Developing a free and easy to use digital goal setting tool for busy mums

Background A partnership between two national charities and a UK-wide supermarket has a shared aim to reduce the risk of people developing Type 2 Diabetes and heart disease. Data released to the partnership from the supermarket showed that young families have the unhealthiest shopping baskets. Research has shown that younger women are less likely to achieve the recommended amount of weekly physical activity (Sport England Market Segmentation, 2010). Two Sport England profiles, Jackie and Paula, were identified as the primary target audience for interventions. Description A series of focus groups were held around the UK, with women from the primary target audience, to test out ideas and concepts. In these sessions, the women demonstrated that they could clearly identify what they needed to do to improve their health and that they did not need more health information. Instead, they wanted on-going support to encourage them to be more physically active and eat healthily. Women in the focus groups said they wanted to take small steps and to set realistic goals. They felt that with the right tools to help them, this would result in a long-term change. They use mobile phones to get and share information with friends. To meet this need, digital and prevention professionals from the partner organisations led the development and testing of a goal setting tool, available to use on both mobile phones and online. The final tool allows the user to set a goal and then supports them in achieving this goal through regular texts and emails offering reminders and encouraging messages. Conclusion Using data, research and the expertise of commercial and charity partners was an effective way to design a digital product to support behavioural change. By understanding the target audience from the beginning and involving them in the planning stages, the organisations were able to develop a tool the users want with a strong focus on user experience.