Designing with Data

DESIGNING WITH DATA2017 NewCo MasterClass

Designing with data?

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What do we mean by…

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Design with data?

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Why

“To let meaning occur requires time and the possibility for the rich and varied relationships among things to become evident.”

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Patricia Carini

am I here?

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Why

ABOUT OMADA

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KICKOFF preparation

HYPER-PERSONALIZED focus

MONTHS 1 – 4 foundations

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TOOLS & SUPPORT THROUGHOUT THE JOURNEY

YEARLY opt-in

ABOUT OMADA

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KICKOFF preparation

HYPER-PERSONALIZED focus

MONTHS 1 – 4 foundations

+

TOOLS & SUPPORT THROUGHOUT THE JOURNEY

YEARLY opt-in

ABOUT OMADA

Omada’s business model is reliant upon delivering personalized healthcare to help people lose weight.

TIME

BREAKEVEN

RE

VE

NU

E

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The Game Plan

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BUILDING PRODUCTS WITH DATA02

TIPS + TRICKS03

01 SOME CONTEXT

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SOME CONTEXT

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Customization VS.

Personalization

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Customization VS.

Personalizationoccurs when a system utilizes contextual data to provide a user with what they need without them having to ask for it.

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Customization VS.

Personalization

occurs when the user manually sets their preferences among existing choices.

COMMON TYPES OF PERSONALIZATION

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Active Personalization

Sensor-Based

Chat Bots

Recommendations

Related Content

WHY PERSONALIZE?

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Optimize Contentbased on the user’s context and needs

by shortcutting steps and promoting functionality

Improve Usability

so the experience can grow with the user

Shape the Journey

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AutomatedVS.

Rules-Based

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BUILD PRODUCTS WITH DATA4 Ways To

Understand Your User’s Context of Use

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USE DATA TO01

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01 Understand Your User’s Context of Use01

Passive DataDEVICELOCATION INTEGRATIONSPREVIOUS ACTIVITY

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Active DataSIGN-UP SURVEYS RATINGS

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01 Understand Your User’s Context of Use

TIME OF DAY

01

Usage Data

FUNCTIONALITY USED

DEVICE PREFERENCE

ACTIONS TAKEN

ABANDONMENT

TIME ON SCREEN

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Usage Data

PROGRAM TIME (WEEKS)

Paint a Complete Picture of Your Users

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USE DATA TO02

Paint a Complete Picture of Your Users

In the GameAlong for the Ride

Seasoned Vet Here for the Experience

Virtual Fan

PRIMARY TARGETSECONDARY TARGETSECONDARY TARGET

Personas

02

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Paint a Complete Picture of Your Users02

FOOD QUALITY

WEIGHT CHANGE

WEIGH INS

HEALTH IQ

DAILY ACTIVITY

ACTIVITY

LESSONS FINISHED LAST 7 DAYS

WEIGHT (lb)

FOOD

STEPS

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FOOD TRACKING

MINDSET

CHALLENGES

DEVICE USE

SUBJECT MATTER KNOWLEDGE

TONE RESPONSIVENESS

VITALS

PROFILE

MOTIVATORS

ENGAGEMENT PERSONAL

PERFORMANCE

High Increase

Daily

High

Active

Active

AllFrequent

Growth

Portion Management

Community support

Android

Food

Encouraging

Activity

Celebratory

Sleep

Educational

Stress

Suggestive

Food Tracking

Messaging

Lessons

Web

Progress

Lessons

Group Board

Food Tracking

Busy Schedule

Family activity

Exercise Routine

Low Decrease

Monthly

Low

Inacive

Inacive

NoneInfrequent

Fixed

WEIGH-IN HISTORY

AVG USAGE TIMES

10,293

M

Conditions

Favorite Food

High LDL

Cheeseburger

High BP

Profiles

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FOOD QUALITY

WEIGHT CHANGE

WEIGH INS

HEALTH IQ

DAILY ACTIVITY

ACTIVITY

LESSONS FINISHED LAST 7 DAYS

WEIGHT (lb)

