Teaching old sites new tricks:
Transforming the Better Health Channel
into a Web 2.0 platform
Outline
1 About the Better Health Channel
2 The gap between 'health' web in government and
  industry
3 What are users doi...
About the Better Health Channel
» Better Health Channel was launched in 1999 as a
  'Web 1.0' content distribution channel...
Better Health Channel – Current homepage
                                       » Good SEO
                               ...
Gap between 'health' web
 – government vs industry
Area             Government               Industry

Web generation   We...
Gap between 'health' web
 – government vs industry
Area              Government                     Industry

Marketing   ...
Users are in a Web 2.0 world
Diagram taken from: http://www.flickr.com/photos/27048731@N03/3764657489/
Users are in a Web 2.0 world
Diagram taken from: http://socialwhisper.wordpress.com/2009/02/10/will-the-internet-eventuall...
Have your say – text or video blogs
Aggregated feeds for H1N1 - Twitter, RSS, mapping
Twitter feed
Twitter during H1N1   site H1N1
Consumer choices model – entry into the health system
Connect to people in a similar situation
Manage my own or my families health information
Why change?

If the site is so successful, why change?
» Competition has evolved their offerings
» Competition provides a ...
How to move forward

» Review our business goals
 What are we trying to achieve?
» Understand our target audience, our use...
Understanding our users

» Understand their motives, what drives them to
  the completion of their goals
» Their personal ...
Understanding our users
Profiling: Demographics vs Psychographics




» Ideally, use both approaches when building
  customer profiles.
Demographics vs Psychographics
Demographics                                Psychographics
Observable measurable segments o...
Our base psychographic profiles

» Health consumer types:
  Patient - someone who is diagnosed with a physical or mental
 ...
Our base psychographic profiles

Sector, industry or workforce types:
  Health and medical workers - professionals working...
Information seeking strategies,
and interactive design

  Psychographic-based profiling helped reveal our
  customer's inf...
Mental models in health

» We found three main mental models in the
  consumer health domain, which was largely
  determin...
Mental models

» Nurses think
  of health
  information in
  terms of
  hospital
  departments
Mental models

» Doctors view
  health information
  as systems or
  specialities
Mental models

» ‘Health
  consumers’ have a
  broader view of
  health, which
  bundles all health
  domains together.
  ...
How the models were elicited

» Users revealed their models by placing them
  at the centre of the redevelopment process.
...
Application of mental models

  Information architecture – how we structure,
  label and present our information for the
 ...
High-level Information Architecture

» Four top level streams:
  –   Conditions & Treatments
  –   Healthy Living
  –   Re...
Interactive style

» Not about ‘factsheets’

» Optimised around consumers goals and perceptions
  of health information:
 ...
Visual redesign

» The brief:

  “The key business goal for the redesign of the
    Better Health Channel is that the site...
Visual redesign & brand values




» In every aspect of it’s use, the BHC brand values represent
  the values, philosophie...
Visual design research & evaluation

As part of determining what form the visual identity of
  the Better Health Channel (...
Visual design research & evaluation - colours
» There are differences with the association of
  colour to ‘Health and Well...
Visual design research & evaluation - colours
» It is worth noting that the blue – green – yellow – white
  pallet elicite...
Visual design research & evaluation - colours
Visual design research & evaluation
Visual design research & evaluation - layouts
Evaluating visual design

» The challenge of subjectivity

» The “design we need” vs the “design we want”

  – Do: Alignme...
Preview of the new site

» Homepage
» Top-level landing pages:
  » Conditions & treatments
  » Healthy living
  » Relation...
Where are we going?
Establish a new design with room to grow
Make use of rich media
Give users voice
Find a health service on the run
Find a health service on the run
Teaching old sites new tricks: Transforming the Better Health Channel into a Web 2.0 platform
Teaching old sites new tricks: Transforming the Better Health Channel into a Web 2.0 platform
Teaching old sites new tricks: Transforming the Better Health Channel into a Web 2.0 platform
Teaching old sites new tricks: Transforming the Better Health Channel into a Web 2.0 platform
Teaching old sites new tricks: Transforming the Better Health Channel into a Web 2.0 platform
Teaching old sites new tricks: Transforming the Better Health Channel into a Web 2.0 platform
Teaching old sites new tricks: Transforming the Better Health Channel into a Web 2.0 platform
Teaching old sites new tricks: Transforming the Better Health Channel into a Web 2.0 platform
Teaching old sites new tricks: Transforming the Better Health Channel into a Web 2.0 platform
Teaching old sites new tricks: Transforming the Better Health Channel into a Web 2.0 platform
Teaching old sites new tricks: Transforming the Better Health Channel into a Web 2.0 platform
Teaching old sites new tricks: Transforming the Better Health Channel into a Web 2.0 platform
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Teaching old sites new tricks: Transforming the Better Health Channel into a Web 2.0 platform

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Presetnatin to the Victoria ONline seminar series, 27 April 2010. Provides an overview of the Better Health Channel, examines the gap between 'health' web in government and industry, looks at what are users doing in health online, and how to decide to move forward, what are the psychographics and mental models of users, and the visual design: managing stakeholder business and user divergence and provides a review of the new site, and the future redevelopment agenda.

