267898 Investing in usability testing to create dynamic educational materials for minority audiences: The story of the Anyone Can Get Skin Cancer brochure

Tuesday, October 30, 2012

Amanda Kraiger, MHS , Feinstein Kean Healthcare Contractor, Communications Coordination and Planning Branch,Office of Communications and Education, National Cancer Institute, Bethesda, MD
Silvia Inez Salazar, MPA , Office of Market Research and Evaluation, Office of Communications and Education, National Cancer Institute, Bethesda, MD
Saloni Nayar, MPH , Office of Communications and Special Initiatives, Division of Cancer Epidemiology and Genetics, National Cancer Institute, Bethesda, MD
Jennifer K. Loukissas, MPP , Office of Communications and Special Initiatives, Division of Cancer Epidemiology and Genetics, National Cancer Institute, Bethesda, MD
Porcia B. Love, MD , Department of Dermatology, Duke University Medical Center, Durham, NC
Mary C. Fraser, RN, MA , Contractor, Genetic Epidemiology Branch, Division of Cancer Epidemiology and Genetics, National Cancer Institute, Bethesda, MD
Margaret A. Tucker, MD , Human Genetics Program, Division of Cancer Epidemiology and Genetics, National Cancer Institute, Bethesda, MD
In the United States, skin cancer, while less common among people with darker skin, is often detected at later or advanced stages. The National Cancer Institute (NCI) developed the Anyone Can Get Skin Cancer brochure to raise awareness of the risk for skin cancer among people with darker skin and to dispel the belief that only people with light skin are at risk for skin cancer. The brochure, which highlights the risk factors, prevention behaviors, and early detection of skin cancer, was designed for and tested among minority audiences. NCI conducted formative evaluation through usability testing to identify potential problems that could prevent end-users from reading or understanding the material. NCI led two rounds of usability testing for the brochure with a total of 18 participants drawn from the target audiences, including general participants representing different minorities, physicians, and advocates. Participants were recruited based on their internet access, web experience, and expected use of these materials in traditional and online settings. Participants validated that the text was simple and easy to understand. Their feedback influenced significant changes to the graphics and layout, making them more appealing to the user. Testing revealed the title of the brochure influenced participants' perception of self/user as the target audience. Usability testing confirmed that participants expected to see the material on the web, and viewed the brochure as conduit to related online resources. Usability testing played a critical role in developing a tailored product for target audiences and positioning the material for the web.

Learning Areas:
Planning of health education strategies, interventions, and programs
Public health or related education

Learning Objectives:
-Identify usability testing as part of the process in developing educational materials -Describe the methodology of usability testing and the type of feedback it can solicit -Explain the value of testing materials with intended users to create a product that resonates with the target audience -Discuss the benefits of testing the material with secondary audiences or intermediaries who may play a role in delivering the information

Keywords: Health Communications, Cancer Prevention

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I assisted in managing production of the material, including reviewing questions for usability testing and incorporating feedback from participants for the final product.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

Back to: 4273.0: Social Media Exposure and Health Behaviors (organized by HCWG)