health mobile app

MOBILE APP DESIGN OVERVIEW

JULY 2015

Why

are we introducing a Mobile App?

Our App has a very specific objective inside our Customer Journey:

To activate our desired behavior by prompting healthy

Make it known

Make it a cause

Objective

Make it personal

Make itEasy

Diagnosis Goal

Inform

Activate

INFORM: INFORM: CHALLENGING NORMALCHALLENGING NORMAL ACTIVATE: ACTIVATE: PROMPTING HEALTHYPROMPTING HEALTHY

JOU

RN

EY

Localize and personalize content to drive reconsideration.

Make change easier through motivation.

Skew activities with nudges and reminders.

ATL CAMPAIGN

CH

AN

NE

L S

OurBrand WEBSITE

OurBrand APP

MAKE IT KNOWNMAKE IT KNOWN MAKE IT A CAUSEMAKE IT A CAUSE MAKE IT PERSONALMAKE IT PERSONAL MAKE IT EASYMAKE IT EASY

Prompt reconsideration of health behaviors by informing of the current state of health.

Stimulate mass conversation around the issue of health and create a movement

What will our Mobile app do?

Customize & Tailor our app to specific needs

The majority of Diet & Fitness Apps in the Australian market provide general information that is impersonal to an individual’s needs.

DIET

HEALTHGUIDE

Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store

Focus on the unengaged


79%

34%

41%

28%

38%

There is already a large focus on apps to the highly engaged.

FITNESS

DIET

Small tailored steps to be more healthy through

Smaller portions, less kilojoules

Eat more fruit and veg Be active every dayMake water your drink Sit less and move

more

Diet Fitness&

In an overviewO

bjec

t ive

beh a

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Who is our key audience?

AGE 50INCOME $120,000 (household) p.a.RELATIONSHIP STATUS MarriedDEPENDANTS 3 kids

AGE 41INCOME $60,000 p.a.RELATIONSHIP STATUS SingleDEPENDANTS None

REGIONAL CARER OVERWEIGHT URBAN ADULT RECENT HOMELEAVER

AGE 22INCOME $20,000 p.a.RELATIONSHIP STATUS SingleDEPENDANTS None

2 31

“ My family’s health is the most important to me but it’s an uphill battle.”

“ I want to make a change but I don’t know how. I want to keep it simple and fun.”

“ I think I’m healthy but I’d like to learn smart new

improvements. ”


Eat more fruit and veg

Be active every day

Make water your drink

Sit less and move more

Diet goal Fitness goal

REGIONAL CARER

OVERWEIGHT URBAN ADULT

RECENT HOMELEAVER

FUN & TASTY DIET FOR ME AND MY FAMILY FUN FAMILY ACTIVITIES AND HABITS

DIET AND TIPS THAT ADAPT TO MY LIFESTYLE AND KEEP IT FUN

TIME EFFICIENT ACTIVITIES AND MY USUAL HABITS ‘IMPROVED’

AFFORDABLE AND EASY TO COOK DIET TIPSINTRODUCTION OF SMART NEW

HABITS I CAN INCORPORATE IN MY LIFESTYLE

FAMILY & FUN

EASY & SIMPLE

CHEAP & SMART

How

will we activate our desired behavior?

CHALLENGING NORMALCHALLENGING NORMAL PROMPTING HEALTHYPROMPTING HEALTHY

MAKE IT KNOWNMAKE IT KNOWN MAKE IT A CAUSEMAKE IT A CAUSE MAKE IT PERSONALMAKE IT PERSONAL MAKE IT EASYMAKE IT EASY

DIGITALSEARCH

ATL CAMPAIGN

PAID SEARCH

HEALTH INFO

RETARGETINGWOM / SOCIAL

DIAGNOSTIC

GOALPLAN & TRACK

OurBrand WEBSITE

EDM

SOCIAL

OurBrand APP

Inform Activate

NOTIFICATIONS

DIAGNOSTIC

GOALPLAN & TRACK

NOTIFICATIONS

WOM/SOCIAL

Diagnose what you need to make healthy normal and set a specific goal.

Select a path to reach your goal and review how are you tracking.

Step #1: Make it Personal Step #2: Make it Easy

You’ll receive notifications and rewards.

You will be able to compete with your friends and share on your social media networks.

Step #1:

Make it Personal

Diagnose

Minimize data inputThe majority of App users need to be highly engaged, searching for food and inputting data. With our app we will:


Stage data Stage data inputinput Integrate appsIntegrate apps

Ask for basic information at the start and additional information when

required.

