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Challenge:

Inadequate levels of vitamin D pose significant health risks, including depression and susceptibility to various diseases. However, ensuring consistent intake of vitamin D supplements presents a substantial challenge due to poor medication adherence and persistence. Collaborating with healthcare professionals, I spearheaded an initiative aimed at promoting daily consumption of vitamin D through a combination of physical and digital interventions.

Strategy:

Patients were provided with aesthetically appealing scratch cards featuring 30 concealed panels, representing each day of the month. As patients consumed their daily vitamin D supplement, they scratched off a panel to unveil hidden messages, such as word puzzles, adding an element of engagement to the process. Additionally, after the first week, personalized text messages were introduced into the intervention. These messages, sent at strategic intervals, served either to educate patients on the advantages of consistent vitamin D consumption or to serve as reminders to take their supplements. Tailored messages, like "After 7 days of consistent vitamin D intake, you should be feeling ...", aimed to enhance patient motivation and awareness.

Outcome:

Initially, adherence rates dipped after the first week. However, with the incorporation of supplementary interventions, an impressive 95% of participants maintained consistent adherence to their vitamin D regimen at the three-month mark. Moreover, laboratory assessments revealed normalized levels of vitamin D, indicating the effectiveness of the intervention in achieving its intended health outcomes.

Challenge:

The fintech app aimed to tackle the low savings rates prevalent among users in a consumerism-driven culture. The challenge lay in motivating users to adopt consistent saving habits despite these external pressures and present bias.

Methodology:

Behavioral Diagnosis and Research:

Conducted extensive user research to understand the underlying psychological barriers influencing savings behavior. Utilized surveys, interviews, and behavioral analytics to uncover key insights.

Identified Cognitive Biases: Discovered prevalent cognitive biases such as present bias, where individuals prioritize immediate rewards over long-term benefits, and loss aversion, leading to aversion to perceived losses in savings.

Future Visualization and Goal Setting: Identified a lack of clear long-term financial goals and future planning as significant barriers to savings behavior. Users struggled to envision their financial future and lacked motivation to save without tangible goals.

Designing Behavioral Interventions:

Developed targeted interventions informed by behavioral science principles to address identified barriers and encourage savings behavior.

Personalized Goal Setting: Implemented a feature allowing users to set personalized financial goals tailored to their individual needs and aspirations. Utilized behavioral nudges to prompt users to visualize their future financial goals and create actionable plans, fostering a sense of purpose and direction in their savings journey.

Future Visual Mapping: Introduced interactive tools and visualizations enabling users to map out their future financial scenarios based on their current savings habits and goals. Utilized gamified elements and progress trackers to help users visualize the potential impact of their savings decisions over time, increasing motivation and engagement.

Outcome:

Increase in Average Monthly Savings Deposits: The intervention resulted in a 35% increase in the average monthly savings deposits per user.

User Retention Rates: User retention rates improved by 27%, indicating a higher level of user engagement and satisfaction with the app's savings features.

Challenge:

Many patients with sedentary lifestyles opt for screen time and inactive behaviors, leading to adverse health effects such as increased risk of heart disease, stroke, and weight gain.

Project:

I designed an intervention to encourage physical activity among patients with a history of heart disease and sedentary habits for a line of wireless-enabled wearable technology, mainly physical fitness monitors and activity trackers

Strategy:

Identifying Key Behavior: My research identified that users often struggle with maintaining consistent exercise habits due to lack of motivation and accountability. Research in behavioral science suggests that individuals are more likely to adhere to exercise routines when they have social support, competition, and tangible goals.that setting and achieving daily step goals is a key behavior that drives user engagement. Based on this insight, “Challenges” was introduced to encourage users to maintain consistent exercise habits by participating in goal-oriented challenges.

Segmentation based on Motivators: Userss were categorized into intrinsic or extrinsic motivators based on their values and motivations. For example, individuals motivated by competition were grouped separately from those who valued personal achievement or social connection.

Crafting Messaging and Positioning: Challenges was positioned as a fun and motivating way to stay active and compete with friends, family, and other product users. Messaging emphasized the benefits of accountability, social support, and friendly competition in achieving fitness goals. Tailored text messages were sent to users according to their motivational profile. Extrinsic motivators received messages encouraging competition or comparison, while intrinsic motivators were reminded of personal reasons for engaging in physical activity.

extrinsic motivator example: "You're just 2000 steps away from breaking your group’s record. That’s just 10 minutes of walking to reach the top of the leaderboard!"

intrinsic motivator example: "A small stroll today means more playtime with your granddaughter tomorrow!"

Creating Incentives and Rewards: “Challenges” was designed to offer rewards and incentives for participation and achievement. Incorporating gamification elements, users earn badges, virtual trophies, and other rewards for completing “Challenges” and reaching milestones.

Optimizing User Experience: The user experience was optimized by making it easy to join, participate, and track progress. The app analyzed a user's activity and provided real-time feedback on progress towards personalized goals.

Results:

Within one month, patients increased daily activity (primarily walking) by 4000 steps.

At the 3-month mark, 81% of patients had formed a habit of regular physical activity. Approximately 20% of these habit-formers increased their daily physical activity from 30 minutes to 45 minutes.

Key Takeaway:

By leveraging insights from behavioral science and implementing an effective product marketing strategy, this feature drove user engagement, fostered community, and helped users achieve their fitness goals.