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CHANGING USERS Health
Behavior Through Design
Anna Iurchenko, UX Designer
#UXPA2018@anatinge
DAVID
#UXPA2018@anatinge
#UXPA2018@anatinge
#UXPA2018@anatinge
#UXPA2018@anatinge
4 times a day
15 medications
(Day and night)
#UXPA2018@anatinge
David lost the kidney that his wife gave him because he didn’t take his pills.
#UXPA2018@anatinge
prescriptions are written a year
4 billion
#UXPA2018@anatinge
of ALL Prescriptions are taken
incorrectly or not at all.
50%
#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)
#UXPA2018@anatinge
Goal:
better understand users and create product
experiences that influence their behavior in
the beneficial ways.
#UXPA2018@anatinge
How behavior is
formed & changed
Plan
#UXPA2018@anatinge
How behavior is
formed & changed
Persuasive design
strategies & techniques
Plan
#UXPA2018@anatinge
How behavior is
formed & changed
Persuasive design
strategies & techniques
Lessons learned creating
behavioral solutions
Plan
#UXPA2018@anatinge
Health behavior theories
#UXPA2018@anatinge
Very brief History
#UXPA2018@anatinge
Very brief History
#UXPA2018@anatinge
Health theories
#UXPA2018@anatinge
People will only try to do what they
think they can do, and avoid what they
think they can’t do.
#UXPA2018@anatinge
#UXPA2018@anatinge
#UXPA2018@anatinge
Health behavior results from intention
influenced by attitude, norms and
control.
#UXPA2018@anatinge
#UXPA2018@anatinge
#UXPA2018@anatinge
#UXPA2018@anatinge
#UXPA2018@anatinge
#UXPA2018@anatinge
#UXPA2018@anatinge
#UXPA2018@anatinge
B=MATBehavior = Motivation+Ability+Trigger
#UXPA2018@anatinge
MOTIVATION ABILITY TRIGGER
#UXPA2018@anatinge
#UXPA2018@anatinge
Approaches to motivation
#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
#UXPA2018@anatinge
Approaches to TRIGGERS
#UXPA2018@anatinge
Approaches to TRIGGERS
#UXPA2018@anatinge
Emotions
Feeling of boredom,
loneliness, frustration
Positive emotions
Maintaining social
connections
Alarms, notifications
Environmental
prompts
Relationship triggers
(social)
External
triggers:
Internal
triggers:
#UXPA2018@anatinge
#UXPA2018@anatinge
Approaches to ABILITY
#UXPA2018@anatinge
To increase desired behavior
#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
#UXPA2018@anatinge
B=MAT
#UXPA2018@anatinge
Stages of Change Model
Transtheoretical Model
#UXPA2018@anatinge
#UXPA2018@anatinge
#UXPA2018@anatinge
• in-person interviews
• observations
• co-creation workshops
Research
#UXPA2018@anatinge
Life before and after surgery
#UXPA2018@anatinge
Life before and after surgery
stickers
#UXPA2018@anatinge
Ecological model
#UXPA2018@anatinge
#UXPA2018@anatinge
Behavior change canvas
#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.
#UXPA2018@anatinge
Concerned and careful
I do not want to blame myself for ruining
this kidney.
You have to follow the rules.
#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.
#UXPA2018@anatinge
Experience principles
Be a Smart
guide to the
anti-rejection
medicine.
Changing Users Health Behavior Through Design
bright part of
your post-
transplant
life.
Changing Users Health Behavior Through Design
Be a friend,
not a
doctor.
HeRoes
patients
Encouraging
No drama
Supportive
Let’s play!
z
#UXPA2018@anatinge
behavior change design strategies
#UXPA2018@anatinge
Build Emotional
connection
(identify the driving emotion and build on it)
#UXPA2018@anatinge
#UXPA2018@anatinge
mysugr
#UXPA2018@anatinge source: mySugr Academy
mysugr:Tame your monster
#UXPA2018@anatinge source: mySugr Academy
mysugr:Tame your monster
#UXPA2018@anatinge
mysugr:Tame your monster
#UXPA2018@anatinge
mysugr:Tame your monster
#UXPA2018@anatinge
Transplant hero
#UXPA2018@anatinge
#UXPA2018@anatinge
Educate and become a
companion
#UXPA2018@anatinge
Asthma md
#UXPA2018@anatinge
Waterbalance
#UXPA2018@anatinge
Transplant hero
#UXPA2018@anatinge
Transplant Hero
Studies conducted at Montefiore Medical Center
#UXPA2018@anatinge
SET achievable goals to
build confidence and skills
#UXPA2018@anatinge
celebrate progress/success
#UXPA2018@anatinge
Show value early on
#UXPA2018@anatinge
Cronometer’s 7-day challenge
#UXPA2018@anatinge
Mysugr challenges
#UXPA2018@anatinge
Quit now
#UXPA2018@anatinge
Quit now
Waterbalance
Gamified experience
Regular experience
The rate of participants who maintained
their water balance each day of the study
#UXPA2018@anatinge
social influence: facilitation
2 guardians
–better
adherence
#UXPA2018@anatinge
social influence: Comparison
#UXPA2018@anatinge
Quit now
#UXPA2018@anatinge
Caelum health
#UXPA2018@anatinge
Optimize for behavior change
#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?
#UXPA2018@anatinge
Approach for analytics
Improve
adherence
Medication
check in
Adherence
rate
#UXPA2018@anatinge

• simplified on-boarding
• validated behavior change strategies
#UXPA2018@anatinge
#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.
#UXPA2018@anatinge
Use health behavior theories and
models to understand your users.
Choose the right behavior change
strategy and iterate.
#UXPA2018@anatinge
anna.iurchenko@gmail.com
@anatinge

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Changing Users Health Behavior Through Design