Australian Defence Force

Mobile Medic

The world's first medically-diagnosable advertising campaign.

Role

Digital Designer (UX/UI)

UX and UI design explorations
Final mobile iOS app designs
In-app animations and interactions
Campaign landing page design
Developer collaboration and final file hand-off
Case study design assets
Creative leadership presentations
Client-facing presentations

Brief

The Australian Defence Force (comprising of the Navy, Army, and Air Force) needed to find and recruit medical students who would be worthy of a Defence University Scholarship.

Idea

Find and attract the best medical students through medically diagnosable advertising.

Experience

Advertising posters in high-traffic locations (such as public transport routes used by university students) invited passersby to download the Mobile Medic app to launch an augmented reality (AR) experience. The app allowed you to scan and diagnose patients from the campaign posters, with successful users invited to reach out to learn more about their potential for a Defence University Scholarship.

Students could also find and diagnose the patients on the Australian Defence Force campaign site for Mobile Medic, and a road show brought the experience directly to students on campus throughout Australia.

I was brought on as the lead Digital Designer to work alongside the Art Director and Copywriter to bring their concept of Mobile Medic to life. This was the first app I designed end-to-end, responsible for UI exploration and also the final designed screens and animations for the different diagnostic tools (CT scan, angiogram, stethoscope, ECG, and ultrasound). I was also a close collaborator with the development team, based both in Melbourne and Texas, to troubleshoot and ensure the never been done before experience of using AR to diagnose advertising posters felt intuitive, and even fun.