Health Information
an Organization(al) Story
This is a Story of
•

Duplication the problem I was asked to solve

•

Inconsistency the problem not everyone agreed was a...
Duplication
We knew there was duplicate
•

Information

•

In 14 sites covering 6 major
conditions

And suspected duplicat...
Inconsistency
Duplication caused inconsistent
•

Messaging

•

Voice

•

HTML standards

•

SEO practices

•

Site structu...
Silos
But the underlying problem was
7 sub-offices working
independently with separate
• Strategies
• Approaches
• Tactics...
Discovery
To get a better idea of the state of
affairs, organization, and
audience goals I did a little
sleuthing.
•

Cont...
What Have We Here?
An Audit Snapshot - Methods example

First, looking at the sites as a
non-medical professional
• Browsi...
What Have We Here?
An Audit Snapshot - Findings Example

General Concern

The Fix

early recommendations,
prior to audienc...
Findability
What is

A long and murky path to Celiac Disease Symptoms (current state)
[organization] Home : [organization]...
Findability
What Could Be

A shorter, clearer path and URL to Celiac Disease Symptoms
National Institute of Diabetes and D...
Duplication
Similar Diet and Nutrition
Resources
#1

#2 pdf

#4

#1 pdf

#2
Inconsistency
We get this results searching for “Celiac Disease
Symptoms”, the top search term in Google
trends we find
•
...
Audience Analysis - phase 1

http://www.remarkablecoating.com/assets/images/paint-ideas/whiteboard-paint-in-the-classroom1...
Person With A Health Concern
 38.25% of people visiting
[organization] sites between 10/12
and 02/13 were persons with a
...
Family or Friend of a Person
With A Health Concern
 12.54% of people visiting
[organization] sites between
10/12 and 02/1...
Medical Professional
 29.34% of people visiting
[organization] sites between
10/12 and 02/13 were health
professionals an...
Audience Analysis - phase 2

http://www.remarkablecoating.com/assets/images/paint-ideas/whiteboard-paint-in-the-classroom1...
Conversation
So I talked to people.
•

7 interviews*

•

in 2 weeks

•

4 medical practitioners

•

2 people with a health...
Medical Professional - Before
 29.34% of people visiting
[organization] sites between
10/12 and 02/13 were health
profess...
Some Whiteboarding…
I Provide Care - After

•
•
•

29.34% of people visiting [organization] sites between 10/12 and 02/13 were health professi...
And Then There Were Four
I’m living with…
People living with a condition

I provide care…
Medical professionals offering c...
Your Point?
You Ask

http://i905.photobucket.com/albums/ac252/fxi/xff/2010/mar/31/so-sweet-kids/so-sweet-kids2.jpg
Remember, This is a Story of
Three things
1. Duplication the problem I was asked to solve
2. Inconsistency the problem not...
What Might Be Done
Some things that could go a long way toward fixing our
three concerns*.
1. Editorial Board
2. Responsiv...
Editorial Board
We could create an editorial board
to coordinate content creation,
curation, and distribution for
•

Less ...
Content
Event

New topic

Topic update
Proposal brief in CMS

Approval in CMS
Draft in CMS

Process Flows

Content + Peopl...
Responsive Pilot
We could choose pages with the most mobile traffic to give
immediate mobile friendly access, and to test
...
Wireframe
Mobile First
organization
logo

Responsive HTML5 prototype
Task-Based IA
Conversations taught us 2 very
important things
•

Our audience segments are
trying to get things done, not ...
Health
Information

Diabetes

Type 1
Diabetes

Type 2
Diabetes

Kidney Diseases

Gestational
Diabetes

Etc.

Blood
Disorde...
From Here to There
Overall recommendations

What the audience is looking
for
• one source of information,
clearly for them...
Discussion

–Kara Thorndike
Upcoming SlideShare
Loading in …5
×

Health Info - an Organization(al) story

851 views

Published on

Portfolio presentation of content strategy, information architecture, and user research work done on public health information sites.

Published in: Technology, Health & Medicine
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
851
On SlideShare
0
From Embeds
0
Number of Embeds
279
Actions
Shares
0
Downloads
1
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Health Info - an Organization(al) story

