Despite being the second leading cause of cancer-related deaths in the U.S., colon cancer remains widely under-discussed, misunderstood, and under-screened, especially among younger adults and historically underserved communities. Cultural stigma, fear, lack of awareness, and misinformation prevent people from taking action—despite the fact that colon cancer is one of the most preventable and treatable forms of cancer if caught early.
To overcome these barriers, we designed a digital experience that is not only educational and trustworthy, but also bold, engaging, and stigma-breaking. It aimed to motivate users in taking preventive action, while making colon cancer screening feel approachable, urgent, and even shareable—particularly for mobile-first, socially driven audiences.
Through interviews with participants, clients and stakeholders, we gathered valuable insights to better understand and empathize with the needs of our target audience. This allowed us to dive deeper into defining the project's challenges.
The Hesitant Middle-Aged Male
Name: Victor Ramirez,
Age: 51
Background: Bilingual Latino
Health Mindset: Avoidant: goes to doctor when needed
Tech Habits: Primarily uses smartphone
Goals & Motivations:
• Stay healthy for his kids and continue working
• Avoid invasive procedures if possible
• Get health info in Spanish or simplified English
Needs from the Site:
• Mobile-friendly navigation with large tap targets
• Bilingual content and simple visual explanations of tests
• Clear breakdown of non-invasive screening options
The Caregiver Connector
Name: Ruth Lin,
Age: 44
Background: Chinese-American
Health Mindset: Preventive; involved in family health decisions
Tech Habits: Desktop for research; uses Facebook and WhatsApp
Goals & Motivations:
• Learn what screenings are appropriate
• Advocate for preventive care within her community
• Share medically accurate information
Needs from the Site:
• Education tools and screening timelines
• Downloadable or printable resources she can share
• Culturally inclusive and trustworthy content
The Digital Native Skeptic
Name: DeShawn Walker
Age: 33
Background: Black, single
Health Mindset: Health-conscious but skeptical institutions
Tech Habits: Always online—YouTube, Reddit, Twitter, podcasts
Goals & Motivations:
• Support causes that reflect authenticity and real stories
• Make informed decisions without being preached to
• Stay ahead of trends in lifestyle, wellness, and activism
Needs from the Site:
• Honest, humorous, and non-clinical tone of voice
• Unfiltered stories from real people, not just celebrities
• Engaging short-form video and interactive tools like quizzes
The Underserved Patient Advocate
Name: Maria Espinoza
Age: 39
Background: Immigrant, uninsured, speaks mostly Spanish
Health Mindset: Wants to be proactive, but limited by time
Tech Habits: Uses phone for WhatsApp, Facebook
Goals & Motivations:
• Get affordable or free screenings
• Understand health risks in her native language
• Help others in her community learn and seek care
Needs from the Site:
• Access to resources like the Health Equity Fund
• Information on free test kits or community clinics
• Easy-to-navigate site in Spanish with local resources
Our team went through the process of rapidly visualizing, testing and refining thoughts and ideas before the development process. Below is a glimpse of how we defined our vision of the user's journey through the app by highlighting decision points, loops and any potential friction areas.
To help the team determine the priority of information, I designed the placement and layout of content in wireframe form which allowed for rapid iteration, feedback and discussions.
Once approved, I developed the wireframes into a working prototype to help simulate user interaction with the product and address any potential pain points discovered throughout the early stages.
Utilizing bold visuals, vibrant colors, and celebrity-driven content, the mobile-first, modern, and modular website is designed is to to help destigmatize colon cancer and drive awareness while balancing humor with urgency.
With bold typography, playful imagery, and high-contrast visuals, it simplifies serious health messaging for a wide audience. The site’s tone is unapologetic and engaging, turning awkward conversations into viral, action-driven moments—all while promoting screening, education, and health equity through a user-friendly, emotionally resonant digital experience.
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