Fuse

Breaking down social and cultural barriers for the Filipino community through a social media platform

Introduction—

This project seeks to explore the stigma attached to mental health in the Filipino culture and offer alternative coping strategies. The outcome is a social platform app celebrating individuality through shared stories while addressing the unique challenges faced by the Fil-Am (Filipino American) community.

Process—

  1. Discovery + Research

  2. Ideation

  3. Design

  4. Prototype

  5. Usability Testing

Role—

Sole UX/UI Designer and Researcher

Tools—

Adobe XD

Photoshop

Zoom

Duration—

3 months

Narrowing the Problem—

Concept

It began with the idea to design a website campaign bringing to light the impact of colorism, discrimination based on skin tone, in the Philippines. It’s a topic due for discussion in the US. Through user research, however, a more relevant and internal problem was revealed by the Fil-Am community.

Reshaping the Conversation

It’s difficult for Filipino Americans to speak on topics like colorism because of cultural barriers and mental health stigma. They are also reluctant to seek out mental health care services because it is frowned upon. Before taking this step, then, Fil-Am individuals require new methods to break down these barriers.

Problem Statement

How might we make sharing thoughts and frustrations more “acceptable” and appropriate for Fil-Am users who are not ready to utilize mental health care services?

“Filipino Americans underutilize existing mental health care services that are culturally, socially, and linguistically incompatible with their needs. Along with stigma, traditional practices and healing methods remain a formidable barrier to the appropriate provision of care.”

Sanchez, F., & Gaw, A. (2007). Mental health care of Filipino Americans. Psychiatric services (Washington, D.C.), 58(6), 810–815.

Research—

Secondary Research

In-depth research on Fil-Am cultural barriers and mental health stigma was conducted to better understand potential users.

  • Self-stigma: fear of negative judgment, sense of shame, fear of being labeled as ‘crazy’, self-blame

  • Social stigma: fear of putting the family’s reputation at stake or painting one’s cultural group in a bad light

  • Second-generation Filipinos find it more difficult to reconcile their identities than their parents

  • Second-generation Filipinos have lower college attendance rates and self-esteem, and increased mental health concerns

  • Resilience and self-reliance are used as coping strategies instead of seeking mental health care

  • Lack of self-identity is rooted in the difficulty defining Filipino culture as it is a product of many years of colonization, annexations and immigrations

Interviews

6 University of Florida students, ages 18-23 who identify as Filipino-American, were interviewed.

  • Majority of Filipinos look to online resources like social media to vent versus talking to their family or seeking a professional

  • Majority feel like they are not in-tune with their Filipino culture

  • Second-generation Filipinos do not know much about their heritage or history, such as colonization in the Philippines

  • Many Filipinos feel like a pariah to other Asian cultures because of their language, looks, unique history, etc.

  • Resources like Facebook are used to connect with other Filipinos, but feel like it’s not a “safe space” or is dated

  • Majority wish to build a healthier and stronger relationship with their culture

  • It’s challenging for Filipinos to use existing social platforms to interact or voice themselves due to pressure

User Personas—

Two user personas were developed, displaying different frustrations and needs parallel to the concerns drawn out from interviewing.

Solution—

Based on these findings, a social platform app is suited for this study that can tailor to the needs of young Filipino-Americans and build a stronger sense of self. Building this support-system of like-minded individuals will help break down existing barriers and encourage a more positive mentality.

Ideally, this app titled Fuse will lie at the center of interactivity, aesthetic, intimacy and education. Current social media competitors lack in one category or another.

Design Requirements—

These design requirements were decided based on secondary research, interviews and personas. There is a focus on ensuring a guided, comfortable and niche experience while using Fuse.

High Fidelity Wireframes—

Style Guide—

A neutral color palette was used, with a toned-down burnt orange as the accent color. The brand mark represents the sun of the Philippines flag because it is easily recognizable by Filipinos. Additionally, the two typefaces are from Adobe Fonts and created a suitable balance between simplicity, modernity and elegance.

Prototype—

Usability Testing—

Five user feedback sessions were moderated via Zoom and in-person. Participants either identify as Asian-American or is within the target age group. The project’s goals and intentions were introduced. Then, the participant used the app while thinking aloud and answered follow up-feedback. Findings were implemented into the prototype.