UX Research // [Conference] Report

About the Conference:

More than 500 [healthcare professionals] joined us in sunny Phoenix, Arizona for three days of learning, expo giveaways, and general merriment! This was the last year for [Conference], so attendees made sure to make the most of their time with us, and we were so grateful to get to chat with them in person — a first for our team!

Highlights:

1. Successfully conducted two user design preference tests.
2. Engaged directly with users through in-person for the first time
3. Expanded our UX user repository by adding new contacts for future research opportunities.

High-Level Learnings:

• Users expressed clear preference for photographic images that are closely related to course content on the browse pages.
• There is a strong user demand for clickable navigation, including buttons and content boxes that present information clearly.

Test Plan & Research Summary

UX Research planned to conduct a series of preference tests, both for [Website A] and [Website B], to gather in-person insights on the brands and in-progress designs. We also aimed to build out our user repository with a voluntary and diverse pool of users in an effort to more successfully engage with users in future research endeavors.

[Conference] Onsite Research Test Plan

UX Research conducted brief onsite research at the [Conference] to gather feedback from users and acquire contact information for the User Repository. The research included preference testing and word association. The goals were to speak to 10 [healthcare professionals] and acquire 50 user sign-ups.

Preference Test Reports

UX Research performed two sets of preference tests at the [Conference], the first being [Website A] image preference testing and the second being several page designs for the upcoming [Website B] migration/redesign efforts.

[Website A] // Course Page Preference Test – Images

Users prefer course-related images over images of people and favor a card-style format for displaying images on the [Website A] course browse page.

[Website B] // Redesign Page(s) Preference Tests

UX Research conducted five preference tests for [Website B]’s redesign initiative. Most users preferred the designs with images and large, visible buttons. Recommendations include proceeding with winning designs, with some caveats and considerations.

Show Highlights & Key Takeaways

Our thoughts, summarized:

“[Conference] was an incredible opportunity for UX Research! We got to see our users in action, dive into conversations about their careers, and gather real-time feedback on our designs. It was such a rewarding experience to connect with them face-to-face, and I can’t wait to bring these insights to future events.” – Lindsay Franco-Medlin

“In just two, two-hour shifts, we gained more insight into our users than we often do over the course of weeks. The quality of these insights was also great—something that can only be gathered through face-to-face conversations, rather than from behind a screen.” – [Researcher B]

Things we saw this time:

• Puppies!!!!
• A real life road runner (you know…meep meep)
• A MONSOON!
• 30+ [healthcare professionals] doing the Cha Cha Slide (slay)

Things we learned for next time:

• [Healthcare professionals] are passionate professionals who approach their work with great commitment and seriousness. They value their expertise and are responsive to recognition and praise for their efforts.
• To potentially capture a greater number of repository sign-ups, we should consider getting a badge scanner (sometimes called a lead capture device) for the next conference or trade show we attend
• We should coordinate more closely with the events and marketing staff before shows to maximize our impact and ensure a cohesive presence (e.g., directing attendees between booths, aligning on giveaways, etc.).
• It would be most beneficial for UX Research to have its own table or booth again, but strategically positioned closer to the main brand booths on the exhibit hall floor. This proximity would help highlight the relationship between UX Research and the main brands while ensuring we maintain clear boundaries.
• The interactive touchscreen monitor significantly enhanced the user experience during the preference testing. To ensure seamless operation, it’s essential to troubleshoot the monitor setup carefully. A reliable Wi-Fi connection and access to a power outlet are key to maintaining smooth functionality throughout the duration of the conference.
• Informational signs about User Experience, along with a giveaway, helped effectively communicate our purpose and showcased the added incentive for engaging with us.
• KEEP YOUR RECEIPTS FOR THE LOVE OF—

Detailed Preference Test Findings

[Website A] // Course Page Preference Test – Images

15 [healthcare professionals] were shown different designs of the [Website A] course browse page and were asked to choose their preferred option. The key findings revealed that users prefer course-related images rather than images of people, and they favor a card-style format for displaying images.

Key Findings + Takeaways

• Our users prefer images that are related to the course material or subject matter rather than images of people.
• Our users favor a card-style format/design for displaying images.

User Quotes:

• “I like the people, i find the instruments distracting.”
• “I like that the information at a glance on the horizontal image designs.”
• “I don’t like pictures with people in them.”
• “I like images that are related to the course itself vs. humans.”
• “Images too big on the cards.”
• “My eyes drawn towards humans, but I still like the images related to the course subject”

Recommendations

• Use Photographic Images for Course Listings: Our users prefer photographic images that clearly represent the course content. These images help convey what the course is about more effectively.
• Further Test Photographic Images with Title Overlay: While “Card Image Design #3” received the most votes, verbal feedback revealed mixed opinions. The main goal of imagery on the courses page should be to quickly convey the course’s subject matter. Some users appreciated the text overlay on images for its clarity, while others disliked it. We should conduct further testing by comparing photographic images with text overlays against other designs.

[Website B] // Redesign Page(s) Preference Tests

UX Research conducted five preference tests for [Website B]’s redesign initiative. Most users preferred the designs with images and large, visible buttons. Recommendations include proceeding with winning designs, with some caveats and considerations.

Across 24 users, UX found that most users prefer the incorporation of images into a design, as well as large and clearly visible buttons.

Test 1 // Homepage:

• Winner: Option 2
• Overheard:
  • “I like that Option 2 is more picture-oriented. Option 1 feels too busy.”
  • “Option 2 looks better aesthetically. I like that it has fewer words. Information is good but you don’t want too much.”
  • “Option 1 makes it easier to quickly get to the courses you want [because of the boxes].”
• Recommendation: Proceed with Option 2 as is. Consider changing the ‘arrows’ in the primary boxes to more traditional buttons.

Test 2 // Courses Page:

• Winner: Option 1
• Overheard:
  • “I like the squares in Option 1. The buttons make it clear where you can click.”
  • “Option 1 seems more informative.”
  • “I like Option 2 but I would combine it with elements from Option 1 [specifically, the boxes and red buttons].”
• Recommendation: Proceed with Option 1’s design as a foundation, but consider incorporating more color and images.

Test 3 // Skin & Wound Management Course Page:

• Winner: Option 1
• Overheard:
  • “I like the ‘view course’ buttons in Option 1, but in Option 2 it’s easier to see the price.”
  • “The bubbles in Option 2 are throwing me off.”
  • “I like elements of both, but Option 1 feels more organized.”
• Recommendation: Proceed with Option 1’s design as a foundation, but consider making the course prices more prominent.

Test 4 // Online Course Page:

• Winner: Option 2
• Overheard:
  • “Option 2 has the better header and the paragraphs make it easier to read. Option 1’s text is too small.”
  • “I don’t have a strong preference, but Option 2 seems less busy.”
  • “Option 2 is better because Option 1 looks like a letter.”
• Recommendation: Proceed with Option 2 as is. Consider bigger text with more spacing for easier reading.

Test 5 // Course Calendar Page:

• Winner: Option 2
• Overheard:
  • “This makes me want to go to Cleveland. Option 1 is tiresome.”
  • “I like that it’s broken out by timeframe and the images really draw my eye.”
  • “I find the pictures in Option 2 distracting and I don’t like that the titles of the classes are small compared to the pictures.”
• Recommendation: Proceed with Option 2 as is. Consider making course titles larger.

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Prepared by: Lindsay Franco-Medlin
Date: August 2024
Project: [Conference] Site Redesign Preference Testing