You may call your site audience your “users,” but ultimately, they’re just people. Imperfect people with imperfect lives — sometimes to an extreme degree.
During the COVID-19 pandemic, there was a massive rise in domestic violence. This type of violence can take many forms, including technical abuse, where technology is used to control, harass, or intimidate someone. It can look different in various situations, from an abuser constantly sending phone or text messages to controlling the sites or devices their partner can access. Even sharing a store rewards phone number can have unintended consequences. The range of opportunities for abuse is endless.
In the book Design for Safety,” author Eva PenzeyMoog cites an NPR survey that found “85 percent of shelters they surveyed were helping survivors whose abusers were monitoring their activity and location through technology.” This is an alarming statistic. Domestic violence prevention isn’t something that is taught in schools — how would people know how to protect themselves before it’s too late?
As professionals creating digital products, it’s our responsibility to create “for good.” How can we be advocates for safety in design? According to Design for Safety, as an advocate, you must “support vulnerable users to reclaim power and control.” A website could have an easy-to-use interface but still provide pathways for users to experience abuse from domestic perpetrators. Ultimately, this leaves victims vulnerable while giving them a false sense that they have more control than they genuinely do.
During the website creation process, you should aim to design for safety. A key step is to identify “ways your product can be abused, then ways to prevent that abuse.” For example, to help address any abuse or harassment captured while on a call, Google Meet has the function to “report abuse.” You can attach a video clip when you report, and they will investigate and then take action on their end. By proactively planning around safety, your organization can deepen trust with users while doing your part to prevent domestic violence.
This past year, Oomph worked with a nonprofit website, which helps the general public understand their legal issues, to perform a user experience discovery and redesign. The site provides individuals with low incomes and limited English with local laws written in plain English. Users visit the site for legal information on various topics, including evictions, government benefits, domestic violence restraining orders and family law. A subsection of the audience uses the website to look for resources dealing with domestic violence.
When designing for this audience, we needed a way to support users who may need to exit a page quickly if they are interrupted by a potential abuser while scrolling through sensitive information, such as divorce or domestic violence resources. The site had previously utilized an “Escape” button on pages that dealt with those sorts of topics. When approaching the redesign, we wanted to ensure this button would always appear but wouldn’t interfere with other audiences, such as someone looking for information about traffic tickets. It had to walk a fine line between in-your-face and too subtle to be helpful to ensure users could see and interact with it.
When dealing with “trauma-informed” design, designers must “prioritize comfort over technological trends” (Design for Safety). Our challenge was amplified by a lack of standards for a quick exit button’s function, especially for a site with multiple audiences. Since these buttons are a relatively new best practice and little research on them exists, we were careful in our strategic approach. A quick exit button is not ingrained in a user’s mental model, making its intended action new to most people. Those who feel they might need it have to recognize its function as soon as possible.
Approach to the Quick Exit Button
While designing the quick exit button, we considered its placement, colors, and typographic style to ensure that:
- The button was easy to understand and used by people who needed it,
- The language was not retraumatizing,
- The button wasn’t so big and distracting that it took away from the overall experience of the site for those who didn’t need it, and
- The button’s position was easily accessible on a range of device sizes and types.
Our first wireframe called the button “Quick Exit.” When we tested the prototype, all five participants did not understand what the exit button meant. This emphasized how important the language on the button is. For those who have dealt with domestic violence, even the word “escape” could be harmful to hear. Additionally, since audiences view the website in different languages, we wanted to ensure that the button’s translation would not adversely affect the layout.
On our next iteration, we tried using the term “Exit” with the icon globally known for “external link.” But this still wasn’t clear enough for our users: Where would the exit bring you? To a page called “Exit”?
We needed to explain exactly what the button did, so we opted to use the universal external link icon with “Exit Site” as a label to best communicate what the button would do. Although it does not describe where you will end up, it clearly explains that you will leave the website.
To further help users understand what the button was for, we then created a pop-up at the start of the user’s journey that educates people on the button’s purpose:
Overall, there was a delicate balance we had to achieve in managing all audiences that typically view the site. We wanted to ensure that we were educating all users but not preventing users from getting help for other topics, such as information about the right to an education or disability. The pop-up, however, had additional considerations we needed to weigh as well: What if their abuser sees it upon landing? What if the user who needs it ignores it?
Additionally, when the user clicks the escape button (or uses the keyboard short-cut “Delete”), they are brought to a new tab that displays ABC News. The 1800victims site is changed to Netflix — with all traces of the CVRC gone. According to Columbia Health, this follows best practice because “a blank history can raise suspicion from your abuser.” This would be the safest approach for users.
Designing for Safety
We must consider how users dealing with domestic violence may feel when they are visiting a site with sensitive content. By including information to educate users upon landing, we can help more people understand how to use a quick exit button if they find themselves in a situation where they need to swiftly leave a website. As an advocate for user safety and domestic violence prevention, you can proactively create a safety net for others by starting to review your work through the lens of how it may be abused prior to releasing it into the world.
This article is just one look at how organizations can design for safety using a quick exit button. By talking about these issues and advocating to protect users in your own design process, we can all take a step toward helping prevent domestic violence. Even if one person is helped or informed by Oomph’s quick exit button design on the website, it will be a success in our eyes.
Need help incorporating safety-focused design into your website or mobile apps? Let’s chat about your needs.
Finding yourself bogged down with digital analytics? Spending hours just collecting and organizing information from your websites and apps? Looker Studio could be the answer to all your problems (well, maybe not all of them, but at least where data analytics are concerned).
This business intelligence tool from Google is designed to solve one of the biggest headaches out there for marketers: turning mountains of website data into actionable insights. Anyone who’s ever gone down the proverbial rabbit hole scouring Google Analytics for the right metrics or manually inputting numbers from a spreadsheet into their business intelligence platform knows that organizing this data is no small task. With Looker Studio, you can consolidate and simplify complicated data, freeing up more time for actual analysis.
With so many customizable features and templates, it does take time to set up a Looker Studio report that works for you. Since Google’s recent switch from Universal Analytics to Google Analytics 4, you might also find that certain Looker Studio reports aren’t working the way they used to.
Not to worry: Our Oomph engineers help clients configure and analyze data with Looker Studio every day, and we’ve learned a few tips along the way. Here’s what to know to make Looker Studio work for your business.
The benefits of using Looker Studio for data visualization and analysis
Formerly known as Google Data Studio, Looker Studio pulls, organizes, and visualizes data in one unified reporting experience. For marketers who rely heavily on data to make informed decisions, Looker Studio can save precious time and energy, which you can then invest in analyzing and interpreting data.
