Listening To Our Readers - ASBPE Presentation - November 16, 2012
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Transcript of 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
Gonzo Schexnayder / Modern Healthcare / Crain Communications
Gonzo Schexnayder / Modern Healthcare / Crain Communications
Gonzo Schexnayder / Modern Healthcare / Crain Communications
Gonzo Schexnayder / Modern Healthcare / Crain Communications
ModernHealthcare.com
Oct. 2008
Gonzo Schexnayder / Modern Healthcare / Crain Communications
July 2010
ModernHealthcare.com
Gonzo Schexnayder / Modern Healthcare / Crain Communications
Usability Goals
1. We needed to understand how our readers used the website.
2. We needed research from an outside source.
Gonzo Schexnayder / Modern Healthcare / Crain Communications
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.
Gonzo Schexnayder / Modern Healthcare / Crain Communications
UX Survey Results
63.3%
At least 1 out of every 3 visitors found it “meh” or worse.
61.7%
Gonzo Schexnayder / Modern Healthcare / Crain Communications
UX Survey Results
Appearance wasn’t getting in the way
89%
Gonzo Schexnayder / Modern Healthcare / Crain Communications
Card Sorting
Gonzo Schexnayder / Modern Healthcare / Crain Communications
Card Sorting
Gonzo Schexnayder / Modern Healthcare / Crain Communications
Card Sorting
Gonzo Schexnayder / Modern Healthcare / Crain Communications
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.
Gonzo Schexnayder / Modern Healthcare / Crain Communications
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.
Gonzo Schexnayder / Modern Healthcare / Crain Communications
What We Learned
Gonzo Schexnayder / Modern Healthcare / Crain Communications
What We Learned
Gonzo Schexnayder / Modern Healthcare / Crain Communications
What We Learned
Gonzo Schexnayder / Modern Healthcare / Crain Communications
Additional ResearchNielsen Norman Group | nngroup.com
Gonzo Schexnayder / Modern Healthcare / Crain Communications
What We DidTopic
Format/Type
Tasks
Gonzo Schexnayder / Modern Healthcare / Crain Communications
What We Did
Gonzo Schexnayder / Modern Healthcare / Crain Communications
ResultsUniques +571% Pageviews +395%
Gonzo Schexnayder / Modern Healthcare / Crain Communications
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
Gonzo Schexnayder / Modern Healthcare / Crain Communications
Container Agnostic
News
Editors
News
Old New
Editors
Container
More Containers
All Containers
Gonzo Schexnayder / Modern Healthcare / Crain Communications
Responsive Design
One website, one URL, one template, one code base, but serving every device your readers use, now and in the future.
Gonzo Schexnayder / Modern Healthcare / Crain Communications
Responsive Design
Gonzo Schexnayder / Modern Healthcare / Crain Communications
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.
Gonzo Schexnayder / Modern Healthcare / Crain Communications
Thank you
Gonzo SchexnayderDigital General ManagerModern [email protected]
AP’s Ethnography Studyhttp://www.ap.org/newmodel.pdfhttp://www.NewCommunicationModel.org/
Contact
Gonzo Schexnayder / Modern Healthcare / Crain Communications