value prop a/b testing
remote testing, healthcare, sentiment analysis, a/b testing
project lead, moderator, report writer
higi
CHALLENGES
One of the larger company initiatives involves users sharing their health data with a payer or provider. In order to facilitate that connection between higi users and third parties, users are required to provide consent to this data sharing.
"How might we understand user actions and expectations of different value propositions in order to create a transparent and streamlined
data share and consent experience?"
Process
We began by working with product owners and marketing stakeholders to properly identify the problems we wanted to solve. During this process, we identified a need for a larger user sample size, with a quick turnaround on analysis, working with tight budget constraints. The tool that we selected for this study allowed us to implement remote, unmoderated surveys to higi users quickly while meeting our feedback quality and budget requirements.
Pre-screening surveys were sent out to existing higi users to identify volunteer participants. Selected participants were then asked questions about each of the three value proposition visual artifacts prototypes that were presented to them, which were aimed at understanding participants':
- understanding of the artifacts' messaging.
- next likely action when presented with the artifact
- expectations around the experience following the artifact being presented.
- interest in additional information.
- preference for artifact and why.
analysis
Most participants preferred Artifact B, which had messaging focused on empowerment. However, many participants did not internalize this message of empowerment. Rather, they focused on the potential of getting rewards for participation. Moving forward with a messaging format similar to that used in Artifact B requires that higi provide rewards to users for sharing their data.
The artifact with the second-most effective messaging was Artifact C, whose message focused on health improvement. Participants understood the messaging as intended, and did not assume other incentives for connecting.
Regardless of artifact, participants sought additional information around who will have access to their health data, specifics around what data will be shared, and what incentives or rewards they'll receive for sharing their data. Due to this information, we can strongly assume that more information will be required for users to opt into the data-sharing program than what was presented to users in the study artifacts.
outcomes
The findings from the study jumpstarted updates and design changes tied to data share initiatives within higi's kiosk, mobile, and web platforms - changes that are live across all platforms today.