The FCHP website was completely restructured, from Information Architecture to incorporating user testing incorporating persuasive data collection and analysis, even competitive analysis to build models of competing business websites and product offerings to test with users.
Persuasive testing evaluation as well as measured ability to complete tasks was performed using prototype websites of FCHP as well as competitor sites. Data and observations are monitored and recorded, and completion rates are automatically calculated using a custom spreadsheet.
Early tasks, such as how users would search for a health plan were explored. Tasks such as finding a health plan, finding their doctor and if their prescriptions were available were key indicators for performance. Management was amazed to see the numbers and observe the video of customers unable to perform these basic tasks with the old web site.
An example of some of the compiled data representing task completion rates.
