The study background is based over four pharma leaders in allergy products: Allegra-D, Alavert, Benadryl and Claritin. Each site will be tested using UserZoom's unique Online User Experience research method and technology.

1. Webinar:
Pharmaceutical Industry UX Benchmark Study
November 16th, 2010

2. Overview
 Introductions (2 min)
 Study Background (3 min)
 Methodology and Technology (3 min)
 Executive Summary (3 min)
 Findings and Opportunities (20 min)
 Questions and Comments (15 min)

3. Introductions
Alfonso de la Nuez
Founder & Co-CEO
at UserZoom
Ania Rodriguez
Founder and CEO at
Key Lime Interactive

4. About UserZoom
 Leading online (remote) user
experience research software
company
 9 years experience in UX
research & consulting
 Offices in Sunnyvale (CA),
London (UK) and Barcelona
(Spain)
 Created because traditional UX
research methods are great but
not enough

5. About Key Lime Interactive
 Experienced market research and usability
professionals
 Over 12 years of consulting experience
testing Internet 500 websites and providing
actionable results
 Most consultants have Masters in Human-
Computer Interaction, Psychology, Industry
Engineering or related field
 Cross-Industry Expertise
 Ability to scorecard against competition
 Ability to suggest cross-industry
recommendations to improve ease of use
 Independent Third Party
 Impartial with no-hidden agenda
 Ability to work with business team and
developers to “get everyone onboard”
Customer
Experience
Management
Lab
Tes6ng
Remote
Usability
Tes6ng
Focus
Groups
Expert
Reviews

6. Study Background

7. Study Background
• Compe66ve
benchmark
of
leading
Allergy
medica6on
sites
Goals
Websites
analyzed
• 200
par6cipants
• Must
have
or
care
for
someone
with
allergies
• 50%
female,
50%
male
Panel
• Open
browse
–
Research
allergy
medica6ons
online
•
Locate
general
informa6on
about
allergies
and
how
to
best
treat
them
• Locate
product
coupon
on
the
site
Tasks

8. Study Goals
 How do users research for allergy medication information?
 Which allergy medications are top of mind?
 What best design practices can be taken from these leading brands?
 What opportunities exist for these brands to improve the user perception?
 Which site has the greatest likelihood to recommend others to visit?

9. Tasks
 Open task – Research allergy medications: Your task is to use
the internet as you normally would to find out what allergy
medication is best suited for you or the person you are taking care
of. Make sure that conduct this task as you normally would visiting
all sites until you are satisfied and ready to make a decision.
 Locate general information about allergies and how to treat
them: Use <site> to locate general information about allergies
and how to treat/manage them.
 Locate product coupon: Please use the <medication> site as you
normally would to find coupons for <medication>.

10. Study structure
Introduction:
 When thinking about allergy medication, what is the
first medication that comes to mind?
 Where do you go online to get information about
allergy medication?
 Based on your experience, how negative or positive is
your perception of the following allergy medications?
 Do you currently take or care for someone who
currently takes one of the following allergy
medications?
Post-task:
 Self-reported success
 Ease of use
 Ease of navigation
 Clear where to start
 Satisfaction with amount of time to complete task
 What content is missing or would make it easier to find
what you are looking for?
Wrap-up:
 Likelihood to recommend : (Net Promoter Score )
 Post-task brand image
Introduction
Screener
N=200
Clari6n
n-­‐=50
Benadryl
Wrap-up
Task 1
Task 3
Allegra Alavert
Task1
Task 3
Task 1
Task 3
Task 1
Task 3
n-­‐=50
n-­‐=50
n-­‐=50
Task 2 Task 2 Task 2 Task 2

11. Methodology and Technology

12. Online Usability Testing Solution
 UZ Self-Serve Edition
 100% on-demand, web-
based software solution
 To manage & conduct
various types of online UX
research projects

13. How does UserZoom add value?
 By allowing you to see the
BIG picture
 Testing large samples of
geographically spread
participants
 Combining statistically-
significant usability + user
behavior data
 Measuring Customer
Experience cost-effectively
 Getting actionable insights
Usability Lab
Studies
Web Traffic
Analysis
Online
UX
Studies
Online
SurveysFocus Groups
Qualitative Quantitative
BehaviorAttitudes

14. How does UserZoom add value?

15. • Hundreds of users participate in a study
• In their natural context
• From geographically spread locations
• Users try to complete tasks (or goals) + answer questions
• No human moderation needed
• Our browser bar connects users with our secure servers
Our method

16. User recruitment options
Choose the user
recruitment yourself
 Panel*
 Intercept
 Private mailing list
*Partners of

17. Participants
87%
13%
1%
Which
of
the
following
best
describes
you?
Allergy
Suffer
Caregiver
Health
Care
Professional
69%
25%
7%
What
types
of
allergies
are
of
interest
to
you?
Indoor
&
Outdoor
Outdoor
Indoor
6%
8%
14%
14%
23%
37%
60%
67%
0%
20%
40%
60%
80%
100%
None
of
the
above
Alavert
Singulair
Other
Allegra
Zrytec
Clari6n
Benadryl
Which
of
the
following
allergy
products,
if
any,
have
you
purchased
in
the
past
year?
49%
51%
0%
20%
40%
60%
80%
100%
No
Yes
Do
you
go
online
to
get
informa;on
about
allergy
medica;ons?