FOOD

STEPS

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FOOD TRACKING

MINDSET

CHALLENGES

DEVICE USE

SUBJECT MATTER KNOWLEDGE

TONE RESPONSIVENESS

VITALS

PROFILE

MOTIVATORS

ENGAGEMENT PERSONAL

PERFORMANCE

High Increase

Daily

High

Active

Active

AllFrequent

Growth

Portion Management

Community support

Android

Food

Encouraging

Activity

Celebratory

Sleep

Educational

Stress

Suggestive

Food Tracking

Messaging

Lessons

Web

Progress

Lessons

Group Board

Food Tracking

Busy Schedule

Family activity

Exercise Routine

Low Decrease

Monthly

Low

Inacive

Inacive

NoneInfrequent

Fixed

WEIGH-IN HISTORY

AVG USAGE TIMES

10,293

M

Conditions

Favorite Food

High LDL

Cheeseburger

High BP

Profiles

FOOD TRACKING

Frequent

Infrequent

DEVICE USE

Android

Food Tracking

Messaging

Lessons

Web

Progress

Lessons

Group Board

Food Tracking

PERFORMANCE

FOOD QUALITY

High

Low

“FAMILY” AS MOTIVATION

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Subgroups

WEEKS 1-4

REGULARLY TRACKING

MESSAGES COACH DAILY

WEEK 17+

COMPLETED < 9 LESSONS

COMPLETED ALL LESSONS

WEIGHT CHANGE < 1%

GAINED WEIGHT

PRIMARILY MOBILE

NEW TO HEALTH PROGRAMS

GROWTH MINDSET

Stress Test the Design

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USE DATA TO03

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MULTI-DIMENSIONAL

ONE-DIMENSIONAL

DEFINED

UNDEFINED

Stress Test the Design03

Optimization

ExperimentationDiscovery

Concept Design

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MULTI-DIMENSIONAL

ONE-DIMENSIONAL

DEFINED

UNDEFINED

Optimization


Concept Design

Experimental DesignEXAMPLE 1

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Size the Problem

WEEK

MEAL TRACKING

POWER ANALYSIS

1,800 Users needed to track

3,025 Enrollees

2 months Experimental duration

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Identify the Hypothesis

Automated, immediate food feedback increases the volume of Participant meal tracking.

Size the Problem

Estimated 4% lift in meal tracking per Participant


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Think ModularlyIdentify the HypothesisSize the Problem


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Create Variability

LET'S DO THIS.

Awesome! Way to track on the weekend.

We know it’s tough, but boy is it worth it. Our data shows that weekend

trackers lose more weight.

LET'S DO THIS.

Way to focus on health, {NAME}!

Whether your meal earned 1 star or 3, what matters is that you’re keeping

health in mind.

LET'S DO THIS.

Congrats! You tracked your very first meal.

This is the start of a health-changing habit. Tracking makes it hard NOT to

make better choices.

7DAYS!

6DAY

S!

5DAYS!

Celebrate your 7-day streak!

That’s a full week of solid tracking. We’re firing the confetti cannons in

your name, {NAME}.

Awesome! Way to track on the weekend.

The data is in, and weekend trackers get the best results. Keep it up!

LET’S DO THIS.

2DAY S !

LET'S DO THIS.

You’re on a 2-day tracking roll!

How long has it been since we told you that you’re awesome? Yesterday?

That’s too long.

LET'S DO THIS.

Yes!!! That’s 3 meals tracked in a row.

Tracking helps your coach give you the best possible tips and advice. Keep

those details coming!

9 meals tracked. No looking back!

Don’t miss a meal now, {NAME}. This

LET'S DO THIS.

WHOA, that’s 12 meals tracked in a row!

Kudos on staying committed, {NAME}. We can’t wait to see what you do next.

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MULTI-DIMENSIONAL

ONE-DIMENSIONAL

DEFINED

UNDEFINED

Optimization


Concept Design

Concept DesignEXAMPLE 2

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Size the Problem

WEEK

LESSON COMPLETION

QUALITATITE COMPLAINTS

“Not mobile-friendly” despite uptick in mobile users

“Not actionable” and creating information overload

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Identify the HypothesisSize the Problem


Smaller, more mobile-friendly lessons with varying media types and actionable, interactive lessons, will increase week over week lesson completion.

