Health Equity Matters

The design process for the Health Equity Matters (HEM) project was thorough and iterative, emphasising user-centric design principles to address the unique needs of our audiences. The following outlines our approach and how the final design met and exceeded the brief requirements.
We began with comprehensive research, including stakeholder interviews and a series of user workshops, to understand the key challenges and opportunities. The audience groups and use cases that HEM caters for are diverse and complex, including First Nations community health, CALD community health, advocacy within parliament, international organisations such as UN and WHO, and the general public looking for HIV health information.

We ran user workshops with representatives from across the organisation for each audience group. This allowed our team to map out current and new user journeys per user group, finding design consistencies throughout each program and enabling us to design a new content architecture and sitemap to better categorise information.
This phase revealed critical issues such as no tailored user journeys for each audience type, a lack of mission/vision visibility, and inadequate engagement points. Analysis of website analytics and search data highlighted several insights: high search queries about HIV prevalence in Australia, and organic search driving 73.5% of traffic, indicating a need to improve the healthcare information for general public consumption.

To address the structural confusion, we mapped out targeted user journeys tailored to specific audience segments. Clear calls to action were designed to guide users to relevant resources, enhancing their engagement and overall experience. Prototypes were tested with real users to gather feedback and make necessary adjustments. This phase ensured that the final design was both functional and engaging. The redesigned website was launched with a comprehensive rollout plan.
Post-launch, we monitored user behavior and feedback to make iterative improvements, ensuring the website was not only visually appealing but also functional and engaging, ultimately supporting HEM’s mission to provide accessible health information and resources.