Digital Strategies for
Course overview and structure
Health Communication
Evaluation
Dates: May 23-June 20, no class May 28
Times: 5:30-8:30pm ET + team meetings
What to do if missing all or part of class?
Meet in person: for class session, separately, or not at all?
Twitter and other social media
Social media survey
Online course feedback: you are not guinea pigs!
Questions:
Lisa Gualtieri, PhD, ScM
Tufts University School of Medicine
lisa.gualtieri@tufts.edu
July 24, 2014
l.gualtieri@tufts.edu, cell: 781-330-9456
dickie.wallace@tufts.edu, cell 413-335-3803
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Mobile First
• Designing for mobile first instead of retrofitting
existing practices into mobile format
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Where are mobile phones and tablets used?
56%
Living room
53%
Bedroom
Work
42%
12%
Restaurant/coffee shop
32%
Kitchen
34%
Hotel
30%
30%
29%
Bathroom
Airport/airplane
Events
26%
9%
Train/subway/bus
School
Library
6%
6%
6%
51%
44%
41%
mobile
28%
14%
Home office
Church or place of worship
41%
39%
32%
36%
Other room in my house
Bank
45%
29%
Stores
Other
48%
31%
Car
79%
49%
35%
Outdoors
88%
35%
tablet*
18%
18%
15%
17%
15%
15%
16%
13%
Base: 2,116 US online adults who own a mobile phone; Base: 549 US online adults who own a tablet
Source: North American Technographics Telecom And Devices Online Recontact Survey, Q3 2011 (US)
Search
to apps
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What do mobile devices
provide health seekers?
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Immediacy and access
Affinity
Multiple methods of input/output
Context
Top 10 health searches 2011
Web
Mobile
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1. Cancer
2. Diabetes
3. Symptom
4. Pain
5. Weight
6. Infection
7. Virus
8. Diet
9. Thyroid
10. Sleep
• Healthline Networks
1. Chlamydia
2. Bipolar disorder
3. Depression
4. Smoking/quit smoking
5. Herpes
6. Gout
7. Scabies
8. Multiple Sclerosis
9. Pregnancy
10. Vitamin A
How to develop an evaluation plan
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Evaluate to increase success at achieving your goals
Evaluate as often as possible from conception to launch
Gather data post-launch
Techniques to evaluate
– Expert reviews, heuristic evaluation, and formative evaluation
• The stages at which you will conduct evaluations and what
will happen
• For each evaluation:
– What are your goals pertaining to appeal, usability, and
effectiveness
– The number and demographics of the people you will test and
how you will recruit and compensate them
– Questions to ask
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Expert reviews
• Expert reviews are conducted by “experts”
from multiple perspectives and focus on the
site using the knowledge of the expert in a
domain
• Who are experts?
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Heuristic evaluations
• Heuristic evaluations use a set of heuristics or
a checklist
– Does the site meet certain usability criteria
– Does the site meet the stated purpose
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Formative evaluation
• Formative evaluation is a type of usability
evaluation that helps to "form" the design for a
product or service
• Purpose of formative evaluation is to obtain user
feedback during the design and development
stages of a project
• Feedback is generally in three areas: appeal,
usability, and effectiveness at accomplishing a task
• Formative evaluation can be conducted on
concepts, paper prototypes, screen mock-ups, a
working prototype, or an alpha release, with the
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goal of using the feedback
to improve the design at
the earliest possible stages when the cost of
making changes is lower
Formative evaluation: receive feedback
early when easier to change
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Use incentivized subjects close to target audience
Guide through scripted tasks using a think aloud protocol
– What do you expect…?
– What are your first impressions when you see the screen?
– Where do you want to start and what do you expect to happen?
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Hardest to provide context and measure effectiveness at achieving goal
Formative
evaluation
process
start
Script
sessions
Conduct
sessions
Compile
results
Review and
prioritize
Issues
detected
Develop
Redesign
Context
• Real or simulated context
– Environmental – interruptions, movement, noise,
multitasking, etc.
– Psychological—motivation, emotional barriers, level
of engagement
– Usability—appealing, easy to accomplish tasks,
develop new ones
• Techniques
– Field tests
– Participatory design
– Market response
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