A Medical digital publisher increased trial and loyalty by creating an engaging digital experience
Updated: May 14, 2020
case study brief A Medical digital publisher, whose mission is to communicate the overlooked risks of medicines’ side effects, created a new digital experience with greater content impact
goal
Understand the users’ emotional drivers and respond to these drivers with an engaging website experience (navigation, readability and content).
approach
COMARKA’s approach: moderated webcam UX interviews revealed two medicine user personas (healthy user and vulnerable user) and their emotional drivers.
Each user persona navigates the website differently to obtain the content they need.
COMARKA discovered the best ways to optimize the online learning experience for each persona.
results
The Medical publisher increased customer engagement by simplifying the search process for articles and providing content of greater value for the users.
