Image selection
▶ 53 years old, Tour guide
▶ Christianity and football
▶ Politically active & unhappy
▶ Family man
▶ Carer: elderly
▶ Late 30’s, Oncologist
▶ Single, career driven
▶ Hates sport but keeps fit
▶ Passionate member of medical community striving for better integrated patient pathway
▶ Not political or religious
▶ Mid 20’s, Fashion blogger
▶ Muslim, Bangladeshi family
▶ Psoriasis patient: condition has
made her feel shy and isolated
▶ Ignored by doctor, feels hopeless
about her condition
Three figures plotted on a map, with a call out indicating their priority
• § Layos, frustrated by Government
• § Yukie, determined to change the status quo
• § Aisha, isolated from society
▶ Business: Email, FB Message, WhatsApp, Instagram
▶ Political activism: Twitter
▶ Finances: uses Zuum to send money to brothers
▶ Health conditions: Wikipedia, product sites, forums
▶ Calls and texts doctor
▶ Uses desktop and phablet
▶ Accesses online healthcare resources daily; product info, message boards & communities
▶ Uses mix of Line and Mixi to chat
▶ Banks on phone (HSBC)
▶ Uses desktop, tablet and mobile
▶ Prolific online shopper, banks online
▶ Loves Pinterest, Twitter & Instagram
▶ Uses WhatsApp & FB to chat
▶ Visits forums for info aboutconditon and new treatments
Founded 1975
400+ Camper stores
1000+ employees
$180m+ turnover
Founded 2006
<10 Tom’s owned
300 employees
$250m turnover
Gamejam: Rapid prototyping
• 55 developers (Facebook, Google, Amazon)
+ scientists & academics
• 48 hour ‘hackathon’
• 12 prototypes created in two days
• Refined further over the course of a year
• Released and then refined through updates
