Applying the Transtheoretical model within apps

The Transtheoretical model, or the model for the stages of change, is a crucial instrument for understanding user behaviour, and within software applications so you know where to apply other behavioral change techniques and gauge the likelihood of taking a user from engagement to conversion.

The model comprises of five stages, within digital health apps this model assists companies in identifying a user's readiness to convert.

Note: it is essential to avoid pushing users into action before they are ready, as premature action may deter them.

The 5 stages of change

1. Precontemplation: Users in the precontemplation phase have no intention of changing their behaviour in the next six months. They may lack awareness about the consequences of their current behaviour or feel discouraged due to past unsuccessful attempts at change. Precontemplation, which is characterized by resistance and a lack of readiness to seek help, is particularly challenging to address.
   • Example: The app can provide content, success stories, case-studies, and tips to establish itself as a trustworthy thought leader which could drive conversion.
2. Contemplation: This phase involves users who acknowledge the need for change and intend to act within the next six months. They are conscious of both the advantages and disadvantages of change. However, without careful management, individuals can become stuck in chronic contemplation, thereby prolonging this stage.
   • Example: after the first step, an app can assist users in setting goals, providing information on various exercise routines, and offering personalized recommendations to motivate users to contemplate starting or modifying their journey.
3. Preparation: Users in the preparation phase plan to take action within the next month and may have already made tangible steps towards change in the past year.
   • Example: If the user starts an exercise program of interest (or even started exercising at the previous stage), they have moved on to the preparation stage.
4. Action: During this phase, users have begun the new behaviour but have been practicing it for less than six months.
   • Example: at this stage, a demonstration of the user's progress for self-monitoring, additional coaches for motivation/training, and push notifications can be used.
5. Maintenance: Users in the maintenance phase have been consistently engaged in the behaviour change for more than six months. This stage does not require any additional efforts, as it is a characteristic that needs to be achieved after the fourth stage.

It is important to note that the Transtheoretical model also acknowledges the potential for relapse. Designing for users means considering their real-life events and setbacks that may hinder their progress. Something all health apps should be aware of.

The Transtheoretical model is particularly relevant to markets focused on outcomes, such as health and personal development, rather than simple opt-ins for purchasing products.

Beyond

The Transtheoretical model serves as a powerful tool for understanding and facilitating user behavior change in the realm of digital health applications. By tailoring interactions and interventions to each stage of change, developers can more effectively engage users and foster enduring behavior modifications.

Remember that patience is key, rushing a user through the stages can lead to resistance and potential relapse. With careful application of this model, we can better design products that genuinely meet users' needs and support their journey towards healthier habits.