EndeavorRx Insight: an MVP approach to creating a companion app for parents
Overview
EndeavorRx is the world’s first FDA-approved prescription video game developed for pediatric ADHD. Akili, the makers of EndeavorRx set out to determine opportunities to support the caregivers whose children are playing EndeavorRx to add further value to their product ecosystem.
Integrating the learnings from an earlier, deprecated app, I worked as the design lead on a small product team to develop an MVP for a new caregiver companion app.
Research & Discovery
EndeavorRx Insight was developed after our initial companion app for parents became too bloated to efficiently iterate and evolve the user experience to better suit our users’ needs.
To reimagine how Akili might better support caregivers I partnered with the product manager to deep dive into existing product feedback, background research and analytics data to inform a map of core caregiver needs and ultimately align on a goal for the MVP.
After doing so, the goal for the MVP version of the product was to enable caregivers to answer these three questions:
Is my child playing enough? (Compliance)
Is my child playing correctly? (Performance)
Is the treatment working? (Progress)
We had data that was at the time invisible to caregivers, so we wanted to surface it to help them answer these questions.
The KPI we chose to measure our success was the percentage of caregivers that use the app weekly during their child’s treatment.
Design & Prototyping
Working alongside the product manager, I translated user stories and requirements into design artifacts that facilitated stakeholder alignment and enabled us to validate concepts through user testing.
Low-fidelity mockups were created to explore different ways to present the data.
Progressing from initial wireframes to a high-fidelity prototype, we collaborated with the research team to conduct user interviews.
The app garnered a remarkable average of 4.5 out of 5 on a scale of "usefulness" from an average of 16 study participants.
We heard encouraging feedback that supported the direction of the app.
“I would have refilled if I had this information”
“It would give me freedom so I don’t have to constantly observe”
We also received some valuable constructive feedback that will help us iterate moving forward.
“It would be better if…
…it could measure improvements in my child’s attention
…the data was sent via text or email
…if it included a way to learn more about how the game works or provide tips/tricks about growth mindset or executive function
…If I could give my child a reward in-game to show my engagement and support”
Learnings & Outcomes
With 101 reviews, the app currently maintains a strong 4.4 out of 5 rating on the Apple App Store.
1 year after its release, approximately 71% of caregivers in our ecosystem use the app at least weekly and we continue to aim to improve this number.
Interestingly, we also observed that Insight usage by caregivers has a direct impact on the child’s treatment compliance.
Non-Insight users: 20% treatment compliance in week 4
Insight users: 72% treatment compliance in week 4
This may imply that the Insight app helps caregivers stay engaged in encouraging their children to play as prescribed. We cannot definitively say whether this is correlation or causation, however, since these might be highly engaged parents with or without the app.
Building on these achievements, we're actively extending the MVP with additional features. These decisions are shaped by ongoing analytics and continuous user testing, aligning with our long-term strategy.
Conclusion
EndeavorRx Insight demonstrates the value of an iterative MVP approach in enhancing caregiver experience within the context of pediatric ADHD treatment. From concept development to launch it was completed in under 3 months and had measurable positive impact.
This case study highlights the power of user-centric design, informed by research and driven by a commitment to continuous improvement.