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