An innovative leader in the commercial healthcare industry, San Diego-based Pathway Genomics asked us to design an app that uses data and AI to create a highly personalised healthcare assistant.

Developed to respond intelligently to health, diet and wellness related questions, OME™ provides users with an unprecedented level of informed advice. We created an generative avatar that shifted form and colour to reflect thinking, analysis, processing and certainty.

The project bridged our passion and expertise for near future interface design and user-centred experience design. In collaboration with the product innovation team, we designed the avatar to evoke an active intelligence (a Siri before Siri).

‘As the visual and emotional heart of the product, we wanted a light, fluid experience that seamlessly blends avatar and user interface design into one smooth interaction’. – Lee Fasciani, Co-founder and Creative Director, Territory Projects

Striking a balance between a sensitive and humane intelligence and a futuristic and responsive interaction, our solution included an amorphous avatar that changes colour and form throughout the response process within a robust, intuitive and well-considered digital product.