Role: Creative Director
Client: Pulsar Informatics, Inc
How about several in a row? Rejuvenly is an insomnia treatment program that helps you sleep – without the use of medication. Curious? Learn how I helped developed a program to help you sleep better.
Mission: Create a sleep health program accessible to anyone with an internet connection.
Insomnia affects most adults at some point in their lives, with an estimated 30%-40% affected at any given time. 10% of the population has chronic insomnia (roughly 32,548,595 people), and an estimated 658 providers in the USA – with some states home to none.
Beyond insomnia, other conditions such as obstructive sleep apnea, restless leg syndrome and heartburn often show up along with poor sleep. I began looking for ways to help those who slipped through the cracks.
National Institute of Health now puts Cognitive Behavioral Therapy for Insomnia (CBTi) as the first preferred treatment for insomnia sufferers. This treatment requires no medication, and focuses on adjusting patient behaviors over time.
I began by going through competitors programs – completing 3 very different approaches to CBTi over the following 6 weeks. Looking for ways to set REJUVENLY apart from these programs, I looked at how other therapies presented self led vs. in person treatments.
Individual treatment needs vary and shift during treatment, and require agility in a self-led program to change based on user input. While the primary competitor had a fully animated insomnia treatment program, they were narrowly focused on insomnia treatment. Markets were ignored, including the elderly–who may find technology challenging–and military personnel, who have a greater risk of insomnia but limited personal time to manage it. Using Pulsar’s connections to the healthcare industry, we created REJUVENLY to foster a connection and become a tool for physicians and service providers to implement a sleep improvement program.
A patient’s success in the program depends entirely on their participation and compliance. A schedule with weekly goals are set based on the patient’s sleep log inputs from the past week, with patients given freedom to complete their tasks during the week, but must be completed before “unlocking” the next week’s content. Secondary materials would be made available during the week via the patient’s toolbox, available to be reviewed any time.
To accomplish this, we developed a webapp and companion app (native). I focused on user (patient) webapp education customization. Requirements for the companion app were handed to the UX & dev team to create.
After a few rounds of revisions, it became clear a clinical expert would be key to improving the product. Working directly with Donn, I revised the patient treatment program – and we worked out how it would be customized to fit each patient’s needs. We narrowed in on an overarching vision thanks to his expertise. Integral to the design process, Donn also ensured my graphics accurately depicted the concepts.
Welcome, Dr. Donn Posner.
Using a combination of animated video (primary path) and static storyboards (secondary path), I laid out a roadmap for each week’s interactions – with variables for different user’s sleep complaints and how that would feed into a seamless interaction.
Designing this program was a special challenge. It meant creating a world where a patient would remain interested in the learning process, but also build the trust necessary to convince them to effect significant behavioral changes in their daily lives. I landed on an outdoor/wooded area outside of a major city. It was calm — with rolling hills and blue skies — but I added visual interest with elements like camera moves, buildings/caves/etc. as structural elements, and a variety of characters to add interest. With two main characters: – Michael, our “sleep guide,” – a clinical- seeming character, and the “everyman,” an unnamed cabin- dwelling fellow. Other characters were created for conversations to exemplify a variety of patient- type interactions and act as an interactive FAQ.
With the help of my assistant animator, we completed 6 weekly modules under a tight schedule. I designed simple visuals for describing complex concepts.
Early in the design process, I worked on a variety of native app designs. In the end, leadership decided the end product should be primarily web based with a companion app to help patients track their sleep.