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User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
User Zoom Kli Health Webinar Sep09 Vf
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User Zoom Kli Health Webinar Sep09 Vf

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  1. Health Care Industry Study 2009 September 2009
  2. Agenda 1  About UserZoom and Key Lime Interactive (2 min) 2  Study Background (3 min) 3  Methodology and Technology (3 min) 4  Executive Summary (3 min) 5  Findings and Opportunities (20 min) 6  Learn more about UserZoom Self-Serve Edition (15 min) 7  Questions and Comments (15 min) www.userzoom.com
  3. About UserZoom What is UserZoom?   International online user experience research firm. What do we do?   Help brands better understand their online users, drive website ROI & improve business revenues. How do we do it?   Through a unique, web-based, on-demand software application (UZ Self-Serve Edition) that empowers businesses to conduct highly sophisticated online research.   We offer both a license and research services (using partners like KLI) Bottom line… Why   Our tool will allow you to capture & measure should you critical and actionable data about your users’ work with us? online experience needed to properly manage your business. www.userzoom.com
  4. About Key Lime Interactive   Experienced market research and usability professionals Expert   Over 10 years of consulting experience testing Reviews Internet 500 websites and providing actionable results   Most consultants have Masters in Human-Computer Interaction, Psychology, Industry Engineering or Remote Focus Groups related field Usability Testing   Cross-Industry Expertise   Ability to scorecard against competition   Ability to suggest cross-industry recommendations Lab to improve ease of use Testing   Independent Third Party   Impartial with no-hidden agenda   Ability to work with business team and developers to “get everyone onboard”   Technology-agnostic   Can work with any solution or recommend the best Customer Experience solution to meet your specific needs Management www.userzoom.com
  5. Study Background •  Compare and contrast leading Medicare sites regarding the ease of use of locating and getting rates for Medicare Supplemental Insurance / MediGap online Goals • Explore top frustrations and get insights from real users currently looking for Medicare Supplemental Insurance / MediGap for themselves or a relative •  AETNA  Kaiser Permanente Sites •  Blue Cross Blue Shield (Anthem)  United Healthcare •  Must live in California, Colorado, Georgia, Maryland or Ohio •  Must be retiring in next 12 months or help a relative close to retirement age with health and financial decisions Panel •  Must use the Internet to research health and financial decisions •  50% 61+ years old; 50% < 61 years old •  Dates: August 26 - September 10, 2009 •  50 panelists per site Other •  Panel source: Survey Sampling International (SSI) www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  6. Technology: UserZoom •  UZ Self-Serve watches hundreds of users as they complete directed or natural tasks. Users can be located anywhere in the world. •  The software compiles the data and creates top-line reports. •  Usability experts then use these to create actionable recommendations www.userzoom.com
  7. Tasks 1  Learn & Explore: Please take a few minutes getting a basic understanding of Medicare Supplemental Insurance and the plans available with <PROVIDER>. Do NOT get a quote for Medicare Supplemental Insurance and do not spend a lot of time exploring the site in detail. When you feel you have an understanding of Medicare Supplemental Insurance and the plans available with <PROVIDER>, click ‘Success’. 2  Get Rate: Using the site, obtain the rate for any of the Medicare Supplemental Insurance plans [A-L] available from <PROVIDER> that is of interest to you. When you have found a Medicare Supplemental Insurance plan, write down the rate as you will be asked for it afterwards. www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  8. Study Design Introduction: Based on what you know, how negative or positive is your image of PROVIDER? Which of the following brand attributes, if any, do you associate with PROVIDER? Screener Post-task: N=200 Self-Reported Success Introduction Ease of Use Satisfaction with amount of time to complete task Kaiser What did you learn that you previously did not know? Aetna BCBS Permanente United What did you like? n-=50 n-=50 n-=50 n-=50 What did you dislike? Task 1 Task1: Task 1 Task 1 Problems or frustrations while completing task(s) Task 2 Task 2 Task 2 Task 2 Wrap-up: Overall satisfaction Likelihood to purchase Likelihood to recommend : (Net Promoter Score ) Wrap-up Post-task brand image Post-study brand attributes Security and Privacy Likes/Dislikes with site www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  9. Poll question 1 www.userzoom.com
