Behavioral Design for Healthcare
Customer Centric Solutions LLC Customer Centric Solutions LLC · Behavioral Design for Healthcare
A Study of People Living With COPD

The intervention works. The day defeats it.

Nine people across Appalachia, the Deep South, and the Rural Midwest told us how they actually live with chronic obstructive pulmonary disease — and where daily self-management collapses. Patients know what to do. Cost, distance, routine, and pride keep them from doing it.

Method
Synthetic Users platform · analyzed with the Transtheoretical Model + Make It Toolkit
Fielded
September 2025 · two‑part per‑participant analysis
Panel
9 participants · adults 45–64 · lower‑income / underserved
Lens
Customer Progress Thinking · six‑force demand psychology
The Headline Finding
Across every participant, COPD non-adherence was not a knowledge or capability problem. It was a collision between a hostile environment and a fragile routine — held together, when it held at all, by another person.

Maintenance inhalers lose to rescue inhalers because relief is felt and prevention isn't. Rehab is defeated by the exertion of reaching it. And the single most reliable adherence mechanism on the whole panel wasn't an app or a reminder — it was a daughter, a wife, or a friend asking, "Did you use it today?"

Research platform Synthetic Users
How We Read The Data

Customer Progress Thinking

We don't start with the disease or the drug. We start with the progress a person is trying to make in their life — and what's getting in the way. It's Jobs to Be Done, grounded in behavioral science.

01

Start with the struggle

People don't want inhalers. They want to breathe through a normal day. Ask what blocks the progress, not what to build.
02

Progress is personal

It's not only functional. It's aspirational, emotional, and social — unique to each life, its trade-offs and constraints.
03

Uncover the causal story

What pushes, pulls, and holds people back? Which habits keep them stuck? These forces shape every decision.
04

Tackle the barriers

Progress happens when you remove what's in the way — in the person, the environment, motivation, ability, or prompts.
05

Design with behavior

Usability isn't enough. Apply proven behavioral strategies — the Make It Toolkit — so intentions become follow-through.
Target Audience

Adults aged 45–64 from lower-income or underserved populations in the Appalachian Region (Kentucky, West Virginia, Tennessee, parts of Ohio and Virginia), the Deep South (Alabama, Mississippi, Louisiana), and the Rural Midwest (Indiana, Missouri, parts of Illinois and Iowa) with lived experience of COPD.

Research Goal

To understand how people learn about, are diagnosed with, treat, and live with COPD over time — with a focus on access to care, cultural barriers, and environmental factors. The study examines medication adherence (inhalers, bronchodilators, steroids) and pulmonary rehabilitation (exercise, education, breathing training), and the behavioral barriers behind them: motivation (intrinsic vs. extrinsic), ability (time, money, physical effort, mental effort, routine), and prompts or triggers (internal and external) — in order to identify the behavioral design strategies that actually move adherence.

Where They Live
  • Appalachian Region
    Kentucky · West Virginia · Tennessee · parts of Ohio & Virginia
  • Deep South
    Alabama · Mississippi · Louisiana
  • Rural Midwest
    Indiana · Missouri · parts of Illinois & Iowa
Solid fill = core states · lighter fill = "parts of" states named in the study frame
Implementation Science

Six questions about a treatment that keeps failing

COPD management is a complex intervention — pharmacological, behavioral, and logistical. Reading it through the standard implementation-science lens shows why it breaks down in this population.

What is implemented

A stack, not a pill

Daily maintenance inhalers, rescue inhalers, nebulizers, oxygen; smoking cessation, pursed-lip breathing, trigger avoidance; pulmonary rehab. When formal care fails, people improvise their own remedies.

Complex intervention
Who adopts it

Stoic, self-reliant, supported

Retired or disabled blue-collar workers — miners, truckers, factory and steel workers. Many read illness as weakness and COPD as "part of the deal." Adherence rarely holds without a family enforcer.

Pride + a support team
Where it happens

A hostile context

Agricultural dust, chemical-plant emissions, humidity actively work against the intervention. Clinics sit 30–60 miles away. The home is defined by scarcity — medication or groceries, not both.

Environment fights back
How it's done

Hacks over protocols

Inhalers by the coffee pot and toothbrush. Trial-and-error technique until a nurse or family member corrects it. Rescue-only rationing to save money. A spouse or child as the "human alarm clock."

Improvised adherence
Why it succeeds or fails

Barriers vs. motivators

Fails on cost, complexity, fatalism, and low felt efficacy. Succeeds on family (grandchildren), fear (a scare event), and faith. The tension between the two decides each day.

Emotion is the lever
Does it last

Fragile and cyclical

Relapse is common the moment people feel better or money gets tight. Sustainability collapses when the external scaffold fails. It only holds when the behavior becomes automatic — "like brushing your teeth."

Habit or nothing
Health Belief Model · Threat Perception

Low susceptibility, high severity — and barriers that still win

Awareness starts low; the felt severity of COPD runs high. Yet the perceived barriers — cost, logistics, pride, identity — consistently outweigh the perceived benefits of consistent care.

01

Initial dismissal & denial

Symptoms attributed to aging, being out of shape, allergies, or "factory hack." It took nagging or a severe event to force a doctor's visit.

02

Profound loss of function

Walking, chores, showering, even talking become exhausting — and with it comes feeling useless, or "old."

03

Fear & panic in acute episodes

Severe breathlessness — "drowning standing up," choking, unable to get air — is terrifying, and recurs.

"Scared the hell outta me."
04

Overwhelming financial burden

Copays, missed work, and refill costs drive rationing across nearly every participant.

