A gamified digital health activation designed to make bowel cancer screening easier to understand and act on.

Screen2Save was a digital health activation developed for Queensland Health to encourage participation in Australia's National Bowel Cancer Screening Program (NBCSP).

I designed the digital experience across UX/UI, prototyping, gamification, multimedia and development, creating a more interactive alternative to traditional, text-heavy health education.

The Challenge

Making bowel cancer screening easier to engage with

• Participation in the National Bowel Cancer Screening Program remained low, particularly among working-age adults aged 45–74.

• The challenge was not simply a lack of information. The screening process could feel unfamiliar, tedious or uncomfortable, creating barriers to participation.

• The opportunity was to make the information easier to engage with by moving away from a long, text-heavy experience and creating something more visual, interactive and approachable.

The Brief

Queensland Health needed a digital activation that could encourage adults aged 45–74 to engage with bowel cancer screening and take action.

The experience needed to:

• Make screening information easier to understand

• Encourage engagement and completion

• Create a more approachable experience around a sensitive topic

• Support workplace engagement

• Be scalable and easy to update

  
  

The concept and design were developed in response to the Queensland Government tender brief and contributed to Blue Chilli Health securing the project.

My Role

I led the digital experience and design of Screen2Save from concept through to implementation.

My work included:

• UX/UI design and user flows

• Figma wireframes and prototyping

• Gamification and interaction design

• Visual and responsive design

• Video and multimedia

• WordPress development

• CMS implementation

• Front-end development

• Reusable digital components

  
  

I worked within a multidisciplinary team across behavioural science, health communication, creative and digital, while following Queensland Health's established visual guidelines.

Design Approach

01 — Starting with the person

• Rather than starting with a long explanation of the screening process, I designed a more personal entry point.

• Users first identified with one of three personas before entering a guided journey.

• This gave users an immediate way to relate to the topic and created a more approachable starting point for learning about bowel cancer screening.

02 — Turning information into interaction

• The journey broke the information into a series of short interactions rather than presenting everything as long-form content.

• Users moved through questions, guessing activities, educational content, videos and FAQs.

• The experience followed a simple interaction pattern:

  Question → Guess → Discover → Learn → Continue

• This allowed users to progressively uncover information while keeping the experience active and engaging.

03 — Using gamification to overcome a behavioural barrier

• Gamification was used as a UX strategy rather than simply a visual feature.

• The goal was to make a potentially tedious or uncomfortable health topic easier to engage with.

• Short challenges and interactive questions created opportunities to introduce information and address misconceptions without overwhelming users with text.

• Multimedia, including video, was also used to explain practical aspects of the screening process in a more visual way.

From prototype to production

I designed the experience in Figma, developing the user flows, UI and interactive prototypes before moving into production.

The platform was built in WordPress with CMS functionality, allowing content to be updated and managed over time.

I worked across both design and development, translating the experience into a responsive digital product while maintaining reusable components and patterns.

The project also required balancing Queensland Health's established visual language with the need for a more engaging digital experience.

Impact - Surpassed project OKRs by 200%

• The activation exceeded project OKRs by 200% during the first month.

• It achieved a 70% course-completion rate and generated more than 20% of traffic through organic sources.

• These results demonstrated strong engagement with the digital activation and the potential of combining behavioural science, gamification and digital health education to encourage participation in bowel cancer screening.

Outcome

Screen2Save transformed a potentially tedious health education journey into a more interactive and approachable digital experience.

By combining UX/UI, gamification, multimedia and behavioural science, the experience helped move users from awareness towards understanding and action.

The project also allowed me to work across the full digital experience from concept, UX and visual design through to prototyping, development and CMS implementation.