Heart attack recovery
Project Description
Heart Attack survivors had few places to go online to learn authoritative information about recovering. The organisation also knew they were dealing with three different types of survivors: ‘proactive’, ‘overconfident’ and ‘frozen’. Each had there own distinct needs and my job was to come up with a content plan and style that made sure content was easy to find online (SEO), navigate (UX design) and understand (copywriting and content design).
Visual learning
We used simple and clear interactive graphics to help people understand how the heart works, what happens during heart attacks and – most importantly – what the symptoms were. We chose simple sketch-like designs to tell stories.
We didn’t want to frighten ‘frozen’ survivors with realistic photo-like images. Working as a lead copywriter and creative onto the project, I developed plain language micro-copy to aid learning.
Three personas - one page template
We used one primary content page template designed to support the varying persons. This include a ‘page propose ‘ box with the copy and anchors to the most important content on the page and any pages with related content. We used a less-is-more plain language approach.
Straight talking
Overconfident survivors tend to think they’re fixed once they’ve had surgery. I set the tone literally by combining plain language with straight talking. The goal was to make sure they knew they were at risk of another heart attack – especially if they didn’t look after themselves.
Positive & practical
The proactive recoverers were the ideal state persona. I balanced straight talking with positivity, making it clear that they could live full and fulfilling lives after a heart attack. Deeper into the content we showed people how to eat, drink , live work and even have sex while looking after their hearts.