• 

Changes from prototype 2

After reviewing and discussing the feedback we received from our user tests and Klaus, we realised there was still a lot to improve on. The fact that our packaging had taken an alternative style didn’t make the information easier to understand. It was crucial that we were more ruthless with our decisions, and removed information that didn’t need to be on the outside of the box if it could be stated on the leaflet, as well as paraphrasing the copy so it got straight to the point and gave the user the most immediate advice, notes and actions. Displaying the information ‘when to test’ through a diagram/timeline would also be a crucial development.

Cover

Klaus made a good point about not having to see the device and product, especially if already had a diagram of it on the side of the box. What if there was a way we could still convey the use and message of our product, without explicitly saying it? We removed the diagram of the pregnancy test, to a subtle and simplistic form of the uterus, putting emphasis on the ovaries as that is where all the magic essentially happens, but in a nuanced way.

Colour

We also reverted back to the purple colour and removed the gradient, as we received lots of positive feedback where most of our user testers preferred the soothing, gender neutral, yet clean and medical connotations of purple.

Side Panel

The overview and cautions panel still contained too much information, and needed to be reduced so it wasn’t information overload. It was important the packaging had enough breathing room, which would not only benefit the design and layout, but also how the users approached it copy they needed to know most. By being strict on only showing the most important facts and cautions the user is not bombarded with text and are advised to look up further information inside the leaflet on the box if they choose to do so.

Even though the little drops and cross icons provided a point of difference and interest in our second prototype, we decided to utilise the ‘plus’ symbols instead as we used them on our cover and it would be better to keep the consistency across the box. It also aligned with being a ‘medical product’ more effectively.

Timeline

Our most important change from the second prototype was incorporated a timeline to display the ‘when to test’ information. This was because the majority of our user tests struggled to understand the meaning on the information and was still confused on when they should best test. By dissecting the info and laying it out visually, we would hope this would enable the users to understand it more successfully. The information discusses 2 different approaches to testing – after sex/fertilisation and also around the missed period. Without the timeline, this information always felt contradictory. We noticed that it was going to be crucial to portray these 2 different approaches on seperate timelines as it emphasised a different user journey.

Reduce and Emphasise

Just like the side panel, we had to be ruthless and straight to the point with the body copy. We took out unnecessary words that didn’t actually need be there which in turn, made the instructions and interpretations less overwhelming for the user and also didn’t overbear the diagrams but complemented them instead. This also created more space so the text and diagrams weren’t squished in.

• 

• 

There was a lot of confusion as to at what point the test can be used, especially regarding early testing (before the missed period). We created a visual timeline to clarify this:

• Change of 13-16 days to two weeks, less complicated to work out (checked online and two weeks is the standard time).
• Two separate diagrams as trying to do it one timeline is confusing – seeing as the times could overlap. There are two milestones, the time of fertilisation and the time of the missed period that have to be considered separately.

Key Takeaways:

User test:
Tim P.
Scenario: Buying test for legally blind girl he has been seeing, 25 years of age. Both stressed.

• Needs a brief synopsis of how easy it is, something to reassure you. E.g. ‘under 2 minutes’ ‘3 easy steps’ maybe bring back in old ‘fast, easy, accurate’
• Instructive diagrams too low contrast with the white keyline on orange – disappears into background – increase stroke width and image size.
• “Clarity test sticks” in the instructions confusing as noun, did not realise that Clarity was the brand – could reduce to just test sticks.
• Numbers in terms of when in the menstrual cycle you can take the test too confusing, user felt like they had to do maths and felt stressed – introduce a visual element such as a timeline to visually show this.
• Improvement in awareness regarding using first morning urine in comparison to first prototype.
• The two ways to use the stick is still unclear, user only realised after reading further – shift layout so the hierarchy is equal, go horizontally aligned.
• Too much information accompanying instructive pictures, felt that the information not in bold was unnecessary – move less imminent information into the leaflet, leaving only the absolute essentials, discuss the ‘assume results are correct/confirm with doctor’ first rather than with each point. Really work out the immediate information needed versus the tertiary information.
• Do not touch membrane needs to be clearer – a lot of potential lies in designing the pouch – we could include cautions that you have to interact with such as a ‘do not use if pouch has been open more than an hour’ by the top, and a clear diagram showing not to touch the membrane so you see this before opening.
• Did not see the diagram on the side of the box, which is important as it highlights the control and test regions – perhaps look at moving it to the back.
• Overall feels too complicated, too wordy.

User test:
Tim T.
Scenario: Buying test for legally blind girl he has been seeing, early 20’s.

• Gets stressed and confused about the ‘ovulation .. 6 days after sex’, interpreted it as when the test could be taken then doubted self, then googled ovulation – do we even need this piece of text? Not essential and could get misread with the other timing information. Perhaps pamphlet could have glossary, but this is also just more info/another step.
• Easily understands test prep, big improvement.
• A little confused about the a or b as well – adjust layout to create equal hierarchy between the two.
• Was scared he would touch absorbent tip, and then realised it had a cap on – maybe we need to include the cap in illustrations to reduce this fear.
• Felt ok about invalid response due to understanding the test was not taken in ideal conditions.
• Suggested exploring removing info from the box/make it more sparse to push people towards the leaflet.
• Felt instructions were too much, a lot is already self explanatory.