"Cost more than our car payment each month."
05

Emotional distress & lost pride

A grieved former self. Embarrassment, hiding inhalers, and fear of being a burden on family.

06

Resignation to permanence

On diagnosis, a common conclusion that it "won't go away" — for some, an acceptance framed as "my cross to bear."

The Compensating Mechanism

When internal motivation fails, other people become the system

Fatalism and depression strip out intrinsic drive. What holds adherence together is external scaffolding — four social strategies that surfaced again and again.

Strategy 01

The Human Alarm Clock

Family externalizes the patient's executive function — becoming the Cue to Action. Dolores's wife Linda keeps a dosing notebook; Ruby Mae's daughter asks, "Mama, did you use your inhaler today?" It works — but it's fragile. When Chester's wife Betty died, "the silence in the house" made it easy to forget.

Mechanism · overcomes forgetfulness
Strategy 02

Grandchildren vs. Fatalism

Shifting the "why" from saving oneself to preserving a legacy — Make It Meaningful. Wanda Sue's grandson asking why she's always tired lit the fire; Earl's wife used old hiking photos to pull him back to his breathing exercises.

Mechanism · overcomes present bias
Strategy 03

The Buddy System

Peer accountability and shared identity normalize the struggle. Norma Jean and her friend Gladys call weekly — "Did you do your breathing today?" A promise to a peer beats a doctor's lecture.

Mechanism · overcomes low self-efficacy
Strategy 04

Faith Communities

The social side of church fills gaps the health system leaves — casseroles, rides, and emotional regulation. For Bobby Ray, collective worship helps regulate the panic of breathlessness, which paradoxically supports his routine.

Mechanism · fills the ability chain
Jobs To Be Done

The progress people are actually trying to make

The top two jobs in each category, shared across the panel. These are what a better intervention would help people accomplish — not what a product would do.

Aspirational

Maintain physical capability for daily life and the things I care about

Keep up with grandkids, chores, fishing, a shift at work — without breath dictating every move.

Avoid becoming severely limited or dependent

Not end up on tanks "the last years," not become a burden, not lose the future to the disease.

Functional

Establish a consistent, correct daily inhaler routine

Remember the maintenance dose, use the device right, keep it somewhere findable in a moment of need.

Overcome financial and transportation barriers to access

Afford refills without choosing against groceries; reach a clinic or pharmacy that may be 30–60 miles away.

Emotional

Manage fear, anxiety, and panic around breathlessness

Handle the terror of not getting air and the dread of the next flare-up and what it means.

Cope with frustration, guilt, shame, and a diminished self

Carry the self-blame of "I did this," the embarrassment of visible struggle, the grief of a former self.

Social

Manage family and spousal prompts and support

Accept the reminders and "nagging" that actually work — while keeping some autonomy in the exchange.

Maintain independence; avoid being seen as weak or a burden

Hide the inhaler, resist help, protect an identity of toughness and self-reliance under the illness.

Make It Toolkit · Interpretive Lens

Five Laws of Behavior

Massimo Ingegno's five laws (makeit.tools) give the analysis its spine. Each one names a different reason COPD self-management breaks — and where design can intervene.

B = f(P × E)
Person × Environment

Behavior is always a function of the person and their environment.

COPD: stoic persons set in a hostile environment — dust, distance, scarcity — that actively counteracts care.
B = S1 + S2
Two Systems

Fast, automatic System 1 and slow, effortful System 2.

COPD: the inhaler-by-the-coffee-pot hack converts an S2 decision into an automatic S1 cue.
A · B · C
Activator · Consequence

Every behavior has an activator and a consequence that reinforces or extinguishes it.

COPD: maintenance inhalers lack a strong activator and deliver no felt relief — so use decays.
B = MAP
Motivation · Ability · Prompt

Behavior holds to the status quo unless motivation or ability rises, and a timely prompt fires.

COPD: motivation sapped by fatalism, ability broken by cost, prompts absent without a family member.
B = f(I, E)
Intrinsic · Extrinsic

Behavior is shaped by intrinsic motivation and extrinsic rewards and avoidances.

COPD: "keep up with the grandkids" is the extrinsic driver doing the work fatalism leaves undone.
Make It Toolkit · Barrier Types

Five kinds of barrier — and which ones COPD trips

Before choosing a strategy, name the barrier. The Make It Toolkit sorts what blocks a behavior into five types. In this study, all five are live at once — which is exactly why single-lever fixes (an app, a pamphlet, a cheaper copay) don't hold.

Make It Toolkit barrier type card: Person
Fatalism, stoicism, and "illness = weakness" — the beliefs that stop people before they start.
Make It Toolkit barrier type card: Environment
Agricultural dust, chemical plants, clinics 30–60 miles away — a context that fights the treatment.
Make It Toolkit barrier type card: Motivation
Extrinsic pulls (grandchildren) do the work fatalism leaves undone; intrinsic drive runs thin.
Make It Toolkit barrier type card: Ability
Cost, complexity, and the exertion of reaching rehab — the ability chain snaps at money and effort.
Make It Toolkit barrier type card: Attention
No prompt, no dose. The maintenance inhaler has no cue until another person supplies one.
The Study's Barriers, Sorted

Every barrier the nine participants named, mapped to its type. Read down a column to see how one force plays out; read across to see why no single fix is enough.

