Experimentation and Optimization

When we started working with Ad Council on their COVID-19 vaccines education campaign in the middle of the pandemic, time was of the essence. Vaccines weren’t yet available to the general public, and hesitancy levels were soaring. We couldn’t let perfect be the enemy of good – so we launched an MVP site that provided factual answers backed by the CDC to common vaccine questions. For months afterward, we continued to flesh out the content and iterate on the design in response to usability testing, analytics, and the evolving public health situation.

It can be tempting — especially for large-scale website redesigns — to want to put a “finished” site out into the world. But there’s really no such thing. A website is an eternal work-in-progress and we should expect to have to keep testing, measuring, optimizing, and maintaining. While the launch is always an important milestone, in many ways it’s afterward that the adventure really begins.