How do you create a pharmaceutical brand experience inside of the human stomach?
Dexilant (previously Kapidex) launched at Digestive Disease Week 2009, and the brand went all out building a memorable booth that included a giant building-sized steel stomach. And inside that stomach, at the heart of the booth, was the mechanism of action (MOA) experience that worked to differentiate Dexilant from the billion-dollar brands already on the market.
In this social learning experience, multiple users interacted with the Microsoft Surface Table by tapping, sliding, flicking, and even placing physical objects, such as a large pill, on the Surface. The complete app required the coordination of three vendors; a medical animation studio, a development studio, and a conference installer.
The Dexilant MOA Microsoft Surface app won AbelsonTaylor’s first CLIO Healthcare Award for Innovative Media in 2009.
Dexilant MOA Microsoft Surface App
Role: Interactive Art Director at AbelsonTaylor
Project Date: 2009
Duration: 6 months
Client: Takeda
Design: Original
User Experience + Storyboard
Crafting the entire experience of the immersive medical animation included mapping out multiple user flows and storyboards for the animations. The storyboard sketches were incorporated into the user flow so that the animators and the medical regulatory team could understand the interactive physiological story of gastric acid production and suppression.
User Interface + Interaction
The client brief asked that the experience embody the essence of the brand—high science combined with advanced technology.
The futuristic interface supported a “choose your own adventure”-style experience. Users could scroll through the hours in a day and watch proton pumps turn on and produce acid at different times, they could “dose” the drug by placing a physical model of a capsule on the table and “flick” the two types of granules to shut down the early pumps or the later-in-the-day pumps, or they could stimulate even more acid production with a physical plate of food (both physical models had RF tags on their underside that the screen could recognize and launch a particular action).
Digestive Disease Week 2009 Booth Photos
