Design Direction

We chose to dissect the packaging of a pregnancy test because we found an example of this over-the-counter product particularly confusing and poorly designed. The pregnancy test we are re-designing is called ‘EasyCheck Pregnancy Test’. Initial users found the design of this test to be overloaded with information which was overwhelming and stressful to navigate through. Our main directives with redesigning this test was to reduce the information to the essentials, have a strong focus on user journey with information accompanying the most immediate actions of the user at the time, and finally using user tests to guide our design. These user tests were undertaken on three types of people: those who had used a pregnancy test, those who hadn’t, and males – most of which had never seen a pregnancy test. (We also decided on the latter as we assumed if males with no pregnancy test experience could understand the information layout then anyone could.)

Contextual approach

Contextually a pregnancy test carries a huge amount of emotion, with their ability to alter an individuals life forever. Women using them come from all different circumstances, those trying for a child and those desperately hoping for a negative result. We see the significance of these experiences and wanted to create a gender neutral product that offers comfort to all scenarios and reduces the stigma attached to it i.e. the embarrassment of being seen purchasing pregnancy tests in public. We responded to these issues by choosing a purple colour (which has connotations to being a soothing shade), the new name ‘Clarity’ which carries more integrity, the humanist sans serif typeface for a less medical feel and finally the textured creamy stock the box is made from. The cover is also more abstract than traditional pregnancy tests, allowing women embarrassed to purchase this product to feel more protected from prying eyes in the pharmacy or supermarket.

Key design features

A key aspect of our final design revolves around the idea of immediacy, meaning that the users engage with the relevant information at the point of contact. For example, on the pouch containing the pregnancy test there are two key warnings, not to touch the result window (emphasised through icons and a red accent) and to use the test within one hour after opening seal (positioned by the seal, and reinforced with a secondary red reminder which is revealed once the pouch is opened). Another critical improvement to the original box was to clarify the confusion around when you can test in relation to the time of sex and the missed period. By developing two visual timelines users where able to easily identify whether the test would yield accurate results. We also used icons throughout the designs to help emphasise important information such as to ‘use first morning urine’, as well as in the pamphlet where there was more information. The icons helped to make it more digestible and engaging. A key part of our hierarchy was using the colour red as an accent to pop certain important information and add another level of information. We had a lot of positive comments that its minimal presence was a wise decision to make, because it drew the eyes immediately.

Challenges

Our main challenge was around reducing the huge amount of information that came with the original test. We combatted this through using card sorting, creating many iterations where we learnt to be more assertive, refining the text further and further. Overall, creating clearer typographic hierarchies and sections, realising that colour made a significant contribution to this factor. Preventing people from touching the result window also proved difficult, as it was mainly an affordance flaw with the product shape encouraging users to hold the stick there. We solved this through our warnings on the pouch, as well as a sticky splash guard to reinforce this. A similar issue that was combined with a flaw in the product was making sure users could distinguish the ‘control’ and ‘test’ regions on the test stick, so they could interpret their results more easily. We solved this through having labelled diagrams of the test sticks on the box and the pouch, and also adding ‘C’ for control and ‘T’ for test region on the interpretation diagrams. This was further matched on the actual product where we added the two letters, which we believe could have made the test sticks more understandable to use.

Please note: Ideally our final product would be printed on a textured stock but we had issues with the colour wearing off. In the future we would get this professionally printed to avoid this colour wear.

These images are a representation of the key stages of the changes and development that was applied to our redesign from original box to the final box. Overall, we had 3 main prototypes that were user-tested and shown in class (the middle boxes). However, throughout the various user testing stages we would also test certain aspects or sections of the informational layout/design.

The greatest developmental changes included changing the format of the ‘where to test’ information into two timelines/scenarios. This was because many of our users found the info difficult to interpret and understand. By creating a visual timeline and graph, people could dissect and categorise the scenarios for possible and most effective testing times easier.

The sharper sectioning of the different stages of using the rules have also helped to focus the eye on information relevant to that stage only. This has been aided by the fact that we have tried to be as concise as possible, the information on the box catering for the immediate actions the user would take at the time of the testing. By only including info that was most relevant to those stages, we were able to cut out a lot of repeating info and jargon that could be located in the leaflet inside the box. Through our user testing, we found that most people wouldn’t refer to the leaflet, unless they found a need for more detail that wasn’t located on the box.

Interestingly, we found the most positive feedback in reverting to our original colours, and using a red accent only sparingly on iconography or text that couldn’t be overlooked. Keeping the red minimal drew the eye and meant more for the user than if it was used more consistently and evenly along with our other colours.

Despite our efforts to make the warning not to touch the result window really clear, we found users would still touch the result window even if they had registered the warnings. We have out this down to an affordance issue with the product itself as the stick curves down by the window encouraging you to hold it there.

To combat this we added a sticky splashguard with an easy peel feature which adds another level of protection and further deters users from touching the result window.

Sarah, 21, has used a pregnancy test before
Scenario: Had unprotected sex 3 weeks ago, is on birth control.
We specifically want to find out if she can use the visual timeline and can find the information regarding the birth control in the leaflet.

Key takeaways

• Was confused about the medications referred to on the side, she assumed this referred to birth control where it actually refers to quite specific fertility medications. We should clarify this on the box to prevent people from making this assumption. 
• Understood the timeline easily, including the new gradient adjustment.
• Scand leaflet for birth control but did take some time. We should put this on the box as it is really important and two users have expressed concern around this.
• Felt confident that she didn’t need to look at the pouch instructions from what she had already read.
• She ore off the whole end of the pouch, not just the tab, which meant information on the back was lost and the secondary warning that was meant to be revealed was hidden. We need to make this interaction clearer. 
• Despite seeing the warning she still touched the membrane. We need to add another level of protection as this is more of an affordance issue with the product design as the curves encourage you to hold it over the membrane.
• When asked for feedback she was incredibly positive, for someone whose previous experiences with pregnancy tests where shrouded with stress and uncertainty, this felt like a much more appealing option. She liked the icons and found they made it easier to understand and engage with. She also said it was really approachable, clean and not too medical.

 

 

It looks really approachable… I’m not scared, I can do this and be ok.

Sarah

Kazi, male, has never seen a pregnancy test

Key takeaways

• Saw the warning of not to touch the window immediately.
• Calmly read through all the information.
• Engaged with opening the pouch in the intended way by tearing off the tab and seeing the warning for the time span.
• He did note that the motion to pull the tab could be made more obvious as he didn’t notice the arrows initially. We should make these bigger and maybe use red to pop them.

We have found that a lot of information gets missed or forgotten so are wanting to ensure information is seen when it is most immediate. There are two important warnings when using the test stick we want to put on the pouch to engage the user at the point of contact.

‘Do not touch or wet membrane’ warning

We have had so many users touch the membrane so have gone through a series of developments and user tests to find the most effective solution.

Some working iterations

We have found that there were still some tests where the membrane was touched so we decided to add a splash guard on the test window for yet another reminder. We have put this down to a design fault (affordance) with the actual stick shape encouraging the finger to be placed there as it curves down.

‘Use within one hour of opening seal’ warning

User tests showed that not everyone noticed the seal warning. To push it further we experimented with different design iterations and paper constructions to introduce a secondary reminder or bring greater emphasis.

We will proceed with user testing this to make sure it is engaged with correctly.

 

Iconography

We felt that the cautions section was letting the leaflet down and looked too wordy and unapproachable. None of the users we tested looked at it unless it was a last resort to find information, and when they did they always seemed slightly overwhelmed.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

We developed a set of icons to accompany the cautions to make them more engaging and approachable.

We also made the information more concise, adjusted the headings slightly following some confusion when testing. On the ’causes for error’ section we broke this down further into sections so it was clearer and easier to engage with. We also made a new section which listed substances which will not affect the test as we thought it deserved its own category.