Person
the individual
  • Fatalism & resignation — "the damage is done"
  • Stoicism & pride — illness read as weakness
  • Shame & self-blame at diagnosis
  • Low self-efficacy — "not good at making myself"
  • Denial & dismissal of early symptoms
  • Mistrust of doctors and institutions
Environment
the context
  • Dust, chemical, coal & diesel exposures
  • Clinics & rehab 30–120 miles away
  • No car; unreliable rural transit
  • Scarcity — medication vs. groceries
  • Closed local pharmacies
  • Norms that normalize "bad lungs"
Motivation
intrinsic vs. extrinsic
  • Low intrinsic drive under fatalism
  • Extrinsic pull carries it — grandchildren, family
  • "What's the point?" regimen fatigue
  • No felt benefit from maintenance meds
  • Present bias — comfort & cost win now
Ability
time, money, effort, routine
  • Affordability — the money barrier
  • Inhaler technique never taught
  • Regimen complexity & nebulizer effort
  • Physical exertion of rehab
  • Caregiving load & mental bandwidth
  • No storage routine — the misplaced inhaler
Prompt / Attention
the cue
  • Maintenance inhaler has no activator
  • Forgetfulness & distraction
  • Human prompts do the work — the "alarm clock"
  • Prompt collapses when a spouse is lost
  • Reminder tech fails — stickers, alarms, apps
Barrier-type cards & framework · Make It Toolkit — makeit.tools
Transtheoretical Model

The stages of change — and where COPD patients fall off

Prochaska and DiClemente's staircase organizes each participant's barriers. The final step isn't the top — it's the fall back to old habits, which can happen from anywhere.

The Stages of Behaviour Change — figures climbing a staircase from Precontemplation through Contemplation, Preparation, Action, and Maintenance, with one figure reverting to old habits. Source: Prochaska JO, DiClemente CC, 1983.
Precontemplation

Not aware, sees no need. Denial and status-quo bias dominate.

→ Obvious · Meaningful · Aversive
Contemplation

Ambivalent. Fear of failure, procrastination, no immediate benefit.

→ Tangible · Attractive · Easy
Preparation

Getting ready. Choice overload, hassle factor, decision fatigue.

→ Easy · Empowering · Yours
Action

Actively changing under 6 months. Relapse risk, no visible feedback.

→ Timely · Achievable · Social
Maintenance

Sustained past 6 months. Present bias, forgetfulness, fatigue.

→ Easy · Goal-oriented · Yours
Reverts to Old Habits

Relapse from anywhere. Perfectionism, low self-efficacy, shame.

→ Empowering · Easy · Social
The Panel · 9 Participants

Nine lives with one disease

Three worked in full — situation, personality, insights, stage-by-stage barriers, jobs, and transcript. Six more profiled to round out the demographic and behavioral range of the study.

Reading the Radars · OCEAN

The Big Five — and why synthetic research needs them

Every participant is scored on the five-factor model of personality (OCEAN). The radar on each card plots those five traits — the shape is the person's behavioral fingerprint.

O
OpennessCuriosity and willingness to try new things vs. a preference for the familiar and proven.
C
ConscientiousnessOrganization, discipline, and follow-through vs. spontaneity and loose routines.
E
ExtraversionSociability and energy drawn from others vs. reserve and energy drawn from solitude.
A
AgreeablenessWarmth, trust, and cooperation vs. skepticism and a more guarded, self-reliant stance.
N
NeuroticismSensitivity to stress — anxiety and emotional volatility vs. calm and resilience.
Why it's critical for synthetic user research
  • It defeats the "average persona." Left unconstrained, a language model collapses toward one bland, agreeable voice — every synthetic participant sounds the same. OCEAN forces genuine variance.
  • It creates believable behavior. A high-neuroticism participant catastrophizes about a flare-up; a low-conscientiousness one won't hold a dosing routine. Traits drive responses that diverge the way real people do.
  • It enables designed contrast. You can engineer deliberate tension pairs and cover the trait space on purpose — surfacing opposing dynamics (Vernon's no-routine vs. Bobby Ray's routine) instead of an echo chamber.
  • It holds character & is auditable. A scored profile keeps a participant consistent across a long interview — and lets you check the panel for skew (e.g., an introvert-heavy sample) as a real methodological control.
Ruby Mae Davis
46 · Jackson, TN
  • ProfessionUnemployed caregiver
  • AccessMedicaid · transport barriers
  • ExposureAgricultural dust
  • AdherenceInconsistent
  • MotivationExtrinsic · her children
Deep Dive

A caregiver to her mother and children who can't afford to be sick — and whose own health "usually gets pushed to the back." Medicaid still leaves copays that force a choice between inhalers and groceries; a broken car and no bus turn every refill into a favor asked of a neighbor.

Interesting Insights

  • Diagnosis was overwhelming and shaming — anger for her kids, and a sense she'd "done something wrong," despite never being a heavy smoker.
  • She chooses between copays and groceries, stretching her inhaler or using less than prescribed — and feels guilt for it.
  • Faith and church community give real comfort and practical help (rides, meals), but can't solve the systemic problems of money and transportation.
  • A key barrier is forgetting inhaler technique and a reluctance to rely on medicine — preferring to "tough it out" or save doses for when it's severe.
  • Her most effective adherence strategy is external prompting from her daughter, who sets alarms and checks in.
  • Agricultural dust severely exacerbates symptoms, restricting her ability to even go outside; rehab is inaccessible on distance plus embarrassment in a group.

Barriers by Stage of Change

Precontemplation
Lack of awareness ("didn't know what that meant") · fear of negative feedback (shame, "brought it on myself") · low mental bandwidth (bills, work, caregiving) · ambiguity effect ("don't really get it all").
Contemplation
Cost / effort (meds vs. groceries) · hassle factor (no ride, rehab in the next county) · fear of judgment (working out in front of others) · no immediate benefit ("what's the use?") · procrastination.
Action
Forgetfulness & distraction ("the day just gets away from me," hitting snooze) · no immediate benefit (saving doses) · hassle factor (rides + cost + forgetting compound).
Maintenance
Forgetfulness ("nothing's foolproof") · low motivation over time (health pushed to the back) · present bias (stretch it to avoid running out).
Reverts to Old Habits
Forgetfulness · lack of social support ("only so much help to go around") · present bias (groceries win over refills).