  10. Executive Summary •  Overall, study showed that leading sites for Health Care have significant opportunities to enhance the online user experience for researching and getting online rates for Medicare Supplemental Insurance •  With 52% overall satisfaction, Blue Cross Blue Shield (Anthem) has the best overall experience for both the research and get quote tasks ; other sites had overall satisfaction below 50% •  All sites had low Net Promoter Scores (likelihood to recommend friend/ colleague) •  All sites showed a lift in brand perception pre/post with Aetna showing the highest increase www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  11. Executive Summary: Opportunities Most panelists indicated that they were successful in completing the “Learn and Explore” task. However, over 40% of all panelists experienced at least one frustration during the “Learn and Explore” task. The top frustrations included:   No information about why I should choose provider   Terminology on site is confusing   Process took too long / too many steps Frustrations for the “Get Rate” task was higher than 55% for all sites. The top frustrations with the “Get Rate" task were:   Difficult to locate whereon site to get a rate/quote   Not enough guidance in selecting coverage options   Process took too long / too many steps www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  12. Brand Perception: Pre/Post All sites had a positive lift in brand perception. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 42% +22% Aetna 64% 56% BCBS +14% 70% Pre-Brand Perception Post-Brand Perception 54% KP +2% 56% 34% +20% United 54% www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  13. Brand Pillar Metrics: Pre vs. Post Differences United showed a 26% increase on the ‘helpful’ attribute and maintained “professional” while other sites had a decrease on these two attributes. All sites showed a sharp increase in the “rude” attribute. www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  14. Overall Satisfaction Panelists were most satisfied with Blue Cross Blue Shield and Aetna’s site when researching and getting rates for Medicare Supplemental Insurance. 0% 10% 20% 30% 40% 50% 60% Aetna 48% BCBS 52% KP 32% United 30% Differences of 17% or greater are significant at 90% CI www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  15. Net Promoter Score (NPS) When asked if they would recommend PROVIDER to a colleague or friend, all sites had relatively low NEGATIVE NPS with Aetna and United Healthcare being the lowest. 0 1 2 3 4 5 6 7 8 9 10 NPS 12% 8% 4% 2% 10% 12% 14% 8% 18% 8% 4% Aetna -50% 8% 4% 6% 10% 2% 8% 14% 10% 4% 10% 24% BCBS -18% 18% 6% 8% 4% 4% 6% 6% 16% 8% 8% 16% KP -28% 10% 4% 6% 6% 4% 22% 16% 8% 10% 8% 6% United -54% Detractors Promoters % of Promoters Detractors NPS = (9s and 10s) - (0 through 6) www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  16. Task 1: Learn & Explore The success rate for the “learn and explore” task, although the frustration rate was above 40% for all sites showing room for improvement. Aetna BCBS Kaiser Permanente United www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  17. Usability Metrics: Learn & Explore Blue Cross Blue Shield had the highest mean usability scores for task 1. 1 2 3 4 5 6 7 5.1 Ease to Locate: Medicare Supplemental 5.5 Insurance 5.2 5.1 5 5.5 Ease to Locate: Plans Available with Provider 5.3 5.2 Aetna BCBS 5.2 Satisfaction Time: Medicare Supplemental 5.3 5.6 KP Insurance 5.1 United 5.1 5.6 Satisfaction Time: Plans Available with Provider 5.4 5.1 4.1 4.7 Interest to Pursue Further 4.7 4.6 www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  18. Blue Cross Blue Shield Liked Best: Learn & Explore Ease of navigation: “I liked the ease of finding information directly relating to the Blue Shield’s Medicare Supplement insurance.” “it was all user friendly....I think even people who don't use web sites a lot would be able to navigate” Comparison charts: “clearly divided options for each plan” “the graphic showing the differences between the supplemental plans” www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  19. Kaiser Permanente Liked Best: Learn & Explore Detailed content “how detailed the information for the different program plan were” “very informative and very detailed” “Loads of information” “the site seemed to have lots of information that I would want to return to” www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  20. Top Frustrations: Learn & Explore About half of the panelists on all sites had some sort of frustration with learning about Medicare Supplemental Insurance online. 