Description of Session
Many in the digital health field believe that metrics focused on user acquisition are sufficient for determining the success of a digital health intervention, but without active use, most of the time high sign-up or download rates mean nothing. It's tempting to broadcast a higher number, call it good, and go no further. But for Maternity Foundation, in order to bring about our desired behavior change among skilled birth attendants (to improve their skills, knowledge and confidence to correctly perform basic emergency obstetric care) we must ensure that our digital intervention, the Safe Delivery App, engages users to spend a sufficient amount of time learning from our content and features. But what kind of usage patterns and how much time can be deemed "engaged"? Engagement is a highly subjective metric, and varies from intervention to intervention. In our case, it varies from use case to use case-- the App is used both pre- and in-service training by students/ trainees and teachers/ trainers, and as a job aid. Usage patterns also vary based on geography and context. Maternity Foundation would like to share our initial thoughts and work to define engagement across these use cases, including how we have analysed the data and triangulated it with programmatic data to begin to develop user personas, and finally how we have translated these findings into changes in the content and features of the App to improve stickiness going forward, and how to use findings to inform programmatic design. We will focus on sharing challenges in data quality, in measuring offline users, in balancing ideal scenarios usage with practical realities of how people engage with digital tools.
