myDNA - Uncovering the Secrets of Your DNA
The myDNA lifestyle & wellness program that utilizes DNA technology, provides people with powerful information, helping them to understand how their genes affect their food & dietary sensitivities, exercises as well as their chances of developing chronic diseases. The myDNA experience empowers people to take action earlier for a healthy life.
The Objective
I was tasked to create an end-to-end customer experience for a DNA testing campaign in collaboration with Prudential - one of the largest life insurance company in the world - empowering its policyholders to take control of their lifestyle choices and ultimately, improving their health.
My team engineered the entire customer "unboxing" experience for Prenetic’s flagship myDNA product, leading several cycles of prototyping, usability testing and iteration - from the physical product design and branding, through to the mobile app experience up to the creation of an automated simple, but compelling “easy-to-understand” DNA report.
My Responsibilities
Managing the entire creative processes from branding, packaging, mobile application, responsive web development, user testing up to the fully automated genomic report generation.
The Challenges
As Head of UX, I made sure that all stakeholders involved including Business, Tech, Marketing and Science Team were aligned on the ultimate end goal of creating an amazing end user journey. I have analyzed complex scientific concepts and translated them into digestible and easily understandable deliverables, that is from the following standpoints:
Technical: Easy to implement
Scientific: Accurate display
Marketing: Appealing product
Business: Added value
Aligning people from different expertise areas is for sure not easy. Making sure their voices are heard, the key is to find common ground and manage expectations. Ultimately, not every decision will make everyone happy. However, designing an awesome product such as myDNA and being the industry’s first nutrigenomics-based experience in Hong Kong, was for sure something that everyone can agree with without second thoughts. That was our fuel to success.
- Ohh, and did I mention all of that was done in just three months?
The Design Journey
The “Unboxing Experience”
When I asked people what came to their mind when they hear “DNA Testing”, I often hear something around “You will take my blood, right?“ or “I’m afraid of needles” or even “I need to go to the clinic, correct?“. In fact the process of taking a human’s DNA sample is completely saliva-based and not intrusive at all. it just takes two minutes. The task was clear - it was about education and expectation setting about the DNA testing process, but also, designing the experience as simple as possible.
Personalized Report
Following the sample collection, users will receive they own personalised DNA report, that helps them answer questions, such as:
Which diet-type is the best for me ?
What is my rate of metabolism?
What type of exercise would be most beneficial for me?
Which vitamins am I likely to be deficient in?
Am I at a higher risk of obesity due to my genetics?
This exercise combines the Science with Lifestyle Editorial, making dry information digestible and easy to understand for layman users.
Mobile Application
A digital touchpoint of the myDNA experience and the industry’s 1st nutrigenomics-based mobile health coach app helps users to stay engaged, allowing them to access live dietitians for all kinds of diet and exercise based matters. Packed with features such as DNA based meal recommendations, food and activity log, personal report viewer and live chat - making sure users stay engaged on their journey to a better health.
Website
The myDNA website is the first entry point for customers to learn more about the product, but more importantly helping them to order and register their DNA kit with simple step-by-step guides.
The Outcome
A delightfully simple consumer experience of a scientific product, achieving highly involved user-product interaction (collecting DNA samples from users!), while managing to keep things simple for layman users.
72% made changes to their diet and lifestyle
84% would recommend myDNA to their friends and families
89% found the report easy to understand on how DNA affects diet and nutrition
97% found the product easy to use
Videos and Outdoor Advertisement
TVC by Prudential
myDNA TVB Feature
myDNA Promo Video
myDNA Introduction