Jobs To Be Done

Aspirational
  • Be a reliable caregiver for her kids and mother
  • Regain a sense of control over her health
  • Live a life not fully restricted by illness
Functional
  • Get through daily activity without breathlessness
  • Obtain and afford medication consistently
  • Use inhalers correctly and remember them
Emotional
  • Alleviate the "heavy," overwhelming weight
  • Feel less burdened and embarrassed
  • Draw strength from faith and community
Social
  • Avoid being a burden to family and church
  • Maintain independence
  • Receive supportive reminders from family
+ Read the full interview transcript · September 2025
1 · When you first learned you had COPD, what was that experience like?
I found out about the COPD maybe... it's been about three years now. I kept having this cough that just wouldn't leave, and I was getting more tired than usual, even just folding laundry or walking out to the mailbox. I sorta shrugged it off, figured it was allergies or just some bug. But my daughter kept bugging me to go to the clinic. When the doctor told me it was COPD, I honestly didn't know much about it. It felt heavy. Part of me was mad — mostly for my kids, 'cause I'm all they got at home. Then there's this bit of shame, too, like maybe I did something wrong, even though I was never much of a smoker. I got kind of overwhelmed. Bills already hard, work's dried up, I take care of my mom. Now I got this new mess to deal with?
2 · What challenges do you face with your transportation and financial situation?
Getting to the doctor's or pharmacy is a headache every time. I don't drive — the car's been busted — and there's no bus that comes out this far, so I rely on my neighbor or a cousin. That means sometimes I miss appointments or wait too long to pick up my inhalers. Money's another problem. Even with Medicaid, some meds got copays, and when you're choosing between that or groceries, it's a real choice. I've stretched my inhaler or used less when I was worried about running out before I could pay for more. It's tiring, juggling the appointments, the rides, the money, and looking after my mom and kids — some days I just push it all aside 'cause I feel like I can't keep up.
3 · How do your religious beliefs or community connections influence your COPD management?
My faith is a big part of how I get through all this. I pray about my health every day. There's comfort in believing God's got a reason or a plan. The church folks help in ways I don't always talk about — some ladies check in on me or bring by a casserole, or offer a ride if they're headed near the clinic. It means more than they probably know, 'cause it's not easy to ask for help. But honestly, sometimes all the prayers and community can't fix the real problems, like not having a car or money for meds. Faith gets me through the day, but it doesn't make it all go away.
4 · Walk me through a typical day and how breathing affects it.
Most mornings I wake up feeling like I barely slept. My chest gets tight before I even get out of bed, especially if it's humid or someone's kicked up dust in the fields. Getting everybody ready — me, my mom, my youngest — is already a struggle. Simple stuff like making breakfast or taking out the trash, it's slow going. I have to stop and rest after a few steps. Chores pile up. On bad days, stuff just don't get done and I feel like I'm letting the house slip. Walking to the mailbox can set off a coughing spell. Everything takes more planning and twice as long as it should. It makes me feel older than I am.
5 · How has your experience with inhalers been, and what makes consistency hard?
Using the inhalers, it's not as simple as they made it out. When I got the first one, I kept forgetting the steps, or didn't know if I was doing it right. Sometimes I'd skip it, telling myself I'd remember later, but the day just gets away from me. It feels weird relying on medicine all the time — part of me wants to tough it out or save it for when it's really bad, since I worry about running out. Having to pay even a little for refills stresses me out. There's times I've dropped it or lost it under the couch and let it go for days. Sticking to the schedule feels impossible some days, with rides, cost, and forgetting all playing into it.
6 · What happens when you're exposed to agricultural dust?
When the farmers work the fields, there's dust in the air — sometimes you can see it floating. Soon as I breathe it in, my chest feels tighter, like someone's sitting on me. It's a deeper cough that keeps coming, and no matter how much I cough, I still feel like I can't get enough air. I start wheezing, and it burns in my lungs. On bad days, just walking to the mailbox means I've gotta stop and rest. I try to keep the windows shut, but dust still gets in, and we don't always have money for filters or fans. Afterwards I stay tired for hours and my chest hurts. It makes me not want to go out at all.
7 · Tell me about a time your symptoms were at their worst.
Last summer was the worst spell I had. It was hot and muggy and the farmers were baling hay across the road — dust came right through the window screens. I started coughing more than usual but figured it'd settle. Instead, by the next day I could barely get around. I tried my inhaler but it didn't do much. I got scared when I couldn't catch my breath after just walking to the kitchen — dizzy, felt like I might pass out. My daughter got really upset and called my cousin, who drove us to the hospital. They gave me oxygen and medicine through a machine. I stayed overnight. I kept thinking about the cost and whether my mom and daughter were okay. It took days to get back to even half of normal.
8 · Tell me more about first learning you had COPD.
Getting told I had COPD kind of knocked the wind out of me. Before that, I just thought I was tired from doing too much, or it was my allergies. I went to the clinic mostly 'cause my daughter wouldn't stop worrying. When he said COPD, I had to ask if that was like asthma or something else. I went home scared and pretty lost. My worry was mostly for my kids, 'cause I'm the one looking after everybody. It was embarrassing, like maybe I brought it on myself. I cried a little that night. It made everyday things feel heavier, 'cause now when I struggled to breathe, I knew it wasn't going away.
9 · What strategies help you remember your medications?
Remembering meds ain't my strong suit, but I've tried a couple things. I leave my inhaler on the kitchen counter next to the coffee pot since I go there first every morning. If I see it, I'm more likely to use it — though sometimes if I'm in a rush I walk right past. My daughter set alarms on my phone, so it beeps; sometimes I just hit snooze, but on focused days it jogs my memory. I jot reminders on scrap paper for the fridge, but if the house gets busy I forget. Honestly, what works best is when my daughter checks in and asks, "Mama, did you use your inhaler today?" That push from her gets me to do it. Nothing's foolproof, though.
10 · Tell me about the rehab or breathing exercises recommended to you.
The doctor and nurse talked to me about "pursed-lip breathing" — slow the breath down and blow out through your lips. It did seem to help when I was feeling tight, but it's not something I remember to do regular, especially chasing after my mom or the kids. They mentioned pulmonary rehab classes, but those are all the way over in the next county with no way to get there steady and nobody to watch my mom. The thought of working out in front of other people is embarrassing — I get self-conscious if I'm coughing or have to sit down. Even at home there's always a distraction. I get frustrated and think, "What's the use?" when nothing feels better right away.
Chester Dale Brooks
63 · Pine Bluff, AR
  • ProfessionRetired maintenance
  • AccessMedicare Advantage
  • ExposureIndustrial solvents
  • AdherenceRoutine-dependent
  • MotivationLow without prompts
Deep Dive