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Teaching old sites new tricks: Transforming the Better Health Channel into a Web 2.0 platform

  1. 1. Teaching old sites new tricks: Transforming the Better Health Channel into a Web 2.0 platform
  2. 2. Outline 1 About the Better Health Channel 2 The gap between 'health' web in government and industry 3 What are users doing in health online? 4 Deciding how to move forward 5 Psychographics and mental models of users 6 Visual design: managing stakeholder business and user divergence 7 Preview of the new site, and the future redevelopment agenda
  3. 3. About the Better Health Channel » Better Health Channel was launched in 1999 as a 'Web 1.0' content distribution channel » Accessible: health and medical information in plain English » Very popular – about 1 million visits per month » Most visited Victoria Government website (Hitwise) » Most visited Australian Health and Medical Information website (Hitwise)
  4. 4. Better Health Channel – Current homepage » Good SEO » No major IA or visual redesign in the last 10 years » Passive – info distribution
  5. 5. Gap between 'health' web – government vs industry Area Government Industry Web generation Web 1.0 Web 2.0 Engagement Information provision Information provision Some service locators Decision support User generated content / sharing Network building (my personal health network) Personal health information management Formats Text-based articles or Text-based articles or factsheets factsheets Videos, images Basic geo-mapping Elearning, instructional, decision-trees Basic email newsletter Blogs Discussion (Forums, Q&As, Blog comments, etc) Mapping Targeted emails Connectivity - Social media integration – facebook, twitter, specialist networks
  6. 6. Gap between 'health' web – government vs industry Area Government Industry Marketing Traditional media Online (banner ads, search advertising/SEM) SEO SEO Channels Desktop PC (browser, email) Desktop PC (browser, email) Print Mobile handsets (browser, apps, txt) Content Single authoritative source Multiple ‘voices’ of authority and experience publishing & QA Strict QA & governance Aggregated information sources (mash-ups) Consumer QA (User needs to decide on quality) Content scope Medical view of health (esp. Broad definition of health conditions) Includes medical, CAM, lifestyle, relationships, etc More recently broader Full lifecycle: prevention, through to diagnosis, 'healthy lifestyle' management, etc Service descriptions Topical
  7. 7. Users are in a Web 2.0 world Diagram taken from: http://www.flickr.com/photos/27048731@N03/3764657489/
  8. 8. Users are in a Web 2.0 world Diagram taken from: http://socialwhisper.wordpress.com/2009/02/10/will-the-internet-eventually- control-us/
  9. 9. Have your say – text or video blogs
  10. 10. Aggregated feeds for H1N1 - Twitter, RSS, mapping
  11. 11. Twitter feed Twitter during H1N1 site H1N1
  12. 12. Consumer choices model – entry into the health system
  13. 13. Connect to people in a similar situation
  14. 14. Manage my own or my families health information
  15. 15. Why change? If the site is so successful, why change? » Competition has evolved their offerings » Competition provides a richer user experience » User expectations – are we still meeting them? Are we still relevant? » Health info seeking: users shop around for health information – others have recognised this and try to build ongoing engagement » Need to build loyalty
  16. 16. How to move forward » Review our business goals What are we trying to achieve? » Understand our target audience, our users What's their story? How do they understand 'health'? What are their goals? » Design a model for customer engagement » Our values, our brand » Information architecture » Interactive design » Involve our customers all along the way
  17. 17. Understanding our users » Understand their motives, what drives them to the completion of their goals » Their personal health journeys » Elicit their mental models of health and health information » Know their goals = customer profiling
  18. 18. Understanding our users
  19. 19. Profiling: Demographics vs Psychographics » Ideally, use both approaches when building customer profiles.
  20. 20. Demographics vs Psychographics Demographics Psychographics Observable measurable segments of a Psychological, sociological and population’s characteristics. anthropological factors. Does not draw on any assumptions, From a subject's perspective, particular prejudices, or values of particular feelings, beliefs, desires or discovery subjects. made from information pertaining to a personal experience Examples: age, family size, gender, race, Examples: motivations (or reasons for doing ethnicity, income, and education or wanting something), views they hold, their values, activities, interests, opinions and overall lifestyles, and personal stories or journeys. The typical better health channel user is “The household health hub” Female, aged between 35 and 60, “The curious well” and has two kids. The demographic 'who' The personal 'who and 'why'
  21. 21. Our base psychographic profiles » Health consumer types: Patient - someone who is diagnosed with a physical or mental health problem, or is worried about their physical or mental health Lay caregiver – they have a personal, non-professional health care role, usually within a family. They are usually the key influencer with regards to the health of those they care for The curious well - they don’t have a health problem, but are motivated by interest and curiosity, generally in response to a media article, etc. Self improvers - individuals who are wanting to improve some area of their health or life. They are unlikely to be suffering from a major or diagnosed illness (e.g. a patient)
