Project Overview
Every year, Diabetes Australia runs a risk prevention campaign during National Diabetes Week in July. This year, key messaging was designed to encourage individuals to check the risk of individuals developing Type 2 diabetes, and the online space proved to be the perfect portal for encouraging users to complete a quick online risk assessment, known as the AUSDRISK tool.
Type 2 diabetes can be prevented or delayed in up to 58 per cent of cases through early detection and lifestyle modification. The campaign also featured personal stories of people who have prevented and who are living with type 2 diabetes.
Diabetes Australia represents all people affected by all types of diabetes. The aim of the 2014 National Diabetes Week campaign was to raise awareness of the seriousness and prevalence of type 2 diabetes and encourage all Australians to check their risk.
Project Commissioner
Project Creator
Team
Sophie Gulbenkian - Designer
Xiaotian Tan - Developer
Laura Gillis - Diabetes Project contact
Justine Hodge - Diabetes Project contact
Project Brief
The key campaign tagline "you think this is scary?" supported by images of a shark, spider and clown that were used in offline marketing collateral, needed to be "brought to life" in the online space.
As such, large scale images of the shark, spider and clown rotate through a background image carousel, occupying the entire background of the site on the homepage across both desktop and mobile.
This was then followed by the message: "two million Australians are at risk of developing type 2 diabetes" and the clear, call to action "take the risk test now."
The neatly tucked away menu discourages users from viewing other parts of the site immediately, as the key objective is to get users to check their risk in a fun and interactive way, with several call to actions based on the user's score following test completion.
Project Innovation/Need
The selected images (the shark, spider and clown) were integral to the campaign's messaging both on and offline. Making these the "hero" while being simultaneously coupled with the custom use case (user goes to the site, user is encouraged to take the risk test without being distracted by additional content) was crucial.
The outcome was that during National Diabetes Week almost 7000 people completed the online risk test, which was also optimised for mobile.
This allowed users to complete the test, when they were out and about, to make it as accessible as possible.
Design Challenge
Managing the menu and internal pages across both mobile and desktop sites, (as well as the rotating banner) to ensure that the the imagery was as prominent as possible, was particularly challenging on mobile devices.
The call to action was still the focus - a large, tactile button was strategically placed above the fold but below the images, to make it as accessible as possible, to meet Diabetes Australia's requirement for the risk test, and the risk test itself was no different. Tactile radio boxes were used to allow users to quickly and easily complete the ten questions.
User Experience
As the main objective for the campaign was to have as many people as possible completing the test, to get close to 7000 people completing all ten questions and actually submitting the test was a great outcome.
It proved the theory that stripping out content and using imagery with clear calls to action creates a distinct pathway for the user to follow, thus enhancing the User Experience.
Digital Experience - Website
This award celebrates innovation and creativity in design of a unique user experience in the combination of text, audio, still images, animation, video, and interactivity content for websites. Consideration given to clarity of communication and the matching information style to audience.
More Details