#endHIV
- 1. 1 PEONY TRINH #endHIVAbzyme ResearchFoundation UX RESEARCH AND DESIGN A Case Study Peony Trinh | Lisa Passanante | Evan Schulman
- 2. 1 PEONY TRINH The AbzymeResearch Foundation (ARF) has the mission of funding the development of a revolutionary HIV vaccine that could potentially change the course and impact of HIV/AIDS globally.For the past year,ARF has been collaborating with famous artists,musicians and celebrities (Julianne Moore,Sia,Bob the Drag Queen,to name a few) in advance of the launch of its #endHIV campaign–an artful showcase of awareness-raising videos and live dance performances,including a social HIVBeats video channel on YouTube (a collaboration with GreaterThanAids). BACKGROUND Art meets science to fund a potentical cure for HIV
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- 5. 4 PEONY TRINH PROCESS DISCOVER IDEATEITERATE VALIDATETEST • User Feedback • Client meetings • Development validation • FinalPresentationandQ&A • Comparative/ competitive analysis • Business analysis • Subject research • Content audit • Task analysis • Surveys • Interviews • Design charrette • Hand sketching • Affinity diagram • Journey map • Site map • Content strategy • Task flows • Parallel design • Paper prototype • A/B Testing • Moderated Testing • Remote usability testing • Attitudinal research • Behavioral observation • Wireframes • Prototype
- 6. 5 Team LisaPassanante EvanSchulman PeonyTrinh My Role • Project manager • UIdesignandart direction • Wireframing/ prototyping • Research • Contentstrategy Myteamprovidedthemissinguser-centered designandresearchcomponentthatwould instigatetheprojectfromtheinside-out. Asprojectmanager,Isetupastrategywithplenty oftimeforideationandtestingandstartedour morningswithdailyscrums.Timeboxingour iterationsessionshelped propelustowardtangible deliverableswithinthetimeframe.Althoughthe processwascollaborativethroughout,Iwasmainly responsibleforthefinalUIdesignandprototype– whichinthisscenarioalsorequiredartdirection andcontentstrategybasedonexistingassets. PROCESSMy Role PEONY TRINH
- 7. 6 PEONY TRINH RESEARCH • Analysisofclientmission,historyandgoals • Fact-findingcurrentstatsonHIV/AIDSandat-riskcommunities • Contentauditofusefulcopyoncurrentsite,reports,articlesandother resources • Comparative/competitiveanalysisofHIV/AIDS-relatedfoundationsand non-related,butsuccessfulnonprofitcampaigns • Surveys- Answerswerereceivedfrom74respondentsondonation behaviorandwaystheystayinformedorinvolvethemselvesin causes.Resultsweremappedtoseetrendsaboutwho,what, where,whenandwhypeopledonate—leadingtothecreationof ajourneymaptoillustratethestoryofhowdifferentusersengage withthesite. PROCESS CAPTURING EMAILS/MAKING A PLEDGE CAROUSEL DONATION HEADERS POWERFUL INTERACTIVE GRAPHIC WITH HUMAN CONNECTION DONATION INSPIRATION Discovery
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- 10. 9 PEONY TRINH PROCESSIdeate See YouTube link post See endHIV linkpost Watch in-app mobile browser Visit site via in-app mobile browser Social Media to Site Action User Flow Mobile Interested? Visit endHIV.com Convinced? Convinced? Watch within feed Desktop Interested? Visit endHIV.com Convinced? Convinced?Visit endHIV.com Take Action Take Action Take Action See YouTube link post See endHIV link post Take Action YES YES YES YES YES YES Drop-off Drop-off Drop-off Drop-off Drop-off Drop-off NO NO NO NO NO NO endHIV.com Site Map The Science The Story The Videos Donate FooterHome Origin Mission Vision Why Captioned Illustrations How Science Video Link to White Paper Scientists Clickable summaries that open a more detailed bio Key Publications Linked lists to Published Papers Amount Personal Info Payment Info Other Ways to Support Tweet FB Post Email Signup Contact Info (text) Social Media (linked text or logos) Disclaimer (link to static page) Privacy Policy (link to static page) About Us (each links to static page) Our Story Leadership Advisory Board Partners Annual Report Campaign Video Hostage Video FreeMe Video Science Video HIV Beats Videos Facts Rotate with images Timeline Clickable summaries that expand more details Link to “The Science” Join Us Email Sign-up Form Partnerships Key Partner Logos and Celeb faces Campaign Video Zach’s ask for donations Artist Reference Resources (each links to static page) Scientific Publications Press Other Resources Other Relevant Videos
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- 12. 11 PEONY TRINH PROCESSTesting 11PROCESSTesting Paperprototypetesting Weset up a paper prototype to test our parallel design iterations with users—who were interviewed prior to testing for attitudinal research purposes. Afewimportanttakeaways: • Thewordabzymeonthehomepagewas disconnectingusers-despiteattemptsto simplifyitsexplanation(throughillustrations, metaphors,etc.).Theworditselfinterruptedthe flowofnavigatingthehomepage. • Thedisparitybetweenthearts/videocontent withthescientificcontentrequiredusto exploredesignsthatwouldbridgethisgap. PEONY TRINH
- 13. 12 PEONY TRINH Several morerounds of user testing,subsequent iterations and client meetings occurred in the remaining weeks,adding in other primary navigation pages: OurStory,TheScience,Videos, and Donate. In addition to moderated user testing,remote usability testing (via usertesting.com) was conducted which helped uncover content ambiguity and and hesitancies in donor or signup conversion. PROCESSTesting
- 14. Final Deliverables • Aninteractiveprototypeofaresponsivewebsite thatsolvedkeychallenges • Areportwithresearchfindingsand documentation,annotatedwireframesofall primarypages,contentchecklistandaguide outliningproposednextstepsfor socialmedia, emailmarketing,donorandcontent strategy SOLUTON
- 15. 14 PEONY TRINH The finaldesign succeeds in pulling users’ interests with creative content while also sufficiently informing them about the cause to be pushed to action (donation or sign-up). Final Deliverables • Aninteractiveprototype • Areportwithresearchfindingsand documentation,annotatedwireframesofall primarypages,contentchecklistandaguide outliningproposednextstepsfor socialmedia, emailmarketing,donorandcontent strategy SOLUTON 14 PEONY TRINH
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- 17. 16 Feedback • Testersoflateiterationsremarkedthatthesite is“unique,warm,informative;”“exciting,artistic, modern;”a“coolsocialmediacampaign” • Usersunderstoodthecauseenoughtofeel promptedtodonate,signuporsocialshare • Thevisualdesignconsistentlyreceivedpositive feedback.Ourteamsucceededintakingthe clientteam’searlyroughideasaboutthe ‘brandingandfeel’ofthesiteandapplieditina waythatcomplementedthescientificcause— validatingthisthroughseveralroundsoftesting toensurethemessagemadeanimpact. SOLUTION PEONY TRINH
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- 19. 18 PEONY TRINH SOLUTON 18Links PEONYTRINH View Prototype View Research Report