Our challenge was to identify and scope a connected personal health product that would create long term engagement, leading to healthier habits – despite their fleeting attention spans, particularly when it comes to routine elements of their day. Creating a unique, connected experience that takes a seemingly “boring” task, i.e. chore, and make it fun and educational, would help build long-term habits that will benefit a customer’s health for years to come. As we learned through research, one of the biggest challenges and opportunities to create value related to the need to reduce stress related to the routine. Capitalizing on this core insight would be enough to generate demand and solidify our customer’s reasons for purchase.
We began the value proposition validation with the hypothesis that customers engaged with their at-home routine incorrectly more often than not…or, they did not have any interest in a structured, personalized routine whatsoever. From this, we sought to understand existing behaviors, motivations and perceptions of personal care. In order to achieve our desired behavior change, we needed to create an experience that would be not only educational, but fun.
With this initial set of information and parameters established, the value proposition validation process began via an intense research and feedback loop with a selected pool of target customers. A mix of contextual interviews and iterative user testing was employed. A pilot study followed, where customers used the product for 30 days in their comfortable, in-home environment. In order to gain transparency into how the product integrated into their daily lives,we used a combination of surveys, remote contextual research, and local circumstantial interviews to provide insight into the natural environments and routines influencing our participants’ at-home decision-making. Through these strategic tactics we were able to judge attitudes about functionality, features, and the general ease of product usage within their daily routine.
Knowing that one solution doesn’t necessarily appeal to all, we approached the challenge using several design options and employed A/B testing to observe the customer’s preferences and performance with the varying prototypes. Through precise questioning we were able to to determine comprehension of the content displayed in two different forms. We were also able to observe precisely how the customers interacted with the different prototypes. This allowed us to determine which format made the most sense to our customers and which they were able to interact with more intuitively. We added in peer-reviewed research to bolster the validity of the A/B test results to ensure the direction of the final product was solid.
Finally, we utilized our IoT analytics platform, Smashing Insights, to track individual user actions throughout the study in real-time. It provided ongoing transparency into the prototypes, allowing us to identify behavioral trends and create more robust profiles of our key end users. Through this process we were able to identify the necessary fixes required to boost customer engagement. For this particular phase, engagement was the main metric of success. Looking at the data through the lens of our Motivational UX™ Methodology we validated engagement levels through time spent on sticky features and usage rate frequency.