Versus Arthritis
The brief
Driving Awareness to Transform Perceptions of Arthritis
Arthritis Research UK sought to launch a long-term (five-month) perception change campaign aimed at raising awareness, initiating conversations, and making overlooking arthritis unacceptable.
The goal was to become the most visited information and advice service in the UK for individuals with arthritis. The campaign had targets of 1.75 million hits and 5,000 inquiries to the helpline.
Arthritis Research UK enlisted Great State's assistance to launch this campaign on the existing ARUK website. The objective was to provide a clear, reassuring, and informative experience for both primary and secondary audience segments.
What we did
Beginning with the Data
Starting with data, I used Google Analytics to identify content that was both popular and meaningful. I then analysed my findings using post-it notes, ultimately identifying six categories. These categories were developed into landing page campaign cards designed to deep link users directly to the relevant content.
What we did
Taxonomy Audit and Wireframing
I conducted an audit of the taxonomy structure and updated the 'Arthritis Information' navigation label to 'Information & Support' to better align with the new marketing page. Following internal discussions, I developed initial concepts and ran a client workshop to collect feedback and determine the preferred direction.
Then, using Axure RP, I created both low and high fidelity wireframes to test the campaign journey and information categories. Additionally, I demonstrated the interactivity of different landing page concepts in HTML visualised via CodePen examples. Finally, we refined the solution and developed both the main landing page and the secondary pages.
The outcome
'Ask Us Anything'
The outcome was an on-brand information initiative, featuring a full-viewport header with three centred cards, directing users to The Helpline, AVA (Arthritis Virtual Assistant), and Arthritis Information pages.
To gather feedback on the campaign, we used a free plugin from HotJar named Incoming Feedback. This tool enabled us to collect both visual (through emojis) and written feedback from users. We chose this approach, reasoning that the universal understanding of facial expressions would minimise the risk of receiving subjective or vague feedback.
Reflections
Other projects
Vilda
