Each province in Canada offers voluntary at-home screening kits for Canadian residents over 50. Nova Scotia is unique, as every qualifying resident receives a kit in the mail. NS Health approached the NSCAD students of Interdisciplinary Design and asked us to determine how a user-centred approach can increase their participation rate.
While exploring the process through the lenses of personas, user journeys, system relationships, user interviews, and personal experience, I noticed that a lack of awareness was contributing to a lower participation rate. I designed a social media campaign to introduce the concept of the test and the importance of early screening to Nova Scotians who are approaching 50 and will be receiving their first screening kit within a few years. The campaign, called #nsscreenstory, is inspired by the numerous heartfelt comments written on the returned health forms. During colon cancer awareness month (March), Nova Scotians are encouraged to share their experiences while NS Health answers commonly asked questions. The campaign name is designed so it can also be used with NS Health's other at-home screening services.
The design was done in tandem with Al Tran, Simrat Kaur, and Rose Peddle, who redesigned the at home screening experience and compatible in-app information.
Left: Text and Image Testimonial. Right: Text Only Testimonial. Every year, NS health receives feedback forms with heartwarming messages and anecdotes from Nova Scotians who have done the at home screening test. Two templates are provided to share these stories with everyone.
FAQ Post amongst the NS Health Instagram feed: common questions are answered using illustrations Nova Scotians can recognize from their screening kit instructions manual. Seeing these graphics before hand will bring a sense of familiarity when it's time to do the screening.