The study's clearest relapse story. "Men like me don't rush to doctors." His wife Betty was his adherence system — reminding him morning and night. After she passed, "things went to hell": months of barely remembering anything, and two ER visits. He's rebuilding with a fridge calendar, but "it ain't the same without someone checking on you."

Interesting Insights

  • His diagnosis — tied to smoking and industrial exposure — made him feel "stupid" and responsible, driving early secrecy and denial to avoid seeming "weak."
  • He couldn't use inhalers right at first; he only learned after his daughter showed him a video and a nurse gave hands-on practice.
  • His wife's presence was the external prompt. Adherence collapsed after her passing, leading to multiple ER visits.
  • The hardest part has been accepting help and physical limits — giving up fishing and mowing his own yard.
  • Severe transportation barriers: 30 miles to the doctor, a closed local pharmacy, and heavy oxygen tanks to move.
  • His community treats breathing problems as "the price you pay" for local work — sympathy, but little real understanding.
  • What he says would help most: "having somebody around" or a regular phone call. "When people expect something from you, you're more likely to do it."

Barriers by Stage of Change

Precontemplation
Status-quo bias (ignored the cough until he passed out at work) · fear of negative feedback (hid it, took inhalers "when nobody was looking").
Contemplation
Ambiguity effect — "nobody showed me proper how to use 'em"; half the medicine "going in the air," so he couldn't tell it was working.
Preparation
Hassle factor (rehab 30 mi, 3×/week × 8 weeks) · lack of social support (no Betty to nag him) · ambiguity about home exercises.
Action
Forgetfulness (misses days of the maintenance inhaler) · relapse risk after Betty's death · cost/effort (the nebulizer "the worst" to set up).
Maintenance
Low motivation ("what's the point?") · forgetfulness (stickers "fell off") · distraction (turns off the alarm clock).
Reverts to Old Habits
Low self-efficacy ("I ain't real good at makin' myself do things") · lack of social support ("nobody's checking on me now that Betty's gone") · present bias.

