OVARY ACT
Optimizing for increased user engagement and conversion
Ovary- act is part of a brand's initiative to help spread awareness of ovarian cancer and excite people to take action in their health, a microsite was created as part of a social campaign. Ovarian cancer continues to quietly affect the lives of our mothers, daughters, sisters, wives, and friends. It ranks 5th in overall cancer deaths for women. Together we can change that. When the cancer is found early, patients live longer than 5 years after diagnosis, but only 20% of women are diagnosed in the early stages of disease. Why? Lack of awareness, information, and dialogue.
TIMELINE: 2 months
ROLE: User Experience, Wireframes, Creative Consultant, Information Architect
Scroll Down
Ovary Act is part of a brand's initiative to help spread awareness of ovarian cancer and excite people to take action in their health, a microsite was created as part of a social campaign. This campaign is called Ovary Act and it not only included a microsite but also provided shareable gifs featuring slogans and illustrations of female reproductive organs. As the sole UX Designer on the project, I developed wireframes and worked with a visual designer and content strategist on the content that would be featured on the website. After having discussions about what was feasible and what wasn't, I was given the responsibility to create wires that demonstrated a flow of information and interactions that was simple and concise to the basic mission of the campaign.
The Approach
A microsite that was equally informative, engaging, and provided opportunities to interact with content. As this was a mostly social campaign, there was a great emphasis on incorporating a way to involve social media. During the sketch and wireframe phase, there was an imagined social feed from twitter or facebook showcasing the latest comments that were using the hashtag but it was more conceivable to create gifs that could be shared or downloaded to be used on Instagram, Snapchat, Facebook, and Twitter. I worked closely with an Art Director to help concept the visual execution for the site.
