Health EdTech UX Research & Consulting Project

Bridging Trust to Tackle HPV Hesitancy Through Culturally Grounded Design

Product: Culturally Informed Digital Tools for HPV Vaccine Awareness

Research Partner: Northwestern University Feinberg School of Medicine

My Role: UX Consultant | Health EdTech

HPV causes multiple preventable cancers, yet vaccination rates are low among Vietnamese populations. I contributed UX research to support culturally sensitive digital education strategies.

Why It Matters

Design Opportunities

Uncover Cultural Barriers to Vaccination

Investigate the specific cultural beliefs, taboos, and historical context that contribute to HPV vaccine hesitancy within the Vietnamese community. Understanding these barriers is key to designing messaging that resonates rather than alienates.

Create Trustworthy, Culturally Relevant Digital Tools

Design educational materials that reflect cultural values and address specific concerns in a respectful and relatable way. Ensure that these tools are endorsed by trusted figures (e.g., healthcare professionals, government sources, community leaders) to increase credibility and impact.

Data Collection

Digital Ethnography

Analyzed discussions in Vietnamese Facebook groups to uncover values, concerns, and sources of influence.

Data Analysis

Root Cause Analysis

Thematic Analysis

Insights

Vietnamese populations' vaccine hesitancy is primarily attributed to HPV being misunderstood and often stigmatized as a “promiscuity” issue.

Lack of early education on HPV among Vietnamese populations creates information gaps.

Vietnamese audiences' trust lies in government or professional sources, not social media—education tools should be backed by credible institutions.

Impact

Provided cultural insights that shaped the messaging strategy for upcoming digital education tools
Helped the team identify trusted channels (e.g., government, healthcare professionals) for effective content delivery
Informed content tone, structure, and format to reduce stigma and improve message receptivity among Vietnamese users