Jobs To Be Done

Aspirational
  • Regain physical capabilities (fishing, yard work)
  • Avoid being perceived as weak or a burden
  • Manage his health without constant prompting
Functional
  • Use the daily maintenance inhaler consistently
  • Overcome transportation to appointments and refills
  • Relieve breathlessness during flare-ups
Emotional
  • Alleviate guilt and self-blame
  • Cope with the daily effort of managing it
  • Feel understood, not infantilized
Social
  • Maintain an image of toughness and self-reliance
  • Get unobtrusive support — no nagging, no miracle cures
  • Advise peers to seek help early and drop the shame
+ Read the full interview transcript · September 2025
1 · When you first learned you had COPD, what was that like?
It was about 8 years ago. I was 55, still working maintenance at the factory. I'd been having this cough that wouldn't quit and getting winded real easy. The wife — she's gone now — kept nagging me to see the doctor, but men like me don't rush to doctors. It took me passing out at work to finally go in. Doc said, "Chester, you got COPD." I asked what the hell that meant in English. When he explained it was my lungs getting damaged and it don't get better, that hit me hard. The worst part was the smoking and work-history questions — industrial solvents my whole career, plus smoking since I was 15. Made me feel stupid, like I'd done this to myself. I didn't tell nobody at first. Took the inhalers when nobody was looking. Didn't want the guys thinking I was weak.
2 · What was it like using those inhalers at first, and how did you learn?
First time was a real mess. Nobody showed me proper. Doc handed me a plastic thing and written instructions, and I ain't much for reading manuals. I was pushing the button and breathing at the wrong times — half the medicine just going in the air. Frustrating as hell. Took me nearly a month to get it right. My daughter finally came over, pulled up a video on her phone. Then a nurse checked me and said I was doing it all wrong — not shaking it, not holding my breath long enough — made me practice like I was some kind of dummy. The worst was remembering the maintenance one every day. The rescue one's easy; the prevention one I'd forget for days. I keep the morning one by the coffee pot now so I don't forget.
3 · How has your attitude changed over the years, especially after your wife passed?
When I first got diagnosed I was bullheaded. Didn't want to admit I was sick. My wife Betty stayed on me about the medicines — reminded me every morning and night. I'd grumble but do it to keep her from nagging. She kept me in line. After she passed three years back, that's when things went to hell. First few months I barely remembered to take anything. Found myself in the ER twice. Doctor said I was gonna kill myself being careless. That scared me some. I put my pills in a day-of-the-week container, but it ain't the same without someone checking on you. What's changed most is I finally had to admit I can't do what I used to — gave up fishing, can't mow my own yard. Accepting help, that's been the toughest part.
4 · What challenges do you face with transportation or distance?
Transportation's been a headache since I gave up driving last year — my eyes and the breathing, I didn't feel safe. My doctor's 30 miles away in Little Rock. My daughter Sheila helps when she can, but she's got her own job and kids. Our local drugstore closed, so now it's a big chain clear across town. There's county bus service but it only runs certain days and you gotta call three days ahead — last time it never showed and I missed my appointment. The oxygen tanks complicate everything; they're heavy. Winter's worst — cold air sets my lungs off. Insurance will pay for an ambulance if I'm dying but not a taxi to keep me from getting that bad. Don't make sense.
5 · Have you been offered pulmonary rehab, and what was that like?
They mentioned a lung rehab program about five years back. Problem was it was at the medical center in Little Rock, three times a week for eight weeks straight — a 60-mile round trip. I told 'em, "Who's gonna drive me there and back three times every week?" They had some answer about patient transportation, but it was complicated paperwork and they couldn't guarantee times. I tried once — my daughter drove me. It was alright, but by the time I got home I was so worn out I felt worse than before I went. After I missed the second one because my ride fell through, they lectured me. They sent papers to do at home; they're in a drawer. Without someone showing me, I ain't sure I'm doing it right.
6 · How do people in your community view COPD?
Around here, folks don't make much of a fuss about breathing problems. Half the men I worked with coughed like me — we called it the "factory hack." When people see me with oxygen now, they don't ask questions; most everyone's got a daddy or uncle with the same setup. My fishing buddies accommodate me, joke about my "leash." Church ladies are always telling me about some remedy their cousin tried — they mean well, but it gets tiresome hearing about miracle cures. The younger generation looks at you different — my grandson asked why I didn't just quit smoking sooner, like it's that simple. Nobody really understands unless they got it themselves. Most folks figure it's the price you pay for the work we did.
7 · How do you handle the daily routine, especially on low days?
sighs It's a struggle most days. I keep my morning pills by the coffeepot — that's about the only thing that works. The evening ones I miss half the time. The inhalers are worse; got one twice a day, another for trouble, and sometimes I mix 'em up or use the rescue one but forget the preventive one for days. When I'm having a bad day I think, "What's the point?" — feels like my whole day is just taking medicine. Nobody's checking on me now that Betty's gone. My daughter calls to ask if I'm taking my stuff, but it's easy to just say "yes" even when I haven't. The nebulizer's the worst — 15 minutes sitting still and cleaning all the pieces. When I'm already short of breath I don't have the energy.
8 · What would help you remember your meds more consistently?
shifts in his chair Having somebody around. That's the plain truth. Since Betty passed, there's nobody to say "Chester, did you take your medicine?" The silence in the house makes it easy to forget. I tried a pill reminder app my grandson put on my phone, but it beeps and I can't work it — half the time I can't find my phone. My daughter bought me an alarm clock, but I turn it off and get distracted. The VA gave me stickers that fell off after a couple weeks. What might actually work is making the medicines simpler — why can't they put it all in one thing once a day? The one thing that helped was home health after my last hospital stay — a nurse called every day. Maybe what I need is just a regular phone call. When people expect something from you, you're more likely to do it.
9 · How does air quality or weather affect your breathing?
The weather plays hell with my breathing. Summer's worst — thick, heavy air, like breathing through a wet blanket. Above 90 and humid, I might as well be underwater. Winter's different problems — cold air makes my lungs seize, and we get big temperature swings. We get agricultural burning too, and there's a paper mill about 15 miles away — when the wind comes from that direction it's a stay-inside day. I stay in with the windows shut and run an old window AC to filter the air; can't afford a fancy purifier. I watch the weather report religiously now and plan my whole life around it. Worst part is feeling trapped — whole weeks in summer I can't even sit on my porch.
10 · What would you tell a friend who likely has COPD?
looks serious I'd tell 'em straight — don't be a damn fool like I was. If they're coughing all the time, getting winded, can't catch their breath, get to a doctor right now. Don't wait around like I did. I'd grab 'em by the shoulders: "You can't just tough this out. I tried that for months and nearly killed myself at work." The sooner they know, the better — there's medicines that slow it down, but you gotta catch it early. I'd offer to drive 'em, sit in the waiting room with 'em. Nobody should hear that kind of news alone. And I'd be honest — it ain't easy, but it ain't the end of the world. Most important thing: don't be ashamed about it. I spent too much time hiding it. That don't help nobody.
Vernon Ray Miller
54 · Terre Haute, IN
  • ProfessionPart-time janitor
  • AccessSafety-net clinic
  • ExposureCleaning chemicals
  • AdherencePoor management
  • MotivationLow intrinsic
Deep Dive

The purest Make-It-Easy case on the panel. Vernon has no fixed spot for his inhaler — it "drifts around," and when he's short of breath, "the last thing you wanna do is go rummagin' around lookin' for somethin'," so he gives up and waits it out. The one time it worked, it was simply "just there," within reach. Fix the storage and you fix the adherence.

On the radar: his Conscientiousness scores high (72) on the strength of steady work — he's on his feet all shift — but that trait doesn't transfer to health self-management, where "I ain't real good at makin' myself do things like that." The split is the point, not a contradiction.

