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Atlanta Showcase: CDC's Social & Interactive Media Tools

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Atlanta Showcase: CDC’s Social & Interactive Media Sarah Greer, CDC September 24, 2009 www.chia.org

Atlanta Showcase: CDC’s Social & Interactive Media Sarah Greer, CDC September 24, 2009 www.chia.org

Published in Education , Technology
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  • 1. CDC Social & Interactive Media Tools Evaluation & Next Steps User Experience Team Division of eHealth Marketing National Center for Health Marketing CDC CCHIS NCHM DeHM Page 1
  • 2. Overview Social & Interactive Media @ CDC – CDC.gov audiences – Use of CDC social and interactive media Evaluation Summary – Products tested – Why, Who, How Key Usability Test Findings & Recommendations Next Steps CDC CCHIS NCHM DeHM Page 2
  • 3. Social & Interactive Media @ CDC To reach users where they are, with the information they need, when they need it. CDC.gov Blogs Buttons & Badges Content Syndication eCards eGames Email Updates Image Sharing Micro-blog (Twitter) Mobile Web Online Video Podcasts RSS Feeds Social Bookmarking/Tagging Social Networking Sites Text Messaging Virtual Worlds Widgets http://www.cdc.gov/SocialMedia/ CDC CCHIS NCHM DeHM Page 3
  • 4. Social & Interactive Media @ CDC eHealth Metrics Dashboard http://www.cdc.gov/metrics ACSI Scores, CDC Social & Interactive Media Usage (e.g. most popular eCard, number of widget clickthroughs) Social Media http://www.cdc.gov/socialmedia Descriptions of social and interactive media tools, active campaigns eHealth Marketing Data Briefs http://www.cdc.gov/healthmarketing/ehm/data- briefs.html Usage trends, audience data for interactive and media channels CDC CCHIS NCHM DeHM Page 4
  • 5. Who is using CDC.gov? Role 76% have a college or advanced degree 70% are female 67% are between the ages of 35 and 69 55% are frequent visitors (visit the site daily, weekly, or monthly) 46% are looking for health information for their work 32% are looking for Data & Statistics and Diseases & Conditions Source: American Customer Satisfaction Index (ACSI) October 4, 2008 – January 31, 2009 (N = 4042) CDC CCHIS NCHM DeHM Page 5
  • 6. Social & Interactive Media Usage In the last three months, have you done any of the following: August 01, 2009 - August 31, 2009 (N = 6979) Watch videos on a Web site 55% Receive text messages using my mobile phone / device 50% Send text messages using my mobile phone / device 48% Sign up to receive email updates from a website 45% Participate in online social networks (such as MySpace, Facebook, etc.) 39% Browse through photo galleries 38% Use personalized web pages (such as My Yahoo!) 35% Listen to podcasts or audio on a Web site 32% Read blogs or Wikis 31% Browse Web sites using my mobile phone / device 25% Post comments, ratings or reviews on a Web site 22% Bookmark or tag websites (using social bookmarking sites as Digg or… 19% Send an e-card 18% Upload videos to a Web site (such as YouTube) 13% None of the above 11% Subscribe to RSS feeds 9% Add a widget or gadget to your personalized web page 9% Write a blog or contribute to Wikis 7% Participate in virtual worlds (such as Second Life, Whyville, etc.) 3% 0% 10% 20% 30% 40% 50% 60% Source: American Customer Satisfaction Index (ACSI) CDC CCHIS NCHM DeHM Page 6
  • 7. Social & Interactive Media Usage @ CDC Which of the following items do you use on the CDC.gov? August 01, 2009 - August 31, 2009 (N = 6979) None of the above 59% Email updates 20% Bookmark and share (to tag content for social 13% bookmarking sites like Digg or Del.icio.us) Visitors who use our interactive Video or CDC-TV 10% media products are more Podcasts or Audio 7% satisfied with their visit to CDC’s Web site RSS feeds 4% (84 vs 79 out of 100). Other, please specify: 3% Blogs 3% e-Cards 2% Tagcloud 1% 0% 10% 20% 30% 40% 50% 60% 70% Source: American Customer Satisfaction Index (ACSI) CDC CCHIS NCHM DeHM Page 7
  • 8. Evaluation Summary CDC CCHIS NCHM DeHM Page 8
  • 9. What We Tested CDC CCHIS NCHM DeHM Page 9
  • 10. Why? Make refinements to the site/product layout, navigation, visual, and content that are research-based and data-driven Better understand usage and explore user perceptions of interactive media technologies Inform methodology for subsequent usability and user research efforts Testing during Fall 2008 and Winter 2008/2009 H1N1 Flu activities starting in April 2009 and haven’t slowed down! CDC CCHIS NCHM DeHM Page 10
