Disease & Conditions Findability | Digital Marketing Team, marketing managers

401 views

Published on

Presented to Digital Marketing Team, marketing managers, Children's Hospital.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
401
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Disease & Conditions Findability | Digital Marketing Team, marketing managers

  1. 1. Conditions & Diseases Findability - improving findability for up to 88% usersKaitlan ChuJanuary 2012 UX | Digital Marketing | Cleveland Clinic Confidential 1
  2. 2. Contents Agenda Page Number Background 3-5 Pilot Study & Findings 6-12 Principal Study & Findings* 14-21 Executive Summary 22- Appendices 28- Categories & Definitions Diseases & Definitions UX | Digital Marketing | Cleveland Clinic Confidential 2
  3. 3. Background UX | Digital Marketing | Cleveland Clinic Confidential 3
  4. 4. Objectives• Cleveland Clinic Children’s Hospital wants to learn how users mentally associate diseases with categories. • Are they in line with the clinical definitions? • E.g. by clinical definition, “Cyclic Vomiting Syndrome” belongs in the category “Neurological Conditions”. Do users know to look there?• Competitive Analysis shows there is no consistent medical categories among Children’s Hospital’s competitor websites• User groups: Is there difference in how different user groups search for health info? • Parents v.s. Non-parents • Web users v.s. Cleveland Clinic Patient Panelists • How many % of web surfers are medical professionals? UX | Digital Marketing | Cleveland Clinic Confidential 4
  5. 5. Diseases & Conditions Accordions UX | Digital Marketing | Cleveland Clinic Confidential 5
  6. 6. Methodology: Closed-card Sort• Participants are provided with a predetermined set of medical category names. i.e. Neurological Conditions• They then place the disease cards to these categories. i.e. Pink eye• A total of 45 cards, 19categories• All come with definitions• Each participant waspresented with 10 randomdisease cards• Each participant sees all themedical categories, displayedin alphabetical order UX | Digital Marketing | Cleveland Clinic Confidential 6
  7. 7. Pilot Study – Qualitative UX | Digital Marketing | Cleveland Clinic Confidential 7
  8. 8. Pilot Study • In-person card sort with 10 participants – Melissa – Lisa (minor) – Jamil – Judith – Cheryl – Linda (volunteers at the center) – Kate – Amy – Bob (volunteer at the center) – Ben • Recruited from Ronald Donald Family Room in Children’s Hospital • Conducted in the lobby on 3rd floor • October 26-31, 2011 UX | Digital Marketing | Cleveland Clinic Confidential 8
  9. 9. Pilot Study Sign-up Sheet Flyers UX | Digital Marketing | Cleveland Clinic Confidential 9
  10. 10. Findings: Content (Pilot Study)• Recommend – Provide definitions to Categories:  Rheumatology is the category least participants are familiar with (8/10).  Followed by Endocrinology, Orthopedics, and Pulmonary Recommend - Adding Categories:  Most wished-for: "Sleep Disorders"  “Urology” (in lieu of, split between Kidney and Infectious Diseases)  “Therapy”  “Gastroenterology” (in lieu of, Digestive Diseases was chosen) UX | Digital Marketing | Cleveland Clinic Confidential 10
  11. 11. Findings: Content (Pilot Study) Diseases - difficult to place, require further attention • Stuttering • Most participants struggled with this card • SID • Split between Birth Defects and Pulmonary • Sleep Disorders, Narcolepsy, Insomnia: • Some stated they wished there is a "sleep disorders" category. In lieu of, theyre split among Neurological, Common Childhood Illnesses, and Emotions & Behaviors* Diseases - no further study necessary • Anemia: 100% agreement in placement of "Blood Disorders" • Hearing Impairment: 89% agreement in Ear, Nose, Throat* In line with quantitative results UX | Digital Marketing | Cleveland Clinic Confidential 11
  12. 12. Findings: Web interface – the Accordions (Pilot Study) Based on findings, definitions of medical categories should be provided on the Diseases & Conditions accordions Recommended Solutions: Showing definitions in form of: 3. Rollover (Note: More than half of participants didnt notice the roll-over in the card sort software) 5. Texts in smaller font size, next to the Category title 7. Question Mark icon: on click, show definitions UX | Digital Marketing | Cleveland Clinic Confidential 12
  13. 13. Findings: Web interface – Screenshot (Pilot Study)Screenshots too realistic?Users tried to interact with the screenshot, as seen in multiple studies.Possible solutions?When using animated gif in instructions there was no problem. Observation from this study Observation from last study, on .org UX | Digital Marketing | Cleveland Clinic Confidential 13
  14. 14. Principal Study - Quantitative UX | Digital Marketing | Cleveland Clinic Confidential 14
