THE PROCESS
PREVENT20 | Human Rights Connected
PROJECT OVERVIEW
WeCanPrevent20.org is a global coalition of cancer organizations calling on governments to raise tobacco taxes as a form of cancer prevention. The movement’s name is in recognition of the more than 20% of all cancer deaths (attributable to tobacco use) that are completely avoidable. This cancer prevention campaign is one of many initiatives of The American Cancer Society.
Over the course of 4 weeks, we analyzed their current site, conducted user research through stakeholder insights and a survey, evaluated and restructured the current sitemap, and tested our design solutions. The final deliverables included user research, personas, journey map, a mid-fidelity prototype with wireframes, style guide, final high-fidelity mockups, and recommendations.
PROBLEM
Some of the key points gathered regarding improving the vision and functionality of the current website were:
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A clear understanding of the Tobacco Taxation Initiative
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Strong emphasis on “action” to advance taxation
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Fostering strategic relationships for implementation
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Supporting coalition members through their TAPE Team (Technical Assistance and Peer Exchange) who assist in the full implementation and maintenance
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Engaging users in an easy step-by-step process for success
MY ROLE
The UX RESEARCH/UX LEAD ASSIST (of a team of 4)
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Heuristic assessment of current site
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Working closely with my team, we synthesized the research from stakeholder interviews and user survey
- Developed Personas for 3 clearly defined types of users
- Created a final journey map and user flow
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Scheduled and conducted usability testing
DEFINED SOLUTIONS
In the final prototype, we showcased the mission of the Prevent20 campaign on the home page to present users with a clear explanation of what the website is and what the website aims to achieve.
By placing the CTAs on the main navigation and homepage we are giving them clear visual hierarchy.
We developed a "Roadmap to Success" which maps a 3-step process, leading the user to resources needed at each step of implementing tobacco taxation.
We clarified and simplified the taxonomy and navigation menu to more clearly show user-specific information, help, and calls to action. We restructured the sitemap to reduce tertiary level browsing and improve access to information.
Additionally, we highlighted the “Members & Friends” material on the home page to inspire advocacy groups to join P20, as well as reach out to each other to foster strategic relationships.
We followed up our work with recommendations for further improvement as we anticipate the needs of the advocacy groups who use the website to evolve as well.
JOURNEY MAP: Defined the current user flow while implementing the Tobacco Tax Initiative and identifies user goals, needs, and frustrations.
PERSONAS: Identified 3 distinct types of users (Pre-Contemplation, Implementation, and Maintenance) based on each user needs when accessing information from the website.
OTHER ARTIFACTS
HIGH-FIDELITY MOCK-UPS
