Leading the strategy to combat a reduction in routine vaccines globally
Translating UX research to a product strategy for a 0-1 product
2021-2022 | Content Design Manager and Product Leadership | Meta
Overview
When I joined Facebook during the COVID-19 pandemic, The World Health Organization (WHO) and Unicef had been partnering with the Meta Health team to tackle the downturn in routine childhood vaccines around the world.
There’s arguably to single preventive health intervention more cost-effective than immunizations. - World Health Organization
My role: I took one year’s worth of literary reviews and documents that were produced by our UX researchers and put the findings into product terms so the team could understand the resources to ask for ahead of the effort.
Understanding the problem space before creating a product framework
1/UX research
This included a learning definition (process of gaining knowledge from partners and field research), literature reviews, teacher’s explorative interviews, and more
2/ design sprints
I lead a Lean UX workshop and a feature mapping board to generate ideas with cross-functional members of the product team to create shared understanding and bring people along on the design process
3/ Crafting our goals
These were learning goals that laddered up to our north star goal, which was to meaningfully contribute to the global health ecosystem’s goal of getting 90% of children in the world immunized by 2030
Identifying our primary and secondary personas
It was important to start with the user first in our storyline so that the leadership team can see that the product had user-centered strategy. Through the research, we found that there were several personas that could play a role in the success of routine vaccines, so to simplify our strategy, we choose a primary persona for our product team (parents), and a primary persona for our partnerships team (ecosystem partners).
Articulating our shared goals
Perhaps the most important piece of strategy in an impact-driven company like Facebook is to articulate goals upfront, or “OKRs” (objectives and key results). We recognized that we weren’t a healthcare company and that our efforts were part and parcel of a greater global health outcome.
Creating our journey stages and product framework
These four stages represented a one word objective of the user so that we may break down what stage our products might fall into.
This was the simplified stages of the journey that I created and worked with the team to refine. It helped us organize user problems and product offerings within a scalable framework with product leadership.
Then a detailed journey map. Why so much detail?
The user journey map was a way for the team to get into the hypothetical thoughts, feelings and barriers that might come up in the mindset of each stage of the user. This included their timeline toward getting a child immunized, the opportunities we had as a technology company to design for each phase of the journey, and how we would measure success within each stage.
I created this journey map, along with the instructions for our to read the journey map for our cross-functional partners.
“As part of Meta’s Social Impact organization, I worked with Sho on setting a 3-year strategy to support products and programs that would help more children receive routine vaccinations. This was a nascent space with limited working team or org-level consensus on what problems we should prioritize. Sho led the team through a design sprint to anchor our vision and opportunity areas around user needs, which resulted in a more cohesive narrative that successfully aligned leadership on where to invest. Throughout the process, what I most appreciated was Sho’s genuine enthusiasm for the problem space: She attended every UX and partner interview she could in any time zone, at all hours of the night, and brought what she heard to the center of our work. She was a great content design lead, and it would be a pleasure to work with her again. ”
Three prioritized features for our pilot version of the product
World Polio Day quick promotion (QP) campaign
One of our most powerful features, QP’s inject content into a users’ feed, particularly when they’re being asked to learn more or adopt a product or feature.
Some of the best performing QP’s around the world are translated to the local language of the feed scroller, helping them understand and take action for important promotions.
Vaccine schedule & reminder tool
Parents were able to see the different immunizations based on their child’s age (0-18months) and have the ability to set reminders to help them stay on top of their child's immunization.
Features to enhance select Facebook Groups for parenting
In an effort to meet parents where they usually visit to ask questions, we explored a few ideas to provide parents with resources.
We believe that this can help parents learn fast and also in the long run become the start of their journey towards getting parents to use the vaccine reminder tool.