Key benefits of using Looker Studio include:
- Connecting data from multiple sources: The platform can unify data from a mind-boggling 800+ sources and 600+ data connectors, which means you can upload and integrate multiple data sets into one comprehensive report. This not only saves time, but also provides more accurate insights into business performance for organizations with complex digital environments.
- User-friendly insights: Looker Studio’s visual dashboards are easy to interpret, customize, and share – even with executives who might not be as digitally fluent as you. You can choose from a variety of drag-and-drop data visualization options, such as charts, graphs, and tables, or use Looker Studio’s pre-designed visualizations.
- Powerful customization: Want to be informed the minute your form conversion rate changes? With Looker Studio, you can set up alerts to notify you of significant changes in your data, enabling you to adjust your marketing strategy and optimize ROI in real time. You can also generate reports to track your progress and share them with your clients or team members.
How Oomph uses Looker Studio
As a digital-first company in the business of helping other digital-first companies, we’re big fans of Looker Studio. We think the platform is a great way to share trends on your websites and apps in an easy-to-digest way, making monthly or quarterly reporting much more efficient.
Whether you’re looking for basic insights or need sophisticated analysis, Looker Studio’s visualization capabilities can support smarter, more informed digital decision-making. Here’s a peek at some of the metrics we monitor for our own business, including:
- Number of users
- New users versus returning users
- Average time spent on site and on page
- Top pages viewed
- Traffic sources
- Traffic by device
- Event tracking and conversion rates
We also use the platform to drill deeper, comparing trends over time, identifying seasonal fluctuations and assessing the performance of specific campaigns. We leverage features like dashboards and filters in Looker Studio to give our clients an interactive view of their data.
How Looker Studio Works With GA4
Google Analytics, now known as GA4, is one of the primary tools we connect to Looker Studio. GA4 is the latest version of Google’s popular analytics platform and offers new features and functionality compared with its predecessor, Universal Analytics (UA), including new data visualization capabilities.
As many companies migrate over to GA4, they may be wondering if reporting will be similar between GA4 and Looker Studio – and if you need both.
While GA4 reports may challenge Looker Studio’s capabilities, Looker Studio provides a variety of features that go beyond what GA4 can do on its own. While GA4 dashboards and reports just include GA4 data, Looker Studio can import data from other sources as well. This means you can use Looker Studio to track trends in your site’s performance, regardless of the data source.
Looker Studio also has a unique feature called “LookML,” which allows users to create custom data models and transformations. This means you can tailor your data to your specific needs, rather than being limited by GA4’s built-in reporting. Finally, Looker Studio’s robust sharing and collaboration features allow teams to share data and insights easily and efficiently.
If your company set up Looker Studio before switching to GA4, you may notice a few metrics are now out of sync. Here are a few adjustments to get everything working correctly:
- Average time on page: This was previously a standard feature in UA that’s no longer available in GA4. To configure, you’ll need to track the “user engagement” metric divided by “number of sessions.”
- Bounce rate: Tracking bounce rate with GA4 now takes an additional step as well. To configure, subtract the “engagement rate” metric from 1 to arrive at your bounce rate.
- Events: Simply update your Looker Studio connection settings to use the new GA4 event schema and ensure that you’re using the correct event names and parameters in your LookML code.
How To Set Up a Looker Studio Report
- Choose a template for your dashboard or create one from scratch. If you’re not sure, you can browse through templates to get an idea of what Looker can do.
- Connect your data source. Looker supports a long list of sources, including Google, MySQL, AWS Redshift, and more. Don’t worry if your data isn’t in Google – Looker will likely be able to connect to it regardless.
- Choose your metrics. These are the specific data points you want to track and analyze in your report. You can customize your metrics to fit your specific needs.
- Build your dashboard. You can add charts, tables, and other visualizations to help you understand your data. Looker makes it easy to drag and drop these elements into place.
- Share it with others. You can either create a share link so that others can access the dashboard directly or you can set up automatic updates to be sent on a regular basis. This makes it easy for others to stay up-to-date on changes and progress.
A Powerful Path To Data Insights
The digital landscape is growing more fragmented and complex by the day, but tools like Looker Studio make it infinitely easier to find your path forward. Taking the time to configure and customize the platform can deliver major ROI by helping you understand user needs, pinpoint website strengths and challenges, and craft the right digital strategy.
Crunched for time or not sure where to start? Oomph can help take the hassle out of data analysis by setting up and monitoring your Looker Studio dashboards. Get in touch to chat about your needs.
We are thrilled to share that our client, Lifespan, has been named to the Nielsen Norman Group 2023 list of the ten best employee intranets in the world. Award winners are recognized worldwide for their leadership in defining the field of UX. NN/g is dedicated to improving the everyday experience of using technology. The company has evaluated thousands of websites and applications and consulted for leading brands in virtually every industry since 2001 to select the 10 best intranets annually.
A Collaborative Process
Lifespan collaborated with our team on strategy, stakeholder management, UX research, UI design, and development. We developed the intranet’s information architecture and prototyped and tested tablet versions of the mobile intranet. Our engineering team conducted a technical discovery and completed the full intranet development, which included the intranet’s custom features and integrations. The result was an intranet that met employees’ personal needs while building a sense of community across Lifespan’s large organization.
“It’s wonderful to see the culmination of so much research, feedback, conversation, and collaboration be recognized and placed among some of the best brands in the world,” said Oomph’s Director of Design & UX, J. Hogue. “This intranet required 18 months of employee-focused strategy, research, design, testing, and development with the latest technology, security best practices, and accessibility design. The result supports employees and positive patient outcomes across the hospital system. We are intensely proud of the tailored approach the teams used to create a digital experience that reflects Lifespan’s company culture.”
Helping to Connect a Remote Workforce
Lifespan is a digital workplace, and the intranet is the hub that connects employees to the hundreds of digital tools and resources they need to deliver health with care every day. Most of Lifespan’s 16,000+ employees use the intranet on a daily basis to complete their work tasks, find information about benefits, and/or read the latest news. The intranet routinely sees more than 1M page views each month. Physicians, nurses, allied professionals, and clinical support staff often use the intranet to access policies and job tools that are critical for patient care and often needed immediately. Administrative support staff rely on the intranet to access information and third-party tools that are critical to such business operations as purchasing, finance, materials management/supply chain operations, and facilities maintenance to name a few. For all users, the intranet is a central hub for department information, professional education and training, news and events, the staff directory, HR and payroll information, digital tools request services throughout the organization (both clinical and administrative), and remote access to email. Most importantly, the intranet provides a place where employees can learn what’s happening across the Lifespan system and at each individual affiliate location.
