Research On Service Design Of Colorectal Cancer Screening Based On Behavioral Persuasion

Colorectal cancer is one of the three most prevalent cancers in China today,posing a great threat to national health.Since the 1970 s,screening services of different scales and cycles have been carried out in various provinces and cities in China,and although certain social benefits have been achieved,the data show that the incidence and mortality rate of colorectal cancer have remained high.Behind the data,the low participation rate of initial screening and low compliance with colonoscopy are the key issues that need to be solved.Against this background,this project is based on the collaboration between the Health Design International Joint Laboratory of Jiangnan University and Wuxi People’s Hospital-"Early Colorectal Cancer Screening Service in Wuxi".First of all,through the preliminary basic research,we summarized the pathogenesis of colorectal cancer,service process and service content,and sorted out the key issues of the service.At the same time,we analyzed the persuasion mechanism in the theories and practice cases related to persuasive design,and explored its design intervention points in the field of screening services.Secondly,the service stakeholders were sorted out according to the demand differences:behavioral observations and user interviews were conducted with relevant health care workers in Wuxi People’s Hospital and Xin’an Community Hospital to learn the objective conditions for the current service implementation.At the same time,we conducted questionnaires and in-depth interviews with the general users of the screening service and the participants of the service in Wuxi,and based on the research data obtained from the research,we further sorted out the user motivation and behavioral influencing factors,and finally obtained the behavioral motivation and key behavioral stages of the users of the screening service.Then,based on the behavioral characteristics of users in the four key stages of unconsciousness,consciousness generation,behavior generation,and behavior maintenance,the design strategies were proposed based on the FBM behavioral model while listing the persuasion goals in each stage: "enriching education channels and building a health information platform","value realization and building a screening achievement experience of the service","enriching screening methods to reduce behavioral costs","quantifying goals to enhance user capabilities","giving appropriate reminders at the door ","smooth articulation and give target-oriented feedback",so as to systematically build a colorectal cancer screening service system based on behavioral persuasion.Finally,the proposed persuasion strategy and design output were tested,evaluated and iterated based on the Wuxi Xin’an community colorectal cancer screening service project,and the contact points were designed and output based on the service functions: screening service brand image,related promotional materials,user-side screening service applet and back-end service management platform,which finally improved the construction of a screening service that meets the objective conditions of today and has the potential for future development.Screening service.