Presentation discussing how Modern Healthcare listens to its audience and modified its digital presence to meet the audience's needs. Presented at an ASBPE workshop on Friday, November 16, 2012. ModernHealthcare.com was a Top 10 Finalist in 2012 for Best B2B Website.

1. Listening to your readers
2012
Top 10 Finalist for ASPBE's "B2B Web Site of the Year."
TABPI's Silver Tabbie for "Best b2b Website,"
ASHPE Gold Award
31 Editorial Awards in 2011
34 Editorial Awards in 2012
Gonzo Schexnayder / Modern Healthcare / Crain Communications

2. Gonzo Schexnayder / Modern Healthcare / Crain Communications

3. Gonzo Schexnayder / Modern Healthcare / Crain Communications

4. Gonzo Schexnayder / Modern Healthcare / Crain Communications

5. ModernHealthcare.com
Oct.
2008
Gonzo Schexnayder / Modern Healthcare / Crain Communications

6. ModernHealthcare.com
July
2010
Gonzo Schexnayder / Modern Healthcare / Crain Communications

7. Usability Goals
1. We needed to understand how our
readers used the website.
2. We needed research from an outside
source.
Gonzo Schexnayder / Modern Healthcare / Crain Communications

8. User Experience Survey
● July 2010, sent survey to 98k inactive users
(2% response rate; 2100) and 31.5k active
users (6% response rate; 1922)
● Inactive/Active was based on last login.
● Asked about visit frequency, navigation, look
and feel, search, customer service, paid
content.
● We also asked them if they would help us
with a more detailed study. 93 said yes.
Gonzo Schexnayder / Modern Healthcare / Crain Communications

9. UX Survey Results
At least 1
out of
every 3
visitors
found it
“meh” or
worse.
63.3% 61.7%
Gonzo Schexnayder / Modern Healthcare / Crain Communications

10. UX Survey Results
Appearance
wasn’t getting
in the way
89%
Gonzo Schexnayder / Modern Healthcare / Crain Communications

11. Card Sorting
Gonzo Schexnayder / Modern Healthcare / Crain Communications

12. Card Sorting
Gonzo Schexnayder / Modern Healthcare / Crain Communications

13. Card Sorting
Gonzo Schexnayder / Modern Healthcare / Crain Communications

14. Usability Interviews
● Live Site vs. (Card-sort
inspired) Test Site
● GoToWebinar (recorded)
Open interview technique
● Nine one hour interviews,
including top industry CEOs
● Start with how and where
they get their news, and see
where the ride takes you.
Gonzo Schexnayder / Modern Healthcare / Crain Communications

15. What We Learned
● Readers liked our credibility, frequency,
timeliness and the breadth of news we
covered.
● Readers liked the new drop-down
navigation and page design.
● Readers wanted us to organize our news
better.
● Readers wanted our news and relevant
news from other sources.
Gonzo Schexnayder / Modern Healthcare / Crain Communications

16. What We Learned
Gonzo Schexnayder / Modern Healthcare / Crain Communications

17. What We Learned
Gonzo Schexnayder / Modern Healthcare / Crain Communications

18. What We Learned
Gonzo Schexnayder / Modern Healthcare / Crain Communications

19. Additional Research
Nielsen Norman Group | nngroup.com
Gonzo Schexnayder / Modern Healthcare / Crain Communications

20. What We Did Tasks
Topic
Format/
Type
Gonzo Schexnayder / Modern Healthcare / Crain Communications

21. What We Did
Gonzo Schexnayder / Modern Healthcare / Crain Communications

22. Results
Uniques +571% Pageviews +395%
Gonzo Schexnayder / Modern Healthcare / Crain Communications

23. Container Agnostic
“We need to create it in a way and edit it in a
way that we can pump it out to the people who
can consume it in a way that makes sense and
where we don’t have to do it differently for each
different device.”
- Daniel Bernard, Chief Product Officer, WSJ,
June 17, 2010 interview in BtoB
Gonzo Schexnayder / Modern Healthcare / Crain Communications

24. Container Agnostic
Old New
News News
Container Editors
Editors All Containers
More Containers
Gonzo Schexnayder / Modern Healthcare / Crain Communications

25. Responsive Design
One website, one URL, one template,
one code base, but serving every
device your readers use, now and in the
future.
Gonzo Schexnayder / Modern Healthcare / Crain Communications

26. Responsive Design
Gonzo Schexnayder / Modern Healthcare / Crain Communications

27. Going Forward
● Listen to Readers, Continuously
● Design for Flexibility
● Let Research and Analytics Drive Change
● "Beware the Curse of Knowledge"
● We’re Not Designing for Ourselves
● Even if you write the best news, readers won’t
work to find it. So, make it easy to find.
● Readers don’t visit B2B sites for
entertainment. If we make it easier to get
what they want and need, they’ll come back.
Gonzo Schexnayder / Modern Healthcare / Crain Communications

28. Thank you
Contact
Gonzo Schexnayder
Digital General Manager
Modern Healthcare
312-649-5421
gschexnayder@modernhealthcare.com
AP’s Ethnography Study
http://www.ap.org/newmodel.pdf
http://www.NewCommunicationModel.org/
Gonzo Schexnayder / Modern Healthcare / Crain Communications

29. Gonzo Schexnayder / Modern Healthcare / Crain Communications