It works the other way too. If the individual starts to neglect their step target, the rose will slowly wither and die. That emotional cost for inactivity proved extremely effective, as many users told us they kept meeting their daily step targets because they wanted their flower to thrive. Powering positive change This combination of data, AI and device interventions – created through a deep understanding of human behavior and design – brought powerful results. To measure them, we divided the users into two groups: active people who were already taking around 2,500 steps per day, and inactive ones who were only taking 600-700. After a month of using the app, the inactive users had increased their steps to around 2,500 a day. Meanwhile the active individuals were typically taking almost 5,000 steps. Ultimately, creating behavioral change across a large and diverse group like a population is about making people want to do certain things, not just telling them to do them. When health apps achieve this emotional connection, they can be used to encourage multiple behaviors,
from drinking more water to getting enough sleep. By incorporating medical information such as test results, they can deliver an even more personalized experience that is truly tailored to the individual’s health. At Fractal, we are excited to see just how much emotionally intelligent fitness technology can help its users achieve. “Ultimately, creating behavioral change across a large and diverse group like a population is about making people want to do certain things, not just telling them to do them.”
We also did away with leaderboards and unhelpful comparisons with others. By comparing individuals against their own previous day’s activity instead, we would help them recognize even the smallest gains and feel that they were winning. As for those demotivating, long-term benefits, we knew that we needed to replace them with a more immediate, inspiring and deeply emotional reward. To quote psychologist Danny Kahneman, “No one ever made a decision because of a number. They need a story.” We tasked our designers to create that story. Making an emotional connection Studies show that if people see their behavior causing something like a plant to grow, they develop an emotional attachment. That’s why our designers created a blooming rose – the flower associated with the deepest emotional connections – as the fitness app’s reward. This image of a rose, with lush green leaves and a beautiful flower, gradually fills with color and detail as the person takes more steps towards that day’s goal. When the goal is met, the flower will be in full bloom.
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Volume 10 ai:sight by Fractal
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