We have been supporting local and state governments with evaluating their COVID-19 web and mobile pages and providing tactical recommendations for improved user experience and content literacy, education, and communication.
Our focus with these case studies is on convenience and confidence: Is it easy to get the vaccine? Is it safe to get the vaccine? We also prioritized a mobile-first experience informed by our partner's web analytics.
Below are examples of before and after we have designed for government partners with best practices in three areas:
To reduce friction on homepages or any pages above the fold to learn about COVID-19 vaccines quickly, we added:
Temporary banner to inform visitors of the most important action to take, specifically in signing up for a vaccine appointment and determining their phase eligibility
Sign-up primary call-to-action (CTA) to nudge on the primary behavior for increasing the number of mobile and web visitor sign-ups for vaccination appointments
Learn more secondary CTA to build trust and encourage visitors who have different behavioral motivations other than signing up for an appointment
To empathize with our government partner's residents, we applied role modeling strategy such as:
Images that identify with the Hispanic community's values and cultural experiences
Reusable cards to highlight vaccine information with CTA to sign up
Language preferences to automatically translate a webpage into English or Spanish for improved literacy and outreach
Color guides to differentiate high risk or valuable information to a visitor with a call to action and tactical resources that are linkable or supported with a phone number to call to.
To organized content with information scent, we:
Prioritized most important information in top button such as Vaccine sign-up instead of Data Dashboard
Provided secondary links to important pages (testing, reopening)
Separated resources or links to other authorities (e.g. CDC) to prevent overwhelming users with content
Set a clear hierarchy of user goals by setting apart vaccine scheduling even more with clear steps to guide their decision-making process
Reorganize content to give users information, rather than direct them to it (i.e. with a “Q&A” format)
Minimize scrolling by redesigning key design elements, so users can get information quickly
Coming soon.