Cultural humility encourages a clear and tangible process of understanding personal and systemic biases that contribute to unsafe and inequitable treatment of Indigenous and First Nations people in the BC health system. Out of the many key drivers for change, this project is focused on addressing the personal and systemic attitudes/stereotypes that combine to cause the mis-treatment of First Nations people by medical practitioners and others in the healthcare system.
The #Itstartswithme Campaign was a successful online pledge campaign launched by the FHNA. Hootsuite was the platform that was used to aggregate photo pledges. The official campaign has been discontinued, the hootsuite campaign page is up and running and is linked in the Cultural Humility section of the FHNA website.
By conducting UX thinking within the team, all team members were involved in the UX design thinking process to draft out the potential users. Each user persona has been given a name, age, occupation, personal attributes, goals, and concerns. After ideation based on information and feedback given in client meetings, the team shared their imagined potential users with each other. After discussing the draft user personas, the team chose three of the most reasonable user personas and fine-tuned these personas where applicable.
The team set up a standard to identify the users’ interest and knowledge level. Given that the FNHA identified their users as already being highly interested in Cultural Humility, each user was given a High Interest Level. It was then decided that the most appropriate way of differentiating users in order to create user engagement was to categorize them in terms of their prior knowledge regarding Cultural Humility, or their Cultural Humility (CH) Level. With this differentiator in mind, we were able to better determine which personas we could expect to visit the landing experience and how we could cater to these target users.
Primary: Healthcare professionals with a high interest level in learning more about Cultural Humility who are interested in taking action to effect positive change.
Secondary: Workers in healthcare and healthcare-adjacent industries, such as medical college staff, students, and support staff.
From our research we have articulated strategic insights that will act as key pillars to drive design and implementation on the Cultural Humility landing and pledge experience.
The team followed the journey for all three potential users, mapping out one of their regular days. Their user journeys included the following points:
These questions helped guide us to understand who the target users would be and help inform us of what information would be necessary in order to capture and maintain the attention of potential pledgees.
The Cultural Humility website reinforces the need for safe healthcare practices and attitudes among practitioners in BC. Our target audience all have strong interest levels in learning about Cultural Humility. Our platform is designed to convert curiosity to participation through a 3 step strategic communication approach.
1. Capture interest by creating an emotional connection
By using storytelling tools and real-life examples, we foster a sense of empathy in the user. This acts as a hook for them to take action and effect positive change. All our content is structured towards forming this connection and bringing the user emotionally closer to the cause.
2. Streamlined pledge pathway
Once we have the users’ emotional investment in the cause, we give them a tangible way to take action and show their support by taking/signing a pledge. The act of pledging affirms the users' commitment to the cause and their willingness to better themselves. The pledges themselves are valuable as content pieces and measurable data.
3. Follow up with a clear action plan
On taking a pledge, users become active participants in their own learning. By following up with them and providing clear actionable pathways on how to continue their learning, we drive them to take action themselves and share their learning in the healthcare community. In this way, we can facilitate long-term continual commitment to users’ lifelong journey of becoming culturally humble and eventually have a real and positive impact on cultural safety.
Visual Design Process
Goal: Promote cultural humility and safety throughout the health system
Objectives: Get more healthcare practitioners to take their first step on a journey of lifelong learning of cultural humility and safe health practices.
Strategy: Setting up a web landing experience as a central hub for the cultural humility campaign. Provide a seamless and valuable experience that generates long term commitment to being a lifelong learner
In order to translating our Three-Step communication strategy into design, we ensured that the content was designed accordingly. We kept the website simple with a three-part navigation. The landing page has 3 different sections that take the user through the entire journey from acknowledging the problem to pledging.
We brainstormed on the idea of how to visually communicate that taking a pledge is the first step in a lifelong journey of cultural humility. By providing three different moldboards to our clients, we were able to gain the feedback as well as understand their preference. In terms of the chosen style, we used the visual concept of a journey to tie the whole website together. We also used bright and vivid landscape imagery to communicate the importance of a relationship with nature for First Nations people. It also represents the land we live in.