Client: MAN; a non-profit organisation whose audacious goal is to lower the suicide rate of men between the ages 15–45
3 UX Designers; Shaun, Minho, Emily,
1 Developer Sabrina
Role: Copy writing & Research
Given time: 2 x 8 hour on site, extra hours off site.
Despite the alarming statistics, behaviour has not changed. Despite all of the great work taking place, the conversation to address mental health still remains awkward and reactive.
How do we utilise a mobile app to proactively change behaviour across mental, physical and professional wellbeing, and what features should a smart app include to do so?
Problem with the Proposed Solution
As we were given the brief we were immediately struck with a problem and it was a fundamental problem we could not gloss over nor ‘put it on the back burner’.
MAN has no Users: Why is this a Problem?
- MAN the brand isn’t known
- Because the creation of an app does not guarantee use
- User Retention & User Abandonment
- 23% of Apps are abandoned after 1 use (2016)
- 38% of Apps are used 11+ times (2016)
- 80% — 90% of Apps are deleted after single use
The reason why we felt this must be first addressed it because the success of the app, dependance on the precedent that the name/brand is known.
Why did we choose to deviate from the original brief?
As professional consultants, I believe it is the responsibility and obligation to give the correct and honest advice in their vision and guide them in the right path
To Create an interactive website that
- Educates and brings awareness to the user
- Breaks stereotypes and expectations of social standards
- On board users to the MAN model
- Create a community, ready for the App
As mentioned above, we believe in order to successfully launch the MAN app in the future, carefully thought out baby steps are first required. Working together with the marketing team, the plan is the think of a strategy that will be able to expose the website to a broad audience and direct them towards the site. Using social media platforms like facebook, Instagram and twitter, as well as using guerrilla marketing tactics to increase awareness to the general public.
User Needs & Business Goals
We wanted to use this analysis to review the initial proposed solution from the clients, and also compare it to the proposed solution from Us; their consultants.
Needless to say, for MAN to achieve their goals, we believe our solution was much more suitable for the current state and position of their business.
Research & Analysis
In order to develop the website, we needed to find out to whom we were going to target the website towards, what language to use, what contents do we include.
The research process included going to sites such as Australian Bureau of Statistics, to market leaders like BeyondBlue, and looking up medical reports and studies to better understand not just the direct issue, but the surrounding category of mental illness and wellbeing.
Interviews were also conducted, for both men and women, asking questions in regards to masculinity, male figures in their lives, then diving into questions on mental health.
In the time given, we tried to go as diverse and in depth as possible to guarantee that there were sufficient data to support the launch and development of the site was filled with the right content.
Personas & User flows
As we synthesised the research and moving towards the format of the website, we needed personas and user flows to identify the key paths and the possible outcomes. We needed to make sure that the content would be suitable for the possible variation of users.
We came up with two personas
- Sam — Recently gone through a breakup, lives rural, feels isolated.
(A user who is currently going through a tough season)
- Sarah — Had a friend who took their own life, runs a meet up group for people who are suffering, a pro-active communicator
(A user who can refer people to the site and be helpful)
As for the User flows we came to the conclusion that, whether it be Sam, or Sarah, the structure of the website would be simple and straight forward enough that since the objective of the website is to on-board users to the MAN model.
Checking: Does our Personas fit in with the proposed solution
The Personas are great for checking that the proposed solution meets their needs, as per discussed above with the business goals. As for Sarah and Sam, the website’s content will inform and educate the user about mental health awareness in men, and also break down stereotypes they might’ve had.
Though this may not change behaviour immediately, we must remember its a step towards implementing changes and bringing users towards the app.
Prototyping & Content Strategy
Due to the lack of time we were given, we did not have the flexibility to working from low paper fidelity wireframes to high fidelity wireframes so we started producing both wireframes and content in parallel to maximise efficiency. Some rules we set aside for these were;
- A long scrollable page
- Interactive with a question that invokes emotion and thought
- Possible link to further information by section
- Research statistics
- 10 second window to capture users.
- Using Stories of notable people to inspire and empower
- Using language to keep the story relative to the user
- Focusing on an aspect of struggle and their ability to overcome
- Research displayed clearly, and a non-overwhelming manner.
The clickable Question & Answer interaction acts to trigger the initial thoughts of the word ‘MAN’ and hence forth questions the man on the social norms or perceptions of what defines that term. By doing this, we were engaging the user how they feel about that the norms say.
As per the MAN model, which focuses on Man’s mental, professional, and physical health, we picked three well known names from different times in history to demonstrate their strengths and weaknesses.
Moving forward, we placed significant research contents to highlight to the user how detrimental mental health was specifically to men due to the social norms that were so deeply rooted within society.
The final section of the homepage is the on-board email submission. Once again we wanted to impart the bread crumbs of change in behaviour here. Using words like ‘You’ and change to empower the identity, and behavioural language such as ‘conversation’, ‘begin’ and ‘reach out’, we provoke a behaviour.
As the prototype became available, we conducted some usability testing, ensuring the user flow was simple enough and coherent.
As a mini hack, it was such an intense task but still enjoyable. There are definitely areas we need to develop further and research more into.
- As we started building this website, the content strategy was perhaps what was the most difficult as there was much research we could’ve and wanted to include. However, we had to be cautious of the bounce rates of websites and the 10 second timing window as they enter the site.
- Although we did do some rough usability testing internally, would have preferred to also test externally, with interested parties.
- In order for this to be rolled out effectively, we must also consider how and what marketing strategy needs to be used. Questions like; ‘where and how will potential users’ hear about the website?’, ‘why would they click?’ ‘what resources and platforms do we employ?’
The website is an avenue where users will feel empowered and through it be a catalyst for change in behaviour. For the time given and the context of the mini-hack, we believe this is the best stepping stone towards their goal to release an app.