Redesigning any website is a big undertaking, let alone one that thousands of your patients rely on for scheduling appointments, finding answers to their health questions, and researching their care options. Whether you’re updating your site’s look and feel, improving functionality, or ensuring your analytics comply with the latest regulations, there’s one thing you can’t afford to overlook: user testing. After all, your website’s primary purpose is to serve your patients and visitors, so their experience should be at the forefront of your redesign strategy.
But how do you effectively incorporate user testing into the process? Here’s a simple guide to help you navigate this essential step.
1. Find your baseline
Did you know you can incorporate user experience (UX) testing into your redesign before you even get started?
UX testing is the most impactful right at the beginning of your redesign, as it gives you a solid roadmap of what consumers would like to see from your website.
You can send out a survey or conduct testing to gather data about what users like about your current site, whether it resonates with their pain points or not, and what they’d like to see from your organization moving forward.
2. Conduct user research
Now that you have some idea of what users think about your current website, you need to get a better understanding of who your users are as people and what their pain points, browsing habits, and hurdles to conversion are. Conduct surveys, interviews, and analytics reviews to gather data on your current site’s performance.
This research will help you identify users’ needs and opportunities for improvement. Understanding your demographics, behaviors, and preferences beyond what they think of your current site ensures that your redesign is not just aesthetically pleasing but also functional and user-centered.
3. Create user personas
Once you’ve gathered enough information, the next step is to develop user personas. These are fictional “characters” that represent the different types of users who visit your website. For example, you may have a persona for an expectant parent visiting your site to learn about pregnancy and childbirth, family and friends who are looking up information about visiting a loved one in the hospital, or a parent researching pediatric care options for their child.
Each persona should include details like age, occupation, goals, and challenges. By keeping these personas in mind during the redesign process, you can ensure that your new site meets the needs of all your user groups.
4. Develop prototypes and wireframes
Before making significant changes to your website, start with wireframes and prototypes. These are simplified versions of your site that allow you to test layouts, navigation, and user flows without investing too much time or money.
Prototypes can be as basic as paper sketches or more sophisticated interactive models. The goal here is to visualize how users will interact with your new design and to identify potential issues early on.
5. Conduct user experience (UX) testing
UX testing involves having real users interact with your prototypes or a preview version of your redesigned site. This step is crucial because it allows you to observe how actual users navigate your site, complete tasks, and respond to different elements.
Gather a diverse group of participants that reflect your user personas, and ask them to perform specific tasks on the site. Pay close attention to where they struggle, what confuses them, and how they react to different design choices.
6. Analyze feedback and iterate
After completing usability testing, it’s time to analyze the feedback. Look for patterns in the data — are multiple users experiencing the same issues? Which features did users find most helpful or frustrating? Use this information to refine your design.
Remember, iteration is key. It’s rare to get everything perfect on the first try, so be prepared to go back to the drawing board, make adjustments, and test again.
7. Test for accessibility
Healthcare websites must be accessible to all users, including those with disabilities. Incorporate accessibility testing into your UX process to ensure that your redesign meets WCAG (Web Content Accessibility Guidelines) standards.
Use tools like screen readers, keyboard navigation, and color contrast analyzers to evaluate the accessibility of your site. If you don’t have in-house expertise, consider hiring an accessibility consultant to guide you through this critical step.
8. Launch and monitor
Once you’ve tested and refined your design, it’s time to launch your new site. But the work doesn’t stop there. Monitor your site’s performance through analytics and ongoing user feedback. Set up regular check-ins to review key metrics like bounce rate, conversion rate, and user engagement. If issues arise post-launch, be prepared to make further tweaks to improve the user experience.
Incorporating user testing into your healthcare website redesign process isn’t just a nice-to-have; it’s essential for creating a site that truly serves your audience.
By following these steps, you can ensure that your redesign not only looks great but also functions seamlessly, providing your users with the best possible experience. Remember, a website that meets the needs of your users will drive better outcomes for your organization.
Interested in incorporating UX testing into your next website redesign? Let the Geonetric team help!
We’ve worked with healthcare organizations like yours for more than 25 years to create digital experiences that resonate with their audiences and solve their pain points. Contact us today for a free 30-minute UX consult to kickstart your redesign efforts!