Bettina Fliegel Love the suggestion of approaching large pharmacy chains about being a participating sponsor of the rewards program. I think that the choosing the right mix of sponsors is hugely important to the success of the program as it will really drive enthusiasm and adoption. Our team has primarily focused on stores at which our target market makes regular purchases that make up a significant portion of their monthly budget (e.g. grocery stores). Pharmacies fit nicely into that category.
We also really like your idea of money being put into a grandchild's college fund. The sponsor of such a program could be a national bank with cross-market reach.
I'd also like to mention that while using national grocery chains, pharmacies, and banks makes the job of getting sponsors easier for AARP, the program could use geographic data to better target participants in certain markets. Having local grocery stores (or regionally differentiated stores that belong to nation chains like Associated Foods) could be a more appealing option depending on the specific location of the participant. As the research in the earlier phases of this challenge exhibited, older adults generally go to their nearest grocery store to avoid long commutes.
Nina, our Team appreciates your compliments. As Anne-Laure Fayard mentioned we initially took two approaches to the prototype, of which one focused on incorporating similar motivational tactics to a group or community center exercise program. We felt that this approach made it more difficult (in some ways) to administer incentives as "losses"(as you may see in that post), even though the technological barriers do not exist. However, the innovations we have proposed around tracking behavior and delivering incentives can and should be considered in multiple contexts. We ultimately decided that the app was worth exploring further despite the adoption challenges and larger capital investments associated with it, because it allowed for a more consistent and streamlined delivery of the program and it's incentives.
My hope is that our suggested behavioral modifications can inform AARP's strategy going forward, regardless of final solutions they choose to pursue from this OpenIDEO challenge.
Team I was able to talk to someone at the YMCA about our prototype. They were a 65 year old women that has a smartphone and uses the internet. She uses a few apps, mostly to communicate with family or to perform simple tasks (calculator, check the weather, etc.) I've posted a few of their insights below:
1. She likes using her smartphone apps, but still feels like she as a lot to learn and is constantly relearning things that she uses infrequently.
2. Icons on the apps need to be large and easy to read.
3. Similarly, each "page" in the app can't be too cluttered or complicated. Easy navigation is hugely important.
4. The idea of "community" encouraging participation was intriguing, but social networking was a pretty foreign concept to her beyond the name "Facebook". She liked the idea of considering her friends as "teammates" and family members (caretakers) as "coaches" that encourage her to reach her goals, but she didn't want them to be able to access specific information.
5. Earning money toward her local grocery store seemed to be appealing and she liked the idea of having that "money in the bank" to begin with. I didn't go too deeply into the behavioral economics concepts that are driving the rewards system, but she seemed to grasp the idea of "losing money for not participating" pretty easily. She did get confused a bit about where the money came from: did she have to put the money in? Could she withdraw it at any time? But, again, once I explained that the sponsor put money is put into a piggy bank in the app she seemed to understand.
6. She seemed equally responsive to the idea of getting a 30% coupon up front and having 1% taken away every day that she didn't reach her goal. But based on the fact that the "piggy bank" metaphor is what really drove home the concept, I wonder if the percent off idea would be harder to communicate.
7. Lastly, she did not have much familiarity with the mobile activity tracking app and had never used a wearable activity tracker. She seemed pretty interested though, and liked that she didn't have to do anything to install the technology. She was really curious about Fitbits and had a few friends that had recently got one, but she didn't think it was "for her". This reminded me of a paper I had read about wearable tech for people over 50 (https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4749845/).