Transcript
UX Design ReviewFEB 2011 | SCOTTSDALE, AZDIGITAL BLUE CONFERENCE
Monday, February 14, 2011
ABOUT USER EXPERIENCE
BACKGROUND
(TOP 10) FINDINGS
INSPIRATION
3
5
9
22
CONTENTS
Monday, February 14, 2011
The User Experience Goal
Monday, February 14, 2011
About User Experience
Psychology Design
Psychology Design
Monday, February 14, 2011
• Conducted 6 Stakeholder Interviews
• Reviewed 6 Blue Sites from usability perspective
• With the target audience:• Conducted two focus groups (n=12) to
understand what they know, want and need• Conducted 1:1 Interviews (n=10) to assess
usability of Blue sites
• “Persuaded” 18 college students to conduct surveys, focus groups and usability testing to validate findings
APPROACHBackground
Monday, February 14, 2011
• Focused on 6 Blue sites for the research
• Approached it with one scenario: a person 18-34 (33) that is looking for individual health insurance.
• Very high level review of UX across the Blue Sites• Not individual reviews of each site• Not a direct comparison of who is the winner• Focused on what we can learn, not who does it
best• Findings and recommendations are meant to be
high-level; would need research using each site’s demographic for concrete recommendations
SCOPEBackground
Monday, February 14, 2011
CURRENT STATE PER STAKEHOLDERSBackground
Average Grade across all sites:
CMobile and Social Media Strategy:
TBDHealth Insurance Idols:
None
Monday, February 14, 2011
• Don’t think they need health insurance.
• Don’t know enough about health insurance to buy it
• May not go to the website if they do want to buy it
• Decision factors: cost
★ Need easy
★ Want to feel informed
★ Are very impatient
★ Are very judgmental
★ Don’t want to be talked down to
★ Don’t want to be stereotyped
★ Willing (and likely) to go with what is
recommended, even if it is not the cheapest
★ Need to trust
★ Need to be convinced
★ Demand good user experiences
CURRENT STATEBackground
What We Know:
18-22 23-27 28-34
What We Learned:
Monday, February 14, 2011
MAKE IT EASY RIGHT FROM THE STARTFindings
Most sites have a prominent link to obtaining a quote on the homepage“Seems like it would be
easy. Just click.”
“Shows that they want my
business.”
1
Monday, February 14, 2011
Users need clear direction on where to go when they need help
choosing a health plan vs. wanting to quickly get a quote and buy
2
PROVIDE MULTIPLE PATHS TO THE END GOALFindings
Monday, February 14, 2011
Guidance and support is helpful...“They have a lot of
information here. Good in
case I need it.”
“There’s stuff here in case I
don’t know what words
mean...that’s helpful”
“Health Plan 101--I guess
that’s for the dummies like
me...”
3
CONTENT IS VALUEDFindings
Monday, February 14, 2011
...if they understand it.Unclear what users would be
losing if between the options
(High vs. Medium--coverages
do I lose?)
Scale markers are objective:
whats high to one person may
not be high to another.
CONTENT IS VALUED WHEN PRESENTED RIGHTFindings
Monday, February 14, 2011
GATED, GUIDED, PATHS WORKFindings
Plan Selectors very well received“If I knew what I
wanted, this would be
great. If I didn’t know
what I wanted, this is
even better.”
Some navigational
improvements can only
help refine this beautiful
design (ex: an “i don’t
know” option and a more
obvious back/start over)
4
Monday, February 14, 2011
They didn’t relate to the look and feel on some sitesUnited Healthcare scored the
worst. Sites with stock photos
were next.
“Designed for old
people...generic”
“Designed for families...it
shows even health insurance
companies don’t think health
insurance is for me.”
5
LOOKS MATTERFindings
Monday, February 14, 2011
LOOKS MATTERFindings
And loved others...
“So friendly!”
“Looks like facebook”
They liked sites with
white space,
“The lower case is
nice--I’m not sure if I
like it, but I did
notice that at least
they are trying to be
younger.”
Monday, February 14, 2011
Although there should be a quick way to get to a list of all products (for returning users, brokers,
etc.), users will need context/reminders of the value of each product to help them pick one.
Charts work well...
