Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Designing with Data

376 views

Published on

Created by Patrick Weiss, Director of Product Design, Omada Health, for NewCo MasterClass

Published in: Design
  • Be the first to comment

Designing with Data

  1. 1. DESIGNING WITH DATA 2017 NewCo MasterClass
  2. 2. Designing with data? 2 What do we mean by…
  3. 3. 3
  4. 4. Design with data? 5 Why
  5. 5. “To let meaning occur requires time and the possibility for the rich and varied relationships among things to become evident.” 6 Patricia Carini
  6. 6. am I here? 7 Why
  7. 7. ABOUT OMADA 9 KICKOFF preparation HYPER-PERSONALIZED focus MONTHS 1 – 4 foundations + TOOLS & SUPPORT THROUGHOUT THE JOURNEY YEARLY opt-in
  8. 8. ABOUT OMADA 10 KICKOFF preparation HYPER-PERSONALIZED focus MONTHS 1 – 4 foundations + TOOLS & SUPPORT THROUGHOUT THE JOURNEY
  9. 9. ABOUT OMADA Omada’s business model is reliant upon delivering personalized healthcare to help people lose weight. TIME BREAKEVEN REVENUE 11
  10. 10. The Game Plan 12 BUILDING PRODUCTS WITH DATA02 TIPS + TRICKS03 01 SOME CONTEXT
  11. 11. 13 SOME CONTEXT
  12. 12. 14 Customization VS. Personalization
  13. 13. 15 Customization VS. Personalization occurs when a system utilizes contextual data to provide a user with what they need without them having to ask for it.
  14. 14. 17 Customization VS. Personalization occurs when the user manually sets their preferences among existing choices.
  15. 15. COMMON TYPES OF PERSONALIZATION 28 Active Personalization Sensor-Based Chat Bots Recommendations Related Content
  16. 16. WHY PERSONALIZE? 29 Optimize Content based on the user’s context and needs by shortcutting steps and promoting functionality Improve Usability so the experience can grow with the user Shape the Journey
  17. 17. 30 Automated VS. Rules-Based
  18. 18. 31 BUILD PRODUCTS WITH DATA 4 Ways To
  19. 19. Understand Your User’s Context of Use 32 USE DATA TO 01
  20. 20. 33 01 Understand Your User’s Context of Use01 Passive Data DEVICELOCATION INTEGRATIONSPREVIOUS ACTIVITY
  21. 21. 34 01 Understand Your User’s Context of Use01 Active Data SIGN-UP SURVEYS RATINGS
  22. 22. 35 01 Understand Your User’s Context of Use TIME OF DAY 01 Usage Data FUNCTIONALITY USED DEVICE PREFERENCE ACTIONS TAKEN ABANDONMENT TIME ON SCREEN
  23. 23. 36 01 Understand Your User’s Context of Use01 Usage Data PROGRAM TIME (WEEKS)
  24. 24. Paint a Complete Picture of Your Users 37 USE DATA TO 02
  25. 25. Paint a Complete Picture of Your Users In the Game Along for the Ride Seasoned Vet Here for the Experience Virtual Fan PRIMARY TARGETSECONDARY TARGETSECONDARY TARGET Personas 02
  26. 26. 39 Paint a Complete Picture of Your Users02 FOOD QUALITY WEIGHT CHANGE WEIGH INS HEALTH IQ DAILY ACTIVITY ACTIVITY LESSONS FINISHED LAST 7 DAYS WEIGHT (lb) FOOD STEPS 182 FOOD TRACKING MINDSET CHALLENGES DEVICE USE SUBJECT MATTER KNOWLEDGE TONE RESPONSIVENESS VITALS PROFILE MOTIVATORS ENGAGEMENTPERSONAL PERFORMANCE High Increase Daily High Active Active AllFrequent Growth Portion Management Community support Android Food Encouraging Activity Celebratory Sleep Educational Stress Suggestive Food Tracking Messaging Lessons Web Progress Lessons Group Board Food Tracking Busy Schedule Family activity Exercise Routine Low Decrease Monthly Low Inacive Inacive NoneInfrequent Fixed WEIGH-IN HISTORY AVG USAGE TIMES 10,293 M Conditions Favorite Food High LDL Cheeseburger High BP Profiles
