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Project Overview
Coeliac disease is a lifelong autoimmune disease caused by the immune system reacting to gluten. Coeliac disease is common, affecting 1 in 100 people; however only 24% who have the condition have been diagnosed which means there are currently nearly half a million people who have coeliac disease but don’t yet know. If a first-degree family member (such as mother, father, sister or brother) has the condition then the chances of having it increase to 1 in 10.
Project Commissioner
Project Creator
Team
We craft unique mobile-focused applications for the world’s biggest brands. Having worked with companies such as Canon, Universal Music and The Times, we understand the need for enterprise level quality and process on mobile and our hallmark honest approach is reflected in the long lasting relationships we have been able to build.
Our team of creative designers and developers are passionate about their work and it is our fresh approach to mobile that creates extraordinary products that stand out from the crowd.
Project Brief
The best app projects are those where you can truly make a difference to your end-user. Not all app projects are like this, but the most rewarding are. When approached by Coeliac UK it was obvious we would be working on a product that would fundamentally change the lives of those people living with Coeliac disease. Nothing demonstrates this more for us than helping Coeliac UK take their off-line membership into the mobile space by providing a carry-along reference product they can keep with them at all times.
Our brief was simple, to both raise awareness for Coeliac disease and provide a life-saving daily tool for those who are currently diagnosed with the condition. The aim was to offer a valuable food and drink guide detailing what foods were safe to eat as well as a venue guide, a map showing which restaurants, cafes and bars cater for those with the condition. When we work with mobile products we really do ask why they should be on mobile, the Coeliac app is a prime example of the benefits of using a mobile device to carry such valuable information with you at all times and to provide content which has context within the user's current location.
Project Need
As with all of our apps, simplicity for the Coeliac app was key, and providing accurate information in a timely manner was the main driving force behind our approach. Unlike with some other categories of app, this product was to be used by a vast demographic and so the user experience had to be geared towards a large number of people with differing abilities and knowledge. We had to create a single app that catered for that wide audience whilst still keeping the core functionality simple, clean and efficient.
We utilised timesaving features such as barcode scanning to ensure that users can get the information they need with the minimum amount of manual data entry, thereby making the app more pleasurable to use and more of a daily tool than a one-off reference.
The main need for the project was not in simply providing a directory of information or a map of suitable venues, it was in fundamentally enhancing the lives of those who would use it. Preventing any confusion of what you can or cannot eat and ensuring that you spend less time managing your condition.
User Experience
Due to the wide audience the app had to cater to many different levels. From users who were very tech savvy to those who were relatively new to mobile, from the younger members with great eyesight, to those older members with a visual impairment. The app had to work at two levels, content and interface. The content was full and rich and had to be presented in a clean and simple manner but equally the interface had to adapt, so adjustable font sizes and content was required to work across all user demographics.
When dealing with venues we present the users with a map, searchable and filterable based on distance, giving a visual context to the results being displayed. This allows users to make quicker, more informed decisions on the venues they wish to visit, at the point they wish to visit them. The manner of information displays provides more relevance to the content and in a more timely manner further enhancing the usability aspect of the product.
Project Marketing
Coeliac UK are in a great position as they have a strong offline readership. The aim of the product was to take that readership into the mobile space. The primary marketing channel for the app is that of the current membership directory, coupled with extensive YouTube videos and social media campaigns. The Coeliac UK website has also been reworked in tandem with the app to provide a full complimentary digital offering.
Project Privacy
All consumer data is securely stored by Coeliac UK and is linked to an active membership. Only members who are currently active are able to use the app. To increase the privacy and security, the sign-up process is not conducted by the app but by the website.
Best Audience Migration to Mobile Technology
This category recognises migration of an audience from a traditional media to a mobile platform.
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