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Insight Process


VACCINATION JOURNEY

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Insight Process


VACCINATION JOURNEY

MY ROLE

Design Research, Game Design, Graphic Design

LEARNING OBJECTIVES

In order to identify the roots of why parents are hesitant to vaccinate their children, we want to target parents (and soon-to-be parents) who are in the midst of making the decision to vaccinate or not.  Where does their information come from?  Who do they trust the most to help them make the decision? And ultimately, how do they decide?

To that end, we'd like to learn:

  • How to parents decide whether to vaccinate their children?
  • Where do they get their information?
  • What are the reasons that stop someone from vaccinating his/her child?

SITE AND PARTICIPANT SAMPLE

Potential Sites/Sources for Participants: 

  • Playgrounds on a weekend
  • Friends, family, professional networks
  • Vaccine Education Center for referrals to mothers 

Participant Sample: 

  • Recent parents (0-2 year olds), or pregnant soon-to-be mothers
  • Targets: 8 in-context interviews/call-in subjects/network diagrams, 10-15 intercepts/network diagrams

METHODOLOGIES

  • Intercepts at park
  • In-context interview (Network Diagram/ Call-ins)
Insights are 30% data, 30% perspiration, 30% inspiration, 10 % determination, and the rest is luck.
— Megan Fath
Interception

Interception

FINAL INSIGHT WE GOT

 

GAME DESIGN


VACCINATION JOURNEY IS A CARD GAME TO HELP US FACILITATE A CONVERSATION AROUND VACCINATION ISSUES.

GAME DESIGN


VACCINATION JOURNEY IS A CARD GAME TO HELP US FACILITATE A CONVERSATION AROUND VACCINATION ISSUES.

DESIGN PROCRSS

ALL OF THE MATERIALS

A FACILITATION WORKSHOP TO ASSIST PARTICIPANTS TO EMPATHIZE WITH MOTHER'S DECISION AND IGNITE DEEP CONVERSATION .