Time is precious when a patient is diagnosed with Multiple Myeloma. Treatment and getting better is the patients first priority while the rest of their life is put on hold. But time and cancer don't wait. So why should they?

A life-changing diagnosis

When someone receives the life-changing diagnosis of Multiple Myeloma their world stops. The UX team designed the TimeKeeper Apple Watch app to challenge perceptions of time. TimeKeeper helps people living with Multiple Myeloma reclaim the time that cancer takes away.

Hobbies reduce stress

Many people living with cancer report that during treatment, they may stop spending time on hobbies. However, studies indicate that hobbies reduce stress, improve mood, and ward off depression – especially during a cancer diagnosis.

An image depicting the TimeKeeper Apple Watch App that we developed for Edelman and Janssen.
During a cancer diagnosis hobbies can reduce stress, improve mood, and ward off depression.

Inspiring activities

The Apple Watch app suggests inspiring activities for people living with Multiple Myeloma. It encourages them to try novel experiences and explore new skills and hobbies. What if log drumming, origami, making mocktails or learning a new instrument could help take back time from cancer?

Slowing down time

TimeKeeper is based on a neurological concept: as we get older, we're less likely to encounter brand-new information. At the same time, our experienced brains don’t need to spend much time dealing with familiar information. Together this makes our perception of time change – it appears to speed up.

An image depicting the TimeKeeper app that we developed for Edelman and Janssen.
The TimeKeeper Apple Watch app helps people with Multiple Myeloma experience time in a different way.

Reclaim the time

When we experience new or novel activities these impressions take longer for the brain to process than routine ones. This makes time feel elongated. The TimeKeeper iWatch app uses this concept to help people reclaim the time that blood cancer takes away. It’s about encouraging new activities, because when we do something new, time seems to last longer.


The Apple Watch app has an accompanying iOS app. The iPhone app is designed to enable users to define their likes and dislikes. This tailors the experience to their interests and schedule.

Apple Watch app development

Our Apple Watch app developers worked closely with the Edelman digital product development team. A close working relationship helped to bring this innovative Apple Watch app to life. TimeKeeper is the first Apple Watch app designed to support people with Multiple Myeloma by empowering them to discover new ways of experiencing time. TimeKeeper brings potential interests, novel experiences and new skills together in an iWatch app that helps give cancer patients more time for life.

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App design & development services

iPhone & Apple Watch app development

We have been working with native SDKs since the very inception of iOS.

User experience design

  • Wireframing
  • Lean UX prototyping
  • Functional prototyping
  • User interface design
  • User testing

App development

  • Apple Watch app development
  • iPhone app development
  • Native SDKs
  • Swift programming for iOS
  • Multi device testing
  • Technical project management
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