The document outlines a 10 day process to develop a social media platform called "Shout" to enable people with diabetes to express themselves, connect with peers, and share lifestyle tips through location-based posts, with the goal of reducing stress and dispelling myths about diabetes management within communities. Interviews informed insights about the needs for emotional support and knowledge sharing, which led to prototyping a mobile app allowing anonymous or identified location-based posts expire after a day.

1. Process presentation

2. The Brief
To explore and expand the company's notion of
'Changing Diabetes', beyond medication, using
Social Media platforms & networks

3. The Context
People between the ages of 15 - 40, living with Type-1 Diabetes in Denmark

4. My Team’s Initial focus was to look deeper into
Lifestyle choices of People living with diabetes and Adherence/compliance with treatment within that lifestyle

5. To be inspired, we spoke with a number of people , both with persons living with diabetes and also with
Professionals involved in food-hospitality and fitness-well being industries
(One on one and telephonic interviews with 9 people, aged between 21 - 43 over 3 days)

6. Voices and Impressions

7. Interview with Johannes
29 years old,
Badminton player,
Long distance runner
T1 diabetic
A constant monitoring of lifestyle choices along
with blood sugar readings and insulin intake,
day after day, hour after hour
His choices in diet / exercise enable him to stay
healthy and fit despite having diabetes
He uses his life as an example to coach other
people, especially those
who have been recently diagnosed

8. A Telephonic conversation with Mr G, Age :26, with T1 diabetes
Head of a diabetes youth association in Jutland
‘ I do not want to be a diabetic anymore’
A message of frustration aired on Facebook
to his friends and the world to maintain sanity despite a
demanding lifestyle
He too coaches people about living with their condition
and adhering to treatment.

9. Owner of a Organic food outlet , speaking about her co-workers child,
who was recently diagnosed with diabetes.
She did not have much of an Idea about Diabetes previously.
‘I thought if you are a diabetic you shoot up insulin & that’s
it...But there is much more to it, I learned from Anne, and how
she takes care of Sara ...’

10. Clustering Interviews
Clustering this Data - to - gather Insights

11. Insights
Examples:
The need to have emotional outlets and connections with other people who share the same ailment or
who understand the situation is paramount in being motivated to lead a healthy, compliant lifestyle.
Among the general public, there is still a lot of work needed in dispensing knowledge and busting
myths about diabetes. One way of doing so would be to indulge in common tasks and activities , where
people learn from each other.
People with Diabetes could be thought leaders into leading healthy lifestyles as they are constantly
aware of the changes in their body and need to maintain a constant balance between what they
consume and what they metabolize.

12. Insights leading to Actionable ‘How might we...’ statements, to build ideas on

13. Brainstorming and sketching ideas around the HMW statements

14. Clustering of ideas, looking for common threads and thoughts

15. Concept generation based on clusters

16. Client presentation of concepts

17. Voting for concepts after client input

18. ‘How Might We’
Broadcast emotion to reduce stress
due to a constant lifestyle
+
Create opportunities to share or engage
in common tasks / interests / activities ?
The HMW around the chosen concept

19. A Community service to create and share new experiences in a
PWD’s lifestyle in an expressive and pro-active manner
The chosen concept - Day 6

20. Meet Hari
26 years old
Athlete , PWD
Early Scenario / storyboarding of this concept, made to understand the proposition
which was called ‘Co-challenge’

21. Guy sees poster…

22. Guy opens co-challenge app…

25. Meet Hyeona
26 years old
Computer engineer,
PWD
Girl checks the challenge app…

26. Girl sees the new shoutB2ep
e blocks away from
her… eep
B
Beep

29. Meet Harsha
26 years old
Economist, PWD
Other guy sitting at computer and working…

30. Other guy checks face book and sees that she
has joined the marathon challenge…

31. Other guy comments on her post

32. Girl asks him to join…
End of scenario - Day 6

33. The 2 primary drivers behind such a service
EXPRESSION COMMUNITY
What Modes of Necessity of a Location
communication should we based service?
enable?
(Media, Data shared etc) Who would be the first
users of this service ?
What are the channels of
expression across Should it be closed or
devices ? open ?
Most importantly, what Connection through
would be the benefits of existing social media
such a platform for people platforms ?
and the client?
QUESTIONS FOR THE EXPERIENCE PROTOTYPING PHASE
33

34. Experience Prototyping

35. 1
Paper prototypes - We invited some of our early interviewees (3 of them) to send us some of the
thoughts or news they would want to express over the course of a day (an 8 hour span). We
gave them post-its and collected and compiled them on a map (a framework for a location
based service in copenhagen).
35

