Electronic Ink, now a subsidiary of LiquidHub, is a business consulting firm specializing in human-centered research. Their human-centered research approach to design helps clients visualize and streamline their business processes.

I conducted a self-directed project to analyze how users search for a doctor on aetna.com. In order to learn how users searched for a doctor I performed various types of research including in-depth interviews, focus groups, usability testing, eye tracking, and card sorting activities. To ensure the correct target demographic I developed a questionnaire screener.

After collecting the data, it had to be parsed. Countless sticky notes were used and several white boards were taken over. By performing different methods of analysis certain key data points were identified. This provided steps and bottlenecks that could be highlighted and presented to the client.

I chose the most legible workflow from the above sketches and mockups. The graphic below shows the entire workflow depicting a user’s actions on the Aetna website. Bottlenecks and decision points are highlighted to inform Aetna where to improve user engagement.