BridgeCrest

Brenda Chen Leslie Forman

Overview

Monthly Screenings

Wearable Tracker

Data

Employer Portal

Employer’s Mindset: highly motivated to track metrics to show measurable improvement in health and safety conditions

Employee Portal Worker’s Mindset: relatively low knowledge of health topics and less familiar with computer-based dashboards

Challenge

How might an employee portal engage workers in adopting

healthier and safer behavior?

A Common Challenge

Employers use health engagement strategies to motivate behavior change. 73%

1.  “Emerging Technologies in Health Engagement” Research Report. World at Work & Buck Consultants. 2013. 2. Elizabeth Chrane - Digital Insurance Inc. online wellness tools.

“The issue of engagement has become job #1.”

7% Reported “very effective” results in improving health behaviors (54% being “somewhat effective”)

3% Reported “very effective” results in reducing health care costs 24% being “somewhat effective”)

Research

Source: AON Hewitt 2013 Health Care Survey http://www.aon.com/attachments/human-capital-consulting/2013_Health_Care_Survey.pdf

How have companies tackled behavior change?

83% 1. Building Awareness Tools usage, questionnaire, informational quizzes

56% 2. Active Participation Health programs, campaigns, community activities

24% 3. Achieving Outcomes Attainment of quantified progress for specific health metrics

Building  awareness  

Ac0ve  Par0pa0on  

Achieving  outcomes  

Awareness

Understanding

Determination Action

Maintenance

A challenging, multi-stage process

Theory of Behavior Change

How do we apply these ideas to engage YOUR users?

Refining the Question

Behavior change is personal.

Awareness & knowledge are good place to start.

1

2

KEVIN, 22 The Opportunist Wants to buy a new car, earn a good living, meet girls, enjoy life. High school graduate. Sports fan.

ANTONIO, 34 The Family Man Father of 3. Devoted son. Wants to be in control. Dreams of kids’ college graduations.

JOE, 47 The Watchful Witnessed accident that paralyzed colleague. Health and safety are top of mind.

Archetypal Users

His focus: Winning at life

Needs: Competition Needs: Assurance Needs: Communication

His focus: Stability His focus: Risk avoidance

Deliberate design

LOW-TECH: basic smartphone &

computer users

NOT HEALTH-CONSCIOUS: Limited health

knowledge

DOERS: Task oriented hard workers

COMPETITIVE: interested in sports and

moving ahead in life

GUIDED: Clear user journey, limited exploration

INFORMATIVE: Essential facts in

concise form

PRACTICAL: Purposeful action

MOTIVATING: Positive incentives and

encouragement

Require an interface that is:

Users that are:

Guided

NOT GUIDED: Aetna Care Pass dashboard shows everything at once and it’s unclear where to start.

GUIDED: Withings guides the user through key metrics one at a time, with encouraging guidance.

Guided

Receive health alert

See your data. Learn about this specific metric.

Answer questions.

Earn points.

See other metrics

Check leaderboard

Exit

Main User Journey Options

Guided

Main User Journey Options

Alerts Manager Health Records & Quiz Leaderboard

My Profile

Guided

Essential information at the top 1

Alerts are presented “checklist” style 2

Icons visually communicate the health concern

3

Alerts Manager Page

Guided

YOUR  HEALTH  DATA  

TAKE  QUIZ  

HEALTH  FACTS  &  RISKS  

MAIN  TIPS    

OTHER  TIPS  

Essential health info at the top of the page 1

Facts and tips are prioritized by importance 2

Button to quiz at the bottom of the page 3

Repeated visual pattern of information for each ‘Health Fact Sheet’ makes it learnable

4

Health Record Page

Informative

NO  

NOT INFORMATIVE: Withings blood pressure app only shows the numbers.

INFORMATIVE: The American Heart Association’s Heart360 pairs data with concise educational content.

Informative

Site specific risks explicitly stated 1

Health knowledge presented in digestible format -  Risks stated -  What is it & Why is it

important

3

Personal health metric summarized to essential information

2

NOT PRACTICAL: Nike+ shows points but doesn’t give you something specific to do. Cryptic point system

PRACTICAL: Asana lets you mark off tasks as you complete them.

Practical

Practical

Actionable Tips 1

Open-book quiz & hints for practical learning

2

Practical

Actionable Tips 1

Open-book quiz & hints for practical learning

2

Low effort required to find the right answer

3

NOT MOTIVATING: Foursquare badges only recognize power users

MOTIVATING: Pact uses financial incentives and partnerships with insurance companies to encourage healthy behavior.

Motivating

Motivating

Personal point goals 1

Positive reinforcement – “psychological rewards” 3

Competitive leaderboards 2

Requires integration with company culture 4

Prototype

Click Prototype

Gamification

85% 5%

When a challenge is involved

… when there is not.1

Participation in wellness tools:

1.  “Employers use ‘gamification’ to keep employees engaged in worksite wellness” Business Insurance Article. Elizabeth Chrane - Digital Insurance Inc. online wellness tools.

Gamification Design Framework

Grow scope to scale up engagement and results: •  Understanding of “behavior – health” relationship •  Integrated community culture •  Metric-based incentives •  Community support & team goals •  Competitive team challenges

Initial scope: •  Understanding purpose •  Knowledge quizzes

•  Individual point goals •  Competitive leaderboard

Start here

Individual  progress   Compe00on   Community  ac0vi0es  

Team  Compe00on  

Quan0fied  Self  

Types of Goals

Community scope

1.  “Emerging Technologies in Health Engagement” Research Report. World at Work & Buck Consultants. 2013. 2.  “Employers use ‘gamification’ to keep employees engaged in worksite wellness” Business Insurance Article.

Awareness   Knowledge   Par0cipa0on  in  Change  

Improvement  in  Metrics  

Maintenance  of  Health  

Why else is it so hard?

1.  “Emerging Technologies in Health Engagement” Research Report. World at Work & Buck Consultants. 2013. 2. Elizabeth Chrane - Digital Insurance Inc. online wellness tools.

66% Don’t consider their employees’ preferences in tech platforms

79% Don’t attempt to measure efficacy of gamification elements

Implementation is not enough Opportunity & potential to be more effective

Experimentation & Iteration

User Data •  Page visits / analytics •  Points accrued •  User Feedback

•  Surveys •  Interviews

Incentives Design •  Types of incentives •  Types of challenges •  Frequency of challenges •  Challenge time-frame •  Variety

Behavior & Attitudes Motivational Strategies

Next Steps: Testing & Iteration

•  Usability testing & iterations for wireframes •  Field-testing of user flow •  Medical content for ‘health records’ pages •  Mobile interface •  Company integration & initial deployment

 

Thank you! Q & A