— PROJECT NAME
Reboot & Recover
— WHAT I DID
Content strategy, UX research, UX Writing, content style guide, user persona, user journeys, web prototyping
Figma, Google Docs, Google Slides, Google Forms, Whimsical
Ongoing (since spring 2020)
Reboot & Recover is a non-profit organization providing resources and a professional help hotline for people struggling with screen addiction. It also depends 100% on public donations to stay running.
PROBLEM: The current website has too much jargon, a confusing design layout and minimal user engagement/donations.
My team of 10+ UX Writers/Designers and I conducted UX research to rewrite concise copy with brand voice/tone and content strategy, and pitch web prototypes to improve the website's design and user engagement.
PREPARING FOR SUBJECT-MATTER EXPERT INTERVIEWS
Over two weeks, a teammate and I reached out and conducted one-on-one interviews with 3 licensed health professionals to learn more about screen addiction.
We created interview guides with questions like how they each define the term "screen addiction," what have their experiences been like when counseling people with screen addiction, what factors/symptoms are common in screen addiction, and what types of people are more likely to seek professional help for it.
REFRAMING OUR ASSUMPTIONS
The teammate and I shared my findings with my team in a presentation. We informed them that not many Americans fully comprehend what screen addiction truly is and how severe it can be.
Our interviewees also said how in their experiences, a loved one (e.g.: mother, father, sibling) of an individual struggling with screen addiction is more likely to reach out for professional help on behalf of the individual, without the individual knowing.
Both these findings differed from how my team had assumed that screen addiction is nationally recognized and the person with screen addiction was more likely to reach out for help by themselves.
FROM DATA COMES USER PERSONA
The client shared data analytics that showed the website received just 426 views and 6 customer calls in April 2020, and 125 views and 3 calls in May.
It also showed that website clicks and customer calls mainly come from concerned mothers (aged 30 to 50) who are seeking professional help/resources on their child’s behalf. This related to our expert interviews who said family members were more likely to reach out for help on behalf of a loved one struggling with screen addiction.
These findings helped one of my teammates develop a new user persona (below):
NAVIGATING WITH USER JOURNEYS
I reiterated to my team how a person visiting Reboot & Recover's website is probably seeking information/help for their own or a loved one's screen addiction. This meant the person would not want information overload and wants to quickly see what resources are available.
With this information, a teammate developed the following user journeys, using the online design tool Whimsical.
My teammate broke down how and why a person would likely come across Reboot & Recover, what motivations drives them to explore its website, what pain points they may face, and what factors can make them trust Reboot & Recover as a resource for information and help.
DEVELOPING THE CONTENT STYLE GUIDE
Our research found that screen addiction carries a negative stigma and is a very sensitive topic for people who can feel shame and judged for having it.
My team realized it was important that when rewriting the website's copy, it should not sound judgmental or invasive. Hence, a teammate developed and presented the following content style guide to us, which set the web copy's voice/tone guidelines:
ENGAGING AND EMPATHETIC UX COPY
The website includes free Yes/No tests that ask people how screen addiction has affected their lives. However, these tests don't look visually attractive and are not fillable forms that the organization can collect and quantify.
My team and I used Google Forms to make the tests interactive and people's responses can be collected for review and data. Following our voice/tone guidelines, we made the copy concise and empathetic:
WEB LAYOUT REDESIGN PROTOTYPES
Our challenge was to implement information hierarchy to quickly highlight Reboot & Recover's top resources when a person visits the home page.
Using card sorting, my team and I determined that the home page should immediately promote: what Reboot & Recover is/does, what screen addiction is, encouraging public donations, the Yes/No tests, and how the ongoing COVID-19 pandemic can affect screen addiction. Applying a carousel design allowed my team to organize and show multiple headlines, resources and CTAs to a person.
Our user would see this new landing page (with helpful CTAs):
WEB LAYOUT REDESIGN PROTOTYPES
As the user scrolls down on the landing page, they would see more helpful step-by-step links, user testimonials, the confidential hotline, as well as links to donating and joining a weekly newsletter for mental health tips:
The project remains ongoing as the client is reviewing my team’s UX research, work and pitched Figma prototypes.
The client was glad our copy sounded more empathetic and concise to users, liked how our web redesign prototypes prioritized the top resources Reboot & Recover offers to users, and enjoyed how the Yes/No screen addiction tests were more engaging and inviting.
Moving forward, I would like to update the website so I can recruit users to conduct usability testing on the updated web layout and copy. I’d like to also measure online traffic engagement, track how many people take the Yes/No screen addiction tests, and track how much public donations the client receives.