back to all projects
Marketing strategy · campaign website
Designed and delivered a vaccine awareness website in two months, driving a 40% increase in sales and enabling new third-party partnerships.
summary
As the UX design lead and researcher, I was tasked with creating a digital experience to help healthcare consumers better understand HPV and feel more confident in their decision to get vaccinated. The challenge was the timeline: the campaign needed to launch quickly, leaving limited time for traditional research and design cycles.
Rather than following a lengthy discovery process, I introduced a pressure-cooker-style design sprint approach that brought research, strategy, design, and development together in an accelerated workflow. I worked closely with cross-functional teams to map the broader healthcare ecosystem, identify opportunities beyond the website, and develop a campaign strategy grounded in user needs.
The result: a vaccine awareness platform launched within a highly compressed timeframe, supported by new partnerships with external organizations and a clearer pathway for consumers to connect with clinics for consultations. The campaign strengthened credibility among healthcare audiences and contributed to a 40% increase in vaccine sales.
Through this project, I demonstrated how rapid, collaborative UX practices can help teams move from insight to impact while balancing user needs, business goals, and public health objectives.
Client
Pharmaceutical company marketing team
Customer
Healthcare consumers
Role
UX Researcher - Workshop Facilitator - UX Designer
Year
2021
Website
samentegenhpv.nl
Context
Increase private market sales
Building momentum toward vaccine inclusion in the Rijksvaccinatieprogramma
Develop a vaccine awareness website that helps healthcare consumers better understand HPV and feel more confident in their decision to get vaccinated.
To support the inclusion of the vaccine in the Rijksvaccinatieprogramma, the campaign needed to launch quickly to build awareness and confidence among HCPs. By influencing HCP perspectives and encouraging advocacy, the campaign aimed to create momentum among key decision-makers.
approach
We successfully aligned with the business team to bring the project in-house, ensuring the website was developed with clear objectives, shared ownership, and a strong foundation of user insights.
To accelerate delivery, I introduced a pressure-cooker-style design sprint approach that brought research, strategy, design, and development together in a highly focused workflow. This enabled the team to move rapidly from insights to implementation while maintaining alignment between user needs and business goals.
2 weeks
Stakeholder alignment
2 weeks
User research
1 day
Design studio
1 & 1/2 months
Agile development
1 week
User testing & Data setup
Research
The entire team contributed to user research, accelerating the process and helping build a shared understanding of user needs
Target group selection: Ability to pay was identified as the strongest factor influencing vaccine uptake and sales potential.
Relevant
Trustworthy
Urgent
Willing to reach out
testing & Optimization
User testing
Data analytics
Impact
Achieved 52% increase of sales in 4 months
Secure 8+ partnerships
Testimonial
"Due to your efforts and our in house capabilities, we have learned and experimented a lot and we will be able to speed up processes in the near future with regards to new campaigns! So again thank you."
Franchise lead
back to all projects