Awarded to Flipside Group

Start date: Monday 18 March 2019
Value: £2,000,000
Company size: SME
Public Health England

Active 10 Development & Continuous Improvement & a further programme of work

9 Incomplete applications

7 SME, 2 large

17 Completed applications

12 SME, 5 large

Important dates

Wednesday 9 January 2019
Deadline for asking questions
Wednesday 16 January 2019 at 11:59pm GMT
Closing date for applications
Wednesday 23 January 2019 at 11:59pm GMT


Summary of the work
Delivery of development and continuous improvements to the Active 10 App and potentially other mobile app development projects. Suppliers may be required to work on 2 or more projects simultaneously and any additional projects beyond Active 10 are subject to budgetary approvals.
Latest start date
Friday 1 March 2019
Expected contract length
24 months (2 Years)
No specific location, eg they can work remotely
Organisation the work is for
Public Health England
Budget range
Up to £150,000 (excluding VAT) for Active 10 app plus potentially up to £1.4 million (excluding VAT) for other mobile app development / continuous improvement projects over 2 years.

About the work

Why the work is being done
PHE Marketing Digital and Data have an on-going requirement for development and continuous improvement associated with a number of Mobile Applications. The requirement is to find a supplier who is capable of undertaking this work for the Active 10 Mobile app development project but who will also be capable of delivering similar work across the PHE Marketing Digital and Data mobile app product portfolio.
The overall aims are to:
- Increase acquisition of new users year on year
- Increase percentage of overall returning users
- Improve overall performance (crash rates, user ratings etc.) year on year.
Problem to be solved
For Active 10 (, work is required to restructure the database on an internal AWS infrastructure, integrating the app with other products such as Google Fit and Apple Health and updating frontend features using modern technologies and a streamlined user experience (e.g. onboarding).

Work on any additional mobile apps will be of a similar nature and suppliers should be able to develop successful mobile applications (hybrid and native) on iOS and android throughout each stage of the product lifecycle.

All works will need to align with the GDS Digital Service Standard.
Who the users are and what they need to do
The Active 10 mobile app targets at risk C2DE socio-economic groups of 40-60 year olds who are looking to take a simple step into leading a healthier life and getting active.

Active 10 does this by utilising mobile sensors to monitor velocity, time and location of a user, encouraging them to walk briskly for 10 minutes and achieve an ‘Active 10’ - daily in line with updated guidance from the Department of Health.
Early market engagement
Any work that’s already been done
PHE Marketing Digital & Data commissioned user research in February and top-lines were fed back in May 2018 to provide some insight into the relevant features of Active 10 that users of the current service would like prioritised. This report will be provided to shortlisted suppliers.
Existing team
The work will be with the PHE Digital & Data team within PHE Marketing, Digital Team, PHE staff more broadly and a network of stakeholders.
Current phase

Work setup

Address where the work will take place
The work can be performed from any location but is likely to be co-ordinated by staff in PHE’s London Offices.
Working arrangements
Work may be carried out from multiple locations including the Supplier’s offices. Attendance at PHE Offices in London and in other locations around England will be required for meetings. Supplier staff are expected to be on-site at PHE locations sufficient to manage relationships with senior stakeholders; the project team and users; so that the outcomes of the project may be met.
Security clearance
Not required

Additional information

Additional terms and conditions

Skills and experience

Buyers will use the essential and nice-to-have skills and experience to help them evaluate suppliers’ technical competence.

Essential skills and experience
  • E1) Recent (within 3 years) & demonstrable experience of utilising current trends/standards in mobile UX and user centred design principles across multiple devices across iOS and Android.
  • E2) Recent (within 3 years) and demonstrable experience in developing successful mobile applications, both native and hybrid on iOS and Android (using React Native, Java, Swift etc.)
  • E3) Recent (within 3 years) & demonstrable experience structuring databases for mobile products to enable thorough optimisation based on data from analytics (Google Firebase)
  • E4) Recent (within 3 years) and demonstrable experience of delivering optimised data processing to drive efficiencies in cloud-first hosting infrastructure with providers such as AWS
  • E5) Recent (within 3 years) and demonstrable experience of undertaking user research to inform new product builds/continuous improvement on live products which have led to an increased user take-up.
  • E6) Recent (within 3 years) and demonstrable experience of developing apps that manage personally identifying information under the General Data Protection Regulation (GDPR).
Nice-to-have skills and experience
  • N1) Experience of working with public sector organisations such as central and / or local government
  • N2) Recent (within 3 years) experience of working on multiple projects of a similar nature simultaneously
  • N3) Recent (within 3 years) experience of using emerging trends in the marketplace that have informed strategic product roadmaps
  • N4) Recent (within 3 years) and demonstrable experience of engagement with hard to reach groups and/or users with limited digital skills

How suppliers will be evaluated

How many suppliers to evaluate
Proposal criteria
  • P1) Proposed approach to conducting development/continuous improvement phase projects for mobile applications and capability to manage multiple projects at the same time (max score 40)
  • P2) Proposed approach to applying the principles of user centred design for the development of digital solutions for mobile applications, including retaining current users and attracting new (max score: 30)
Cultural fit criteria
  • The shortlisted suppliers will be invited to demonstrate cultural fit in in the following:
  • C1) Working within the constraints of existing services, budgets and technologies already used within the programme(s) (4 Marks)
  • C2) working with a range of stakeholders including ones that have little knowledge of agile or user-centred design (3 Marks)
  • C3) Flexible working arrangements and knowledge sharing. (3 Marks)
  • Cultural fit will solely be assessed at the presentations i.e. a written response will not be required
Payment approach
Capped time and materials
Assessment methods
  • Written proposal
  • Case study
  • Presentation
Evaluation weighting

Technical competence


Cultural fit




Questions asked by suppliers

1. Will PHE accept a blended offshore and onshore resource model?
2. Please can you expand on the expectation on scope for the £150K budget?
Initial scope will be discovery phase reviewing existing user research and app analytics to inform development of prototype designs for user testing to improve app UX. We will require the successful supplier to integrate data user's motion data from Apple Health Kit/Google Fit. We will also work with the successful supplier to define and implement a tagging scheme within the app to deliver analytics on the customer journey and the development of a database to capture these insights and facilitate queries and reports to better understand the changes in behaviour arising from use of the app.
3. What types of roles would PHE want/need for this piece of work?
Shortlisted suppliers will be asked to detail this in the Request for Proposal but is likely to include Delivery Manager, content designer(s), user researcher(s), developer(s), testers and other roles associated with the live phase of a project.
4. What technologies / languages / frameworks are used currently for the apps?
Java for Android, Swift for iOS. Internally hosted on an AWS infrastructure
5. Do you have a current supplier who has developed or is maintaining the apps?
We are currently in partnership with Sheffield University who supplied development resource and some IP for the back end of the existing product. Vidatec, built the front end for the existing product and carries out maintenance as required.
6. Was the beta developed by in-house developers or a supplier?
The beta was developed by a supplier. Any new development on the tool should work to a blended model  - in-house development/infrastructure team
7. How many users are there and what are their demographics?
To date there are 740,000 users of Active 10 who have completed 38 million sessions. On average there are currently 700,000 sessions each month. Please see the "Who the users are and what they need to do" for demographics.
8. What programming languages and tools were used for Beta development?
Java for Android & Swift for iOS
9. Could you provide any more information on the database? (i.e. what information is stored on it)
The current version of the database stores individual minutes of activity by user by day. We have since established that this is extremely unwieldy to query and costly to maintain. Our Data Science team has devised a new structure for the next iteration of the database and part of the scope of this project will be implement this structure and effectively rebuild the database from scratch.