Daisy Wheel is an application for breast cancer prevention for teenage girls.
Its goal is to encourage girls to modify their behavior regarding preventive care with the help of technology.
Understand a young woman's perception of breast health to increase User Acquisition.
However given the insecure nature of adolescence and the sensitive and personal nature of the topic, a method that allowed for us to be indirect was required.
Rapid Contextual Design Interviews helped us understand young women, and learn how they think of and perceive health.
Rapid Contextual Design is an indirect research method. It consists of gathering information about users’ current practices regarding an overarching issue rather than a specific one.
In this case, we interviewed young women to learn about their position and perceptions of overall health with the intention of indirectly gaining insights on their breast cancer prevention practices.
We analyzed the key points gathered in the interviews with an affinity diagram. Through the analysis of the notes and by organizing them into clusters we learned how the girls think of and perceive health. The diagram allowed us to identify emerging patterns in the girls’ behaviors.
The design team then interpreted the information, using it as an inspiration to create prototypes and new concepts which could be applied to the existing Daisy Wheel app.
Our analysis of the girls’ responses revealed seven common threads that provided insight into into three main categories.
I don’t pay attention to the opinions of strangers or information that is too technical.
The design team envisioned how the app could adapt to the girls’ current behaviors. We created three task-flows for Daisy Wheel’s new process:
The original Daisy Wheel app provided two types of tips, one regarding the steps for doing a Breast Self Exam (BSE), or how-to tips, and another regarding the importance and frequency of performing BSEs, or recommendation tips.
Discovering that young girls are not drawn to technical information, the how-to tips would be enriched by adding short video content in place of written content.
Knowing that girls are more influenced by their own experiences, or those of people close to them, there exists a great opportunity to showcase testimonials of people sharing their experiences with breast cancer.
Such testimonials could come from friends, family or even celebrities, athletes, etc. In addition to the testimonials of others, girls could record a video of their own testimonial with a “my own experience” video, all of which could be shared privately or through social media.
The concept of quotes and photos was inspired by the need of raising awareness about the importance of BSE and early detection as well as annual visits to the doctor. Girls would be encouraged to share photos within the Daisy Wheel community —all app users— and through social media.
Once a photograph is taken or selected from the image gallery, girls could pick from a set of quotes. A variety of quotes would be available, ranging from those that are inspirational in nature, to facts about breast cancer and how small steps towards prevention can make the difference. Girls would also have the option to add a quote of their own.
This imagery would be used as the building block for the experience of the reminders, as explained in the third suggested feature.
Since trust in the source leads to action, our aim was to create an experience that was friendly, personal, and approachable. Knowing that the user is already aware of the fact that good habits lead to health, we discovered an opportunity to encourage and empower girls to build such habits and to become aware of their own health at an early age.
Girls would receive a monthly reminder to perform a BSE. The reminder would be accompanied with an image from the Daisy Wheel quote collection serving as both a reminder as well as support from the community.
If a user performs the BSE for the corresponding month, she would receive a feedback message stating, ‘Congrats for getting in touch with your health!’ along with a reward. The reward would be a badge in the shape of a flower pot that is collected in a virtual garden.
The garden is a visual representation of their health, showing the month by month BSEs that she has performed to date. In return, her badge could be shared, encouraging others to take action as well.
To increase User Acquisition, always keep your user, including their age, in mind. For a younger audience, interactive and sociable apps are best.
For apps that are geared toward sensitive and personal information, such as health, research methods must adapt accordingly.
In such cases, surveys are not the ideal research method since they obtain quantifiable information. Insight into habits is more useful, therefore delicate information is best obtained via user-centered methods such as interviews.