intouch summer project
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CHI/NYC Intern ProjectAugust 6, 2015
proprietary & confidential
lisa nuccio
summer 2015
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accountclaire shadid
account
maddie morris account
melissa weinberg brid fahey
maia bridgescreative
noah brennan creative/copywriting
elizabeth jeffersonux
becca wilsonplanning
chelsea katz account
not pictured:
account account
Agenda
• assignment • condition • market + competitive overview • target & insight • strategy
• ux & creative executions • media plan • success metrics • phase II • appendix
• project charter
• creative brief
• site map
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Assignment create an innovative, multi-channel adherence concept for patients
with psoriasis or diabetes.
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Underserved Population
After researching both conditions, we discovered an interesting relationship between food deserts and the rise of Type 2 diabetes in children. Food deserts are defined as areas where access to fresh,
affordable food is limited and there is a high concentration of cheap and convenient fast food. As a result, the 124,228 children between the ages of 0-18 are not getting the proper nutrition they need and
many are becoming overweight or obese. This high occurrence of childhood obesity in these areas is also contributing to the rise of Type 2 diabetes in children— along with the lack of a general
understanding of treating this disease. By targeting this underserved population, we strive to provide the most value to the people who need it most.
Source: DoSomething.org
Diabetes is a chronic, progressive and potentially fatal metabolic disease that is characterized by high blood glucose, either because insulin production is inadequate, or because the body’s cells do not respond properly to insulin, or both.
The Condition: Diabetes
conditionSource: Tradjenta Knowledge Share
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type 1 type 2 gestational
• occurs in around 9.2% of pregnant women around the 24th week, and is characterized by the lack of insulin needed to support both the mother and child during pregnancy.
There are 3 types of diabetes…
conditionSource: American Diabetes Association
• in Type 1 diabetes, the body does not produce insulin
!• patients are born with Type 1 !• usually diagnosed in children and
young adults !
• only 5% of people with diabetes have this form of the disease
• in Type 2 diabetes, the body does not use insulin properly. This is called insulin resistance
!• patients develop Type 2 !• most common form of diabetes,
making up to 90-95% of diabetes cases
• occurs in around 9.2% of pregnant women around the 24th week, and is characterized by the lack of insulin needed to support both the mother and child during pregnancy.
!• gestational diabetes is
temporary
Type 2 Diabetes in Children
Type 2 diabetes used to be called ‘adult-onset diabetes’ because it was diagnosed mainly in older people. Today, though, more children around the world are being diagnosed with
Type 2, so Type 2 is the more common name now.
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”“
conditionSource: HealthDay & Centers for Disease Control and Prevention & American Diabetes Association
30% 1 in 3 of youths with type 2 diabetes is projected to
increase by over the next 40 years
between 2001-2009, the presence of type 2 diabetes in children 10-19 increased
49%children are considered either
overweight or obese
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Prevalence in the U.S.
conditionSource: Centers for Disease Control and Prevention
the united states has the third largest population of people with diabetes
#3 7th diabetes is the most common cause of death in the U.S.
29 millionpeople are living with diabetes (9.3% of the
population)
1 in 3 adults will have Type 2 diabetes by 2050
Symptomsinitial symptoms include:
long-term symptoms include:
increased thirst weight loss/gain headaches
heart attack vision loss kidney failure
condition
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Source: Tradjenta Knowledge Share
Treatment for Type 2 Diabetes
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People with type 2 diabetes make insulin, but their bodies don't respond well to it. Some people with Type 2 diabetes need diabetes pills or insulin shots to help their bodies use glucose for energy when diet and exercise isn’t enough
oral medicationsdiet + exercise insulin injectionsglucose monitoring#1 #2 #3 #4
conditionSource: American Diabetes Association
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Market + Competitive Overview
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$42.3 BINDUSTRY BY 2023
medical costs for people with diabetes are twice as high as those without diabetes
medical costs
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The Diabetes Industry
major players
market + comp. Source: Datamonitor
The Medical Adherence Landscape
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non-adherence costs the healthcare system
$300 bil
market + comp. Source: Prescriptions for a Healthy America
30%of non-adherence is
due to forgetting
people are expected to use diabetes apps by 2018
mil24
annually
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73%of teens (13-17) have access to a smartphone
market + comp.
