The mobile app aims to prompt healthy behaviors through a two-step process: 1) Make it Personal by personalizing goals and messaging for different audiences, and minimizing data input; 2) Make it Easy by providing scientific explanations, tracking progress against goals, and using psychological triggers like past self-motivation in notifications to encourage progress. The app will gamify health habits through unlocking levels and rankings to share on social media, with the overall goal of activating small, tailored steps to better health.

1. MOBILE APP
DESIGN OVERVIEW
JULY 2015

2. Why
are we introducing
a Mobile App?

3. 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 it
Easy
Diagnosis Goal
Inform
Activate

4. INFORM:INFORM: CHALLENGING NORMALCHALLENGING NORMAL ACTIVATE:ACTIVATE: PROMPTING HEALTHYPROMPTING HEALTHY
JOURNEY
Localize and personalize
content to drive
reconsideration.
Make change easier
through motivation.
Skew activities with
nudges and reminders.
ATL CAMPAIGN
CHANNELS
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

5. What
will our Mobile app do?

6. 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
HEALTH
GUIDE
Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store

7. Focus on the unengaged
Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store
79%
34%
41%
28%
38%
There is already a large focus on apps to the highly engaged.
FITNESS
DIET

8. 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 overviewObjectivebehaviors

9. Who
is our key audience?

10. AGE 50
INCOME $120,000 (household) p.a.
RELATIONSHIP STATUS Married
DEPENDANTS 3 kids
AGE 41
INCOME $60,000 p.a.
RELATIONSHIP STATUS Single
DEPENDANTS None
REGIONAL CARER OVERWEIGHT
URBAN ADULT RECENT HOMELEAVER
AGE 22
INCOME $20,000 p.a.
RELATIONSHIP STATUS Single
DEPENDANTS 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. ”

11. Smaller portions, less
kilojoules
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 TIPS
INTRODUCTION OF SMART NEW
HABITS I CAN INCORPORATE IN MY
LIFESTYLE
FAMILY & FUN
EASY & SIMPLE
CHEAP & SMART

12. How
will we activate
our desired behavior?

13. 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
DIGITAL
SEARCH
ATL CAMPAIGN
PAID SEARCH
HEALTH INFO
RETARGETING
WOM / SOCIAL
DIAGNOSTIC
GOAL
PLAN & TRACK
OurBrand WEBSITE
EDM
SOCIAL
OurBrand APP
Inform Activate
NOTIFICATIONS

14. DIAGNOSTIC
GOAL
PLAN & 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.

15. Step #1:
Make it Personal

16. Diagnose

17. Minimize data input
The majority of App users need to be highly engaged, searching for food and inputting data. With our app
we will:
Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store
Stage dataStage 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

18. 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 OF
SHARING WITH SOCIAL MEDIA
WEB
PROCESS
APP
PROCESS
Web & App Integration
STAGES

19. Goal

20. Customize the goal needs
Apps focus on high performance and provide general information impersonal to an individual’s needs.
Our app will introduce:
Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store
Tailored goalsTailored goals
TailoredTailored
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

21. 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
APP
PROCESS
STAGES
Web & App Integration

22. Smaller portions, less
kilojoules
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 TIPS
INTRODUCTION OF SMART NEW
HABITS I CAN INCORPORATE IN MY
LIFESTYLE
FAMILY & FUN
EASY & SIMPLE
CHEAP & SMART

23. Step #2:
Make it Easy

24. Plan & Track

25. The reason why
Apps provide content but fail to provide a reason why it helps you to keep you healthy.
Our app will introduce:
Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store
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.

26. 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
POPULATION
REASON WHY IN DETAIL
Web & App Integration
WEB
PROCESS
APP
PROCESS
STAGES

27. Notifications

28. Behavioral triggers are used in most app’s features but their notifications are just reminders, not
psychological triggers. Our app will introduce:
Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store
Placing psychological triggers
Auto-motivationAuto-motivation
MomentMoment
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.

29. WOM/Social

30. Gamification principles
Fitness & Diet apps. in the Australian market keep track of what you’re doing but don’t give you a sense
of direction.
Source: Internal research of 29 top diet & fitness apps in the Australian iOS Store
UnlockUnlock
new levelsnew levels
RankingRanking
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.

31. Summary

32. DIAGNOSTIC
GOAL
PLAN & TRACK
NOTIFICATIONS
WOM/SOCIAL
Step #1:
Make it Personal
Step #2:
Make it Easy
Stage dataStage data
inputinput
Integrate appsIntegrate apps
Tailored goalsTailored goals
TailoredTailored
messagingmessaging
ScientificScientific
back-upback-up
Real DataReal Data
Auto-Auto-
motivationmotivation
MomentMoment
tailoredtailored
Pop-culturePop-culture Past-selfPast-self
UnlockUnlock
new levelsnew levels
RankingRanking
comparisoncomparison
ShareShare

33. Thank you.