TREND: Content is critical to
the health industry. “ …providers of online health resources can increase the relevance & influence of their Web sites if they • focus on site usability, • bolster the credibility of their content, & “ • bridge the gap between Web & point of care. Who Cares About Online Health Content? Forrester Research
The site is a big
opportunity to improve health decisions through content. • Top 5 most popular CDC websites • In 2009 • 9.5 million visits • 31 million page views
“ With such rich content
on our site, I was concerned about the number of people “ who were calling because they couldn’t find vaccine information. Kelly Holton Communication & Education Team Lead Travelers’ Health, CDC
“ I knew it was
time to do something different to help drive our content strategy. “ I felt we needed to find out what users really think about & do with our content. Kelly Holton Communication & Education Team Lead Travelers’ Health, CDC
CDC had clear objectives.
• Gather feedback about different user groups’… • Content needs & preferences. • Perspectives on content quality, presentation, & format. • Create a content and usability testing model.
We tested with these user
groups. Travelers Travel Medicine Consumers who do or do Professionals not research health-‐related Doctors, clinic admins, informa3on before nurses, & specialists traveling to foreign provide travel health countries (N=12) informa3on & care (N=6) Healthcare Professionals Travel Professionals Doctors, nurses, & Travel & tourism industry pharmacists who are in a representa3ves (e.g., travel posi3on to provide travel agents, tour organizers, health-‐related informa3on etc.) (N=6) & care (N=12)
Our protocol focused on key
content questions… Can users… • Find & read the content they need? • Understand the content? • Act on the content?
We learned a lot.
Can they find & read it? NO • Users couldn’t find vaccinations. Do they understand it? PARTLY • Users were not sure whether the content was specific to the destination. • Users were distracted by & misunderstood "Travel Notices.” Can & will they act on it? NO • Users trusted CDC but… • Felt overwhelmed by the content. • Were confused about which vaccinations were required, necessary, or most relevant to their level of risk. • Were not clear on the next step they should take.
We recommended focusing on travelers.
• Other sections, such as Yellow Book, addressed travel Travelers medicine professionals better. Consumers who do or do not research health-‐related informa3on before • 80 / 20 rule applies. traveling to foreign countries (N=12) • Health professionals & travel professionals act as catalysts or referrals.
Then, we tried variations. Concept
1 Concept 2 Layering & • Less intro instruction • More intro instruction layout • Tabs • Reveal • More explanation in • Less explanation in vaccination summary vaccination summary Calls to action • Bold buttons • Contextual text Style & tone • More familiar • Less familiar
We tested 2 concepts +
the original. “ …by presenting users with alternative…solutions, subjective ratings are less prone to inflation & “ give rise to more & stronger criticisms. −Getting the Right Design & the Design Right CHI 2006
The concepts tested better.
Can they find it? YES Do they understand it? MOSTLY • Users understood the vaccination content but…. • Asked for more explanation of the ratings. • Were still distracted by & misunderstood "Travel Notices.” Can and will they act on it? YES • Users preferred more explanation in the decision table. • Users knew the next step they should take. • Despite tone & framing, users still trusted the content.
What’s Next • Testing •
Evaluation 1 • Analysis 2 • Concept 3 • Refinement 4 • Quality Plan Create • Testing Deliver • Testing Govern • Synthesis Control Process Inspired by Content Strategy for the Web
Top Takeaways for Testing Content
1. Test the content early in a project, then iteratively. 2. Test for whether people can use, understand, and act on the content. 3. Test using a mix of concrete tasks & exploratory questions. 4. Test with the right people. 5. Test more than one concept for the best feedback.