Exploring User Experiences with a Persuasive mHealth App for Breastfeeding: An Empirical Investigation

Women are increasingly turning to mHealth apps as primary sources for breastfeeding education and support. The rising prevalence of mHealth apps presents a unique opportunity to explore their impact on women's breastfeeding experiences. Understanding user perspectives of these apps, especially focusing on their persuasive design aspects, can offer valuable insights for enhancing maternal and child health outcomes. These insights can optimize these technologies to align with user values and promote sustained healthy behaviors. This study aimed to undertake an empirical exploration of users' experiences with the persuasive design features employed in the Milky Way mHealth app and align the findings with human values within the value-sensitive design (VSD) framework. Semi-structured interviews were conducted with a group of women who had used the Milky Way app. Interview data were analyzed using an inductive thematic approach. To provide insight into users' values mediated by the app, a deductive analysis complemented by a data-driven inductive approach was performed. Data analysis was supported by NVivo data-management software. Findings from the study demonstrate that the persuasive design elements in the Milky Way app significantly influence users' experiences. The analysis provided four primary themes: Informative, Easy to use, Credible, and Social connection. Overall, participants praised the app's trustworthy educational content and support features as valuable resources for addressing breastfeeding challenges and obtaining reliable support. Participants expressed concerns about information overload and emphasized the importance of personalized support and evidence-based tailored recommendations. The results demonstrated that users' values were expressed and embedded within the app. The analysis indicated an alignment between the app design features and the values and opinions of the users within the VSD framework. This study interprets women's perspectives utilizing the Milky Way app and highlights the significance of its evidenced-based educational and support features. Further investigation into potential user values like privacy, remains crucial for a comprehensive user-centered app design. The empirical insights gained from this study contribute to future research, informing the development and design of ethically considerate persuasive mHealth apps to maintain their relevance in promoting positive user experiences and facilitating meaningful behavior change.