Young Adults: Smartphone Usage
Source: Pew Research Center
young adults and lower income
households are “smartphone dependent”
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71% 52%
41% 33%
social media usage for 13 to 17 year olds
Young Adults: Media Usage
market + comp.
teens want to share, keep things immediately relevant, connect and form communities
Source: Pew Research Center
Key Findings
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teens are using smartphones instead of
other devices
diabetes apps are on the rise
patients aren’t staying adherent
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Top Pharma Apps
Care4Today by Janssen Healthcare
• sends alerts to family members when patient doesn’t take meds
• donates 5 cents to charity with adherence through metrics
market + comp.
Patient Partner by CyberDoctor
• increases medication adherence through gamification by 37%
• not tailored to a specific drug
My PillBox by Master B
• helps track and remind medications • lets users choose between
emoticons based on how they feel after taking their meds
Source: eVisit
Top Diabetes Apps
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GoMeals by Novartis
• tracks glucose, activity, calories and carbs
• sharing with FB and twitter • restaurant locator
Diabetic Connect by Alliance Health
• glucose and mood tracker • allows users to interact with a
community of type 1 and type 2 diabetics through forums
market + comp.
mySugr by Freshware
• includes videos and quizzes for type 2 education
• allows parents and caregivers to monitor younger patients’ progress
Source: Healthline
*the blood sugar tracking market is expected to reach $12 billion by 2017
Key Insights
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creating a community around a
single goal: adherence
this age demographic is more likely to have
meaningful engagement
trackers will help our target develop a
treatment routine
social gamification tracking
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Target + Insight
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Disconcerted Diabetic• misunderstood about recent diagnosis
• passive when it comes to managing their treatment regimen
• feels isolated and ashamed by their condition
• prefers online interaction when it comes to learning about their disease
Source: Tumblr
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target + insight
“Seven months later after being diagnosed & I realize now
I’m spending day-by-day fighting this disease alone & I don’t know how much longer I can hold on.”
I need friends or some form of support group that have type 2 diabetes. I need that.
-Type 2 Diabetes patient, tumblr
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!
Disconcerted Diabetics
1418
toyears old
has access to a smartphone
male + female
demographics:
has Type 2 diabetestreats with insulin
target + insight
$30,000-50,000household income
multiracial population
patient insight
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I never thought that the way I behaved when I was younger would have any lasting effects on my health. Sure, I snacked a lot and spent a lot of the time sitting indoors, but that was normal in my family. Now there’s so many things I need to keep track of.
It’s hard enough trying to manage my diabetes, but even harder when I feel like I'm doing it alone.
target + insight
Strategy
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Big Ideato unite young adults struggling with Type 2 diabetes with an adherence
app that promotes community, happiness and wellness
strategy
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Human Change
fear confidence
isolation community
confusion “I get it”
unhealthy healthy
strategy
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About HoneyComb
HoneyComb is the only social adherence app that is specifically targeted to young adults looking to manage their Type 2 diabetes.
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UX Considerations & Features
http://internproject.webflow.io/
functionality• open • simple navigation
MVP features• newsfeed • profile • tracker
other features• nutrition • exercise
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Feature: Newsfeed
• Newsfeed functions as homepage
• Users can like, comment or share content
• Admins will ensure that relevant content is being displayed and regulated
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Feature: Tracker
• Track glucose, insulin, time of injection and mood
• Can view day, week, or month
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Feature: Profile
• Users can earn badges as a way to encourage them to interact within the app on a regular basis
• Users can save content from the newsfeed and it will appear as a collage of in the profile.
