Uber Health
Experiential Marketing + User Experience Design + User Interface Design
Role: Interface Design/Design Research
The campaign was accomplished through the Brand X challenge to promote the launch of Uber Health, connecting Uber riders, drivers, and healthcare providers in the community to provide higher awareness and accessibility to healthcare. For this hypothetical campaign, our team picked the city of Boston as our target to promote Uber Health using the central theme of “The Healthiest Town of America”.
Motivation
3.6 M+
annual appointments result in no-show because of transportation difficulty*
85%
of clinical trials fail to recruit patients due to transportation issues
$150 B
loss on healthcare providers from missed appointments
Source: Uber Health
As a result of transportation difficulties, there are millions of missed appointments, absent clinical trial patients, and unattended prescriptions that result in chronically untreated conditions for patients and billions of income loss for the healthcare providers. Even for patients who do arrive, 95% of them arrive late when they take public transportation and only 66% of prescription drugs are actually picked up. The Uber Health product assists healthcare providers and makes transportation more accessible for those who can’t drive on their own.
Our campaign is focused on bringing out the healthiest lifestyle in each town and spreading awareness about the possibilities with Uber Health’s impact. We want users to trust Uber Health as a brand that is dedicated to improve human health and a better lifestyle, not just in helping users show up to appointments on time, but also encouraging them to participate in health-promoting physical activities. Uber “ignites the opportunity by setting the world in motion” and just like the campaign that we’re setting out, we’re igniting the convenient opportunity for people to start a healthier lifestyle.
The Uber Brand
Big Picture
The Uber brand focuses on promoting safe and reliable transportation not only for daily usage, but now extending to healthcare. With it’s vast network across 60+ countries and 10M+ trips completed per day, Uber’s impact on the sharing market has been so prominent that such change in industries are called “uberisation”.
Uber Health’s goal:
improve appointment efficiency
cost control
ease for patients
reliable and accessible service
With its deep understanding on how cities and people move, Uber Health will enable reliable transportation is accessible for those who need them the most: patients. As a service, Uber Health will bring accessibility by introducing wheelchair-friendly options, immediate deployments, direct ride-ordering from healthcare providers, and the availability to connect to patients without smartphones.
Design Branding
The campaign followed the branding system of Uber. The brand system of Uber emphasizes “movement” on all the interactions on the interfaces, from the ride requesting experience to offering endless opportunities. Graphic elements used in Uber involved authentic and natural photography as well as simple shapes in illustrations. In addition to black and white, Uber uses green as part of the Uber Health brand, as inspired by traffic signs around the world.
Source: Uber
Strategy
The target audience of this campaign will be uber driver-partners, uber riders, and healthcare companies.
We want to approach this campaign by emphasizing
the accessibility of physical and mental wellness with the help of Uber Health
engagement and inclusiveness with the entire community, no matter your location or income
a sense of trust between patients and physicians, as well as between riders and Uber partners
In addition, we want to maximize the effect of the campaign by choosing a location that will have a demand for the Uber Health service, as well as a mature infrastructure that will provide an opportunity for healthcare professionals and Uber Health to improve the product. This is why we chose Boston for our “healthiest town in America” campaign.
Target city: Boston
demographic research
Boston is known for its strong healthcare economy and healthcare innovation infrastructure with numerous conferences and support from both the public and private sectors. It is home to 79 hospitals, including top academic medical centers, research institutions and the Longwood Medical Area with a high concentration of medical facilities.
The target users for Uber Health will be elders and patients who are not the most healthy, tech savvy or economically capable to provide their own transportation and often opt to skip their appointments from the inconvenience.
21%
poverty rate of Boston,
9% higher than the national average.
23.4%
Bostonians do not own cars, 19% higher than the national average
46.3%
Bostonians use public transit and walking as their method of commute
Source: Data USA
Boston will be a good representation for those who are in poor economic conditions and need such support from Uber Health. In addition, natural disasters such as blizzards, coastal storms, and flooding are part of the Boston experience, where Uber Health would be highly valuable for helping patients with their medical treatments.
insights
Because of the robust ecosystem for healthcare in Boston, people in Boston will potentially be more open to new options, making Boston a good landing spot to bring a larger impact. Launching Uber Health in Boston can also potentially benefit healthcare researchers with the large number of potential participants. On the other hand, despite the numerous hospitals spread around the city, patients with lower-cost insurance plans may not be covered at higher level academic health centers. Therefore, some patients will have to travel to further hospitals to seek treatment. Uber Health will be a good solution to target such demographic.
Health professionals can participate in various pop-up gyms around healthcare centers, and participating communities will compete for the title of “healthiest town in America”. If your doctors are not healthy themselves, how would you trust them to provide solid advice for others?
We will install gyms in 10 convenient locations around Boston, bringing all members of the community together to work towards a healthier lifestyle together. As an incentive, participating healthcare centers will receive credit towards the Uber Health system, while riders and drivers from the community will receive Uber Swag and rider credit through participation. The event will end with the National Public Health Week in April and final announcement of the winners at one of the largest healthcare conferences.
By introducing a friendly competition and several healthy spaces within the Greater Boston area, communities within Boston will become more aware of how daily health can be so easy to achieve through Uber Health. We would like to use the competitive mindset of communities within Boston to have a friendly competition of which neighborhood in Boston have the overall healthiest citizens. We will bring the competition to them. We will bring pop-up gyms to the neighborhoods, so they can participate just as a part of their daily lives, instilling the idea that Uber Health will bring health to them.
the campaign
“We are bringing the health to you!”
Uber Health will be bringing patients closer to clinics as well as bringing the clinics closer to patients by erasing the mindset of skipping an appointment because of the commute. In addition to transportation, the additional accessibility options from the driver will also contribute towards inclusiveness in pursuing personal well-being. With the pop-up gym installed right next to the communities’ homes, members will be more encouraged to engage in activities, even if it’s just for the Uber swag.
big idea
First, we wanted to build a sense of credibility between doctors and patients. Health professionals can participate in various pop-up gyms set up around healthcare centers, and participating communities will compete by earning points for the title of “healthiest town in America”. If your doctors are not healthy themselves, how would you trust them to provide solid advice for others? However, we noticed that this would deviate from connecting uber drivers and riders.
Therefore, we pivoted the event to locations that are more accessible to the general public and activities that engage both riders and users in Boston. By introducing a friendly competition and several healthy spaces within the Greater Boston area, communities within Boston will become more aware of how daily health can be so easy to achieve as they walk past the pop-up gyms on their daily commute.
Uber Health Pop-up Gym Locations
Furthermore, it provides an opportunity for those who do not have privilege to gym memberships to experience healthy lifestyles. We will bring the competition to them. We will bring pop-up gyms to the neighborhoods, so they can participate just as a part of their daily lives, instilling the idea that Uber Health will bring health to them.
pre-buzz advertisements
Advertisements will be focused on out-of-home public displays such as billboards, buses, bus stops, and more to target people who take public transportation for their daily commute. These types of ads will be posted at least a month prior to the National Health Week.
Billboard and bus stop campaigns by Tiffany Mei
The billboards will have different location depending on where its located. Billboards bought near Faneuil Hall will direct people to the Faneuil Hall location while billboards bought near the Franklin Park Zoo will direct people to go to the Franklin Park Zoo location. For the bus ads, because this is a moving ad, we have a link for people to go to so that they can learn more about the campaign and find where the closest Uber Gym is to them. The bus stop ads work in a similar fashion as billboard ads where the Uber Gym location on the ad will be the nearest Uber Gym to the bus stop.
Facebook and Instagram campaign desgin by Tiffany Mei
As for social media, we plan to buy Facebook Ads and Instagram Ads and these campaigns will start two weeks prior to the National Health Week. The message is still the same where people can easily access the Uber Gym. These ads will target people ranging from age 18-55, essentially college students and working adults. These are people who use or potentially will use Uber and Uber Health services.
Pop-Up Event Design
The campaign is simple where we’re letting people know where the Uber Gym is but also leaving people curious on what Uber Gym is. People will record their activeness throughout the week by going to these Uber Gym locations and scanning their physical activities.
The pop-up activation will be held during the National Public Health Week April 6-12, 2020. The event will be a series of pop-up gyms across different neighborhoods of Boston so communities in different neighborhoods can compete to become the “Healthiest Town in America”, or Boston. The pop up gyms will have the slogan “We’re bringing health to you”, because we are bringing opportunities to exercise and engage with the community right to their centers of activity in popular open spaces. The overall pop up experience will provide a sense of community, convenience, and competition.
The space will have clear glass with nice lighting to provide a feeling of open space, almost like Muscle Beach in California. A nice canopy will over the activity area so the audience can participate no matter the weather.
User flow of Uber Pop-up Gym; flowchart made with Lucidchart.
There will be Uber Branded swag distributed for those who have collected enough points and outside of the pop-up event, healthcare professionals can contribute by uploading videos of them workout to show the community members that their healthcare provider are actually healthy. The activities will include basic health activities such as jump rope, plank, jumping jacks and Wii fitness games. Furthermore, there will be information that promote mental health. Participants will gain points based on their performance on each activity. For example, They will gain 32 points for doing 32 jumping jacks. The actual scoring system will be weighted based on the local population and participants.
