The reward system on mHealth
Many mobile apps use game mechanics to incentivise the users to increase engagement (performing tasks) with the services/solutions.
Darejeh (2016) reviewed 78 studies on gamification in various industries (e.g. fitness, learning, software usage, etc.) and found that the game mechanics used to overcome engagement to motivate users to change behaviours are points, challenge, and a clear goal. The key members of reward mechanics consists of reward trigger, contextual type of reward, reward type and reward usage.
The reward process grants one type of reward (e.g. points, coins, etc.) to the users when they complete a task for which a reward trigger is defined. After being granted a reward, users can use the reward for different purposes based on the defined reward usage. For example, the Duolingo user earns points when completing a task and the user could also double the earnings when a booster is applied (contextual type of reward), then the user could use the points to extend certain features.
The study found that using a combination of various game mechanics can decrease the trend of boringness, highlighting that using different contextual types of reward (reward granted depending on the content, e.g. sudden reward, rolling reward) is one of the most effective parameters to keep users’ engaged.
What are the users saying about gamification? Thus far, there were only papers about symbolic reward…
A qualitative study on 19 weight loss mHealth users indicated that small and instant rewards highlighting achievements is important. (Tang 2015) Based on think aloud survey that focus on an app that helps monitor excessive alcohol consumption, the users appreciated positive visual and audible confirmations of their actions and achievements. The users reported positive reinforcement was useful in supporting and recognising their effort in creating new habit. (Crane 2017)
The above survey was conducted within a short period (maximum three weeks usage period). It is likely that when the novelty runs out, the symbolic reward is no longer motivating or the main factor that keeps users engaged with the technology. A qualitative interview study with Type-2 Diabetes patients that used health apps for at least 22 months elucidated that virtual rewards (badges, points, stars) are not motivating or facilitate any engagement with the application unless they can be converted into tangible rewards.(Peng 2016)
Unfortunately, there isn’t any paper about the user performance on mHealth with gamification at the point of writing. In my opinion, it is common to observed symbolic rewards among the mHealth app, however, contextual rewards are designed badly (boring and the reward is not enticing). Are you building a health app? What do you think?
Darejeh, A. and Salim, SS. Gamification Solutions to Enhance Software User Engagement — A Systematic Review. International Journal of Human-Computer Interaction. 2016. DOI: 10.1080/10447318.2016.1183330
Tang J, Abraham C, Stamp E, Greaves C. How can weight-loss app designers’ best engage and support users? A qualitative investigation. Brit J Health Psych. 2015; 20, 151–171.
Crane D, Garnett C, Brown J, West R and Michie S. Factors Influencing Usability of a Smartphone App to Reduce Excessive Alcohol Consumption: Think Aloud and Interview Studies. Front. Public Health. 2017;5:39. DOI: 10.3389/fpubh.2017.00039
Peng W, Yuan S, Holtz B. Exploring the Challenges and Opportunities of Health Mobile Apps for Individuals with Type 2 Diabetes Living in Rural Communities. Telemedicine and e-Health. 2016; 22 DOI: 10.1089/tmj.2015.0180
