Attain App : Streaks + Badges

The Attain app is a sensor-based health, activity & rewards experience delivered via native mobile apps. Attain combines user health history with wearable data to offer personalized goals, achievable actions and rewards with the goal of driving behavior change to improve user health. In Attain, users earn points for their health interactions that can then be redeemed for gift cards or Apple Watch payment.

Problem Statement: In early 2022, it was decided to open Attain to members of the CVS Caremark and CVS Specialty programs. ​However, due to legal constraints we are unable to financially reward these new user types. We set out to find a solution for a non-financial rewards program that would support healthy habits and behavior change.

My Role: UX Strategy, UX Research, Content Strategy, Wireframes, User Flows, Prototypes, User Testing, Final Designs

Partner in crime: Duncan Okes

01 RESEARCH + DISCOVERY

The team conducted several research studies before beginning any design work to better understand user needs and behavior change engagement tactics that may be beneficial to the Attain user group.

02 workshop

The Experience Design team ran design workshops including Crazy 8’s for non-financial rewards that could impact behavior change. Several workshops were conducted with Product, Architecture and Design teams to define scope of the features. ​Together we looked at all the uncovered techniques and ranked them on their assumed importance to the user and their technical feasibility. ​

Going off the Prioritization Grid, we dove into some of the techniques that scored high on feasibility and user importance.

This exploration process as well as conversations with business stakeholders led us to Streaks and Badges. These would give our users something motivating that encourages daily usage, higher activity and competition with their  past selves.

03 Early prototype

We designed concepts for streaks and badges, exploring the impacted screens and design implications.

Implementing streaks for Healthy Actions reinforces healthy behavior, and daily use. While streaking Weekly Goals allows us to encourage physical activity with less risk of burn out (as streaking Daily Goals would).

After narrowing down some design concepts with business stakeholders, we landed on a prototype to test with some perspective users.

Test Results and Motivation Scores:

Results validated that Streaks and Badges would increase user engagement as a non-cash rewards system:

05 final designs: Streaks

The goal of Streaks in Attain is to increase users consistent engagement with the app. Streaks would be earned by users both within Activity and Healthy Actions. Streaks would start upon the second completion of an action, for Activity a Streak starts with 2 weeks consecutive completion of Weekly Activity Goal, for Healthy Actions a Streak starts with 2 days consecutive completion of a Healthy Action card. Users can view their current streak and best streak within the Activity and Healthy Actions tabs.

06 final designs: badges

Badges would be awarded to all users throughout the app. The feature was planned to release on both iOS and Android. Users who are eligible for financial rewards would view Badges as part of their current "Rewards" tab from the bottom navigation. Non-financial program users would see a "Badges" tab in the bottom navigation instead of "Rewards". From the main tab, users can view their recent Badges and high level stats for achievements across the app.

Badges Detail View

Users could tap into the detailed view of Badges section of the app in order to view by app section and specific Badge details. For example in "Activity Badges" view a user could swipe through achieved, in progress and available badges across this section of the app. By tapping on a specific badge, users could drill into a detail view and see more information on how to earn the badge, track progress toward the badge and see related badges available.

Streaks & Badges In-App Notification

At launch of each feature, all users would receive an in app full screen notification to educate and drive excitement for the new engagement mechanism. Users would also receive notifications in app when they completed badges that could include several badge achievements.

Badges System

To determine how users earn badges, we looked at each section of the app and worked out what they can do there. Looking at each individual action, we determined what badge type would best suit it.

For badging the repetitive completion of something like a daily goal, we landed on a milestone concept. These milestone badges run along cadences with calculated gaps that give a challenge while keeping momentum.

We also provided badges that users can earn several times (ex: 200% their daily goal) as well as ones that don’t show up in the initial list (ex: completing in the top percentile of a challenge). Some guidelines for this decision were inclusive best practices as well surprise and delight moments.

We determined most badges should be named explicitly but others could have thematic names that build with each other (like Base Camp > Ridge > Summit)