MayoClinic.org/appointments/faq

Background

From previous A/B testing, we learned that frequently asked questions calls to action and content received low engagement. Our follow-up test hypothesis was that presenting FAQs as “Everything you need to know before requesting an appointment” would increase transparency and content relevancy, increasing page engagement and optimized appointment requests.

The Role

As Senior Product Manager, I facilitated collaboration sessions between the optimization, SEO, XD, UX copywriting subject matter experts and Marketing, Digital Front Door, and Enterprise Office of Access Management stakeholders to align on design/content variations and success metrics.

Value Delivered

• The variation with anchor links, expand and collapse functionality, and SEO informed Q&A content achieved an 83.3% increase in clickthrough to the appointment request page

• Appointment request form start rate increased 30.9% and the form submission rate increased 63.6% for the variation compared to the Control FAQ page

• 74% of variation users expanded at least one Q&A

• Strengthened collaborative partnerships to achieve end-to-end user experience optimizations and content relevancy/transparency to reduce downstream administrative burden

MayoClinic.org/diseases-conditions

Background

MayoClinic.org provides information about 1500+ diseases and conditions. However, the current presentation and organization of information poses challenges for 1B+ annual website visitors.

Challenges:

• Current search functionality and index page visual design does not provide a guided, personal, welcoming experience through the information and too many unfiltered search results adds to cognitive burden and website abandonment

• Too many distracting on-page elements rather than logical related content connections

• Non-English experience is not seamless, has English portions disrupting throughout

The Role

As a Senior Product Manager, I owned the product vision and strategy to make it easier for people to find evidence-based actionable health information content on MayoClinic.org. I led the product team and vendor partnership from discovery through delivery of a redesigned user experience and content index segmentation to return more user-centered search results.

Value Delivered

#1 Narrowed the search capability to provide more targeted search results

#2 Enabled a user-centric, accessible, intuitive, and responsive Diseases and Conditions index page that:

• Promotes improved user engagement through easy to search disease and conditions content

• Promotes discovery of helpful related information to help inform treatment/care decisions

• Is optimized for English, Arabic, Mandarin, Spanish reading audiences

• Set a foundation for user experience and brand consistency for additional content indexing and search capabilities

#3 Increased Year-Over-Year organic search traffic by 15%

Mayo Clinic: COVID Resource Center

Business Goal

Establish Mayo Clinic as the world's leading source of COVID information and an innovator throughout the pandemic.

Product Challenges of the COVID-19 Pandemic

• COVID information and search intent was constantly changing

• COVID was spreading quickly and people needed a source of truth to make informed decisions about U.S. travel and how to protect themselves

• COVID fatigue and global vaccine misinformation was spreading and website traffic was declining

• Hospital masking requirements lifted, COVID testing and vaccine reporting data accuracy + organic search traffic was declining

The Role

As the product manager, I led a cross-functional team through consistent change management, to deliver end-to-end product lifecycle. I defined a data-driven product strategy, roadmap, requirements and sunset plan to meet the evolving challenges at different phases of the COVID-19 pandemic.

At the beginning to mid stages of the COVID-19 pandemic, information architecture and net new content development was largely informed by questions people were seeking answers to.

In the later stages of the pandemic, our self service dashboard signaled declining organic traffic and reflected COVID fatigue. We wanted to provide hope and showcase the importance of vaccines amidst ongoing misinformation, and we wanted to experiment with an innovative timeline design whose learnings could be applied to additional timelines for the enterprise.

Value Delivered

• 21.7M all-time pageviews

• Managed the optimization of industry-leading COVID transmission and vaccine tracking data tools.

  These tools surpassed 15.9M and 5.5M views in 2021 respectively, but only 50% of individuals using screen readers could make sense of the maps and tracker data.

• Managed UX research and A/B testing which informed implementation of collapsible data tables which resulted in 100% task completion

• Multiple tests and iterations were executed to deliver a search optimized, accessible vaccine comparison chart to empower people to make informed vaccination decisions and established information/data chart accessibility best practices for mobile and desktop experiences sitewide

• User needs evolved from searching for answers to searching for hope. We demonstrated our ability to pivot and our agility to discover and deliver creative solutions

Vaccine Comparison Chart Iterative Evolution to Maximize Informed Decision Making and Accessibility

Adapting to User Needs: From Answering Critical Questions to Showcasing the Importance of Vaccines Throughout History