Applying Customer Discovery Method to a Chronic Disease Self-Management Mobile App: Qualitative Study

Area of Science:

• Digital Health
• Health Services Research
• Patient Self-Management

Background:

• High prevalence of chronic diseases in the US necessitates effective self-management strategies.
• Information technology, including mobile apps, shows growing evidence for supporting chronic disease self-management.
• Customer discovery and value proposition design are stakeholder engagement methods applied to healthcare.

Purpose of the Study:

• To describe the application of customer discovery and value proposition methodology in developing a chronic disease self-management mobile app (CDapp).
• To identify stakeholders, their needs, and factors influencing the adaptability and sustainability of a CDapp.
• To enhance the accessibility and acceptability of mobile health interventions for all patient segments.

Main Methods:

• Key informant interviews were conducted and analyzed using rapid qualitative analysis.
• The value proposition framework guided the development of the interview guide.
• The study identified stakeholder needs, challenges (pains), and potential benefits (gains) for the CDapp.

Main Results:

• Patients are the primary end-users; medical leaders and insurers are adopters; clinicians and caregivers are influencers.
• An ecosystem map visualized the integration of CDapp within academic healthcare systems.
• Value propositions were generated for distinct customer segments (patients, leaders, clinicians) with differing needs and goals.

Conclusions:

• Customer discovery is a valuable stakeholder engagement tool for designing, implementing, and sustaining health interventions.
• The methodology offers a rapid, alternative, or complementary approach to formative research for mobile health app development.