“The team responded to the importance of communication and connectedness and used those themes as the guiding strategy when redesigning the intranet. They made it more accessible, user-friendly, and contemporary, thanks to their vision, planning, and execution,” said Lifespan Senior Vice President, Marketing and Communications, Jane Bruno. “Winning this award is a testament to the hard work of Lifespan’s marketing and communications and information services teams, and their collaboration with Lifespan’s digital design and development partner, Oomph.”
There’s no doubt that all of us at Oomph are extremely proud of the outcome as well and it’s even more gratifying to work side-by-side with an organization that’s so committed to improving the employee experience. After an award-winning collaboration like this, we look forward to continuing our partnership in the years to come.
More information about the 2023 winners is on the NN/g website. The winning intranets are also featured in the NN/g’s publication, Intranet Design Annual 2023: Year’s 10 Best Intranets. The publication includes a detailed case study on Lifespan’s intranet project and the vision, working methods, and management strategies underpinning its success.
Past recipients of the top 10 intranet award include BNY Mellon, Korn Ferry, The United Nations, Barclays, 3M, The Estée Lauder Companies Inc., International Business Machines Corporation (IBM), Princeton University, and JetBlue.
Interested in learning more about Oomph’s award-winning work? Take a look at some of our favorite projects and see how we make a difference for clients nationwide.
The full press release can be found at: https://www.lifespan.org/news/lifespan-named-top-10-best-intranets-world-nielsen-norman-group-nng
In good times and bad, healthcare is deeply ingrained in our lives. From the beginning to the end, our providers monitor our growth, treat our illnesses and injuries, and keep us as healthy as possible.
But healthcare organizations can no longer take that provider-patient dynamic for granted. In the wake of the COVID-19 pandemic, more patients than ever distrust the healthcare system. The healthcare industry is also working to recover from the $206.2 billion hit it took in 2020, driven largely by forced delays in preventative care and elective surgeries.
As the healthcare sector finds its footing post-COVID, providers have a tremendous opportunity to build stronger patient relationships than ever before. In 2022, 83% of healthcare consumers said they wanted to make their health and wellness a priority again, while another 37% said they wanted to be more engaged with their healthcare. So where should providers start? With a laser focus on user experience (UX).
As telehealth and retail disrupters like CVS and Amazon gain momentum, it’s easier than ever for patients to get a flu shot or a test for strep throat – a convenience that patients love. These healthcare disruptors also have a leg up in the virtual world, since they’re powered by the modern digital platforms that patients have come to expect.
To find a way forward, traditional healthcare organizations need to focus on creating a strong UX and digital presence that can both compete with disruptors and satisfy the regulatory requirements unique to healthcare (we’re looking at you, HIPAA).
Why Your Patients Expect Better UX
Once upon a time, patients believed that doctors knew best. They went to the healthcare provider down the street and trusted that the provider had the expertise to resolve their health woes.
In 2023, patients are informed consumers. 60% of patients research online before choosing a provider, many of whom consult the healthcare organization’s website. If this isn’t reason enough to revamp your digital footprint, 40% of patients also say they prefer to book appointments online.
Together, these statistics illustrate a growing demand among patients for more robust, patient-friendly digital experiences. The issue is that this is exactly what healthcare organizations have struggled to do for years. At Oomph, some of the most common challenges we see among healthcare brands include:
- Exceptionally fragmented platforms and digital presence
- Siloed back-end systems that make it difficult to map and track patient health information (PHI)
- Complex organizational structures that inhibit quick innovation
Yet there are exciting examples of innovation across the industry, too. Forward-thinkers like the Cleveland Clinic are proof that healthcare UX can and should be innovative — largely because better digital capabilities enhance the patient experience, fueling stronger relationships that benefit providers and the patients they serve.
Our healthcare team at Oomph works with providers of all sizes to uncover digital solutions that make sense for their size and structure, budget, and patient needs. Here, Oomph UI Designer Alyssa Varsanyi shares best practices they’ve developed in partnership with our healthcare clients.
Our 4 Healthcare UX Best Practices
1. Be Accessible and Inclusive
Accessibility is non-negotiable for any digital experience. It’s even more important for provider sites, which are likely serving people with a wide range of conditions — all of whom need and deserve complete and immediate access to healthcare.
To create a healthcare UX accessible to all, healthcare organizations should:
- Follow WCAG Guidelines, including color contrast (We have a tool for this!)
- Incorporate inclusive language, including diversity, equity, and inclusion principles
- Use plain language standards, which means language that’s clear, concise, and legible for readers of all education levels
2. Create a Safe Space
In healthcare, protecting patient data is table stakes. To create a safe space, you have to think not just about patient confidentiality but also about building trust. A thoughtful digital environment with inclusive language can go a long way to helping patients feel seen, heard, and cared for.
Websites like Cedars-Sinai are a great example of how websites can be built around trust. Their platform exemplifies how language can be the foundation for a credible site, especially when paired with supportive modules like sources and testimonials.
To take the same approach to your site:
- Communicate progress: Patients want to know where they stand. Find ways to reflect the status of their care, whether that’s upcoming appointments or prescriptions in need of renewal.
- Follow conventions: Your patients aren’t visiting your site to learn something new. Keep consistent with healthcare standards and terminology so patients can easily recognize different tools and features.
- Prevent errors: Mistakes happen. Patients enter their birth date incorrectly or accidentally click the “Schedule” button before they’re ready. The best healthcare platforms both eliminate conditions that can lead to errors and add preventative steps, like prompting the patient to confirm their selection.
- Offer solutions: If and when errors occur, explain them in plain language and with a visual treatment so the patient can understand how to fix them without having to call customer support.
3. Make Navigation Easy
Many patients come to healthcare systems with an immediate need — a parent needs to find an open appointment NOW for their child’s pre-season sports physical, or a cooking enthusiast needs to locate an urgent care on a Sunday to patch up the new chopping-related cut on their hand.
In either scenario — and countless others that people face daily — it’s critical that patients can easily find the right information at the right time and in the right way.
To make this a reality, healthcare organizations should strive to:
- Consider specific users: How do they speak? What imagery resonates with them? Speaking your patients’ language will help patients move through your platforms more intuitively.
- Prioritize visibility: Patients shouldn’t have to remember where it was that they could schedule an appointment or view their records. Make important elements and actions easily and frequently accessible.
- Mirror real-world conditions: No one wants to get lost down a digital hallway. Make it simple for patients to find what they need – like bill payment – then easily return to where they started.