  1. 1. Health Information an Organization(al) Story
  2. 2. This is a Story of • Duplication the problem I was asked to solve • Inconsistency the problem not everyone agreed was a problem • Silos the problem behind the problems
  3. 3. Duplication We knew there was duplicate • Information • In 14 sites covering 6 major conditions And suspected duplicate • Production • Processes http://www.lucybyrd.com /
  4. 4. Inconsistency Duplication caused inconsistent • Messaging • Voice • HTML standards • SEO practices • Site structure http://www.monpa.com/wcp/images/creativexii.gi f
  5. 5. Silos But the underlying problem was 7 sub-offices working independently with separate • Strategies • Approaches • Tactics for the content and the web. http://www.tibbr.com/blog/wpcontent/uploads/2012/03/Evil_Silos2.jpg
  6. 6. Discovery To get a better idea of the state of affairs, organization, and audience goals I did a little sleuthing. • Content inventory • Content audit • Competitive analysis • Analytics data review • Stakeholder interviews http://thumbs.dreamstime.com/z/girl-as-detective13765290.jpg
  7. 7. What Have We Here? An Audit Snapshot - Methods example First, looking at the sites as a non-medical professional • Browsing the 14 sites for top Google search terms by condition. • Searching the 14 sites for top Google search terms by condition. • Examining the most viewed pages. And then evaluating for • • • • Findability Accessibility Duplication Readability (partial analysis) • completed with audience interview data http://thumbs.dreamstime.com/z/curious-baby-boy15459916.jpg
  8. 8. What Have We Here? An Audit Snapshot - Findings Example General Concern The Fix early recommendations, prior to audience input How to Implement the FIx Paths to information are murky Eliminate content silos, Simplify and Organize information by condition, Create a clarify paths clear information hierarchy, *Organize content by audience Search results are not always relevant to search term or content is not available Have consistent HTML markup, Coordinate nomenclature guidelines Standardize SEO guidelines, Use W3C guidelines for page titles, H1, H2, H3, etc. (semantic HTML), Create a standardized controlled vocabulary, *Use audience terminology Inconsistent content structure Have consistent editorial styles, Create consistent HTML markup Determine editorial content types and use content templates, Create a clear information hierarchy, Use semantic HTML Related information is not always Coordinate information planning and Organize content by condition, Structure connected production content, Standardize metadata Information and content experience is disjointed Coordinate information planning and production Coordinate content production by condition, Prioritize content, Create and use an editorial calendar by condition
  9. 9. Findability What is A long and murky path to Celiac Disease Symptoms (current state) [organization] Home : [organization] - nothing labeled celiac under health and disease topics http://www2.[organization].nih.gov/ Celiac Disease Awareness Campaign - under campaigns and programs heading www.celiac.nih.gov Educational Materials and Resources for people living with or affected by celiac disease (www.celiac.nih.gov/Materials.aspx) Celiac Disease (PDF, 162KB) - html document with informational voice, text, links, and images. digestive.[organization].nih.gov/ddiseases/pubs/celiac/ What are the symptoms of celiac disease? digestive.[organization].nih.gov/ddiseases/pubs/celiac/#symptoms - list of symptoms What I need to know about Celiac Disease? - header/call-out link digestive.[organization].nih.gov/ddiseases/pubs/celiac_ez/index.aspx Celiac Disease What You Need to Know -left sidebar link labeled with similar info, less in depth – includes Spanish at the bottom – according to the link, it’s the Spanish page digestive.[organization].nih.gov/ddiseases/pubs/celiac_ES/index.aspx http://digestive.[organization].nih.gov/spanish/pubs/celiac_ez/ and http://digestive. [organization].nih.gov/ddiseases/pubs/celiac_ES/ are also very similar
  10. 10. Findability What Could Be A shorter, clearer path and URL to Celiac Disease Symptoms National Institute of Diabetes and Digestive and Kidney Diseases ([organization]) [organization].nih.gov/ Health Information [organization].nih.gov/health-information/ Digestive Diseases [organization].nih.gov/health-information/digestive/ Celiac Disease [organization].nih.gov/health-information/digestive/celiacdisease/basics#symptoms <title>Celiac Disease Basics |[organization]</title> OR – an Alternative page title and URL <title>Celiac Disease Symptoms | [organization]</title> [organization].nih.gov/health-information/digestive/celiac-disease/symptoms
  11. 11. Duplication Similar Diet and Nutrition Resources #1 #2 pdf #4 #1 pdf #2
  12. 12. Inconsistency We get this results searching for “Celiac Disease Symptoms”, the top search term in Google trends we find • Inconsistent use of keyword. • The most relevant item (#3) is not the first result. • Related search terms are not always relevant. • The term itself is not used.
  13. 13. Audience Analysis - phase 1 http://www.remarkablecoating.com/assets/images/paint-ideas/whiteboard-paint-in-the-classroom1.jpg Next came a look at some cold hard data* Google Analytics + ForeSee + current video content + Pew Internet and Health Research data = 3 Personas *Except…
  14. 14. Person With A Health Concern  38.25% of people visiting [organization] sites between 10/12 and 02/13 were persons with a health concern and 66% were first time visitors (ForeSee)  17% of page visits were to diabetes content (Google Analytics)  23.78% of visitors use the top navigation bar and 28.17% use links in the center of the homepage (ForeSee)
