Date published 06 Nov 2024 The HealthyWA website, managed by the Department of Health, is a vital resource for accurate health information. During the COVID-19 pandemic, its importance grew, making it essential to meet the informational needs and expectations of the Western Australian community. To understand how the website was being used and how it could be improved, Metrix Consulting conducted a comprehensive study. Our multi-phase approach included: Google Analytics Analysis: We examined user behaviour, engagement and demographics. Online Survey: We gathered insights from the WA community about their needs and user experience. Biometric Evaluation: We used advanced biometric measurements to diagnose user experience and identify pain points. Our Approach: Neuromarketing in Action Biometrics, an evidence based market research tool, connects conscious and subconscious decision making with behavioural observations. Our state of the art biometrics lab uses facial expression analysis, heart rate monitoring, skin conductance and eye tracking. This comprehensive approach provided a detailed view of user interactions with the HealthyWA website, revealing deep insights into their thoughts, feelings, and pain and delight points. Key Findings: Identifying Pain Points Through 17 in depth biometric interviews with diverse community members, including Aboriginal people, CALD groups, and people with disabilities, we observed users navigating the HealthyWA website. Eye tracking created heat maps of user attention, while facial mapping and heart rate monitoring quantified frustration and confusion. Our analysis revealed several key insights: Clearer Information Architecture: Users needed more intuitive signposting to reduce frustration and make finding information easier. Mobile Optimisation: Navigation complexity increased for mobile users, requiring optimisation due to high mobile usage. Engagement Opportunities: Users often arrived via search engines and overlooked the website's search function, limiting engagement and retention. Results: Driving Effective Change Our biometric research findings were endorsed and implemented by HealthyWA and the WA Department of Health. Key changes included: Enhanced navigation options in hover menus. Improved navigation on tier 2 landing pages. Simplified information architecture as part of the site’s visual refresh. These changes underscored the value of our biometric approach in identifying and prioritising UX pain points. As a Department of Health Communications Advisor noted, "Metrix’s insights were invaluable in guiding their website redevelopment and content review, reaffirming the need to prioritise user needs." Biometric measurement has a range of applications, including UX optimisation, creative testing, packaging evaluation, and instore experience. To learn more about Metrix’s state of the art biometrics lab and how this powerful tool can help optimise your marketing effectiveness, contact us today. Back To News & Views