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Listening To Our Readers - ASBPE Presentation - November 16, 2012
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Listening To Our Readers - ASBPE Presentation - November 16, 2012

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Presentation discussing how Modern Healthcare listens to its audience and modified its digital presence to meet the audience's needs. Presented at an ASBPE workshop on Friday, November 16, 2012. …

Presentation discussing how Modern Healthcare listens to its audience and modified its digital presence to meet the audience's needs. Presented at an ASBPE workshop on Friday, November 16, 2012. ModernHealthcare.com was a Top 10 Finalist in 2012 for Best B2B Website.

Published in: Technology

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  • 1. Listening to your readers 2012Top 10 Finalist for ASPBEs "B2B Web Site of the Year." TABPIs Silver Tabbie for "Best b2b Website," ASHPE Gold Award 31 Editorial Awards in 2011 34 Editorial Awards in 2012 Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 2. Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 3. Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 4. Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 5. ModernHealthcare.com Oct. 2008 Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 6. ModernHealthcare.com July 2010 Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 7. Usability Goals 1. We needed to understand how our readers used the website. 2. We needed research from an outside source. Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 8. User Experience Survey ● July 2010, sent survey to 98k inactive users (2% response rate; 2100) and 31.5k active users (6% response rate; 1922) ● Inactive/Active was based on last login. ● Asked about visit frequency, navigation, look and feel, search, customer service, paid content. ● We also asked them if they would help us with a more detailed study. 93 said yes. Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 9. UX Survey Results At least 1 out of every 3 visitors found it “meh” or worse. 63.3% 61.7% Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 10. UX Survey Results Appearance wasn’t getting in the way 89% Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 11. Card Sorting Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 12. Card Sorting Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 13. Card Sorting Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 14. Usability Interviews ● Live Site vs. (Card-sort inspired) Test Site ● GoToWebinar (recorded) Open interview technique ● Nine one hour interviews, including top industry CEOs ● Start with how and where they get their news, and see where the ride takes you. Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 15. What We Learned ● Readers liked our credibility, frequency, timeliness and the breadth of news we covered. ● Readers liked the new drop-down navigation and page design. ● Readers wanted us to organize our news better. ● Readers wanted our news and relevant news from other sources. Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 16. What We Learned Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 17. What We Learned Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 18. What We Learned Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 19. Additional ResearchNielsen Norman Group | nngroup.com Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 20. What We Did Tasks TopicFormat/ Type Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 21. What We Did Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 22. ResultsUniques +571% Pageviews +395% Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 23. Container Agnostic“We need to create it in a way and edit it in away that we can pump it out to the people whocan consume it in a way that makes sense andwhere we don’t have to do it differently for eachdifferent device.”- Daniel Bernard, Chief Product Officer, WSJ,June 17, 2010 interview in BtoB Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 24. Container Agnostic Old New News News Container Editors Editors All Containers More Containers Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 25. Responsive Design One website, one URL, one template, one code base, but serving every device your readers use, now and in the future. Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 26. Responsive Design Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 27. Going Forward ● Listen to Readers, Continuously ● Design for Flexibility ● Let Research and Analytics Drive Change ● "Beware the Curse of Knowledge" ● We’re Not Designing for Ourselves ● Even if you write the best news, readers won’t work to find it. So, make it easy to find. ● Readers don’t visit B2B sites for entertainment. If we make it easier to get what they want and need, they’ll come back. Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 28. Thank you Contact Gonzo Schexnayder Digital General Manager Modern Healthcare 312-649-5421 gschexnayder@modernhealthcare.com AP’s Ethnography Study http://www.ap.org/newmodel.pdf http://www.NewCommunicationModel.org/ Gonzo Schexnayder / Modern Healthcare / Crain Communications
  • 29. Gonzo Schexnayder / Modern Healthcare / Crain Communications

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