  • 11. Who? N = approximately 14 participants per test Typical mix of gender, age, race, target audiences (typically more educated, have more Web experience) Recruited participants who have used technologies within a specific amount of time eCards/Podcasts and MySpace/Widgets tests were combined to save time and simplify recruiting - only required experience in one technology (helped ensure they could discuss/respond to some of the open-ended questions) CDC CCHIS NCHM DeHM Page 11
  • 12. How? In-person testing with one facilitator and one note taker in the room CDC CCHIS NCHM DeHM Page 12
  • 13. How? 1 hour session for 2 tests Metrics • Successful task completion • Number of page views • Time on task (not analyzed because of probes, follow- up questions) • First Clicks (where possible) • Clickpaths (where possible) • Initial Impressions • Comments and suggestions • Recall and understanding • Satisfaction CDC CCHIS NCHM DeHM Page 13
  • 14. eCards CDC CCHIS NCHM DeHM Page 14
  • 15. “Health-e-Cards” Usability Testing CDC eCards: Similar Tests: Key Elements Tested: Launched July 2006 Screener / Participants Find Card Over 308,000 sent and viewed Task Questions Create, Send Card Most viweed eCard is Flu Methodology / Metrics Receive, Open Card Prevention for Health Moderator script Tabs Professionals (over 26,000 views) Analysis Home page Design Round 1 – Current Site Round 2 – Prototype http://www2a.cdc.gov/ecards/ CDC CCHIS NCHM DeHM Page 15
  • 16. eCards Testing – Round 1 Findings – Card Format: Key pieces easy to misinterpret or miss seeing altogether – 37% could identify “the message in the card” – Confusion between personal message, CDC message Not clear which part was the card – The page linked from the email? – The page linked (“for more info”) in the card? Topic of eCard may be sensitive issue – “Some cards I would like to receive, some I wouldn’t”, “Some topics are too personal” CDC CCHIS NCHM DeHM Page 16
  • 17. eCards Testing – Round 1 Recommendations – Card Format: Re-write so card can be read from top to bottom, as one cohesive piece. “William sent you a Health-e-Card greeting…” Remove extra white space, use text labels and visual treatment to differentiate the key parts of the eCard (cdc message, personal message, disclaimer) Add more “meat” to eCard: stronger/more specific /actionable health message; Statistics; Link eCard to page with easier to digest messages; etc Address more topics: Aging, Fitness / Eating Right, Current Health info/news, STDs, Adolescent Health, At-risk communities, Teen Pregnancy, Breast exam, Disease / Health condition management, Smoking CDC CCHIS NCHM DeHM Page 17
  • 18. eCards Testing – Round 1 Findings – Email Format: 73% of participants 100% of users worry about viruses/spam felt the email looked – Affected decision to open eCard credible Sender’s name and email address is most important item to the user in deciding whether or not to open an eCard – “I would look to see who sent it to me before opening it” – “Good to see ‘CDC’, but more important to see the name of a friend” – “Never got anything bad from gmail” Recommendations: Highlight sender’s name and CDC Include sender’s name in “From:” line (not just email address) Consider adding CDC logo CDC CCHIS NCHM DeHM Page 18
  • 19. eCards Testing – Round 2 Findings – Email Format: Why does it look credible? N % Email looked credible = 100% Recognize friend's name 5 50% Would click the link to view the card Both: CDC & Friend's name 3 30% = 91% Most important: Seeing and See "CDC" and/or CDC logo 2 20% recognizing sender’s name Recommendations: Show sender’s name & email address in “From” line Show Sender’s name in Subject line Begin email body text with Sender’s name Show CDC logo when possible Consider removing line CDC CCHIS NCHM DeHM Page 19
  • 20. Podcasts CDC CCHIS NCHM DeHM Page 20
  • 21. Podcasts Usability Testing CDC Podcasts: Launched July 2006 Over 4.9 million downloads (audio and video formats) H1N1 (Swine Flu) is the most popular podcast – over 158,000 downloads Key Elements Tested: Find a Podcast Tabs Player controls http://www2a.cdc.gov/podcasts/ Saving File CDC CCHIS NCHM DeHM Page 21
  • 22. Podcasts Usability Testing Findings & Key Issues – Layout & Tabs: “Podcasts” label implies that all podcast information is within the first tab Most users misunderstood what “Subscribe” means Many users did not completely understand what “podcast” means Large, duplicate headers take up valuable real estate and push content down on the page Recommendations: Add broader, simpler explanation of CDC’s podcasts to the top of the page. Rename “Podcasts” tab, e.g. “Featured” Add instruction above tabs, e.g. “To find a podcast, choose a tab:” Reduce real estate used by headers CDC CCHIS NCHM DeHM Page 22
