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Gamification to create awareness about Human Papillomavirus (HPV)

PROJECT TYPE:

Client work for MSD India

ROLE:

UX Strategy | Visual designer | UA Testing 

DURATION:

2 months

ABOUT THE PROJECT

Project Overview

This project was for our client, MSD, India (popularly known as Merck & Co. in the US and Canada). It was part of their campaign to increase awareness about Human Papillomavirus (HPV). 

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The campaign's goal was to increase public awareness of HPV-related cancers and diseases to create a healthier India. Leading Bollywood celebrities were part of this initiative to encourage the cause. Over the 6 months of the campaign, "#HPVsearchkiyakya" (Translation: did you search for HPV) was trending all over social media.

Objective

1.

Bring awareness

Research pointed out that Indian women in the age bracket of 18-25 are not aware of HPV or it's impact on their lives.

2.

Simplify content

The information important for HPV was too technical. Women would either ignore it or not understand the information.

3.

Increase vaccination count

It was important to encourage women to take the vaccination to protect them from HPV. 

WHAT IS HPV?
Why did we make this site?
Human Papillomavirus (HPV) is a sexually transmitted disease among sexually active young adults. Reports say that most sexually active men and women will be affected by it at some point in their lives.
HPV infographic.png
USER GROUPS

Target Audience

Young adult female: 18-25 years

Our target was to drive women in the 18-25 age bracket to take the vaccination against HPV.

How can we catch their attention to read more about HPV?

How can we get them to visit a specialized doctor/gynecologist?

Gamification!

Gamification empowers UX design by tapping into human behavior and emotions and increases the chances of the platform to achieve high engagement and meet purpose

STRATEGIZING
Gamification strategy
"Users spend most of their time on digital platforms. This means that users prefer your site to work the same way as all the other sites they already know"

- Jakob's Law

Takeaway 1.

Users will transfer expectations they have built around one familiar product to another that appears similar.

TG Content Affinity
  1. Education

  2. Entertainment

  3. Technology

  4. Gaming

  5. Shopping and fashion

  6. Education

TG Social Channel Affinity
  1. Youtube

  2. Facebook

  3. Instagram

  4. Dating apps

  5. OTT

  6. Gaming app

Applying learnings to content group's affinity 

Takeaway 2.

By leveraging existing mental models, we can create superior user experiences in which the users can focus on their tasks rather than on learning new models.

to catch the attention of 'Young adult females'

Introducing Tinder-like interaction!

Swipe to answer!
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True
DESIGN SYSTEM
Visual language

The visual language of this microsite was aimed at easing and comforting young women into learning about HPV and encouraging them to visit their doctors.

Custom made graphic elements 
PROTOTYPE
Microsite concept & design

Homepage:

Users lands on the microsite and interacts with the Tinder-like functionality

This fun and interactive "swipe" functionality resonates with our target audience, the Young Adult Female, as it aligns with their digital experiences. This familiar interaction intrigues them and encourages engagement.

The campaign is no longer active. It was active from June 2022 to February 2023

2.1 Know your risk

If users answer mostly correct answers, they are directed to the "Know Your Risk" page.

Women who have a general idea about HPV are redirected to this page from the homepage to help them learn more about the virus.

HPV Know your risk.jpg
HPV Know your risk_scroll.jpg

2.2 About HPV

If users answer mostly incorrect answers, they are directed to the "About HPV" page.

Women who don't know about HPV and answer mostly incorrect answers are redirected to this page from the homepage to help make them aware about HPV.

HPV Know about HPV.jpg
HPV Know about HPV_scroll.jpg
REFLECTING

Project Success

640K+

Unique clicks on "Talk To An Expert"

340K+

Unique clicks on the interaction

2.4K

Unique clicks on the Header Icon

My involvement in this project was extremely fulfilling. I was heavily involved with the visual design and collaborated with my manager to crack the design and concept!

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Over 8 months, the campaign was hugely successful in making the Indian young women population aware of the virus and preventative care. While I exited the company shortly before the launch, I would keep hearing of the campaign's success. After launching, the team would keep altering elements on the page based on analytics. 

Some marketing efforts for the campaign. Enjoy!

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