Luna.AI
An AI that helps women to document and monitor stress and wellbeing.
Who should Länsförsäkringar partner with, and what product would we do together, to create a digital product targeted for Young Adults?
Our client was the innovation agency LFANT which is a subsidiary to Länsförsäkringar. During a three week sprint we went through the Double Diamond to deliver a digital product.
TEAM
Santino Mariano Sofia Vide Elisabeth Changa Isabelle Orrenius Ellinor Valtersson
My role in the project
Project Management
User-Testing
Solution
An voice-integrated AI that helps women document and track stress levels over time. No people are more stressed today as the target group young women. Through voice or text you talk to Luna, the stressbuddy in your pocket. Luna then categorizes your mood based on what you say and documents it neatly for you through statistics see mood and stress over time, everything done right in the app.
The Design Process: Double Diamond
Double Diamond: Discover
BRAINSTORM | DESK-RESEARCH | HEAT-MAP VOTING
We came to the conclusion from discussions and desk-research that Länsförsäkring value proposition is to protect its consumers when accidents happen but they also try to prevent the accidents from even happening.
Therefore we first brainstormed with the premise: Problems and accidents that exist today that has no digital product to prevent it.
We realized it was hard during Brainstorm #1 to ideate on problems instead of solutions straight away with a topic this broad but with that in mind we tried to look on all the solution post-it notes and see what problem lies underneath it and if it’s especially seen in the target group young adults. Through discussions and sorting we had a final group of notes where we later heat-map voted on. The problem we wanted to design a digital solution for was:
According to Public Health Institute (Folkhälsomyndigheten) young women between the age of 18-29 is the most stressed group of all today and most prone to burnout.
The question we asked ourselves was: How might we prevent young women between 18-29 from being too stressed through a digital product and at the same time add value to the business of the company Länsförsäkringar?
Double Diamond: Define
DESK-RESEARCH | LO-FI / MID-FI PROTOTYPING
A important key insight from research is that women and men are affected and manage stress in very different ways according to A.P.A (American Psychology Association) . Women feel stress relief talking with friends more than men, who prefer to exercise it off. There are many applications like Headspace and Calm that can help people that are far to stressed to wind down but we saw a gap where there is no digital product that helps preventing these stress levels from going up too high.
Our second brainstorm proposed layout in the digital product to be able to: document your wellbeing to a AI, translate it to statistics over your stress and mood over time, and get help. Thereafter we chose out the sketches that was in line with our idea and created lo-fi in Figma as seen on the picture above.
Double Diamond: Deliver
USER-TESTING | ANALYSIS | VPC | CUSTOMER JOURNEY
After getting the lo-fi wireframes done we builded a clickable flow and tested it on users regarding usability and functions. We also asked questions on what would make them download the app and if there was any needs besides what we presented. We analyzed the answers and started to build customer journeys and ideate on a value proposition canvas.
Key insight from users was that the AI should not give concrete tips on what to do in the chat, only respond and categorize mood and stress levels. Key insights from the VPC/ customer journey was that there was no incentive to download it. We found value in adding partnership with influencers such as Ellen Bergström, an influencer being vocally open about her problems with stress. She talks on her social media low in form of sketches about stress, but also high with her collaborations with other organisations such as her work on PTSD with Red Cross. Lastly we added an extended insurance that would be compatible with the application: “Insurance against stress” - You get discount on therapy calls if you suffer from a “stress diagnose” and can contact online therapy straight through the app.
Double Diamond: Develop
HI-FI PROTOTYPES | PITCH | NEXT STEP
Before presenting to the client we also built a high-fidelity version of the app in shape of three hero screens. The question we asked in the discover phase was:
“How might we prevent young women between 18-29 from being too stressed through a digital product and at the same time add value to the business of the company Länsförsäkringar?”
And this is a summary of the presentation pitch we did for LFANT.
There are many apps to wind down stress, such as Headspace and Calm, but they do not prevent an accident from happening, such as a burnout. The unique value for the young stressed women in this digital AI is to be able to be aware of your own levels over time and proactively do something about it, before it’s too late. As the target group is young and mentioned they’d rather listen to an influencer instead of a commercial to take action, there is an opportunity to take in strong influencers like Ellen, who actively works with showing how stress affects us all. It adds more brand recognition for Länsförsäkringar in trying to do something good for the society, and business value in a new form of insurance. This also in turn protects young women who already are prone enough to stress in the world we live today.
If this were to be pursued as a real project some of the next steps would be:
Add functions in upcoming versions such as: design how the AI gathers and sorts data through voice, and how it’s going to be presented visually through statistics such as graphs so that the users can understand intuitively how their levels are over time.
Release a beta version that can be tested on a selected audience to see how they perceive the MVP - tracking your levels.
Visual revamp on logo and colors. Logo fits a younger audience and the white text on turquoise background breaks accessibility guidelines.