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Creative Executions
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We wanted a name that appeals to our target, but also avoids medical jargon. Playing off the “B” in diabetes, we drew a few parallels:
• Glucose —> honey • Injection —> stinger • B cell —> honeycomb shape
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• a clean yet vibrant design • simple navigation to promote open communication • increased type and leading to enhance readability
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Log In WelcomePrivacy Policy
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Registration PersonalizationUsing this personal information, HoneyComb will be
able to deliver a more personalized, yet secure experience for users
Due to the younger target, HoneyComb recommends users to choose a username that is not affiliated with any
personal information
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Loading PagesQuick and informative pieces of information will circulate through the loading pages to provide users with easily digestible, but highly valuable content
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Newsfeed MenuThe newsfeed, or “The Hive” provides users with an outlet to
engage, interact and socialize with their peers. Alongside badges, encouraging posts, and Type 2 diabetes-related
articles, users are reminded to utilize the tracker for improved results
The menu indicates which feature users are currently viewing and new notifications. The Buzz serves as a FAQ-like forum
where users can submit questions anonymously and HoneyComb will ask the Hive for crowdsourced answers
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Tracker ProfileThe profile serves as the user’s hub where they can view their
progress through the tracker or by the amount of different badges they’ve earned. Words of encouragement are displayed
to remind users of their goals
By tracking everything from blood glucose, mood, nutrition, insulin injections, and weight— users will receive a holistic view of the results of their treatment regimen, which they
can show to their HCP
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Promotion Plan
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Launch Event
promotion planSource: stepout.diabetes.org
Sponsor Step Out: Walk to Stop Diabetes
HoneyComb will sponsor these walks across the country, where live DJ’s,
giveaways, free food, inspiration speakers will be present along with a
booth for app registration help. !
Step Out has raised more than $200,000,000 over the last 20 years, and
had more than 100,000 participants in 2014 alone.
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high school nurses, PE + health teacher, guidance
counselors !
we will utilize patients’ primary point of care during school hours to
distribute digital and leave behind resources about HoneyComb
pediatricians, endocrinologists
!we will target HCP’s to get them to recommend HoneyComb to their
patients, while also providing digital and leave behind resources in the
waiting room
partner with the American Diabetes
Association !
this partnership will allow us to set up booths at sponsored events such as Step Out: Walk for Diabetes, Teen
Adventure Camp, and Caregiver Program: Diabetes 101
promotion plan
Traditional Tactics
Digital Tactics
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sponsored content + ads
think MTV partnership
promotion plan
WebMD
ads on webMD will meet our target when they
search online for diabetes information
think MTV is a vibrant community where young
people get informed, connect to each other, express
themselves and take action on the issues important to them,
their community and their world
we will create relevant and shareable content on BuzzFeed, as well as
sponsored ads on Facebook and Twitter
Success Metrics
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• downloads • registrations • avg. time per session • retention !
success metrics
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Phase II
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See: Appendix phase II
1Phase II
caregiver counterpart
this update will give caregivers the opportunity to strengthen their
loved one’s diabetes management, while still encouraging patients’ to
take ownership of their health.
educational component
this update will enable caregivers and patients to access a new tab within the app that features user-
specific gamified educational content.
android version this update will allow Android users
to download the app, to increase availability and access to all.
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•Search recipes •Sort by price, trending, and recommended recipes
•Send recipes to others •Get details on recipes
Phase II: Nutrition
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Thank you!
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Appendix
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Project Charter
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Creative Brief
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Site Map
MAIN NAVIGATION
Profile2.0
GLOBAL ORPHAN PAGES
0.1
Loading Page
Settings7.0
Exercise5.03.0
Nutrition 4.0
Buzz6.0
NewsFeeds (home page)1.0
0.2
Error Page
Tracker 3.0
Glucose3.1
Mood3.2
Food3.3
Weight3.4
Input Fields3.5
Tracker
Badges
FAQs
Submit a Question
Exercise Card
Exercise Detail
Recipes
Recipe Detail
HoneyComb App Structure
4.0
InTouch Solutions
CLIENT
DATE
8.5.15
VERSION
LEGEND
Generates Email
Features Form
Contains Video
Offsite Link
Phase II
FORGOT PASSWORD FLOW
0.4
Forgot Password0.5
Confirmation
REGISTRATION FLOW
0.7
Register Page0.8
Goal Setter0.9
Profile Builder
0.6
Reset Password
0.3
Privacy Policy
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