How to use the Internet, Smartphones, and Digital Health to Improve the Breastfeeding Experience Anna Sadovnikova, MPH, MA, Kirat Sandhu, Anita Gunaseelan January 27, 2017 California Breastfeeding Coalition Summit
Conflict of Interest Disclosure • Anna Sadovnikova is the CEO, co-founder, and shareholder of LiquidGoldConcept. • Anita Gunaseelan and Kirat Sandhu are LiquidGoldConcept consultants. • LiquidGoldConcept paid for conference registration for all three presenters.
Agenda • Internet: How to write a blog post that people will see and read? [Kirat] • Activity #1: Using Google Trends to answer your questions about breastfeeding terms. • Smartphones: What are the most common features/ functions available in free breastfeeding apps? [Anita] • Digital Health: What is the future of digital health in breastfeeding promotion and education? [Anna] • Activity #2: Your turn to design a breastfeeding app!
How to use Google Trends to write effective online content Plugged, blocked, vs clogged duct?
How to use Google Trends to write effective online content 1 www.google.com/trends 2 Enter your search term
How to use Google Trends to write effective online content 3 Compare your search terms of interest
How to use Google Trends to write effective online content 4 A comparison of plugged vs. clogged vs. blocked ducts
How to use Google Trends to write effective online content Cater your content to the most popular 5 search term and related queries.
Activity #1: Using Google Trends to answer your questions about breastfeeding terms
Objectives 1. To identify and review free breastfeeding smartphone apps available between June 2014 and December 2016 2. To categorize unique features/functions 3. To develop a metric to evaluate the success of an app based on number of ‘stars’ and ‘reviews’
0 2 4 6 8 10 12 14 16 18 20 Number of features
Frequency of Features/Functions in Reviewed Apps in 2016 0 5 10 15 20 25 30 # of apps
No dominant color scheme # of apps
#2 Identify breastfeeding concern —plugged #1 Customize experience by selecting duct, trouble pumping, low milk production, breast shape, size, and skin color breast pain, engorgement, difficult latch, alternative feeding strategy. #5 Learn about breastfeeding — #3 Learn a breastfeeding What’s happening to technique through Pixar- your body and why style animation. View what you are doing technique from two is helping—in the angles. Choose from over Breastfeeding 50 different latch, breast Dictionary with video massage, alternative tutorials and term feeding, pumping, and definitions at a 6th hand expression grade reading level. animations. #4 Provide feedback , participate in community forum, improve experience by filling out survey
• Technology platform • What software/hardware are you using? iOS, Android, website? • Interoperability/Health Information systems context • EHR integration? • Intervention delivery • How will users get your app? Is there provider training involved? • Intervention content • Health belief model, social cognitive theory, self-efficacy, etc. • User feedback • How many end-users helped you develop your app? Who were they? • Access of individual participants • What are the barriers to utilization? • Cost assessment • How much does the app cost to make and maintain?
• Adoption inputs/program entry • How do people find out about your app? What is the cost to your customers? • Limitations for delivery at scale • Competitors? Funding? Team? Technology? • Replicability • Can this app be used in multiple settings, applied to a different field? • Data security • How are user data being protected? Technical, administrative safeguards • Compliance with national guidelines or regulatory statutes • Is this app developed with in-country stakeholders and policies? • Fidelity of the intervention • Was the app delivered as planned? How do you keep track of users?
Infrastructure (population level) 1. Globally, 8 out of 10 of the ~135 million new mothers are Millennials. 2. Over 1/3 of the world’s population will have a smartphone in 2017. 3. In China, Brazil, UK, US, and Canada, >90% of new mothers use smartphones . 4. In the United States, >75% of low-income (<$30,000) 18-29 year olds own smartphones. Monica Anderson. Technology Device Ownership: 2015. Pew Research Center: Internet, Science & Tech. October 2015; BabyCenter & IAB 2015 State of Modern Motherhood
Usability/Content Testing Task1: (Start at the homepage of the dictionary) You are a first time mother. You keep hearing people talk about clogged ducts when they mention mastitis. You use MomKit to learn more about these terms.
Contextual Adaptability • Tailoring the user experience by breast shape and skin color allows for MomKit use in any country around the world. • This social comparison— showing the mother others who are similar to them succeed in sustained efforts—raises the mother’s beliefs about her own capabilities. • Guided mastery modeling through Pixar-style animations is the first step in developing breastfeeding competencies because this method allows for complex skills to be broken down into sub-skills. Social Cognitive Theory (Bandura 1988)
Activity #2: Design your own breastfeeding app
10 minutes to write down as many ideas as you can for an app, a page in an app, or a feature/function in an app to solve a common breastfeeding problem via mHealth . Feel free to use one of the problems below: Lack of breastfeeding support Donor milk • • by father/partner Medication, tobacco, • Going Back to Work supplement, marijuana, alcohol • No knowledge of breast use • anatomy or lactation biology Unusual breast anatomy • No access to lactation Breastfeeding beyond 12 • • consultant months English as a second language •
10 minutes to sketch your favorite idea! University of Michigan School of Information UX Design Clinic LiquidGoldConcept Consultants 2016
Acknowledgements Rebecca Henry Samantha Koehler Namita Nisal Ileisha Sanders Janet Cheng Angela Nguyen Ying-Chen Kuo Jeanne Tayler Tess Daughton Rachel Atwood Junho Lee Chris Silva Ashlynn Daughton Matt Berg
Thank you! For questions, comments, and feedback, please, email: Anna Sadovnikova anna@liquidgoldconcept.com
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