HealthBuddies pitched a mobile app using game mechanics to help people with chronic diseases reduce obesity. They initially proposed quantitative tracking of health indexes and financial rewards, but learned patients prefer qualitative tracking and emotional rewards from friends and family over points. Based on these lessons, HealthBuddies pivoted their app to use points, statuses and badges to reward behavior improvement and reduce inactivity through social engagement with selected friends and family.

1. HealthBuddies
Lean Startup Machine Workshop
Jan 2011 SF

2. HealthBuddies
Pitched: Use Game Mechanics to help people with
Chronic Diseases.
Proposed: Create a mobile app with social support
to help people to reduce obesity.
Assumptions
(1) We can change behavior by providing incentives
to use a mobile app to track health indexes
(2) Create addictive Game Mechanics that keep
patients engaged and rewards results

3. HealthBuddies
Learned:
(1) Patients prefer “casual” qualitative tracking
rather than “serious” quantitative tracking
(2) Points system will improve patient engagement by
attaining levels & unlocking badges
(3) Patients respond to emotional payoffs from
friends & family rather than to financial rewards
(4) Positive reinforcement is as effective as negative
reinforcement

4. HealthBuddies
Pivot:
A mobile app to use points, status & badges to reward
behavior improvement and reduce inactivity using
social engagement from friends & family to fight
Obesity

5. Assumption Lession Pivot
Tracking multiple Track a single index:
Too much work to do
indexes BMI
Use quantitative data Too much resistance to Select from a list of
entry enter numeric value items
Log health index BMI Not motivating Log daily activities
Patients wants to share Prefer not sharing every Share achievement or
daily activities detail even daily status badge
Patients shares status Too private to share Share with selected
publicly publicly friends & family
Patients desire material Emotional reward prefer Earn points on
rewards over material award everything
Patients perform better No one wants avatar as Engage friends to
with virtual avatar game play achieve group goal

20. HealthBuddies
Team Credits
Rob Weedn @robweedn
Bess Ho @bess
Warner Onstine @warneronstine
Paul Singh
Clay Kramer @claykramer
James Levine @tvoj

21. HealthBuddies
Follow Us
@Health_Buddies
Contact Us
h.buddies@gmail.com