Week 9: Choice

We explored the idea of choice this week in the learning materials, and I was able to use this to create a list of all the choices my campaign provides to the user, and then consider whether any of them could be removed, changed or streamlined to make their experience easier:

  • Do nothing
  • Look at website
    • Read general info
    • Read specific info
    • Read doctor recommendations
    • Access forum
    • Contact us
  • Ask doctor
    • Choose a doctor
    • Decide what to ask
  • Find out more (other source)
    • Google info
    • Choose a trusted source
    • Find other sources
  • Read pamphlet
    • Access website
    • Contact us
    • Access social media
  • Engage on social media
    • Choice of social media platform
    • How engaged they want to be (active participant or just read)
    • Share or not share information with others
  • Discuss with friends
    • Who to share with
    • How much to share
  • Discuss with family
    • Who to share with
    • How much to share

 

Are all of the choices necessary? Do the add or detract from the user experience? Are there any you can cut?

I feel as though these choices are necessary, but it will really depend on the individual to decide how much or little interaction they have with the campaign, therefore it is good to provide easy ways to interact. I feel as though the choices do add to the user experience, as I mentioned above, because it allows each user with a different need to access the campaign in a different way, and get something different out of it as required. This being said, there could potentially be a reduction of information – from general and specific, to info that covers the most important categories of information instead. This could help the user feel less overwhelmed when accessing the website, for example. I think streamlining the social media interaction could also work – reducing choices to one or two main platforms that teens are more likely to use.

 

Are the consequences of each choice presented clearly to the user? Have the consequences been made real?

I am hoping that I can make the consequences of doing nothing real to the user. This was never an intended choice for the campaign, but it is inevitable that some users won’t want to interact, so I feel it’s important to include. Conversely, I can’t find any real negative consequences to the other options provided, as any help the user chooses to seek will benefit them in the long run. Reiterating the benefits of seeking help will address this, making them seem real, and explaining how getting help could make their lives better.

 

Can you simplify the choices by categorising them in a manner that has meaning for the user?

Yes, I think that I could categorise the information provided on the website better, which would mean that the user could find info based on their reason for accessing the website, rather than having to look through many options before finding what they want.
Can you condition users to the decision-making process by starting with simple choices?

Yes, I think this would definitely help. I could start on the website by providing info based on “are you a sufferer?” or “do you want to know about endo or find out where to get help?” and then having a yes/no option to filter the information down until they get where they want to be. This would be particularly useful for teens to simplify the information, particularly as for many of them it may be their first experience with endometriosis and it could be otherwise overwhelming.

 

I found this and the pizza order activity really interesting, particularly as I hadn’t noticed there were so many choices available for what I considered a pretty standard campaign. I think that moving forward I’m going to be more conscious of the value of the choices that I provide to the user, and make sure that ultimately, they don’t “do nothing”.

Following this I began developing some of my campaign materials, beginning with the logo:

logo draft versions

At the moment I’m exploring the different variations of the logo, and hopefully I can refine this further. At the moment I am running with just the quote box seen on the right for the other campaign materials, with the ‘paper doll’ figures contributing graphically to the materials rather than in the logo.

Following this I worked on creating two posters based partly on these logos, using ideas which I thought were too busy for a logo, but could create a strong message when used on a poster:

both posters draft

They’re both in draft stages at the moment, but I feel like with a little tweaking they could become effective communication tools. These would be placed in high schools, with places such as the girls’ bathroom being the idea forum for them.

I then started working on a draft of the website. There are a lot of different pages to the site, so I’ve tried to just get the look and feel down pat, and then populate the other pages in the future:

webpage draft 1

Finally, I’ve begun working on a brochure aimed at teenage girls. This would again be distributed in high schools, in places such as the sick bay and offices, as well as being handed out during health education classes:

brochure draft 1

This uses a lot of the infographic content created for assessment 2, but the simplicity of it and the readability make it an ideal way to communicate to teens.

Next week I’m hoping to continue developing these materials, and refine what I do have based on feedback I recieve.

 

Week 8: Positioning

This week I’ve been working on getting up to date with everything as much as I can after moving house the past week, so this week’s post will include last week’s (week 7) work.

I began by working through the semiotics activities, and refreshing my knowledge of it after completing visual language a while ago. I then got to analyse a logo using semiotics, which you can see below:

amazon-com-logo

The signifiers here are the word Amazon and the graphic below.

