Applying a 5-Stage, Mobile-First Approach to Web Design to Reach Teen Girls

Background: Teens are savvy web users. Nearly 75% of teens have or have access to a smartphone (Pew, 2015), and 94% of these teens go online daily or more often (Pew, 2015). Girlshealth.gov has observed a similar trend among users. In 2012, only 33% of users viewed the site on a mobile device. By 2013, this number increased to 43%. It grew to 72% in 2014, and 73% in 2015. These shifts in mobile usage need to be considered when developing online content for this audience. Thoughtful mobile-first approaches to website design, content, and user experience is imperative.

Program background: With 2.7 million visitors in 2015, girlshealth.gov is the only federal online resource providing reliable and robust health information specifically for 10- to 16-year-old girls. In spring 2015, OWH explored ways to enhance girlshealth.gov to better appeal to its target audience. OWH conducted quantitative and qualitative research in 2015 with 14- and 15-year-old girls. Based on this research, OWH launched a 5-stage, mobile-first approach to the website design, with several web-based research activities with the target audience planned throughout. In 2017, we expect to launch a new girlshealth.gov that girls will look to as a trusted resource they want to engage with. In general, the new approach includes the following:

1. Content audit and site map development—including a web-based card sorting exercise with the target audience.
2. Copy development, mobile wireframes, and branding (style tiles)—all tested with the target audience.
3. Mobile design and desktop wireframes.
4. Desktop design and refined deliverables.
5. Development and launch, with continued evaluation and maintenance.

Evaluation Methods and Results: Formative research provided a solid foundation for the redesign process, revealing thoughts and preferences in terms of self-perception, messaging, design, and functionality. From this, we established our web design goal: to find a balance between the designs of adult health sites and a health site geared toward teen girls. Using web-based research tools, a new focus group of racially, ethnically, and geographically diverse 14- to 15-year-old girls will meet to provide feedback throughout the process. The resulting data are then carefully analyzed and used to inform and refine our branding and website designs. Results from the card sort, branding, and mobile wireframe focus groups will be available for presentation at NCHCMM.

Conclusions: By employing web best practices and listening to the target audience to learn about their information-seeking behavior, we are able to adapt our content and approach to best reach teen girls with health information. Taking a mobile-first approach that is fueled by research will ensure increased and improved usage. Girls will consider girlshealth.gov a credible source of health information that is written and designed for them.

Implications for research and/or practice: This session will leave participants with a better understanding of using a mobile-first approach to web design when targeting teen girls, and the importance of continued audience research in developing websites. Participants will also learn how to use our 5-stage, mobile-first approach to web design.