Presetnatin to the Victoria ONline seminar series, 27 April 2010. Provides an overview of the Better Health Channel, examines the gap between 'health' web in government and industry, looks at what are users doing in health online, and how to decide to move forward, what are the psychographics and mental models of users, and the visual design: managing stakeholder business and user divergence and provides a review of the new site, and the future redevelopment agenda.
👉 Chennai Sexy Aunty’s WhatsApp Number 👉📞 7427069034 👉📞 Just📲 Call Ruhi Colle...
Teaching old sites new tricks: Transforming the Better Health Channel into a Web 2.0 platform
1. Teaching old sites new tricks:
Transforming the Better Health Channel
into a Web 2.0 platform
2. Outline
1 About the Better Health Channel
2 The gap between 'health' web in government and
industry
3 What are users doing in health online?
4 Deciding how to move forward
5 Psychographics and mental models of users
6 Visual design: managing stakeholder business
and user divergence
7 Preview of the new site, and the future
redevelopment agenda
3. About the Better Health Channel
» Better Health Channel was launched in 1999 as a
'Web 1.0' content distribution channel
» Accessible: health and medical information in plain
English
» Very popular – about 1 million visits per month
» Most visited Victoria Government website (Hitwise)
» Most visited Australian Health and Medical Information
website (Hitwise)
4. Better Health Channel – Current homepage
» Good SEO
» No major IA
or visual
redesign in
the last 10
years
» Passive –
info
distribution
5. Gap between 'health' web
– government vs industry
Area Government Industry
Web generation Web 1.0 Web 2.0
Engagement Information provision Information provision
Some service locators Decision support
User generated content / sharing
Network building (my personal health network)
Personal health information management
Formats Text-based articles or Text-based articles or factsheets
factsheets Videos, images
Basic geo-mapping Elearning, instructional, decision-trees
Basic email newsletter Blogs
Discussion (Forums, Q&As, Blog comments, etc)
Mapping
Targeted emails
Connectivity - Social media integration – facebook, twitter,
specialist networks
6. Gap between 'health' web
– government vs industry
Area Government Industry
Marketing Traditional media Online (banner ads, search advertising/SEM)
SEO SEO
Channels Desktop PC (browser, email) Desktop PC (browser, email)
Print Mobile handsets (browser, apps, txt)
Content Single authoritative source Multiple ‘voices’ of authority and experience
publishing & QA Strict QA & governance Aggregated information sources (mash-ups)
Consumer QA (User needs to decide on quality)
Content scope Medical view of health (esp. Broad definition of health
conditions) Includes medical, CAM, lifestyle, relationships, etc
More recently broader Full lifecycle: prevention, through to diagnosis,
'healthy lifestyle' management, etc
Service descriptions Topical
7. Users are in a Web 2.0 world
Diagram taken from: http://www.flickr.com/photos/27048731@N03/3764657489/
8. Users are in a Web 2.0 world
Diagram taken from: http://socialwhisper.wordpress.com/2009/02/10/will-the-internet-eventually-
control-us/
15. Why change?
If the site is so successful, why change?
» Competition has evolved their offerings
» Competition provides a richer user experience
» User expectations – are we still meeting them?
Are we still relevant?
» Health info seeking: users shop around for
health information – others have recognised
this and try to build ongoing engagement
» Need to build loyalty
16. How to move forward
» Review our business goals
What are we trying to achieve?
» Understand our target audience, our users
What's their story? How do they understand 'health'?
What are their goals?
» Design a model for customer engagement
» Our values, our brand
» Information architecture
» Interactive design
» Involve our customers all along the way
17. Understanding our users
» Understand their motives, what drives them to
the completion of their goals
» Their personal health journeys
» Elicit their mental models of health and health
information
» Know their goals
= customer profiling
19. Profiling: Demographics vs Psychographics
» Ideally, use both approaches when building
customer profiles.
20. Demographics vs Psychographics
Demographics Psychographics
Observable measurable segments of a Psychological, sociological and
population’s characteristics. anthropological factors.
Does not draw on any assumptions, From a subject's perspective, particular
prejudices, or values of particular feelings, beliefs, desires or discovery
subjects. made from information pertaining to a
personal experience
Examples: age, family size, gender, race, Examples: motivations (or reasons for doing
ethnicity, income, and education or wanting something), views they hold,
their values, activities, interests, opinions
and overall lifestyles, and personal stories
or journeys.
The typical better health channel user is “The household health hub”
Female, aged between 35 and 60, “The curious well”
and has two kids.
The demographic 'who' The personal 'who and 'why'
21. Our base psychographic profiles
» Health consumer types:
Patient - someone who is diagnosed with a physical or mental
health problem, or is worried about their physical or mental health
Lay caregiver – they have a personal, non-professional health
care role, usually within a family. They are usually the key influencer
with regards to the health of those they care for
The curious well - they don’t have a health problem, but are
motivated by interest and curiosity, generally in response to a media
article, etc.
