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 about
conditon 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
