Combating Attrition in Digital Self-Improvement Programs using Avatar Customization

Digital self-improvement programs (e.g., interventions, training programs, self-help apps) are widely accessible, but can not employ the same degree of external regulation as programs delivered in controlled environments. As a result, they suffer from high attrition – even the best programs won’t work if people don’t use them. We propose that volitional engagement – facilitated through avatar customization – can help combat attrition. We asked 250 participants to engage daily for 3 weeks in a one-minute breathing exercise for anxiety reduction, using either a generic avatar or one that they customized. Customizing an avatar resulted in significantly less attrition and more sustained engagement as measured through login counts. The problem of attrition affects self-improvement programs across a range of do-mains; we provide a subtle, versatile, and broadly-applicable solution.