Optimizing your board certification website

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1 Optimizing your board certification website Experiences in user-focused web redevelopment American Board of Internal Medicine American Board of Surgery Introduction by

2 User centered web development principles and practices Tony Rose Digital Wave User Experience Consultant and Content Strategist 2

3 First impressions We know who you are, we know why you re here, and we re going to help you. But first, let s talk about my car troubles 3

4 First impressions How optimized are they when I need them? 4

5 First impressions Do they know who I am? 5

6 First impressions Do they know why I m here? 6

7 First impressions Do they know why I m here? 7

8 First impressions Are they going to help me? (eventually ) 8

9 First impressions On consumer websites, disappointed users will leave within a few seconds 9

10 First impressions But what if they CAN T leave? Frustration Resentment Phone calls Social media venting 10

11 Seven building blocks for creating a user-centered experience 11

12 1. Know your purpose (STRATEGIC PLANNING) Applicable organizational goals Leadership vision Online objectives Measurable outcomes 12

13 2. Create a process, not a website (GOVERNANCE) Executive support Management and oversight Content Management System (CMS) Content contribution process Evolution planning 13

14 3. Learn from your users (DISCOVERY & TESTING) Engage your internal community Learn from the people who use the website Test, develop, deploy, retest 14

15 4. Plan your content (CONTENT STRATEGY) It s about what your site calls for, not what you ve already got How will you use content to serve your users and meet your objectives? (Simplicity & reduction are the means, not the goal) 15

16 5. Organize by user needs (INFORMATION ARCHITECTURE) Make it easier to find things? Make it easy for people to do what they came to do! Remove barriers between users and their objectives Subjugate the rest 16

17 6. Adopt approaches as practices (DOCUMENTATION) Standards protect your investment by maintaining consistent quality Don t count on someone else s best practices Observe, revisit, and evolve Use as authority to preserve quality ( We ll have to test that! ) 17

18 7. Keep going! (EVOLUTION MANAGEMENT) Continue testing after launch Provide mechanisms for feedback Improve key areas and components individually Launch is only the beginning 18

19 What we ve learned about diplomate user habits, preferences, and expectations Lamar Goodenough Digital Wave Discovery & Testing Specialist

20 HOW do you...provide what they need? (not just what you ve got) use content to serve your users? (and thereby meet your objectives) know what users come to do? (and organize accordingly) 20

21 User research 21

22 User research 22

23 User research 23

24 User research 24

25 User research 25

26 Keeping It Simple Diplomates visit based on need and urgency E.g. reminder, upcoming deadline I don t come to [the board site] very frequently. So if I m signing in 4 years later, I need something simpler. 26

27 Keeping It Simple Physicians are protective of their time, frustrated by inefficiency Make it simple, time-saving, less cumbersome and complicated. We are too busy to waste our time. 27

28 Keeping It Simple They respond to actionable, self-evident, simple, graphic content What do I need to do, when do I need to do it and how? 28

29 Keeping It Simple They expect content and data to be personalized I m not interested in what [the board] is doing; I m here to do what I need to do. It should be tailored to who I am. I want it to auto-populate based on what I do. 29

30 Keeping It Simple They appreciate direct, concise language This sounds like it was written by a program architect by lawyers for other lawyers 30

31 Minding the (Generation) Gap 31

32 Minding the (Generation) Gap The BAD news We need to accommodate a wide age range with different device usage 32

33 Minding the (Generation) Gap 3.5 Phone Use for Portal, by Age Likelihood To Use Mobile OFTEN NEVER avg. age: 39 avg. age: Age 33

34 Minding the (Generation) Gap The GOOD news Use of fewer, more prominent options benefits all users. 34

35 Case Studies

36 ABIM Website Refresh Alison Carey Director of Online Communications 2106 ABMS Conference 36

37 Optimizing ABIM.org In 2016 we launched a refreshed design for ABIM.org s public (non-portal) web pages. We took learnings from user testing to create an simplified user experience for physicians that was also responsive. 37

38 Keeping it Simple The ease of processing information is strongly associated with positive qualities, including likability and intelligence. "To the extent that you use long words, you make it more disfluent to read your prose, people will judge you disfavorably." 38

39 Home page - Before 39

40 Home page - After 40

42 Home page After (2) 42

43 1 2 43

44 Responsive Design Before After with responsive design 44

45 Responsive Design Before After with responsive design 45

46 Physician Log in Before 46

47 Physician Log out Before 47

48 My ABIM and Sign out After 48

49 MOC Requirements page Before After 49

50 Earning MOC Points page Before After 50

51 Enrollment and Costs page Before After 51

52 General Policies page Before After 52

53 Medical Knowledge Activities page Before After 53

54 What s Next? Get continuous feedback from physicians Keep simplifying Revise portal Work agilely and iteratively 54

55 ABS Website Redesign CHRISTINE SHIFFER DIRECTOR OF COMMUNICATIONS & PUBLIC AFFAIRS 2016 ABMS CONFERENCE THE AMERICAN BOARD OF SURGERY

