Website development for the time poor.

A key success metric for websites is Time on Site (TOS). If users are spending over 3 minutes (the industry benchmark) on a site then the web designers and developers have done their job.

But a high TOS can be a false positive. Especially if your users are time poor and knowledge hungry. User-centric web design organises tabs and pages to reduce ‘friction’.

Users access and engage with the information that best meets their needs with the least amount of mouse clicks and scrolling.  

Disciplines 

Website Dev

User Experience (UX) / User Interface (UI)

 

The Challenge

DPM had built a reputation for advising doctors on the benefits and implications of starting or expanding a medical practice and further study. Engagement with clients goes beyond the financial, to mapping out their career trajectory. This all encompassing advisory offering wasn’t built into the tabs and pages of their existing website. 

 

DPM challenged Arthur St to design and develop a new website that presented their time poor clients, doctors with waiting rooms perennially full of demanding patients, with the advise they were seeking at their point of engagement, i.e. quick smart.  

 

Arthur St’s approach started with the creation of user personas. Using heat mapping and site recording software, they tracked how users entered, flowed through and exited the site. The data collected was worked up into insights and together, guided the Arthur St team as they ordered and prioritised content on the new site. 

 

As part of the new build, a chat bot was integrated, giving doctors real-time responses to questions about career development and the support DPM offers.

Outcomes

 

Along with a truer reflection of the ‘who, what, how and why’ of DPM, the new website, with its easy to access advice tiles, improved the quality of leads that subscribed to their newsletter and booked consultations.