Segmed: Improving the Website Experience for AI Researchers and Healthcare Partners
Tools: Figma, Google Analytics, Squarespace
Skills: User Interviews, User Research, Branding, Prototyping, A/B Testing
However, Segmed had trouble attracting potential developers sign up their beta platform. While website traffic saw a slight year-over-year increase, the bounce rate after the home page was a staggering 85%, well above industry average of 40%. This indicated a significant portion of visitors were leaving the site immediately without exploring Segmed’s offerings.
ObjectiveOur goal was to design and implement a user-friendly site that resonated with potential AI developers. To improve acquisition for potential developers at this early stage, we aimed to reduce the bounce rate by 20% and increase user signups for the beta platform by 15%, while enhancing the brand image.
This all needed to come together in 2 months for the 2021 HIMSS Conference, a global health conference with 19,300+ attendees, offering a prime opportunity for Segmed to showcase their new beta platform.
Discovery
NeedfindingTo understand our users, I took a crash course in radiology and AI fundamentals, complemented by in-depth interviews with Segmed’s partners and founders. These discussions revealed several challenges that Segmed’s two primary stakeholders face:- Data Scalability & Diversity: Regulatory constraints and fragmented healthcare data lead to significant research delays and data inconsistencies for AI developers.
- Operational Barriers: Hospitals and medical centers, the primary data providers, required multiple meetings to ensure data compliance and security.
Initial Audit
Armed with these insights, I conducted an initial audit with our design lead, employing Google Analytics to identify underperforming pages and a heuristic review to assess usability and pain points.
Key Insights Based on the audit, I discovered several key pain points for our data partners:
- Inefficient copy: Current features mentioned on the home page are vague; it was difficult to know how Segmed is unique compared to its competitors.
- Scattered resources: Due to lack of organization and dead ends, some of the main features / best selling points of the product were not mentioned on the home page.
- Unclear CTA: The process of reaching out or contacting Segmed team members is unclear.
Design
User PersonasBased on previous research and documentation by Segmed, I created user personas. Our target audience included AI engineers, academic researchers, medical device manufacturers, and more.
User Journey
I created a user journey for one of our user personas, Rachel, an AI engineer at a healthtech company. I came up with 5 opportunity areas that could be applied to the website.
User Flow Diagram
Data-Driven Design RecommendationsConsidering researcher & developer needs, I created top 3 priorities for my designs:
- Diversity of datasets: Diverse datasets in specific domains are hard to come by. Segmed offers data from over 40+ US states, 15+ countries, and 5 continents, which makes it stand out from competitors, and is continuously growing.
- Standardization of data: Healthcare data is massively fragmented, which means there are high error rates and inconsistent patient identities. Segmed offers custom support from in-house engineers.
- Filtering Capibilities: Most AI engineers looking for medical datasets already have established partnerships with healthcare partners. However, the speed and precision of data filtering remain key challenges.
Prototyping
I created 23 medium-fidelity wireframes to test with users. Focusing on the copy, I generated 3-4 options for our essential pages based on interal team feedback:
1. Philosophy & Security
2. FAQ
3. Connect with Us
User TestingI recruited 10 participants: 5 healthcare administrators, 2 researchers, and 3 internal team members. We focused on tasks related to understanding Segmed’s data pipeline and the process and opportunities of partnering with Segmed after scaling to a high-fidelity Figma prototype. Following up with post-interview surveys helped us refine the website to effectively address their needs.
A/B Testing at HIMSS 2021
To determine the most effective hero card headline for attracting AI developers, we ran a small A/B test comparing two options at the HIMSS Conference:
Option A: Generate Revenue While Reducing Bias in Healthcare
Option B: Generate Secure, Diverse, & De-Identified Data for AI Research
The A/B test revealed that Option A outperformed Option B by 12%, and published that headline on the website.
Result
The website redesign delivered significant results:- Bounce Rate Reduction: The bounce rate after the homepage dropped by 24%.
- Increased Data Partner Signups: Data partner signups soared by 20%, surpassing our initial 15% target.