an application of audience analysis in web-based health information system design jennifer turns,...
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An Application of Audience Analysisin Web-based
Health Information System Design
Jennifer Turns, Ph.D.
Acting Assistant Professor, Technical Communication
Faculty AffiliateProgram for Educational Transformation through Technology (PETTT)
Center for Engineering Learning and Teaching (CELT)
Acknowledgements: This work has been supported by the Program for Educational Transformation through Technology (PETTT). Many people have contributed to this work including Scott Macklin, Tracey Wagner, Aaron Louie, Brett Shelton, Kristina Liu, Alice Tanada, Jake Burghardt, Julianne Fondiller, Regina Yap, Ralph Warren, and Dr. Frederick Matsen.
Today’s Goal
• Background
• Approach
• Results
• Implications
Provide a comprehensive account of the audience analysis for the “Arthritis Source”
Background - Approach – Results - Implications
Arthritis Source
• Developed in 1995 by Dr. Frederick Matsen
• Focus on arthritis• Authorized information• User-centered information
• Research test bed
Background - Approach – Results - Implications
History of the Arthritis Source
‘00 ‘01 ‘02
1995
Creation
Dynamic Content
Question-based
Navigation
Embedded
evaluations
Audien
ce Ana
lysis
Design
ing be
gins
Survey
Analys
is 1,
n~20
0Int
erview
Analys
is 1,
n=20
Survey
analy
sis 2,
n~40
0
Template-based
content
Background - Approach – Results - Implications
Design
Audience Analysis
Search Engine
Optimization
Talk 1 – First Steps
‘00 ‘01 ‘02
1995
Creation
Dynamic Content
Question-based
Navigation
Embedded
evaluations
Audien
ce A
nalys
is
Design
ing be
gins
Sur
vey A
nalys
is 1,
n~20
0Int
erview
Analys
is 1,
n=20
Survey
analy
sis 2,
n~40
0
Template-based
content
Background - Approach – Results - Implications
Talk 2 – Listening to Learners
‘00 ‘01 ‘02
1995
Creation
Dynamic Content
Question-based
Navigation
Embedded
evaluations
Audien
ce A
nalys
is
Design
ing be
gins
Sur
vey A
nalys
is 1,
n~20
0Int
erview
Analys
is 1,
n=20
Survey
analy
sis 2,
n~40
0
Template-based
content
Background - Approach – Results - Implications
Talk 3 –Designing for Learners at Large
‘00 ‘01 ‘02
1995
Creation
Dynamic Content
Question-based
Navigation
Embedded
evaluations
Audien
ce Ana
lysis
Design
ing be
gins
Survey
Analys
is 1,
n~20
0Int
erview
Analys
is 1,
n=20
Survey
analy
sis 2,
n~40
0
Template-based
content
Background - Approach – Results - Implications
Talk 4 – Audience Analysis
‘00 ‘01 ‘02
1995
Creation
Dynamic Content
Question-based
Navigation
Embedded
evaluations
Audien
ce A
nalys
is
Design
ing be
gins
Sur
vey A
nalys
is 1,
n~20
0Int
ervie
w Ana
lysis
1, n=
20
Surve
y ana
lysis
2, n~
400
Template-based
content
Background - Approach - Results - Implications
Web-based Health Information
• Significant use already exists
• Opportunities
• Challenges…– Site quality– Information quality– Findability of information– Evaluation Methods
Background - Approach – Results - Implications
Focusing on Audience Analysis
• Inform our own design and evaluation
• Contribute to broader discussion – Design – Evaluations
Background - Approach – Results - Implications
Audience Analysis
• What categories?– Inform design
– Theoretical foundation
– Speak to team
• What methods?– Empirical tradition
– Balance breadth and depth
– Acknowledge distributed users
Background - Approach – Results - Implications
Multidisciplinary Influences
• Categories– Roles
– Goals
– Knowledge
– Circumstances of Use
– Culture
– Ergonomics
• Theoretical Perspectives– Technical Communication
– Reader Response Theory
– Cognitive Science
– Constuctivism
– Distributed Intelligence
– Situated cognition
– Socio-Cultural Theory
– Human Factors
Background - Approach – Results - Implications
Defining Categories
• Role – Dominant persona of users (job, affiliation)
• Goals – Reason for the interaction
• Knowledge – The extent and nature of prior relevant knowledge
• Circumstances of Use – Setting, resources, strategy, timing
• Culture – Group level beliefs, language, preferences
• Ergonomics – Relevant perceptual & motor abilities, skills
Background - Approach – Results - Implications
Method – Online Survey• Questions: Adaptive, ~25 questions
• Participants: – Duration: 9/1/2000 – 7/2/2001 (10 months)– 472 respondents / 710 starts
• Analyses1 –
– Descriptive Statistics – Content Analysis – Qualitative Coding – Statistical Analysis
Background - Approach – Results - Implications
1Acknowledgments: Tracey Wagner, Kristina Liu, Alice Tanada, Kristen Schuyler
Method - Phone Interview
About Visit
• Could you tell me about your visit or visits to the Arthritis Source?
• Could you tell me what you were trying to do when you visited the Arthritis Source?
• Did you benefit from your visit or visits to the Arthritis Source?
• What kind of information do you think other arthritis patients should know?
About Knowledge of Condition
• Could you tell me what you think arthritis is in general?
• Could you tell me how RA/OA affects the body?
• Do you know what contributes to getting RA/OA?
• Do you know how RA/OA is diagnosed? If no, Do you remember what your doctor told you about your diagnosis?
• What is most difficult to understand about RA/OA?
