Empowering Men’s Health

Turning testicular cancer awareness into action through engaging 3D experiences.

Role

Lead Product Designer

Industry

Healthcare

Duration

3 months

Encouraging Action

For the 2023 Testicular Cancer Awareness Month (TCAM) campaign, we set out to move beyond awareness and encourage men to take real action. The Know Thy Nuts interactive tool was designed to engage men in performing regular self-examinations through a fun and approachable 3D experience.

Defining the Path Forward

We developed a comprehensive strategy to ensure the tool didn’t just educate but actively motivated users to take action. The campaign was structured into four phases:

  1. Awareness: Drive initial interest through social media and paid search.

  2. Knowledge: Provide a step-by-step guide to performing self-checks.

  3. Action: Motivate users to act if they detect an abnormality.

  4. Retention: Reinforce ongoing self-checks with follow-up reminders.

This strategy aligned cross-functional teams and acted as the foundation for the user journey and design process.

Mapping the User Journey

To guide the user experience, I created a high-level user journey map outlining each step— from awareness (social media ads) to action (self-exam completion). This ensured the flow led users seamlessly from curiosity to meaningful action.

Initial Concepts and Wireframes

We began with exploratory wireframes for both mobile and desktop experiences, emphasising an engaging first impression. Given the complexity of the 3D interactive elements, we collaborated with an external agency to bring the vision to life.

From Wireframes to Prototypes

Building from the initial concepts, we created mid-fidelity prototypes to refine the pear-shaped 3D interactive tool, enabling users to simulate a guided self-exam experience.

Bringing the Tool to Life

Working with our development team and agency, I provided detailed design specifications for the 3D pears, including texture, colours, and anomalies. These specs ensured the final tool was both technically feasible and engaging.

Validating the Tool

To evaluate the tool, we conducted usability testing with five males (ages 19-33).

Testing objectives included:

  • Usability & Engagement: Assess ease of use and appeal.

  • Information Delivery: Evaluate clarity and tone of health messaging.

  • Action Motivation: Measure how likely users were to perform a self-exam post-interaction.

Key Findings and Improvements:

  • Clearer CTA Messaging: Users hesitated to click “Go on, have a feel.” (Solution: Refine visuals and text for clarity.)

  • Option to Skip Steps: Familiar users wanted to bypass basic content. (Solution: Add a skip feature.)

  • Improving “Next Steps”: Users were reluctant to proceed unless concerned. (Solution: Add encouraging, action-oriented messaging.)

Early Success Metrics

Initial results show promising engagement:

  • 15% decrease in bounce rates compared to previous campaigns.

  • 35% tool completion rate, demonstrating strong user interaction.

  • 20% increase in click-throughs to the “Seeing a Doctor” page.

Making an Impact

By transforming testicular health education into a hands-on interactive experience, the Know Thy Nuts campaign effectively bridged the gap between awareness and action. This engaging, cross-functional collaboration resulted in a tool that drives meaningful behavioural change.

Reflections

The Know Thy Nuts campaign demonstrated the power of thoughtful design in driving health behaviour change.

  • Key Wins: Seamless collaboration across teams and a well-received balance of humour and sensitivity.

  • Lessons Learned: Testing highlighted the need for clearer CTAs and customisable experiences, underscoring the importance of user insights.

  • Takeaway: This project reinforced my belief in design’s ability to make health education engaging and actionable.

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Cameron McLaren

Cameron McLaren

Cameron McLaren