The transformation in the telehealth market from services to platforms is profound. As Covid-19 vaccines are rolling out, the focus is shifting toward the pandemic’s long-term effects on telehealth and its long-term delivery models. In order to adopt and excel, companies need to develop digital solutions focusing on combining patient experience, a high degree of personalization and leading the patient to a new, better life & behavior.
Many digital health products and services feature cutting-edge technology, however, we are convinced that technology alone does not ensure success. The starting point of these innovations must be unmet needs of patients. Transformative innovation addressing unmet needs requires a change in behavior. These changes can be nudged into the desired direction and help the user adopting new uses, new behavior. These nudges influence subconscious behavior by making the desired behavior attractive, without restricting people’s freedoms. Our framework comprises 6 nudging types.
6 types of nudging
Behavior is adjustable and is in function of a) one’s motivation, b) its ability to perform and c) the appropriate trigger to nudge the desired behavior. People react differently to nudges and thus require different triggers to institute desired behavior. Personalization will encourage them to change their behavior and hence improve engagement of your app.
Persona based nudge model
The way to develop these user interfaces can only be performed in short, iterative cycles, testing it in the market through pretotyping tools, adapting it and testing again. They have to validate both unmet needs and the willingness to adopt to these new solutions, while disregarding ‘older substitutes’. Here desirability, usability and lean user research pop in, in an agile way.
You have to validate market interest and actual use of a potential innovation, simulating the core experience, with the minimum investment of time and resources.
Digital products only deliver fundamental elements of value when the company addresses a purpose important to the user. We found that four levels of ‘purposeful’ needs exists: functional, emotional, life changing and social impact. The more elements provided in the user experience and design of the UI, the greater customers’ willingness to interact is with the brand with a high loyalty, leading to higher sustained revenue growth.
5 levels of purposeful needs
Combining purpose fit, high degree of personalization and behavioral nudging will create robust, compliant products. The only way to validate if your health app complies with the users perception is in validating as much as possible in a lean way.
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