While WEconnect once had staff in-person at clinics to onboard eligible people, it began needing to instead rely more heavily on marketing. I made the point to conduct research in an effort to make those materials as impactful as possible.
SCOPE: interviews • testing • print design
ROLE: designer • project manager • interviewer
RESULT: insights to guide future projects
Leveraging what I'd learned working alongside product designers, I proposed and organized a research project to better understand which value propositions and marketing materials resonate with people recovering from drugs and alcohol.
I began my research by planning, conducting, and analyzing seven 45-minute interviews with active WEconnect app members. During these sessions, I asked them to stack rank a collection of posters and then we discussed why they ordered them in that way.
While the feedback from the first stack ranking exercise was primarily qualitative, here are the posters listed from the ones that ranked highest to most people's least favorite.
For the next round of gathering feedback, I created a test to determine the strongest headline/value proposition. This exercise was completed by 10 people in recovery who weren't familiar with WEconnect. (Shout-out to my coworker, Eli, for recruiting people and texting them a bit of info with the link!)
Again, you can see the posters listed from most popular to least—but this time we're comparing apples to apples since only the headline/value proposition differs between them.
Based on both the qualitative and quantitative feedback I was able to gather, I made improvements to the poster designs, favoring the clear winner of the headline ranking exercise.
