How GSK created its own quiz app to validate new innovation opportunities

Project length
3 weeks
Team size
1,5 FTE development team
Case Study
March 24, 2022

How GSK created its own quiz app to validate new innovation opportunities

When GSK NEXT, the disruptive innovation arm of the science-led global consumer healthcare company GSK, took up the challenge of developing new services for women’s health, the team took the opportunity to learn about potential users and their challenges with hormonal health, and, rather than create a survey, they launched a webapp quiz, naming it Shine.

Results needed to be presented at an executive level just weeks from kickoff.

The approach

The quiz would be a friendly and fun way to provide women information on specific hormone-related problems, at the same time GSK would learn more about the experiences and existing knowledge women have about these important issues.

GSK also aimed to test brand and value proposition - this required the quiz app to be highly branded, visually appealing and highly intuitive. Noodl was chosen as the platform to develop the app with. Since Noodl is a no-code platform it also enabled designers and data scientists to drive the development.

“We were amazed by the iteration speed that was unlocked by Noodl. It translated to quicker live experiments, velocity of development, and convenient updates of an MVP in 3 weeks.”
Veronica Vicars, Founder, NEXT, GSK

Extending insights

In just a couple of weeks, the Shine Quiz App was developed in Noodl, which contained a number of quiz questions about hormone-related issues for women. Intertwined between the quiz questions were a few additional survey questions that GSK used to learn more about who was taking the quiz.

The quiz also contained valuable sources of information for the women taking the quiz, to help them better understand and address issues related to hormonal health.

The results

Multiple variations of the Shine Quiz App were deployed with a slightly different language, tone of voice and app structure, to test with different audiences. With just a few days of marketing, the GSK team collected thousands of answers from women looking for help with hormone-related health issues.

The data helped the team better understand the worries and needs of future potential users, as well as hands-on data on what type of language and tone fits the target users.

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