During the scoping phase, we conducted a detailed review of their methodology and ran an ideation workshop. We were then able to articulate the goals of our redesign:
- emphasize the narrative format and align user interactions with the narrative
- ensure the type and magnitude of costs are easily understood by displaying them in a more intuitive and visual way
- enable users to easily learn more about the methodology
In the design phase, after iterating through different concepts, we decided on a two-stage user experience composed of a landing page and a persona page.
The landing page displayed all 8 personas in ‘baseball card’ which included a custom illustration and an overview of their personal story. We enabled users to filter personas based on key characteristics.
The persona page begins with ‘baseball card’ to maintain continuity for users. Users are then prompted to make choices about the persona’s life circumstances. After these choices are made, users receive a high-level summary of the total costs and may then continue to read the detailed breakdown in a linear way or may jump to a specific section of interest. Detailed costs are clearly presented with icons, bar charts, and first-person quotes from the personas.
Web development ran concurrently with design and the project was launched via social media in October 2018.