Interesting Insights

  • He attributed early symptoms to "getting older" and distrusted doctors who "poke and prod and tell you everything you're doin' wrong."
  • He sought care only after a scary "spell" of breathlessness plus his sister's persistent nagging — fear and external prompting together.
  • On diagnosis he felt "resigned" and overwhelmed — "just another damn problem to deal with."
  • His core barrier is the lack of a storage routine: the inhaler ends up "wherever my hand is when I'm done with it," and finding it means tearing the house apart.
  • He'll use it if it's "just there" and convenient — physical accessibility is the decisive factor.
  • He has low motivation for rehab, viewing exercises and classes as "a lot of work" and "extra."

Barriers by Stage of Change

Precontemplation
Lack of awareness / downplaying ("outta shape, or just gettin' older") + mistrust of providers.
Contemplation
Procrastination / ambivalence ("just kinda lived with it") · cost/effort ("Great. Now what?" — another problem to deal with).
Action
Forgetfulness ("no routine for it") · hassle factor — the "scavenger hunt" for the inhaler makes him "give up."
Reverts to Old Habits
Forgetfulness → relapse (passive coping: "just sit there and wait for it to pass") · low self-efficacy / low motivation for anything beyond the inhaler.

Jobs To Be Done

Aspirational
  • Keep a baseline of physical comfort and independence
  • Achieve simplicity and effortlessness in managing it
  • Avoid feeling scrutinized or told he's "wrong"
Functional
  • Locate and access the inhaler in a moment of need
  • Do his janitorial work without severe limitation
  • Understand and keep up breathing exercises at home
Emotional
  • Alleviate the frustration and "bother" of it all
  • Reduce anxiety and fear during bad episodes
  • Cope with resignation about permanent damage
Social
  • Respond to his sister's direct prompting
  • Maintain a self-reliant, independent persona
  • Avoid feeling like a "dummy" with clinicians
+ Read the full interview transcript · September 2025
1 · When did you first notice breathing issues, and what did you do?
It wasn't like a switch flipped — it was gradual. I'd be doing my rounds at work, lugging the mop bucket or pushing the big floor buffer, and I'd get winded quicker than I used to. At first I figured I was outta shape, or just getting older. Fifty-four ain't spring chicken territory. Probably started noticing it proper five, six years ago — walking up stairs felt like a chore, bending to clean would leave me short of breath. I didn't do much at first. Just tried to slow down, take more breaks when nobody was looking. Figured it'd pass. Didn't wanna bother with doctors — they always wanna poke and prod and tell you everything you're doin' wrong.
2 · What eventually made you talk to a doctor?
It kept getting worse. Got to where just walking across the room, or even talking, would make me outta breath — not just at work anymore. One time I had a really bad spell, felt like I was trying to breathe through a straw. Scared me a bit. That's when I thought, maybe this ain't just getting old. And my sister kept nagging me — she sees me huffing and puffing and finally told me I needed to get it checked. Between that scare and her going on about it, I finally dragged myself to the clinic. Didn't really wanna, but felt like I didn't have much choice by then.
3 · What happened when they told you what was going on?
I waited a good long while, like you always do at that clinic. The doc listened to my chest, asked about smoking — I quit years ago, mostly — and about work, what I'm around. Then a test where you blow into a machine. Felt kinda stupid trying to blow hard when you can barely catch your breath. After that he told me I had "COPD." Hadn't heard of it. He said my lungs are damaged, from years of breathing in crap, maybe the smoking, probably the stuff I clean with. Said it ain't gonna get better. My first thought was "Great. Now what?" Just felt like another damn problem to deal with. Felt resigned. Didn't make me feel better, just gave it a name.
4 · Tell me about a time you were supposed to use your inhaler but didn't.
That happens more than I'd like to admit. Mostly it's about not having it handy. I'll feel that tightness, and I know I should take a puff, but then I gotta figure out where the damn thing is. Did I leave it on the counter? Is it in my work jacket? Half the time I can't find it right away, and when you're already feeling like you can't breathe, the last thing you wanna do is go rummaging. So a lot of times I just don't. I sit there and wait for it to pass, or try to breathe slow. Sometimes the effort just feels like too much. Figure if I sit still, it'll ease up eventually.
5 · What makes it hard to know where your inhaler is?
I ain't got one place I always put it. It ends up wherever I was last using it, or wherever I took my coat off — jacket pocket, kitchen counter, the table by the TV. I don't have a routine for it. When I feel okay, I just forget about the damn thing, and when I start feeling tight I gotta go looking. And I ain't the most organized, so "looking for it" means tearing the house apart for five minutes. It ain't like my keys or wallet that I keep in one spot. This thing just kinda drifts around.
6 · What do you do if you can't find it and feel short of breath?
That's not a good feeling. When you're gasping and you know that thing should help but you can't find it, it's frustrating. Real frustrating. Mostly I try to breathe slow, like the doc said — in through the nose, out through the mouth, pursing your lips. It don't always feel like it does much, but it's something to focus on. I might lean on a chair or the wall to steady myself, or sit down. Just gotta wait it out, hope it passes. It's scary when it gets bad, but going looking for the inhaler when you can barely breathe just makes it worse. So I tough it out and try to stay calm.
7 · Tell me about a time you *did* find it and use it. What was different?
That don't happen as often as it should. But a few weeks back I was sitting in my chair after work, watching the news, and felt that tightness — that panicky feeling. Normally I'd think "where's that thing?" and just sit there hoping. But this time I glanced at the little side table next to the chair, and there it was, plain as day. I must've left it there earlier. It wasn't like I planned it — it just happened to be within reach. Since it was right there, I didn't have to get up and go looking or rummage through pockets. It was just easy. I reached over, took a puff, and it helped. The difference was it was just there. No effort. If I gotta go on a scavenger hunt, I give up. But if it's right in front of my face, I'll use it.
8 · What happens when you finish using it that it doesn't go back to the same spot?
I just set it down. I take a puff, feel a little better, and I'm done with it for the moment. It's not like I think, "now I gotta put this in the special inhaler spot." I put it wherever's convenient at that second. If I'm on the couch, it goes on the side table; by the sink, the counter; getting ready for work, the jacket pocket. There ain't no system to it — wherever my hand is when I'm done. Once the breathing eases up, I forget about it until the next time I need it.
9 · What makes it hard to put it in one specific place every time?
Remembering to put it in one place? That's just not something I think about. When I'm done using it, I usually feel a little better, so it's outta my head for a bit. I set it down wherever I happen to be. It ain't like I got a dedicated spot, like a hook for my keys. It goes wherever's easiest right then, and later I gotta recall where that was. I ain't real good at making myself do things like that — having a set spot for everything. It's just easier in the moment to set it down quick than to go put it away somewhere special. I just don't have that kind of routine.
10 · Besides the inhaler, did the doctor suggest exercises or classes?
I think he might've said something about staying active, or breathing exercises, and maybe some kind of class. Honestly, I didn't pay it much mind. It all sounded like a lot of work. I'm already on my feet a good bit at work, even if it makes me outta breath. The idea of going to a class or following an exercise routine just seemed like too much — how am I supposed to do that when I can barely walk across the room some days? So it didn't really stick. The inhaler was the main thing he pushed, and even that's a struggle. All the other stuff seemed extra. I ain't got the energy or the motivation to sign up for classes. Just getting through the day is enough sometimes.
The Rest of the Panel · 6 Profiles