6
USERS DONʼT SPEAK “INSURANCE”Findings
Monday, February 14, 2011
They appreciate
easy to scan charts
that didn’t force
them to read, and
yet still conveyed
the message.
Icons made
scanning easy (and
reduced cognitive
and visual load).
Merged cells within
a table with
common elements is
brilliant.
7
WRITE AND DESIGN FOR THE WEBFindings
Monday, February 14, 2011
Keep It
Simple.
8
FIRST QUOTE PAGE SETS EXPECTATIONSFindings
Monday, February 14, 2011
THINK ABOUT STEPS TO GETTING A QUOTEFindings
11
18
10
25
21
18
Monday, February 14, 2011
INCONSISTENT PAGE DESIGNS ARE BARRIERSFindings
We noticed
inconsistencies
in page design
(not just these
sites, but across
all 6 sites).
This will cause
users to pause,
lose trust, and/
or abandon the
quote process.
9
Monday, February 14, 2011
People found the sites usable. They understood they could get a quote, but they didn’t feel they were ready to purchase yet...
10
Website is easy to use
Website convinces me to buy health insurance with them
Website would allow me to get a quote
After visiting this site, I feel comfortable purchasing health insurance (Blue)
After visiting this site, I feel comfortable purchasing health insurance (Vimo)
0 1.75 3.5 5.25 7
n=22, Scale of 1-7 where 7 is strongly agree
Note: results may be different if using members within the target geographic area exposed to radio ads, TV ads, etc.
Chart is presenting ratings across Blue sites, not individual
OVERALL, SITES ARE USABLE…Findings
Monday, February 14, 2011
Does the site persuade me to go with Blue?
USABLE BUT NOT PERSUASIVE…Inspiration
Monday, February 14, 2011
Health 101 is talking “at” the audience. Consider approachable interaction.
http://www.healthcarelane.com/ http://healthreform.kff.org/the-animation.aspx
BE ENGAGING, CONVERSATIONALInspiration
Monday, February 14, 2011
Exercise
Regular Checkups
Yoga Retreat
Eating Healthy
Mona, youʼre only 20 points away from a $20 gift card to Sports Authority!
SPEAK MY LANGUAGEInspiration
This audience considers themselves healthy, and would benefit from positive reinforcement around staying healthy.
10
10
20
50
70 / 90Reward point total:
Your Rewards
Monday, February 14, 2011
The mobile experience should compliment the web experience
What do users need when they are on the go?
Allow all users to download and use, but provide members with the most value
Additional Features:
Upcoming Doctor’s Appointments (and reminders)
SMS a nurse a medical question(ex: new moms, I need immunization for travel to a certain country, etc.)
Integration with weight loss or exercise apps to track calories and present week/month/year view to doctor during annual check-up
Push messaging for discounts and deals based on location
Directory for nearby medical services(closest place to get a flu shot, emergency room, chiropractor)
MOBILE IS NOT JUST YOUR WEBSITE ON A PHONEInspiration
Monday, February 14, 2011
The Facebook page needs to give users a reason to join.
Example of compelling facebook content: contests, coupons, deals, reviews, discussions,
original games and content, insider events, a community, things to “like,” things that inspire
comments/interaction, new, interesting and a good frequency of status updates, etc.
JUST HAVING A FACEBOOK PAGE IS NOT ENOUGHInspiration
Monday, February 14, 2011
Parents were listed as the go-to resource when buying health insurance.Most students and recent grads stated they would go with the company their parents requested, unless something they encountered proposed that their needs were different.
Empower parents to understand how technology impacts their kids’ ability to manage their health.
Empower the younger audience to know more about “today’s insurance.”
Encourage communication.
EMPOWER AND ENCOURAGEInspiration
Interestingly, parents
had low confidence they
could find the right plan
for their kids because
today health care is
different.
Monday, February 14, 2011
Not only about explaining the rational reasons of having health insurance,
But creating a desire to have “Blue”
They are looking for cognitive shortcuts to trust that Blue is right for them.
BLUE = PRESTIGEInspiration
Monday, February 14, 2011
Thank You.
Monday, February 14, 2011
Thank You.
Mona Patel Principal UX Strategist
Motivate Design LLC
+1 201.433.3302 | Office
+1 201.923.9392 | Mobile
mona@motivatedesign.com
Monday, February 14, 2011
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