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Health mobile app

Digital strategy to develop an app for the health department of a public entity

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Health mobile app

  1. 1. MOBILE APP DESIGN OVERVIEW JULY 2015
  2. 2. Why are we introducing a Mobile App?
  3. 3. Our App has a very specific objective inside our Customer Journey: To activate our desired behavior by prompting healthy Make it known Make it a cause Objective Make it personal Make it Easy Diagnosis Goal Inform Activate
  4. 4. INFORM:INFORM: CHALLENGING NORMALCHALLENGING NORMAL ACTIVATE:ACTIVATE: PROMPTING HEALTHYPROMPTING HEALTHY JOURNEY Localize and personalize content to drive reconsideration. Make change easier through motivation. Skew activities with nudges and reminders. ATL CAMPAIGN CHANNELS OurBrand WEBSITE OurBrand APP MAKE IT KNOWNMAKE IT KNOWN MAKE IT A CAUSEMAKE IT A CAUSE MAKE IT PERSONALMAKE IT PERSONAL MAKE IT EASYMAKE IT EASY Prompt reconsideration of health behaviors by informing of the current state of health. Stimulate mass conversation around the issue of health and create a movement
  5. 5. What will our Mobile app do?
  6. 6. Customize & Tailor our app to specific needs The majority of Diet & Fitness Apps in the Australian market provide general information that is impersonal to an individual’s needs. DIET HEALTH GUIDE Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store
  7. 7. Focus on the unengaged Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store 79% 34% 41% 28% 38% There is already a large focus on apps to the highly engaged. FITNESS DIET
  8. 8. Small tailored steps to be more healthy through Smaller portions, less kilojoules Eat more fruit and veg Be active every dayMake water your drink Sit less and move more Diet Fitness& In an overviewObjectivebehaviors
  9. 9. Who is our key audience?
  10. 10. AGE 50 INCOME $120,000 (household) p.a. RELATIONSHIP STATUS Married DEPENDANTS 3 kids AGE 41 INCOME $60,000 p.a. RELATIONSHIP STATUS Single DEPENDANTS None REGIONAL CARER OVERWEIGHT URBAN ADULT RECENT HOMELEAVER AGE 22 INCOME $20,000 p.a. RELATIONSHIP STATUS Single DEPENDANTS None 2 31 “ My family’s health is the most important to me but it’s an uphill battle.” “ I want to make a change but I don’t know how. I want to keep it simple and fun.” “ I think I’m healthy but I’d like to learn smart new improvements. ”
  11. 11. Smaller portions, less kilojoules Eat more fruit and veg Be active every day Make water your drink Sit less and move more Diet goal Fitness goal REGIONAL CARER OVERWEIGHT URBAN ADULT RECENT HOMELEAVER FUN & TASTY DIET FOR ME AND MY FAMILY FUN FAMILY ACTIVITIES AND HABITS DIET AND TIPS THAT ADAPT TO MY LIFESTYLE AND KEEP IT FUN TIME EFFICIENT ACTIVITIES AND MY USUAL HABITS ‘IMPROVED’ AFFORDABLE AND EASY TO COOK DIET TIPS INTRODUCTION OF SMART NEW HABITS I CAN INCORPORATE IN MY LIFESTYLE FAMILY & FUN EASY & SIMPLE CHEAP & SMART
  12. 12. How will we activate our desired behavior?
  13. 13. CHALLENGING NORMALCHALLENGING NORMAL PROMPTING HEALTHYPROMPTING HEALTHY MAKE IT KNOWNMAKE IT KNOWN MAKE IT A CAUSEMAKE IT A CAUSE MAKE IT PERSONALMAKE IT PERSONAL MAKE IT EASYMAKE IT EASY DIGITAL SEARCH ATL CAMPAIGN PAID SEARCH HEALTH INFO RETARGETING WOM / SOCIAL DIAGNOSTIC GOAL PLAN & TRACK OurBrand WEBSITE EDM SOCIAL OurBrand APP Inform Activate NOTIFICATIONS
  14. 14. DIAGNOSTIC GOAL PLAN & TRACK NOTIFICATIONS WOM/SOCIAL Diagnose what you need to make healthy normal and set a specific goal. Select a path to reach your goal and review how are you tracking. Step #1: Make it Personal Step #2: Make it Easy You’ll receive notifications and rewards. You will be able to compete with your friends and share on your social media networks.
  15. 15. Step #1: Make it Personal
  16. 16. Diagnose
  17. 17. Minimize data input The majority of App users need to be highly engaged, searching for food and inputting data. With our app we will: Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store Stage dataStage data inputinput Integrate appsIntegrate apps Ask for basic information at the start and additional information when required. E.g.: only ask for the glasses of water you have when planning a healthy diet Integrate with Fitness & Diet apps to automatize adding personal information
  18. 18. Progressive Sign-Up Quiz Quiz Results ADD SOCIAL MEDIA INTEGRATION. ADD INTEGRATION WITH EXISTING FITNESS & DIET APPS ONLY ASK FOR BASIC INFO, ASK SPECIFICS LATER IN THE JOURNEY ADD POSSIBILITY OF SHARING WITH SOCIAL MEDIA WEB PROCESS APP PROCESS Web & App Integration STAGES
