The document discusses user interface enhancements made to profiles on a research networking site. Usability testing found the homepage failed to communicate its purpose and had a high bounce rate. Crowdsourced 5-second tests with screenshots were done with strangers to understand how users perceive pages. Tests of profile pages with different banner variations found adding an image decreased the bounce rate by over 15% and increased conversions. Heat maps showed which page elements received clicks.

1. User Interface (UI) Enhancements for Profiles Using Data, Tools and Strangers to Measurably Improve UI Presented at AMIA Panel, October 25, 2011 Brian Turner, MBA

2. Usability Issues We Faced Homepage fails to communicate to unfamiliar users that they can find scientific researchers based on expertise. Site-wide bounce rate higher than we wanted. Users landing on researcher profiles via search engines (e.g. Google, UCSF.edu search) were the likeliest to leave immediately after arriving Implies users are not taking advantage of network features of Profiles

3. ‘ Crowdsourced’ 5-Second Tests - U sabilityHub.com What: Strangers see a screenshot of a web page for 5 seconds, then asked about what they remember seeing. Why: To see if users see what we want them to see. If untrained strangers understand a site, researchers should too. Use: We test screenshots and mockups before/after major site changes. Consistent questions establish baselines. Did Our Users Get it?

6. What is the purpose of this page? search for research articles find research information research information 118 have updated profile Something to do with research To search for stuff Searching for information Online encyclopedia type of thing searching advanced search page

7. How could the page be improved? Clutter/Headings/Confusion some visual improvements maybe cause the design seems a bit confusing simpler and less busy less clutter divide into better segments Boring More imagery it looks very technical & clinical (eg boring) less boring, maybe? Headings Larger text (value proposition callout) clearer headings, pictures to break up display

10. What is the purpose of this page? translation search for stuff to find translators Directory find people

11. What is the purpose of this page? translation search for stuff to find translators Directory find people search for scientific papers To find people in departments Finding scientists/people at UCSF find people with a category help you find people to do scientific projects for you

12. How could the page be improved? Clutter/etc. Too many words all over the page…I didn't know where to start looking too much small print on the left UI Color Pictures less soft colors. brighten it up More eye catching colors to the action area

15. What is the purpose of this page? school

16. What is the purpose of this page? school listing of scientists facebook/linkedin for scientists To find a person at the university social networking for smart people find other scientists search for people and research the social website of some university? to search for other scientists Search engine for scientists to find other scientists, publications, by topic

17. How could the page be improved? Contrast/Colors a little more color less soft colors. more colors more contrast maybe higher contrast of lettering and background Clutter quite cluttered simplify a little more make it more clear what the point is. clear out the clutter on the sides. focus on just one thing OK don't know It's pretty clear, would need more time with it

18. January March June

19. Results Bounce Rate Cut in Half! October 1, 2010 - February 27, 2011 39.1% bounce rate March 1, 2011 - March 8, 2011 19.7% bounce rate

20. Testing Design Options A/B Testing (VisualWebsiteOptimizer.com) What: Website users see one of several page variations as they use the site. We then pick the best-performing, or retest new variations. Why: Real user interaction data trumps design arguments/personal preferences. Use: We test design element variations to see if they drive desired behavior, e.g. lower bounce rate, longer visits, feature utilization.

21. Gratuitous Screen Shot

22. The Test Profiles Pages delivered with one of three variations Banner, text only Banner, w/image No change Our ISP not counted Data gathered for two weeks, total of 4720 visitors

23. The Graph

24. The Conversion Numbers No banner– 9.56% click some link on the page Text-only banner 10.77% click on some link Banner with image 11.73% click some link on the page We can increase conversion by 22.7% (+/-.5%)

25. Heat Map

26. Click Map, Counts Added 21 clicks 4% of 586 on page 10 clicks 2% of 586 on page 1 click 0% of 586 on page 42 clicks 7% of 586 on page 66 clicks 11% of 586 on page 1 / 0 1 / 0 1 / 0 4 / 1 First few PubMed Links get 1-3% 14 / 2 13 / 2 6 / 2 1-2 clicks each 4 / 1 6 / 1 1 / 0

27. Results The ‘Connected’ image should decrease bounce rate from this page by about 15% Email, mini search, publications are popular Might want to re-visit inactive email link Menu, header, right navigation – not so much