A landmark Obama-era initiative with the National Institutes of Health (NIH), the All of Us Research program asks a million Americans, especially underrepresented people, to participate in a study that may help advance the future of precision medicine. The program struggled with properly representing itself to a diverse public until creative intervention led to the change it needed to serve the national stage.
Prelaunch
When I was first introduced to this project, I wasn't even working on it. However, the rest of the team was! But this afforded me a unique vantage point in being the observer first, before really investing it this.
As the program was ramping up for an official national launch, I noticed issues with it's visual communication, which looked to me much like a healthcare provider and not a medical research program. And this was supported by user research, which found people reaching out and asking where the closest medical office to be see was located.
Before: Digital assets before the brand shift
Homepage Redesign
When the NIH asked for a blue sky concept for a new homepage design, I was given my first opportunity to being solving the issues that I've been seeing. Two key themes for the direction for my site designs were:
How do we speed increase sign ups to the program?
How do we address misinformation and distrust?
I delivered 3 directions that helped lead people through important information, as well as take away the clinical feel of the previous design.
Winning Design
The team at the NIH decided to go with concept number one, and asked for a hybrid solution that combined the old design with the new design.
Post-launch of the program begins to see the effects of my thought-work, and new design being to the results of this new direction.
Interactive Kiosks
In addition to the digital web assets, I also created design work for the All of Us Mobile Unit, which was a traveling interactive exhibition explaining the program. I was responsible for improving UX/UI and bringing in the new design direction.
National Campaign
I worked closely with the Creative Director to get the design moving into the right direction. With a national campaign underway, the identity began to evolve and the visual direction is further cemented.
One Last Go'round
With the official site work changing hands with SCRIPPS in San Diego, the brand I had done had another chance to do full become realized when SCRIPPS reworked the UX of the site and once again asked for a redesign. Again, in competition with 3 other designers.
