Gaming psychology + behavior change techniques for chronic condition management
The problem
Teladoc Health users were overwhelmed by all the content, tasks, and steps of our chronic condition management programs. There was too much information in too many places, which led to user overwhelm and demotivation. We wanted to streamline the user experience so patients could more easily maintain their motivation, adhere to health behaviors, and accomplish their goals.
The project
We leveraged behavioral science strategies steeped in goal-setting and motivation psychology to design a novel, gamified, and personalized experience for chronic condition management.
The Highlights
Our main goal? Let’s make tasks and health goals seem fun and inspiring - not heavy, out-of-reach, or impossible. Some highlights included:
Leveraged goal-gradient theory to design graded, bite-sized tasks and actions that boosted motivation and self-efficacy
Designed a push notification “hook” strategy using 10+ behavioral change techniques (BCTs) to address different challenges users might face reaching their goals or staying motivated after setbacks
Created customized badges, awards, and feedback loops to build gamification experience, celebrate wins, and build user engagement
Developed tailored messaging moments based on a user’s current progress that were rooted in behavioral science and encouraged the next right action or step for each individual
The wins
These new journeys are currently driving more active daily users and weekly engagement within Teladoc’s in-app experiences. Since the project only recently launched, we’re still tracking engagement and metrics. Ultimately, we’re confident this customized experience will help to drive better clinical outcomes, increased revenue, and better user sentiment about chronic condition management.
The “What-Ifs”
We’re curious to see how these flows affect behavior change over time, especially given the unique challenges that users face depending on their health conditions. There are probably opportunities to use more tailored behavioral interventions for segmented populations as we learn more about user preferences, goals, and needs across the condition management journey.
