User Journeys
Aim:
To guide Drinkaware website users to complete the digital AUDIT tool, regardless of their initial purpose for visiting the website.
The Alcohol Use Disorders Identification Test (AUDIT) is a simple screening tool designed to help people identify potential alcohol-related problems. Developed by the World Health Organization (WHO), it’s widely used around the world by healthcare professionals as a standardised way to assess how much alcohol the assessed person drinks and the potential risk of alcohol-related problems.
Discovery
Understanding Current User Engagement:
Tracked onward journeys from the homepage.
Analysed top search queries to identify user intent.
Reviewed metrics for the top 25 pages.
Examined digital tools to track user sources and destinations.
Methodology
Mapping User Journeys:
Tracked and grouped user journeys within sub-categories.
Cross-referenced journeys with behavior change considerations and content types.
Grouped similar aspects to minimize noise and create a simplified template.
Key Deliverables
Identified three key user journeys.
Developed proto-personas leveraging existing audience research.
Selected two out of the three identified user journeys for testing and applied real content to show how the journey would look ready for testing and implementation.