Part II - Personalized Healthspan Coaching: Problem Development
Project Type
Problem Development
Date
May 2024
Location
College Station, TX
This case study is the second section in an independent study I completed under the mentorship of Dr. Mark Benden through the school of Public Health during my final semester at Texas A&M.
The goal of this case study was to understand a potential approach to healthspan as a problem to tackle from the perspective of a customer. I practiced problem development through: ​​
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Literature review
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Switching interviews
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1:1 interviews with potential users.
NOTE: Please take a look at Part I for an introduction to this project.
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Switching Interviews
Research was conducted to identify the demographic most interested in improving healthspan and to discover that demographic's motivations for change.
To simulate switching interviews (calibrated questions designed to determine the "hiring"/"firing" criteria for a product or service) an informal analysis of reviews from various health and fitness products was completed.
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30
Reviews
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62
Average User Age
Within the small dataset of 30 individuals, no discernable trend surfaced in the age group for those newly interested in health goals.
The top "trigger points" for engagement with health goals were found to be:
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New awareness of mortality
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Personal or family medical diagnosis
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Desire for improved well-being or pain level
Voice of the Customer Interviews
These 26 conversations were conducted in order to:
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Understand what might cause individuals to consider lifestyle changes based on long-term health goals
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Determine highest value activities throughout the aging process
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eg, What matters most to people in their day-to-day lives?
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Gather information to design tailored training programs
30 prospective interviewees were asked to fill out a voluntary form that gathered personal health history and any genetic factors based on family history.
Another survey question explored factors that had increased the individual's desire for a change in the way they approached long-term health.
The biggest motivators for change were found to be: awareness of own mortality, (53% of the 30 participants mentioned) a desire to experience less pain, (30%) and motivation from a recent medical diagnosis (20%)
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After interviews, participants completed a "top ten" exercise. They named ten activities that were of the greatest value to them, and which they believed would still be most important to them during their marginal decade. (Their last decade of life.) Activities for this list were suggested in a list format, but participants had the option to add their own ideas.
"Top Ten" Healthspan Goals the Interviewees Chose Most Often:
69%
chose
This was a shortcoming of the study, as it was not clear to participants whether this meant travelling by car, or driving one's self.
Traveling by Car
All participants chose at least one
For example, getting up off of the floor on one's own (crucial for safe independent living!) cleaning the home, and bathing one's self.
Independent Mobility Task(s)
50%
chose
For example, those needed for meaningful conversation with others.
Cognitive Abilities
Conclusion
Reflections and Value Proposition
Four high-impact takeaways from this section:
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On the whole, younger participants favored physical activity goals while older participants prioritized independence and cognitive ability.
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Participants with a growth mindset and a willingness to learn showed the most interest and engagement in making lifestyle changes.
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Those with supportive communities had a far easier experience in retaining those new habits and lifestyle changes over time.
Using a targeted approach based on:
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instances of the "Four Horsemen" in family history (see part I)
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personal "top ten" goals
will be far more effective than recommending a general set of health goals.
For example:
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"I will start a running program"
or
"I will lose 10 lbs"
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vs.
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"I will gain and maintain the strength to be able to roughhouse with future grandchildren"​
or
"I will take steps to maximize my odds of delaying or avoiding Alzheimer's disease so that I can continue to intelligently discuss new things I'm learning with my spouse."
Unique Value Proposition
The UVP is the unique way a product would need to provide value to the customer to satisfactorily address their most pressing need.
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These conclusions provided a deep understanding of the problems facing everyone as they age, but especially those experiencing life transitions.
This "customer problem hypothesis", though not included here, allowed for the development of a Unique Value Proposition:
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Age-related declines can disengage you from what is most meaningful in life with little warning.
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Navigate life transitions with confidence and curiosity for the future.
Instead of telling you to work harder or just do more to “be healthy”, we provide personalized guidance through data-backed coaching.
We will ride shotgun with you on your health journey, pointing out potential pitfalls and dangers while keeping your values and immediate needs in focus.
Take a look at Part III to see the solution designed in response to this universal challenge!
You can also reach me directly using the Contact page.