Abstract: |
The Growing Threat of Noncommunicable Diseases
Noncommunicable diseases (NCDs) such as cancer, heart disease, and diabetes are the leading cause of death worldwide (CDC, 2023). Preventive medicine, which includes adopting healthy lifestyles, is an effective method to control NCDs, but obstacles such as lack of awareness and reluctance to change can hinder efforts.
The Synergy of Digitalization and Behavioural Sciences in Preventive Medicine
With digitalisation, healthcare has become more personalised, allowing for scalability to larger populations. Meanwhile, behavioural science research delves into the motivations behind individual and population-level health behaviours, enabling creation of policies, programmes, and products/services that promote better health for all (WHO, 2023).
We leveraged validated behavioural science approaches to manage lifestyles and mitigate risk of chronic disease. By using a digital healthcare approach, we can personalise our solutions and scale them up for large populations.
Designing a User Journey informed by Behavioural Science to instil healthy habits
While making lifestyle changes can be exhilarating, it can also be a daunting task to many. We leverage upon best available evidence on habit formation to support users in initiating and maintaining healthy lifestyle changes.
We devised a comprehensive 21-day user journey that considers varying levels of motivation which users exhibit during lifestyle change. The journey comprises seven key time points, namely day 0, 1, 3, 7, 14, 19, and 21. To ensure timely and effective interventions, we integrated appropriate behavioural change techniques (Michie et al., 2013) to support users at every stage of their journey.
On the first day, we acknowledge that individuals may have differing levels of readiness when it comes to engaging in lifestyle change. As a solution, we embedded three behavioural change techniques: the readiness ruler, implementation intention, and provision of material incentives. These techniques work together to provide more autonomy to individuals with lower readiness, encourage the setting of intention and outcome goals, and create anticipation on expected rewards at the end of their journey.
As users progress through their journey, their motivation may wane due to competing demands. To address this, at day 7, we introduce relevant educational materials that explain the non-linear nature of change. We assist users in re-attributing their challenges to external factors and connect them with other users who are working on similar habits for social support.
As the user approaches the end of their journey, we highlight the saliency of consequences through strategically placed animations that simulates a countdown to their finish line, helping them anticipate successfully completing their journey.
All behavioural change techniques were carefully selected to avoid any potential conflicting mechanisms of action.
Conclusion
In summary, our approach considers users’ varying motivation levels throughout their journey towards a healthier lifestyle. Behavioural change techniques are embedded strategically in an affordable and accessible digital platform that is scalable, yet personalized to each individual, ensuring end-to-end support and highest chance of success. With this, it has excellent potential as an effective and powerful tool to address the global rise of NCDs by promoting healthier communities and reducing risk of disease. |