Our brief from Abbvie was to find a helpful solution for people suffering from SpA. Spondyloarthritis (SpA) is the name for a family of inflammatory chronic diseases that cause inflammation in lower back pain. Each of them are very tricky to diagnose, and every patient has very individual symptoms. For most people it can take a long time to get the right diagnose. Before suggesting a solution we focused our research in the users experience.


“My GP sent me to a rheumatologist who told me that I was imagining it. Because I’m a nurse he decided that I was neurotic”

“I tried a lot of different medicines. Up to twenty a day. Nothing worked”

“It seems like a lot of us are out in the cold. If you act as you’re in pain you pass as a whiner. If you act like you’re not in pain, people won’t believe the type of pain you’re in”

Our research was based on interviews, finding information on the internet and talking to specialists regarding SpA. Finally and as a result of reaching out people suffering from this illness we found out patterns and we map out the patient journey.


       PRE DIAGNOSE                                                                    DIAGNOSE                                                                  LIVING WITH SPA    



After that deep research the insight that we got was lack of awareness. People who suffer SpA feel that their disease is not understood by the healthcare system and the society. As an invisible disease, people have no empathy for their pain and struggle. Then we decided to generate a possible solution and we created “MY DISEASE FOR YOU”. A platform where the patients can personalize and send different videos to their close ones explaining the disease in an entertaining but informative way.