Experience Design, Communications and Marketing for the All of Us Research Program

在接下来的五年里，我们期待着在我们通过长期合作伙伴关系建立的基础上再接再厉 NIH和财团合作伙伴。具体地说，我们的目标是进一步发展和丰富我们所有人的新的和现有的经验 并为来自全国各地的不同群体的研究人员提供直观、高效的体验。 在第一年，我们将推进设计研究和体验设计计划，专注于[i]的整体体验战略 参与者和[2]研究人员。这项研究将推动计划的优先顺序，并确保我们提供正确的体验 在正确的时间给正确的人。 一、参与者 作为您团队的扩展，我们已成功接触到生物医学研究(UBR)中代表性不足的社区 前所未有的速度。该计划超过200,000名注册个人(超过121,000名核心参与者)中约80%是 UBR。根据弗朗西斯·柯林斯的说法，我们所有人现在都被认为是同类人群中规模最大、最多样化的群体。 从我们所有人开始“网络广播，2019年3月14日)。在扩大到新的受众的同时，我们希望建立和维持这些关系。 这就是为什么我们第一年的首要任务是改善参与者的体验-保持成员的积极性和参与度 同意，从长远来看。 要做到这一点，核心目标将是设计以参与者选择为中心的路径。我们的营销和沟通计划 将确保参与者，无论他们是通过DV还是HPO途径进入，都会有一个流畅和引人入胜的体验 通过加入、同意和保持参与。我们将应用同样的原则来创建以父母/孩子为中心的旅程，并 跟随洞察力发展的相关战略。 二、研究人员 随着2019年秋季研究人员门户的推出，我们将通过利用大使开始参与更广泛的研究社区 研究人员是我们获奖者网络的一部分。这个第一批采用者的社区将支持试点项目，并加强 对于不断增长的我们所有人来说，数据集作为一个至关重要的、前所未有的生物医学资源，具有有效性、质量和可信度 研究。此外，我们将继续支持研究人员中心、工作台和其他数字工具的设计，并帮助定义 面向研究人员的总体产品路线图和端到端体验。使用设计研究方法，我们将构建并行 在不同背景下为研究人员工作的经验，特别是那些学术机构以外的研究人员(即公民科学家， 社区学院等)。 以下是我们在第一年的主要目标的高级摘要。在两到五年内，我们将继续发展受众和 与我们在国家和地方层面的合作伙伴一起洞察、构思和改进流程和方法，以增加注册人数 并鼓励研究人员参与该计划正在建立的令人难以置信的数据集。在下面的部分中， 我们提供了实现这些目标所需的战略、工作流程和团队的更多详细信息。

Over the next five years, we look forward to building on the foundation we have created through our long-standing partnership with the NIH and consortium partners. Specifically, our goals are to further develop and enrich the All of Us experience for new and existing participants and to build out an intuitive, efficient experience for diverse sets of researchers from across the nation. In year one, we will advance design research and experience design initiatives that focus on holistic experience strategies for [I] participants and [II] researchers. This research will move program priorities forward and ensure that we deliver the right experience to the right people at the right time. I. Participants As an extension of your team, we have successfully reached communities underrepresented in biomedical research (UBR) at an unprecedented rate. Approximately 80% of the program’s over 200,000 registered individuals (over 121,000 core participants) are UBR. According to Francis Collins, All of Us is “now considered the largest and most diverse cohort of its kind” (“The Future of Health Begins with All of Us” webcast, March 14, 2019). While expanding to new audiences, we want to build and sustain these relationships. This is why our top priority for year one is to improve the participant experience—to keep members motivated and engaged beyond consent, for the long haul. To do this, a core objective will be designing pathways that center on participant choice. Our marketing and communications initiatives will ensure that participants, regardless of whether they enter through DV or HPO pathways, have a smooth and engaging experience through joining, consenting, and staying involved. We will apply this same principle to create a parent/child-centered journey and related strategies following insights development. II. Researchers With the launch of the Researcher Portal in fall 2019, we will begin to engage a broader research community by leveraging ambassador researchers who are part of our awardee network. This community of first adopters will support pilot projects and reinforce a sense of validity, quality, and trust for the growing All of Us dataset as a critically important and unprecedented resource for biomedical research. In addition, we will continue to support the design of the researcher hub, workbench, and other digital tools and help define the overarching product roadmap and end-to-end experience for researchers. Using design research methods, we will build parallel experiences that work for researchers in different contexts, especially those outside of academic institutions (i.e. citizen scientists, community colleges, etc.). Below is a high-level summary of our primary objectives in year one. In years two to five, we will continue to develop audience and program insights, ideate, and refine processes and approaches with our partners at the national and local levels to increase enrollment and retention as well as encourage researchers to engage with the incredible dataset the program is building. In the sections below, we provide greater detail on the strategies, workstreams, and teams necessary to achieve these objectives.