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Changing Users Health Behavior Through Design


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Often, people do not interact with your product the way in which you planned, and you need to figure out some effective ways of persuading them to perform a particular action. This becomes especially significant when your product supposes to change health behavior or help people form new habits.

Games can create powerful experiences, leveraging both motivation and engagement. In this presentation, I share the story of how to apply persuasive strategies and gamification methods to build a product that tackles users’ health behavior.

I talk about the psychological perspective that drives behavior change and how to combine design and psychology principles to change users’ behavior and influence the habit-forming processes.

Presented at UXPA 2018 in Puerto Rico.

Published in: Design
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Changing Users Health Behavior Through Design

  1. 1. CHANGING USERS Health Behavior Through Design Anna Iurchenko, UX Designer
  2. 2. #UXPA2018@anatinge DAVID
  3. 3. #UXPA2018@anatinge
  4. 4. #UXPA2018@anatinge
  5. 5. #UXPA2018@anatinge
  6. 6. #UXPA2018@anatinge 4 times a day 15 medications (Day and night)
  7. 7. #UXPA2018@anatinge David lost the kidney that his wife gave him because he didn’t take his pills.
  8. 8. #UXPA2018@anatinge prescriptions are written a year 4 billion
  9. 9. #UXPA2018@anatinge of ALL Prescriptions are taken incorrectly or not at all. 50%
  10. 10. #UXPA2018@anatinge Anna Iurchenko @anatinge Lead UX Designer at Stanfy (Intellectsoft Group) Design Mentor at Alchemist and The Refiners accelerators Four years working in design for health and wellness products (4+ million users)
  11. 11. #UXPA2018@anatinge Goal: better understand users and create product experiences that influence their behavior in the beneficial ways.
  12. 12. #UXPA2018@anatinge How behavior is formed & changed Plan
  13. 13. #UXPA2018@anatinge How behavior is formed & changed Persuasive design strategies & techniques Plan
  14. 14. #UXPA2018@anatinge How behavior is formed & changed Persuasive design strategies & techniques Lessons learned creating behavioral solutions Plan
  15. 15. #UXPA2018@anatinge Health behavior theories
  16. 16. #UXPA2018@anatinge Very brief History
  17. 17. #UXPA2018@anatinge Very brief History
  18. 18. #UXPA2018@anatinge Health theories
  19. 19. #UXPA2018@anatinge People will only try to do what they think they can do, and avoid what they think they can’t do.
  20. 20. #UXPA2018@anatinge
  21. 21. #UXPA2018@anatinge
  22. 22. #UXPA2018@anatinge Health behavior results from intention influenced by attitude, norms and control.
  23. 23. #UXPA2018@anatinge
  24. 24. #UXPA2018@anatinge
  25. 25. #UXPA2018@anatinge
  26. 26. #UXPA2018@anatinge
  27. 27. #UXPA2018@anatinge
  28. 28. #UXPA2018@anatinge
  29. 29. #UXPA2018@anatinge
  30. 30. #UXPA2018@anatinge B=MATBehavior = Motivation+Ability+Trigger
  32. 32. #UXPA2018@anatinge
  33. 33. #UXPA2018@anatinge Approaches to motivation
  34. 34. #UXPA2018@anatinge Core Motivators: SENSATION. To seek pleasure and avoid pain ANTICIPATION. To seek hope and avoid fear BELONGING. Seek social acceptance and avoid rejection
  35. 35. #UXPA2018@anatinge Approaches to TRIGGERS
  36. 36. #UXPA2018@anatinge Approaches to TRIGGERS
  37. 37. #UXPA2018@anatinge Emotions Feeling of boredom, loneliness, frustration Positive emotions Maintaining social connections Alarms, notifications Environmental prompts Relationship triggers (social) External triggers: Internal triggers:
  38. 38. #UXPA2018@anatinge
  39. 39. #UXPA2018@anatinge Approaches to ABILITY
  40. 40. #UXPA2018@anatinge To increase desired behavior
  41. 41. #UXPA2018@anatinge TIME - how long it takes to complete an action. MONEY - the cost of taking an action. PHYSICAL EFFORT - the amount of labor involved. BRAIN CYCLES - mental efforts and focus required. SOCIAL DEVIANCE - acceptance of the behavior by others. NON ROUTINE - matching or disrupting existing routines. Elements of simplicity
