The User Insights Study was conducted by MarketGenics.co on behalf of a leading healthcare brand dealing with senior-specific goods and services. This brand offers various offline and online services that treat chronic health conditions, such as lung, joint pain, and fall prevention. The brand had revamped their original website.To ensure that the new website meets the needs and expectations of the audience, the brand worked in collaboration with MarketGenics.co to conduct a systematic market research analysis on the usability, functionality, and overall user-experience of the revamped site, before its launch.
Objective of the study
To evaluate the usability, functionality, and the general performance of the revamped site by conducting a systematic market research. The research study recorded both supported (guided task-based flows) and unsupported (first impressions and spontaneous interactions) answers of a user base that make use of such health-related websites.
Target Audience
The target demographic of the brand includes urban Indian seniors (55 and above) who are already investing in their health and wellness, and fall under SEC A and B. As a response to the shifting needs of this market and the growing relevance of digital touchpoints, the company has strategically revamped its main site.
Research Methodology.
Qualitative study was carried out in six big metropolises in India, such as Bangalore, Chennai, Delhi, Gurugram, Hyderabad, and Mumbai.
Study Format:
- 60-minute in-home interviews
- 200 individuals approached
- Split into two groups:
- Aided: Users are taken through systematic task-based flows.
- Unaided: The site was browsed by the users naturally and first impressions were made.
With a structured discussion guide, trained moderators ensured in-depth answers, beginning with their digital habits and shopping behavior of the users and then proceeded to their experience with the redesigned site.
Findings: What the users wanted
The respondents came up with unbiased reviews of the website, highlighting both the positive and negative features. Despite the plua points, regarding the site redesign, users had some useful suggestions on how it could be improved to suit the needs of the elderly community better:
What's Functioning:
- Eldercare is recognized and appreciated in its aim and focus.
- There is a high recall of core product areas and in particular joint care.
Areas for Improvement
UI/UX Improvements:
- Big fonts, quick loading and less cluttered modern layout.
- Better image viewing and easy access to accommodate elderly users.
- Better navigation and product segmentation.
Platform Features
- Demand a bilingual support option, voice search and a dedicated mobile application to serve a wide range of older customers.
- Content & Engagement
- More content with the support of doctors and professional consultations should be made to gain trust.
- Inclusion of customer reviews and instructional videos.
Product Expansion
Expand product line past orthopedic products to encompass:
Medicines
General wellness items
In-home caregiver services
Clear policies of returns and exchange.
Better pricing, visible sales, and specific delivery schedules.
Conclusion: Moving Forward with Practical Findings.
The analysis revealed that despite the fact that the online presence of the brand is moving into the right direction, there are still several key opportunities to improve the user experience. Users are aware of what they expect out of a platform: they need to be simple to operate, informative, trustworthy, and provide broad alternatives.
Our objective at MarketGenics.co is to provide growth-oriented, actionable information. The User Experience Study gives our client a clear road map for meeting and surpassing the demands of a senior customer base.