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Optimizing Engagement Through Design

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  • 1. Optimizing Engagement Through Design Eric F. Shaver, Ph.D. Director of Behavioral Research & Design HIMSS11 February 21st – 23rd 2011
  • 2. State of the System• Health care in the U.S. is at a crisis point.• More than ever people turn to the internet for health information. – 80% of internet users (Pew Internet, 2011) – 59% of U.S. pop are health information seekers.• But, is that information trustworthy – let alone engaging?
  • 3. State of the System, cont.• Designers are vying for people’s attention in a information saturated world.• Need to design experiences that are: – Engaging – Educational – Enduring – Encouraging – Executable
  • 4. What is Engagement?• Characterized by attributes of: – challenge – positive affect – endurability – aesthetic and sensory appeal – attention – feedback – variety/novelty – interactivity – perceived user control (O’Brien and Toms, 2008, p. 941).
  • 5. What is Engagement?, cont.• Other definitions: – “…the process of involving users in health content in ways that motivate and lead to health behavior change.” (Lefebvre, Tada, Hilfiker, and Baur, 2010, p. 667). – Also defined by website metrics (e.g., visits, time on site, plays, downloads, etc.)• No currently accepted universal definition.
  • 6. Why is Engagement Important?• Engaging technology can assist users with being more proactive in their health care.• Engaging technology is an important element to facilitate user participation.• Increases the likelihood that users will re-engage, as necessary, in the future.
  • 7. Why is Engagement Important?, cont. Actively Exposure to Attention to Process Content Content Content Store and Accept Comprehend Retrieve Message Content Message Behavior Select Perform Results in Appropriate Behavior Intended Behavior Outcome
  • 8. Why is Engagement Important?, cont. Actively Exposure to Attention to Process Content Content Content Store and Accept Comprehend Retrieve Message Content Message Behavior Select Perform Results in Appropriate Behavior Intended Behavior Outcome
  • 9. Designing for Engagement• Determine how the technology will be used.• Understand the needs, wants, and desires of users.• Personalize content so it’s relevant to the user.• Provide content that user’s need at the time they want it.
  • 10. How Does Unity Do It? User- Driven Design- Data- Driven Driven UnityTheory- Medical Market-Driven Technology Driven
  • 11. Takeaways• Don’t design technology in a vacuum – context matters.• Designers of health care technology must remember it’s not about you – it’s about the end user!• Know thy user.• Engagement is important.
  • 12. References• Fox, S. (2011, February 1). Health topics. Pew Internet & American Life Project. Retrieved from http://pewinternet.org/Reports/2011/HealthTopics.aspx• Lefebvre, R.C., Tada, Y., Hilfiker, S.W., & Baur, C. (2010). The assessment of user engagement with ehealth content: The ehealth engagement scale. Journal of Computer-Mediated Communication, 15, 666-681.• O’Brien, H.L., & Toms, E.G. (2008). What is user engagement? A conceptual framework for defining user engagement with technology. Journal of the American Society for Information Science and Technology, 59, 938-955.
  • 13. Contact Information• erics@unitymg.com @ericshaver