18. Executive Summary

19. Executive Summary
 Benadryl ranks #1 using the Overall KLI User Experience Score (although Claritin
and Alavert were statistically equal)
 Benadryl has the highest net promoter score with a score of 46%
 Benadryl also has the highest brand perception (82%) and saw an increase of 18% from the
pre study measure of 64%
 84% of participants were satisfied with the Benadryl site
 88% thought it was easy use and that it was organized
 84% found the site visually appealing
 Claritin and Benadryl are the top allergy medication brands that are top of mind
 Participants self reported that they have used WebMd, Google, Claritin.com, Zyrtec.com,
Allegra.com, MayoClinic.com, Benadryl.com, Singular.com and CVS.com to get
information about allergy medication.
 The top 5 sites visited by users on the open explore were WebMD.com, Zyrtec.com,
Claritin.com, HealthCentral.com and MayoClinic.com.

20. Executive Summary
 Claritin and Alavert followed closely on all metrics with brand perception based on
the site experience closing the gap
 Claritin’s site moved the needle by 40% in brand perception and Alavert by an amazing
56%
 Claritin had a NPS of 44% and Alavert had a score of 31%
 Overall ease of use was similar between Claritin (84%) and Alavert (87%)
 88% agreed the Alavert was organized; 80% for Claritin
 86% of the participants found the Claritin site visually appealing
 Allegra performed statistically lower on most metrics than Benadryl, Claritin and
Alavert because of it’s low performance on the locate product coupons task
 Allegra has the lowest post positive brand perception of 48% as compared to 72%+ for the
other brands
 70% encountered frustrations as they were trying to locate product coupons

21. What Works Well: Benadryl
 Videos – Allergy Education
 “It was nice to have the videos with information about whether its an allergy or a
cold, etc.”
 “I like the short videos by a doctor discussion some basics of allergies, the
differences between allergies and colds, and what are allergies. I like the fact that
they were short yet informative. In this busy world, an longer of a video would have
not watched.”
 Navigation
 “Tabs on the top very
useful”
 “I like how when you
put your cursor over the
tabs, a drop down comes
down. It’s very fast
also. ”

22. What Works Well: Claritin
 Navigation
 “It was easy to navigate to get the information I was looking for.”
 “I like that the general categories , such as adult and children allergies has their
own tab at the top of the page. This made navigation very fast.”
 Allergy Profiler
 “I liked the allergy
symptom checker to help
choose a medicine to treat
it.”
 “I like how it broke down
many different situations,
so that people could find
a solution that could
possibly work for them. ”

23. What Works Well: Pollen Widgets
Benadryl:
“I
like
their
pollen
widget”
Alavert:
“I
like
the
zip
code
por6on
where
you
could
find
out
about
outdoor
allergies
in
your
area.
”

24. Findings and Opportunities

25. 1. Claritin (31%)
2. Benadryl (19%)
3. Zyrtec (18%)
4. Allegra (13%)
5. Flonase, Nasonex, Singulair, Sudafed (2%)
6. Alavert (1%)
Which
allergy
medica6on
is
top-­‐of-­‐mind?
(open-­‐ended)
Which
websites
have
you
visited
to
get
informa6on
about
allergy
medica6on?
1. WebMD (54%)
2. Google Search (16%)
3. Claritin, Zyrtec (4%)
4. Allegra, Mayoclinic.com (3%)
5. Benadryl, Singulair, CVS.com (2%)

26. Net
Promoter
Score
(NPS®)
0 1 2 3 4 5 6 7 8 9 10 NPS
Alavert (n=50) 2% 0% 2% 0% 2% 6% 4% 16% 22% 16% 31% 31%
Allegra (n=50) 6% 6% 4% 4% 2% 6% 16% 20% 12% 8% 16% -20%
Benadryl (n=50) 2% 0% 2% 2% 0% 2% 6% 8% 18% 16% 44% 46%
Claritin (n=50) 2% 2% 0% 0% 2% 2% 6% 6% 22% 10% 48% 44%
Detractors Promoters
NPS
%
of
Promoters
(9s
and
10s)
Detractors
(0
through
6)
=
-­‐
Copyright
2010.
Key
Lime
Interac6ve
and
UserZoom.
All
Rights
Reserved.
Aker
spending
about
10
minutes
on
the
site,
three
of
the
four
medica6on
sites
had
a
high
NPS
score
indica6ng
that
the
user
experience
for
the
given
tasks
did
not
adversely
affect
loyalty.
Allegra
had
the
lowest
NPS
score
of
-­‐20%.

