Using human-centered design to inform the design and social marketing strategy for a web-based STI/BBV testing service for young people in Victoria, Australia: qualitative research (Preprint)

Abstract

The rates of sexually transmitted infections (STIs) continue to rise across Australia among 16 to 29-year-olds. Timely testing is needed to reduce transmission, but sexual health clinics are at capacity. This demand, coupled with barriers to getting tested faced by young people, has led to web-based services as a pragmatic solution. However, for young people to utilize these services, they must be acceptable, attractive, and usable. Social marketing principles combined with human-centered design can be used to develop a web-based service and create a marketing strategy to attract them to the service.

To use human-centered design guided by social marketing principles to explore messaging and imagery design elements and promotional strategies to develop the optimal, achievable web-based STI/BBV testing service for young people in Victoria, Australia.

Young people were recruited through youth organisations and targeted Meta (Facebook and Instagram) advertisements. An initial online survey was deployed to inform the content of focus group workshops. Workshops were based in participant’s residential locations- metropolitan, outer-metropolitan, and regional Victoria. During the workshops, young people discussed aspects to inform the design and attract users to a web-based STI/BBV testing service– social marketing principles guided human-centered design of messaging, imagery and promotional strategies to reach young people. Data collected through mixed-methods (transcribed notes, audio recording and physical outputs) were thematically analyzed to inform the service brand and marketing plans.

A total of 45 people completed the initial survey with 17 participating in focus group workshops (metropolitan=8, outer-metropolitan=6, regional=3). Young people preferred messages that highlight the functional benefits (confidential, affordable, accessible) of a web-based service and include professional imagery and logos that elicit trust. Young people indicated that the service should be promoted through digital communications (e.g. dating apps, social media), with endorsement from government or other recognised institutions, and via word-of-mouth communications.

This study has highlighted the value of applying social marketing theory to human centered design in developing a web-based STI/BBV testing service. Through the voices of young people, we have established the foundations to inform the design and marketing for Victoria’s first publicly funded web-based STI/BBV testing clinic. Future research will measure the reach and efficacy of social marketing strategy, and how this service complements existing services in increasing STI/BBV testing uptake among young Victorian’s.