Ad Council
Covid-19 Vaccine Education
Original homepage tested getvaccineanswers.org
Current Homepage of getvaccineanswers.org
The Project
Led research effort to test the look, feel, and site usability of a COVID-19 vaccine education site being launched by AD Council. The purpose of the research was to understand how users along the COVID-19 vaccine hesitation spectrum responded to the site.
The Team
Jasmine Stammes(UX Researcher), Becky Radnaev (UX Designer)
The Process
Conducted moderated interviews with people of various backgrounds. Participants were selected according to the criteria; race, age, geographics, vaccine hesitancy (Probably get it, Probably not get it), underlying risk factors, and tech-savviness.
Sample Questions
On a scale of 1 to 5 how hesitant are you to take the COVID-19 Vaccine? With 1 being very hesitant and 5 being not hesitant at all. Can you explain to me why you gave yourself this score? How close does this align with what you are hearing from friends and family?
Is there a question you would like to have answered about the vaccine that could alleviate how you feel about taking the vaccine? What concerns do you have about being vaccinated?
Based on what you see on the homepage how likely are you to trust the information you see? With 1 being not likely and 5 being very likely. Please explain your score. Where would you say you are currently getting trusted information about the COVID-19 vaccine? (News Outlets, Social Media, Friends and Family )
Based on what you are reading on this page is it clear who this content is for? If yes, how so. If no, why not.
Do any of the questions align with questions you have about the vaccine?
Are you familiar with the speaker/s in the video/s? Is it important for you to know the speakers, their roles? What other information would you like to know?
On a scale of 1 to 5 how informed do you now feel about the COVID-19 vaccine? With 1 being not informed at all and 5 being Very well informed. Or On a scale of 1 to 5 how well does this website support you in getting more informed about the COVID-19 vaccine? With 1 being not very well and 5 being Very Well? Please explain.
The Findings
Website Usability Insights
Target audience is missing the current link to healthcare providers videos on the desktop version of the site. Mobile users notice healthcare providers link better because of the current layout.
Target audience isn’t clear on whether the healthcare providers page will offer written text or videos based on the current call out button.
Target audience is sometimes led to believe that website is targeting an older audience due to current image used.
Target audience wants to hear information from local health providers and not only national and known figures. They desire more on the ground stories. Some find videos more trustworthy because they see who is delivering content.
Target audience is interested in receiving information from familiar and verified sources.
Target audience responds to mobile similarly to desktop. However, some people struggle to view additional questions due to the current scroll function.
Audience Insights
Target audience most consistently named a rushed vaccine timeline, unknown side effects and possible negative interaction with underlying conditions as reasons for COVID-19 vaccine hesitancy.
Target audience most consistently named a rushed vaccine timeline, unknown side effects and possible negative interaction with underlying conditions as reasons for COVID-19 vaccine hesitancy.
Target audience often has to rely on conflicting and confusing channels of information.
Target audience responded positively to website messaging and direction.
Target audience builds trust through receiving information from verified and familiar sources.
Target audience does not view FAQ site as a one stop shop.
Target audience is experiencing community split in regards to COVID-19 vaccine adoption in their social circles.
Takeaways
Ensure that on a fast-moving project research is always easily actionable.
Break up big picture insights into action steps.
Limit insights to scope but consider further insights as future considerations.