GOOD LUCK EVALUATING THIS WITH AN EXPERIMENT

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WHY

WHAT

HOW

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WHAT

WHY

HOW

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WHY

Create VariabilityThink Modularly

Activity

Omada’s Dr. Cameron on

Why to Get Moving

EXIT

Racking up 30 active minutes will help:- stabilize blood sugar - manage your weight- keep your heart healthy- improve your mood- strengthen your bones… the list of proven benefits goes on.

ActivityEXIT ActivityEXIT

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Create VariabilityThink Modularly

Activity

Omada’s Dr. Cameron on

Why to Get Moving

EXIT

Racking up 30 active minutes will help:- stabilize blood sugar - manage your weight- keep your heart healthy- improve your mood- strengthen your bones… the list of proven benefits goes on.

ActivityEXIT ActivityEXIT

Activity

Richard Simmons on

A Life of Activity

EXITActivity

What activity does for you

During Your Commute

On Your Lunchbreak

At Elevators & Escalators

Picking Your Parking Spot

ActivityEXIT

QUIZ: YOUR ACTIVITY

Activity

How Much Exercise is Enough?

Every second you spend moving is a plus.

But to reap significant health benefits, the CDC recommends a minimum of 150 accumulated minutes of activity per week. Workouts should be at least 10 minutes long and “moderately” intense. Examples include walking briskly, riding a bike on level ground, mowing the lawn, or vacuuming. As long as you move for 10 minutes at a time, you can split up that 150 minutes any way you’d like. Walk for a half hour after lunch Monday through Friday, take a fitness class 3x/week, or TK EXAMPLE. You get the idea.

To reach moderate intensity, get your heart rate up to the point where you can talk comfortably, but not sing. If you can belt out your favorite tune while working out, pick up the pace.

DONE

Activity

Sneaky Steps

Select one or more of the following techniques to try this week to up your daily step count.

During Your Commute

On Your Lunchbreak



Making Phone Calls

WHAT BURNS MORE CALORIES AFTER

5 minutes?

2 of 10

Verizon 22%4 21 PM:

WALL SITS

SUPERMANS

Verizon 22%4 21 PM:

Action HeroLevel 1

ACTIVITY

Become more conscious of your sedentary habits by accepting this 3 day challenge that will nudge you to get off

your butt for 10 minute every hour.

NO THANKS LET’S DO IT!

WHY

WHAT

HOW

Activity

What activity does for you

During Your Commute

On Your Lunchbreak



WHAT BURNS MORE CALORIES AFTER

5 minutes?

2 of 10

Verizon 22%4 21 PM:

WALL SITS

SUPERMANS

Evaluate and Iterate

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USE DATA TO04

% O

F PA

RTI

CIP

AN

TS W

HO

TR

AC

KE

D A

ME

AL

DAYS IN THE PROGRAM

Meal tracking steadily declines throughout the program.

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Evaluate and Iterate04

% O

F PA

RTI

CIP

AN

TS W

HO

TR

AC

KE

D A

ME

AL

DAYS IN THE PROGRAM

With Food Feedback, meals tracked increased an average of 10-15%.

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% O

F PA

RTI

CIP

AN

TS W

HO

TR

AC

KE

D A

HE

ALT

HY

ME

AL

DAYS IN THE PROGRAM

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Meal healthiness also increased 8-12% with Coach Feedback.

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A FEW TIPS

TODAY

Rising medical costs for obesity-related disease are impacting your business.

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Understand Your User’s Context of Use01


Stress Test the Design at Each Step03

Recap


TODAY

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To identify innovative new ideas for your product.

To learn why something is or isn’t working.

Don’t Use Data…

As the sole criteria for product decisions.

As a signal that the feature is immediately ready to ship.

TODAY

Rising medical costs for obesity-related disease are impacting your business.

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Understand the why behind the data.01

Gut check that you’re investing in something meaningful (and not being creepy).

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Ensure tight alignment and open dialogue between design, data science, product management and engineering.

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At Each Step

THANK YOU!

[email protected] 76