Issue

A healthcare company was developing an online service selection and purchase website. The challenge was to build a simple web interface based on a complex concept. The website concept had no realized consumer demand, and the interface needed to teach users about the product while enticing them to return. The goals were to evaluate potential customer perceptions, identify different interpretations of healthcare costs, inform the development of an online shopping cart and improve ease of use.

Process

We designed a multifaceted research study beginning with focus groups to understand product positioning and messaging. This was followed by a card sort exercise to identify effective nomenclature and inform site navigation. We then conducted usability tests on all stages of development including the wireframe, prototype and final interface. When the prototype was complete, we conducted a heuristic evaluation to ensure the design adhered to our best practices guidelines.

Result

Market Strategies' research identified the language needed to clearly describe service offerings and informed an intuitive information architecture design that aligned with the voice of the user.

< Back to Library