  15. 15. Family or Friend of a Person With A Health Concern  12.54% of people visiting [organization] sites between 10/12 and 02/13 were family or friends of a person with a health concern and 66% were first time visitors (ForeSee)  36% of page visits were to digestive disease content (Google Analytics)  49.55% of visitors use the search bar (ForeSee)  42% of Hispanic-Americans using mobile to go online report mobile as the primary method (Pew Internet)
  16. 16. Medical Professional  29.34% of people visiting [organization] sites between 10/12 and 02/13 were health professionals and 12% visit [organization] sites about once a month (ForeSee)  30% of page visits were to kidney disease content (Google Analytics)  23.78% of visitors use the top navigation bar and 28.17% use links in the center of the homepage (ForeSee)
  17. 17. Audience Analysis - phase 2 http://www.remarkablecoating.com/assets/images/paint-ideas/whiteboard-paint-in-the-classroom1.jpg *Except that the Analytics implementation wasn’t all it could be. When in doubt, talk to people. Google Analytics + ForeSee + current content + Pew Internet and Health Research data + audience interviews = 4 Task-Based Personas
  18. 18. Conversation So I talked to people. • 7 interviews* • in 2 weeks • 4 medical practitioners • 2 people with a health concern • 4 friends or family members *a few interviewees fell into more than one category http://www.conferencesthatwork.com/wpcontent/uploads/2010/01/conversation_2995911291_cfba89e806.jpg
  19. 19. Medical Professional - Before  29.34% of people visiting [organization] sites between 10/12 and 02/13 were health professionals and 12% visit [organization] sites about once a month (ForeSee)  30% of page visits were to kidney disease content (Google Analytics)  23.78% of visitors use the top navigation bar and 28.17% use links in the center of the homepage (ForeSee)
  20. 20. Some Whiteboarding…
  21. 21. I Provide Care - After • • • 29.34% of people visiting [organization] sites between 10/12 and 02/13 were health professionals and 12% visit [organization] sites about once a month (ForeSee) 30% of page visits were to kidney disease content (Google Analytics) 23.78% of visitors use the top navigation bar and 28.17% use links in the center of the homepage (ForeSee)
  22. 22. And Then There Were Four I’m living with… People living with a condition I provide care… Medical professionals offering care and/or advice I support and take of… A non medical professional who provides daily care We educate… Organizations with education and outreach missions
  23. 23. Your Point? You Ask http://i905.photobucket.com/albums/ac252/fxi/xff/2010/mar/31/so-sweet-kids/so-sweet-kids2.jpg
  24. 24. Remember, This is a Story of Three things 1. Duplication the problem I was asked to solve 2. Inconsistency the problem not everyone agreed was a problem 3. Silos the problem behind the problems But also of what might be done about three things.
  25. 25. What Might Be Done Some things that could go a long way toward fixing our three concerns*. 1. Editorial Board 2. Responsive, mobile first pilot 3. Help our audience achieve their goals with a task based information architecture. i.e. divide health information into two sections. *duplication, inconsistency, and silos
  26. 26. Editorial Board We could create an editorial board to coordinate content creation, curation, and distribution for • Less content and workflow duplication. • More consistent voice and messaging. • Content and IA organized by condition • And an editorial calendar by condition. http://3.bp.blogspot.com/0OmKlSzrHdE/Tfnvp5G887I/AAAAAAAAI_Q/DkRfRC6rVPs/s1600/IMG_5127.JPG
  27. 27. Content Event New topic Topic update Proposal brief in CMS Approval in CMS Draft in CMS Process Flows Content + People = Process Edits Ready content in CMS Author Editor/Publisher Approver SME Reviews Edits Reviews Final content in CMS Final Approval in CMS Publish
  28. 28. Responsive Pilot We could choose pages with the most mobile traffic to give immediate mobile friendly access, and to test • An overall content strategy in a controlled setting. • Implement mobile first content recommendations. • Which content is really most in demand for mobile users.
  29. 29. Wireframe Mobile First
  30. 30. organization logo Responsive HTML5 prototype
  31. 31. Task-Based IA Conversations taught us 2 very important things • Our audience segments are trying to get things done, not be generally informed. discrete tasks • Medical practitioners and organizations educating them are in desperate need of CME content. distinct audience segment http://www.dailymail.co.uk/femail/article-2116922/How--stop-procrastinating-thingsdone.html
  32. 32. Health Information Diabetes Type 1 Diabetes Type 2 Diabetes Kidney Diseases Gestational Diabetes Etc. Blood Disorders for Medical Professionals Etc. Quick Reference Fact sheets CME Materials Calculators News Teaching Resources Presentations Best Practices Healthy Moments Press Kits Etc. Basics, In-Depth, Personal Experiences, Next Steps, Related Partial Site Map We could separate health information from more technical information to help the “I provide care” segment find things fast. We also could organize content by condition rather than sub-office for similar reasons Contact
  33. 33. From Here to There Overall recommendations What the audience is looking for • one source of information, clearly for them • short, clear paths • to complete tasks • up to the minute information • real life experiences What there is • similar but different information • long and indirect paths • a noun, inform you based IA • out of date pages • unrelated search results Bridging the gap • editorial board to set overall strategy, approaches, and tactics • coordinate production efforts • responsive pilot • task-based IA • audience terminology • consistent semantic HTML and SEO best practices http://cdn.c.photoshelter.com/img-get/I0000btnYOs.sXxA/s/850/850/Carrick-a-Rede-Rope-Bridge007.jpg
  34. 34. Discussion –Kara Thorndike

×