As technical as these tactics are, don’t forget to show empathy, too. It is possible to show compassion online, like how Stanford Health poses the question, “What can we help you find?” Emotional asks like this can illustrate an organization’s genuine desire to be helpful to their patients.
4. Build Responsive Experiences
Healthcare needs don’t wait until patients are sitting in front of their computers. Think about an adult child peeking over their senior parent’s shoulder while they search for a specialist, or a new parent scrolling through their phone at midnight while cradling their sick baby.
Now imagine those people frantically pinching at the screen so they can read the entire text block or find the right button. Stressful, right?
Patients should be able to seamlessly access healthcare anytime anywhere, which means designs must be responsive. Keep in mind:
- Device types: Designs need to render and be easy to use on all screen sizes.
- Clean designs: Focus on the most need-to-know information so the design and content don’t distract from the actions and features your patients care about. This also makes your platform more accessible on smaller screens.
What does that look like in practice? Consider the Summit Health website. Its simple navigation makes it easy for patients to find what they’re looking for, while the responsive design enables patients to engage on the go.
Healthcare UX Is a Journey, Not a Destination
At Oomph, we’ve seen firsthand how these healthcare UX best practices transformed the patient experience of our many healthcare clients. Even still, it’s important to note that UX isn’t one-size-fits-all. A national network of hospitals may need a very different digital patient experience than an owner-operated group of general practice clinics.
So how do you start building a UX that works for you and your patients? Research and testing.
UX audits, user research, and usability testing are all keys to the lock that is an effective UX strategy. By identifying what’s working and what’s not, what your patients want and what they don’t, you can put your organization on an evidence-based path to world-class UX.
Interested in exploring ways to improve UX for your own patients? We’re here to help.
Humans encounter thousands of words every day. As a website owner, that means your site content is vying for your user’s attention alongside emails from their colleagues, the novel on their nightstand, and even the permission slip scrunched at the bottom of their kid’s backpack.
How do you cut through the clutter to create site content that people actually want to read?
While you may already be choosing topics that are the most interesting and relevant for your audience, the structure of your writing may not be optimized for how people read. By understanding your audience’s reading behaviors following best practices for readability and accessibility, you can make sure your content works with people’s natural tendencies – not against them – to create a more engaging digital experience. An added bonus: Google shares many of those same tendencies, so content that’s designed well for humans is also more likely to perform well for organic SEO.
As a digital platform partner to many clients with content-rich sites, Oomph often works with brands to redesign their content for digital success. Here’s a look at the basic principles we apply to any site design – and how you can use them to your advantage.
How People Read Online
When we dive into a book, we typically settle in for a long haul, ready to soak up each chapter one by one. But when we open up a website, it’s more like scanning a newspaper or the entire bookshelf – we’re looking for something specific to catch our eye. We quickly scan, looking for anything that jumps out at us. If we see something interesting, then we’ll slow down and start reading in more detail.
Think of it like an animal following an information “scent,” identifying a mixture of clues that are likely to lead to the content you’re looking for. Most people will decide which pages to visit based on how likely the page will have the answer they’re looking for and how long it’s going to take to get the answer.
Users need to be hooked within a few moments of looking at a website or they’ll move on. They need to be able to identify and understand key factors like:
- The point of the information and why they should keep reading
- Whether they can trust the information and the source
- The type of content provided and any action expected from them, like signing up for an event
- How visually engaging and readable the content is
The takeaway for brands? Writing with your readers’ needs in mind is a way to show them you care and want to help them solve their problem. It’s also the key to achieving your site goals.
Your site content does more than just convey information – it’s about building trust, establishing rapport, and creating a connection that goes beyond the page. Whether you’re trying to sell a product or promote a cause, crafting content around your audience’s needs, desires, and preferences is the most effective way to compel them to take action. Here are four ways to set your website content up for success.
1. Put your data to work.
If you’re looking to refresh your current site, data can help you make informed choices about everything from your content strategy to your layout and design. Use digital reporting tools to answer questions like:
- Is our target audience visiting our site – and are other audiences visiting that we don’t know about yet?
- Which content do visitors download or engage with most frequently?
- What does a typical site visit look like? Are there places where users are getting stuck or bouncing off?
Google Analytics is a go-to tool for understanding the basics of who is visiting your site and how they’re engaging with your content. You can track metrics like session duration, traffic sources, and top-performing pages, all of which can help you better understand what your audience is looking for and what you want to tell them. (If you haven’t made the switch to Google Analytics’ latest platform, GA4, jump-start the process with our 12-step migration guide.)
Additional tools like Screaming Frog and Hotjar can give you even deeper insights, helping you track content structure and real-time user interactions.
2. Create a simple and consistent content structure.
When it comes to site content, consistency is like the foundation of a house (minus the power tools and hard hats).
A well-structured site not only helps users navigate and understand your content more easily, but also enhances the visual appeal and flow of the site. Think of it like a dance floor – you want your users to be able to move smoothly from one section to the next, without any awkward missteps.
That means focusing on shorter sentences, bullet points, and clear subheadings, all backed up by engaging visuals that serve as resting points for the eye. And while you’re at it, don’t forget to declutter your content — users don’t want to wade through a sea of unnecessary words just to find the nuggets of gold.
Ask yourself: Does this content flow smoothly, is it easy to scan, and does it make my key messages stand out? If the answer is yes, then you’re on your way to successful content.
3. Make sure visuals and content play nicely together.
When it comes to enhancing your content with visuals, the key is to strike a balance between style and substance. Your design should complement your content, not compete or distract from it.
Beyond their aesthetic appeal, well-designed visuals are important for creating a sense of credibility with users. Think back to the concept of information scent: If your design looks sloppy or inconsistent, users are less likely to trust the information you’re presenting. So make sure you’re using design elements wisely, creating ample white space, and avoiding anything that makes your content feel like a sales pitch.
4. Focus on accessibility.
When it comes to site content, accessibility can’t be ignored. Content should be engaging and informative and also conform to the , Website Content Accessibility Guidelines (WCAG). Tools like SortSite can help identify these issues and guide you toward accessibility success.
There are a number of things all sites need to consider:
- Using consistent text stylings, including text color, leading, kerning, and tracking.
- Design to support individuals with visual impairments, assistive technology like screen readers, and those that require navigation via the keyboard only
- Following heading orders and grouping content together to make it easier to scan. For example: Following a heading level 2 with a heading level 3 when the ideas are related, but starting with a new heading 2 if changing to a new section of thought.
- Using multiple methods to indicate action items and descriptive text for buttons and alternative text.
- PDFs can be useful, but are also big accessibility red flags, so it’s best to avoid using them when possible. If a PDF is a must, make sure it follows accessibility best practices.
