Best Practices for Improving User Experience on Health Websites

Transcription

1 Best Practices for Improving User Experience on Health Websites Lisa Richman, HCI-MS Health Communication Specialist Georgia Alliance for Health Literacy December 9, 2015 Office of the Director Division of Public Affairs / Digital Media Branch

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3 According to Usability.gov User experience (UX) focuses on having a deep understanding of USER, what they NEED, what they VALUE, their abilities, and also their limitations. It also takes into account the BUSINESS GOALS and OBJECTIVES of the group managing the project. UX best practices promote IMPROVING the quality of the user s INTERACTION with and PERCEPTION of your product and any related services. 3

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6 88% of online consumers are less likely to return to a site after a bad experience. -@econsultancy 6

7 91% of a user s first impressions are 7

8 73% of consumers access websites on their mobile 8

9 57% of users say they won t recommend a business with a poorly designed mobile 9

10 CASE STUDY: CDC HOMEPAGE REDESIGN 10

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12 What I ll Talk About. Initial Research Prototype Development UX Testing New Design Pitfalls and Lessons Learned 12

13 INITIAL RESEARCH 13

14 In-depth Usage Analysis of the existing CDC.gov homepage and mobile version 33 Stakeholder Interviews 412 Mobile and Desktop Visitor Surveys 14

15 Usage Analysis 15

16 Stakeholder Interviews Many like the current homepage but feel it is static and busy Rethink Features, Labels Too many Ads in Right Rail Weed out 2 nd Level pages Reevaluate Social Media on homepage Prioritize Content 16

17 Mobile & Desktop Visitor Surveys * 412 Total Surveys 235 Desktop 177 Mobile Demographics Desktop Students (19%), Nurses (17%), Consumers (17%) and Public Health (12%) Mobile Consumers (41%), Nurses, (17%) and Students (12%) * Survey administered September 16 20,

18 Survey: Information Looking for Diseases & Conditions Mobile (56%) Desktop (47%) Outbreaks Mobile (32%) Desktop (21%) Data & Stats Desktop (28%) Mobile (19%) Current News Mobile (22%) Desktop (21%) 18

19 Survey: Most Important Outbreaks Mobile (69%) Desktop (64%) Features Mobile (27%) Desktop (17%) Vital Signs Mobile (28%) Desktop (14%) Publications Desktop (41%) Mobile (18%) 19

20 Mobile Visitors 72% felt it was EXTREMELY important to find current news and information about outbreaks on CDC s mobile site. 20

21 Mobile Visitors I think dealing with outbreaks is one of the most important things the CDC does. How can they do it effectively if they don t communicate to the public what they re doing? Of course they need that info on mobile, that s how I access the Internet 75% of the time. (mobile). 21

22 DESIGN 22

23 Putting it all Together! 23

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26 Prioritize Outbreaks & News 26

27 Feature New & Emerging Topics 27

28 Drop Down Menus 28

29 Re-Thought Features 29

30 UX TESTING 30

31 Process 25 in-person Usability Testing sessions (consumers, providers and public health professionals) Multiple devices (desktop, laptop, tablets, mini-tablets, and smart phones) 31

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33 Results New Design Attractive, Easy to Use: Users generally liked the new homepage and found it attractive, modern and clean Mobile Preference Wanted to find information fast (A-Z), did not want to browse Preferred a less busy graphical layout (propose to minimize graphical treatment on mobile layout by reducing the size of images and removing unnecessary elements) 33

34 NEW DESIGN 34

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36 VALIDATE 36

37 Post Launch Final Evaluation * 628 Customer Satisfaction Surveys 27 In-person Usability Testing sessions Pre/Post Launch Comparison Customer Satisfaction (ForeSee ACSI) data prior to launch (~ 3 months) and post launch (~ 3 months) Usage data (metrics) prior to launch (~ 3 months) and post launch (~ 3 months) * Survey administered May 7 June 10,

38 Success! * Post launch customer satisfaction survey scores 93% content on the homepage is useful to them. 92% homepage was easy to use. 91% were satisfied with the homepage. 91% enjoyed using the page. 89% new homepage was easy to navigate. 87% are able to easily find what they are looking for on the new page. Increase in Traffic to Priority Content such as Outbreaks, News items, Vital Signs and Data & Statistics * ForeSee American Customer Satisfaction Survey (ACSI) 38

39 Increased Visitor Satisfaction 95 CDC Homepage Satisfaction Scores Dec '13 Jan '14 Feb Mar Apr May Jun Jul Aug Sep * Reference: ForeSeeACSI Survey Satisfaction Scores by month (December 2013 September 2014) 39

40 Increased Customer Satisfaction Score 8points Base Timeframe Post Launch Timeframe * Reference: ForeSeeACSI Survey Satisfaction Scores by month (December 2013 September 2014) 40

41 Increased Customer Satisfaction Scores Likelihood to RECOMMEND Site Likelihood to RETURN 10points 8points TRUST TRANSPARENCY 6points 6points * Reference: ForeSeeACSI Survey Satisfaction Scores by month (December 2013 September 2014) 41

42 Additional Resources Usability.gov - Digital Gov - Research-Based Web Design & Usability Guidelines - /guidelines_book.pdf 42

43 QUESTIONS??? 43

44 Thank You! Questions? Lisa Richman, For more information please contact Centers for Disease Control and Prevention 1600 Clifton Road NE, Atlanta, GA Telephone: CDC-INFO ( )/TTY: Web: The findings and conclusions in this report are those of the authors and do not necessarily represent the official position o f the Centers for Disease Control and Prevention. Office of the Director Division of Public Affairs / Digital Media Branch