This is Cushing
The burdens of living with Cushing syndrome
Raising awareness and funnelling expert information
This is Cushing was a creative campaign that raises awareness of the burdens of living with Cushing's disease. The campaign features photographs, personal stories and expert knowledge that aims to educate people about Cushing's disease and provide hope to those who are affected by it. Additionally it is an industry go-to for the latest information on the disease from the leaders in the field.
The "This is Cushing" campaign was designed to be personal and emotive. This was achieved through the use of personal stories, award-winning photographer imagery, an archway symbol, a warm color palette, and a soft serif font. These elements helped to create a sense of connection and empathy with people who live with Cushing's disease.
The personal stories are raw and honest, and they provide a glimpse into the daily challenges faced by people who live with the disease. The award-winning photographer imagery beautifully captures the physical and emotional toll of Cushing's disease. The archway symbol represents the gateway into the lives of people who live with Cushing's disease, and it also symbolizes hope. The warm color palette helps to create a sense of empathy, and the soft serif font is easy to read and accessible.
The "This is Cushing" campaign is a powerful example of how creative can be used to raise awareness of a rare disease. The campaign is personal, emotive, and accessible, and it has helped to connect with people who live with Cushing's disease.
Campaign creative and meeting user accessibility standards
The UX design process started with competitor research and user interviews. This information is used to create personas, which are fictional representations of the target user. Personas help the UX designer to stay focused on the needs of the user throughout the design process.
The next step is to derive insights, problems, and solutions. This involves analysing the data collected from the research and identifying opportunities for improvement. The insights, problems, and solutions are then used to create user flows and wireframes.
User flows are diagrams that illustrate the steps that a user will take to complete a task. Wireframes are low-fidelity prototypes that represent the structure and layout of the product or service. These tools help the UX designer to visualise the product or service and to get feedback from users early in the design process.
Once the user flows and wireframes are complete, the UX designer can begin to create high-fidelity mockups. High-fidelity mockups are high-quality prototypes that represent the final product or service. These mockups are used to get final feedback from users before the product or service is launched.
The final step in the UX design process is to launch the product or service and gather feedback from users. This feedback can be used to refine the product or service and to ensure that it meets the needs of the users.
The UX design process is an iterative process, which means that it is constantly evolving. As the UX designer gathers feedback from users, they can make changes to the product or service to improve the user experience. This iterative process ensures that the product or service is always meeting the needs of the users.
The UX workflow from start to finish
The client for this campaign had two distinct audiences: patients living with Cushing's disease and healthcare professionals (HCPs). Patients with Cushing's disease have debilitating symptoms that make it difficult for them to see or use their hands, so the website had to be designed with these challenges in mind. The website had to be simple, easy to navigate, and visually appealing. HCPs, on the other hand, need quick access to expert information, so the website for them was designed to be straightforward and match the style of other HCP websites.
To accommodate both audiences, the website was split into two sections. The first section was designed for patients, and it included information about Cushing's disease, patient stories, and resources for patients. The second section was designed for HCPs, and it included medical information, clinical guidelines, and research articles.
Users were prompted to choose an option upon entering the site, and a pre-header element was added to make it easy to navigate between the two sections. This design decision gave users full awareness of the two sites without being confusing or distracting.The website was a success in reaching both audiences. Patients found it easy to use and informative, while HCPs found it to be a valuable resource.
The website was a great example of how design can be used to meet the needs of multiple audiences. By splitting the website into two sections and using clear and concise language, we were able to create a website that was both informative and easy to use. The website was also visually appealing, which made it more likely that patients would visit and return.
A dual campaign audience that divided the user flows and website
The campaign was also supported by a successful social media campaign that was rolled out across five additional languages to reach a range of different audiences around the EMEA area. The campaign generated 400% more views than originally planned, and the client was incredibly pleased with the results. They plan to continue the campaign in the coming years and build off the platform that was created.
Success and the future of the campaign
