Tradename A Vaccine Website

Tradename A is a vaccine that protects vulnerable populations against pneumococcal disease. For this project, it was important to instill a sense of urgency in the elderly and chronically ill to get vaccinated.

ROLES: RESEARCH, INFORMATION ARCHITECTURE, PROTOTYPING, TESTING

RESEARCH AND INSIGHTS

Primary users included patients with chronic conditions, such as diabetes, heart disease, or chronic obstructive pulmonary disease (COPD), and anyone who was 65+ years old

• Consumer insights research revealed that this patient group visits their doctors nine times a year on average is are very proactive and motivated about their health and wanted a greater understanding of disease symptomatology

• SEO research revealed that competitors were not targeting caregivers of children over two years old, even though this age group is at risk for contracting and spreading the disease.

USER SEGMENTATION

• Users were segmented into two groups: high risk and general

• The high risk group consists of those who are vulnerable to contracting or spreading the disease, as well suffering the most serious effects of the disease

• General users included caregivers and those are unsure or unaware of their risk profile

• The most vulnerable users consisted of those with chronic conditions such as diabetes, heart disease, and COPD

• In order to better target high risk users, landing pages were created for each of the chronic conditions; users were then deep-linked directly to the pages most relevant to them

⚠️INTERACTIVE PROTOTYPES ARE CURRENTLY DOWN WHILE I MIGRATE TO A NEW HOST! ⚠️

Prototyping and testing

Four interactive prototypes were designed and created for testing. Note that only the Home Page and Are You At Risk: Diabetes pages were built out for testing. The rest of the content is NOT interactive.

• Segmented: This option provided different home page content depending on user segment

• Ultra Simple: This option featured a top dropdown navigation and a long scrolling page with large graphics and text to make the copy more scannable

• Editorial: This option featured an editorial-style presentation of content 

• Guided: This option featured interactive videos that weave the site together; at the end of the home page video, the user could choose a chronic condition

Each option contained the same content with different navigation and functionality to determine which was the easiest for users to understand