  15. 15. Study Fielding• Study invitation appears on Children’s Hospital website• Study invitation appears once per IP address• There was no multiple entry (per email address)• A total of 371 responses: • 124 Children’s Hospital Web Users (Dec. 1 - 19, 2011. Avg. time taken 5.6 minutes) • 247 CC Patient Panelists (Dec. 7 – 19, 2011. Avg. time taken 7.2 minutes) UX | Digital Marketing | Cleveland Clinic Confidential 15
  16. 16. Participants’ Expectations Differ from Clinically Correct Categories Disease Category*Statistically significant,95% confidence level Clinically-correct Participant-chosen Failure Rate Croup Pulmonary Common Childhood Illnesses 64.9% Cyclic Vomiting Syndrome Neurological Conditions 78.4% Digestive Disorders Head Lice Infectious disease Common Childhood Illnesses 89.0% Dermatology Hydrocele Urology Birth Defects 74.0% Common Childhood Illnesses Insomnia in Children Neurological Conditions Common Childhood Illnesses 76.0% Emotions & Behavior Lead Poisoning Blood disorder Neurological Conditions 40.2% Pink eye Infectious disease Eye Care 82.0% Common Childhood Illnesses Spine Tumors Neurological Conditions Cancer 71.0% Orthopaedics Stuttering Neurological Conditions Emotions & Behavior 88.0% Ear, Nose & Throat Common Childhood Illnesses UX | Digital Marketing | Cleveland Clinic Confidential 16
  17. 17. Participants’ Expectations Differ* from Clinically Correct Categories Disease Category Participant-chosen %* Clinically Correct Croup Common Childhood Illnesses 64.9% pulmonary Pulmonary 24.5% Cyclic Vomiting Syndrome Digestive Disorders 78.4% Neuro Head Lice Common Childhood Illnesses 48.4% infectious disease Dermatology 40.9% Infectious Diseases 10.8% Hydrocele Birth Defects 56.5% Urology Common Childhood Illnesses 17.4% Insomnia in Children Common Childhood Illnesses 38.8% Neuro*Statistically significant, Emotions & Behavior 37.6%95% confidence level Neurological Conditions 17.6% Lead Poisoning Neurological Conditions 40.2% blood disorder Blood Disorders 33.0% Pink eye Eye Care 70.5% infectious disease Infectious Diseases 12.8% Common Childhood Illnesses 11.5% Spine Tumors Cancer 42.0% Neuro Orthopaedics 30.9% Neurological Conditions 18.5% Stuttering Emotions & Behavior 64.0% neuro Ear, Nose & Throat 15.1% Neurological Conditions 10.5% Common Childhood Digital Marketing |9.3% UX | Illnesses Cleveland Clinic Confidential 17
  18. 18. Diseases & Conditions Accordions UX | Digital Marketing | Cleveland Clinic Confidential 18
  19. 19. When searching for health info, which groups behave more alike? Parents / non-parents, or Web users / panelists? UX | Digital Marketing | Cleveland Clinic Confidential 19
  20. 20. Differences* (6/45 diseases) in Parents v.s. Non ParentsParents v.s. non-parents have significant Disease Category Non-parent / Parentdifferent viewpoints in these categories Bone TumorNon-significant categories Cancer 69% / 85% Orthopaedics 27% / 8% Cellulitis Dermatology 79% / 73% Infectious Diseases 0 / 14% Diaper Rash Common Childhood Illnesses 69% / 44%*Statistically significant, Dermatology 28% / 46%95% confidence level Hand, Foot and Mouth Common Childhood Illnesses 35% / 49% Disease Infectious Diseases 50% / 31% Sore Throat Ear, Nose & Throat 83% / 59% Common Childhood Illnesses 13% / 37% Testicular and Kidney Cancer 70% / 80% Cancer Kidney 30% / 15% UX | Digital Marketing | Cleveland Clinic Confidential 20
  21. 21. Differences* (12/45 diseases) in Web Users v.s. Panelists Disease Category Panel / Web Constipation Digestive Disorders 93% / 77% Head Lice Common Childhood Illnesses 40% / 61%Web Users v.s. Panelists have significant Dermatology 46% / 33%different viewpoints in these categories Insomnia in Children Common Childhood Illnesses 46% / 25%Non-significant categories Emotions & Behavior 39% / 36% Neurological Conditions 9% / 36% Narcolepsy in Children Neurological Conditions 49% / 75% Pink Eye Infectious Diseases 18% / 3% Common Childhood Illnesses 6% / 21% Pituitary Tumors in Children Cancer 6% / 26%*Statistically significant,95% confidence level Restless Legs Syndrome in Neurological Conditions 58% / 37% Children and Adolescents Orthopaedics 6% / 19% Respiratory syncytial virus Pulmonary 50% / 74% (RSV) in your Child Common Childhood Illnesses 28% / 11% SIDS (Sudden Infant Death Birth Defects 31% / 56% Syndrome) Common Childhood Illnesses 32% / 12% Sleep Disorders Neurological Conditions 24% / 44% Common Childhood Illnesses 33% / 22% Sore Throat Ear, Nose & Throat 76% / 58% Common Childhood Illnesses 19% / 39% Spine Tumors Neurological Conditions 13% / 33% UX | Digital Marketing | Cleveland Clinic Confidential 21
  22. 22. Research QuestionWhen searching for health info, which groups behave more alike? Parents / non-parents  Web users / panelists WHY??? Attempt to answer with demographic data UX | Digital Marketing | Cleveland Clinic Confidential 22
