The exam room interactive program: PatientPoint Interact (IXR) is one of PatientPoint's newest technologies in patient education. IXR machines are in the exam rooms of doctor's offices across the country that contain articles, infographics, anatomical images, and videos about different conditions across cardiology, dermatology, gastroenterology, oncology, primary care, rheumatology, and neurology. Each condition or "topic" contains a main background image and then a drawer of content once you click through. When the IXR machines are not actively being used, they revert to "passive mode" (image on the left below).
Current Passive Mode and Content Drawer
For this project, the IXR team was looking to redesign the look of passive mode in order to increase engagement. The redesign would include changes to the copy and to the overall design.
Objective: Quantify increase of engagement of deploying alternative passive card design and identify topic categories driving higher users from alternative card design.
Results: 16% increase in new users with alternative card design, and 900 incremental users per day from deploying alternative design across entire PIXR network.
Previous Attempts
An attempt had been made to update the passive mode in IXR back in the Spring of 2018 by the previous IXR designer. Below are 3 of the many iterations they tried:
Round 1
For the first round of designs, I presented the product manager, content editor, and head of creative 5 options. Option 1 being similar to what had been tried previously, and options 2-5 being completely different. The inspiration for option 2 came from our current print brochures (which are redesigned every year) and options 3-5 came from the push for a more infographic style similar to what our competitors do with their screens.
I really pushed for option 2, stating that research from the print team has shown that users prefer images of people over vectors and icons. Also, syncing up with the print team would also give us the potential to rebrand every year if we wanted to, and would allow for more cross-team collaboration in order to send a united message from a branding standpoint.
Feedback
Options 1 and 5 were cut, and options 2-4 were selected to move forward for further refinements.
Round 2
For round 2, I cleaned up option 1 and allowed more space for the text to breathe. Options 2 and 3 were given new color adjustments and minor type changes.
Iterations
Below is what each style would look like when it was built out further over several topics in order to show sustainability of the design. For option 1, I created 2 templated styles for the header and body copy. For options 2 and 3, I showed examples of how the icons could carry over in each design.
Feedback
Option 1 was selected to move forward and build out. This option would be the first to go out into the field to be tested--and depending on how engagement grew, we would pull in option 3 as another version to test.
Above is the final design that was chosen for the full build out and testing in the field.
After some changes to the CTA and copy were complete, below are the 20 passive cards that went through A/B testing in the field.
A/B Test:
-2 different designs (alternative vs regular)
-20 topics
-10 days
-15,500 PIXR Devices (50%/50%)
Metric: Click through rate (clicks per number of times the card is displayed)
Results: 16% increase in new users with alternative card design, and 900 incremental users per day from deploying alternative design across entire PIXR network.
-11 out of 21 topics drive more incremental users from alternative design
(15% to 100% increase ): DVT, Heart Failure, Insomnia, Type2D, Skin Care, AFIB, Healthy Eating Heartburn, Bone Health, Managing your Weight, and Cold & Cough
(15% to 100% increase ): DVT, Heart Failure, Insomnia, Type2D, Skin Care, AFIB, Healthy Eating Heartburn, Bone Health, Managing your Weight, and Cold & Cough
-6 out of 21 topics drive less incremental users from alternative design
(13% to 47% decrease): High Cholesterol, Adult Vaccines, Clinical Trials, Managing your Meds, Insulin, and Migraines
(13% to 47% decrease): High Cholesterol, Adult Vaccines, Clinical Trials, Managing your Meds, Insulin, and Migraines
-4 out of 21 topics drive similar incremental users from alternative design
Revisions
Next, we took a look at the high conversion cards and compared them to the low conversion cards along with the old passive cards to see if we could find any patterns (color selection, position of the people in the photos, and amount of copy). A section of the comparison is featured below.
From there, we noticed that a majority of the high conversion cards featured more close-up photos of faces, faces looking straight out to the viewer, limited copy, and used more vibrant colors. We made the adjustments to the low and similar conversion cards in the hopes that it would increase interaction.
These updates are now what are featured on all IXR devices nationwide.
