Delicious
Digg
Facebook
Google
StumbleUpon
MySpace
Newsvine
Redditalli for GSK Consumer Healthcare
CloseTo create a presence that would distinguish GlaxoSmithKline's alli from quick-fix solutions and reinforce adherence to a healthy diet, IDEO set out to uncover the key stages and behaviors in the successful dieter's journey.
In talking to dieters and healthcare professionals, IDEO found that a successful diet goes beyond weight loss. In addition to slimming down, dieters want to feel healthier and more energetic; they want to be transformed inside and out. In looking at the stages that commonly lead to this type of success, IDEO identified a four-part journey: finding the right partner, learning the system, becoming a believer, and internalizing the system.
To support individuals along this journey, IDEO created a complete system, including tools and designs for alli support materials. The system components work together to educate users about diet and exercise and to gently initiate them into a new mental model of health and weight loss.
The alli packaging experience begins on the shelf with credible and informational outer packaging that immediately sets the product apart from competitors. Once the product is unpacked, the user is encouraged to read more about the plan prior to opening the pill bottle. To facilitate daily mealtime dosing, a portable Shuttle was designed to be discreet yet stylish, lending to the plan's overall desirability.
Supporting the diet journey through packaging
In preparation for the launch of alli, the first FDA-approved over-the-counter diet pill, GlaxoSmithKline Consumer Healthcare sought IDEO’s help in designing the product’s packaging. IDEO looked closely at key behaviors of dieters as well as stages of the dieter’s personal journey, conceiving a system of tools and materials to support individuals physically and emotionally, before, during, and after their diet. This multi-part packaging design and careful staging of information positions alli as a dependable, long-term solution for ongoing health—not just a pill.
[+]Moving away from extreme diets, customers are seeking weight-loss solutions that integrate with their daily routines.
Awards
Team Method
An IDEO-generated adherence framework provided the team with a diagnostic tool for building a holistic weight-loss system based around feedback, belief, mental models, and cues and reminders.
Inspiration & Influence
Make-up compacts and contact lens cases were looked to for their stylishly protective cases.
