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Designing a Mobile Experience for Breast Cancer Survivors
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Designing a Mobile Experience for Breast Cancer Survivors

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This presentation was originally given at UPA 2012. …

This presentation was originally given at UPA 2012.

Description:
A case study detailing mobile usability testing methods, development of a controlled vocabulary, and delivery of personalized medical content

This 3-year project for Breastcancer.org set out to deliver personalized web content to breast cancer patients on their mobile devices. User research highlighted a critical challenge associated with capturing accurate diagnosis information from patients. The case study will include two unexpected but effective solutions to this problem.


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  • Theme of this conference: leadershipIn usability, leadership means measurement... leads to stakeholder buy-in. never would have done the projects I'm talking about without huge stakeholder buy in on our ideas, and abilities to show measurable improvements.
  • Idea market.... Consensus on staekholder buy-in.
  • 4 scariest words for most women (and men). Nearly all women report "going numb" upon hearing these words. 6-7 years ago we saw lots of new-diagnosis-related searching late at night, now this has moved to mobile browsing, perhaps in the parking lot of the hospital/cancer center.
  • Clear nav/ powerful search... Who cares! Information scent is worthless if your nose is plugged! (i.e. you don’t know what you’re looking for). User research: need for personalization. Problem: Very few people could accurately report their full diagnosis--which was critical to our ability to send relevant articles.
  • Pilot project in 2010, iPhone app: BC Dx Guide. iPhone app to allow users to input Dx info, and receive personalized content. 3 Goals:1) 24-7 reference, printed booklet. (mobile important)2) Store health records on the go, encourage questions for doctors3) Personalized articles
  • RISK MITIGATION #1: iPhone is there in your pocket… when you’re with the doctor.
  • Report GuideEstrogen receptors: positive vs. negative. Affects treatment options (hormonal therapy)
  • 2) Word List – more likely to ask question of your doctor if you understand acronyms, etc.
  • TRUSTeMobile certification beta participant
  • Breastcancer.org can explain important things like study size, corroboration with previous studies, absolute versus relative risk. We saw very deep engagement with this content in the metrics.
  • Personalization Engine – Rule creationMinimum criteria for matching an article to a user.
  • ER-, PR-, HER2/neu- = “Triple Negative Breast Cancer”. Ability to teach newly diagnosed women terminology to use in their information gathering, as a result of personalization.
  • Measurement of what a “good rule” is
  • URL builder made for tracking banner campaignsWorks for us, too!
  • Positivetrends for: Time on site, Bounce rate, Pages/visitPersonalization trend?Mobile trend?
  • Responsive design versus separate mobile site. When you can hide content and functionality, consider separate site. Examples of home page from each.
  • Article pages from each.
  • HUGE drop in bounce rate from mobile devices after launch.
  • Over 110,000 registered users, 90,000+ discussion topics, millions of posts, more than 500,000 visits per month. 25% mobile traffic.
  • Design “responds” to browser width, optimizing to remove need for zooming (spreading), and for horizontal scrolling. Finger-sized tap targets.
  • Ability to add Diagnosis and Treatment info to receive personalized articles. RISK MITIGATION #2: Signature lines provided crowd-sourced accuracy-check on reported diagnosis and treatment information.
  • Personalized articles based on Dx and Tx info... Anywhere. Also added feedback to help tune rules even further.
  • I got sick of using duct tape, document cameras, etc. So we built UX Recorder for iOS (come see us at the booth!)
  • Specialized browser that records on-screen activity and gestures, user's face, and audio.
  • During playback, gestures are indicated, as well as user's face.
  • Transcript

    • 1. Designing a mobile userexperience for breastcancer SurvivorsDerek Olson, VP at Foraker Labs
    • 2. Who is this guy? Vice President of Foraker Labs, a web and mobile application development shop in Boulder, Colorado. Leads the design and development of award-winning iOS apps, web apps, and websites Provides usability, content strategy, and information architecture guidance to clients.
    • 3. Leadership = MeasurementStakeholders love metrics.Measurement-focused iOSapp.
    • 4. Leadership = MeasurementFrom the UPA “IdeaMarket”:
    • 5. “You have breast cancer”
    • 6. Usability ResearchClear navigation & powerfulsearch…Who cares?Information scent is worthless if yournose is plugged.
    • 7. Vocabulary DevelopmentFive vocabularies were developed to organize content.Audience Clinical Characteristics Patients  End of Life Issues and Planning Clinical: Menopausal Status: Clinical: Lymph Nodes Family & Friends  Environmental Risk Factors  Post-Menopausal  Lymph Nodes Removed, 0 Involved Press & Public  Estrogen-Receptor  Pre- or Peri-Menopausal  Lymph Nodes Removed, 10+ Involved Clinicians & Providers Downregulators  Lymph Nodes Removed, 1-9 Involved Worried Well  Genetic Risk Factors Clinical: Cancer Type  No Lymph Nodes Removed  Hormonal Therapy  Ductal Carcinoma In SituSituation  Hormonal Therapy Side Effects  Inflammatory Breast Cancer Clinical: PR Status  Legal and Financial  Invasive or Infiltrating Ductal Carcinoma  Progesterone Receptor Negative Asymptomatic Worried Lymphedema End of Life  Invasive or Infiltrating Lobular Carcinoma Cancer  Male Breast Cancer  Lobular Carcinoma In Situ  Progesterone Receptor Positive Just Diagnosed  Medical Screening and Testing Metastatic Cancer  Paget’s Disease Cancer  Menopausal Symptoms Recovery and Renewal  Moving On Symptomatic Worried Clinical: Cancer Recurrence Clinical: ER Status  Non-Personalizable  Local  Estrogen Receptor Negative Cancer Undergoing Treatment  Nutrition Waiting for Test  Metastatic  Estrogen Receptor Positive Cancer  Pain  RegionalResults  Pain MedicationsPerspective Clinical: HER2/neu Status  Radiation Side Effects Clinical: Cancer Metastatic  HER2/neu Negative Cancer Clinical  Radiation Therapy  Metastatic  HER2/neu Positive Cancer Emotional  Reconstruction  Non-Metastatic Practical  Selective Estrogen Receptor Clinical: Family History and Genetics Non-Personalizable Modulators Clinical: Cancer Stage  Family History  Side Effects of Pain Medication  Advanced BC  Inherited Genetic AbnormalityTopic  Surgery  Early Stage BCAromatase Inhibitors  Surgery Recovery Clinical: Sex Chemotherapy  Symptoms, Self-Detection and Clinical: Cancer Grade  Female Breast Cancer Chemotherapy Side Effects BSE  High Grade Cancer Cell Growth  Male Breast Cancer Complementary Medicine and  Targeted Therapy  Low Grade Cancer Cell Growth Treatments  Targeted Therapy Side Effects Dealing with Cancer Fear
    • 8. iOS App: Breast CancerDiagnosis Guide
    • 9. http://www.breastcancer.org/treatment/targeted_therapies/new_research/20101008b.jsputm_source=Personalization&utm_medium=iPhone&utm_campaign=8
    • 10. Website: Separate Mobile Site
    • 11. Website: Separate Mobile Site
    • 12. Website: Separate Mobile Site
    • 13. Community: Responsive Design
    • 14. Community: Responsive Design
    • 15. Diagnosis and Treatment Info
    • 16. Personalized Articles
    • 17. UsabilityResearch
    • 18. UX Recorder iOS App
    • 19. UX Recorder iOS App
    • 20. Questions? Derek Olson, VP Foraker Labs Email: dlo@foraker.com Twitter: @dereklolson Web: www.foraker.com Booth: