Ups and Downs | 2015
More than a roller coaster simulator, this experience was a metaphor for the treatment of chronic illness. A team of four healthcare professionals work together to smooth the ups and downs of a hypothetical patient journey.
Client: Abbvie Humira
Audience: healthcare providers
Role: creative director, experiential design lead, art direction, interaction design
Getting the attention of a tough crowd
The entire experience was choreographed to draw physicians’ awareness to specific scientific studies. The audience was challenging — highly educated and skeptical. To get them to take notice, we contextualized the studies with a simple, visceral analogy: chronic disease is a never ending roller coaster ride.
Showing how hesitation can impact patients
The mission was to act decisively to overcome obstacles on the patient journey. Each rider was called upon to hit their “Decision Button” to treat a symptom of disease progression which was visualized as an obstacle on the track. Prompt, decisive action was rewarded with a smoother ride. Hesitation resulted in a more turbulent patient journey.
Connecting the game with real life stakes
When the ride ended, scores were displayed and the riders discovered their pictures had been taken — just like on a real roller coaster. The host reminded them that while they had fun, patients with chronic disease can never get off the ride. Product specialists were also on hand for further discussion.
Results
The 4 minute experience was completed over 600 times in 1 day by the target audience of healthcare providers. It visited a half dozen conferences and thousands of healthcare providers over the next 2 years.