UI/UX design, marketing, branding
All of Us Research Program
Overview
At the moment, health care is often one-size-fits-all. But imagine a future where your health care is tailored to you. The All of Us Research Program, from The National Institutes of Health (NIH), seeks to gather health information donated by people of all backgrounds for researchers to learn more about what affects people’s health to find the treatments that will work best for different people.
My role
I joined the Wondros team in collaboration with The Scripps Research Institute to work on All of Us, in March 2020. I had the privilege of working with passionate and talented individuals, committed to shaping a future that is inclusive, bringing better health care to all races, ethnicities, age groups, and regions of the country.
As the UX Lead on the Outreach team, I brought digital products and campaigns from conception to completion. This included researching, brainstorming, developing storyboards, journey mapping, wireframing, prototyping, outlining UX documentation for interactive elements and expanding the All of Us brand.
Brainstorm and ideation
Challenges
How do we represent medical research in a way that is personal, inviting and motivating?
How do we bring about understanding to our audience, this new way of seeing medical research?
What language and visuals can we use to empower individuals to participate and be the driving force for change?
What incentives can we give to motivate them to join?
How do we gain our audience’s trust? What keeps them from participating?
Our mission
Historically, there have been many groups in the United States who are underrepresented in medicine. There is also a degree of mistrust. Through interviews, focus groups and personal stories, we work to understand them and make changes for the future to provide better healthcare for communities.
Leveraging that data, my team and I tested different concepts and messaging to connect with our audiences. I iterated on solutions for different entrypoints and touchpoints where our audiences would learn about the All of Us Research program.
“Without you, it won’t be All of Us.”
Creating personas
Continuous ideation
Social and partner platform ads
All of Us Research app
The goal is to advance personalized medicine, which is healthcare based on you as an individual. It takes into account factors like where you live, what you do, and your family health history. Personalized medicine aims to tell people the best ways to stay healthy. In addition to providing a convenient, easy way for participants to keep track and stay engaged within the program, our aim is to make it a friendly user experience within the product. There is helpful, educational, information at your fingertips, a timeline of steps clearly outlined, and different ways to get involved.
My role
Engaged participants can choose to donate health data by submitting saliva samples. If they chose to donate their sample, a kit could be sent to their home. Alternatively, they could also schedule an appointment for their samples to be taken at a location nearby. We needed a user flow outlining that experience for the user.
I designed varying banner notifications and the subsequent screens after a user taps on the banner. Each banner directed to flows guiding the user to schedule and track their kit being sent or the appointment scheduling process.
Digital marketing
This part of the user journey introduces potential participants to the All of Us Research Program for the first time. Our strategies were created in collaboration with partners of our program.
Challenges
Where can the user experience be optimized to lead them to sign up?
Where are users dropping off?
What incentives can we give to motivate them to complete their surveys during sign up?
What keeps them from following through to sign up after seeing
the website?Why are participants not completing their surveys?
My role
We began each campaign with the strategy defined by the program’s core values and target audience. Imagery, content and voice were determined by the type of partner, industry, region in the U.S. and audience the ads would reach. I was responsible as lead designer to apply the research data in brainstorming concepts, mockups and prototypes, maintaining the All of Us brand across all touchpoints, encouraging enrollment into the program.
Web banners
Some of our partners
Walgreens
Challenges
The current Walgreens / AoU page was underperforming.
How can we optimize the page and experience?
Solution
Add branding at top of the page, making our identity and mission clear.
Include concise, plain language CTAs.
Have clear messaging above the fold along with an action.
Make use of storytelling and testimonials to build trust.
Provide information about the program and ways for the user to
find out more.
The All of Us Research program on the Walgreens website
Mary’s Center
Opportunities
Patients in the waiting room have time and are not doing anything as they are waiting for their appointment.
Their waiting room area has a digital display we can use to introduce them to our program.
Provide a way for them to find out more.
Digital display in the patient waiting room at Mary’s Center
Blood donation centers
Challenges
Where can we optimize the experience to lead more people to sign up?
Are individuals getting enough information from the landing page?
How do we make good use of the support we have at the blood banks to build relationships?
What keeps them from donating blood or joining the program?
How do we include storytelling to bring personal connection to our audience to motivate them to join?
Goals of a successful landing page
Help the user to understand the mission and purpose. Help them to understand what the main CTA is.
Create ways for the user to gain motivation to engage and click through the CTAs.
Build trust by being clear on what is expected and what the program is about.
Create instances for the user to become informed and decide to act.
Redesigning the landing page
Solutions
Provide more information about the program and link out appropriately (such as references to the NIH) to build trust.
Highlight program benefits for individuals, their communities and future generations.
Include personal testimonials to connect to the audience through storytelling.
Increase engagement with interactive components such as videos and animation.
Outline the steps to get involved clearly, including clear CTAs and provide ways to learn more.
Create solutions that will help users differentiate our different blood bank partners and locations.
Mobile wireframe
Final design
High-fidelity solutions to include clear CTAs, links for more information and sources for users to feel safe and gain trust. There is storytelling through imagery and a cobranded hero with location-specific language for differentiation between other donation sites.