RNW MEDIA • 2020

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RNW Media is a NGO which creates digital communities for social change. Love Matters is one of their three programmes

Project goals

Love Matters delivers information and media on love, sex and relationships to 18-30 year olds on their sexual and reproductive health and rights (SRHR) in societies where it's censored or taboo, so that they can make better decisions about sex, health and social issues.

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Improve the creative positioning in the cultural context of the target audience

The Love Matters locations

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Different strokes for different folks

I’ve have conducted surveys and analyzed user behaviour on each platform. The users come from different countries and regions worldwide. This means not only that the content is influenced by local differences, but also the way in which the websites are used and the technical limitations involved. 

Insights
Findings

Regional, national or platform specific?

To start I've done a competitive analysis, watched recordings and heatmaps and looked into Google analytics among other things. All this data and these findings made it possible to cross reference the results per platform.

On average 96% of our users is on mobile. Also the most common network is 2G or 3G, and users in the African regions get free internet for Facebook and Whatsapp.

It' all about that base

The resuls made it clear there were a number of overarching usability problems. To eliminate those, I started with a foundation which we could build on. I’ve created two prototypes (LTR and RTL) and tested these with the local teams to see if the design patterns were correct.

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Beyond the visuals

The navigational structure and the search functionalities were two big findings in our research. We decided to optimise it for mobile, since 96.8% of our users visit the platform that way. We’ve A/B tested different solutions to find the best one for our users.

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Let’s get learnin'

Not understanding a term can keep them from engaging with the content. Some of our users do not have access to factual information about their reproductive health. To maintain a continuous user experience, I've added in-page glossary terms. I've also added a dedicated glossary page.

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A safe space for everyone

Information about LGBT, domestic violence and sexual assault is often a forbidden topic for our users. I’ve added an easy way to quickly leave our website if they are looking for info that could bring them in dangerous situations.

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Transcreate what now?

Once the foundation was approved, I held workshops with the local teams to agree on the norms, values, colors and UI elements that the users respond positive to and are familiar with. These insights were gathered and processed into a design tailored to the selected regions.

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Let's talk.

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