Honours Project
Minds Alike Campaign Website
A prototype designed using emotional design and key UX principles, integrating behavioural change models to increase the effectiveness of anti-stigma campaigns for mental health.
Abstract
Background
Despite over two decades of national campaigns aimed at reducing mental health stigma, the issue remains pervasive. While campaigns in the past have attempted to raise awareness, their effectiveness has been limited, as the education of users alone cannot promote the necessary change. Explored within this project is the use of emotional design and behavioural change models within mental health awareness campaigns. Aiming to engage users emotionally and foster empathy, increase the effectiveness of campaigns, and be the beginnings of the change to self, public and structural stigma.
Objectives
This project explores how emotional design can improve anti-stigma campaigns by boosting engagement and encouraging positive behavioural change. The main SMART objectives are to use emotional design principles to connect with users, evaluate how empathic design can help reduce stigma, follow best practices in web design and prototyping, share real stories to build empathy and challenge stigma and apply behavioural change strategies to inspire actions that help reduce mental health stigma.
Methods
As mentioned above, user experience methodologies will be used throughout the design and development phases of the project, from initial research and requirements gathering, through to full high-fidelity prototype development.
A mixed methods approach was developed to evaluate the effectiveness of this project and assess whether the above objectives were met. Task-oriented observations followed by semi-structured interviews allow for a nice mix of qualitative and quantitative data to be gathered, and to gather thoughts as well as physical behaviours while interacting with the deliverable. The system usability scale will be used to assess the website usability (an emotional design principle).
Results
Pending
Conclusions
Pending
Final Prototype
STILL IN DEVELOPMENT
The Process
Research Phase
Literature Review
The literature explored above highlights that stigma remains a pervasive societal issue, and comes in three forms: self, public and structural. The impact of this stigma is profound, as it discourages people from seeking help and limits their access to equal opportunities such as employment, and healthcare. The media and content online are major contributors to these negative stereotypes, often reinforcing misconceptions about mental health. However, the research suggests that effective education and awareness initiatives can reduce this stigma.
As the attitudes within societal norms shape this stigma, the transtheoretical model of behavioural change could in theory be employed to help reduce this stigma. The TTM describes the six stages of behavioural change: pre-contemplation, contemplation, preparation, action, maintenance and termination. Encouraging this behavioural and attitude change requires awareness, education and positive reinforcement, further proving this as an effective method to reduce mental health stigma.
To effectively develop this solution, user experience and emotional design principles may be used. Where key considerations are made in shaping how users interact with the deliverable. Emotional design plays a key role in user engagement, particularly through storytelling, visual aesthetics and usability, vital for the education process. For each emotional design principle, strategies and recommended design choices were discussed:
- Storytelling & Narrative: Digital storytelling enhances empathy and engagement (Miller, 2019).
- Aesthetics & Visual Design: Blue and green tones in web design evoke positive emotions and a calming effect (Lengen, 2015). Rounder, softer character designs enhance emotional connection (Uzun et al., 2021).
- Usability: Nielsen’s ten usability heuristics (e.g., consistency, error prevention, minimalism) improve user experience and accessibility (Nielsen, 1994).
- Meaningful Interaction:
- Reflection:
Effectively reducing the stigma surrounding mental health requires a true understanding of behavioural change and what promotes it, alongside the consideration of user experience and the emotional connection that a user would have with a digital artefact. Careful consideration must be made throughout any data collection that includes recruited participants as to the ethical constraints of the project.
Competitors Analysis
After conducting the main literature review (summarised above), an initial dive into existing campaigns was conducted to discuss their strengths and weaknesses to form the basis for a later analysis.
Plan & Strategy Phases
Prior to any design or development work towards the final deliverable, it was key that the primary objectives and research questions must be determined, from there a weekly schedule or project roadmap can be developed.
Project Objectives
- to explore emotional design principles and implement them effectively.
- prove the advantages of emotional/empathic design.
- to follow industry best practices for web design methodologies.
- to increase expertise in professional prototyping software.
- aim to share the stories of people with lived experiences to reduce stigma.
- create a full user experience from the discovery of the website through usage and advocacy.
- improve knowledge on behavioural change and implement this into the website to promote stigma reduction activities/habits.
Research Questions
The main questions that I want to be answered through this project are as follows:
Will including emotional design practices increase engagement in anti-stigma campaigns, and therefore promote the required attitude/behavioural changes? What recommendations and solutions can then be drawn from the findings?
Mental Health Stigmatisation
What is the extent of the stigmatisation of mental health online and why does it exist?
What are the recommendations/proposed solutions to fight against stigmatisation?
