Ubro Mobile Site
Mobile site concept for Ubro's unbranded campaign
My Role
UX Designer
Main Goal
Increase engagement with the web-assessment and conversion of users.
PROJECT OVERVIEW
PURPOSE
As part of a new business pitch, FCB is proposing strategy and tactics for an unbranded pharma campaign. This campaign is for a new migraine medication, Ubro, that aims to treat all symptoms of a migraine. The ask is to design a corresponding mobile site that could be used for lead generation.
TEAM
2 UX Designers
TIMEFRAME
2 days
SOFTWARE
Sketch
DELIVERABLES
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Content strategy​
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Annotated wireframes​​
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Proposal for branded site
THE INSIGHT
There are two types of people in the world, those who know the misery of a migraine and those who don’t.
Migraines are so much more than the pain of a headache and sufferers have nothing that recognizes or treats all of their symptoms. Even worse, they’re being treated by their friends, employers, and even the pharma industry like they just have a bad headache.
THE CREATIVE CAMPAIGN
It’s time to treat a migraine like a migraine.
The unbranded strategy highlights all the symptoms of a migraine such as pain, nausea, light, and sound. The goal is to bring awareness to migraine sufferers that what they've been taking or doing to cope with their migraines is insufficient.
The team came up with "It's Not an F'ing Headache". The idea behind this particular campaign is to harness the frustration of being misunderstood.
Out of Home
There will be a series of digital and static billboards featuring the tagline and customized phrases to describe the reality of a migraine. These billboards will contain a URL to the website.
Twitterventions
Scraping migraine-related hashtags on Twitter like #migraine, #head, and #tension, we’ll intercept people talking about migraines with a response that something new is coming and a link that drives to our website.
Swag
Collaboration with migraine sufferer/singer/designer Gwen Stefani to create a sensory blocking hat to wear for when your migraine is at its worst. We’ll create Facebook video content of the design process to tease the hat drop. They’ll only be available via a link on Facebook, and only the first 10,000 people will get one.
SITE STRATEGY
Understanding the direction and tone of the campaign, we were asked to create wireframes for an unbranded mobile site to accompany the creative assets.
We leaned into the feeling of rage and frustration to use as a catalyst for action. Unlike traditional unbranded campaigns, we took this opportunity to help migraine sufferers understand their migraines better and help them take the first steps towards relief.
Ubro Site Wireframe
Site Goals
Overall, the site narrative should reassure users that they aren't alone in suffering migraines and encourage them to start treating their migraines like a migraine.
The UI should reflect the emotions we expect them to feel. The top of the page should be darker to match the frustration but gradually gets lighter as we hope to de-escalate the rage as users scroll through the content.
Engage
When the user first lands on this site, we want to grab their attention with a headline that's relatable. The goal is to convey that we understand the frustration and how sick and tired of being misunderstood. We want to show them there's more we can offer.
Empathize
We utilize a Madlib exercise to allow users to describe their migraines and see other crowdsourced responses in real-time. These responses will be used to generate content for the digital billboards and instill a sense of community, knowing that they're not alone with their migraine experiences.
Upon submission of their response, they'll be served an option to enter their email address for additional information, serving as a lead gen opportunity.
By showing the user that we listen and understand exactly what they’re going through, we can establish trust and credibility.
Transition to Branded Site:
We'll use inputs from this tool to create relatable messaging on the branded site to help emphasize that Ubro understands the misery of a migraine and can help treat all of the symptoms.
Educate
Migraine sufferers already know that it's not just a headache, but they might not fully understand what a migraine is. To increase awareness, we invite them to log their last migraine experience and take them through a series of thoughtful questions to encourage thinking about their migraines in a different way. Upon completion, users will have the option to send this information to themselves, serving as a lead gen opportunity for us.
We also have a "quiz" style feature that would help users better understand migraine triggers. In addition to equipping users with knowledge, this content could further our credibility and show that we are truly migraine experts because we understand what makes a migraine a migraine.
Transition to Branded Site:
Give users the option of sending information straight to their doctor or pharmacy in order to start a conversation about Ubro.
Empower
Building on the sense of community that we alluded to earlier, there's a callout to promote the free sensory hat giveaway. Receiving one of these hats means joining others in the movement to properly treat migraines. The goal is to remind users of the other senses that are being ignored when it comes to migraines and assure them that a better solution is on the way.
We also provide talking points and tips to help users start the conversation with their doctors and regain control of their migraine experiences.
Extend
If users haven't already provided their information via previous lead gen opportunities, there is one last capture in exchange for additional content. The goal is to have built up enough credibility throughout the site to make users feel like there's valuable content and would be comfortable giving us their email. We'll use this opportunity to send them helpful information and eventually news of the branded medication.Ubro.
