Category: Uncategorized

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This is the accompanying leaflet that was redesigned alongside the box. An important factor that fed into the redesign was to cut out duplication of information (which we found to be true of the previous product) and to space the info so it followed what we considered as an a credible user path. By categorising the info under certain sections, this would mean the user didn’t have to search too long for what they were looking for, and could head straight to the section required.

User path on leaflet: title/overview –> test preparation –> cautions –> test steps –> interpretation –> potential for error –> cross reactivity

A lot of thought was placed into the physical handling of the leaflet and how best the sequential placement of information could benefit the user’s journey when using the product. We tested with different paper folding techniques such as an accordion fold, a Z fold, a parallel fold and eventually decided to use a single open gate fold, so the user had the experience of opening the leaflet in a more engaging manner but also so the information inside such as the instructions and steps could be grouped visually together.

Taking all the information from the original packaging:

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Revised information (after removing repetitive elements and unnecessary information)

Information organised into a hierachy 

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What we found:

We found a huge amount of repetition and double ups, as well as inconsistency in the placement of information. We also found a lot of confusion surrounding the time in your cycle when the test will be effective with the current instructions referring it to it a few times in different areas with slightly different information (e.g. 13-16 days after fertilisation, 3 days before period, 1 day after period, 1 week after period).

How we responded:

• Breaking instruction down into 3 distinct sections: preparation, timing, steps and interpretation.
• Adding the timing section as it is quite confusing as to at what point in your cycle the test can be done, as well as early testing details.
• Referring to the actual testing device as ‘test stick’ to be clearer than ‘midstream’, as ‘midstream’ sounds like a verb/action rather than the actual test stuck. 
• We are unsure whether to keep the complex science information, but decided we would user test and see if will be was relevant to people.

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Inpsired by the likes of Ecostore, Only Good and Mebo designs etc, we were definitely more drawn to the simplistic, cleaner and 2 toned packaging designs. By having a fresh and not overtly female look (but enough to be feminine as well as medical) this would ensure it didn’t divert from the crucial information we needed to share with the users.

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The EasyCheck Pregnancy Test that we are redesigning fits all too well into the category of branding that don’t seem desirable to us – content wise as well as aesthetically. However, some of the products that did stick out for us aligned with certain aspects that we would like to incorporate into ours. This included having an adequate amount of breathing space, simple 2/3 colour use and simple steps and diagrams.

We noticed that laying out the information well, should be a contributing factor for instilling a soothing and comforting emotive response in combatting whatever stressful or heavy circumstance that user was feeling at the time of using the product. There should be a tension that that the effectiveness of the rebrand lies upon, that is comfortable to follow and look at, as well as feeling legitimate and reliable enough as a medical device that could potentially alter the user’s life for the good or the bad.

Possible Names

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Coinciding with the soothing, comforting and general enormity of the situation users find themselves in when presented with the fact that they have to take a pregnancy test, we thought it necessary that a different name would be better suited to the integrity of the product than ‘EasyCheck Pregnancy Test’.

After brainstorming and contextualising on existing names and potential ones, ‘Clarity’ stood out to us because it responded with the brief of clarifying the information so it was most relevant to the immediacy of the product in all situations. The name ‘Clarity’ also resonates with what the pregnancy test essentially provides, which is clarity on the situation. Is it a yes or a no? Am I pregnant or not? By accompanying the new brand name ‘Clarity’ with the slogan, ‘Your reliable pregnancy test’ we are further acknowledging what the product is and providing a secondary layer of reassurance. A pregnancy test to provide the most accurate and reliable answers, a product you can trust.

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The EasyCheck pregnancy test is the product that we are redesigning the informational layout for. Along with our peer reviews, we found that the informational hierarchy for the box itself was sufficient enough, but it was the complemented information leaflets that were overwhelmed with information. Combined with the strange emotive imagery, the packaging of this particular pregnancy test could be designed so it is more inviting, and understandable.

Our call for action.

There is a clear need for a reduction of unnecessary or duplication of info, and a hierarchical adjustment that gives the user the required and immediate information straight away, rather than having to spend valuable time searching for it.

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Before we start redesigning our product we want to have a look at existing products that are already out on the market. This is so we could get an idea of how other brands position themselves and lay out information that they consider most important and immediate for the user. As well as the amount of content they choose to display, what words they emphasis, why, and how this flavour combination with style overall, engages the user.

We saw similarities across the different products we found online, where some resonated resoundingly to the product we are redesigning for. This included the use of the pink/blue colours that created gender divisions prevalent in many products that either market to males or females. Lots of words with double meanings and references to the ‘self’ or ‘testing’ and ‘choices’ and ‘signs’ were also noted.

From our research, we didn’t find a pregnancy test that felt attractive, engaging and comfortable to use and buy, from two 21 year olds female perspective. We realised that an informative yet enticing product needed to be indicative of a product designed for female use, without be overtly and so blazingly so. It also needs to support the user with enough relevant info that is clear and easy to understand.

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Further contextual research has identified how other brands have decided to show pregnancy test instructional leaflets. We didn’t find any of them helpful or useful, as they were all bombarded with information, that due to the sheer amount of copy felt indecipherable and too overwhelming to follow. There was little hierarchy so a lot of the crucial information sat on the same plane as information that perhaps wasn’t as necessary. There was also little colour and thought the diagrams were simple enough to follow, albiet bland.

Buy looking at these exemplars, it was important for us to make sure we didn’t overwhelm the user with too much information or repeated it so just to fill space. Hierarchy and clear sectioning, as well as a consistent use of colour such as a spot colour will be key.

Ordered from educational design to data visualisation.

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. This particular pregnancy test is called ‘EasyCheck Pregnancy Test’.

Upon relating a questionnaire to some of our peers, the overly-complex information layout on and inside the box confirmed our doubts on this product. Pregnancy tests are a single use products that could potentially alter the life of the individual forever. We see the significance of a pregnancy test for the emotive responses it affords, as well as the stigma that is sometimes attached to it – depending on the generation and circumstance of the user.

Our aim with this redesign is to not only promote more clarity with the instructions of using this product, but also the overall flavour and emotional tendencies associated with it.