Using Web Analytics and Consumer Research to Shape Digital Strategy
Goals
Ann & Robert H. Lurie Children’s Hospital of Chicago was just over a year into the redesign of their flagship site at Lurie Children’s.org, and the marketing team sought some site improvements. They also weren’t measuring KPIs or tracking their calls-to-action in any meaningful way.
Marketing Analytics and Business Intelligence
Consumers increasingly expect digital healthcare experiences that are as transparent and simple to navigate as ordering food or booking a vacation rental. They want to easily get healthcare advice, book an appointment, and pay a bill.
When healthcare systems have the proper analytics and reporting set up, they can track how customers behave as they navigate these digital spaces. They can see what makes customers convert to book an appointment, or when they bounce off a page without doing anything.
We worked as a strategic partner with Lurie Children’s to revamp their entire tracking apparatus on the web, so they could measure success, prioritize immediate web projects, and plan for the future.
- Through Google Analytics and Google Tag Manager, our Analytics team suggested specific fixes to help Lurie Children’s accurately track consumer behavior on the site. We then made these improvements.
- We built out a clear, intelligible measurement framework to collect the right data and get actionable insights.
- We created six dashboards, so that the marketing team could better communicate with leadership about opportunities for improvement.
- We integrated all of this work into Power BI, which was their existing system. That way, they only had to use one system.
Customer Research and User Testing
We did targeted user testing to understand why consumers were taking certain actions on the web and where Lurie Children’s could improve the digital journey. This meant performing deep audits of the user experience for different navigation hubs, such as conditions, specialties, research, and patients/visitors.
We did multiple stakeholder interviews with patients, clinicians, job seekers, research collaborators, and students seeking clinical or research fellowships.
Combined with the analytics research, this granular, careful approach gave us insight into the improvements Lurie Children’s most needed to make. We worked with them to prioritize a list of UX improvements to all the main navigation hubs.
Website Design
We are now executing against these audits to create new designs that have analytics and UX research at the foundation.
The first imperative was to design a stand-alone site for their research arm, Stanley Manne Children’s Research Institute. Very few children’s hospitals are as heavily invested in research as Lurie Children’s. But the institute needed to attract young talent to stay competitive.
To do this, they had to tell a story that would appeal to Millennials—a generation that cares deeply about mission and purpose. We helped the leadership of Stanley Manne Institute sketch out this story, and are currently designing a new site to tell that story.
Outcomes
We created 6 Power BI dashboards, with custom pipelines. (We used a custom API to grab the data out of the CRM and make it useable for the dashboards.)
We are helping Lurie Children’s use their data to drive the design decision-making, which is helping make the site more user-friendly.
Awards
W3 Awards
- Health Care Services
- Best Structure and Navigation
- Best User Experience
