Out-of-hospital sudden cardiac arrest (SCA) kills roughly 320,400 people annually in the U.S. alone and has a dismal 10% survival rate. Every minute without treatment increases the chance of death by 10%, but using an automatic external defibrillator (AED) boosts survival rates to 50–70%.
Defibrio, a revolutionary mobile medical device company, is on a mission to save millions of lives by giving the world access to smarter, faster, and more cost-effective personal AEDs that are always up to date.
We had the privilege of helping Defibrio build a seamless experience that reduces friction for people in intense, life-threatening emergencies.
Challenge
When usability becomes a matter of life and death
In the case of Defibrio, user experience is a matter of life and death. The portable AED device is the first of its kind, powered by a smartphone to save someone in sudden cardiac arrest. The stakes for creating a truly frictionless experience were high.
Defibrio turned to our Experience team as their mobile development partner to design and build the experience under complex regulations, reduce risk, and enhance usability to save a life.
Tasked with both the design and development of the app and device packaging, we focused on ensuring the device: 1) was designed with the Defibrio app acting as the brain of the device and 2) provides a guided user experience through the smartphone interface. Leveraging extensive UX research, the Experience team aimed to create an exceptionally intuitive experience critical to rapid and efficient patient care.
Project challenges
Defibrio’s goal of integrating advanced mobile technology for critical use outside of medical facilities was highly ambitious and complex. It required us to work collaboratively with numerous other vendors, including the developers of the firmware and hardware, backend cloud vendors, regulatory and compliance experts, human factors teams, market researchers, and more. All vendors had to work together to create a device that was technically reliable and compliant with medical standards while also being user-friendly.
We had five main challenges in the creation of the AED device:
Effective design: We needed to design a mobile interface that improved user interaction and patient outcomes in high-pressure situations.
Seamless integration: Along with designing a user-friendly app, we needed to ensure seamless integration of hardware and firmware.
Optimizing intelligence in the app: A key strategic decision was to house most of the device’s intelligence in the app, rather than the AED firmware. This required ensuring that the app could handle complex functions while maintaining user simplicity and reliability.
Validation testing: Another key aspect of the research process, human factors validation testing was necessary to identify and mitigate potential use errors.
Prioritizing safety: Because patients and users would be using the device in emergency scenarios, prioritizing safety was essential.
To overcome these challenges and fully realize Defibrio’s vision, our team leveraged its ISO 13485 certification and deep understanding of FDA regulations like US 21 CFR Part 820. The team utilized a multidisciplinary approach to effectively integrate complex requirements into a user-friendly and life-saving solution.
From app developer to experience partner
Our Experience team was initially brought on to build a seamless mobile application experience, but the role quickly grew and evolved to be much more. Realizing the need for consistency across all platforms and channels, Defibrio also relied on our expertise for a logo redesign, branding, instructional video creation, package design, and additional functionality within the app.
“We became a trusted partner throughout this process,” said Chris DeOrio, Associate Director, Product Management. “A lot of the functionality shifted from living in the device to living in the phone, so the phone is now the real brains of the product.”
The result is an experience that allows users to start using the device — and saving lives — as quickly as possible.
Solution
Balancing speed, simplicity, and medical-grade rigor
Though a documentation-front approach would be commonplace, the Experience team's solution for Defibrio’s AED device combined a focused, agile software design and development approach with the rigor of medical software delivery. From app development to brand, this strategy ensured a user-friendly, compliant, and effective solution for cardiac emergencies.
Creating a great first impression
First impressions matter, especially when it comes to life-saving devices. Knowing this, we considered every detail of the AED — from the shelf placement and unboxing to the website and app download — to ensure consistent branding across every touchpoint.
“Any dissonance causes friction. Our users must act without hesitation in unfamiliar circumstances to save someone they love by delivering a high-voltage shock. We can't afford any confusion or challenging moments,” said David Counts, Group Design Director.
A quick-start QR code, animated instructional videos, and a simply designed app with large text helped eliminate these friction points. Cohesive illustrations help familiarize users with the app before use in an emergency.
Successful human factor studies
We worked with industry-leading researchers to conduct formative studies that helped refine the design and functionality of the user experience. Trenholm Ninestein VP, Digital Health with Genpact's Experience team, said these studies were a true testament of the power to change behavior through design. For example, the initial experience had very specific, detailed instructions on how to give CPR. As we tested the app, they realized it took people 30–40 seconds to read the instructions, plus more time to begin delivering the CPR.
Our Experience team created a more direct, pared-down version of the instructions for the second round of tests, simply telling people to “push down to the beat of the drum.” This small change ensured people administered CPR sooner and even improved the CPR quality.
“Simplicity really can drive better actions and behavior in a very observable way,” said Ninestein.
Impact
Delivering measurable impact in life-saving moments
While engagement is ongoing and Defibrio’s AED device continues to progress toward regulatory approval, the positive effects of our team's influence on the project are already evident.
Here are some of the key outcomes and accomplishments thus far:
App development: By crafting Android and iOS applications under strict design standards and QMS processes, we helped prepare Defibrio to meet FDA verification and validation requirements and speed time to market.
User experience guidance: Intuitive animations and voiceover instructions in the app help guide users effectively during high-stress emergencies.
Successful human factors studies: Iterating and testing workflows, language, and instructions with lay users in a simulated emergency helped drastically improve the time to deliver shock and increased CPR efficacy.
Cohesive branding: A logo redesign and branding work helped create a stronger brand identity for Defibrio, which enhances user experience and ensures proper use of the AED device.
Intuitive package design: Our packaging and inserts emphasize quick and efficient device deployment, increasing the chances of survival in the case of SCA.
Throughout the project duration, the team grew from a mobile partner to an experience partner. Even as firmware and hardware developers pushed against the limits of possibility, we moved in lockstep with each vendor to change obstacles into opportunities and solutions.
The final result? A revolutionary product with the potential to save millions of lives.