Ada Health
HI I’M ADA
HI I’M ADA
HI I’M ADA
Working with a cross-disciplinary team to Bring editorial content to an award-winning chatbot and not suck
Role, client etc...
I worked with Ada as part of the Albion team that created their consumer facing app and did a design research project to validate how to put content in their app.
Agency
Albion
Role
Senior Product Designer
Overview
We worked with the 8-year-old German technology company to help them take the AI-powered diagnosis engine from their existing doctor-facing tool and develop a new global consumer product around it.
We helped them understand their future consumers’ needs, both spoken and unspoken, across global markets and healthcare cultures.
We launched an award-winning app with a cross-disciplinary blended team of Ada and Albion.
What we did
Our brief was to explore how branded content could live on the Ada app and how that would enhance the customer experience beyond diagnosis, open new revenue streams and enhance their SEO.
Ada was exploring commercial partnerships to put editorial content on top of the conditions library to expand into the American market.
Working closely with a strategist, we analysed the type of content which lived in this world and what resonated with people who suffer from migraines. We hypothesised that content at different points of the customer journey did other jobs for the customers. From finding out you suffer from migraines being more authoritative and medical to living with migraines being more lifestyle and testimonial created an informal support group. A forum like Mumsnet also had a lot of engagement. There was also a lot of disinformation and anecdotal information out there.
solution
We created a new architecture to encourage browsing and discoverability as if it all came from Ada, the chatbot. The content was like a garden Ada maintained, weeded out lousy content and created a safe space for users. Heavily influenced by Apple News and other content aggregating feeds, we aimed to create a flexible content system that could accommodate multiple brands and still feel like Ada. Calling out the brands was a high priority for us as we believed transparency built trust. We also made natural handover points in different user journeys, such as post-diagnosis and ways for patients to bookmark helpful information.
Each condition was a topic, and users could follow with content categorised into stages, from finding out you have a condition to holistically living with a condition.
We also devised some ideas for condition-specific tools/widgets to support and engage users by creating rituals.
We validated this work with migraine sufferers in New York with user interviews and a click-through prototype which I facilitated. They liked a space from a medical authority aggregating content about specific conditions. The internet is the wild west, and this felt reassuring. With the cost of healthcare in America and this being free, people were receptive and not deterred if the content came from a pharma company. They were positive if they had heard of the brand. They also mentioned how much this service was and was receptive to subscribing to something like it.
Outcome
We created a set of recommendations for the Ada product teams that validated the enhanced app content. Great content improved the experience and made value for them in return; for many of the people interviewed, the content variation was reassuring and created a sense of community. More food for thought would require a significant investment to do this right.