Users will log on to the system by scanning their user QR code on the monitor in front of the activity, and as they participate at each station, movement detection technology will be employed to detect how many “jumping jacks” or other activities the user has done.
Uber Health event Log-in process.
Only phone numbers are used for log in, because texting is a basic function for all phone services. It will be accessible to technologically advanced elders who don’t know how to check emails.
New user registration process.
Made short and simple to avoid long waits in front of the machines. More details can be added later as needed.
Basic user interface.
Omitted interfaces include settings where users can update their user nicknames, password, contact information, and Uber profile; redeem points is where users can convert their points to Uber Cash or Gas credits.
More graphical version of user interface.
Considering the branding of Uber Health, the mobile site design was redesigned with more natural images and less use of the green color, to provide a more authentic look. Usages of images also and subconsciously encourages users to act through positive images that users can relate to.
There is a limit on how many times a user can participate within a day to ensure fairness. Users will be able to log onto the mobile site to see their progress, the progress within their communities, as well as progress of other communities and invite their peers to join as well.
These activities is shadowing how Uber will bring accessibility to health to them by bringing opportunities to work out. With Uber Health, the accessibility of rides can bring health to them by bringing them closer to their clinics and health providers.
The pop-up event will end with the conference at the end of the National Public Health Week. The final stage will be to invite healthcare providers at the conference to engage in the game as well and to provide information on the product. Furthermore, the “healthiest town of Boston” will be announced and the gym for that community will become a permanent installation and free swag will be handed out for those who participated.
Engaging Uber Drivers and Riders
We will invite Uber drivers to participate in the pop up gym as well. Drivers as commonly known for having back problems from long sedentary time, so drivers can frequent the pop up gyms for a quick 5 minute break and potentially pick up customers who are coming out of the area. Riders who register to participate in the pop up event will receive a discount code for their next ride with Uber. The more points the users collect, the more prizes they will have the opportunity to receive. The incentive for drivers to participate will be for them to receive gas cards when they achieve a certain amount of health points from the activities. The locations of the Uber Health pop-ups will be pinpointed on the Uber app map and they will be visible or promoted as ads when users use the app.
This activity also aligns with Uber’s overall mission to “ignite opportunity by setting the world in motion” through riders and driver partners who impact the way the world moves. Riders who support the Uber Health pop up gym event will spread awareness and motion others to become more active in a healthy life. This event will instigate a wave of healthy living starting with the riders and drivers of Uber.
Social Media engagement
Expanding on the Uber Health mobile website, we decided to create a landing page for the pop-up gyms located around the city of Boston. The goal of the website extension is to promote healthy lifestyles amongst the people of Boston while also highlighting the services Uber Health provides so that users are given context of the pop-up locations.
The landing page explains how people who are interested in the experience can locate one of these gyms while also learning more as to what Uber Health is. The mobile website gives the user the option to log in if they’re already an existing user, or to create a new account if they are interested in participating in the Uber Health challenge.
Home page by Sylvia Peng
Once the user logs in, they are greeted with their name and a QR code that allows them to scan whichever activity they are planning on executing at the pop-up site. Once they scan the QR code, they do however long the exercise as they can, and once they end the activity they can view how many points they have gained from it.
Users can track their points on their profile and see their contribution to their town’s healthiness. They can also invite their friends to participate in the challenge, therefore increasing their own town’s healthiness by providing more users of the application. Users may also view their community’s ranking amongst other towns, and see how many points each town must gain in order to move up in rank.
Overall, the application is designed to help users have a more interactive and tangible experience with the pop-up gym and have a visual tracker of their activities while there. It incentivizes users to exercise, and the free swag will motivate newcomers to come out to the event and learn more about how they can use the extension to provide points for their hometown.
Measures of Success
To communicate to the executive team why this program would be a success, the list of key performance indicators that we used to define this measure of success is social media engagement, number of participants/points logged in on the site, and number of visitors to each pop-up location.
This program would be deemed a success because of the different points of interaction users can have with the campaign. Through bus and social media advertisements, we can see how many clicks the website generates to see how many visitors wanted to learn more about the challenge or even participate in it. The amount of users who sign up for the program will also be a great indicator as to who is actually using the application and participating in the challenge. Inviting friends to participate in the challenge can also help generate interest in different social circles. Throughout this challenge, users will be motivated to act by the point system, which can be used as Uber credit and for drivers as well for gas credit.
Therefore, through these KPI’s, they can help give Uber Health a good indication as to which population of the town cares the most about their health leading to them to decide which one is the healthiest.
Copyright © 2019 Annie Jiang.