listening to our readers - asbpe presentation - november 16, 2012

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Listening to your readers

2012Top 10 Finalist for ASPBE's "B2B Web Site of the Year."

TABPI's Silver Tabbie for "Best b2b Website," ASHPE Gold Award

31 Editorial Awards in 201134 Editorial Awards in 2012


ModernHealthcare.com

Oct. 2008


July 2010

ModernHealthcare.com


Usability Goals

1. We needed to understand how our readers used the website.

2. We needed research from an outside source.


User Experience Survey

● July 2010, sent survey to 98k inactive users (2% response rate; 2100) and 31.5k active users (6% response rate; 1922)

● Inactive/Active was based on last login.● Asked about visit frequency, navigation, look

and feel, search, customer service, paid content.

● We also asked them if they would help us with a more detailed study. 93 said yes.


UX Survey Results

63.3%

At least 1 out of every 3 visitors found it “meh” or worse.

61.7%


UX Survey Results

Appearance wasn’t getting in the way

89%


Card Sorting


Usability Interviews

● Live Site vs. (Card-sort inspired) Test Site

● GoToWebinar (recorded)

Open interview technique● Nine one hour interviews,

including top industry CEOs● Start with how and where

they get their news, and see where the ride takes you.


What We Learned

● Readers liked our credibility, frequency, timeliness and the breadth of news we covered.

● Readers liked the new drop-down navigation and page design.

● Readers wanted us to organize our news better.

● Readers wanted our news and relevant news from other sources.


What We Learned


Additional ResearchNielsen Norman Group | nngroup.com


What We DidTopic

Format/Type

Tasks


What We Did


ResultsUniques +571% Pageviews +395%


Container Agnostic

“We need to create it in a way and edit it in a way that we can pump it out to the people who can consume it in a way that makes sense and where we don’t have to do it differently for each different device.”

- Daniel Bernard, Chief Product Officer, WSJ, June 17, 2010 interview in BtoB


Container Agnostic

News

Editors

News

Old New

Editors

Container

More Containers

All Containers


Responsive Design

One website, one URL, one template, one code base, but serving every device your readers use, now and in the future.


Responsive Design


Going Forward

● Listen to Readers, Continuously● Design for Flexibility ● Let Research and Analytics Drive Change● "Beware the Curse of Knowledge"● We’re Not Designing for Ourselves● Even if you write the best news, readers won’t

work to find it. So, make it easy to find.● Readers don’t visit B2B sites for

entertainment. If we make it easier to get what they want and need, they’ll come back.


Thank you

Gonzo SchexnayderDigital General ManagerModern [email protected]

AP’s Ethnography Studyhttp://www.ap.org/newmodel.pdfhttp://www.NewCommunicationModel.org/

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