Lybba recently designed the Science of AMD website on behalf of the Angiogenesis Foundation. It's aim is to increase international public and patient awareness of Wet AMD—the leading cause of vision loss for those over 65; the role of angiogenesis, or new blood vessel growth, in vision loss; and the importance of antiangiogenic treatments for saving vision and maintaining a good quality of life for individuals affected by Wet AMD worldwide.
The online resource provides accurate, easy-to-understand, and useful information about the evidence supporting antiangiogenic therapy for Wet AMD. Everyone affected can be empowered with knowledge of treatments, practical steps they can take to protect their vision, importance of early detection, and impact on quality of life, plus a summary of symptoms, trials, and resources.
An Amsler Grid, horizontal and vertical lines used to monitor a person's central visual field, is included to allow visitors of the site to test to see if they may exhibit early symptoms of AMD, in addition to slideshow tutorials and video testimonials. The language used is accessible and approachable, targeting and reassuring an audience of older adults and senior citizens affected by AMD, and their advocates, with the encouragement to get tested and offering the support they need.
Design elements to aid the visually impaired included a large typeface and use of highly contrasting colors, such as blue and yellow, and allowing for enough white space on the page for ease of readability. There is the ability to toggle back and forth to adjust the type size from the default setting to cater to someone who has more of a sight disability, as well as an audio component for those more visually impaired. The sliding table of contents along the left sidebar and simple navigation to underscore where they are at all times, enhances wayfinding. Unique to the look, designed by Molly Cooper, is the array of color combinations, utilizing 16 different color and type size recombinant variations throughout the entire site.
Lybba employs an ecologic interaction design approach. All of our projects begin with research-based personas that serve as lenses to understand community needs and to see clear solutions. For each organization, we study the ecosystems where a product will be experienced and create a communications platform to define its essence.
Over three months, Lybba worked with the Foundation to create the identity for the Science of AMD, site design, and content strategy with a creative team composed of a director, visual designer, interaction designer, content strategist, and editor. Since its launch, the client has successfully used the site to raise awareness around treatment and the need to continue to ensure patient activation and potentially reverse the effects of AMD.