Designing Engaging Content Doesn’t Need To Be a Full-Time Job
If you already have a library of content, auditing the content that already exists can be daunting. And sometimes, you need a little help from your friends. That’s where third-party experts (like us!) come in.
During our website discovery process, we use strategies like content and analytics audits, UX heuristics, and user journey mapping to help position client sites for success. We’ll help you identify areas for improvement, highlight opportunities for growth, and guide you toward achieving content greatness.
Ready for a fresh perspective on your content? We’d love to talk about it.
Have you ever tried to buy tickets to a concert and experienced the frustration and eventual rage of waiting for pages to load, unresponsive pages, unclear next steps, timers counting down, or buttons not working to submit — and you probably still walked away with zero tickets? Yeah, you probably had some choice words, and your keyboard and mouse might have suffered your ire in the process.
As a website owner, you strive to create a seamless user experience for your audience. Ideally, one that doesn’t involve them preparing to star in their own version of the printer scene in Office Space. Despite your best efforts, there will be times when users get frustrated due to slow page loads, broken links, navigation loops, or any other technical issues. This frustration can lead to what the industry calls “rage clicks” and “thrashed cursors.” When your users are driven to these actions, your website’s reputation, engagement, and return visits can be damaged. Let’s dig in to discuss what rage clicks and thrashed cursors are and how to deal with frustrated users.
First of all, what are Rage Clicks?
Rage clicks are when a user repeatedly clicks on a button or link when it fails to respond immediately — the interface offers no feedback that their first click did something. This bad user experience doesn’t motivate them to return for more. These clicks are likely often accompanied by loud and audible sighs, groans, or even yelling. “Come on, just GO!” might ring a bell if you’ve ever been in this situation. Rage clicks are one of the most frustrating things a user can experience when using a website or app.
Rage Clicks are defined technically by establishing that:
- At least three clicks take place
- These three clicks happen within a two-second time frame
- All clicks occur within a 100px radius
Similarly, what is a Thrashed Cursor?
A thrashed cursor is when a user moves the cursor back and forth over a page or element, indicating impatience or confusion. Various issues, including slow page load times, broken links, unresponsive buttons, and unclear navigation, can cause users to exhibit these digital behaviors. It can also indicate the user is about to leave the site if they cannot find that solution quickly.
Thrashed cursors are defined technically by establishing that:
- There is an area on the page where a user was moving their mouse erratically
- An established pattern of “thrashing” occurs around or on specific elements or pages
- Higher rate of user exits from the identified pages
Why do Rage Clicks and Thrashed Cursor happen?
Common reasons rage clicks and thrashed cursors happen are:
- Poor Design: Poor design is one of the most common reasons for rage clicks and thrashed cursors. If the website has a confusing layout or navigation structure, it can be frustrating for users to find what they’re looking for. Or, they may assume an element is clickable; when it’s not, it can be irksome. Underlined text is an excellent example, as users often associate underlines with links.
- Technical Issues: Technical issues such as slow loading times, broken links, or non-responsive buttons can cause rage clicks and thrashed cursors. Users expect the website to work correctly; when it doesn’t, they can become annoyed or frustrated. If they click a button, they expect the button to do something.
- Lack of Clarity: If the website’s content is unclear or poorly written, it can cause confusion and frustration for users. They may struggle to understand the information provided or find it challenging to complete the intended action. Content loops can be a good example of this. Content loops happen when users repeatedly go back and forth between pages or sections of a website, trying to find the information they need. Eventually, they’ll become frustrated, leading to this user leaving the website.
How do you resolve issues that lead to Rage Clicks and Thrashed Cursors?
Now that we know what rage clicks and thrashed cursors are and why they happen, how do you resolve it, you may be asking. Here are a few things an agency partner can help you with that can significantly reduce the risk of your users resorting to these behaviors.
Use Performance Measuring Tools
By employing performance measuring, you can analyze the data collected, gain valuable insights into how users interact with your platform, and identify areas for improvement. For example, if you notice a high number of rage clicks on a specific button or link, it may indicate that users are confused about its functionality or that it’s not working correctly. Similarly, if you see a high number of thrashed cursors on a particular page, it may suggest that users are struggling to navigate or find the information they need.
Tools that support Friction or Frustration measurement:
- Clarity (from Microsoft)
- Quantum Metric
Conduct User Experience Exercises and Testing
Identifying the root causes of rage clicks and thrashed cursors can be done through a UX audit. An agency can examine your website design, functionality, and usability, identifying areas of improvement.
- User Journey Mapping: User journey mapping involves mapping the user’s journey through your website from a starting point to a goal, identifying pain points along the way, and determining where users may get stuck or frustrated.
- Usability Testing: Usability testing involves putting the website in front of real users and giving them tasks to complete. The tester then looks to identify issues, such as slow loading times, broken links, or confusing navigation.
- User Surveys: User surveys can be conducted in various ways, including online surveys, in-person interviews, and focus groups. These surveys can be designed to gather information about users’ perceptions of the website, interactions with the website, and satisfaction levels. Questions can be designed to identify areas of frustration, such as difficult-to-find information, slow page load times, or confusing navigation. It’s wise to keep surveys short, so work with your agency to select the questions to garner the best feedback.
- Heat Mapping: Heat mapping involves analyzing user behavior on your website, identifying where users are clicking, scrolling, and spending their time. This can identify areas of the website that are causing frustration and leading to rage clicks and thrashed cursors.
Focus on Website Speed Optimization
A digital agency can synthesize findings from UX research and performance-measuring tools and work to optimize your website for quicker page loads and buttons or links that respond immediately to user actions.
- Image Optimization: Optimizing images on your website will significantly improve page loading times. An agency can help you optimize server settings and compress images to reduce their size without sacrificing quality.
- Caching: Caching involves storing frequently accessed website data on a user’s device, reducing the need for data retrieval and improving website speed.
- Content Delivery Network (CDN): A CDN is a network of servers distributed worldwide that store website data, improving website speed by reducing the distance between the user and the server.
- Server Optimization: Server optimization involves optimizing server settings and configurations, such as increasing server resources, using a faster server, and reducing request response time. Website owners frequently skip this step and don’t select the right hosting plan, which can cost more money through lost users and lower conversions.
Resolve Technical Issues
A web agency can help resolve any technical issues that may be causing frustration for your users. These issues may include broken links or buttons, 404 errors, slow page load times, and server errors. Technical issue resolution can involve various activities, including code optimization, server maintenance, and bug fixes that work to ensure that everything is working correctly and address any issues that arise promptly. The resolution of technical issues will improve website performance, reducing the likelihood of user frustration and rage clicks.