The signified for this logo is reliant upon the graphic below. The curved shape has two implied meanings here: the first is that it resembles an arrow, pointing from the “A” in Amazon to the “Z”. As Amazon is an online retailer that delivers goods to the consumer, the implied meaning is that Amazon will get your purchase from A-Z, meaning they will bring it to you.

The second implied meaning here is that this graphic also resembles a smile, with the ‘arrow head’ mentioned previously acting as a dimple in the corner of the mouth. This is further emphasised by the slight upward curving of the z in line with this. This could represent that the customer will be happy with the service of Amazon, the quality of their product, or could even mean that service by Amazon is provided with a smile.

 

Following this, I worked on my own logo for the campaign using some of the theory explored:

logo

I think it still needs some tweaking after receiving feedback from another class members suggesting that some people might mistake the w8 for weight instead of the intended wait. I do like the play on words here though, so I may need to rephrase to get the message across as intended.

 

For this week’s work we’ve been looking at positioning, and how we might apply this to our own campaigns. We began by looking at a series of ads by iinet, and then analysing their positioning strategy and its success:

  1. What was iinet trying to achieve with these campaigns? Who was their target audience? Why?

They were trying to differentiate themselves from their main competitors – the big names in internet and phone providers. Their target audience was most likely a younger age group – 20s-40s. Their use of pop-culture references (i.e. Godzilla) and the more casual tone of the ads indicate that they want this group to see them as relatable, “cool” and ultimately a good alternative.

 

  1. How did they go about it? Was it successful?

 

They tried to achieve this by using the difference between “big” and “little” symbolically. For example, the small man in the big chair, as others have mentioned. The use of the Godzilla reference is clever because it is a physically big example, but also because Godzilla is typically seen as the bad-guy, in which instance, iinet could be the little men below trying to bring him down. They also paint the picture of the big companies as being inhuman, exemplified by the factory at the beginning of the second video, they are heartless machines that tell you what to do without ever listening to you. Conversely, iinet paints themselves as the down-to-earth approach, using the little human icons to represent the fact that they actually listen to you.

I think it is successful in achieving what they hoped. For people who feel disillusioned with the major competitors, they would feel like iinet is a company that will take them seriously and provide a better alternative.

 

  1. What elements from the positioning videos are evident in these campaigns?

The most obvious is their use of trying to bring down the name of the competitors in order to make themselves the better option, as mentioned above.

 

We were then asked to find a good example of positioning in advertising ourselves. I remember this ad from visual language a while ago, and remember thinking it was a clever take on competitive advertising:

coke vs pepsi ad_Pinterest_10_5_17

It takes the idea mentioned in the positioning video above about casting a negative light on the competition, but then results in a clever come back ad which turns the effect on it’s head. The Pepsi ad on the left is the original, and then Coke hit back with the ad on the right shortly after. I think the fact that Coke was able to spin a clever ad in its own right and make it have a completely different meaning than intended is a pretty great example of how positioning can be used to one’s advantage and another’s detriment, although both ads no doubt gained a lot of publicity, so perhaps it worked well for them both?

 

Following this, we were then tasked with creating our own positioning matrices based on competing campaigns and/or organisations. I’ve tried to include both well-known campaigns, and those that are less-known to get a good grasp of how the competition to my campaign is acting in this market:

positioning matrices

I’m hoping to use this data in my presentation for assessment 3, so I’m hoping it paints a really clear picture of where the market gaps are, and how they can be filled.

Next week I am going to begin collating the data I have and working on my document for assessment 3.

Consolidation Week

As I need to present my work for assessment 2 early, I’ve been working on getting my presentation completed as much as I can, ready for feedback at the beginning of week 7.

I began this week by creating my fourth and final persona. She is a teenage girl who has knowledge of endometriosis, and suspects that she may have it. Her main issue is getting her doctors to take her concerns seriously, and get a referral to an endometriosis specialist. You can take a look at the persona document below:

Persona 4

In deciding on the content to include in the presentation, I decided to write down a new summary of my issue, and outline the goals for this campaign:

The Issue:

Endometriosis is a gynaecological condition which affects 10% of the population. There is an average wait of eight years for a diagnosis, and it can be debilitating, life-changing and is commonly misunderstood. There is very little awareness of the condition in the general public, and even less so in young girls, the age at which most symptoms begin. By raising awareness of the condition in this age-group, and their parents, girls can hopefully seek help earlier and prevent the condition worsening and impact upon their lives significantly.

