Attain by Aetna App
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 to drive behavior change. Attain improves member health outcomes through gamification of exercise and health education. During my time as the lead of Attain design, the team rebuilt the native iOS app, built a native Android app version and implemented several new features based on key user needs and research insights.
My role: Head of Design, leading product design strategy and team of designers through 2 platform launches and several new feature enhancements
Activity on Android & iOS
Staying Active
Activity goals:
Users have a daily active calorie goals based on sex and weight, with weekly goals that then increase or decrease over time based on previous activity. This challenges members to become more active over time.
• Daily goals: Calorie goal user is encouraged to complete each day for 10 points per day
• Weekly goal: Times per week a user needs to complete daily goal in order to get maximum points for the week
On the activity main tab, the wave animates and fills up throughout the day as a user completes a daily goal. In the bottom section users can track their weekly goal progress, bubbles will fill up to reflect % complete each day, when the week is accomplished the star will be filled in. From here or the “activity history” screen a user can see detailed view of their progress on activity goals.
Users have a daily active calorie goals based on sex and weight, with weekly goals that then increase or decrease over time based on previous activity. This challenges members to become more active over time.
• Daily goals: Calorie goal user is encouraged to complete each day for 10 points per day
• Weekly goal: Times per week a user needs to complete daily goal in order to get maximum points for the week
On the activity main tab, the wave animates and fills up throughout the day as a user completes a daily goal. In the bottom section users can track their weekly goal progress, bubbles will fill up to reflect % complete each day, when the week is accomplished the star will be filled in. From here or the “activity history” screen a user can see detailed view of their progress on activity goals.
Results:
• 31.1% of users achieve daily goal
• 30% of users achieve weekly goal
• 14% increase in calories burned by 6 months in the program for sedentary users
• 31.1% of users achieve daily goal
• 30% of users achieve weekly goal
• 14% increase in calories burned by 6 months in the program for sedentary users
Healthy Actions Android & iOS
Education Through Healthy Actions
Everyday Health Actions:
Simple, day-to-day actions users can take to lead a healthier life. These lightweight tips and actions educate on health basics including: activity, nutrition, sleep and mindfulness. Everyday health topics are served up daily to users as tip and action cards that follow weekly themed scripts.
Key Health Moments:
Created with doctors, Attain uses member health history to serve up actions that are specific to unique health needs. Key Moments include: flu shot reminders, primary care reminders, call to refill RX, ER avoidance, preferred lab steerage, condition specific awareness such as cardiac or women's health. Key moment clinical content is served to users as needed in the form of tip and action cards.
Simple, day-to-day actions users can take to lead a healthier life. These lightweight tips and actions educate on health basics including: activity, nutrition, sleep and mindfulness. Everyday health topics are served up daily to users as tip and action cards that follow weekly themed scripts.
Key Health Moments:
Created with doctors, Attain uses member health history to serve up actions that are specific to unique health needs. Key Moments include: flu shot reminders, primary care reminders, call to refill RX, ER avoidance, preferred lab steerage, condition specific awareness such as cardiac or women's health. Key moment clinical content is served to users as needed in the form of tip and action cards.
Actions are either Health Kit/Fitbit app adjudicated using the sensors on the Apple Watch/Fitbit tracker, confirmed through insurance claims data or self-adjudicated (self-report). Users earn points for interacting with the actions.
Results:
• 24.1% of users interact with Healthy Actions daily
• 87.9% of users complete Everyday Health Actions daily
• 87.7% of users complete Key Health Moment Actions
•Just a single message or interaction in Attain drives a 28% increase in members getting a flu shot.
Results:
• 24.1% of users interact with Healthy Actions daily
• 87.9% of users complete Everyday Health Actions daily
• 87.7% of users complete Key Health Moment Actions
•Just a single message or interaction in Attain drives a 28% increase in members getting a flu shot.
Challenges on iOS and Android
Competitive Challenges
Challenges:
To increase motivation to reach their activity goals, users opt into guided challenges and increasingly personalized, opportunities in-app to engage in healthy behaviors. To build community and competition, users can see how they rank compared to other members.
Feature details:
• Users can participate for 1-week, 2-week, or 1-month duration challenges
• Users can track progress in real-time with the ability to monitor their status
• Users see how they're doing compared to everyone else, and those with a similar target in a leaderboard.
• Challenges create a sense of community as users can compete in the same challenge at the same time
To increase motivation to reach their activity goals, users opt into guided challenges and increasingly personalized, opportunities in-app to engage in healthy behaviors. To build community and competition, users can see how they rank compared to other members.
Feature details:
• Users can participate for 1-week, 2-week, or 1-month duration challenges
• Users can track progress in real-time with the ability to monitor their status
• Users see how they're doing compared to everyone else, and those with a similar target in a leaderboard.
• Challenges create a sense of community as users can compete in the same challenge at the same time
Challenge activity types:
• Apple Watch: Workout (mins), Stand (hours), Steps (#), Exercise (mins), Distance (miles)
• Fitbit: Workout, Steps (#), Distance (miles)
• Apple Watch: Workout (mins), Stand (hours), Steps (#), Exercise (mins), Distance (miles)
• Fitbit: Workout, Steps (#), Distance (miles)
Medical accommodation: For inclusivity users may have a reduced or adjusted goal based on their medical needs. Users are able to request accommodation through Attain's customer service team.
Results:
• 31% of eligible users joined at least 1 challenge in the first week
• Activity (average calories) and weekly goal completion increased for challenge participants during the first month of the feature
• 31% of eligible users joined at least 1 challenge in the first week
• Activity (average calories) and weekly goal completion increased for challenge participants during the first month of the feature
Driving Behavior Change with Rewards
Users earn points for interactions throughout the app. These points are redeemable for gift cards in app. 5,000 points = $5
Eligible iOS users have the option to earn an Apple Watch. These users earn points for interactions throughout the app and the points are put towards paying down the cost of a watch purchased during onboarding.
Results:
• 285,732,744 pts total earned by users per month on average
• 21.6% of eligible users fully earned watch
• 285,732,744 pts total earned by users per month on average
• 21.6% of eligible users fully earned watch
Settings
Users access product settings, preferences and program support.
• Custom accessibility feature for animation control of activity wave
• Communication preferences
• Control wearable device integration
• Share the program with a friend
• Connect with customer service for medical accommodations
• Manage watch payment if applicable
Users access product settings, preferences and program support.
• Custom accessibility feature for animation control of activity wave
• Communication preferences
• Control wearable device integration
• Share the program with a friend
• Connect with customer service for medical accommodations
• Manage watch payment if applicable
Onboarding
iOS users allow permissions to Health Kit which allows Attain backend to connect to Apple Watch data. (top flow)
Android users give permission to Fitbit account to connect Fitbit wearable tracking with the Attain app backend. (bottom flow)
Android users give permission to Fitbit account to connect Fitbit wearable tracking with the Attain app backend. (bottom flow)
Data as of 10/16/22. Reviews are from actual Attain users whose names have been omitted to protect privacy.
Attain user demographics: Aetna commercial health plan members 59% female, 41% male, with average age of 40. Before using Attain, users average $431 per month medical cost & $174 per month prescription cost. Top 5 co-morbidities: 18% hyperlipidemia, 17% anxiety, 16% obesity, 15% hypertension, 12% depression.
The Influence of a Wearable-Based Reward Program on Health Care Costs: Retrospective, Propensity Score–Matched Cohort Study, Journal of Medical Internet Research, Mar 14, 2023
Peer-reviewed paper outlining the methodology used and results of evaluating Attain's impact on medical cost of participants.