Best of Show
WINNER Philips Paediatric Coaching by Philips This holistic service for children about to take an MRI scan really touched our judges, as it demonstrated how young patients could be empowered in the build-up to and during their examination. Principally it helps children better understand the process of the examination, and therefore avoid feelings of uncertainty. The design was also the winner of the Interaction Design category. Philips created a gamified AR-enabled app, an educational toy scanner and further audio-visual guidance within the MRI scanner’s bore. Using the app, children can learn about MRI with the help of a character – Ollie. Within the game they help Ollie undergo her own scan, exploring the machine in AR and learning why it’s important to stay still during the procedure. At the hospital, the child is introduced to the toy scanner where they once more meet Ollie, who they are now familiar with. The experience continues once they are inside the MRI scanner and Ollie guides them through what to do as the scan is about to start. If you skip back up to the top of the Showcase, you’ll find a brief video interview with Philips Experience Design creative lead Ozgur Tasar. The judges said: “Brilliant use of AR to help children experience and learn about MRI scanning before their appointment, A well thought through end-to-end service.”