Qualified visitors were arriving, but something kept them from staying.

MyWaypoint is an AstraZeneca patient-facing treatment website. It guides patients to treatment information, financial resources, and ongoing care content relevant to their specific cancer type through a wizard-style selector, with each question narrowing the experience down to what's actually useful for each individual person.

Initial performance data indicated that, while paid media ads were successful at driving prospects to the website, many site visitors were not engaging with the “Begin Here” button when getting to the page - the single entry point to all content.

AstraZeneca was also preparing to expand the site to support additional treatments, so we needed to validate a few things before moving forward:

Will allowing the user to select between treatment, cancer type, or topic at the start of the selector flow (instead of Begin Here) increase engagement?

Would adding another step in the selector, to support sub-indications, overwhelm an audience already under stress?

Is creative that is driving traffic to the website, a mismatch to the audience actually using it?

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Two tests, two groups, infinite insights.

Two moderated remote usability tests were identified, each targeting a distinct set of questions. I worked with AstraZeneca's external research group to target current and former patients of AZ treatments (LYNPARZA, CALQUENCE, IMFINZI, and TAGRISSO). No participants participated in both tests.

I asked participants to think out loud as they completed tasks, and reminded them to narrate their thoughts and actions. This helped me to understand participant behaviors, goals, thoughts, and motivations.

First, validate scalability of the wizard-style selector

For this test, participants completed tasks on a mobile or desktop prototype that took them through a scaled multi-step selector. Participants were asked to find side effect information, affordability resources, and treatment details. They were then prompted to rate the ease-of-use.

My objective was to understand the selector flow scalability in terms of additional sub-indications and additional treatments without negatively impacting the user experience or creating barriers to users moving forward.

My hypothesis is that it would help, not hinder, the wayfinding process.

Key findings

People were familiar with “wizard” type step selectors. As long as they stayed confident they were getting to the right place, the added step was not going to be a hinderance.
The stepped approach and breaking down the journey into bite-sized pieces made it easier for patients to drill into the information they were looking for.

Success! AstraZeneca could scale with ease, and my hypothesis was validated - site visitors could use the wizard with ease to find the treatment information they needed.

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A multi-step wizard brought users through a linear sequence of questions specific to their treatment.

The ad creative imagery did not convey a positive feeling for participants

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Choosing a path up front improved engagement

Next, unblock the entry point and and make sure creative is connecting right

For this test, we showed participants media creative and asked them to give first impressions, complete tasks through the prototype, and review homepage creative options.

I wanted to understand how the ad creative positively or negatively impacted the website experience, and discover how the audience utilized different starting points (by Cancer Type, by Treatment, by Topic) instead of the 'Begin Here' button.

Key findings

Participants liked the association of the ad creative to the home page, but the imagery itself did not convey a positive feeling for participants.
Improved content and headlines helped participants confirm they were in the right place and liked the supportive nature of the wording.
Participants liked the ability to choose a path in how they wanted to find information. Most participants chose 'Navigate by Cancer Type'

It was clear - people wanted a path that supported the different ways they thought about treatment and they wanted visual signs of hope and support. And our creative needed to reflect that.

Improvements to language and labels were also made to improve clarity in ambiguous terms and make the tone for patient-facing.

Results

The wizard could scale with ease, and creative needed to inspire hope and support.

Wizard validated

The 5-step selector was validated for implementation. Staged disclosure could scale new treatments without adding confusion.

Label fixes identified

"Taking LYNPARZA & Side Effects" replaced the ambiguous and unhelpful original labeling. Clinical subtype labels were owed plain-language rewrites.

Brand creative adopted

Ad imagery removed from homepage. The more abstract website branding moved forward. A/B testing recommended to help validate imagery across treatments.

UX copy updated

Two headline changes were aimed to reduce friction before users ever reached the selector.