  • 23. Podcasts Usability Testing Findings – Download: Most users were surprised when they clicked “Save This File” and it played the file – Users are not reading the instructional text Recommendations: Visually link the instructions with the “Save This File” elements – Left-align the text with the icon Page CCHIS NCHM DeHM CDC 23 Page 23
  • 24. CDC-TV Usability Testing 1 - Right Click Findings - Download: Most users did not initially notice the instructions to save the file 40% of users were able to successfully download the video 1 Recommendations: Prompt users to download the 4 – Left Click video in the file size of their choice by simply left clicking the download link (remove instruction 1 - Right Click to right click) 3 - no click CDC CCHIS NCHM DeHM Page 24
  • 25. Widgets CDC CCHIS NCHM DeHM Page 25
  • 26. Widgets What is a widget? Small applications with real-time CDC content that can be embedded on Web sites and blogs. Once added, open channel for communicating critical health messages. Since October 2008, there have been over 33 million views and interactions with CDC.gov widgets Most popular widget = Peanut Recall widget – Embedded on over 7,000 Web pages (was at 20,000 during height of recall) – In February 2009, was viewed more than 1.7 million times – In February, 2009, more popular than CDC Homepage, Search, and the BMI calculator (10% of total CDC.gov page view traffic) CDC CCHIS NCHM DeHM Page 26
  • 27. Widgets CDC CCHIS NCHM DeHM Page 27
  • 28. Widgets Usability Testing Key Elements Tested: Widget page design Add widget to a Web page Data & Statistics Widget controls, content presentation Share and Info labels http://www.cdc.gov/Widgets/ CDC CCHIS NCHM DeHM Page 28
  • 29. Widgets Usability Testing Finding: Users thought that the CDC Data & Stats widget appeared credible and trustworthy, even after seeing it on another Web page. I think the CDC Web site is: Pre-Test Post-Test (t=4.3, p=.002)** Modern (Dated / Modern) 2.8 3.7 Imaginative (Unimaginative / Imaginative) 3.1 3.5 (t=2.88, p=.02) Clean (Clean / Busy) 3.6 4.1 (t=2.19, p=.05) Well Designed (Poorly Designed / Well Designed) 3.6 3.6 Interesting (Boring/Interesting) 3.5 3.8 Up to Date (Out of Date / Up to Date) 3.8 4.0 Attractive (Attractive/Unattractive) 3.9 4.2 Warm (Warm / Cold) 3.9 4.1 KEY: Trustworthy 4.2 4.5 (Trustworthy / Not Trustworthy) 5 = High Credible (Credible/Not Credible) 4.6 4.6 1 = Low **Note: On the “MODERN” question, several users confused “dated” with “recent” or “up-to-date”. CDC CCHIS NCHM DeHM Page 29
  • 30. Widgets Usability Testing Findings - Date & Buttons: 91% of users were able to identify CDC content and easily interact with the current feature. Users struggled to find the date of the most recent and previous features – 55% could correctly identify when the feature was added to the widget – Some users thought this was the date the data was published, not the date of the feature. ‘Previous” button was confusing - many users did not realize that there was more than one feature. When asked to find additional features, most users clicked the current feature. CDC CCHIS NCHM DeHM Page 30
  • 31. Widgets Usability Testing Recommendations – Date & Buttons: Consider whether the “published on” information is necessary - could place on “Info” screen for most content types. Rethink the concept of ‘previous’ and ‘next’ navigation. Consider a ‘paging’ feature, as well as an index of features by topic. CDC CCHIS NCHM DeHM Page 31
  • 32. Widgets Usability Testing Findings – Share, Add to Page: 5 – No Click Users struggled to share the Data & Statistics widget (get the embed code) – only 45% of users understood how to place it on another page to make it available to others 54% of users could successfully add the widget to an iGoogle page User Comments: 5 1 – “I don’t know” (6) – I want to copy and paste image (3) – “I missed the share button” (5) 4 – No Click – “I think it would let me enter an email address” (5) – "I have no idea how to do it on this one…share, maybe. [clicked on share] I would just copy this and paste it onto MySpace.” – "Perhaps I could forward it…I couldn't cut and paste…I don't know, I have no idea.” 3 4 CDC CCHIS NCHM DeHM Page 32