Notes from chatting to Klaus:

• Don’t actually show the product – can we use something more abstract/related to pregnancy that isn’t the stick. E.g. Ovaries, tubes…
• Use recognisable symbols.
• Think about context, is it a secret, a good surprise or a bad surprise.
• Work with the stick design- does it have a splash guard, are the interpretations on the stick?

Changes from prototype 1

Box:

•  Cover:
  • Tried to make it more engaging/dynamic through the gradient, more scale, vertical type and more vibrant colour.
  • Made ‘pregnancy test’ bigger and bolder so it becomes more identifiable.
• Back with instructions:
  • Distilled information about when the test can be taken so it is shorter and more digestible
  • Added full bleed colour lines to break up sections clearly.
  • Distilled text to be shorter and clearer.
  • Added bold into the text to emphasise key things.
  • Made the ‘or’ more obvious to differentiate choice between peeing on the stick or in a cup.
  • Made the numbers bigger and bolder for more clarity of steps.
• Cautions:
  • Refined to most important things to be aware of.
  • Added tonal element to differentiate cautions from the overview.
  • Used X’s so that the risk is emphasised more.
• Overview:
  • Used droplets for the bullets for aesthetic appeal.

Leaflet:

•  Aesthetics:
  • Colours and gradient carried over from the box.
  • Addition of bold into body text to highlight key information.
• Shortened information in some areas for clarity, and removed unnecessary information such as the very complex science – this can rather be found online.
• Added some iconography to highlight important things such as first-morning urine or too limit fluid before testing.
• Changed folding form as the last prototype was too confusing. This is now a simple accordion fold with instructions on one side and cautions on the other.

 

Kiri user test, female, has never used a pregnancy test

Natasha user test, female, has never used a pregnancy test

Briar, user test, female, has used a pregnancy test
Liam, user test, male, has never used a pregnancy test

Key takeaways

Kiri, female, 20, has never used a pregnancy test.

• Assumed she could take the test a few days after sex, which is incorrect and would yield inaccurate results. We need to make the ‘when to test’ more obvious.
• Thought that the test options (pee on stick vs. in cup) where chronological rather than an either/or. We need to emphasize the ‘or’.
• Opened leaflet back to front. Change fold format – too confusing and only makes sense if opened correctly unless important information is omitted.
• Confusion around the pill, she thought she would have to stop taking it for the test to work. We need to clarify this in cautions.
• Disregarded pamphlet, felt it was too wordy and stressful. We need to condense and make the pamphlet less information dense. 
• Was drawn to free calls to speak to an anonymous lady. We need to consider the positioning more, bring more emphasis.
• Was confused around some of the jargon such as ovulation and cycles. Could we add a glossary? Or use more understandable language.
• Struggled to read interpretation copy. Need to up the point size. 
• Thought that the timer was included and not required.

Natasha, female, 21, has never used a pregnancy test.
Scenario: Before bed.

• Trusted prior knowledge, assumed you could use at night. We need to make the ‘use first-morning urine’ much more obvious. 
• Testing early section confused with this detail. We need to clarify what testing early means, or reword. 

Brooke, female, 23, has used a pregnancy test.
Scenario: Morning, give to a lactating person.

• Would give it to the person because it doesn’t say you can’t. We need to clarify this.

Briar, female, 21, has used a pregnancy test.
Scenario: Test comes out invalid.

•  Overwhelmed by everything in one colour. We need to try bring in tones.
• Thought timer was included due to pamphlet. Need to change how we present this.
• Interpretations too small. Need to up the point size. 
• Invalid result, felt something was wrong with her, would do another one. We should clarify this further. 

Liam, male, 20, has never used or seen a pregnancy test.
Scenario: Buying the test for his blind one night stand, afternoon, invalid result.

• Didn’t recognise it was a pregnancy test as hadn’t seen a stick before. We should emphasise the word pregnancy as text is too light.
• Liked lavender colour hinted at feminine qualities.
• Reads box and ignores pamphlet. We need to consider what information goes where and not rely on the pamphlet.
• Touched absorbent tip, discards because he is scared he ruined it We need to clarify whether this is an issue.
• Thought that the test options (pee on stick vs. in cup) where chronological rather than an either/or. We need to emphasize the ‘or’.
• Didn’t know what a membrane was. Reword to ‘result window’.
• Wasn’t prepared with a timer. Need to emphasize need for having a timer on hand. 
• Diagram alignment versus alignment when on the table. Rotate interpretation diagrams as most users placed test in this way. 
• Unclear on control and test region. We need to label these!
• Invalid result – prompted him to look at pamphlet which eased concern. Can we skip this step by clarifying earlier, on the box or pouch?

 

• 

• 

• 

• 

• 

• 

This is our first packaging prototype. We tried to limit the creative direction so were mainly focusing on how the layout was positioned. After the card sorting activity, a lot of the information had to be distilled and paraphrased. The box is an example of further distillation of the information so it could fit on the small real estate.

We spent a lot of time figuring out what we thought was the most important information, and struggled with deciding how much of the overview/scientific information about contextual settings (when, where, why and how pregnancy occurs) was suited. In the end, we thought that it would be better to put what we thought was summarised context and see how our peers reacted to the information. With the feedback we could then go from there and perhaps cut back on certain facts and figures.

Overall, we are happy with our first prototype. It feels clean and a lot clearer than the initial product we are reformatting. The one colour palette and diagram imagery adds a field of legitimacy but not so clinical that it wasn’t offputing.

• 

•