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Market Analysis

Locate our service in the Blue Ocean of the digital health market (comprehensive & fun)

User Research


The process of user research shows in the diagram below, during which we tried to engage with a large variety of people based on different age groups, stakeholders, nationalities and occupations.


Some design activities done through the project

Identify typologies and choose “reactive” and “unaware” one to focus on

During the last but one round of user research with the 5 UK residents, we discovered that their personalities are quite different. Thus we tried to categorize them according to “reactive-proactive” and “aware-unaware (of the risks of their health problems)”. It was then discovered that the ones who are proactive and lack of the professional knowledge or awareness of the risks tend to be a group that need the help to be introduced to NHS system the most. Through this way, it would easily help Minoxsys to gain more users and increase their loyalty by creating value for them, since currently they are the ones who do not think they need help until they get the serious illness. 


Narrow down the target group to “shift workers”

Since we decided to focus on the healthcare users who are “reactive” and “unaware of the risk”, shift worker were chosen to be the extreme user to be studied. Four shift workers have been interviewed who are bartender, saleswoman and security guard, covering different range of occupations. A day in life was used to gain more knowledge about their lifestyle.

Key Insights

How can we motivate shift workers to change their lifestyles to be healthier? Our research tried to figure it out by asking shift workers questions about their attitude towards changing lifestyle and their relationships with colleagues and employers. Understanding these generated 5 main insights:


Research Question

How might we engage with shift workers to support them in taking care of their health?


Based on the insights and the research question, we created one Persona for better understanding our target user.


Design Concept 

Our way of behavior change

Based on literature review about Behavior Change Theory and Gamification, we proposed our way of behavior change as “giving easy and simple challenges to support users in entering a virtuous circle of healthier behaviors”

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How can we motivate users to change their behaviors?

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Design Outcome

password: 2578

Key principles

The following diagram shows key principles of our service, corresponding with insights from the desk research and the user research.

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Hubeat System Overview 

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Stakeholders` relationships & tasks


Design – branding

Hubeat is a service aimed to support its user in entering in a circle of healthy behaviors. The word is composed of two words, hub and beat. Using the service the user is in a hub surrounded by a community which contributes keeping him active and healthy, through a challenging game. The logo and name demonstrated our vision of health care, which is making shift workers to get supported and support each other to improve their health.

Name: Hubeat
Slogan: Enter a hub and beat the world
Logo: The logo illustrates a handshake composing a hearth. The simple lines consisting of the logo shaped as a heart also show our App adopted a light approach, which means a simple way without any additional smart device to care for the shift workers health condition. The color is bright, using ingredient to connect and contrast the warm and cold colors. It refers to that people of different personalities will be closer to each other in working environment, competing with each other in a fun way to be more energetic by improving their health condition.

Design – card


Design – web

Design – app


Impact & How to Upgrade the Service