User frustration can negatively impact user satisfaction and business outcomes. Partnering with a digital agency can be a valuable investment to mitigate these issues. Through the use of tools, UX audits, user surveys, website speed optimization, and technical issue resolution, a digital agency can identify and address the root causes of user frustration, improving the overall user experience — leading to an increase in user engagement, satisfaction, and loyalty, which means improved conversion rates, higher customer retention, and ultimately, increased revenue for your business.
If your customers are hulking out, maybe it’s time to call us!
Connecting People and Planet
NEEF’s website is the gateway that connects its audiences to a vast array of learning experiences – but its existing platform was falling short. The organization needed more visually interesting resources and content, but it also knew its legacy Drupal site couldn’t keep up.
NEEF wanted to build a more powerful platform that could seamlessly:
- Communicate its mission and showcase its impact to inspire potential funders
- Broaden its audience reach through enhanced accessibility, content, and SEO
- Be a valuable resource by providing useful and engaging content, maps, toolkits, and online courses
- Build relationships by engaging users on the front end with easy-to-use content, then seamlessly channeling that data into back-end functionality for user-based tracking
Strategy is the foundation for effective digital experiences and the intuitive designs they require. Oomph first honed in on NEEF’s key goals, then implemented a plan to meet them: leveraging existing features that work, adding critical front- and back-end capabilities, and packaging it all in an engaging, user-centric new website.
Information architecture is at the core of user experience (UX). We focused on organizing NEEF’s information to make it more accessible and appealing to its core audiences: educators, conservationists, nonprofits, and partners. Our designers then transformed that strategy into strategic wireframes and dynamic designs, all of which we developed into a custom Drupal site.
The New NEEF: User-Centered Design
A Custom Site To Fuel Connection
NEEF needed a digital platform as unique as its organization, which is why Oomph ultimately delivered a suite of custom components designed to accommodate a variety of content needs.
Engaging and thoughtful design
NEEF’s new user experience is simple and streamlined. Visual cues aid in wayfinding (all Explore pages follow the same hero structure, for example), while imagery; microinteractions, such as hover effects; and a bold color palette draw the user in. The UX also emphasizes accessibility and inclusivity; the high contrast between the font colors and the background make the website more readable for people with visual impairments, while people with different skin tones can now see themselves represented in NEEF’s new library of 100 custom icons.
From water conservation to climate change, visitors often come to the NEEF site to learn about a specific subject. We overhauled NEEF’s existing site map to include topic-based browsing, with pages that roll resources, storytelling, and NEEF’s impact into one cohesive package. Additional links in the footer also make it easier for specific audiences to find information, such as nonprofits seeking grants or teachers looking for educational materials
NPLD host resources and event locator
Oomph refreshed existing components and added new ones to support one of NEEF’s flagship programs, National Public Lands Day (NPLD). People interested in hosting an event could use the new components to easily set one up, have their own dashboard to manage, and add their event to NEEF’s event locator. Once the event has passed, it’s automatically unlisted from the locator — but archived so hosts can duplicate and relaunch the event in future years.
Protecting the Planet, One User at a Time
Oomph helped NEEF launch its beautiful, engaging, and interactive site in May 2023. Within three months, NEEF’s team had built more than 100 new landing pages using the new component library, furthering its goal to build deeper connections with its audiences.
As NEEF’s digital presence continues to grow, so will its impact — all with the new custom site as its foundation.
There’s a phrase often used to gauge healthcare quality: the right care, at the right time, in the right place. When those elements are out of sync, the patient experience can take a turn for the worse. Think about missed appointments, misunderstood pre-op instructions, mismanagement of medication… all issues that require clear and timely communication to ensure positive outcomes.
Many healthcare organizations are tapping into patient engagement tools that use artificial intelligence (AI) to drive better healthcare experiences. In this article, we’ll cover a number of use cases for AI within healthcare, showing how it can benefit providers, their patients, and their staff in an increasingly digital world.
Healthcare Consumers are Going Digital
Use of AI in the clinical space has been growing for years, from Google’s AI aiding diagnostic screenings to IBM’s Watson AI informing clinical decision making. But there are many other touchpoints along a patient’s continuum of care that can impact patient outcomes.
The industry is seeing a shift towards more personalized and data-driven patient engagement, with recent studies showing that patients are ready to integrate AI and other digital tools into their healthcare experiences.
For instance, healthcare consumers are increasingly comfortable with doctors using AI to make better decisions about their care. They also want personalized engagement to motivate them on their health journey, with 65% of patients agreeing that communication from providers makes them want to do more to improve their health.
At the same time, 80% of consumers prefer to use digital channels (online messaging, virtual appointments, text, etc…) to communicate with healthcare providers at least some of the time. This points to significant opportunities for digital tools to help providers and patients manage the healthcare experience.
Filling in Gaps: AI Use Cases for Healthcare
Healthcare will always need skilled, highly trained experts to deliver high quality care. But, AI can fill in some gaps by addressing staffing shortages, easing workflows, and improving communication. Many healthcare executives also believe AI can provide a full return on investment in less than three years.
Here are some ways AI can support healthcare consumers and providers to improve patients’ outcomes and experiences.
Streamline basic communications
Using AI as the first line to a patient for basic information enables convenient, personalized service without tying up staff resources. With tools like text-based messaging, chatbots, and automated tasks, providers can communicate with people on the devices, and at the times, that they prefer.
- Scheduling appointments
- Sending appointment reminders
- Answering insurance questions
- Following up on a speciality referral
Remove barriers to access
AI algorithms are being used in some settings to conduct initial interviews that help patients determine whether they need to see a live, medical professional — and then send them to the right provider.
AI can offer a bridge for patients who, for a host of reasons, are stuck in taking the first step. For instance, having the first touchpoint as a chatbot helps overcome a barrier for patients seeking care within often-stigmatized specialities, such as behavioral health. It can also minimize time wasted at the point of care communicating things like address changes and insurance providers.
Reduce no-show rates
In the U.S., patient no-show rates range from 5.5 to 50%, depending on the location and type of practice. Missed appointments not only result in lost revenue and operational inefficiencies for health systems, they can also delay preventive care, increase readmissions, and harm long-term outcomes for patients.
AI-driven communications help ensure that patients receive critical reminders at optimal times, mitigating these risks. For instance:
- Text-based procedure prep. Automated, time-specific reminders sent to patients prior to a procedure can ensure they correctly follow instructions — and remember to show up
- Post-procedure support. Chatbots can deliver post-op care instructions or follow-up visit reminders, with a phone number to call if things don’t improve
Close information gaps
Imagine a patient at home, alone, not feeling well, and confused about how to take their medication or how to handle post-operative care. Not having that critical information can lead to poor outcomes, including readmission.
