Identifying effective WEBSITE NAVIGATION via eye tracking
Industry: Pharmaceutical company rolling out a new drug
Goal: Two-phase approach to understand competitive evaluation of website usability
Methods: Desk research, eye tracking via remote interviews
Problem
Launch Uncertainty: The client desired validation for a high-stakes website redesign intended to support the launch of a new injectable medication, creating a risk of poor user adoption by not meeting industry standards for comparable drugs.
Understanding Mental Models: There was a critical need to understand the specific mental models and information-seeking behaviors of patients and caregivers regarding injectable treatments compared to established competitors.
Impact
Evidence-Based Redesign: Provided a comprehensive list of recommendations that assisted the client in refining their site’s navigation and content organization based on validated patient needs.
Competitive Differentiation: Delivered an integrated analysis that allowed the client to emulate competitor strengths while proactively solving for the pain points identified in rival digital experiences.
my role
Hybrid Research Design: Orchestrated a 2-phase study involving competitive desk research to benchmark industry standards, followed by remote qualitative interviews with a specialized cohort of patients and caregivers.
Biometric Analysis: Integrated remote eye-tracking technology to gather objective behavioral data, pinpointing exactly where users experienced cognitive load or missed essential messaging during the navigation process.