UserZoom & Key Lime Interactive Healthcare Webinar

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UserZoom and Key Lime Interactive offered a webinar about an webiste benchmark study on the Healthcare industry.

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  • 50% increase for Aetna pre/post for Rude attribute36% decrease for BCBS pre/post for Professional attribute26% increase for United pre/post for Helpful attribute42% increase on Rude pre/post for Rude attribute
  • UserZoom & Key Lime Interactive Healthcare Webinar

    1. 1. Health Care Industry Study 2009<br />September 2009<br />
    2. 2. Agenda<br />About UserZoom and Key Lime Interactive (2 min)<br />Study Background (3 min)<br />Methodology and Technology (3 min)<br />Executive Summary (3 min)<br />Findings and Opportunities (20 min)<br />Learn more about UserZoom Self-Serve Edition (15 min)<br />Questions and Comments (15 min)<br />
    3. 3. About UserZoom<br /><ul><li>International online user experience research firm.
    4. 4. Help brands better understand their online users, drive website ROI & improve business revenues.</li></ul>What is UserZoom?<br />What do we do?<br />How do we do it?<br /><ul><li>Through a unique, web-based, on-demand software application (UZ Self-Serve Edition) that empowers businesses to conduct highly sophisticated online research.
    5. 5. We offer both a license and research services (using partners like KLI)
    6. 6. Our tool will allow you to capture & measure critical and actionable data about your users’ online experience needed to properly manage your business.</li></ul>Bottom line… Why should you work with us?<br />
    7. 7. About Key Lime Interactive<br /><ul><li>Experienced market research and usability professionals
    8. 8. Over 10 years of consulting experience testing Internet 500 websites and providing actionable results
    9. 9. Most consultants have Masters in Human-Computer Interaction, Psychology, Industry Engineering or related field
    10. 10. Cross-Industry Expertise
    11. 11. Ability to scorecard against competition
    12. 12. Ability to suggest cross-industry recommendations to improve ease of use
    13. 13. Independent Third Party
    14. 14. Impartial with no-hidden agenda
    15. 15. Ability to work with business team and developers to “get everyone onboard”
    16. 16. Technology-agnostic
    17. 17. Can work with any solution or recommend the best solution to meet your specific needs</li></ul>Expert Reviews<br />
    18. 18. Study Background<br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
    19. 19. Technology: UserZoom<br /><ul><li>UZ Self-Serve watches hundreds of users as they complete directed or natural tasks. Users can be located anywhere in the world.
    20. 20. The software compiles the data and creates top-line reports.
    21. 21. Usability experts then use these to create actionable recommendations</li></li></ul><li>Tasks<br />Learn & Explore: Please take a few minutes getting a basic understanding of Medicare Supplemental Insurance and the plans available with <PROVIDER>. Do NOT get a quote for Medicare Supplemental Insurance and do not spend a lot of time exploring the site in detail. When you feel you have an understanding of Medicare Supplemental Insurance and the plans available with <PROVIDER>, click ‘Success’.<br />Get Rate: Using the site, obtain the rate for any of the Medicare Supplemental Insurance plans [A-L] available from <PROVIDER> that is of interest to you. When you have found a Medicare Supplemental Insurance plan, write down the rate as you will be asked for it afterwards. <br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
    22. 22. Study Design<br />Introduction:<br />Based on what you know, how negative or positive is your image of PROVIDER?<br />Which of the following brand attributes, if any, do you associate with PROVIDER?<br />Post-task:<br />Self-Reported Success<br />Ease of Use<br />Satisfaction with amount of time to complete task<br />What did you learn that you previously did not know? <br />What did you like?<br />What did you dislike?<br />Problems or frustrations while completing task(s)<br />Wrap-up:<br />Overall satisfaction<br />Likelihood to purchase<br />Likelihood to recommend : (Net Promoter Score )<br />Post-task brand image<br />Post-study brand attributes<br />Security and Privacy Likes/Dislikes with site<br />Screener<br />N=200<br />Introduction<br />Aetna<br />BCBS<br />Kaiser<br />Permanente<br />United<br />n-=50<br />n-=50<br />n-=50<br />n-=50<br />Task 1<br />Task1:<br />Task 1<br />Task 1<br />Task 2<br />Task 2<br />Task 2<br />Task 2<br />Wrap-up<br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
    23. 23. Poll question 1<br />
    24. 24. Executive Summary <br />Overall, study showed that leading sites for Health Care have significant opportunities to enhance the online user experience for researching and getting online rates for Medicare Supplemental Insurance<br />With 52% overall satisfaction, Blue Cross Blue Shield (Anthem) has the best overall experience for both the research and get quote tasks ; other sites had overall satisfaction below 50%<br />All sites had low Net Promoter Scores (likelihood to recommend friend/colleague)<br />All sites showed a lift in brand perception pre/post with Aetna showing the highest increase <br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
    25. 25. Executive Summary: Opportunities<br />Most panelists indicated that they were successful in completing the “Learn and Explore” task. However, over 40% of all panelists experienced at least one frustration during the “Learn and Explore” task. The top frustrations included: <br />No information about why I should choose provider<br />Terminology on site is confusing<br /> Process took too long / too many steps<br />Frustrations for the “Get Rate” task was higher than 55% for all sites. The top frustrations with the “Get Rate" task were:<br />Difficult to locate whereon site to get a rate/quote<br />Not enough guidance in selecting coverage options<br />Process took too long / too many steps<br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