Objectives:

  • To raise awareness of endometriosis in teen girls and their mothers
  • Reduce the 8 year wait for diagnosis
  • To provide information for sufferers
  • To recommend doctors, strategies and services for girls
  • To destigmatise endometriosis

From here I was able to collate the recent data I had collected to include, as well as the basic facts of the condition which need to be explained during the presentation. I also reduced the content of the personas to fit them onto one page, which meant prioritising content based on what really defined these personas, and what needed to be conveyed the most.

I also needed to work out what my next steps were for the campaign, based on the research I had completed this far. The main points for me were to really narrow in on a media platform for delivery, create a logo and slogan which reflect the issue, and define the scope of the campaigns for the teen girls, and how this would or wouldn’t be different for the campaign aimed at mothers. There are certainly some similarities between what both would need out of the campaign, however the language and graphics used, as well as the media platforms, would most likely need to be tailored to each group.

You can take a look at my most current version of the presentation here:

assessment 2 presentation

 

When I’ve had some time I’ve also continued to research the issue. I was interested this week in learning more about public perceptions of endometriosis, which are integral in understanding why the issue doesn’t have more recognition. I’ve made some notes below:

  • Of the 275 female respondents, 181 (65%) reported a personal history of dysmenorrhea
  • A total of 44 (16%) reported a personal history of endometriosis
  • A majority of these women (40 out of 44) were under the age of 60
  • Knowledge of endometriosis was uniformly lower among men as compared to women
  • Of female respondents, 91% had heard of a condition called endometriosis, and 69% were able to identify the uterus as the organ from which it originates
  • 57% of male respondents had heard of the condition, and only 39% were able to identify its organ of origin
  • When men were asked to select among potential etiologies for pelvic pain, pre-menstrual syndrome was the top response among male respondents (39%)
  • While women were most likely to choose endometriosis (67%)
  • Of male respondents, 57% reported having no idea what the symptoms of endometriosis were
  • This number was 22% for women
  • 55% of males could not identify a single treatment option for the disease, vs 26% of females
  • Women with a diagnosis of endometriosis were significantly more likely to be able to recognise the disease as a potential source of pelvic pain, as well as accurately identify its etiology, symptoms, and potential treatment options
  • A significant proportion of the general public has limited knowledge or no knowledge about endometriosis
  • There is a significant gender disparity in the public awareness of the typical presentation of endometriosis
  • This may contribute to the social isolation experience by many women with the condition
  • The limited knowledge of endometriosis as a potential cause of pain may contribute to the delay in diagnosis noted by many other groups
  • A study by Lemaire reported a high degree of emotional distress among women with endometriosis who felt they lacked information about the disease
  • Focus groups of women with endometriosis have revealed a strong desire for the ‘production and dissemination of information not only to women with endometriosis, but also teachers, employers, partners and family members’
  • This sentiment may represent a response to the perception of being ‘misunderstood’ by family, friends and colleagues
  • 39% of males in the study identified PMS as the most likely cause of pelvic pain in women
  • Knowledge of endometriosis in the sample was consistently lower in individuals of both genders who didn’t know anyone personally with the disease
  • The presence of a close friend or family member who ‘took their complaints seriously’ was identified by a recent study as the most common catalyst that led women to seek medical treatment for endometriosis
  • This suggests that increased public awareness of endometriosis may help facilitate earlier medical intervention for women with the disease
  • Several groups have documented the significant delay between the initial symptoms of endometriosis and a woman’s first contact with a physician.
  • This delay is partially attributed to dismissal or normalisation of pelvic pain symptoms by spouses, family and employers
  • Early diagnosis and treatment of endometriosis may reduce emotional suffering as well as long-term complications such as pain and infertility
  • Increasing public awareness of endometriosis may help facilitate early diagnosis and alleviate the social isolation reported by many women with the condition

Source: Shah K D, Moravek, B M, Vahratian A, Dalton K V, Lebovic I D 2010, ‘Public Perceptions of Endometriosis, Perspectives from Both Genders’, Acta Obstetricia et Gynecologica, vol. 89, pp. 646 – 650, viewed 27th April 2017, <https://deepblue.lib.umich.edu/bitstream/handle/2027.42/79158/00016341003657900.pdf?sequence=1&isAllowed=y&gt;

 

The research is interesting, although unsurprising. The most relevant parts of the research for my campaign are the surveying of sufferers themselves, which identify important people in their community who have the power to help these sufferers. These may be areas that can be targeted with the campaign going into the future.

Following next week, I hope to do my presentation, and from there begin the design phase of the unit, which will allow me to take the research I’ve done and apply this to my design, which will be a challenge, but also interesting to undertake.