Delivering information at the right time, in the right place, is key. But multiple issues can arise, such as:
- A patient needs help outside normal business hours
- Different care team members provide conflicting instructions
- An understaffed care team is unable to return a patient’s call in a timely manner
By providing consistent, accurate, and timely information, AI-enabled tools can provide critical support for patients and care teams.
Minimize staff burnout
Burnout and low morale have contributed to severe staffing shortages in the US healthcare system. The result is an increase in negative patient outcomes, in addition to massive hikes in labor costs for hospitals and health systems.
AI can help lighten the burden on healthcare employees through automated touchpoints in the patient journey, such as self-scheduling platforms or FAQ-answering chatbots. AI can even perform triage informed by machine learning, helping streamline the intake process and getting patients the right care as quickly as possible.
This frees up staff to focus on more meaningful downstream conversations between patients and care teams. It can also reduce phone center wait times for those patients (often seniors) who still rely on phone calls with live staff members.
Maximize staff resources
When 80% of healthcare consumers are willing to switch providers for convenience factors alone, it’s crucial to communicate with patients through their preferred channels. Some people respond to asynchronous requests (such as scheduling confirmations) late at night, while others must speak to a live staff member during the day.
Using multimodal communication channels (phone, text, email, web) offers two major benefits for healthcare providers. For one, you can better engage patients who prefer asynchronous communication. You can also identify the ratio of patients who prefer live calls and staff accordingly when it’s needed most.
Leverage customer feedback
AI provides fast, seamless avenues to gather and track patient satisfaction data and create a reliable, continual customer feedback loop. Tools like chatbots and text messaging expand the number of ways patients can communicate with healthcare providers, making it easier to leave feedback and driving not only a better digital customer experience but potentially leading to better satisfaction scores that may impact payment or quality scores.
AI offers another benefit, too: the ability to identify and respond more quickly to negative feedback. The more swiftly a problem is resolved, the better the consumer experience.
A Few Tips for Getting Started
First, find a trusted technology partner who has experience with healthcare IT stacks and understands how AI fits into the landscape. The healthcare industry is distinctly different from other verticals that might use tools like chatbots and automated tasks. You need a partner who’s familiar with the nuances of the healthcare consumer experience and regulatory compliance requirements.
Next, start small. It’s best to choose your first AI applications in a strategic, coordinated manner. One approach is to identify the biggest bottlenecks for care teams and/or patients, then assess which areas present the lowest risk to the customer experience and the greatest chance of operational success.
Finally, track the progress of your first implementation. Evaluate, iterate, evaluate again, and then expand into other areas when you’re comfortable with the results.
Focal points for iteration:
- Standardize and optimize scripts
- Simplify processes for both patients and staff
- Learn the pathways that users take to accomplish tasks
- Monitor feedback and make improvements as needed
Above all, remember that successful use of AI isn’t just about how well you implement the technology. It’s about the impact those digital tools have on improving patient outcomes and increasing patient satisfaction with their healthcare experience.
Interested in exploring the specific ways AI can benefit your care team and patients? We’re here to help! Contact us today.
Digital customer experience (DCX) is fast becoming a key factor in how consumers choose whom to do business with. Every digital interaction contributes to an overall feeling about your brand — which means digital touchpoints like apps and chatbots can play a big part in what customers think of your company.
What story do you want those interactions to tell? What kind of experiences do you want people to share with others?
This article covers five ways to assess and improve your digital customer experience so you can attract, delight, and retain your target customers.
But First – What IS Digital Customer Experience?
Customer experience, or CX, is the perception that customers form based on all of their interactions, in-person or online, with your brand. If CX is about carefully and consistently meeting your customers’ needs, Digital Customer Experience is the online expression of those efforts.
Digital customer experience is the part of your CX journey that involves digital interactions via your website, mobile app, social media accounts, digital kiosks, etc. Wherever your customers are engaging with your people, products, or services through the internet, it’s a digital experience.
DCX is their perception of those moments.
Brands with a great DCX provide a personalized and consistent online experience throughout the customer journey. Whether someone is considering becoming a client, placing an order, or searching for information, every digital interaction has to be easy and enjoyable.
5 Ways to Improve Your Digital Customer Experience
Technology is a wonderful tool for improving the customer experience, whether mining data for customer insights or leveraging AI for personalization. But technology alone can’t deliver an exceptional digital customer experience. Your DCX strategy must include a human component — one that focuses on customer care through empathy and authenticity. Here’s how to ensure your digital customer experience lives up to your users’ expectations.
Know your target audience
To deliver the kind of digital experience your customers will love, you have to know what they want. Who’s buying your product, and why? When they visit your website or app, what are they hoping to accomplish?
Delighting your customers requires knowing their goals, understanding their pain points, and providing interactions that meet their specific needs. The upshot? 68% of customers will spend more money with a brand that understands and treats them like an individual.
Here are three crucial steps:
- Use qualitative and quantitative analyses to learn about your audience. The more you understand their preferences and behaviors, the better you can create an experience that meets their needs.
- Apply a user-centered design process, which relies on deeply understanding your audience to craft usable, accessible digital interfaces.
- Incorporate personalization techniques to adapt the digital experience for individual users. More than anything else, this will help make the customer journey smooth and enjoyable.
Adopt an omnichannel mindset
Customers expect seamless interactions from brands throughout their journey, whether through digital or non-digital channels. In fact, brands with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers, in comparison to 33% of companies with weak strategies.
Knowing that today’s consumers often jump from channel to channel as they browse, buy, or get in touch, DCX leaders embrace an omnichannel strategy. Note that this is different from a multichannel approach, where customers access multiple channels in separate interactions. An omnichannel approach integrates all digital touchpoints to create a seamless, personalized experience.
Here are a few key ways to create personalized experiences that resonate across all your digital channels:
- Use instantly recognizable brand elements and visual designs
- Make the transition from one channel to another easier
- Save search history and preferences across devices
- Synchronize ads and other promotional content
Get help from experts
Expert assessments can remove the guesswork around optimizing your digital customer experience. A digital CX audit, for instance, will show you what’s working and what could be better, as well as providing actionable insights and a prioritized roadmap.
CX specialists will look beyond the basic digital experience (clunky design, system bugs, etc…) to assess whether your digital channels are effectively serving your customers’ needs. A professional audit can help determine things like:
- Are there critical issues affecting usability and access?