  22. 22. Our base psychographic profiles Sector, industry or workforce types: Health and medical workers - professionals working in the health sector, either delivering services to health consumers (for example, a local GP), or to other individuals within the sector (such as a peak body) Non health worker - those employed in industry in a range of non health sectors, however, require access to health information and services in the course of fulfilling their job, such as when having to provide a duty of care to employees or customers Health educator and health researcher - A health educator/researcher is someone involved in teaching in health, or conducting research in health
  23. 23. Information seeking strategies, and interactive design Psychographic-based profiling helped reveal our customer's information seeking strategies This lead to the design of the interactive approach for the site They had 3 different information consumption behaviours: − Medical reference directory-style 'look-up' for conditions & treatments, which was usually searching for a known item − Magazine-style browsing of topics for “wellness” and lifestyle content − Service locator approach for finding a health service
  24. 24. Mental models in health » We found three main mental models in the consumer health domain, which was largely determined if you were a: 1 Nurse 2 Doctor 3 Health consumer (lay person)
  25. 25. Mental models » Nurses think of health information in terms of hospital departments
  26. 26. Mental models » Doctors view health information as systems or specialities
  27. 27. Mental models » ‘Health consumers’ have a broader view of health, which bundles all health domains together. Consumers are the major target audience of the website.
  28. 28. How the models were elicited » Users revealed their models by placing them at the centre of the redevelopment process. » These models were elicited through: Card sorting (and other IA tools & techniques) Interviews (one-on-one, and group) Survey instruments (pre and post workshop surveying, online forms, etc)
  29. 29. Application of mental models Information architecture – how we structure, label and present our information for the target audiences Interactive design – our approach to engaging particular audience segments, and aiding them in achieving their goals via BHC Visual design – providing cues which are congruent with users inner representation or perceptions of health (more on this later)
  30. 30. High-level Information Architecture » Four top level streams: – Conditions & Treatments – Healthy Living – Relationships & Family – Services & Support » Organised around topics, rather than formats
  31. 31. Interactive style » Not about ‘factsheets’ » Optimised around consumers goals and perceptions of health information: – ‘Medical reference’ for Conditions & Treatment – ‘Magazine browsing’ for Healthy Living and Relationships &Family – ‘Service locator’ for Services &Support – A variety of formats will be embedded within the topic pages (risk assessments, images, videos, stories etc)
  32. 32. Visual redesign » The brief: “The key business goal for the redesign of the Better Health Channel is that the site is bold, innovative and confident - demonstrative of its leadership position.”
  33. 33. Visual redesign & brand values » In every aspect of it’s use, the BHC brand values represent the values, philosophies and business goals of the BHC entity.
  34. 34. Visual design research & evaluation As part of determining what form the visual identity of the Better Health Channel (BHC) should take, BHC visitors were encouraged to take part in a survey designed to elicit the: » Colours associated with health information » Negative and positive associations of two competing visual design treatments, including their impact on our ‘brand’ » Visual items of high or low priority for users » Visual hierarchy, that is, where users attention drawn, and what they ignore
  35. 35. Visual design research & evaluation - colours » There are differences with the association of colour to ‘Health and Wellbeing’ information, in contrast to ‘Clinical / Medical’ information. » For both Health and Wellbeing (H&WB), and Clinical information, users strongly associated the colours Blue and White: (White likely has a stronger association in the clinical space, as it is often is linked with sterile environments, such as hospitals, clinics, etc.) » Warm and softer toned colours (green and yellow), were represented more prominently in the top end of the H&WB colour pallet: » Colours specific to the Clinic space included red and grey: (Red likely appeared due to its use in the ‘red cross’.)
  36. 36. Visual design research & evaluation - colours » It is worth noting that the blue – green – yellow – white pallet elicited visceral responses from users, such as: » "Green - energy, life, the earth, nature, outdoors White - clean, starting fresh, uncluttered, blank canvass Blue - calm, ocean, serenity, water (main composition of our body)" » "green for grass, yellow for sun & blue for water suggest health & wellbeing to me" » "White to me represents purity and so good health and contrasts well with all other colours Blue makes me think of things good such as blue skies and blue water on a clear day so has a 'positive' vibe about it" » "Green to me represents growth and health as in plants and vegetation."
  37. 37. Visual design research & evaluation - colours
  38. 38. Visual design research & evaluation
  39. 39. Visual design research & evaluation - layouts
  40. 40. Evaluating visual design » The challenge of subjectivity » The “design we need” vs the “design we want” – Do: Alignment to our goals, and aid the fulfilment of website objectives – Don’t: Decide based on personal aesthetic preferences and beliefs (my favourite colour, etc)
  41. 41. Preview of the new site » Homepage » Top-level landing pages: » Conditions & treatments » Healthy living » Relationships & family » Services & support » Content page (article)
  42. 42. Where are we going?
  43. 43. Establish a new design with room to grow
  44. 44. Make use of rich media
  45. 45. Give users voice
  46. 46. Find a health service on the run
  47. 47. Find a health service on the run

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