  19. 19. Goal
  20. 20. Customize the goal needs Apps focus on high performance and provide general information impersonal to an individual’s needs. Our app will introduce: Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store Tailored goalsTailored goals TailoredTailored messagingmessaging We will have a general ‘balanced’ goal by area & tailored goals adapted to our audience personas. Once we have identified the audience, we will adapt the messaging and tone of voice depending on the type of user. E.g.: 30 y.o. female with kids vs 21 male without kids
  21. 21. Improvement areas Level of effort Motivation auto-message ADD TAILORED AUDIENCE GOALS TAILOR MESSAGING & TONE OF VOICE TO PROFILE. REMIND THAT THIS APP ONLY WANTS TO IMPROVE HEALTH IN SMALL STEPS WE WILL RE-SEND THE MESSAGE FROM THE OWN USER LATER IN THE JOURNEY WEB PROCESS APP PROCESS STAGES Web & App Integration
  22. 22. Smaller portions, less kilojoules Eat more fruit and veg Be active every day Make water your drink Sit less and move more Diet goal Fitness goal REGIONAL CARER OVERWEIGHT URBAN ADULT RECENT HOMELEAVER FUN & TASTY DIET FOR ME AND MY FAMILY FUN FAMILY ACTIVITIES AND HABITS DIET AND TIPS THAT ADAPT TO MY LIFESTYLE AND KEEP IT FUN TIME EFFICIENT ACTIVITIES AND MY USUAL HABITS ‘IMPROVED’ AFFORDABLE AND EASY TO COOK DIET TIPS INTRODUCTION OF SMART NEW HABITS I CAN INCORPORATE IN MY LIFESTYLE FAMILY & FUN EASY & SIMPLE CHEAP & SMART
  23. 23. Step #2: Make it Easy
  24. 24. Plan & Track
  25. 25. The reason why Apps provide content but fail to provide a reason why it helps you to keep you healthy. Our app will introduce: Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store Scientific back-Scientific back- upup Real DataReal Data • Inform how close / far away the user is of being ‘healthy’ from a scientific point of view. • Provide access to a visual and simple scientific reason why behind every recommendation. When tracking, inform how close / far away the user is of being ‘healthy’ compared with the rest of the population.
  26. 26. Plan the Challenge Track & Compare Motivation auto-message ADD SIMPLIFIED & VISUAL REASON WHY WITH SCIENTIFIC BACK UP ADD REAL DATA SHOWING HOW YOU TRACK AGAINST FRIENDS / AVG. OF POPULATION REASON WHY IN DETAIL Web & App Integration WEB PROCESS APP PROCESS STAGES
  27. 27. Notifications
  28. 28. Behavioral triggers are used in most app’s features but their notifications are just reminders, not psychological triggers. Our app will introduce: Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store Placing psychological triggers Auto-motivationAuto-motivation MomentMoment tailoredtailored Pop-culturePop-culture Past-selfPast-self • We will provide entries for auto- motivation messaging (voice or text), and push them back later in the journey. • We will add the option of motivating / receiving motivation from other users. Depending on the audience, we will provide pop-culture voices / messaging to motivate the user e.g.: Rocky Balboa Messaging will be adapted to the goal and moment of the day. e.g.: diet motivation in breakfast We will motivate the user by comparing his/her actual & past performance.
  29. 29. WOM/Social
  30. 30. Gamification principles Fitness & Diet apps. in the Australian market keep track of what you’re doing but don’t give you a sense of direction. Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store UnlockUnlock new levelsnew levels RankingRanking comparisoncomparison We will assign points and provide levels of accomplishment by performance & areas. We will provide the possibility of tracking and comparing performance against social media friends or app users. ShareShare We will add the possibility of sharing the results in a visual way.
  31. 31. Summary
  32. 32. DIAGNOSTIC GOAL PLAN & TRACK NOTIFICATIONS WOM/SOCIAL Step #1: Make it Personal Step #2: Make it Easy Stage dataStage data inputinput Integrate appsIntegrate apps Tailored goalsTailored goals TailoredTailored messagingmessaging ScientificScientific back-upback-up Real DataReal Data Auto-Auto- motivationmotivation MomentMoment tailoredtailored Pop-culturePop-culture Past-selfPast-self UnlockUnlock new levelsnew levels RankingRanking comparisoncomparison ShareShare
  33. 33. Thank you.

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