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USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGNVermont Web Marketing Summit | October 25, 2016
Andy CampbellWeb [email protected]
Katie McCurdyUser Experience Designer & [email protected]@katiemccurdy
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
The University of Vermont Medical Center
● 500+ Bed Hospital● 960+ Providers● 22,000 Inpatient Admissions● UVM College of Medicine Robert Larner M.D.
College of Medicine at the University of Vermont established in 1822
● Best regional hospital for 4 consecutive years by US News and World Report
● Among top 50 ‘Greenest Hospitals’ 2 years running
● Surprisingly good food
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
Our website
● About 2,000 pages plus a health library● ~125,000 monthly visitors● ~2 minutes visit duration● ~2.5 pages per visit● 40% bounce rate
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
Our digital ecosystem
● Website● Blog● 8 Social Media Channels● Email campaigns
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
Our data sources -quantitative (what) and qualitative (why)
● Analytics● Heatmaps● Interviews● Surveys● Usability testing
How have we used data and insights to design better digital experiences?
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
"Without knowledge action is useless and knowledge without action is futile." - Abu Bakr
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
FINDING A DOCTOR
Challenge: it’s too hard to find a primary care doctor accepting new patients
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
ORIGINAL DESIGN
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
WHAT OUR SURVEY SAID
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
“It was not clear from the website if doctors were accepting new patients.”
“I want the ability to find primary care doctors accepting new patients”
“List general practitioners taking new patients”
WHAT WE DID
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
WHAT WE DID
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
OUTCOME - TRAFFIC UP NEARLY 40%
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
Traffic to primary care provider profile pages has increased 39% year-over-year since implementing the new design.
Challenge: how can we help people find the right doctor for their condition?
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
BEFORE
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
WHAT TESTERS SAID
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
“The top 2 things I care about: what insurances they take, and do they focus on the thing I need help with (clinical interests.)”
– Caitlin, Patient
WHAT TESTERS SAID
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
“They all look the same in the search results […] that is why the ‘clinical interests’ are super helpful and that is what helped me find my doctor.”
– Alli, Patient
SO WE ADDED CLINICAL INTERESTS
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
WHAT WE LEARNED: RETROFITTING IS HARD
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
It’s difficult to try to fit something into an existing design.
That’s why we’re planning for it with our redesign.
Challenge: how can we help patients understand a provider’s personality?
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
INTERVIEW INSIGHT: PATIENTS WANT TO UNDERSTAND PROVIDERS AS PEOPLE
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
“Their demeanor is important.”
“I want to see if they look happy in their photo.”
ACTION: ADD PROVIDER VIDEOS (268 SO FAR)
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
ACTION: ADD PROVIDER VIDEOS TO SEARCH
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
ACTION: ADD PROVIDER VIDEOS TO PROFILES
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
PROVIDER VIDEOS INCREASED TIME ON PAGE
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
The average time on page for provider profiles with bio videos is a full two minutes longer than provider profile pages without videos.
WHAT USABILITY TESTERS SAID
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
“I’d prefer the video bio.”
“I really like the video bios! That’s nice.”
“If they have no photo I would not choose them.”
ENCOURAGING PHOTOS & VIDEOS FOR ALL
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
REDESIGNING OUR ENTIRE WEBSITE
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
Data helps us make decisions along the way. We’ve relied heavily on:
● Analytics● Heatmaps● Interviews● Surveys● Treejack - a tool for testing our navigation● Usability testing
KEY PAIN POINTS
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
Our survey showed us some of the key areas we need to focus on:
● Information browsing● Navigation● Site information
SURVEY QUOTES
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
“I cannot find what I am looking for”
“Too much irrelevant stuff - hard to find what I am looking for”
“[use] less text”
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
Our process
● Design sprints● Prototyping ● Usability testing
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
DATA-DRIVEN PERSONAS & DESIGN
PRINCIPLES
PERSONAS
A set of representative, archetypal users based on behavior - not demographics (different from user segments).
Personas help your team:
● Build and sustain empathy with end users● Make user-centered product decisions● Avoid designing for yourselves● Help internal stakeholders get on board
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
KEY INSIGHTS > OUR PERSONAS
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
People often come to our site to:
● Find a doctor (analytics, heatmaps, interviews)
● Get a phone number or directions (analytics, interviews)
● Get medical record info (analytics)
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
How can we envision our personas’ journey?
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
How can we keep from forgetting about our personas through the design process?
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
PERSONAS > HOW CAN YOU DO IT?
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
Things to consider including:
● Specifics - name, age, location, job, background
● Technology comfort● Key quote● Behaviors● Goals● Needs● Fears
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
How else can we carry forward the important things we’ve learned?
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
DESIGN PRINCIPLES
Design principles are a set of guidelines that help you stay on-track throughout your project. They help you:
● Stay true to your intended ‘process’● Stay focused on end users and their
constraints● Get buy-in for certain strategy points
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
Our Design Principles
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
PUT PATIENTS FIRST
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
WHY?We’ve got a lot of content to deal with, and a lot of organizational structure. We want to make sure patients, families, and visitors can find what they need - that this information does not get lost in the shuffle, and that we present a patient-oriented site instead of an organization-oriented site.
IMPLICATIONS● When making decisions about navigation and content, we
may promote patient-oriented information and actions above organization-centric content
● When creating navigation, labeling, and other content structures, we place patients’ actual needs first (using data and interview results to develop a prioritized list of needs.)
REDUCE STRESS
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
WHY?We heard again and again in innovation workshops that feeling stressed is a big contributor to negative healthcare experiences.
