Insights
People do not fail to act because they do not care. They fail to act because panic strips away confidence and slows decision making. Overdoses require instant action and every second matters more than the last.
If a solution removes indecision and arrives faster than EMS, it increases survival rates dramatically. San Francisco is already a testing ground for autonomous vehicles and emerging delivery technologies, which makes it an ideal environment for a drone based emergency system. The insight was simple.
Make acting easier than freezing and people will choose to act.
Process
The design process focused on reducing visual noise so the app feels intuitive even in a moment of panic. We kept the interface minimal with one primary action, order Naloxone. The drone visualization shows clear updates to reassure the user that help is on the way.
For the OOH campaign we leaned into stark silhouettes to show the seriousness of an overdose without sensational visuals. The messaging is intentionally sharp because the subject matter leaves no room for soft language. You can save a life is not a slogan, it is a fact when it comes to Narcan.
Solution
We created NaxNow, an app where functionality outweighs flair, and where a single red button becomes the difference between action and hesitation. Pressing the button dispatches a Zipline drone carrying Naloxone to the caller’s GPS location within two minutes, while also alerting EMS. The UI uses a clean and utilitarian layout so users always know what to do even when panicking.
A large red circle dominates the landing screen and eliminates decision fatigue. The OOH campaign follows the same philosophy, clear silhouette illustrations paired with sharp, straightforward copy. No poetic language, no soft edges, only facts and life saving instructions. The entire system is built around the idea that clarity and speed are the most powerful tools during an overdose.
NaxNow
Naloxone on demand
NaxNow is a rapid response app that delivers Naloxone by drone within two minutes to anyone in San Francisco who witnesses an opioid overdose. The service was designed to remove hesitation in life or death situations by giving everyday people a simple way to act fast. Press one button, get Narcan, and alert EMS at the same time. In a city overwhelmed by overdoses, NaxNow turns groundbreaking drone technology into an immediate tool for saving lives.
Problem?
The brief challenged us to solve a real problem using technology that did not exist two years ago. San Francisco continues to face a severe opioid crisis and the biggest barrier is not access to Naloxone, it is the hesitation that witnesses feel in the moment.
People freeze or second guess themselves and overdose messaging often becomes lost in fear or confusion. EMS response times vary and overdoses progress quickly. Even when Narcan is available in the city, it is rarely in the right place at the right time. The challenge was to design a solution that made intervention simple, fast, and impossible to overthink, while staying practical within the gravity of the issue.
For full information visit: https://www.naxnow.com/