Concerned about your health? Do you rely on WebMD?
WebMD is a for-profit, health information services company that generates revenue via ad placement and private contributions. With over 156,000,000 uniques per month and $513,000,000 in annual revenue, ad sales are crucial to their success.
Our challenge was to overcome WebMD's crowded and impersonal UI. We needed to create a user profile with the stickiness to keep current WebMD users coming back and the ease of use to quickly on-board new users.
Our solution is to create a separate, personalized content experience that integrates seamlessly into the current WebMD site.
To increase WebMD's user acquisition and retention by creating a health profile tool that provides personalized suggestions.
Jenny Lai, Joseph Conte, Stephen Miranda
Product Strategy, Competitive/Comparative Analysis, User Research Scripting, Persona Creation, Information Architecture, Wireframing, Low-fidelity Prototype Creation, and Pitching.
Axure, Balsamiq, Excel, Illustrator, Invision
A project case study presentation, design specifications, and a high-fidelity interactive prototype.
2 weeks, July 2014
Our team created a competitive/comparative analysis to understand the user behavior and market positioning of WebMD in relation to their competitors.
Among our test respondents, we found that while there is high and repeated engagement with WebMD via desktop, there is also low user satisfaction, high bounce rate, and low mobile engagement. WebMD beats their competitors on depth and breadth of content, but the desktop experience does not foster return use. Our user group of 8 individuals admitted to rarely ever using WebMD's mobile app, citing the oft personal nature of the data they are mining via WebMD.
Research into the HIPAA law yielded that many features users requested, such as medical records, would not be legal to create. Personas were created to guide the initial feature list and product MVP. Our features were repeatedly card-sorted to determine the final feature set.
The early prototypes primarily addressed the on-boarding process. It was determined that the highest user acquisition point occurs when the user lands on targeted content, usually arriving via a Google search.