Helping Women Understand More About Screening
- BreastScreen Victoria
As a central figure in women\’s health, BreastScreen Victoria (BSV) aims to reduce the impact of breast cancer diagnosis through early detection, ensuring that all women have the best possible health outcome.
With such high ambition, BSV engaged Soul+Wolf after a lengthy tender process to deliver a digital solution that would meet their goal: To help more women understand more about screening, so they get screened sooner.
The solution needed to reaffirm BSV as an established and trusted source of information and promote the MyBreastScreen user portal where possible and relevant. By achieving this, we could help women understand more about screening and encourage them to find a screening location and book an appointment.
To do this, we needed to provide a positive and welcoming user experience to a diverse group of users. By conducting multiple rounds of user interviews and tests, a journey of related content could also be developed across the site to help guide and funnel users from content consumption to booking an appointment.
With design-lead thinking and multiple rounds of user tests, we delivered a solution that not only answered various design challenges, but genuinely helps a diverse group of users better access and understand screening-related content.
\’What Happens\’ and \’Breast Cancer & Screening\’ are critical information sources for women exploring the signs and symptoms of breast cancer. In the 9 months following the launch of the website, this content has been seen 95,219 times – a 319.45% improvement from the old website. In that same time, we\’ve also seen a 106.42% lift in views of BreastScreen Victoria\’s location-related content.
Regarding the MyBreastScreen user portal, by seeding various natural calls-to-action throughout the website, we’ve been able to increase not only the usability of the portal, but the ease of which people access it.
To illustrate this point, since launch we’ve seen:
– A 14% increase in the number of users accessing the portal YOY;
– An 8% decrease in Bounce Rate YOY;
– A 1:10 increase in Average Session Duration YOY with the number of pages per session also increasing by 14%.
Through stakeholder interviews and user surveys, we discovered a diverse group of users, mostly women (of different ages) with varying ethnicities and technical competencies, accessibility levels and language/ literacy barriers. Translatable content was therefore identified as critical for not only them, but for Health Professionals as well.
To accommodate the sheer extent of languages ultimately required, a two and three column page template was specifically developed to provide BSV with complete flexibility when constructing a page for a specific ethnicity.
For example, ‘Arabic’ page content running from right to left:
The project brief was largely open-ended, but needed to include a number of unique features and user-friendly functions to achieve this goal, including easy access to screening-related content, BSV screening locations and the MyBreastScreen user portal.
It should also be noted that the solution required conformance to WCAG 2.0 Level AA.