  23. 23. Demographic: Non-parent v.s. Parent 80.00% Parent 30.00% Age 70.00% 25.00% 60.00% 20.00% 50.00% Non-parent Non-Parent 15.00% 40.00% Parent Parent 30.00% 10.00% 20.00% 5.00% 10.00% 0.00% 0.00% Under 18-24 25-35 36-45 46-55 56-65 66-75 76 or Female M ale 18 years years years years years years above 35.00% 70.00% Medical Background Education 30.00% 60.00% 25.00% 50.00% 40.00% 20.00% Non-parent Non-parent 30.00% Parent Parent 15.00% 20.00% 10.00% 10.00% 5.00% 0.00% 0.00% Yes, as a Yes, as a Yes, as a Yes, in Yes, in a No – I do Graduat e Some Graduat ed Some Graduat ed Some high physician nurse medical some non- not work degree/ post - college college high school or student other clinical in t he PhD/ graduat e school less clinical role medical Doctorat e work role f ield 128 Non-parents 241 Parents UX | Digital Marketing | Cleveland Clinic Confidential 23
  24. 24. Demographic: Panelists v.s. Web Users 80.00% 40.00% Parent Age 70.00% 35.00% 60.00% 30.00% 25.00% 50.00% Panel Panel 20.00% 40.00% Web Web 15.00% 30.00% 10.00% 20.00% 5.00% 10.00% 0.00% 0.00% Under 18-24 25-35 36-45 46-55 56-65 66-75 76 or Non-Parents Total Parents Total 18 years years years years years years above 35.00% 80.00% Medical Background Education 30.00% 70.00% 25.00% 60.00% 50.00% 20.00% Panel Panel 40.00% 15.00% Web Web 30.00% 10.00% 20.00% 5.00% 10.00% 0.00% 0.00% Graduate Graduated Graduated Some high graduate college No – I do Some school or physician Yes, as a Yes, as a Yes, as a Yes, in Yes, in a degree/ not work some medical Some other clinical student college school PhD/ post- in the nurse non- high less 247 Panelists 124 Children’s Hospital Web Users UX | Digital Marketing | Cleveland Clinic Confidential 24
  25. 25. How many % of web users are medical professionals? UX | Digital Marketing | Cleveland Clinic Confidential 25
  26. 26. Summary UX | Digital Marketing | Cleveland Clinic Confidential 26
  27. 27. Summary• Each disease should reside in the clinical home, but links (in accordions) from its participant-chosen significant categories.*• The category accordions should include definitions of each category • “Lungs, Breathing, & Allergies” to define “Pulmonary”• The “Specialties” section on .org should leverage the findings of this study: • Include category definitions • Cross reference when appropriate• Be mindful when using realistic screenshots in tutorials• 60% of web users are medical professionals on Children’s Hospital site• When conducting a study about web behaviors, consider intercepting web users instead of patient panelists. • Results were twice the difference compared to parent v.s. non-parent• Consider including non-parent & minors in future studies: • Children can be the dominating computer users at home, hence qualify as target users. • Parent v.s. non-parent: despite the age difference, how they find health information is relatively similar. * See complete list UX | Digital Marketing | Cleveland Clinic Confidential 27
  28. 28. Diseases & Conditions Accordions 78.5% traffic coming from Cyclic Vomiting SyndromeDiseases-conditions /neurological/cyclic-vomiting-syndrome.aspx Clinically correct UX | Digital Marketing | Cleveland Clinic Confidential 28
  29. 29. Future Studies UX | Digital Marketing | Cleveland Clinic Confidential 29
  30. 30. Limitations of this study & Recommendation to future studies Tree Jack • This study assumes “how people file information away” is “how people retrieve information”. • Future studies should consider: 1. tree-jack instead of closed-card sort. This study couldn’t, due to the vendor’s software limitation on number of cards shown to each participant. 2. including a “I don’t know” category. UX | Digital Marketing | Cleveland Clinic Confidential 30
  31. 31. Limitations of this study & Recommendation to future studiesObservation during the pilot test (on screen 1280) 1. If users are on 1024x768 screen, (the dominating group of the traffic), once they start putting cards in categories, the page becomes longer, and users lost track of the categories below the fold. Hence skew the result. 2. Participants have an (compulsive?) urge to fill each category with at least one card. Hence skew the result. 3. Participants paid more attention to the categories on the top left. When debating between two categories, they tend to pick the one closer to the top left (shorter distance of drag and drop). Hence skew the result. UX | Digital Marketing | Cleveland Clinic Confidential 31
  32. 32. Thank youPlease contact Kaitlan Chu if you haveany question regarding this studychuk@ccf.org216-448-1015Special thanks to Sunny Lu, Zhijie Li(Market Research) UX | Digital Marketing | Cleveland Clinic Confidential 32
  33. 33. Appendices UX | Digital Marketing | Cleveland Clinic Confidential 33

×