Service Design, Graphic Design

Kick It

To increase adoption of the HPV vaccination among teenage girls in Allegheny county in Pittsburgh.

Client: Allegheny County Health Department

My Role

UX researcher, Service Designer, Visual Designer


Nov 2016


5 weeks


Service Blueprint


Minrui Li, Tammy Tarng


Adobe Illustrator
Adobe InDesign
Adobe Photoshop


Andrew Twigg


Allegheny County Health Department (ACHD)

I learned

Quick and dirty prototypes


In 51-611, our team was commissioned by Allegheny County Health Department (ACHD) to increase adoption of the HPV vaccination in Allegheny county. We selected teenage girls as our target users and designed a service and several touch points in a visual communication system for them.

The Problem

We chose teenage girls as our target users because 11-13 years old is best immunization age.
According to our research, only 40% teenage girls get vaccinated in Pittsburgh. What obstacles do they have to get vaccinated? We introduced Mandy, a 12-year-old girl, and drew the problem scenario and activity scenario from her perspective. 
Then we synthesized 2 problems.

Mindset: Current information flow brings myth

Some parents and kids don't take HPV vaccination seriously, a lot of kids even don't know it. We analyzed the traditional information flow, found parents have an intermediary role between the health department (ACHD & Hospital) and teenagers. And the myths are:

Action: It's not convenient to take vaccination

Compare to location, time is a more important issue: 3 doses are required over 6 months, which is a long time span. Busy parents and innocent kids easily forget to take the other doses.


So we brainstormed from the 2 perspectives: mindset and action.

Mindset: brings kids to the center

For the mindset part, we want to smooth the information flow and form a good atmosphere. Current information flow actually puts parents in the center, while we introduced a new flow map and bring teenagers (the vaccine recipients) to the center.

For teenagers, parents are no longer the only information source. They also influenced by friends and idol, as well as social media. To form a good atmosphere for teenagers, we need to consider all stakeholders and design different touch points.

Action: Vaccine season

For the action part, we introduced a vaccine season, which provides specific locations and time for kids to get vaccinated. We also let nurses remind parents of other doses.

Different touchpoints

ACHD - kids

Kids like simple and plain words, interesting touch points. So we introduced:

They are at the age when they want a letter but never received one.

Pretty band-aids and other gift badges
These can make vaccination a cool thing!

Parents - kids

A pair of letters
One for kids and one for parents. They look similar but we tweaked layout, color, content, and tone. We hope this can kick a conversation between parents and kids.

Social Media- kids

Snapshot/Instagram filter
KOLs can use their influence and empower teenagers.

Kids- kids

Pretty band-aids and other gift badges
These can make vaccination a cool thing!
In the summer/early autumn, pretty band-aids are exposed to the air and easily draw attention from girls.

How they work together

We designed a service blueprint to illustrate how stakeholders and touch points work together.:
With new information workflow and vaccine season, this service will finally empower teenage girls to take decisions and protect themselves, so as to increase the HPV vaccination rate in Pittsburgh.


We are thinking this "Kick It" campaign could extend to organizations and influencers that are likely to incorporate boys. Famous Pittsburgh athletes to advocate for this; boys are so influenced by this. This visual system is also suitable for teenage boys.

Reflection & Takeaways

During the 5 weeks, we made 3 huge shifts on touch points. We made quick and dirty prototypes at a very early stage and ask feedback from our clients, which helped us quickly iterated on our design.

Using prototypes helped us do better user testing, get more concrete comments, and found limits at an early stage.

Sufficient communication between designers and clients also helped us dig deep into the problem and polish the solution.