A person uses their phone to view the I’m Ready website, which features a bold call to action for HIV self-testing—part of a digital campaign that centres ease, access, and privacy.

I’m Ready/J’agis

Microsite

Challenges

The I’m Ready campaign aims to implement, scale-up, and deliver low-barrier options for HIV self-testing in Canada. Their goal is to ensure that every Canadian has access to HIV testing and support, regardless of location. We came into this project knowing that the microsite had to explain the service, illustrate how to utilize it, and show users how easy the process could be. Tied in with a tight turnaround time, we joined this project with a visual direction already in place—both of which meant that we had to be diligent with our listening to the specific needs of our client to get it right the first time. We also knew that the program would grow over time, so we had to ensure that the design would accommodate growth in the future. 

Insights

It was clear that we needed to make the site design straightforward and easy to navigate. Though the program is relatively uncomplicated, we knew that if the user experienced any impediment to access, they would likely move on. We also knew that there was a significant stigma associated with HIV testing and that we needed to do our best to show visually that getting tested was the smart, sensible, and safe choice.

Solutions

We first created a site with all relevant program information easily accessible to the user: how the program worked, and how they could get access. We also built out a ‘mega menu’ which allowed for program growth by leaving room for any number of additional menu dropdown items. We wanted the experience to be clear and clean for its users so opted for tidy fonts, bold images, and clear navigation. 

readytoknow.ca 

Full-page hero section of the I’m Ready website on a white laptop screen, with striking portrait photography and affirming copy—part of a campaign designed to defy stigma and drive engagement.
Laptop displaying the I’m Ready homepage, with a step-by-step guide to HIV self-testing and a portrait of a confident woman—part of a streamlined user journey developed for clarity and empowerment.
App landing page on the I’m Ready website, presented on a laptop screen. A hand holding a phone introduces the app functionality—designed to bridge self-testing with personalized care and support.
A close-up of a mobile screen displaying affirming campaign copy in bold typography—highlighting how the I’m Ready experience was built for mobile-first interaction and personal empowerment.
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