0% 10% 20% 30% 40% 50% 60% 70% I had no problems or frustrations Not enough information about why I should choose provider Terminology on site is confusing Process took too long / too many steps Opportunities Information is too detailed Aetna Difficult to find what I was looking for Difficult to understand information on site BCBS Information is incomplete / missing details KP Site is disorganized Could not find if it was available in my area/zip code United Site was slow / encountered errors Other, please specify: www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  21. Poll question 2 www.userzoom.com
  22. Task 2: Get Rate Aetna and Blue Cross Blue Shield had the highest success rate when panelists were asked for the rate they found. www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  23. Usability Metrics: Get Rate Blue Cross Blue Shield had the highest mean usability scores for task 2 as well. 1 2 3 4 5 6 7 4.5 4.8 Ease of use 3.4 4.6 Aetna 4.6 BCBS 4.9 KP Satisfaction: Time 3.4 4.7 United 3.7 4.6 Likelihood to purchase 4.1 4 www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  24. Blue Cross Blue Shield Liked Best: Get Rate Online step-by-step process “Step-by-step process was fast and had a detailed summary of each plan.” “I like the online ability to get a quote, and not have to talk to an agent or be pushed into purchasing” Comparison with large print “good comparisons between plans” “I like how the plans could be compared side by side.” “Gave information for different quotes with the large print making it easy to read it” Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. www.userzoom.com 24
  25. United HealthCare Liked Best: Get Rate Step-by-step approach to getting a rate “The lady who spoke of the difference between the offer service was nice hearing her explain” Many disliked/wished: “Offered a range of plans and easy to answer questions to narrow down my “Wish choice were in a choices” side-by-side comparison chart.” www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  26. Top Frustrations: Get Rate Kaiser Permanente’s panelists were most frustrated with site navigation and lack of guidance. 0% 10% 20% 30% 40% 50% 60% 70% No problems or frustrations Difficult to locate where on the site to get a rate/quote Not enough guidance in selecting coverage options Aetna BCBS Process took too long / too many steps KP United Inadequate instructions/help Opportunities Difficult to go back and make changes Other, please specify: Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. www.userzoom.com
  27. LEARN ABOUT USERZOOM 15 minute demo of the technology used to conduct this study www.userzoom.com
  28. More about UZ Self-Serve Edition   100% hosted / on-demand solution   It includes access to 2 apps: 1.  UZ Manager (for project design management) 2.  UZ Analytics (for data analysis) www.userzoom.com
  29. Easily create and manage your studies with UZ Manager www.userzoom.com
  30. Easily create and manage your studies with UZ Manager www.userzoom.com
  31. Analyze results with UZ Analytics www.userzoom.com
  32. Analyze results with UZ Analytics www.userzoom.com
  33. Analyze results with UZ Analytics: Clickstreams per task www.userzoom.com
  34. Analyze results with UZ Analytics: Clickmaps/heatmaps per page www.userzoom.com
  35. Would you like a demo? Contact us and we’ll offer you a chance to see and try out our technology Do you have any questions? We’re sure you have many questions. Don’t hesitate to contact us and we’ll be glad to answer them. Contact information Alfonso de la Nuez Virginie Glaenzer Ania Rodriguez Founder & Int’l Business Dev US Sales Director, USA Founder , Key Lime Interactive alfonso@userzoom.com vglaenzer@userzoom.com ania@keylimeinteractive.com USA Office  UserZoom: 440 N. Wolfe Rd. - Sunnyvale, CA 94085 (USA) · [t] +1 (408) 524 7445 Members of  Key Lime Interactive: 1221 Brickell Avenue Suite 900, - Miami, FL +1 (305) 804-2930 www.userzoom.com

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