Ada Digital, Case study Im Ada, I Can Help. by Kbs Albion London, kbs+p New York

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Im Ada, I Can Help.

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Industry Mobile applications
Media Digital, Interactive & Mobile, Case study
Market United Kingdom
Agency Kbs Albion London
Executive Creative Director Adam Lawrenson
Designer Seungjoo Lee, Kirk Watson
Agency kbs+p New York
Chief Creative Officer Patrick Scissons
Released February 2017

Awards

Clio Awards 2017
Digital/Mobile Product/Service: Apps Silver

Credits & Description

Title: Im Ada, I Can Help.
Agency: Kbs Albion
Brand: Ada Health Inc.
Country: United Kingdom
Entrant Company: Kbs Albion, London
Advertising Agency: Kbs Albion, London
Production Company: Kbs, New York
Additional Company: Ada Health Inc., Berlin
Global Chief Creative Officer: Patrick Scissons (Kbs New York)
Chief Executive Officer: Paul Jakimciw (Kbs Albion/London)
Executive Creative Director: Adam Lawrenson (Kbs Albion/London)
Chief Strategy Officer: Glyn Britton (Kbs Albion/London)
Product Design Director: Nick Pleydell-Pearce (Kbs Albion/London)
Design Director: Kirk Watson (Kbs Albion/London)
Programme Director: Jon Brombley (Kbs Albion/London)
Strategy Director: Phil Lewis (Kbs Albion/London)
Account Director: Romney Taylor (Kbs Albion/London)
Strategy: Thomas Bunnell (Kbs Albion/London)
Ux Design: Steph Ip (Kbs Albion/London)
Product Design: Alex Lee (Kbs Albion/London)
Brand Design: Chris Landry (Kbs Albion/London)
Visual Design: Elise Wade (Kbs Albion/London)
Vfx Creative Director: Dana Yee (Kbs New York)
Designer: Seungjoo Lee (Kbs New York)
Assistant Producer: Isabelle Vrod (Kbs New York)
Editor: Ben Jones (Kbs New York)
Founder And Chief Executive Officer: Daniel Nathrath (Ada)
Founder And Chief Medical Officer: Dr. Claire Novorol, Phd (Ada)
Founder And Chief Scientific Officer: Dr. Martin Hirsch, Phd (Ada)
Head Of Marketing: Marvin Rottenberg (Ada)
Chief Technical Officer: Johannes Schröder (Ada)
Head Of Product: Nick Mulder (Ada)
Production Manager: David Schmitz (Ada)
Senior Designer: Rupert Adlmaier (Ada)
Vp Operations: Maren Groven (Ada)
Director Of Medical Knowledge: Ewelina Tuerk (Ada)
Director Of Research: Henry Hoffmann (Ada)
Campaign Description:
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 and humanising the smart AI that powers it.
Synopsis:
The AI that underpins Ada was developed to help support doctors in their assessments. 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 a diagnoses in minutes.We believed this technology has the potential to transform healthcare globally - reaching beyond professionals and supporting patients directly.Our joint Ada/agency team started on the journey to create an experience and consumer brand that could support such an ambition; in a highly regulated environment and with start-up budgets. We knew we had to make clear the benefits of the new technology, while also understand the complex emotional concerns people would have about trusting it. From the way Ada looked to the smallest of UI interactions, it had to 'feel right'.
Outcome:
1.Ada is now available globally (on both Android and iOS) and is accessible to the global smartphone population. It already helps patients across Europe, Africa, North and America.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 countries5.And has been featured as the best medical app in both the Canadian and US App Stores.6.Across the globe health services have never been more stretched. Technologies like Ada have the ability to revolutionise access in the western world and start to grow access in developing countries by providing expert support.
Relevancy:
Lack of access. Misdiagnosis. Longer waiting times and shorter visits with your doctor are all signs of a system at breaking point.Access to health information online has never been higher. Yet, our confidence and trust in this information, never lower.What if technology could help solve these problems?We partnered with a Berlin-based healthtech startup called Ada who’d developed a market leading Artificial Intelligence diagnostic tool to help doctors accelerate diagnosis. We transformed that technology into Ada, a groundbreaking consumer healthcare proposition that placed the ability to accurately assess your own medical symptoms into the palm of your hand.
Execution:
The AI engine that underpins Ada was developed to help support doctors in medical assessment. While doctors typically rely on what is most common, our algorithm uses complex Bayesian networks to mathematically map and analyse symptoms and their potential relationships. A team of over 20 medical professionals have spent years training this system to recognise the complex make-ups of rare illnesses and cancers. Using this as the foundation, we then developed a complex A.I. based natural language messaging interface balanced with a brand and an experience that helped consumers open up and relate to Ada as if it was a real medical professional. The new breed of medical app includes the diagnosis engine and personal health record.Ada is available globally on IOs and Android and is the number one free medical app in 120 countries. It has delivered over half a million assessments in the last 3 months.