Using Data and Customer Insights to Drive Design

USING DATA AND CUSTOMER
INSIGHTS TO DRIVE DESIGN
Vermont Web Marketing Summit | October 25, 2016
Andy Campbell
Web Strategist
andrew.campbell@uvmhealth.org
Katie McCurdy
User Experience Designer & Researcher
katie.mccurdy@uvmhealth.org
@katiemccurdy

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

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

Our digital ecosystem
● Website
● Blog
● 8 Social Media Channels
● Email campaigns

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?

"Without knowledge action is useless and
knowledge without action is futile." - Abu Bakr

FINDING A DOCTOR

Challenge: it’s too hard to find a primary care
doctor accepting new patients

ORIGINAL DESIGN

WHAT OUR SURVEY SAID
“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

OUTCOME - TRAFFIC UP NEARLY 40%
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?

BEFORE

WHAT TESTERS SAID
“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
“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

WHAT WE LEARNED: RETROFITTING IS HARD
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?

INTERVIEW INSIGHT: PATIENTS WANT TO
UNDERSTAND PROVIDERS AS PEOPLE
“Their demeanor is important.”
“I want to see if they look happy in their
photo.”

ACTION: ADD PROVIDER VIDEOS (268 SO FAR)

ACTION: ADD PROVIDER VIDEOS TO SEARCH

ACTION: ADD PROVIDER VIDEOS TO PROFILES

PROVIDER VIDEOS INCREASED TIME ON PAGE
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
“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

REDESIGNING OUR ENTIRE
WEBSITE

Data helps us make decisions along the way.
We’ve relied heavily on:
● Analytics
● Heatmaps
● Interviews
● Surveys
● Treejack - a tool for testing our navigation

KEY PAIN POINTS
Our survey showed us some of the key
areas we need to focus on:
● Information browsing
● Navigation
● Site information

SURVEY QUOTES
“I cannot find what I am looking for”
“Too much irrelevant stuff - hard to find what
I am looking for”
“[use] less text”

Our process
● Design sprints
● Prototyping

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

KEY INSIGHTS > OUR PERSONAS
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)

How can we envision our personas’ journey?

How can we keep from forgetting about our
personas through the design process?

PERSONAS > HOW CAN YOU DO IT?
Things to consider including:
● Specifics - name, age, location, job,
background
● Technology comfort
● Key quote
● Behaviors
● Goals
● Needs
● Fears

How else can we carry forward the important
things we’ve learned?

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

Our Design Principles

PUT PATIENTS FIRST
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
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
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
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
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
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
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!

Why are Personas and Design Principles
important?

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

FROM DATA TO DESIGN

How data informed our design decisions:
the excruciating minutiae
Disclaimer: prototype screens ahead

1) Finding a doctor

FINDING A DOCTOR IS KEY

SO WE ARE PLAYING IT UP IN OUR PROTOTYPE

‘DOCTORS’ ALWAYS SHOWS ON SMALL SCREENS

2) Departments & Locations

PEOPLE CLICK ON DEPARTMENTS & PROGRAMS

THEY ARE OFTEN LOOKING FOR CONTACT INFO
& DIRECTIONS
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

WE MOVED FROM AN A-Z LIST OF LINKS...

...TO MORE OF A ‘DIRECTORY’ LISTING

3) Medical Records

MEDICAL RECORDS = MOST-SEARCHED TERM
(GOOGLE ANALYTICS)

MEDICAL RECORDS = HIGH CALL CENTER TRAFFIC

IT’S NOT CLEAR WHERE TO FIND MED RECORDS

HEATMAP FOR PATIENTS AND VISITORS PAGE

...ADDING LINK ON NEW PATIENTS & VISITORS

LOOKING AT WAYS TO FEATURE ON HOMEPAGE

RECONSIDERING MEDICAL RECORDS CONTENT

How can you use data to make design decisions?

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!

Think about your entire digital ecosystem:
● Website
● Search campaigns
● Facebook campaigns
● Email campaigns
● ...and even in-person or phone interactions

Things you might act on:
● Website navigation
● Homepage design & flow
● Calls-to-action
● Terminology
● Tone & Voice
● Branding
● Priority of elements

Consider creating tools like personas or design
principles to help your team make decisions

THANKS!
Vermont Web Marketing Summit | October 25, 2016
Andy Campbell
Web Strategist
andrew.campbell@uvmhealth.org
Katie McCurdy
User Experience Designer & Researcher
katie.mccurdy@uvmhealth.org
@katiemccurdy

Using Data and Customer Insights to Drive Design

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