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