BYL INE
A blooming rose, an emblem of passion and connection is the fitness app’s reward.
Leaderboards are focused on comparisons with other users, so those at the bottom start to feel like losers. Outcomes are typically rendered as long-term benefits like weight loss or improved health, so progress can seem slow or nonexistent. By doing these things differently, we would be able create a much more personalized, positive and achievable experience for our cohort of users.
We studied numerous various behavioral change models, along with the ways that smartwatch manufacturers typically approach step goals. There were three key areas that we wanted to change: Most behavioral change models ask people to meet aspirational goals, such as the widely accepted gold standard of 10,000 steps per day.
Fractal’s AI capability allowed us to keep track of individual data and replace big, aspirational goals with small, personalized ones. We decided to ask users to do just 1% more than they had the day before. Those goals were managed on a personal level too. When a person had been using the app for a week or two, we used their past data to figure out when they were most active during the day. By sending them a message just before this ‘active time’, we could prompt them to get active at a time that felt natural to them.
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Volume 10 ai:sight by Fractal
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