USABILITY STUDY OF MEDSCAPE.COM

The Goal:

The objective of this study was to identify how the product communicated its purpose and value; permitted access to features and functions with easy navigation; supported efficient interaction with content and displays; and guided users through the interface to relevant information with satisfaction. 

The Process:

  1. First, we conducted a thorough heuristic analysis by analyzing the interface with principle as well as elemental issues.

  2. Then we created a thorough protocol for a usability study, formulated metrics, created a script for structured interviews and presented it to the stakeholders.

  3. We implemented a condensed version of the actual study for educational purposes. The study involved the observation of 8 participants who interacted with Medscape for 20 minutes in a library study room that was equipped like a usability lab. We employed inquiry methods that captured data about how Medscape communicated, supported navigation, provided efficiency, and guided users through the interface. For the purpose of this usability study we observed users using both passive and active intervention with test monitors. To capture participants’ behaviors, attitudes, and subjective experiences, we developed goal-based, task-based, and subjective interview protocols that were employed during the usability study.

Key Findings: 

  1. Visual clutter and information overload observed in News and Perspective section by 100% of users.

  2. In the total square footage of the website, every extra unit of information in any simple box competes with its relevant units and consequently the visibility as well as the importance is diminished.

  3. Numerous personas for each page distracts users and reduces focus.

  4. Ever-changing menu structures increase cognitive load to process individual pages.

  5. Smooth visual momentum appeared to be missing.

  6. Key revenue generating features such as 'Topic Alert' remained hidden.

  7. A lack of variety of ads created boredom in ad blocks.

Product: 

Created a 230 page technical report with informed recommendations on how to minimize user errors, frustration, dissatisfaction, or confusion and increase the annual revenue of Medscape.