Summary

Marshfield Clinic Health System (MCHS), a rural-based health system, ran a digital marketing campaign promoting their urgent care locations to customers in their service area. Users were directed to a webpage about the service, but the marketing team was unsure if the page contained the right content for users. My research broadened this question to understand what are users doing and looking for when searching online for an urgent care location. This uncovered that users were using their mobile devices to look for urgent care locations and hours, and struggling to find them in a timely manner. My recommendations ranged from creating Google business listings for their urgent care locations to redesigning the urgent care page, to creating location pages for the urgent care locations. The redesigned urgent care landing page reduced the number of clicks for a user to find location information from three to one, and avoided a location search page that does not function correctly.

My Role

User Experience Strategist, Researcher, and Designer and Project Manager

TOOLS

• Webex

• Figma

• Pen and paper

• Google Sheets

• Miro

• PowerPoint

METHODS

• Google Analytics

• Heatmapping

• Comparative Analysis

• Survey

• User Interviews

• Affinity Diagramming

Marshfield Clinic Health System (MCHS) is a Wisconsin-based rural health system serving over 300,000 patients annually in central and northern Wisconsin and Michigan’s Upper Peninsula. Patients can sometimes have to travel long distances to get to a healthcare facility. The marketing team had been running a digital campaign promoting MCHS’ urgent care facilities if a user searched for “urgent care near me.” There was a correlation between the campaign running and urgent care volumes, but the team was unsure if customers were receiving the right information.

I conducted research through five methods by looking at Google analytics, heatmapping, video recordings of users on the webpage, a comparative analysis of other health systems’ urgent care information, a survey resulting in over 600 participants, and 10 user interviews and usability studies with participants recruited from the survey. My goals were to:

1. Gather insights into a user’s journey when needing to access immediate care.

2. Learn what information users want and need when searching for urgent care information.

3. Learn about user’s pain points while trying to find information online.

1. Users start on a search engine and rely on the search engine’s business listings, so there is a need to create Urgent Care business listings.

2. Redesign the MCHS urgent care page to simplify it to quickly get users’ location information and make the design mobile first. Over 85% of users visit the page on a mobile phone, and the “Find an Urgent Care location” button receives 64% of the page clicks.

3. Create urgent care-specific location pages. Before heading to urgent care, users want to verify the hours listed on a search engine business listing. They expect to land on a page with only urgent care information.

4. Simplify the current location pages and improve the information hierarchy to make them more scannable. When users landed on a location page, they struggled to find the needed information.

Redesigning the urgent care service page was the highest priority with the resources available and the amount of traffic from searches. The research findings and recommendations guided the goals for the redesign.

1. Create a mobile-first design.

2. Give users more options for getting location information efficiently and easily.

3. Include the full list of “conditions treated at urgent care” on the page.

4. Stay within the general website page designs.

Before the redesign, 64% of the urgent care service page clicks were on the "Find an Urgent Care location” button. Six months after launching the redesigned urgent care service page, 51% of clicks are on a community name with an urgent care and the link takes users directly to a location page that provides the address and hours.