27. Allergy
Medica6on
Brand
Percep6on
All
medica6ons
had
an
increase
in
brand
percep6on
pre
to
post,
indica6ng
that
the
sites
have
op6mized
the
experience
to
meet
expecta6ons
for
the
given
tasks.
Allegra’s
brand
percep6on
is
significantly
lower
than
the
other
brands
72%
48%
82%
78%
16%
28%
64%
38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Alavert
Allegra
Benedryl
Clari6n
Pre
Post
40%
18%
20%
56%
Average
increase:
34%

28. Task
1
–
Open
Browse
Research
allergy
medica6ons
online
Rank
Domain
#
of
visits
%
1.
Webmd.com
87
44%
2.
Zyrtec.com
26
13%
3.
Clari6n.com
23
12%
4.
Healthcentral.com
23
12%
5.
Mayoclinic.com
20
10%
6.
Nih.gov
8
<5%
7.
Allergyescape.com
7
<5%
8.
Singulair.com
6
<5%
9.
Clevelandclinic.org
4
<5%
10.
Drugs.com
4
<5%
Mean
Time
on
Task
1
–
3:10

29. Sites
(n=50
per
site)
Success
Ease
of
comple;ng
task
Sa;sfac;on
with
Time
Encountered
Problems
/
Frustra;ons
KLI
Score
Alavert
96%
76%
71%
20%
82%
Allegra
92%
70%
78%
22%
80%
Benadryl
94%
84%
80%
28%
86%
Clari6n
98%
64%
66%
26%
77%
Task
2
Metrics
Locate
general
informa6on
about
allergy
medica6ons
Indicates
significantly
worse
than
top
runner
Indicates
top
runner

30. 22%
clicked
on
“Learn
about
Allergies”
22%
clicked
on
“Manage
Allergies”
15%
clicked
on
“Clari6n
Products”
Clari6n
par6cipant
clicks
were
distributed
across
the
main
naviga6on.
Task
2:
Find
Allergy
Informa6on

31. Clari6n
par6cipant
clicks
were
distributed
across
the
main
naviga6on.
Task
2:
Find
Allergy
Informa6on
31%
clicked
on
“Allergy
Info”
15%
clicked
on
the
“Allergy
Tracker”

32. Sites
(n=50
per
site)
Success
Ease
of
comple;ng
task
Sa;sfac;on
with
Time
Encountered
Problems
/
Frustra;ons
KLI
Score
Alavert
61%
92%
92%
10%
81%
Allegra
2%
18%
22%
70%
21%
Benadryl
42%
90%
90%
18%
72%
Clari6n
78%
92%
84%
8%
86%
Task
3
Metrics
Locate
product
coupons
Indicates
significantly
worse
than
top
runner
Indicates
top
runner
*unable
to
track
the
behavior
on
main
por6on
of
site
due
to
design
of
site
(full
flash
inserted
with
wmode=window
instead
of
opaque
or
transparent
into
webpage
not
supported)

33. 52%
clicked
on
“Coupons”
menu
link
26%
clicked
on
the
“Save
on
Clari6n”
Print
&
Save
Coupon
The
majority
of
Clari6n
par6cipants
clicked
on
“Coupons”
or
“Save
on
Clari6n”.
Task
3:
Locate
Product
Coupon

34. Most
Alavert
par6cipants
clicked
on
the
two
busons
containing
“Coupon”
Task
3:
Locate
Product
Coupon
50%
clicked
on
“Get
a
Coupon”
link
35%
clicked
on
“Get
Coupon”
buson

35. Task
3:
Locate
Product
Coupon
36%
clicked
on
the
search
box
18%
clicked
on
“About
Allegra-­‐D”
10%
clicked
on
“About
Allergies”
52%
of
Allegra
par6cipants
used
search.

36. Task
3:
Locate
Product
Coupon
Why
Allegra
par6cipants
were
not
able
to
complete
task
3

37. Overall
Metrics
Sites
(n=50
per
site)
Overall
Sa;sfac;on
Ease
of
Use
Organiza;on
Visual
Appeal
KLI
Score
Alavert
82%
87%
88%
80%
84%
Allegra
50%
48%
50%
68%
53%
Benadryl
84%
88%
88%
84%
86%
Clari6n
88%
84%
80%
86%
85%
Indicates
significantly
worse
than
top
runner
Indicates
top
runner

38. Overall
Ranking
using
KLI
score
Overall
Online
User
Experience
Rank
1
Benadryl
2
Clari6n
3
Alavert
4
Allegra
Sta4s4cally
equivalent

39. Q&A

40. UserZoom (USA)
440 N. Wolfe Rd. Sunnyvale,
CA 94085
Phone: +1 (408) 524 7445
Contact: Alfonso de la Nuez
alfonso@userzoom.com
Key Lime Interactive
1221 Brickell Avenue
Miami FL 33131
Phone: 1 (305) 804 2930
Contact: Ania Rodriguez
ania@keylimeinteractive.co
Thanks so much for your time!
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