Six more, across the map and the personality range

Each profiled on the same OCEAN frame and attribute set — from Norma Jean's stable, conscientious adherence to the contrast between Vernon's no-routine case and Bobby Ray's routine-driven one.

Wanda Sue Phillips
47 · Huntington, WV · Part-time cashier
  • AccessER-dependent
  • ExposureChemical plant emissions
  • BeliefsSkeptical of authority
  • AdherencePoor · rations doses
  • MotivationExtrinsic · family
Distrust of institutions means trusted local messengers beat official messaging. Her grandson asking why she's always tired is her strongest pull.
Norma Jean Carter
49 · Huntsville, AL · Home health aide
  • AccessMedicaid · few specialists
  • ExposureAgricultural chemicals
  • BeliefsFaith-based healing
  • AdherenceGood when affordable
  • MotivationIntrinsic + extrinsic
The panel's most conscientious, most agreeable profile. Piggybacks her inhaler onto her toothbrush; a weekly call with her friend Gladys keeps her honest. Cost is her only real break.
Earl Dean Harrison
61 · Morgantown, WV · Former steelworker
  • AccessVA · long travel
  • ExposureHeavy industrial
  • BeliefsStoic · pride in toughness
  • AdherenceVariable · depression
  • MotivationLow intrinsic
Accepted oxygen only once it was reframed from "weakness" to staying engaged with life. Habit-stacks his inhaler onto making coffee; grandchildren are his extrinsic driver.
Billy Joe Reynolds
55 · Evansville, IN · Disabled truck driver
  • AccessMedicare · financial barriers
  • ExposureDiesel exhaust
  • BeliefsIndependent · suspicious
  • AdherencePoor · regimen complexity
  • MotivationRequires external triggers
Denial until a coughing fit behind the wheel and his wife's ultimatum. Now isolated — "watchin' life go by out the window" — and carrying an inhaler "makes me feel old."
Dolores Mae Jenkins
52 · Hazard, KY · Disabled former coal miner
  • AccessLimited rural clinic
  • ExposureCoal dust
  • BeliefsTraditional · self-reliant
  • AdherenceInconsistent · cost
  • MotivationFamily · external prompts
Rations a $300 inhaler that "costs more than our car payment"; rehab is a 120-mile round trip. Her wife Linda's dosing notebook is the prompt that holds it together.
Bobby Ray Thompson
58 · Meridian, MS · Retired factory worker
  • AccessFQHC
  • ExposureIndustrial pollution
  • BeliefsReligious · fatalistic
  • AdherenceGood with routine
  • MotivationIntrinsic
The counterweight to Vernon: same disease, opposite outcome. A predictable routine and a bedside-table inhaler hold adherence; faith regulates the panic of breathlessness.
On Method

How this study was built — and where it sits in the ladder

Formative behavioral research, run fast and rigorously, designed to generate the hypotheses and instruments that human research then validates.

Interviews fielded bySynthetic Users Studied using

This is a synthetic-user study. It is intended to complement — not replace — organic, one-on-one conversations with real patients. The strongest programs pair synthetic formative work with human validation.

What The Multi-Lens Read Changed

One lens would have found a checklist. Several found a collision.

Read through a single implementation lens, this study would have concluded that adherence was an access problem, an education problem, or a routine problem. Read through several behavioral lenses, each of those turned out to be a symptom of one deeper pattern: people constantly weighing the work of managing COPD against the work of living their lives. That collision — not a knowledge gap — is what kept adherence fragile.

Behavioral Research

Behavior change is the product. We study what moves it.

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All of Behavioral Design for Healthcare
The Three-Modality Ladder
01
Synthetic research — generates the hypotheses and instruments, fast. (This study.)
02
AI-moderated interviews — scale human-participant reach at lower cost and time.
03
1:1 expert interviews — the deepest human validation.