  • 33. Widgets Usability Testing Recommendations – Share, Add to Page: Improve the design, placement and prominence of the share option. The current button appears below the widget in gray; many users missed it. In place of “Embed Code,” offer brief instructions such as “Copy this code onto your Web page.” Explore additional ways to allow users to share the widget (e.g. email) Redesigning the widgets page as a gallery – more clearly indicate how to add to pages CDC CCHIS NCHM DeHM Page 33
  • 34. MySpace CDC CCHIS NCHM DeHM Page 34
  • 35. MySpace Usability Testing CDC’s MySpace Profile: Launched November 2007 ~ 890 friends Key Elements Tested: Navigation to CDC.gov site Badges & eCards Sections Videos Additional Content http://www.myspace.com/cdc_ehealth CDC CCHIS NCHM DeHM Page 35
  • 36. MySpace Usability Testing Findings: Users would first explore the top-most image above the blog, the blog articles, and the videos 40% of users indicated they could find nutrition/diet information on this site – image at the top is key When looking for recently updated articles, only 40% of users could locate the blog entries - “Well , I see the recent blogs, but I don’t see what’s recently updated…like on a blog it might say updated September 5th…I see the campaigns.” 20% of users looked for the link to the CDC.gov home page in the “About CDC” section – they tried to click banner logo, looked in Contacting CDC.gov, clicked MySpace home link CDC CCHIS NCHM DeHM Page 36
  • 37. MySpace Usability Testing Recommendations: Add a link above or in the blog section and descriptor text that is related to the feature image (Nutrition, Healthy Living, Men’s Health, etc.) Add additional labeling to the Blog section, including article dates to better indicate this content is like “feature” content and is timely Provide additional and more explicit links back to the CDC.gov home page near the top of the page, close to the logo Consider different page arrangement to better use the left column space and move the videos and other content higher on the page CDC CCHIS NCHM DeHM Page 37
  • 38. Next Steps CDC CCHIS NCHM DeHM Page 38
  • 39. Next Steps – eCards & Podcasts New eCards site launching October 2009 Currently implementing Podcast site testing recommendations Planning a full redesign of Podcasts site with additional testing early 2010 http://www2a.cdc.gov /podcasts/index.asp http://www2a.cdc.gov/eCards/index.asp CDC CCHIS NCHM DeHM Page 39
  • 40. Next Steps - Social Networking Sites Adding other content areas such as A-Z index, links to main health and safety topics, and content users suggested in testing MySpace 2.0 templates – much more flexibility for page formatting and layout Applications to provide users with popular/important content Additional user research – How well are social networking sites meeting http://www.myspace.co m/cdc_ehealth information needs, communicating key health http://www.facebook.com/CDC messages? CDC CCHIS NCHM DeHM Page 40
  • 41. Next Steps - Widgets Adding additional share features Usability testing on various navigation approaches and interaction - buttons, tabs, menus, animations/effects – What can and should be standardized? (maintenance, similarity to other widget/interactive ad experiences?) – Can we and should we offer a set of templates for different widget content? Design a widgets gallery http://www.cdc.gov/widgets CDC CCHIS NCHM DeHM Page 41
  • 42. Next Steps – Mobile Web Audience analysis – survey, interviews Analysis of content needs of target users Developing best practices for content page formatting Usability testing of site navigation http://m.cdc.gov CDC CCHIS NCHM DeHM Page 42
  • 43. Next Steps - Content Syndication Content syndication provides a way for CDC.gov Web page content to be placed onto your site and automatically updated. Currently a manual process for CDC. CDC sends out packages with instructions, sample code, and lists of available content that Web developers can add to their site. Developing a self-service system that allows users to sign up, search our online catalog of syndicated pages, select pages they’re interested in, and download the syndicate code to their site. Usability testing of self-service system CDC CCHIS NCHM DeHM Page 43
  • 44. Thank you! Centers for Disease Control & Prevention Division of eHealth Marketing Sarah Greer Northrop Grumman sgreer1@cdc.gov Catherine Jamal cjamal@cdc.gov Cari Wolfson Mike Peltz Thanks to these folks for their work on these projects! Nick Sabadosh, CDC, CCID Sanjay Koyani, FDA CDC CCHIS NCHM DeHM Page 44