36. Forgot my night Insulin ...
What to do?
Annoyed with my
morning blood
A no carb lunch... can I choose
sugar level
not to take my insulin
Heading out to a cock-tail party
at 8:00 pm
Denmark vs Norway at a pub,
8:00 pm
36

37. Sharing thoughts and stories based on
the Paper prototypes
Johannes sometimes writes to his friends about going to parties or
pub crawls, as he has had situations where he experienced low
blood sugar levels while drinking and does not know whom to call
for help. With his friends in the loop they are at hand when he
needs them.
He says that this is not a situation he alone faces.
37

38. 2
Mock web interfaces were created and shared with people based on the previous data collected.
People were told to send voice mails and images when they felt like expressing an emotion, and we applied this AV data as we got them. Thus we
tried to simulate the Location based service as it would exist.
Day 7

39. A Skype conversation with Mr G , Age :26, with T1 diabetes
Head of a diabetes youth association in Jutland
Impressions:
They conduct youth camps every half a year and this would
be a good way to build community relationships, which
could last. This hinted as to who could perhaps be the first
users of such a service.
Need for anonymity is sometimes necessary, even within a
group.
39

40. A Skype conversation with Johannes , Age :29, with T1 diabetes
Badminton player and Long distance runner
“ Last week a friend of mine was out late one night and she
realized she had misplaced her blood glucose meter ... she called
me up but I wasn’t available and could not help her ... if she had
such an app...it would have been brilliant”
...talking about connecting to other PWD’s in an area, when help is
necessary

41. What the Experience Prototyping
informed us about the Service and Interface
Need for Immediacy in response, when help is required
Anonymity in expression should be allowed
The first users or who would seed such a platform
A location based platform works for 2 reasons:
1. As a pointer to where an event occurs
2. Provides an overview of a community or locality
An Open platform is important where
people could view posts and share view points
without necessarily belonging to a certain group.
Shouts, contain a sense of meaning only for a fixed period of time

42. 3
Scenario / storyboarding a final concept video based on all the inputs received ... Day 8

43. Final concept video for the client, speaking about the service / interface proposition
Can be viewed at https://vimeo.com/34705865

44. 4
EXPRESS – SHARE – CONNECT
Interface proposition for the Service ... Day 9

46. What it is and whom is it for ?
'Shout' is an open platform , which enables People with
Diabetes (PWD) in a particular community to :
- Express themselves through a means of broadcasting what
they are thinking about (with a choice to remain anonymous
unlike Foursquare or Facebook)
- Connect and share lifestyle tips with peers, who might be
going through the same experiences as you are.
- Aid other people living with diabetes
- Dispelling myths and misconceptions about diabetes within a
community, by posting challenges.
We believe the first users could be from
Diabetes Associations around the country.

47. Characteristics
Temporal and Spatial in nature
- A Flow of expression or even conversations (as shown alongside)
which are represented on a location specific map.
The spatial nature of such an interface is important as it allows people
to see who around them are going through similar experiences or
emotions.
- Shouts disappear in a day if not stored or tagged by a user.

48. Characteristics
-The Maps could be built on API available from google maps or
even Open street maps.
-There is a distinction between identified members of an
association or friends who are marked blue and by ‘unknown’
shouters who are marked green.
The routes and directions shown are important indicators
especially where immediate help may be required by a fellow
‘Shouter’.
-The shouts can both be both Aural and Visual in nature.

49. It could also be available as a mobile platform.

50. You can go through a Demo Video (as presented to the client and used during experience
prototyping with correspondents) for the interface at https://vimeo.com/41086568

51. Novo as a thought leader and a pioneer through
Changing diabetes
Diabetes care is not just about delivery of treatment,
but is also about enabling meaningful connections in a community
VALUE PROPOSITION FOR NOVO NORDISK

52. VALUE PROPOSITION
The service is a location based open platform which will target people with diabetes as a primary user group, but with a potential to
diffuse into the general populace, who may find topics of common interest being discussed with regard to lifestyle choices. For
example, helping out a person who has doubts with regard to general diabetes care or getting to know about all the organic food
places in one area.
- One of the primary values we found was that of expression and how it helps in dealing with the daily stress involved in dealing with
diabetes.
- Knowing that there are other people in the locality who share the same lifestyle or have found ways of dealing with diabetes and
the various aspects of care involved could go a long way
- Shout could help in aiding people who might have immediate needs and need quick answers from members of the community
- People with diabetes could be viewed as thought leaders , especially with regards to having healthy, balanced lifestyles and this
could have a great potential in diffusing out to the general public.

53. A 10 day Industry Project
Team
Harsha Vardhan R
Daim Yoon
HariKrishnan Gopalakrishnan
Guided by
Cordy Swope (Fahrenheit-212)
Simona Maschi (CIID)
Nini Christoffersen (CIID)