- What elements of the journey most impact users’ experience?
- What are your competitors doing, and how can you differentiate?
- Where are your greatest strengths and growth opportunities?
Make customer feedback easy
Most companies know that customer feedback is crucial for improving the customer experience. But many fall short in providing easy, effective options for people to reach them.
Offering multiple, easy-to-use communication options across your digital channels is one more way to delight your customers. Help people engage with you via the medium of their choice, so they can communicate through the interface they’re most comfortable with.
That could be a chat function or contact form on your website, or the commenting and messaging features on your social profiles. Or, maybe it’s good old-fashioned phone calls and emails. Whatever the avenue, make it easy to find and intuitive to use.
One more thing: when someone does reach out, respond quickly. The faster a problem is resolved, the better the experience.
Plan for the post-launch reality
You might design and launch an amazing new website, app, or service that delights your customers and sends revenue through the roof. But, without a long-term plan to keep it effective and relevant, your digital CX will likely diminish over time.
To maintain the quality of customer experience across all your digital touchpoints, apply a measurement framework based on the principles above:
- Are you meeting users’ current and evolving needs?
- Do you provide a seamless omnichannel experience?
- Are you gathering — and implementing — user feedback?
Remember, too, that new technological trends are going to keep emerging and influencing consumer expectations. Be prepared to evolve what digital CX looks like for your business, especially if it means extending your digital services to new platforms or devices.
Putting the “C” in Digital CX
Technology has made so many things possible for today’s consumers that, ultimately, the power is in their hands. As digital capabilities continue to evolve, people may become increasingly selective about which brands earn their trust and business — and companies will need to make the digital customer experience more beneficial for both sides.
As you can see from the steps above, the key is putting your customers’ needs above all else.
If you’re not sure where to start, you’re not alone! We’ve helped dozens of clients dive into customer research, omnichannel strategies, and strategic planning for digital platforms. Reaching out to a digital CX expert (like Oomph) can help you do things right the first time, saving you time and money and, most importantly, building a foundation to get results.
Excited about crafting an exceptional DCX? So are we. Check out our DCX audit service to learn how we can help set you up for success.
Never Stopping, Always Evolving
Leica Geosystems was founded on cutting-edge technology and continues to push the envelope with their revolutionary products. Leica Geosystems was founded by Heinrich Wild and made its first rangefinder in 1921. Fast forward to the 21st century, and Leica Geosystems is the leading manufacturer of precision laser technology used for measurements in architecture, construction, historic preservation, and DIY home remodeling projects.
Oomph and Leica collaborated on an initial project in 2014 and have completed multiple projects since. We transitioned the site into a brand new codebase with Drupal 8. With this conversion, Oomph smoothed out the Leica team’s pain points related to a multisite architecture. We created a tightly integrated single site that can still serve multiple countries, languages, and currencies.
Feeling the Pain-points with Multisite
Leica’s e-commerce store is active in multiple countries and languages. Managing content in a Drupal multisite environment meant managing multiple sites. Product, content, and price changes were difficult. It was Oomph’s challenge to make content and product management easier for the Leica team as well as support the ability to create new country sites on demand. Leica’s new e-commerce site needed to support:
MULTIPLE COUNTRIES AND A GLOBAL OPTION
MANY 3RD-PARTY INTEGRATIONS
The pain points of the previous Multisite architecture were that each country was a silo:
- No Single Sign On (SSO): Multiple admin log-ins to remember
- Repetitive updates: Running Drupal’s update script on every site and testing was a lengthy process
- Multiple stores: Multiple product lists, product features, and prices
- Multiple sites to translate: each site was sent individually to be translated into one language
Creating a Singularity with Drupal 8, Domain Access, & Drupal Commerce
A move to Drupal 8 in combination with some smart choices in module support and customization simplified many aspects of the Leica team’s workflow, including:
- Configuration management: Drupal 8’s introduction of configuration management in core means that point-and-click admin configuration can get exported from one environment and imported into another, syncing multiple environments and saving configuration in our code repository
- One Database to Rule Them All: Admins have a single site to log into and do their work, and developers have one site to update, patch, and configure
- One Commerce Install, Multiple stores: There is one Drupal Commerce 2.x install with multiple stores with one set of products. Each product has the ability to be assigned to multiple stores, and price lists per country control product pricing
- One Page in Multiple Countries and Multiple Languages: The new single site model gives a piece of content one place to live, while authors can control which countries the content is available and the same content is translated into all the languages available once.
- Future proof: With a smooth upgrade path into Drupal 9 in 2020, the Drupal 8 site gives Leica more longevity in the Drupal ecosystem
From more detailed information about how Oomph leveraged the Domain Access, Country Path, Commerce, and Commerce Store Domain modules, the project’s lead developer, John Picozzi, conducted a talk for Drupal GovCon all about it.
LEARN VS. SHOP
Supporting Visitor Intention with Two Different Modes
While the technical challenges were being worked out, the user experience and design had to reflect a cutting-edge company. With the launch of their revolutionary product, the BLK 360, in 2018, Leica positioned itself as the Apple of the geospatial measurement community — sleek, cool, cutting-edge and easy to use. While many companies want to look as good as Apple, few of them actually have the content and product to back it up.
The navigation for the site went through many rounds of feedback and testing before deciding on something radically simple — Learn or Shop. A customer on the website is either in an exploratory state of mind — browsing, comparing, reviewing pricing and specifications — or they are ready to buy. We made it very clear which part of the website was for which.
This allowed us to talk directly to the customer in two very different ways. On the Learn side, the pages educate and convince. They give the customer information about the product, reviews, articles, sample data files, and the like. The content is big, sleek, and leverages video and other embedded content, like VR, to educate.
On the Shop side the pages are unapologetically transactional. Give the visitor the right information to support a purchase, clearly deliver specs and options like software and warranties, without any marketing. We could assume the customer was here to purchase, not to be convinced, so the page content could concentrate on order completion. The entire checkout process was simplified as much as possible to reduce friction. Buying habits and patterns of their user base over the past few site iterations were studied to inform our choices about where to simplify and where to offer options.
More Nimble Together
The willingness of the Drupal community to support the needs of this project cannot be overlooked, either. Oomph has been able to leverage our team’s commitment to open source contributions to get other developers to add features to the modules they support. Without the give and take of the community and our commitment to give back, many modifications and customizations for this project would have been much more difficult. The team at Centarro, maintainers of the Commerce module, were fantastic to work with and we thank them.
We look forward to continuing to support Leica Geosystems and their product line worldwide. With a smooth upgrade path to Drupal 9 in 2020, the site is ready for the next big upgrade.