Presented to Marketing & Communication Team, Chief Marketing Officer, Executive Director, Oct 15, 2012

1. The Science behind
User Experience Design
Marketing Communications Team Meeting
Kaitlan Chu | Information Architect, Digital Marketing
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2. Version A
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3. Version B
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4. Lab Setting
• One-on-one, in-person, lab-based study enabling
real-time observation
• Refine process: cut down budget, timeframe
Camera
Participant
Moderator 4

5. Align Business Goals with User Needs
1. Find service location
2. Find a doctor
3. Evaluate quality of medical care
4. Research treatment options
5. Find clinical trials
6. Download patient guide
7. Research diagnostic options
8. Learn about treatment outcomes
9. Find patient education events
10. Learn epilepsy symptoms
11.Read other patients’ stories
er Interaction
Bonus! Us
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6. Find service location
Scenario:
Your uncle lives in Lakewood. You wonder if Epilepsy
Center sees patients at a nearby location. Where do you
Avoid keyword
click to find out?
“Appointment”
Your Task: Find out if the epilepsy center sees patients
near Lakewood.
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7. A: Find service location Training Programs
2 Community Outreach Community Outreach
4 Appointments
• Adding “location” to navigation is not
necessary
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8. B: Find service location
About
Web Appointment
Appointment
4 Our Doctors
100% Success rate
• Add “Location” filter to Find a
Doctor player
• Provide consistent user
experience
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9. Task: Evaluate quality of care
Scenario:
You’re comparing a few hospitals to take your uncle to treat his epilepsy. Avoid
keyword
Where do you go to evaluate the quality of medical services and expertise the “Outcomes”
center provide?
For example,
• How many patients did the epilepsy center successfully treat last year?
• Is the epilepsy center using up-to-date technology for diagnosis and treatments?
• Does the center have leading experts in the field?
Your Task: Where do you go to evaluate the quality of medical services and
expertise the center provide? E.g. Number of successfully treated patients; up-to-
date technology; and leading experts in the field.
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10. Outcomes associated with quality of care
Diagnosis
4 Outcomes Research
Outcome Book Outcome Book
1 About Us Outcomes
• Outcomes associated with quality of medical care
• Don’t hide it in “For Professionals” section!
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11. Outcome Book
Participant comment:
“The comparison chart with national data is a great chart. Once
you caught my attention with that then I would spend more time
reading the other stuff [charts, data].”
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12. ion
er Interact
Bonus! Us
Expando Nav Launch Pad
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13. New design encourages browsing
• Version B has more clicks, higher success rate =>
• More clicks = More exploration
A
B
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15. Context encourages clicking
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16. Appendices
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17. Interface Implications
Participants clicked on Contact widget, even when they’re not required to.
Click “Appointments” tab Click “Contact Us” tab Click “Appointments” tab
“Is this working?” again
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18. Download Treatment Guide
Didn’t realize it’s a video
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