2009 CDC Marketing Conference in Atlanta,GA

1. 3rd National Conference on Health Communication, Marketing and Media Atlanta, GA / August, 3009 INShape Indiana: A Case Study in Evaluation Strategies for Evaluating Health-Related Website Usability Peter J. Ellery Fisher Institute for Wellness and Gerontology Jennifer Bott Miller School of Business Kristin Ritchey School of Psychology Lori Byers College of Communication, Information and Media Jane Ellery Fisher Institute for Wellness and Gerontology

3. Use “Micro” Qualitative Research Methods to Determine the Interactive Experience of the User.

4. Use Quantitative “Macro” Research Methods to Determine the Overall Experience of your Clients as a Group.3 Essential Strategies Needed for the Effective Assessment and Evaluation of Health Information Websites

5. The Importance of a Theoretically-Based Approach to Determining Website Usability? 3

6. 4 The Importance of a Theoretical Framework 3rd National Conference on Health Communication, Marketing and Media Atlanta, GA / August, 3009 Without a theoretical frame of reference, usability data is just a series of numbers, words, or as in this case … black marks.

7. 5 The Importance of a Theoretical Framework 3rd National Conference on Health Communication, Marketing and Media Atlanta, GA / August, 3009 Having a frame of reference also helps prevent data from being distorted by other data, and from incorrect interpretations from being made.

8. 6 The Importance of a Theoretical Framework 3rd National Conference on Health Communication, Marketing and Media Atlanta, GA / August, 3009 Do you have the time and resources needed to cope with the problems you face on a daily basis? Salutogenesis: A Theoretical Framework for Determining Usability Is the world around you ordered, consistent, structured, and clear? Does it conform with the way you understand the world to be? Is what you do adding value and meaning to your life? Meaningful Comprehensible

10. The one quality GRRs have in common is that they all foster repeated life experiences that help one see the world as ‘making sense,’ cognitively, interactively and emotionally.

11. Some examples of GRR’s include time, money, ego, cultural background, family support, intelligence, etc.General Resistance Resources (GRR’s) give rise to, or reinforce, a strong Sense of Coherence. Deficits in GRR’s Diminish our Sense of Coherence.

12. INShape Indiana: Assessing Website Usability using Qualitative or “Micro” Research Methods 8 Assessing the Individual Experience 3rd National Conference on Health Communication, Marketing and Media - Atlanta, GA August, 3009

14. Primarily a web-based health and wellness promotion program that also utilizes motivational/informational emails to participants.

16. Selection of a demographically similar subject sample;

17. Interviewing and recordingsubjects while attempting to complete the tasks from the interview guide on the INShape Indiana website;

18. CollectingASL eye tracking technology data showing user eye movement around the web pages; and,

20. Tasks and activities were developed based on the following website sections:

21. The landing page or initial “home” page for the website

22. Signing up and the support information section of the website

23. The tools and resources section of the website

24. The current program support information

26. Group demographics and characteristics included:

27. All were Ball State University employees currently enrolled in INShape Indiana

28. 3 to 1 Female to Male ratio (which was representative of the INShape Indiana Membership gender makeup)

29. A variety of education levels

30. 3 (Some College Education); 4 (Bachelors Degree); & 9 (Graduate or Terminal Degree)

31. A variety of age levels

32. 3 (18-24); 4 (25-34); 3 (35-44); 0 (45-54); & 6 (55 and older)

33. A variety of computer use and weekly internet access time

34. 2 (2 to 3 times per week); 3 (4 to 5 times per week); & 11 (everyday)

36. And, the central image does draw viewer attention.

38. And, the central image does draw viewer attention.

40. And, the central image does draw viewer attention.

42. Add headlines to your stories to draw reader’s attention

43. INShape Partners is confusing. Consider offering activities and events related to programs being conducted.

44. Good information that is relevant to the user related to tobacco cessation, nutrition and physical activity.

46. Add headlines to your stories to draw reader’s attention

47. INShape Partners is confusing. Consider offering activities and events related to programs being conducted.

48. Good information that is relevant to the user related to tobacco cessation, nutrition and physical activity.

50. Easy to wander into other sections on the government side of the site. (Manageable)

51. Partner page appears to be more about advertising than useful links for the user. (Meaningful)

52. Well organized with good information but too much on the landing page (Manageable).

53. The calorie counter, newsletter and videos and the website overall is supportive (Meaningful).

56. Comprised of rating items (1 to 5) for 31 statements related to the meaningfulness, manageability and comprehensibility of the website.

57. Administered on-line to users of the INShape Indiana website and completed by almost 400 participants.

58. Responses were used to reduce the number of survey items and begin the validity and reliability testing process.

60. Website evaluation should include qualitative research methods that look at individuals actually using the website.

61. ASL Eye Tracking and Morae Video are great support tools in qualitative research looking at a users experience on a website but should always be viewed in context with the qualitative data collected from the subject.

62. An overall group evaluation of your clientele should provide a benchmark measure of their sense of coherence when using the website, and offer some indication as to those aspects of the website that make it difficult to use.