  27. 27. 40 Paint a Complete Picture of Your Users02 FOOD QUALITY WEIGHT CHANGE WEIGH INS HEALTH IQ DAILY ACTIVITY ACTIVITY LESSONS FINISHED LAST 7 DAYS WEIGHT (lb) FOOD STEPS 182 FOOD TRACKING MINDSET CHALLENGES DEVICE USE SUBJECT MATTER KNOWLEDGE TONE RESPONSIVENESS VITALS PROFILE MOTIVATORS ENGAGEMENTPERSONAL PERFORMANCE High Increase Daily High Active Active AllFrequent Growth Portion Management Community support Android Food Encouraging Activity Celebratory Sleep Educational Stress Suggestive Food Tracking Messaging Lessons Web Progress Lessons Group Board Food Tracking Busy Schedule Family activity Exercise Routine Low Decrease Monthly Low Inacive Inacive NoneInfrequent Fixed WEIGH-IN HISTORY AVG USAGE TIMES 10,293 M Conditions Favorite Food High LDL Cheeseburger High BP Profiles FOOD TRACKING Frequent Infrequent DEVICE USE Android Food Tracking Messaging Lessons Web Progress Lessons Group Board Food Tracking PERFORMANCE FOOD QUALITY High Low
  28. 28. “FAMILY” AS MOTIVATION 41 Paint a Complete Picture of Your Users02 Subgroups WEEKS 1-4 REGULARLY TRACKING MESSAGES COACH DAILY WEEK 17+ COMPLETED < 9 LESSONS COMPLETED ALL LESSONS WEIGHT CHANGE < 1% GAINED WEIGHT PRIMARILY MOBILE NEW TO HEALTH PROGRAMS GROWTH MINDSET
  29. 29. Stress Test the Design 42 USE DATA TO 03
  30. 30. 43 MULTI- DIMENSIONAL ONE- DIMENSIONAL DEFINED UNDEFINED Stress Test the Design03 Optimization Experimentation Discovery Concept Design
  31. 31. 45 MULTI- DIMENSIONAL ONE- DIMENSIONAL DEFINED UNDEFINED Optimization Experimentation Discovery Concept Design Experimental Design EXAMPLE 1
  32. 32. 46 Experimental DesignEXAMPLE 1 Size the Problem WEEK MEAL TRACKING POWER ANALYSIS 1,800 Users needed to track 3,025 Enrollees 2 months Experimental duration
  33. 33. 47 Identify the Hypothesis Automated, immediate food feedback increases the volume of Participant meal tracking. Size the Problem Estimated 4% lift in meal tracking per Participant Experimental DesignEXAMPLE 1
  34. 34. 48 Think Modularly Identify the Hypothesis Size the Problem Experimental DesignEXAMPLE 1
  35. 35. 49 Create Variability LET'S DO THIS. Awesome! Way to track on the weekend. We know it’s tough, but boy is it worth it. Our data shows that weekend trackers lose more weight. LET'S DO THIS. Way to focus on health, {NAME}! Whether your meal earned 1 star or 3, what matters is that you’re keeping health in mind. LET'S DO THIS. Congrats! You tracked your very first meal. This is the start of a health-changing habit. Tracking makes it hard NOT to make better choices. 7 DAYS! 6 DAYS! 5DAYS! Celebrate your 7-day streak! That’s a full week of solid tracking. We’re firing the confetti cannons in Awesome! Way to track on the weekend. The data is in, and weekend trackers get the best results. Keep it up! LET’S DO THIS. 2 DAYS! LET'S DO THIS. You’re on a 2-day tracking roll! How long has it been since we told you that you’re awesome? Yesterday? That’s too long. LET'S DO THIS. Yes!!! That’s 3 meals tracked in a row. Tracking helps your coach give you the best possible tips and advice. Keep those details coming! 9 meals tracked. No looking back! Don’t miss a meal now, {NAME}. This LET'S DO THIS. WHOA, that’s 12 meals tracked in a row! Kudos on staying committed, {NAME}. We can’t wait to see what you do next. 77 Think Modularly Identify the Hypothesis Size the Problem Experimental DesignEXAMPLE 1
  36. 36. 50 MULTI- DIMENSIONAL ONE- DIMENSIONAL DEFINED UNDEFINED Optimization Experimentation Discovery Concept Design Concept Design EXAMPLE 2
  37. 37. 51 Concept DesignEXAMPLE 2 Size the Problem WEEK LESSON COMPLETION QUALITATITE COMPLAINTS “Not mobile-friendly” despite uptick in mobile users “Not actionable” and creating information overload
  38. 38. 52 Identify the Hypothesis Size the Problem Concept DesignEXAMPLE 2 Smaller, more mobile-friendly lessons with varying media types and actionable, interactive lessons, will increase week over week lesson completion. GOOD LUCK EVALUATING THIS WITH AN EXPERIMENT
  39. 39. 53 Think Modularly Identify the Hypothesis Size the Problem Concept DesignEXAMPLE 2 WHY WHAT HOW
