This engagement was all about user research: our goal was to choose the best research activities to surface actionable insights. We ultimately conducted three research activities:
- “Top Task” survey: The Top Task survey identifies the top tasks visitors are coming to your site to complete.
- Tree tests: Tree tests evaluate users’ success finding information within a top-level IA structure. We tested the current menu and our proposed menu.
- Usability tests: Usability tests enable us to identify issues with key user flows on the current site by watching real users attempt to accomplish tasks.
We also conducted a light analysis of Google Analytics and Hotjar reports, as well as a series of stakeholder interviews to better understand the goals of the Main Line Health web and marketing teams. Key insights included:
Key Opportunity 1: Elevate Insurance & Cost information
Our research surfaced Insurance and Cost Information as the highest priority tasks with no main navigation, filter options or homepage callouts that cater to these needs at a top level. In addition, the lack of insurance information on the doctor profiles was a critical blocker to booking an appointment: “I’d click the doc and look for insurance information in the profile. I don’t see it. I wouldn’t book with a doc unless they are covered.”
Key Opportunity 2: Create a “digital front door” for finding the right care
100% of visitors in both the usability test and the tree test failed to find urgent care information on a first try. In addition, Main Line Health offers telemedicine, which may be an alternative to visitors seeking urgent care. A “digital front door” to guide visitors seeking the right level of care can solve for multiple visitor and business goals.
Key Opportunity 3: Find a Doctor Search interface improvements
100% of visitors used “location” as the first filter for searching for a provider. The filter option in the search interface is hidden behind a click.
Key Opportunity 4: Streamline Specialties and Condition & Treatment information
Tree tests showed that visitors didn’t understand the difference between “Specialties” and “Condition & Treatment” information. In our usability tests, visitors kept getting stuck in loops as they attempted to navigate to the information they needed.
Key Opportunity 5: Remove barriers to accessing the Patient Portal
Over a quarter of all traffic to the site goes to the Patient Portal, but there’s no universal menu option that lets visitors navigate in one click.