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