portalemedyczne.pl

UX Audit Case Study

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Discover

Planning

Stakeholder interview​

I collected business requirements by means of a survey. On the basis of it, I defined the research objectives.

Planning

Business goals​

  • Provide unique, accurate content for doctors, managers, and patients
  • Make the site more visually appealing and user-friendly
  • Make the site more encouraging for advertisers
Planning

Research goals​

  • Identify target audience of a site
  • Review of usability and content accuracy of home page and single article page.
  • Review of architecture information
  • Content analysis
Planning

Benchmarking​

Competition analysis (zdrowie.radiozet.pl, rynekzdrowia.pl, twojezdrowie.rmf24.pl, pulsmedycyny.pl)

Reaserch

IDI interviews​ with usability testing

  • For the purpose of the research I recruited 4 people, two women working as patients and two doctors.
  • I have prepared several tasks that the user performs while browsing the portal.
Research

Analysis of quantitative data​

I’ve analyzed data from Google Analytics

Research

Content analysis​

  • Microcopy analysis
  • Text analysis
  • Structure of the content analysis
Planning

Experts review​

Analysis of the portal according to Jakob Nielsen’s heuristics

  • User does not find valuable content and leaves (what is the reason?)
  • The user has a navigation problem and leaves (what’s bothering him?)
  • Articles that generate 80% of the traffic are tutorial articles (what can be done to increase the readership of others, how can the tutorial segment be expanded)

Define

Planning

Define Insights

Based on my findings, I have defined goals.

  • Optimize Information Architecture.
  • Organize content on main page
  • Organize content on article page
  • Define Quick Wins for stakeholder

Develop

Information architecture

Information Architecture

I have designed new information architecture. I used Card Sorting in design process, then i tested it with users. 

Design

Sketching​

Sketching solutions allowed me to generate ideas quickly.

I have sketched Main Page and Article Page

Design

Low Fidelity​​

Then I moved to low fidelity designs. Defined component structure and typography of Main Page and Article Page.

Design

Graphic Design

At the end I have added color and tuned all visual aspects (main page and article page).

Audit conclusions​

Stakeholder report

Quick Wins​

  • adding a home page icon (50% of users, did not associate the portal’s logo with the possibility of returning to the home page)
  • effective search (adding dynamic hints in the search window)
  • shortening the home page (there was an excess of information on the page, users felt lost)
  • precise tagging of articles (tags of articles were imprecise)
  • connection to google search consoles and adsense (owners had wrongly set up google search consoles)
  • page map (no page map)
  • grouping of articles on the homepage (articles on the homepage were dispersed)
  • simplification of the page of individual articles (the amount of information in the margins hindered fast scanning of articles)
  • change of elements of the website that are associated with CTA (part of the elements of the website looked like CTA, although it was not)
  • Recommended materials
  • privacy policy page (there was no information about privacy policy)
  • using short paragraphs (analysis of the article showed that rows and paragraphs were too long, subtitles appeared rarely)
  • internal links to related articles (cross-linking was not used in the portal)
  • remove some of the widgets, reduce the remaining ones (the number of widgets on the page disturbed the readability, at the same time not contributing anything to the usability of the service)
  • certificate ssl (no ssl)
  • obtaining recommendations of medical institutions/partners (this recommendation is more strategic, obtaining recommendations about medical institutions would increase the credibility of the service)
  • using diagrams and diagrams where possible (long block texts, tiring and discouraging)
Stakeholder report

Design recommendations

  • Adding information about the reading time of the article
  • Addition of the possibility to save the article later
  • Adding the possibility of quoting from the page level
  • Adding a widget about the most read articles
  • Sharing of content between owned portals
Stakeholder report

Content recommendations

Due to the specific nature of the website, a large part of the research focused on the analysis of the content of the website.

This resulted in a change in the target group of recipients and focusing first of all on the content that was most often searched for by the users, i.e. the website’s content.

  • Guidebook articles,
  • Descriptions of withdrawals and substitutes
  • Changes in drug reimbursement
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