Prudential — Personalised Health Through DNA

Introduction

Prudential partnered with Prenetics to explore how DNA insights could be integrated into insurance — shifting from reactive coverage to proactive health management.

At the core was myDNA, a nutrigenomics platform translating genetic data into personalised guidance across nutrition, fitness, and lifestyle.

This project spanned multiple touchpoints — from physical product experience to digital interfaces — shaping how users engage with DNA insights from the moment they receive the kit to acting on their results.

Objective

The objective was to design an end-to-end DNA experience that makes complex genetic data understandable, actionable, and relevant to everyday life.

This included a physical DNA kit, a mobile application for ongoing engagement, and a DNA report that translates scientific data into clear insights.

The goal was not just to inform users, but to guide behaviour change through personalised recommendations.

Challenge

Genetic data is inherently complex and often difficult for users to interpret.

Users struggled to understand how genes influence diet and fitness, while scientific terminology increased perceived credibility but reduced clarity.

Insights felt abstract without clear actions, making it difficult for users to apply them in daily life.

The experience also needed to balance scientific accuracy, usability, and trust when handling sensitive biological data.

The challenge was to transform raw genetic information into something users could immediately understand and act upon.

Process

We approached the problem as a connected journey rather than isolated touchpoints.

The DNA kit was designed as the first interaction, setting expectations and building trust through a clear and intuitive physical experience.

Genetic insights were structured into meaningful categories such as nutrition and fitness, making the data easier to understand.

Instead of focusing on raw data, we prioritised what users need to understand and what they should do next.

My role focused on creative direction and execution, aligning the experience across physical and digital touchpoints.

Solution

The final solution was a multi-touchpoint experience translating DNA data into everyday decisions.

Key components included:

• DNA kit experience guiding users through sample collection
• User-friendly DNA report translating complex data into clear insights
• Personalised nutrition and fitness recommendations
• Mobile app with DNA-informed daily meal planning
• Access to dietitian support for expert guidance

The experience focused on connecting insights directly to behaviour, making complex science actionable.

Outcome

The project successfully demonstrated how DNA insights can be integrated into insurance to support preventative health and lifestyle improvement.

Prudential adopted the solution as part of its offering, enabling policyholders to better understand their genetic predispositions and make informed health decisions.

This resulted in stronger engagement with health programmes and a more differentiated insurance proposition.

More importantly, this project shaped how I approach product design — focusing on behaviour change, clarity, and actionable insights.