User Experience Audit

portalemedyczne.pl

Business goals

Stakeholder interview summary

• 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

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

Audit plan

• Stakeholder interview
• Google Analytics data
• Benchmarking
• Expert review
• Architecture information review
• Usability tests of current site

Google Analytics Data results

Main thesis and question after analysis:

• users don’t find unique content (why? and how to change content to increase conversion)
• users don’t find what they are looking for. Information architecture is unclear, labels are unclear.
• articles which generate 80% of traffic, are guide-type articles (how to increase traffic on rest of the categories, how the can expand their guide articles)

Benchmark, expert review and usability test results

Quick Wins

• home page icon
• more accurate search with prompts
• shortening of a home page (less scrolling)
• article tagging
• google search and Adsense integration
• site map
• categorize home page articles
• simplify single article page
• change part of a site which looks like CTA, but they don’t.
• add recommended articles
• privacy policy
• shorten paragraph length
• cross-linking
• remove obsolete widgets, scale down widgets
• add SSL certificate
• get medical organization recommendations for articles
• add visible support contact
• increase amount of infographics in articles

Design recommendations

• read time
• save for later button
• add cite function
• add top reading content
• tag  cloud
• cross-sharing content between portalemedycznepl and kobietyimedycyna.pl

Information architecture

Usability test uncovers information architecture problems. Labels were unclear and confusing.

I’ve designed and tested new information architecture, based on users feedback.

Visual design recommendations

Based on earlier finding I’ve redesigned home page and single article page to improve user experience and clarity.

Content recommendations

A large part of this User Experience project was content analysis.

Based on the user’s feedback I recommended some content changes, including a focus on one primary target group – patients.

Recommendations:

• more guide-type articles, with useful content (how to read medical test, etc.)
• update frequently information about banned and withdrawn medicines
• update information about medicine refund
• update information about less expensive replacement of medicines.

Implementation and optimization

Ongoing.

Implementation problems

• WordPress technology
• template customization (no front-end dev at the moment)