Enhance the user experience by streamlining content access and ensuring that users can easily select and view relevant videos, hence increasing the average video view time per session.
ABOUT Medscape
Medscape is a premier online platform providing healthcare professionals with access to medical information, educational resources, and professional development tools. Despite its extensive content offerings, Medscape identified a gap in user engagement with video content distributed via email newsletters.
Project background：
Medscape initiated a project aimed at improving the video viewing experience for their users, particularly those accessing content through email newsletters. The project's goal was to evaluate the existing user interaction with video content to identify key areas for improvement and implement strategies that would optimize engagement and usability.
Challenge & Outcome:
Users reported difficulty in finding relevant videos, navigating the platform, and dealing with an interface that felt cluttered and overwhelming. The primary challenge was to redesign the video interaction experience to make it more intuitive, engaging, and efficient, thereby increasing user satisfaction and engagement rates.
My role：
I am responsible for the user research, interface and interaction design of this project. In addition to two interaction designers, we conducted in-depth moderated user testing to gather feedback on the existing video platform. This involved analyzing user behavior, preferences, and pain points to understand what users truly needed and valued in their video viewing experience.
WHEN WE TALK ABOUT Video Watching on Medscape...
Keeping up with the latest medical knowledge and guidelines accounts for most of the time spent watching videos on Medscape. However, it’s not always the most engaging part of the learning experience.
MOST of the time is hard to seek a specific answer
“The bulk of video watching can be less engaging when the content delivery is uniform and not tailored to individual learning preferences or immediate practical needs.”
--- Hanna
SOME of the time is engaging and informative
“I generally liked Medscape’s video interface, noting it was a more focused, trustworthy environment compared to YouTube.” ---- Jessica
Problem Statement
The core issue was identified as a disconnect between how video content was presented and accessed through the Medscape platform and the expectations and needs of its users. Users reported difficulties in finding relevant content and navigating the interface, which often led to a decline in engagement.
Methodology and Process
The study employed moderated, remote usability testing sessions, utilizing Zoom for communication. This approach was chosen to simulate a natural interaction environment, as many healthcare professionals are already familiar with remote tools due to their widespread use in telemedicine and online education.
The methodology was structured into several key phases:
Participant Recruitment
Participants were strategically recruited from Medscape’s extensive user base to represent a diverse cross-section of its audience. The selection criteria were crafted to include a variety of medical specialties and experience levels, ranging from early-career physicians to seasoned specialists. This diversity ensured that the findings would be applicable and valuable across Medscape’s entire spectrum of users.
Usability Testing
Prior to the testing sessions, a detailed script was prepared, which outlined specific tasks that participants were to perform. These tasks were designed to mimic real-world use cases, such as accessing videos through a newsletter link, searching for specific content, and exploring related videos. The script also prompted participants to think aloud while performing these tasks, providing a narrative of their thought processes and decision-making.
Execution And Iterative Learning
The testing sessions were conducted over a period of two weeks, allowing for iterative modifications in approach between sessions based on preliminary findings. Each session was recorded with the consent of the participants, ensuring that no subtleties in their interactions were missed.
Analysis and Feedback Integration
Following the completion of all testing sessions, the recordings and notes were analyzed to identify common themes, challenges, and points of satisfaction among the participants. Feedback was categorized and prioritized based on its potential impact on user satisfaction and engagement.
Pilot Testing and Refinement
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Based on the analysis, several refinements were proposed and implemented in a pilot version of the platform. This updated version was then tested with a select group of initial participants to gauge the effectiveness of the changes.
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In the analysis phase of the usability study, we utilized affinity mapping to synthesize and interpret the data collected from the user testing sessions. This method was critical for organizing large volumes of qualitative data into coherent, themed clusters that reveal underlying patterns and insights about user interactions with Medscape’s video platform.
The rationale behind using affinity mapping was to visually break down the complexities of user experiences into manageable themes that could inform more effective decision-making. By categorizing data into themes such as "Navigation Challenges," "Content Discovery," and "Engagement Factors," we could more easily identify which areas of the video platform needed refinement. This method is particularly effective in revealing relationships between different aspects of the user experience that might not be immediately apparent through a simple review of notes or recordings.
Process and Implementation
Findings and Observation
Our study highlights that medical professionals typically engage with video content in response to immediate patient care needs, such as unfamiliar pathologies or medication dosages. The demand for quick access to information, coupled with limited time between appointments, drives these professionals to utilize a variety of content formats for efficient and accurate information retrieval.
Users appreciate the availability of diverse content formats on Medscape, including videos, summaries, transcripts, and direct links to original research. They often consume these formats concurrently, reading summaries to decide whether to watch a full video, or listening to videos while browsing other content. This multi-modal approach is particularly prevalent when exploring unfamiliar medical topics, where general information is sought more than specific answers.
FINDING 1/4
Challenges in Discovering Video Content
Users frequently encounter difficulties finding video content specific to their interests, which hampers their ability to engage with multiple videos in one session. This issue often arises after an initial video is located, say through an external link or newsletter, and users then struggle to find additional, related content within the platform.
Recommendation
We aim to enhance user engagement and efficiency on Medscape by improving video content features, integrating a dynamic content explorer, refining search functionalities, and implementing intuitive categorical filters.
SOLUTION 1/4
Enhanced Video Content Features
Professionals can directly access the segments of video that are most pertinent to their immediate needs, which also allows users to learn at their own pace, optimizing time spent on familiar versus new material. By recommending related videos, we help users discover new areas, enhancing their expertise and engagement.
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Segmented Video Chapters: Introduce clearly labeled video chapters to allow users to navigate directly to the information they need, saving time and enhancing the learning experience.
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Highlighted Video Recommendations: Use an algorithm to recommend related video content based on the user's current viewing, encouraging exploration of new topics and broadening their knowledge.
SOLUTION 2/4
Integrated Content Explorer Design
The Integrated Content Explorer is a feature that aims to improve the user experience by providing a seamless, integrated way to access relevant content. This design is centered on providing an educational experience that not only increases comprehension but also engages people and encourages complete research.
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Contextual Sidebar: Implement a sidebar that dynamically updates with related content like articles, case studies, and expert opinions. This sidebar is user-controlled, allowing expansion or collapse as needed, facilitating a deeper understanding of topics without leaving the current page.
SOLUTION 3/4
Enhanced Search and Navigation Functionality
This tool will streamline the search process, making results more relevant and reducing the time spent browsing through broad or unrelated content. Users can quickly narrow their search to the type of content they specifically need, improving search efficiency.
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Advanced Search Sidebox: Add a feature on the search page that allows users to filter results by content type, such as videos, articles, and guidelines. This sidebox should be visually distinct and allow for dynamic refinement of search results.
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Categorization and Tab Bar for Video Content: Redesign the video library with a tab bar that categorizes content into segments like "Series", "Watched", "New to You", and "Expert Commentary", with personalized recommendations driven by user preferences and viewing history.
SOLUTION 4/4
Categorical Filters
To enhance user satisfaction and efficiency in the video section of Medscape, a detailed redesign plan is proposed. This plan focuses on improved organization, intuitive navigation, and personalized viewing options.
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Intuitive Tab Bar and Detailed Categorical Filters: Place a tab bar above the video section for easy filtering of videos by categories like "Specialties", "Diseases", and "Procedures". Include additional filtering options within these categories for more granular searches to help users quickly find the most relevant videos.