Planned Parenthood Federation of America

We created a couple features to ensure the Learn content Planned Parenthood provides is both empathetic and comprehensive.

Overview

After watching the Nielsen Norman Group conduct a usability test on the PPFA website, the digital products team desired to find options for improving the design in various ways. One hypothesis we have validated through the study, was whether visitors found the articles within the Learn section of the website useful. Even though we received positive feedback during the test, we wanted to continuously gather feedback to ensure the content stayed valuable.

APPROACH

It was critical for us to know whether the information a user read was relevant, relatable, and easy to understand. We needed a way to pick up data that informs us about whether we’re providing readers with a meaningful source of truth. My UX lead and I came up with the solution to influence visitors through active engagement while reading through articles. So we proposed implementing microinteractions in order to continuously retrieve feedback.

Adopting the social media “Like” functionality, was a feature we decided to use in order to receive both quantitative and qualitative data. With users expressing their opinion, optionally, we could get a proper gauge of how useful our information was. We prompted visitors with this microinteraction to not only keep data-driven, but to initiate a discussion.

The other aspect with keeping users actively engaged was ensuring they received all the information from the topic they sought and needed. We introduced the “Next and Previous” buttons to encourage readers to circulate through all articles within a topic. We desired for the visitor to be able to leave the website confidently knowing the situation they are in and next steps to take. Also, they should be able to reiterate those details to another individual with relative ease.

Thanks for reading!

Curious about more? Onward to the next project: PwC