Other changes on leaflet

• On the cover we adjusted order so that 99% accurate was at the top as users cared most about this, and deleted the sensitivity figures as no one we tested understood what it meant.
• On the getting ready to test section we removed the explanatory text and just had icons paired with text adjacent, this made the things you needed jump out at you and encouraged engagement.

  

• Added timer picture in the instructions, as users found this part stressful – the waiting game.

  

• Highlighted the positive results section in the pamphlet following a test where the user pointed out that all they cared about was seeing what a pregnant result looked like so that they knew immediately – regardless of whether it matched or not. By having a slight background the eye is immediately drawn to this section of the interpretations.

  

Our information re: When to test has come a long way from our first prototype. After feedback from user testing, we decided to display the info in a timeline as this was easier to dissect and understand.

Yoshi User Test: Male, 27, German

Never looked at a pregnancy test before, issue with language barrier

• The main takeaway with testing these timelines on Yoshi was that because English is not his first language, his ability to interpret and understand the timelines would provide us with valuable feedback.
• “You have sex and after 2 weeks you can test”. First timeline was straightforward
• Unsure about the second panel and what was meant by the “missed period” as well as having disregarded the increasing gradient. The language barrier affected Yoshi’s understanding of this timeline as there were more words to create connections with.
• However, when asked and provoked, made a more accurate interpretation of the timeline

Liam User Test: Male, 20

• Was confused about the arrows pointing in both directions, only need them for the direction going forward
• Also change the sperm movement so it aligns with the direction of the arrow – a subtle visual cue that can help immensely
• Interpreted both of the timelines accurately.
• Re: the Increasing gradient: said unprompted, “The line’s going up show it increases accuracy the longer you wait”.

David Sless: key takeaways

• Crucial to do as many user tests as possible on a variety of people – an optimum of 6
• If we want to use images, important to accompany with text as imagery/iconography cannot always be understood by themselves
• In leaflet, be more specific as to what we mean by ‘cautions’. Use headings that are less vague
• Currently have an inconsistent ‘voice’ for the double double weighting. Need to be wise and consistent about what parts of the text we choose to emphasise/bold
• ‘Potential for Error’ is broad and wordy, break down this heading into something more digestible and specific
• Words ‘potential’ and ‘medical’ are not useful and slightly redundant. Everything to do with our packaging is medical…
• The overview displayed on the front cover of leaflet looks too similar to and advertising scheme. Either take out of the box or create more hierarchy within the box with headings/key words
• Re-work hierarchy. 99% Accurate before info on sensitivity levels.

Klaus User Test: key takeaways

• Thicken the stroke of the pregnancy test diagram on the side of the box. Don’t be afraid to make it as obvious as we can, as the current line drawing is too faint and could be overlooked
• Reduce the size of the ‘Pharmacy Only’ text on the lid of the box so it is smaller, and include the branding and logo. Contextually, the ‘Clarity’ branding would be lost if the box was only visible from a birds eye view, and including the brand on the lid will help identify the product
• Switch the top flap so it is connected to the back of the box and opens from the back rather than the front
• Change the wording of ‘can test early’ to ‘early testing possible’ from timeline as confusing.
• If the importance of ‘not touching the membrane’ on the pouch must be emphasised, then explore more direct ways to do this. Currently not obvious enough. This could mean… the membrane of the diagram is highlighted; include iconography beside the label of ‘do not touch’ so more obvious; cutting a hole for where the membrane is and using transparent paper to directly show user
• Explore perforation of the seal of pouch, so it reveals and provides a secondary reminder for the user to ‘use within 1 hour of opening’ rather than just having the warning printed – two layers, removes part of the seal to reveal the warning
• Overall a huge improvement from the second prototype as it is more spacious, cut back from a lot of extra information that could be referred to inside the booklet, and ‘when to test’ information easier to understand with the timeline.