56 ABS at a Glance 30,000 active diplomates 550 training programs 9,000 trainees 18 staff members, including 4 surgeons 2 specialty certificates: General surgery and vascular surgery 5 subspecialty certificates: Pediatric surgery, surgical critical care, surgical oncology, hand surgery, hospice and palliative medicine THE AMERICAN BOARD OF SURGERY 56

57 Audience Considerations Most diplomates (28,000) are currently certified in general surgery 7,000 diplomates are certified in another ABS specialty or subspecialty 2,000 maintain only the certification in the other ABS specialty/subspecialty Recertification at 10-year intervals started in 1976, MOC with 3-year reporting started in 2005 With MOC, diplomates using our site more frequently THE AMERICAN BOARD OF SURGERY 57

58 Why people come to our site Apply for an exam Register for an exam View exam results Enter CME into repository Fill out 3-year MOC form Fill out annual program trainee roster Check certification status Update contact information Check dates/deadlines Review our certification or MOC requirements/ policies Learn more about an exam s format, content, pass rate Read news/announcements Contact us THE AMERICAN BOARD OF SURGERY 58

59 Previous Website Content organized by specialty, then exam Roll-over navigation Not mobile-friendly Little differentiation among areas or pages THE AMERICAN BOARD OF SURGERY 59

60 THE AMERICAN BOARD OF SURGERY 60

61 Website Feedback From users and staff: Don t know where to begin Too many choices Everything looks the same Too much reading/ scanning to find what you want THE AMERICAN BOARD OF SURGERY 61

62 Goals for New Website Responsive design Use color to help organize content Direct users quickly to their area of interest Help users quickly perform tasks (fill out form, etc.) More engaging homepage, friendly and approachable Clean look and feel, not cluttered THE AMERICAN BOARD OF SURGERY 62

63 Other Key Points Avoid jargon and acronyms Use the language our audience uses Remember diplomates only interact with the board sporadically they re not going to remember a lot Also, it s often the office staff who make sure the surgeon is staying current it needs to make sense to them Break it down step-by-step; demystify what s involved THE AMERICAN BOARD OF SURGERY 63

64 User Testing Step 1 1. Conducted user survey of old website, followed by inperson walk-throughs with a few key users, to understand their needs: From where do you access the ABS website? How frequently? Primary reason for accessing the site? What kind of computer/device do you use? Have you ever had to switch to a secondary computer/device to complete a particular function on the ABS website? What task(s) were you unable to accomplish? THE AMERICAN BOARD OF SURGERY 64

User Testing Step 2 2. Then conducted A/B testing of new design via email.

65 User Testing Step 2 2. Then conducted A/B testing of new design via . Sent to roughly 500 diplomates and program directors selected at random THE AMERICAN BOARD OF SURGERY 65

66 User Testing Step 3 3. Just before launch, a final user test with surgeons from previous test who agreed to continue to help us. Users had to complete specific tasks and then complete survey Check a colleague s certification Determine the cost of the General Surgery Qualifying Exam Determine the date of the next Vascular Surgery MOC Exam Find the Training Program section Find out the certification requirements for Hospice and Palliative Medicine Confirm that your mailing address is correct Return to the home page THE AMERICAN BOARD OF SURGERY 66

67 User Testing Step 4 Since launch have conducted one-on-one user testing of website and new portal design via phone with users representing key groups Continue to tweak website in response to feedback from users and staff THE AMERICAN BOARD OF SURGERY 67

68 THE AMERICAN BOARD OF SURGERY 68

69 New Website Launched in February 2015 THE AMERICAN BOARD OF SURGERY 69

70 New Website Mobile-friendly 3 color-coded sections Doesn t require a lot of prior knowledge to use Information is grouped by user and activity personas Most info is on actual webpages - PDFs are just a back-up Feedback has been positive overall THE AMERICAN BOARD OF SURGERY 70

71 Case studies 71

72 Summary of principles We know who you are, we know why you re here, and we re going to help you. (INITIAL IMPRESSION) Know your purpose (STRATEGIC PLANNING) Create a process, not a website (GOVERNANCE) Learn from your users (DISCOVERY & TESTING) Plan your content (CONTENT STRATEGY) Organize by user needs (INFORMATION ARCHITECTURE) Adopt approaches as practices (DOCUMENTATION) Keep going! (EVOLUTION MANAGEMENT) 72

73 Thank you! Optimizing your board certification website American Board of Internal Medicine American Board of Surgery Introduction by

Submission Deadline: Dec. 31, 2014 (5 p.m. ET)

AMERICAN BOARD OF COLON AND RECTAL SURGERY HOW TO SUBMIT YOUR INFORMATION FOR THE 2014 PQRS MOC INCENTIVE Submission Deadline: Dec. 31, 2014 (5 p.m. ET) 1) Go to mocmatters.abms.org. 2) On the homepage,