The Science behindUser Experience Design Marketing Communications Team Meeting Kaitlan Chu |  Information Architect, Digit...
Version A            2
Version B            3
Lab Setting• One-on-one, in-person, lab-based study enabling  real-time observation• Refine process: cut down budget, time...
Align Business Goals with User Needs   1. Find service location   2. Find a doctor   3. Evaluate quality of medical care  ...
Find service locationScenario:Your uncle lives in Lakewood. You wonder if Epilepsy Center sees patients at a nearby locati...
A: Find service location           Training Programs2 Community Outreach               Community Outreach    4 Appointment...
B: Find service location About                                     Web AppointmentAppointment 4 Our Doctors100% Success ra...
Task: Evaluate quality of careScenario:You’re comparing a few hospitals to take your uncle to treat his epilepsy.         ...
Outcomes associated with quality of care                                     Diagnosis  4 Outcomes        Research        ...
Outcome BookParticipant comment:   “The comparison chart with national data is a great chart. Once    you caught my attent...
ion                       er Interact              Bonus! UsExpando Nav                 Launch Pad                        ...
New design encourages browsing• Version B has more clicks, higher success rate =>• More clicks = More explorationAB       ...
14
Context encourages clicking                       15
Appendices             16
Interface ImplicationsParticipants clicked on Contact widget, even when they’re not required to.  Click “Appointments” tab...
Download Treatment GuideDidn’t realize it’s a video                              18
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The Science behind User Experience Design | Chief Marketing Officer, Executive Director, Marketing & Communication Team

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Presented to Marketing & Communication Team, Chief Marketing Officer, Executive Director, Oct 15, 2012

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The Science behind User Experience Design | Chief Marketing Officer, Executive Director, Marketing & Communication Team

  1. 1. The Science behindUser Experience Design Marketing Communications Team Meeting Kaitlan Chu |  Information Architect, Digital Marketing 1
  2. 2. Version A 2
  3. 3. Version B 3
  4. 4. Lab Setting• One-on-one, in-person, lab-based study enabling real-time observation• Refine process: cut down budget, timeframe Camera Participant Moderator 4
  5. 5. Align Business Goals with User Needs 1. Find service location 2. Find a doctor 3. Evaluate quality of medical care 4. Research treatment options 5. Find clinical trials 6. Download patient guide 7. Research diagnostic options 8. Learn about treatment outcomes 9. Find patient education events 10. Learn epilepsy symptoms 11.Read other patients’ stories er  Interaction Bonus! Us 5
  6. 6. Find service locationScenario:Your uncle lives in Lakewood. You wonder if Epilepsy Center sees patients at a nearby location. Where do you  Avoid keyword click to find out? “Appointment”Your Task: Find out if the epilepsy center sees patients near Lakewood. 6
  7. 7. A: Find service location Training Programs2 Community Outreach Community Outreach 4 Appointments • Adding “location” to navigation is not  necessary 7
  8. 8. B: Find service location About Web AppointmentAppointment 4 Our Doctors100% Success rate• Add “Location” filter to Find a Doctor player• Provide consistent user experience 8
  9. 9. Task: Evaluate quality of careScenario:You’re comparing a few hospitals to take your uncle to treat his epilepsy. Avoid  keyword Where do you go to evaluate the quality of medical services and expertise the  “Outcomes”center provide?For example,• How many patients did the epilepsy center successfully treat last year?• Is the epilepsy center using up-to-date technology for diagnosis and treatments?• Does the center have leading experts in the field?Your Task: Where do you go to evaluate the quality of medical services and expertise the center provide? E.g. Number of successfully treated patients; up-to-date technology; and leading experts in the field. 9
  10. 10. Outcomes associated with quality of care Diagnosis 4 Outcomes Research Outcome Book Outcome Book 1 About Us Outcomes• Outcomes associated with quality of medical care• Don’t hide it in “For Professionals” section! 10
  11. 11. Outcome BookParticipant comment: “The comparison chart with national data is a great chart. Once  you caught my attention with that then I would spend more time  reading the other stuff [charts, data].” 11
  12. 12. ion er Interact Bonus! UsExpando Nav Launch Pad 12
  13. 13. New design encourages browsing• Version B has more clicks, higher success rate =>• More clicks = More explorationAB 13
  14. 14. 14
  15. 15. Context encourages clicking 15
  16. 16. Appendices 16
  17. 17. Interface ImplicationsParticipants clicked on Contact widget, even when they’re not required to. Click “Appointments” tab Click “Contact Us” tab Click “Appointments” tab  “Is this working?” again 17
  18. 18. Download Treatment GuideDidn’t realize it’s a video 18

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