Case Study
Transforming Insightscope's Online Presence
Project Overview
Insight Scope is a Canadian not-for-profit organization associated with the Children’s Hospital of Eastern Ontario, exclusively dedicated to developing the Insight Scope systematic review platform. This disruptive technology, funded by NSERC and the Ontario Ministry of Health and Long-Term Care, accelerates systematic reviews through crowdsourcing.
The Challenge
The Insight Scope platform had a promotional website that failed to attract the expected traffic, hindering the platform’s visibility and reach. Stakeholders sought assistance to enhance the website’s effectiveness and gain meaningful insights into user interactions.
The initial challenge was understanding the workings of systematic reviews. To address this, I chose user/stakeholder interviews as the method to uncover the first insights for our project. One particularly valuable experience was interviewing a principal investigator of a research project utilizing InsightScope’s platform. She provided a revealing walk-through of the platform from her perspective, which helped me gain a comprehensive understanding of its functionality. This insight informed our considerations for potential audiences when redesigning the new website.
UX Transformation Highlights
PROBLEMS
Undefined User Journeys: The lack of identified user groups led to unclear paths for users landing on the website.
Missing Sign-Up Button: There was no direct link to the platform or a clear sign-up pathway.
Limited Project Visibility: The website lacked a showcase for current and future projects, hindering participant engagement.
APPROACH
Recruitment Effectiveness: Enhance the website’s ability to recruit participants.
Communicate Value Proposition: Clearly convey Insight Scope’s value proposition to diverse target audiences.
Build Credibility: Provide compelling proof that the platform significantly reduces review time without compromising accuracy.
SOLUTIONS
Segmented audiences into 7 categories, with the primary audience (Participants) prominently featured. Each segment leads to dedicated pages with exclusive content and a clear sign-up pathway.
Added a prominent sign-up button in the top bar navigation, reducing clicks to access the platform.
Created an exclusive page with a live view of ongoing and upcoming projects, fostering participant engagement.
RESULTS
The redesigned website effectively channels users to specific use cases, providing a clearer pathway for participation. With enhanced visibility, streamlined navigation, and improved engagement features, the Insight Scope platform has experienced increased sign-ups and participant involvement. The website now serves as a powerful tool for communicating the platform’s value proposition and building credibility among diverse audiences.
The Process
User Personas, Journeys
& Product Vision Board
Creating user personas is a method to understand and represent distinct user segments effectively. We began by gathering comprehensive information from our recent research, including demographics, behaviours, goals, needs, pain points, and motivations.
To humanize each persona we’ve assigned a name and used visuals. To validate them and make sure we were aligned with not only the users but the company’s goals we’ve shared the user personas with the stakeholders and team members, encouraging feedback.
This iterative process ensured a focused and user-centered design approach, enhancing empathy and understanding among the project team.
Information Architecture
At this stage, my team and I had all the information needed to start the next steps. We defined the segments, user personas, and user journeys. The subsequent task was to redesign the information architecture for the new website (sitemap), validate it, and get it approved by the stakeholders.
NOTES
Creating personas was critical because it provided my entire team with an appreciation of who we would be designing for.
Low-Fidelity Mockups
The following step involved designing lo-fi mockups to organize all the information that should go on each page of the new website. The information architecture was based on a desktop-first approach and then adapted for tablet and mobile views.
Usable, Equitable, Enjoyable & Useful
Designing the hi-fidelity mockups posed challenges, especially when we received content from the client. Some sections weren’t initially designed to accommodate the volume of content provided.
One notable instance was the opening reviews page, featuring a real-time content table with all opening reviews on InsightScope’s platform. The concept was to display initial information, allowing users to redirect to the platform’s page for more details if desired.
Given the substantial amount of information provided by the client for all open reviews on the platform, the website page became overcrowded, with noticeable duplication from the platform.
To address this issue, I created a table that included only essential information to describe each review opportunity on the platform. This approach featured titles, concise descriptions, and a call to action, encouraging users to visit the platform for more details. These prototypes were then approved.
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