UX Research Gives Mary Washington Healthcare a Roadmap to Improve Digital Experience

// By Ben Dillon //

With user experience research tools, organizations can identify the experiential issues that real consumers face when visiting their websites. 

Regardless of how talented your design team may be, the key thing to remember is this: The designers are not your end user. User experience (UX) research provides a thorough understanding of who your consumers are, their needs, and how they want to interact with your brand.

When designing digital experiences based on internal goals, it’s easy to miss the mark, even for talented professionals. And when we try to assume the perspective of the end user, we find we’re poor proxies for our audiences. We understand healthcare and know the terminology, acronyms, departments, roles, and facilities far too well. So, to truly learn how users want to experience our digital brand, we need to go to the source!

Starting a digital project based on user experience research ensures you build new digital capabilities that meet your users’ expectations, while also building internal support for your strategy. This research can help you better engage your customers, generate more revenue, and improve your bottom line.

Here, we’ll share highlights from a case study featuring Mary Washington Healthcare, what it learned from UX research, and how it used new insights to improve the digital experience. This case study was originally presented at the Healthcare Marketing & Physician Strategies Summit in April.

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