AstraZeneca
International Echo™ Award
At Ayogo Health Inc we worked with AstraZeneca in Fit2Me, which is a free type 2 diabetes lifestyle plan that’s custom-fit to you. It covers 4 key areas of diabetes care—food, activity, treatment information, and support.
01. Challenges
This project had so many challenges. The amount of information we had to present to the visitors and the amount of stakeholders involved in the process.
Working with this big pharmaceutical enterprise made the revisions extensive, we had to screenshot every single screen with every single pixel updated with every little interaction with every button state, as we had to get approval from AstraZeneca.
Another other challenge was the amount of devices required to be supported in this project, we had to design considering the smallest screens in the market so this lifestyle plan could run in pretty much any type of smartphones.
The target group was from 65~80 North American Woman: Including Latino and African Americans mainly. Therefore we had to be very diligent regarding usability, colours, contrast, buttons sizes among many other considerations to be taken to support all the requirements stated by law to design a digital health tool. The biggest challenge was to create something that was sticky enough for this target audience so they’d come back to the site to invest more time in it.
Gold Award
We proudly got a Gold Award in New York. GOLD – INTERNATIONAL ECHO™ AWARD. Check out the post in ayogo’s website
Strategy Leads Creative for Award-Winning Results: Gold for Fit2Me >>
Fit2Me in the News…
Check out the interview in which this project was named as a ‘revolution’ in healthcare.
02. General Goals
- Gamify the onboarding process, called custom fit activation: game analogies
- Maximize and repeat engagement: using a chat like interface, coach promoting task in users.
- Trigger interaction: reminders to take your medicine, emails, and other feedback on the site.
- Create a social effect: word of mouth, be different, be engaging, be social.
03. Interface Design
The design of the interface was complex, as there were many components for each part of the app. We had a wide variety of buttons, and divided these into 2 groups.
The first group which are buttons that look more playful, that are part of the fun interactions in the app, very ‘flashy’. This type of buttons were more often used in the engagement modules, which showed more fun visual cues to the visitors. The second group, which look more standard grey buttons, that were part of the user interface to allow user to print their information, or to navigate in the meal planner.
04. Engagement Modules
These were a group of interactive components that were presented as a game. These modules were designed to collect medical information from the user. We could have done a full page form, but we wanted to provide a more engaging experience, that potentially offered some fun for these patients. This form included over 50 interaction modules to engage users on mobile, tablet and desktop.
Worked on creating cool graphics that were meaningful to the audience and that supported the concept of the webapp. Was very cool to see these graphics I created for Fit2Me in television ads in the US.
Make it pop!
In a word of pharmaceutical digital tools, most of the interfaces are quite plain. The goal was to create playful components that allowed the visitors to input their information in a way that felt like a game. Used big controls to allow the target audience to find these.
Analogies
Buttons were inspired in a casino experience that users had to press. Most of the experience used a lot of physical world analogies, which allowed user to identify in an easier way how things worked.
05. Results
- 1million + visitors within 6 months, 54% were repeat visitors
- Unique visitors were 163% of goal (over 50% coming thru mobile)
- Sustained engagement 45,000 Monthly Active Users MAU
- Request for AZ treatments were 4.2x of the baseline
- Email opens were 5x above industry standard
06. Awards
Gold at the International ECHO™ Award
MRM/McCann: Ad campaign work for Fit2Me. My Plan. My Way.
Designed the entire user interface for the Fit2Me Coach Digital Tool – Fit2MeCoach.com
Best Health & Wellness Digital Initiative for Consumers – Finalist
MM&M Award
Cadient, Ayogo Health, mHealthCoach, MRM/McCann East, Proximo Gen, The Masterson/SWOT Team and AstraZeneca for Fit2Me
New York, United States – 2015
Best Disease/Education Campaign – Finalist
MM&M Award
Ayogo Health, mHealthCoach, MRM/McCann East, Cadient, Proximo Gen, The Masterson/SWOT Team and AstraZeneca for Fit2Me
New York, United States – 2015
© Ayogo Health Inc. 2014
© AstraZeneca
