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Using Policy and Data to Inform the Redesign of AIDS.gov
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Presented at the American Public Health Association Annual Meeting on November 6, 2013.

Presented at the American Public Health Association Annual Meeting on November 6, 2013.

Published in Technology
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  • We work with lots of emerging technology but in this presentation we are talking about mobile devices including cellphones and tablets.
    Take home points
    Almost everyone in the US has a cellphone,.
  • Take home points
    56% of people have smartphonesAftrican Americans more like to own smartphone phones in comparison to W and H
  • Now this data came out after we embarked on our redesign but I thought I would share.
    Take home points
    60% of cell phone owners access the internet34% of cell internet users go online mostly using their phones
    Solve an unexpected problem that they or someone else had encountered -- 35% have used their phones to do this in the past 30 days.Get help in an emergency situation--19% have used their phone to do that in the past 30 days.
  • First we addressed the mobile trend. We built the m.aids.gov site in 2011 so that was capturing about 25% of our traffic.
    We had to address the “digital divide” in a better way. We didn’t want our mobile audience to get a difference set of information than our desktop users.
    Then the iPad and other tablets were released. Would those devices view our regular website or the mobile site? What device was coming next and would we have to have yet another iteration for that.
    We wanted to also address search. Most searches were for basics information. So we wanted to spend time on that content.
  • USCA largest domestic HIV conference, where many of our users who provide direct service meet annually.


  • 1. Using Policy and Data to Inform the Redesign of AIDS.gov Aisha Moore, Communications Director, AIDS.gov Miguel Gomez, Cathy Thomas, Jeremy Vanderlan, Michelle Samplin-Salgado, and Michele Clark November 6, 2013
  • 2. aids.gov works to : 1.Increase HIV testing and care among people most at-risk for, or living with, HIV. 2. By using emerging communication strategies to provide access to: - federal HIV information - policies (e.g., the National HIV/AIDS strategy), programs, and resources
  • 3. Policy Anytime. Anywhere. Any device.
  • 4. Who has a cellphone? 91%
  • 5. What kind?
  • 6. Source: http://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspx What are they doing?
  • 7. Responsive Design
  • 8. Usability: HIV/AIDS Basics • USCA 2011 finding: Users wanted more imagery to explain basic HIV/AIDS topics • AIDS.gov response: Develop infographics to summarize popular basic topic pages • USCA 2012 result: Positive reactions to infographics, decreased time required to find answers to basic questions
  • 9. Usability: National HIV/AIDS Strategy • USCA 2011 finding: Users seeking information on the National HIV/AIDS Strategy were most interested in downloadable fact sheets • AIDS.gov response: Add a separate “downloads” page to the NHAS section of the website to host all files in one place • USCA 2012 result: Increased NHAS file downloads, decreased tie required to find requested
  • 10. Usability: Testing Sites & Care Services Locator • USCA 2011 finding: The HIV/AIDS Service Locator was frustrating to use and difficult to find on mobile devices • AIDS.gov response: Developed a native mobile version of the Locator and added large links to the mobile homepage • USCA 2012 result: Greatly increased Locator discoverability, drastically reduced search time on mobile devices by implementing geolocation (no longer forced users to type their ZIP)
  • 11. Usability: New Media Section • USCA 2011 finding: Users expected to find AIDS.gov media inside instructional “Using New Media” pages • AIDS.gov response: Rebranded Using New Media section, housed AIDS.gov media in its own section and cross-linked more from the Using New Media section • USCA 2012 result: Still some issues differentiating between “how to” use new media and finding AIDS.gov media. Increased interest in a single hub for all new media resources.
  • 12. New Media Declaration New media and emerging technologies are critical in helping us connect, create, listen, learn, and engage as we move closer to an AIDS-free generation.
  • 13. Our Spaces www.AIDS.gov Blog.AIDS.gov Twitter.com/aidsgov Facebook.com/aidsgov Myspace.com/aidsgov Flickr.com/aidsgov YouTube.com/aidsgov itunes.com/aidsgov aimoore@jsi.com