IMPLICATIONS● Language: use words that our patients and visitors use● Navigation: test our navigation to ensure the structure eases
information-seeking and does not increase confusion● Layout: use white space and alignment to create a sense of
calm● Color: use our brand colors in a calming way. Use strong
colors sparingly and thoughtfully. ● Simplicity overall
DESIGN FOR ALL DEVICES
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
WHY?Mobile and tablet users on touch screens account for almost half of our site visitors. We need them to have a great experience.
IMPLICATIONS● We ensure designs work beautifully for touch input ● We will test designs with people on mobile devices● We will facilitate common mobile actions like calling a phone
number or getting directions.
DESIGN FOR THE NON-IDEAL
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
WHY?Our website users will be especially diverse in age, comfort with websites, and visual/motor ability. We want to ensure the best possible experience for all users.
IMPLICATIONS● Make sure contrast, font size, etc. are sufficient for people
with lower sight or aging eyes● Make sure we include alt tags and other accessibility
guidelines for screen readers● Ensure targets like Calls-to-action and other elements are
large enough and have enough space around them such that they are easy to select.
● Test on very slow speeds; design and build for fast page loading
CONTENT BEFORE DECORATION
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
WHY?In the name of getting information as quickly as possible and providing a calming experience on the web, we should adopt a ‘content first’ approach.
IMPLICATIONS● Text, video, and photos are prioritized over decorative
elements.● Design elements support the brand, tone, and feel of the site,
without taking all the attention or interfering with the ability to gather information.
● In some cases (if not all), user-experience may have to trump branding. For example, if we can’t find a natural fit for a branding element (ex. the weave), we may need to forgo it.
CLEAR PURPOSE, CLEAR ACTION
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
WHY?Visitors need to be confident about who this information is for and what they need to do next. This is a breakdown on our current site.
IMPLICATIONS● Whether the next step is calling, submitting information,
downloading a form, or learning more, we want to make sure next steps are clear and correctly prioritized.
BE CONSISTENT
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
WHY?It helps to reduce users’ cognitive load and increase confidence if we stay consistent with naming and functionality.
IMPLICATIONS● The page title should always match the search result title ● Inline links and navigation should reference the exact page
title as much as possible● We may need to develop an internal controlled vocabulary to
ensure that we’re all calling things by the same name.● Using modular design, we should ensure that we stay
consistent and reduce the number of ways we allow users to perform an action.
WRITE IN PLAIN LANGUAGE; HELP THEM SCAN
WHY?Our users are often stressed and unable to absorb large amounts of information. We also know that in general, people scan information on the web instead of reading it word-for-word. Finally, our users have a varied levels of understanding of medical jargon. We want to support a positive information gathering experience, given all of these factors, - especially on mobile screens.
IMPLICATIONS● Use the shortest, simplest words possible to communicate an
idea. ● Present content in digestible and scannable chunks.● Break up ‘walls of text’ with headings, bullets, and bolding. ● Prioritize the use of familiar words over highly technical or
highly branded words where possible.● This also helps with SEO!
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
Why are Personas and Design Principles important?
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
WHY BOTHER?
These tools help us:
● Justify our design decisions later & move forward with confidence
● Get everyone (+ leadership) on the same page at the beginning and throughout the project
● Keep our users and primary scenarios at top of mind
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
FROM DATA TO DESIGN
How data informed our design decisions: the excruciating minutiae
Disclaimer: prototype screens ahead
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
1) Finding a doctor
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
FINDING A DOCTOR IS KEY
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
SO WE ARE PLAYING IT UP IN OUR PROTOTYPE
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
‘DOCTORS’ ALWAYS SHOWS ON SMALL SCREENS
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
2) Departments & Locations
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
PEOPLE CLICK ON DEPARTMENTS & PROGRAMS
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
THEY ARE OFTEN LOOKING FOR CONTACT INFO & DIRECTIONS
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
Over 12% of visitors to Departments & Programs pages are looking for directions
Nearly 15% of mobile visitors to Departments & Programs pages are clicking on the phone number
WE KEPT DEPTS + MADE IT #2 IN NAVIGATION
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
WE MOVED FROM AN A-Z LIST OF LINKS...
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
...TO MORE OF A ‘DIRECTORY’ LISTING
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
3) Medical Records
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
MEDICAL RECORDS = MOST-SEARCHED TERM (GOOGLE ANALYTICS)
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
MEDICAL RECORDS = HIGH CALL CENTER TRAFFIC
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
IT’S NOT CLEAR WHERE TO FIND MED RECORDS
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
HEATMAP FOR PATIENTS AND VISITORS PAGE
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
...ADDING LINK ON NEW PATIENTS & VISITORS
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
LOOKING AT WAYS TO FEATURE ON HOMEPAGE
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
RECONSIDERING MEDICAL RECORDS CONTENT
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
How can you use data to make design decisions?
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
Make sure you have data:
● Analytics - look at site traffic and search● Heatmaps● Surveys● Interviews - talk to people!● Usability testing - watch them use your site!
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
Think about your entire digital ecosystem:
● Website● Search campaigns● Facebook campaigns● Email campaigns● ...and even in-person or phone interactions
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
Things you might act on:
● Website navigation● Homepage design & flow● Calls-to-action● Terminology● Tone & Voice● Branding● Priority of elements
USING DATA AND CUSTOMER INSIGHTS TO DRIVE DESIGN | Vermont Web Marketing Summit 2016
Consider creating tools like personas or design principles to help your team make decisions
THANKS! Vermont Web Marketing Summit | October 25, 2016
Andy CampbellWeb [email protected]
Katie McCurdyUser Experience Designer & [email protected]@katiemccurdy