E.g.: only ask for the glasses of water you have when planning a healthy diet

Integrate with Fitness & Diet apps to automatize adding personal

information

Progressive Sign-Up Quiz Quiz Results

ADD SOCIAL MEDIA INTEGRATION. ADD INTEGRATION WITH EXISTING FITNESS & DIET APPS

ONLY ASK FOR BASIC INFO, ASK SPECIFICS LATER IN THE JOURNEY

ADD POSSIBILITY OFSHARING WITH SOCIAL MEDIA

WEB PROCESS

APPPROCESS

Web & App Integration

STAGES

Customize the goal needsApps focus on high performance and provide general information impersonal to an individual’s needs. Our app will introduce:


Tailored goalsTailored goals Tailored Tailored messagingmessaging

We will have a general ‘balanced’ goal by area

& tailored goals adapted to our audience personas.

Once we have identified the audience, we will adapt the

messaging and tone of voice depending on the type of user.

E.g.: 30 y.o. female with kids vs 21 male without kids

Improvement areas Level of effort Motivation auto-message

ADD TAILORED AUDIENCE GOALS

TAILOR MESSAGING & TONE OF VOICE TO PROFILE.

REMIND THAT THIS APP ONLY WANTS TO IMPROVE HEALTH IN SMALL STEPS

WE WILL RE-SEND THE MESSAGE FROM THE OWN USER LATER IN THE JOURNEY

WEB PROCESS

APPPROCESS

STAGES



Eat more fruit and veg

Be active every day

Make water your drink

Sit less and move more

Diet goal Fitness goal

REGIONAL CARER

OVERWEIGHT URBAN ADULT

RECENT HOMELEAVER

FUN & TASTY DIET FOR ME AND MY FAMILY FUN FAMILY ACTIVITIES AND HABITS

DIET AND TIPS THAT ADAPT TO MY LIFESTYLE AND KEEP IT FUN

TIME EFFICIENT ACTIVITIES AND MY USUAL HABITS ‘IMPROVED’

AFFORDABLE AND EASY TO COOK DIET TIPSINTRODUCTION OF SMART NEW

HABITS I CAN INCORPORATE IN MY LIFESTYLE

FAMILY & FUN

EASY & SIMPLE

CHEAP & SMART

Step #2:

Make it Easy

Plan & Track

The reason whyApps provide content but fail to provide a reason why it helps you to keep you healthy. Our app will introduce:


Scientific back-Scientific back-upup Real DataReal Data

• Inform how close / far away the user is of being ‘healthy’ from a

scientific point of view.• Provide access to a visual and

simple scientific reason why behind every recommendation.

When tracking, inform how close / far away the user is of being

‘healthy’ compared with the rest of the population.

Plan the Challenge Track & Compare Motivation auto-message

ADD SIMPLIFIED & VISUAL REASON WHY WITH SCIENTIFIC BACK UP

ADD REAL DATA SHOWING HOW YOU TRACK AGAINST FRIENDS / AVG. OF

POPULATIONREASON WHY IN DETAIL


WEB PROCESS

APPPROCESS

STAGES

Notifications

Behavioral triggers are used in most app’s features but their notifications are just reminders, not psychological triggers. Our app will introduce:


Placing psychological triggers

Auto-Auto-motivationmotivation

Moment Moment tailoredtailored

Pop-culturePop-culture Past-selfPast-self

• We will provide entries for auto-motivation messaging (voice or

text), and push them back later in the journey.

• We will add the option of motivating / receiving motivation

from other users.

Depending on the audience, we will provide pop-culture voices /

messaging to motivate the user

e.g.: Rocky Balboa

Messaging will be adapted to the goal and moment of the day.

e.g.: diet motivation in breakfast

We will motivate the user by comparing his/her actual & past

performance.

WOM/Social

Gamification principlesFitness & Diet apps. in the Australian market keep track of what you’re doing but don’t give you a sense of direction.


Unlock Unlock new levelsnew levels

Ranking Ranking comparisoncomparison

We will assign points and provide levels of accomplishment by

performance & areas.

We will provide the possibility of tracking and comparing performance against social media friends or app users.

ShareShare

We will add the possibility of sharing the results in a visual way.

Summary

DIAGNOSTIC

GOAL

PLAN & TRACK

NOTIFICATIONS

WOM/SOCIAL

Step #1: Make it Personal

Step #2: Make it Easy

Stage data Stage data inputinput Integrate appsIntegrate apps

Tailored goalsTailored goals Tailored Tailored messagingmessaging

Scientific Scientific back-upback-up Real DataReal Data

Auto-Auto-motivationmotivation

Moment Moment tailoredtailored

Pop-culturePop-culture Past-selfPast-self

Unlock Unlock new levelsnew levels

Ranking Ranking comparisoncomparison

ShareShare

Thank you.