As part of a digital transformation initiative on a major healthcare website, I led the design and development of an interactive dashboard that personalized health content—articles and videos—for users based on their responses to a dynamic survey. The goal was to enhance user engagement by delivering highly relevant content tailored to individual health interests and concerns, while also allowing users to revisit their results over time.
Problem
The healthcare site had a wealth of high-quality content but lacked an effective way to guide users to the most relevant materials. Existing navigation and search tools were too generic, often overwhelming users with irrelevant results. There was a clear opportunity to:
- Improve content discoverability.
- Personalize the user experience.
- Increase engagement and return visits.
Solution
I designed an end-to-end experience starting with a responsive survey and culminating in a dynamic, saveable dashboard:
- Survey Design and Optimization:
I created a multi-step survey that gathered insights on user interests, conditions, and content preferences. The survey was optimized using A/B testing, iterating on question order, wording, and interface elements to maximize completion rates and quality of input. - A/B Testing Insights:
Through iterative testing, we discovered that placing more personal or emotionally resonant questions earlier increased user completion by 22%. We also tested CTA button labels, with “Show My Recommendations” outperforming “See Results” in engagement metrics. - Interactive Dashboard:
Based on survey inputs, a tailored dashboard presented curated articles and videos. Key features included:- Real-time personalization based on survey logic.
- Visual content tiles grouped by user interest areas.
- Options to bookmark content and save the dashboard for future access via a unique URL.
Results
- 25% increase in time spent on page compared to the site’s average content pages.
- 18% higher return visit rate among users who accessed their saved dashboard.
- Survey completion rate improved by 30% after A/B testing iterations.
- Internal teams reported better alignment with user interests, informing future content strategy.
Key Contributions
- Led UX/UI design and wireframing for both survey and dashboard.
- Developed the logic engine connecting survey inputs to content categories.
- Conducted A/B testing and analyzed behavioral data to optimize conversion.
- Collaborated cross-functionally with data analysts, content strategists, and developers.
Takeaways
This project emphasized the power of personalization in healthcare communication. By translating user inputs into actionable, tailored content, we not only improved user satisfaction but also enhanced the overall effectiveness of the content ecosystem. It also reinforced the value of iterative testing in optimizing user journeys.