Data driven 

behavioural change

assistant for wellbeing.


Telefonica Alpha Innovation


AI Health and wellbeing


3 months (2017)


Design Research

Service Design


Health Coach of the Future:  to achieve their own health and wellbeing goals?

The Challenge

Chronic diseases are on the rise. The World Health Organization expects the prevalence of such diseases to increase by 57% by 2020. The onset of chronic diseases, such as diabetes, obesity, mental health and others are understood to be greatly affected by lifestyle choices. While there are many programs, applications, gyms and services available, according to the NHS 65% of the population in the UK is overweight or obese, increasing the likelihood of lifestyle diseases.

The Team


Florian Tiefenbach

Minwoo Kim

Boyoung Lee

The Solution

ZOE is a smart personal health coach, that helps users utilise decision moments in their everyday life and creates new social connections, that motivates them  to achieve small and seamless behavioural changes for a healthy lifestyle. ZOE creates an ecosystem of healthy behaviours and society.


Empowered Individuals: data ownership is returned to the individual. Data must be purchased (or recompensed some other way) by companies from individuals for use and there are market places for AI managed data. Challenges are around the quantified self, individuality, competition, consumerism, inequality 


Afterwards we conducted a technological, social, economical and contextual analysis to fully immerse ourselves and understand the future scenario and our user.

In this project we worked together, four individual from very diverse backgrounds all around the world. In order to tackle the challenge of a healthier life style in the future of 2030 we had to first determine and establish what was the future we would like to live in and what is most likely to happen according to the future trend analysis we conducted. We decided on the empowered individuals and we were determined to design a service that would give the user full control and privacy of data and use it a currency.



01 User Research


After our contextual research we had start understanding what are the barriers I our everyday life stopping us from having a healthy lifestyle. At first we all agreed to start keeping track of our everyday lives and spot the moments we are struggling. Then we carried out some interviews and surveys with young individuals to figure out what are their motivations to become active and what are their barriers, which helped us conclude to the challenges of our service.


02 Analysis

Key Insights





"Daily routine is not allowing time for activities and exercise"

"Perception about healthy life style is negatively biased and considered boring"

"Social circle has not adopted healthy living standards either" 

"Daily routine is not allowing time for activities and exercise"

Daily time management tool

Change perception to a fun and exciting experience

Connect to people with healthy living habits

Provide accessible and easy information

Opportunity Statement

How might we help people who are not used to having a healthy lifestyle change behaviour, by recommending options and building relationships?


Service Proposition

ZOE is a smart personal health coach, that helps users utilize decision moments in their everyday life and creates new social connections, that motivates users to achieve small and seamless behavioural changes for a healthy lifestyle. ZOE creates an ecosystem of healthy behavious and society.



In order to test our ideas and the future scenarios we created we decided to produce some short rough clips  and show them to users and record their reactions and feedback. The process was very fast and trying to demonstrate our intangible service was a challenge. 

The feedback however was very positive and participants enjoyed the character of our AI assistant especially. 

These are some of the clips, one for every aspect of the service. 

Opportunity Statement


This Telefonica Alpha project was key in my understanding and development of skills related to COMMUNICATION. I had the pleasure to be working with a very diverse group of individuals, developers, technologists, and communication designers and at first finding a common way of demonstrating ideas processes was a struggle. However, during the process we developed a new method of visual language and diagrams ensuring that we are all at the same page feeding into each others ideas and enriching the layers of our work.


In addition to team working, I developed a deeper understanding on emerging technologies and ethics in terms of how we are designing powerful and life changing tools but at the same time providing users the control of their decisions. GDPR is about to be implemented and companies have to meet the requirements. As a result we need to produce creative ways of user empowerment and design a work we actually want to live in.


In the summer of 2017 I was employed by Telefonica Alpha to continue my work on this smart assistant as part of their design team and create the first MVP, merging our strategy with what they have been working. I took part in Sprint weeks, developed further the AI character conducting extensive user research. I also worked on the service architecture and collaborated with researchers and developers to launch a few prototypes using the Lean Startup approach. (unfortunately the work produced throughout the internship is intellectual property of the company and cannot be demonstrated)




"This service could potentially help me control my diabetes better and change a lot of people's lives"

- Diabetic User

"It is great to see all these thoughts and decisions incorporated in a concrete systems"

- AlphaTeam member