As a product using ground-breaking technology in an entirely new way, the regulatory frameworks simply did not exist at the commencement of this project. This has meant working with regulatory bodies globally to help shape the product in such a way as to establish, as well as satisfy, their requirements.

Ada. Your personal health companion.

A product capable of being used by millions of diverse people around the world to support their health needs.

In order to be more than a clever technology the interaction with Ada had to be like visiting a good doctor - reflecting the seriousness of your medical health, empathetic to your needs and thoroughly professional.

We therefore created a living, breathing brand and product experience that reacts, responds and visually communicates with its users. Using friendly conversations, founded in medical precision, it reassures users and helps build trust.

The unique UI has been crafted and tested to replicate this, while the Visual ID is inspired by shapes from the human genome, using pastel colours to reflect the calm, assured tonality and subtle movement to provide a sense of responsiveness that humanises the smart AI that powers it.

Following initial research, the joint Ada/agency team developed the brand and consumer product in parallel - ensuring that the creative concept and the user experience were entirely consistent.

Working in sprints, with daily standups conducted between Berlin and London via Google Hangouts the product was iterated quickly allowing regular testing with users to gain feedback for incorporation back into the process.

The naming, brand and visual identity was able to be stress-tested and evolved through this application to ensure it delivered the right product experience. Similarly, the underlying technology and journeys were shaped by this ongoing input, helping to ensure we created a clear, usable interface that would deliver.

In just 6 months, a beta version of the medical assessment application was with users in test markets: New Zealand, Ghana and South Africa. Following feedback and iteration over the next 6 months, the app is now available globally.

1. Ada is now available globally (on both Android and iOS).

2. It has delivered over half a million assessments in its first 3 months, saving time, worry and even lives - with several emergency conditions being correctly diagnosed and then resolved.

3. It is growing user numbers at 60% MoM.

4. Today Ada is a the top ranking free medical app in the App Store in over 120 countries

5. And has been featured as the best medical app in both the Canadian and US App Stores.

Given the sensitivity and cultural nuances around personal health, we needed to conduct research that was both global and able to dig out real insight into how Ada needed to develop.

Working with psychologists in Western Europe, India and North America, we used quantitative tests bespokely developed to uncover deep need-states as well as conscious and nonconscious drivers of behaviour related to health.

Supplemented with qualitative depths we were able to identify the key themes that would go on to underpin our creative development and the product’s features.

We understood that we needed to demonstrate value to people who do not inherently believe that digital diagnosis tools are useful, or whose complex cultural context doesn’t make them feel empowered.

To do that we needed to recognise the contextual drivers of usage and create a product that was credible and met the needs of both empathy and reassurance with scientific credibility.

The AI that underpins Ada was developed to help support doctors in medical assessment. While doctors typically rely on what is most common, Ada uses complex Bayesian networks to mathematically map and analyse symptoms and their relationships.

Where typically rare diseases could take 7 years to diagnose, Ada has been able to support such diagnoses in minutes.

Knowing the power of this technology, we believe it has the potential to transform healthcare globally - reaching beyond medical professionals and supporting patients.

Our joint Ada/agency team started on the journey to create an experience and consumer brand that could support such an ambition.

We knew we had to not only to make clear the benefits of the new technology, but also understand the complex emotional concerns people would have about trusting it with their healthcare. From the way Ada looked to the smallest of UI interactions, it had to 'feel right'.