Uncovering Parents Triggers to Inform UX Optimization

A social impact communications organization and one of its advocacy organization clients sought insights from parents of teens to optimize a communications effort and related microsite teen vaping. The clients sought insights to maximize the effectiveness of both efforts and improve the user experience to drive specific calls to action for this parent cohort.

APPROACH

W5 conducted Virtual UX Interviews with parents to view a static communications campaign and live website (mobile and desktop) to discuss likes, dislikes, and areas of confusion. The platform allowed parents to review creative stimuli and share their mobile and desktop screens in real time while clicking through the microsite to provide both an active and descriptive user narrative, as well as observational opportunities of unconscious behavior and preferences.

RESULTS

W5 provided direct feedback to assist in both the organization, navigation, and effectiveness of the information offered to parents. Suggestions around specific calls to action items such as downloadable checklists and conversation guides helped the organization focus on what was immediately helpful and what to remove. The research allowed for further refinement of both communications and the vaping microsite to drive increased awareness and utility around the initiative.