Project Description

NHS England

Helping people with diabetes take control

Diabetes affects over 4 million people in the UK, representing 6% of the population. With an estimated annual cost of £9bn a year to the NHS, Conjure were approached to build a mobile application that would help people take control of their diabetes and ultimately help reduce the burden on public services.

Smartphones present an excellent opportunity for health interventions due to their capabilities and ease of use, especially when combined with an app created by a trusted source.

Key Results

  • New and Noteworthy status in the app store
  • Winner of Novo Nordisk grant award
  • Based on up to date UK clinical practice and guidelines

How do you create behavioural change with an app?

When the NHS first approached us they wanted to create something quite different from the plethora of blood glucose level tracking apps that already existed. Instead of taking a one size fits all approach they wanted to create an app that would provide tailored advice relevant to the patient, their own personal circumstances and their goals.

Furthermore, they wanted to create an application to create behavioural change in the patient by prompting them with timely reminders and tips.


  • Quick and easy to use interface
  • Choose to focus on preventing diabetic complications affecting the kidneys, eyes, feet and cardiovascular system
  • Set reminders to review the tips that matter the most to you

Our Approach

Conjure worked closely with a practising UK Consultant Diabetologist with more than 10 years of specialist experience to produce the content and format for the application.

For a tailored experience data capture was really important, but we didn’t want this to be off-putting by asking for too much up front or for information that would be personally identifiable to the patient. We opted for just 6 multiple choice questions, including whether the patient is male or female, whether they smoke, the type of diabetes they have and so on. Then depending on their answer, we would ask additional questions, for example, if they’re female we asked if they are pregnant. This made the on-boarding process incredibly straightforward with minimal drop-off.

Through a series of workshops and feedback sessions, we came up with a user experience design based on a pack of cards. Each card covers a specific topic area and can be flipped over to reveal more information.

Some cards ask for patient data to create a more interactive experience. If the data the patient enters falls outside guideline targets they are advised to make this an objective and are presented with various tips as to how they might achieve this.

Finally, we let patients set their own goals, for example, to improve their blood glucose levels, cholesterol, weight and so on. Depending on their objectives we then used local push notifications to send them timely and relevant tips to help meet their goals.

Diabetes Key Tips helps support self-management by allowing users to set objectives, guides them to solve problems, provide tailored information and supports behaviour change.

Combined with the advice of diabetes healthcare professionals the result was an app that allows patients to start making a real difference to their health today.

“Apps such as this support self-management by allowing users to set objectives, guides them to solve problems, provide tailored information and supports behaviour change”

The British Journal of Diabetes