COVID-19 Vaccine
Discovering perceptions and attitudes about the COVID-19 vaccine
THE PROBLEM
Our Question
Stakeholders
Requirements
The COVID-19 vaccine is the most effective way to end the pandemic, yet some communities have expressed hesitancy in receiving it.
How can we discover the main cause behind vaccine hesitancy and encourage more people to get vaccinated?
Salt Lake County Health Department
A solution to educate residents on the safety and efficacy of the COVID-19 vaccine and provide a seamless way to make an appointment through the state portal.
TIMELINE
6 weeks from focus groups to finished deliverable
KEY GOAL
Provide vital information and scheduling access to the COVID-19 vaccine
MY ROLE
Lead UX Designer
Lead Visual Designer
MY ROLE
In my role of lead UX and visual designer, I was responsible for observing and interpreting research findings and translating those into content strategy, wireframes, and an interactive prototype. I worked with a small team to deliver high fidelity design deliverables that would meet both user and stakeholder needs.
Responsibilities
Moderator Guide Outline
Observe Focus Groups
Research Analysis
Wireframes
Prototype
User Testing
Iteration
High-Fidelity Design
USER RESEARCH
We conducted 6 focus groups and surveyed 90 participants recruited from the Salt Lake County employee database. Two groups were designated for Spanish-speakers only to ensure accurate representation.
Objective
Our moderator guide and survey questions aimed to uncover what might cause hesitancy towards getting the vaccine, what messaging most resonated, and what information users needed to make a decision.
6
moderated focus groups
50
total participants
90
survey
responses
WHAT WE LEARNED
Solution:
Design an comprehensive FAQ page to address our users concerns
2
Those who were hesitant cited a concern over the unknown, the lack of longevity of the vaccine, and possible long-term side effects.
Solution:
Add an articles section with researched and fact based information about vaccines
3
Participants stated their confidence would be increased by more people continuing to get the vaccine and seeing anecdotal testimonials.
Solution:
Include testimonials from influencers from multi-ethnic communities
1
Close to 90% of our participants planned to or had already received the vaccine. Despite this high number, most participants still cited questions and concerns.
DESIGN PROCESS
I implemented the research findings creating wireframes and a prototype to map the structure of the site and ensure all requirements were met.
Wireframes
Prototype and User Testing
Visual Design
Using task-based testing, I observed 5 users of varying demographics interacting with the prototype. This lean agile method of usability testing allowed me to identify major usability problems and iterate the wireframes accordingly.
Task 1
​
Find where to get vaccinated.
Task 2
​
Find your vaccination group.
Task 3
​
Find out more about potential side effects.
Outcome and Learnings
Many people remain hesitant about their decision to receive the COVID vaccine.
By learning the reasons behind the hesitation and providing education and direction, we are able to influence user behavior and inspire action.
