Thread by @RohanIrvine

Next up is Rawan Tayeb, UX Research Manager at Reach out.

How design research helped change hearts and minds.
#dr19

RaachOut found 80% of the people who used their app were in high distress which meant they needed to focus on reaching people earlier on.

They prepared their participants for the session by creating a collage & using friendship networks as that's the first place they usually go to share.

Comparing the collage to what they shared in the group was insightful. It was different individually than to what they shared with friends.

We know it can be hard for young people to open up about their feelings. ReachOut use projection activities so they don't need to open up about themselves.

When life is crappy for your people, it's really crappy. It's reflective of the users who use ReachOut.

Another method ReachOut use is visual mapping of issues.

Picture with more context from the visual mapping.

Young people aren't really open to support until they're in the red stages. They did the same activity with older teenagers and they were more comfortable with support during the yellow stages.

This research helped redefine the problem space:
They went to a creative agency for ideas they could trial.

Before they went into testing they made lower fidelity copies of the concepts so their audience would talk about the concept and not critique the execution.

They did the research online and anonymous so they could get honest feedback.

Young people told ReachOut they were sick of adults framing their conversations, so they handed the reigns over to them to direct and changed the approach the topic in general.

They let young people come in and just talk about life, home life, school life and they were authentic representations of their lives.

We're seeing the videos now: Honestly it's like a really chill conversation about some tough home lives, really great campaign.

They took the concepts back into testing.

Of the people who remembered the campaign 88% found it useful and 33% used ReachOut and they engage much higher than others.

@threadreaderapp unroll please!