UX Research That Stregthens Digital Assets
A major medical device manufacturer was ready to launch their redesigned medical professional website portal with a highly-stylized and interactive design. The biggest challenge was to organize an overwhelming amount of data in a way that was compelling, accessible and kept users coming back. But did this design match how these highly-trained medical professionals expected to receive information? Did users walk away with the information they needed and see the site as a credible online resource?
SIVO Insights tested the redesign using one-on-one interactions with target users across various age, gender, experience and employment spectrums. None had any prior experience with the medical professional web portal. Users were asked to complete a series of tasks, answer interview questions and rate their experience. After analyzing the data, SIVO Insights assigned the website a usability score of less than 50 percent, meaning that more often than not users abandoned their tasks. Even worse, users often walked away confused and sometimes annoyed. Clearly, the visual-heavy design did not match the analytic mindset of the intended users. Having uncovered key insights into what information these specific users wanted and how they expected to find it, SIVO Insights made specific architectural, design and word choice cues to better match the site to core user expectations.
SIVO Insights made the recommendation to eliminate the interactive design, and the medical device manufacturer launched the medical professional web portal with a less-stylized, more traditional navigation design to match the users’ mental model.