How do other campaigns for mental wellbeing raise awareness of this issue and what were the challenges faced/limitations?
How can technology aid in breaking down the stigmatisation of mental health?
Research Methodologies
What is the best practice for collecting qualitative data for user research?
What is the best practice for collecting quantitative data for user research?
What kind of sampling would be the best approach for this project?
Design Methodologies
What are the benefits of using emotional design?
If the user requirements determine that users are more likely to interact/use this on mobile devices: What is mobile design and how can it be implemented in this context?
How can specific design choices promote behavioural change?
Analysis Phase
Building upon the literature review and research conducted within the initial development phases, the project moves forward into the analysis stage. This stage includes the production of user personas and the definition of user requirements.
User Personas
The literature review conducted provided a strong emphasis on the benefits of user experience and emotional design, and the processes followed within these methodologies to create rich and meaningful projects. Therefore, this project will use many of these important processes throughout the design and development stages.
The above analysis confirms that to ensure the new project’s success, the final deliverable must have an appealing visual design, prioritise the graphical approach to displaying information, and ensure that the principle of social contact is upheld. This is also backed up previously within the literature review, where advantages to these features are explored within emotional design. However, the weaknesses of these previous campaigns were identified as the lack of inclusivity, and the realisation that by only educating the public about mental health and stigma, the stigma itself is not effectively reduced.
Some opportunities could potentially be used to strengthen the effectiveness of the final deliverable, including providing some form of confrontation of both public and structural stigma as actionable, and to lean on the influence of social media and other media outlets. Equally important to note are the threats to previous campaign success, which include the external influences within the macro-environment. The media’s representation of mental health on news outlets, other social media posts, and more will always be a threat to the success of a campaign if this message differs from that in the campaign.
Amanda is an individual who experiences general anxiety and would like to learn more about herself and her anxiety. The final deliverable should cater towards people in similar situations to Amanda and allow for those with lived experience to relate to the stories themselves and perhaps learn more about their conditions.
Ben, Persona B, is the user persona created to represent individuals who have acknowledged a habit or behaviour that they would like to change, stage 2 of the transtheoretical model of behavioural change. The requirements of a user like Ben would differ greatly from a user like Amanda. The final deliverable should allow for users like Ben to change their behaviours, by encouraging this change to occur, and to supply actionable procedures like signing petitions, and voting in polls, etc.
MoSCoW Requirements Analysis
Both user and functional requirements were determined using desk research methodologies as explored above and focused on the needs and goals of each user persona. For the entire project design, development, evaluation and review, there is a time constraint of just 15 weeks. To aid in completing the project in such a time limit, MoSCoW analysis of user requirements has been conducted below. “MoSCoW” analysis - standing for must-have, should have, could have, and will not have - prioritises the requirements of the final deliverable. “This knowledge improves the team's time management, makes the project more manageable, and increases the likelihood of completion by the deadline” (Brush, 2023).
Design Phase
Information Architecture & Navigation
The first stage of the design phase is to determine where content and information will be located throughout the website, allowing for future navigation maps and wireframes to be designed. The required content from the previous requirements analysis was sorted under appropriate headings.
Navigation on this website will be through a hamburger menu, located on the top right, where from the Home page, users can navigate to any of the 4 main pages: Home, Resources, Petitions and Profile. The Resources and Petition segments of the site follow a hierarchical structure.
Wireframes
Visual Style
Linking back to the literature explored previously, the colour scheme above in Figure 18 takes into consideration the user preference for cyan and blue shades within web design and incorporates the “health” colour theory. Several other colour schemes were created that incorporated the cyan hues with different accent colours, however, it was determined that a darker shade of navy worked better.
A bubbly font face was chosen for the display heading, for use within the main logo text and headings for branding the Mind Alike campaign. This welcoming font face appears friendly, non-threatening and quite fun, promoting the positive emotions sought after in emotional design, yet remains clear to read for usability purposes.
The accompanying font, Muli, was designed specifically for screen readability, and is extremely simplistic, pairing well with the dynamic and expressive font for the display headings. All fonts used are free, and available as Google Fonts. Perhaps in future iterations, branding could potentially expand to create a custom display heading font for brand recognition, but this is out of the scope of this project.
To continue with the bubbly and soft ideas portrayed in the typography, a fluffy bird was chosen as the mascot of this website. This also employs the principles of emotional design that include the softer, rounded shapes recommended for avatars portraying friendly and happy emotions.
The name “Milo” was chosen for the bird, using alliteration from the campaign title “Minds Alike”. Using alliteration is proven to aid in memorability and recall (Benczes, 2019), which improves brand identity (Ballinger, 2023).
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