Increasing User Engagement for a Healthcare Giant
The project aimed to rebrand and enhance the digital platforms of a leading healthcare company, with the goal of driving increased user engagement, ultimately converting visitors into potential customers.
My Role
Data Analytics · Product Strategy · Design System · UX & UI
Timeline
10 months
Industry Domain
Pharmaceutical Company- Lead Generation Website
Context
As one of the pioneer brands in healthcare, the client’s lead generation website serves as a crucial platform to inform visitors about the brand, its services and products, ultimately converting visitors into potential customers.
Business Challenge
How might we boost the user engagement on the client website to reduce the 80% bounce rate?
In 2022, user engagement on the digital platform was alarmingly low, with a site bounce rate of 80%. Recognizing this critical issue, the brand saw the urgent need to revamp the website.
Impact after revamp
A quick summary of the success
48%
Engagement rate
Increased by 15%
103s
Average time spent
Increased by 30s
44%
Site exit rate
Reduced by 20%
62%
Site bounce rate
Reduced by 18%
Process
A collaborative effort followed within SAFe model
Key users
Two User groups actively visited the website
Healthcare professionals
refer to information on the latest products, drug interactions, and research, facilitating patient care.
General audience
Adapts digital-first approach to seek information on their health concerns and discover available products.
Unpacking the major problem areas
Analytics revealed that the homepage required urgent attention
High Fidelity Wireframe
All new purpose-driven Homepage experience
Elevated the website’s experience for greater user engagement & website performance.
Condensed high-interest menu options in the header for focus, moving others under the hamburger menu. Positioned the logo on the right for improved usability and clarity.
Updated the banner layout for better user experience.
Re- located ‘About Pharma Rich’ to the top of the page for high exposure to content with high interest.
Variation in text style, spacing, relevant grouping of related content and UI elements creates a clear visual hierarchy, allowing users to scan and locate clickable content easily.
Usability testing
Insights from the analytics study shaped usability testing tasks to identify root causes. Improvements were prioritized based on problem severity and alignment with business goals, ensuring a focused approach to addressing key user pain points effectively.
Tree testing the IA
41 healthcare professionals revealed that the IA is overly complex and primarily caters to advanced users. Of the 13 tasks observed, key issues included unclear navigation, scattered click paths, and challenges in locating "Services" and "Products" from the homepage.
Qualitative research
Insights from the analytics research laid the groundwork for conducting usability tests
Key insights
By reflecting on the research insights,
we narrowed down on the following
Header
multiple menu options add clutter & decision time
Banner
Didn’t clearly indicate the call to action to the user
Information Tiles
Indecision between clicking the image or the text
Campaign
Design lacks visual hierarchy and spacing
Contact
Not indicative of the hidden form fields
Footer
Confusing representation of clickable content
Design System
Updating the design system to build a cohesive visual language with atomic framework
Knowledge Sharing
That’s me on a mission to share the importance of UX analytics with my colleagues at work!
Made the form fields visible to the users for quick access to reach out for support.
Updated the font styles and grouping within Footer, to make the clickable content easily distinguishable from the headings.
Testing the new experience
Consistently validating iterations
Multiple A/B test was conducted in the live production environment to determine which journeys, design templates, and UI components worked best for website visitors.
After the designs went live, I conducted another round of analytics testing to assess the results.
Outcomes aftrer 3 months of launch
From Bounce to Boost
Disclaimer
The following project involved collaboration with a prominent pharmaceutical company. Due to strict adherence to non-disclosure agreement (NDA) guidelines, the details of the project cannot be disclosed. The purpose of this discussion is to highlight the general concepts and methodologies without revealing any specific information or breaching confidentiality obligations. The website reference above is for illustrative purposes.
Understanding behaviors of website visitors
Deep dive into the analytics tools to understand what was working well and wasn't
I analyzed metrics such as bounce rate, exit rate, conversion rate, and average active time spent on the client's website using the following analytics platforms to understand the performance of different pages and groups.
I presented the insights to business owners and stakeholders, suggesting improvement opportunities and discussing project goals.
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Learnings & responsibilities
This is just one page's success story.....
As part of a team collaborating with the client, we revamped the entire website—rebranding, creating a design system, redesigning UI elements, developing components, page templates, and countless hours of brainstorming.
Rebranding, UI evolution
and quality design delivery
Gained hands-on experience in end-to-end website rebranding, including research, design system creation, UI redesign, component development, and collaborative brainstorming.
Collaboration and business value creation
Collaborated with cross-functional teams to refine designs for AEM development, gaining hands-on experience in project planning, stakeholder meetings, and visual design refinements.
Spearheaded UX analyticsto deliver actionable insights
From setting up of analytics platforms and processes to deriving actionable insights from user interactions, I could turn data into valuable experience recommendations that could drive impactful results.