Illinois Contraception Access Now (or ICAN) was preparing for their upcoming launch. They needed a platform that could explain who they are, what they do, but most importantly, a way to connect those who need birth control to the care they want and deserve. Simplicity is everything. People needed access with zero turbulence from wherever they may be. ICAN also needed interactive, innovative ways to help demystify the complexity and confusion inherent in birth control options. How would they know which method is best for them? Concurrently, engaging and educating healthcare providers on the most up-to-date and optimal approaches for communicating with their patients about birth control and their reproductive health was also an important goal. With plans to grow beyond their current local reach, the small but mighty ICAN team needed help automating communication processes. And ultimately, since you can only manage what you measure, they needed a way to capture and analyze information. How to make this work on a small budget that would also allow them to scale cost-effectively over time?
An all-inclusive web platform was created that supported their main objectives. This included a variety of tools that enabled both sets of users – potential healthcare clients and providers – to get what they need. Potential clients can connect to appropriate healthcare providers. Providers are notified via an underlying CRM and automation platform (ActiveCampaign). Clients can partake in an easy-to-use interactive assessment that learns about them and their life plans, then it recommends a set of potential birth control options. The clients can then use the ideas to learn more and/or have conversations with their healthcare provider (either someone found through the site or on their own). To support the learning needs of the providers, we used an extremely flexible and nimble LMS that supports almost unlimited content and media. The ICAN team can create and add new courses easily and seamlessly. The result: a platform that supports their mission today, but has the flexibility and scalability for tomorrow.
After doing several projects related to women’s health, we were able to hit the ground running. We started with Discovery and understanding the best way to use digital to connect healthcare providers with those needing care. With the timeline goal of approximately six weeks, we had to alter our process in order to go live as soon as possible. We started prototyping immediately, so the team could see the development and design work come to life. In parallel, we went through our persona deliverable: grouping similar users with fictitious narratives, to ensure the user remains at the center of the entire process. We went through moodboarding, so team members could point out examples of what they liked for look/feel and functionality of other sites for inspiration, while we did the same. We also needed to understand what other similar organizations are doing in different states, so we performed an extensive competitive and content analyses so we could get the 360-degree view of what’s working well, and what’s not. While this project is user-facing, so much of the functionality is ‘under the hood.’ The questions and logic for the assessment was created based on a nationally-accepted communication style and built in Outgrow to easily support the complex logic in an easy-to-maintain platform. We used ActiveCampaign to handle the automations that work behind-the-scenes, and integrated it with the site to build a platform that’ll scale as ICAN continues to grow.