The Challenge

For the past decade, Fitbit has been known for it’s exceptional tracking capabilities when it come’s to our users health. However, the opportunity to show users how to act upon their data was a space that the company had barely scratched the surface in.

We wanted to leverage the company’s resources to create guided, actionable experiences to aid people in reaching their goals. This initiative was Fitbit’s first shift from being a business focused on tracking to a business focused on behavior change.

Why Behavior Change?

Behavior Change is critical to helping our users progress towards their health goals and it’s foundational to delivering personalized health guidance for both our device and software experiences. Through building our first programs, we developed an approach that would enable a high level step-by-step playbook for how Fitbit employees could ideate to apply behavior change best practices to developing our products. We wanted to enable design, product, engineering, and research to create user journeys, PRDs, and research plans with these shared behavior change frameworks.

The User Journey

Our user journey is a 4 phase process based on health coaching best practices to deliver.

Understand: You share relevant information and your goals with us, so that we have a mutual understanding of how to best work together.
Focus & Prepare: We help you focus on what’s important, so that you’re better prepared to pursue your health goals with an action plan.
Improve Ability: We continue to improve your ability with the very best tools, content, and guidance for you to progress towards your goals.
Stay Motivated: We’re always by your side, so you stay motivated throughout the ups and downs. You’ll get to celebrate your wins along the way!

Fitbit’s Intro to Healthy Habits Program

A free, seven day introductory program that introduces users to the concept of building and changing their habits. Welcoming both new and existing Fitbit-er’s alike, Intro to Healthy Habits helps identify the gaps in your data to ensure the best next step, and analyzes what we already know to get you jumpstarted on achieving your goals.

Users begin by running through an on-boarding flow that confirms or establishes trackable health goals. From there, they’re either benchmarked against those goals from what we already know, or shown their data gaps within Fitbit’s activity, nutrition, and sleep pillars (example: “You currently average 6700 steps per day”, “You haven’t logged food with us before”, “You usually sleep 5h 42min per night”).

Based on a users history, they may be solely tracking, getting started on hitting specific goals, or a combination of the two. Included throughout the week is content that covers varying topics that span the pillars of exercise, nutrition and sleep, to provide actionable guidance on how to hit daily goals. This curriculum was compiled with the help of our in house nutrition and exercise coaches and ranges from guided audio and video workouts, healthy eating tips and recipes, and education and support for getting a good night’s sleep.

After the course of the week, we recap how users measured against their daily goals and recommend what to do next based on that input. Those next steps could be enrolling in another focused program (example: based on your data, we noticed that your biggest opportunity for improvement is bettering your sleep, we’d thus suggest enrolling in our Sleep One program), or, something as lightweight as recalibrating your daily Fitbit goals to best suit your needs.

With the followup of program recommendations came with the goal of also generating a more meaningful up-sell experience to our new premium offering.

Helping people achieve key health outcomes by making sense of their data.