  40. 40. 56 Think Modularly Identify the Hypothesis Size the Problem Concept DesignEXAMPLE 2 WHAT WHY HOW
  41. 41. 60 Identify the Hypothesis Size the Problem Concept DesignEXAMPLE 2 WHY Create Variability Think Modularly Activity Omada’s Dr. Cameron on Why to Get Moving EXIT Racking up 30 active minutes will help: - stabilize blood sugar - manage your weight - keep your heart healthy - improve your mood - strengthen your bones … the list of proven benefits goes on. ActivityEXIT ActivityEXIT
  42. 42. 61 Identify the Hypothesis Size the Problem Concept DesignEXAMPLE 2 Create Variability Think Modularly Activity Omada’s Dr. Cameron on Why to Get Moving EXIT Racking up 30 active minutes will help: - stabilize blood sugar - manage your weight - keep your heart healthy - improve your mood - strengthen your bones … the list of proven benefits goes on. ActivityEXIT ActivityEXIT Activity Richard Simmons on A Life of Activity EXITActivity What activity does for you During Your Commute On Your Lunchbreak At Elevators & Escalators Picking Your Parking Spot ActivityEXIT QUIZ: YOUR ACTIVITY Activity How Much Exercise is Enough? Every second you spend moving is a plus. But to reap significant health benefits, the CDC recommends a minimum of 150 accumulated minutes of activity per week. Workouts should be at least 10 minutes long and “moderately” intense. Examples include walking briskly, riding a bike on level ground, mowing the lawn, or vacuuming. As long as you move for 10 minutes at a time, you can split up that 150 minutes any way you’d like. Walk for a half hour after lunch Monday through Friday, take a fitness class 3x/week, or TK EXAMPLE. You get the idea. To reach moderate intensity, get your heart rate up to the point where you can talk comfortably, but not sing. If you can belt out your favorite tune while working out, pick up the pace. Activity Sneaky Steps Select one or more of the following techniques to try this week to up your daily step count. During Your Commute On Your Lunchbreak At Elevators & Escalators WHAT BURNS MORE CALORIES AFTER 5 minutes? Verizon 22%4 21 PM: WALL SITS SUPERMANS Verizon 22%4 21 PM: Action Hero Level 1 ACTIVITY Become more conscious of your sedentary habits by accepting this 3 day challenge that will nudge you to get off your butt for 10 minute every hour. NO THANKS LET’S DO IT! WHY WHAT HOW WH Veriz WA SUP
  43. 43. Evaluate and Iterate 62 USE DATA TO 04
  44. 44. %OFPARTICIPANTSWHO TRACKEDAMEAL DAYS IN THE PROGRAM Meal tracking steadily declines throughout the program. 63 Evaluate and Iterate04
  45. 45. %OFPARTICIPANTSWHO TRACKEDAMEAL DAYS IN THE PROGRAM With Food Feedback, meals tracked increased an average of 10-15%. 66 Evaluate and Iterate04
  46. 46. %OFPARTICIPANTSWHO TRACKEDAHEALTHYMEAL DAYS IN THE PROGRAM 67 Evaluate and Iterate04 Meal healthiness also increased 8-12% with Coach Feedback.
  47. 47. 72 A FEW TIPS
  48. 48. TODAY Rising medical costs for obesity-related disease are impacting your business. 73 Understand Your User’s Context of Use01 Paint a Complete Picture of Your Users02 Stress Test the Design at Each Step03 Recap Evaluate and Iterate04
  49. 49. TODAY 74 To identify innovative new ideas for your product. To learn why something is or isn’t working. Don’t Use Data… As the sole criteria for product decisions. As a signal that the feature is immediately ready to ship.
  50. 50. TODAY Rising medical costs for obesity-related disease are impacting your business. 75 Understand the why behind the data.01 Gut check that you’re investing in something meaningful (and not being creepy). 02 Ensure tight alignment and open dialogue between design, data science, product management and engineering. 03 At Each Step
  51. 51. THANK YOU! patrick@omadahealth.com 76

×