Background - Approach – Results - Implications
Phone Interview
• Participants – 20 users (10 OA, 10 RA)
• Analyses1
– Conceptions/misconceptions– Overarching Goals – Specific Information Needs
Background - Approach – Results - Implications
1Acknowledgments: Tracey Wagner, Kristina Liu
Mapping Data to Categories
Background - Approach – Results - Implications
Data and Sources Role Goals Knowledge
Circum-stances of
Use CultureErgo-
nomicsOnline Survey
Visitor Type XXX XX X XAge X X X XXHome Community X XXGeographical Area X XXType of Arthritis X XXLevel of Education XXTime since diagnosis X XName of ConditionWhy visiting XX XXX XCame in from XXUse of site in past XX XXSources of information X XX
Phone InterviewKnowledge of Condition XXXGoals XXXSpecific Information Needs XXX
Results - Overview
• Role
• Goals
• Knowledge
• Circumstances of Use
• Culture
• Ergonomic
Background - Approach – Results - Implications
Roles
• Users with many roles • Cross-over roles• “Person with arthritis”
is too simplistic…– Person with pain
– Person with condition that is not arthritis
– Person who is exploring whether they have arthritis
Relation10%
Medical Professional
5%
Researcher2%
Student1%
Other20%
Person with Arthritis
62%
Background - Approach – Results - Implications
n=462/472
Knowledge
• Educational spread • Misconceptions– Low bone density is
associated with Osteoarthritis
– Bone spurs cause arthritic pain
– Joint injections are helpful
– There is little you can do
– (and 3 others)
Secondary35%
Associates23%
Bachelors22%
Masters15%
Doctorate5%
Background - Approach – Results - Implications
n=399/472
Goals
• “Why visiting” (n=433) – Condition information (54%)
– Ways to minimize pain (7%)
– Seek clarification or a second opinion on diagnoses (5%)
– Desire to better control arthritis condition (2.5%)
– Preparing for surgery (5%)
– …
• Other Insights– Social/emotional support
(online survey analysis)
– Great variety of specific information needs(phone interview analysis)
– Ghost information needs (phone interview analysis)
Background - Approach – Results - Implications
Culture
• International Use • Use across regions
North America 81%
International 19%
Urban29%
Suburban42%
Other3%
Rural26%
Background - Approach – Results - Implications
n=403/472n=408/472
Circumstances of Use
• Coming from… • One of many sources
Background - Approach – Results - Implications
Bookmark7%
Website22%
Referred by6%
Search Engine47%
Other18%
0
0.2
0.4
0.6
0.8
1
We
bsi
tes
Jou
rna
ls
Bo
oks
Bro
chu
res
Inte
rne
tG
rou
ps
Pri
nt m
ed
ia
Oth
er
n=433/472
n=372/472
Per
cent
age
Ergonomics
• Vision issues
Background - Approach – Results - Implications
0.00
0.05
0.10
0.15
0.20
0.25
0.30
0.35
18-30
31-40
41-50
51-60
61-70
71-80
81+
21% over 60
• Motor issues
18 different types of arthritis
Arthritis Condition#
RespondentsAnkylosing Spondylitis 14Arthrospondylopathy 1Degenerative Joint Disease 8fibromyalgia 13glenohumeral arthritis 1Gout 17Lupus 4Lyme related 1lumbar stenosis 1Osteoarthritis 69Polymyalgia Rheumatica 16Psoriatic arthritis 12Reiter's Syndrome 3Reynauds 1Rheumatoid Arthritis 33Sjogren's Syndrome 8spondyloarthropathy 1scleroderma 1Don't know/ Not sure 6
n=234n=408/472
Age
Per
cent
age
Future Audience Research
• Still Analyzing– Persona / Profiles
• Gain additional insight – Space of information needs– Circumstances of use– Cultural Issues
• Implications?
Background - Approach – Results - Implications
#1 - Aggregating questions from varied of information sources.
#2 Studying use over time through user online journaling
Design Implications
• Accessibility
• Adapting to knowledge levels
• Supporting goals (finding/using content)
• Addressing misconceptions
• Support evolving content
Background - Approach – Results - Implications
Evaluation Implications
• Site quality– Vision – Cultural issues
• Comprehensiveness– Information for user-centered perspective
• Judging Site vs. Judging Impact– Multiple candidate types of “success”
Background - Approach – Results - Implications
Concluding Remarks• Audience analysis of web-based health information
• Arthritis Source Directions– Dynamically generated, template-based content– Question-driven navigation
• Audience Analysis – Contributes to conversation on Internet health information– Case study for TC students/professionals– Challenges in audience analysis
Background - Approach – Results - Implications
Areas of Interest/Activity
• Supporting Communication– Developing a website to document teaching challenges (NSF Proposal)– Studying design team use of communication tools (Ph.D. Work)
• Studying the Processes of Communication– Empirical analysis of team communication behaviors (Opportunity)
• The Interplay of Communication and Learning– Reflective Learner, Writing to learn, Scaffolding writing (Ph.D. Work)
• Professional Practice in Technical Communication– Assessing how designers scope design problems (Extension)– Characterizing student ability to behave as reflective practitioners (Extension)
Web-based Health Information
• Site quality– Owner credentials, update dates (Hoffman, 2000)
• Quality of information– Comprehensiveness (e.g., Chen, 2000)– Accuracy (e.g., Chen, 2000)– Providing references (e.g., Hellawell, 2000)
• Findability of information– Time required (e.g., Gotwald, 2000)– Getting to real questions (e.g., Lechner, 1996)
• Need for evaluation methods– (e.g., Wu, 2000, Delamsthe, 2000, Charatan, 1999)