    26. 26. Brand Perception: Pre/Post<br />All sites had a positive lift in brand perception.<br />+22%<br />+14%<br />+2%<br />+20%<br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
    27. 27. Brand Pillar Metrics:Pre vs. Post Differences<br />United showed a 26% increase on the ‘helpful’ attribute and maintained “professional” while other sites had a decrease on these two attributes. <br />All sites showed a sharp increase in the “rude” attribute. <br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
    28. 28. Overall Satisfaction<br />Panelists were most satisfied with Blue Cross Blue Shield and Aetna’s site when researching and getting rates for Medicare Supplemental Insurance. <br />Differences of 17% or greater are significant at 90% CI<br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
    29. 29. Net Promoter Score (NPS)<br />When asked if they would recommend PROVIDER to a colleague or friend, all sites had relatively low NEGATIVE NPS with Aetna and United Healthcare being the lowest. <br />Detractors<br />Promoters<br />-<br />=<br />% of Promoters<br />(9s and 10s)<br />Detractors<br />(0 through 6)<br />NPS<br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
    30. 30. Task 1: Learn & Explore<br />The success rate for the “learn and explore” task, although the frustration rate was above 40% for all sites showing room for improvement. <br />BCBS<br />Aetna<br />United<br />Kaiser Permanente<br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
    31. 31. Usability Metrics: Learn & Explore<br />Blue Cross Blue Shield had the highest mean usability scores for task 1. <br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
    32. 32. Blue Cross Blue Shield Liked Best:Learn & Explore<br />Ease of navigation:<br />“I liked the ease of finding information directly relating to the Blue Shield’s Medicare Supplement insurance.”<br />“it was all user friendly....I think even people who don't use web sites a lot would be able to navigate”<br />Comparison charts:<br />“clearly divided options for each plan”<br />“the graphic showing the differences between the supplemental plans”<br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
    33. 33. Kaiser Permanente Liked Best:Learn & Explore<br />Detailed content<br />“how detailed the information for the different program plan were”<br />“very informative and very detailed”<br />“Loads of information”<br />“the site seemed to have lots of information that I would want to return to”<br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
    34. 34. Top Frustrations: Learn & Explore<br />About half of the panelists on all sites had some sort of frustration with learning about Medicare Supplemental Insurance online. <br />Opportunities<br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
    35. 35. Poll question 2<br />
    36. 36. Task 2: Get Rate<br />Aetna and Blue Cross Blue Shield had the highest success rate when panelists were asked for the rate they found. <br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
    37. 37. Usability Metrics: Get Rate<br />Blue Cross Blue Shield had the highest mean usability scores for task 2 as well. <br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
    38. 38. Blue Cross Blue Shield Liked Best:Get Rate<br />Online step-by-step process<br />“Step-by-step process was fast and had a detailed summary of each plan.”<br />“I like the online ability to get a quote, and not have to talk to an agent or be pushed into purchasing”<br />Comparison with large print<br />“good comparisons between plans”<br />“I like how the plans could be compared side by side.”<br />“Gave information for different quotes with the large print making it easy to read it”<br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />24<br />
    39. 39. United HealthCare Liked Best:Get Rate<br />Step-by-step approach to getting a rate<br />“The lady who spoke of the difference between the offer service was nice hearing her explain”<br />“Offered a range of plans and easy to answer questions to narrow down my choices”<br />Many disliked/wished:<br />“Wish choice were in a side-by-side comparison chart.”<br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
    40. 40. Top Frustrations: Get Rate<br />Kaiser Permanente’s panelists were most frustrated with site navigation and lack of guidance. <br />Opportunities<br />Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
    41. 41. LEARN ABOUT USERZOOM<br />15 minute demo of the technology used to conduct this study<br />
    42. 42. More about UZ Self-Serve Edition<br /><ul><li>100% hosted / on-demand solution
    43. 43. It includes access to 2 apps: </li></ul>UZ Manager (for project design management)<br />UZ Analytics (for data analysis)<br />
    44. 44. Easily create and manage your studies with UZ Manager<br />
    45. 45. Easily create and manage your studies with UZ Manager<br />
    46. 46. Analyze results with UZ Analytics<br />
    47. 47. Analyze results with UZ Analytics<br />
    48. 48. Analyze results with UZ Analytics: Clickstreams per task<br />
    49. 49. Analyze results with UZ Analytics:<br />Clickmaps/heatmaps per page<br />
    50. 50. Would you like a demo?<br />Contact us and we’ll offer you a chance to see and try out our technology<br />Do you have any questions?<br />We’re sure you have many questions. Don’t hesitate to contact us and we’ll be glad to answer them.<br />Contact information<br />Alfonso de la Nuez<br />Founder & Int’l Business Dev<br />alfonso@userzoom.com<br />VirginieGlaenzer<br />US Sales Director, USA<br />vglaenzer@userzoom.com<br />AniaRodriguez<br />Founder, Key Lime Interactive<br />ania@keylimeinteractive.com<br />USA Office<br /><ul><li>UserZoom: 440 N. Wolfe Rd. - Sunnyvale, CA 94085 (USA) · [t] +1 (408) 524 7445
    51. 51. Key Lime Interactive: 1221 BrickellAvenue Suite 900, - Miami, FL +1 (305) 804-2930</li></ul>Members of<br />

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