Manas
a new dimension for your sustained health

The
Icarus Craft

We added a touch of differentiation while developing the entire service.

EXPERTISE
Service Strategy and Design, UX
INDUSTRY
Healthcare
STRATEGY
Design Research, Service Strategy and Design, Brand Strategy and Design
DELIVERED
Every aspect of the service brand from the ground up, briefing and coordinating service partners as custodians of the service experience, Service Manual 

An Opportunity

screening enables early prediction of health risks

It provides the best chance of receiving an effective treatment, especially in the case of lifestyle diseases and common cancers.

medical imaging giant fujifilm's Partnership with dr. kutty's

Fujifilm and Dr. Kutty’s decided to combine their Ai enabled screening capabilities into one offering. Deciding to pilot in India, the Indian market’s saturation with diagnostic services posed a problem, demanding the conception of a differentiated service.
we created the way forward

Our Challenge?

To innovate an entire service and create a brand to motivate asymptomatic individuals to regularly get screened and continue enjoying good health.   

A Key Insight

Screening requires people who are currently not suffering from any disease symptoms to volunteer to get themselves checked. 

Design Research helped us discover that

Apart from lack of information about Screening, there is considerable fear and anxiety associated with anything to do with cancer or other health risks, creating a hesitation amongst asymptomatic individuals to access the service.

The Birth of Nura

The service required a confident identity that empowers individuals to avail periodic screening without any fear. We named the service NURA, a short form for ‘New Radiation’, to communicate a sense of trust while feeling personal and memorable.
The byline clarifies the core value of the service, which is to assure guests of continued good health through intelligent technology that produces accurate results at ultra low doses of radiation.
Brand elements including colors, typeface, graphics and communication were designed to bring alive the service's core pillars of being caring, empowering, intelligent and transformative.
Imagery and visuals of healthy individuals in their everyday lives were introduced to prevent guests from feeling scared, anxious or alienated.

Crafting the
Service Journey

Keeping in mind the time constraints guests face, given their busy schedules, the service visit was created to be quick, transparent and empowering.

the service promise assured

Completion of the screening exercise in 120 minutes, with a doctor consultation at the end of the journey.

All touch points of the journey, including frontend and backend processes, were orchestrated to ensure that this promise could be fulfilled with every guest encounter. Distinct journeys and spatial layouts were charted for men and women, factoring in the aspect of privacy.

Weaving the
Brand Experience

Brand positioning

To appeal to healthy individuals who can walk in without a doctor’s appointment, we positioned the brand to feel premium and luxurious.

navigating the center

Digital touchpoints, including self-help kiosks and displays, were strategized to empower guests to navigate the service and center independently.

Nura report

The NURA Health Report was devised to interpret clinical reports in a way that increased understandability for the guest and promoted an interactive session between the doctor and guest.

grading the results

A grading system that personalized recommendations based on the individual’s risk level alongside providing education and counseling was introduced to encourage individuals to take an active role in their health.

Tailoring the Digital Presence

A NURA app and NURA website was conceptualized to deliver a digital experience that compliments and supports the guest through their screening journey. Leveraging Fujifilm’s existing tech capabilities, experience narratives were translated to digital interactions and prototypes to create an engaging journey.

Scaling Worldwide

All Service Design Intelligence was brought into one operational handbook for other implementation partners. This documentation ensures that partners have a clear understanding of front end and back end processes ahead of implementation in their respective regions.

The Outcome

A NURA app and NURA website was conceptualized to deliver a digital experience that compliments and supports the guest through their screening journey. Leveraging Fujifilm’s existing tech capabilities, experience narratives were translated to digital interactions and prototypes to create an engaging journey.

The Government wants you to feel cheerful

MANAS FOR THE PMO'S OFFICE GOV. OF INDIA
MENTAL HEALTH APP
CONTRIBUTING INSTITUTIONS: NIMHANS, AFMC

Strategy, Service Design, Brand Design, App

The rising mental health concerns amongst the young in India initiated an ambitious response from the Govt of India - an App which would contribute to general mental well being amongst the young across the country. The app needed to be strongly identified with cultural roots emerging from an Indian ethos.

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Phone: +91 80 4152 1642
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