Self improvers - individuals who are wanting to improve some
area of their health or life. They are unlikely to be suffering from a major
or diagnosed illness (e.g. a patient)
22. Our base psychographic profiles
Sector, industry or workforce types:
Health and medical workers - professionals working in
the health sector, either delivering services to health consumers (for
example, a local GP), or to other individuals within the sector (such as a
peak body)
Non health worker - those employed in industry in a range of
non health sectors, however, require access to health information and
services in the course of fulfilling their job, such as when having to provide
a duty of care to employees or customers
Health educator and health researcher - A health
educator/researcher is someone involved in teaching in health, or
conducting research in health
23. Information seeking strategies,
and interactive design
Psychographic-based profiling helped reveal our
customer's information seeking strategies
This lead to the design of the interactive
approach for the site
They had 3 different information consumption
behaviours:
− Medical reference directory-style 'look-up' for conditions &
treatments, which was usually searching for a known item
− Magazine-style browsing of topics for “wellness” and
lifestyle content
− Service locator approach for finding a health service
24. Mental models in health
» We found three main mental models in the
consumer health domain, which was largely
determined if you were a:
1 Nurse
2 Doctor
3 Health consumer (lay person)
27. Mental models
» ‘Health
consumers’ have a
broader view of
health, which
bundles all health
domains together.
Consumers are the
major target
audience of the
website.
28. How the models were elicited
» Users revealed their models by placing them
at the centre of the redevelopment process.
» These models were elicited through:
Card sorting (and other IA tools & techniques)
Interviews (one-on-one, and group)
Survey instruments (pre and post workshop
surveying, online forms, etc)
29. Application of mental models
Information architecture – how we structure,
label and present our information for the
target audiences
Interactive design – our approach to engaging
particular audience segments, and aiding
them in achieving their goals via BHC
Visual design – providing cues which are
congruent with users inner representation or
perceptions of health (more on this later)
30. High-level Information Architecture
» Four top level streams:
– Conditions & Treatments
– Healthy Living
– Relationships & Family
– Services & Support
» Organised around topics, rather than formats
31. Interactive style
» Not about ‘factsheets’
» Optimised around consumers goals and perceptions
of health information:
– ‘Medical reference’ for Conditions & Treatment
– ‘Magazine browsing’ for Healthy Living and Relationships
&Family
– ‘Service locator’ for Services &Support
– A variety of formats will be embedded within the topic
pages (risk assessments, images, videos, stories etc)
32. Visual redesign
» The brief:
“The key business goal for the redesign of the
Better Health Channel is that the site is bold,
innovative and confident - demonstrative of its
leadership position.”
33. Visual redesign & brand values
» In every aspect of it’s use, the BHC brand values represent
the values, philosophies and business goals of the BHC
entity.
34. Visual design research & evaluation
As part of determining what form the visual identity of
the Better Health Channel (BHC) should take, BHC
visitors were encouraged to take part in a survey
designed to elicit the:
» Colours associated with health information
» Negative and positive associations of two competing
visual design treatments, including their impact on
our ‘brand’
» Visual items of high or low priority for users
» Visual hierarchy, that is, where users attention
drawn, and what they ignore
35. Visual design research & evaluation - colours
» There are differences with the association of
colour to ‘Health and Wellbeing’ information, in
contrast to ‘Clinical / Medical’ information.
» For both Health and Wellbeing (H&WB), and
Clinical information, users strongly associated
the colours Blue and White:
(White likely has a stronger association in the clinical
space, as it is often is linked with sterile
environments, such as hospitals, clinics, etc.)
» Warm and softer toned colours (green and
yellow), were represented more prominently in
the top end of the H&WB colour pallet:
» Colours specific to the Clinic space included red
and grey:
(Red likely appeared due to its use in the ‘red cross’.)
36. Visual design research & evaluation - colours
» It is worth noting that the blue – green – yellow – white
pallet elicited visceral responses from users, such as:
» "Green - energy, life, the earth, nature, outdoors White - clean, starting
fresh, uncluttered, blank canvass Blue - calm, ocean, serenity, water
(main composition of our body)"
» "green for grass, yellow for sun & blue for water suggest health &
wellbeing to me"
» "White to me represents purity and so good health and contrasts well
with all other colours Blue makes me think of things good such as blue
skies and blue water on a clear day so has a 'positive' vibe about it"
» "Green to me represents growth and health as in plants and
vegetation."
40. Evaluating visual design
» The challenge of subjectivity
» The “design we need” vs the “design we want”
– Do: Alignment to our goals, and aid the
fulfilment of website objectives
– Don’t: Decide based on personal aesthetic
preferences and beliefs (my favourite colour, etc)
41. Preview of the new site
» Homepage
» Top-level landing pages:
» Conditions & treatments
» Healthy living
» Relationships & family
» Services & support
» Content page (article)
