John Hancock - Vitality Prospect Engagement Idea Generation


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Challenge Summary

Welcome to John Hancock - Vitality App Customer Idea Generation Challenge.

We need your creative talent to come up with unique ideas for a life insurance program by John Hancock - Vitality. 

Best of luck!


Round 1

Submit your idea for a checkpoint feedback.

Round 2

Submit your final idea plus checkpoint feedback.

This project will seek to identify prospective customers in the United States through a fun, shared activity related to health and wellness. Options might include activities such as physical activity, nutrition, being social, walking your pet, connecting family members (e.g. grandparents and grandchildren), organic restaurant recommendations, etc. At this phase of the project, all ideas are encouraged! 

Program Objective
Identify prospective customers in the United States who need life insurance and would be interested in health and wellness. 

John Hancock Vitality is a health and wellness engagement platform for John Hancock’s life insurance customers. Members earn Vitality points by completing activities related to their health, physical activity and nutrition. For example, achieving 10,000 steps a day earns a member 20 points and credit toward spinning a wheel on the mobile app, in which they can earn additional points and gift cards. They can also receive points and discounts on healthy purchases at their grocery store. As members earn points, they achieve higher status - Bronze, Silver, Gold and Platinum – and higher statuses may reduce a customer’s life insurance premium.

John Hancock Vitality already has a mobile app for existing customers which cannot be made accessible to prospective customers. The goal here is to come up with ideas for an application able to engage prospective customers through some “gamified” ecosystem. At the end, the conversion would be to make this prospective customer acquire a product/service from the Vitality program

Application Goals
- App should be free to download and use.
- App should be simple, fun and engaging.
- App should be related to health and wellness (physical activity, nutrition, being social, educational etc).
- App must generate leads for direct selling – e.g. member creates account with email etc.
- Don’t hesitate to explore gamification concepts (competition among members, achievements, level up, etc).

Challenge Requirements
You need to do research to find backgrounds for this kind of projects, see how other samples can help us and outline the health gamification system details you come up with, show us how it should work.
Your submission must cover the following topics at least (you can go beyond):
1) Problem exposure
You should deliver written concepts explaining how the whole system works, exposing the problem, solution and benefits.
2) System breakdown
Think and explain how your concept works, such as achievements, rewards, trading, and so on. Think in terms of recognition, achievements and "being the best" as the rewards. Explain how this will engage the user.
3) Workflows
Please share details about the different processes that occur on this environment.
4) User Stories
It would be nice to see some user stories with narration.
5) Implementation Guidelines (optional)
It would be nice to see some sketches or drawings about this, how they should look and recommendations on how to design or implement the product.

Target Audience
- Prospective life insurance customers.
- Age: 25-45.
- HHI: $50k+
- Need insurance protection to cover family costs, student debt, etc.
- Open to online purchasing.
- Open to improving their health and wellness.
- Likely not using a financial advisor.

Judging Criteria
You will be judged on your creativity of the idea and how well you addressed the outlined requirements. 
Submission File
Your ideas can be presented in any way you want as long as the idea proposition is clear. We encourage the use of images (their design and professionalism will not influence the score/placement of the submission), to explain otherwise hard to understand ideas.
You may submit a zip file containing PDF, plain text, Word, OpenOffice, or HTML files. Choose whichever format you find most convenient. We don’t take care too much about the submission files as long as they are “readable” and you cover all the requirements.
Source Files
Identical to your submission file.

Preview Image
Create a 1024x1024 JPG or PNG file in RGB color mode and place a screenshot from your submission within it.

Please read the challenge specification carefully and watch the forums for any questions or feedback concerning this challenge. It is important that you monitor any updates provided by the client or Studio Admins in the forums. Please post any questions you might have for the client in the forums.

Stock Photography

Stock photography is not allowed in this challenge. All submitted elements must be designed solely by you. See this page for more details.

How To Submit

  • New to Studio? ‌Learn how to compete here
  • Upload your submission in three parts (Learn more here). Your design should be finalized and should contain only a single design concept (do not include multiple designs in a single submission).
  • If your submission wins, your source files must be correct and “Final Fixes” (if applicable) must be completed before payment can be released.
  • You may submit as many times as you'd like during the submission phase, but only the number of files listed above in the Submission Limit that you rank the highest will be considered. You can change the order of your submissions at any time during the submission phase. If you make revisions to your design, please delete submissions you are replacing.

Winner Selection

Submissions are viewable to the client as they are entered into the challenge. Winners are selected by the client and are chosen solely at the client's discretion.

Challenge links

Screening Scorecard

Submission format

Your Design Files:

  1. Look for instructions in this challenge regarding what files to provide.
  2. Place your submission files into a "" file.
  3. Place all of your source files into a "" file.
  4. Declare your fonts, stock photos, and icons in a "Declaration.txt" file.
  5. Create a JPG preview file.
  6. Place the 4 files you just created into a single zip file. This will be what you upload.

Trouble formatting your submission or want to learn more? ‌Read the FAQ.

Fonts, Stock Photos, and Icons:

All fonts, stock photos, and icons within your design must be declared when you submit. DO NOT include any 3rd party files in your submission or source files. Read about the policy.


All submissions are screened for eligibility before the challenge holder picks winners. Don't let your hard work go to waste. Learn more about how to  pass screening.

Challenge links

Questions? ‌Ask in the Challenge Discussion Forums.

Source files

  • PDF file

You must include all source files with your submission.

Submission limit


ID: 30058105