  42. 42. #UXPA2018@anatinge B=MAT
  43. 43. #UXPA2018@anatinge Stages of Change Model Transtheoretical Model
  44. 44. #UXPA2018@anatinge
  45. 45. #UXPA2018@anatinge
  46. 46. #UXPA2018@anatinge • in-person interviews • observations • co-creation workshops Research
  47. 47. #UXPA2018@anatinge Life before and after surgery
  48. 48. #UXPA2018@anatinge Life before and after surgery stickers
  49. 49. #UXPA2018@anatinge Ecological model
  50. 50. #UXPA2018@anatinge
  51. 51. #UXPA2018@anatinge Behavior change canvas
  52. 52. #UXPA2018@anatinge Don’t mind taking medications I have an obligation to take good care of this kidney I do not have any influence on things going wrong; I will do the best I can.
  53. 53. #UXPA2018@anatinge Concerned and careful I do not want to blame myself for ruining this kidney. You have to follow the rules.
  54. 54. #UXPA2018@anatinge I do not feel sick; not everybody knows I have a kidney transplant. I want to do things without thinking about my disease. Negative towards medications This kidney is from my mum and that is special to me, but I am not extra careful with my kidney because it is from my mum.
  55. 55. #UXPA2018@anatinge Experience principles
  56. 56. Be a Smart guide to the anti-rejection medicine.
  57. 57. bright part of your post- transplant life.
  58. 58. Be a friend, not a doctor.
  59. 59. HeRoes patients Encouraging
  60. 60. No drama Supportive
  61. 61. Let’s play!
  62. 62. z
  63. 63. #UXPA2018@anatinge behavior change design strategies
  64. 64. #UXPA2018@anatinge Build Emotional connection (identify the driving emotion and build on it)
  65. 65. #UXPA2018@anatinge
  66. 66. #UXPA2018@anatinge mysugr
  67. 67. #UXPA2018@anatinge source: mySugr Academy mysugr:Tame your monster
  68. 68. #UXPA2018@anatinge source: mySugr Academy mysugr:Tame your monster
  69. 69. #UXPA2018@anatinge mysugr:Tame your monster
  70. 70. #UXPA2018@anatinge mysugr:Tame your monster
  71. 71. #UXPA2018@anatinge Transplant hero
  72. 72. #UXPA2018@anatinge
  73. 73. #UXPA2018@anatinge Educate and become a companion
  74. 74. #UXPA2018@anatinge Asthma md
  75. 75. #UXPA2018@anatinge Waterbalance
  76. 76. #UXPA2018@anatinge Transplant hero
  77. 77. #UXPA2018@anatinge Transplant Hero Studies conducted at Montefiore Medical Center
  78. 78. #UXPA2018@anatinge SET achievable goals to build confidence and skills
  79. 79. #UXPA2018@anatinge celebrate progress/success
  80. 80. #UXPA2018@anatinge Show value early on
  81. 81. #UXPA2018@anatinge Cronometer’s 7-day challenge
  82. 82. #UXPA2018@anatinge Mysugr challenges
  83. 83. #UXPA2018@anatinge Quit now
  84. 84. #UXPA2018@anatinge Quit now
  85. 85. Waterbalance
  86. 86. Gamified experience Regular experience The rate of participants who maintained their water balance each day of the study
  87. 87. #UXPA2018@anatinge social influence: facilitation
  88. 88. 2 guardians –better adherence
  89. 89. #UXPA2018@anatinge social influence: Comparison
  90. 90. #UXPA2018@anatinge Quit now
  91. 91. #UXPA2018@anatinge Caelum health
  92. 92. #UXPA2018@anatinge Optimize for behavior change
  93. 93. #UXPA2018@anatinge Questions to ask: How can we measure behavior? What activity correlates with behavior? How can we motivate it? Which users are more successful in creating new behavior? What design strategies have the biggest impact on behavior metrics? What elements of design facilitate more frequent usage?
  94. 94. #UXPA2018@anatinge Approach for analytics Improve adherence Medication check in Adherence rate
  95. 95. #UXPA2018@anatinge • simplified on-boarding • validated behavior change strategies
  96. 96. #UXPA2018@anatinge
  97. 97. #UXPA2018@anatinge behavior change design strategies 1. Build emotional connection. 2. Educate and become a companion. 3. Set achievable goals to build confidence and skills. 4. Celebrate progress/success. 5. Show value early on. 6. Use social influence.
  98. 98. #UXPA2018@anatinge Use health behavior theories and models to understand your users. Choose the right behavior change strategy and iterate.
  99. 99. #UXPA2018@anatinge @anatinge