SafeSwipe
Increasing engagement with STI testing promotions on Tinder.
May 2021 - Aug 2021
Product Designer - Conducting user research, ideating and communicating designs, prototyping, UI and interaction design.
Role
Boosted engagement in STI testing promotions by using mixed-framed messages in the language used.
Outcome
For my Masters research project I delved into a profound exploration, seeking to revolutionize STI testing promotions. The goal? Investigate whether mixed framed messages in the language used in STI testing promotions could increase engagement.
Background
In the shadows of a booming hookup culture, a LetsGetChecked study revealed a stark reality - only 1 in 5 young adults planned on getting an STI test. I recognised the urgency to transform perceptions. STIs surged by 500% in the last 25 years, with 86% of notifications among those under 30. The rise of dating apps has fueled risky sexual encounters, often coupled with alcohol and drug-fueled decisions.
Problem Statement
Looking at existing STI testing promotions was a great way to uncover the trends and best practices for designing promotions for young adults to have the most significant impact.
It was clear that all promotions made use of bright colors, unique typography and visual metaphors to make them eye-catching. The majority of used either gain or loss framed messages but never a combination. Bite-sized information to make them more engaging and relatable.
Existing STI Promotions
Insights gathered from online questionnaires unveiled young adults attitudes and behaviors towards STIs and testing
Listening to young adults
Not only were respondents active within hookup culture but many believed they were not at risk to STIs even though safe sex was often not practiced. Insights backed up the findings of LetsGetChecked study that a considerable number of respondents had not got tested for STIs in the past year and did not plan on getting tested this year. s
Gain-framed vs loss-framed messages
When it came to comparing gain vs loss framed slogans there was a very slight result in favor of the gain framed approach which highlighted enjoying sex and protecting the health of a partner.
“It's a more positive approach, doesn't make me feel bad”
“The word infertility catches my eye”
“More positive, its promoting testing as a mature thing to do”
“The chance of becoming infertile would make you get tested”
When it came to comparing existing gain vs loss framed promotions the was a more significant result in favor of the gain framed approach, however this could be due to the extreme nature of the loss framed promotion.
“First ones a bit aggressive”
“First one was a bit too graphic, I would've just walked by it”
“The second doesn't shame people, more encouraging”
“Normalises sex and STIs aren't the end of the world”
Meet Harry, a dating app veteran. He's having fun using Tinder, meeting new people, but lately, thoughts about sexual health have been on his mind. He wants to be responsible, but bringing it up with matches feels awkward. Harry craves a discreet way to learn more and access testing, something that seamlessly integrates with his on-the-go lifestyle.
Persona
Design Goals
Through listening to young adults like Harry, we identified three key design goals. These goals directly address the biggest pain points young adults face, ensuring STI testing is convenient and discreet.
Informed by Harry's goals and frustrations, the idea formed of using dating apps like Tinder, which have helped fuel the rise of hookup culture, as a way of promoting STI testing.
Brainstorming
The need to highlight an individual's risk to STI’s was crucial, however risk is totally unique and based on a person's behavior. The STI testing promotion needed to be tailored to the user so that the user could relate on a personal level. Here is where the idea of a risk calculator came to be.
The design offers three key features:
Integrated Tinder Promotion: A seamless promotion within Tinder (discussed in detail later).
Risk Calculator: Assesses users' STI risk based on their behavior.
Call to Action: Provides info on local clinics, home testing kits, and government incentives.
Hi-Fi Prototype
Young adults like Harry were not aware of their risks to STIs despite their riskier sexual behaviors.
Risk to STIs
Harry can evaluate his own risk based on his own behaviors. Using the risk calculator built on Tinder will evaluate his risk to STIs and recommend how often he should get tested.
Effectiveness of a promotion is subjective, some people respond better to gain framed messages while others loss-framed messages
Gain/Loss framed language
Harry finds the promotion much more engaging through its use of language highlighting what he has to gain from testing or what he has to lose if he doesn't get tested.
Once Harry has evaluated his risk, he can is forwarded to the sexualwellbeing.com website where he can find more info on STIs, testing locations and home testings kits
Young adults often don't have enough information on STIs or how to get tested.
Sexual Health Services
Two prototypes were tested: gain-framed and loss-framed. While neither dominated statistically (scores: 7.1 vs 6.9), users seemed to prefer the gain-framed approach. We then combined both styles in a new prototype, which saw a slight increase in user engagement (7.35), suggesting a potential benefit to this multi-frame approach.
Was it a success?
The participants who completed the initial questionnaire were provided with a link to the SafeSwipe prototype and invited to participate in a follow-up questionnaire.