Fay User Test: key takeaways

Has used a pregnancy test before.

Scenario: Is wanting to get pregnant, had sex recently 16 days ago and needs to know if the product is right for her.

• Simple and clean use of typography, 3 tests and 3 steps seem easy to use
• Trusts intuition – probably fuelled by the fact that she has used one before
• Personally, doesn’t find the leaflet super necessary, however depends on what sort of person you are. Some might want to be super cautious and read every detail
• Slight confusion around the ‘missed period’ milestone and what it means to take the test around that time, is it redundant if the test falls in the other ‘sex/fertilisation’ timeline as well as within the 2 weeks mark?
• Do we need to put a heading above each timeline e.g. Early Phase vs Later Phase, to create an obvious difference between the two scenarios
• The cautionary ‘limit fluid’ could be stated as ‘no drinks’ instead to be clearer.
• For the invalid diagram in ‘invalid’ split into 2 so all scenarios are depicted as a matrix and are consistent in size. Can remove the text.
• Fay also touched the membrane, so we have to make that warning more obvious. Reiterate the need to put the type ‘C’ and ‘T’ around the result window on the product, as well as a clear tape to cover the membrane.
• Re: Instructions on the box, introduce a visual aid for the timing, such as a clock to provide another point of interest
• Swap the order of phrasing in Instruction 3
• Include more graphic iconography in the leaflet
• Include more hierarchy in the leaflet such as red accents
• Put texture on the absorbent tip diagrams to distinguish from the rest of the line drawing, by being subtle but also replicating the actual product. Having the dark shade on the absorbent tip is too confusing as it throws users off.
• EMPHASIS on the positive interpretation in the leaflet, as this is the diagram that will ultimately alter the user either in an expected or unexpected manner. Either put red accent or highlight the heading for it.
• Spot colour has been used wisely and not overdone. Keep this up.

Hannah User Test: key takeaways

Has used a pregnancy test before.

Scenario: Only had sex a couple of days ago and needs to know if she is eligible for the pregnancy tests, knowing that her period is a while away.

• Responded well to the timeline which was the aim of the first scenario. Decided not to test based on the info provided as her situation would have been too early.
• Re: Overview, include info on testing early as well?

Scenario: Is eligible to test, how to go about using the pregnancy test and following instructions?

• Was a little confused and more cautious having seen the instructions on 3 different touch points of the product – box, leaflet and pouch. Is the type of person who would read everything.
• Re: the pouch, read but overlooked the warning to not touch the membrane. Touched the membrane anyway, showing that this is a product fault and not us.
• Having done a pregnancy test before, user relies a lot on prior knowledge.
• Confused by the ‘can test early’ label on the timeline, would be more understandable if ‘testing effective’
• Information was easily accessible on box and leaflet

• 

Leaflet

The changes we made to our leaflet included reverting back to the purple colour scheme, incorporated the timeline in place of the text for test preparation, and also extra iconography and refinement of the diagrams.

We also went back to the initial concept with the leaflet cover page, to align it with the new style and keep it peeled back.

• 

Pouch

We hadn’t yet redesigned the pouch that held the test stick, and realised that it was a crucial touch point for the user’s user journey. Not only was the pouch important in reiterating some of the information such as the instructions that was already found on the box, but providing immediate cues that made more sense to be on the pouch than the box. This included the cautionary ‘Use within 1 hour of opening seal’ at the seal of the pouch, that would serve as an important reminder just as the user intended to use the device. The expiry date and the diagram of the test stick with the label showing where the membrane should be avoided was also a vital caution.

We wanted to keep the pouch as straightforward as possible in terms of information i.e. this is the stick and what to expect, and here is another run down of the instructions and interpretations as the chances of the user not having the box with them while they used the product was relatively likely.

To keep with the style of our packaging and ensure it still held a clean and elegant flavour, we followed through with the white stripe on one side of the pouch, but also for the interpretations section on the back as an effective way to distinguish and seperate info.