Back to School Campaign – Mel Rainsberger

AUVI-Q Back to School Campaign

Project Overview

Timeline: 6 months

Tools: Sketch, Invision

Platform: Inhouse developers

Deliverables: Full mockups, brand guidelines for illustrations

My role: Improve the online experience to deflect customer service calls

Breakdown of the site and its features. — Site map with all the pages, downloads, and interactive elements

Discover

Problem statement: Create a back-to-school website with enhanced sections for parents navigating protecting their children with allergies

Solution statement: Create a lively myths and facts section that can be easily understood and offer a download for in depth review later. The online experience included light animation to make the facts more eye catching.

Myths, Facts, and Food allergies section.

One of the myths and facts images. This one is about the effectiveness of Benadryl during anaphylaxis and that epinephrine should be your first response.

Research

Interviews: Parents of school aged children with severe food and/or environmental allergies were interviewed.

Research insights: They were not just looking for an epinephrine injector that was easier to use and more portable, but need help navigating other online resources such as restaurant menus, updated allergy guidelines, and connecting with other parents experiencing similar issues.

Define

User persona: From the research with parents, we developed Pam, a mother that had 1-2 children under eight years old with allergies. Her combined household income is under $100k per year. She was interested in supporting her children’s interests (sports, friendships).

She’s frustrated by how many individual websites she had to consult for help with her children’s allergies and the size of Epipens prevented her husband from being a bigger help with taking care of the kids medical needs. She needs a device that’s both affordable, portable, and comes with resources to support her children.

Competitive Analysis: Many patients were frustrated by the only epinephrine injection on the market–Epipen. They were very open to messaging about alternatives.

Videos of the founders and their struggles as children and adults with severe food allergies were created to connect with parents.

This illustration was developed to show that the device’s need was never visible to the user

Scope and Constraints

Scope: Primary focus was home page updates and a guide to allergies. Stretch goals were a page for HCPs (healthcare providers) that may be asked about AUVI-Q.

Constraints: The ISI had to reveal more text than the average pharmaceutical site along with leaving space for special offers. Together with the developers, I developed a fully visible persistent right side block that met FDA requirements.