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
Select the sections you want to jump to:
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).
​
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.
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
-
Education
-
Entertainment
-
Technology
-
Gaming
-
Shopping and fashion
-
Education
TG Social Channel Affinity
-
Youtube
-
Facebook
-
Instagram
-
Dating apps
-
OTT
-
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!
False
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.
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.
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!
​
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!
Continue Exploring More Projects
Academic project
UI design | UX strategy and design
Academic project
UI design | UX design | Product design