Applying Optimized Persuasion to Improve UX
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David encounters several obstacles when registering for the WebMD personal health program, including excessive personal information requests and unsolicited newsletter subscriptions. He learns he missed out on an initial financial benefit but continues for potential additional rewards, facing confusion about the process and follow-up requirements. The document highlights significant user experience issues that risk employee engagement and trust in the program, along with recommendations for improving clarity and reducing barriers.
Applying Optimized Persuasion to Improve UX
- 1. The WebMD site requires reg- istration, which asks for a lot of personal information before offering details. The site requires David to dis- able his pop-up blocker on his browser, which increases the number of steps and compli- cates the process. During registration, David is asked to choose topics of interest, which results in him being subscribed to several newsletters without his per- mission, so he has to unsub- scribe on the next page. Taking the Personal Health Assessment (PHA) will result in $125 in David’s paycheck. It looks like a useful tool. The link takes him to a PDF download of a flier, which is a bit inconvenient, especially since the link did not indicate it would lead to a download. In the details, David learns he has missed the deadline to receive the first $125 of the benefit. He’s still eligible for the second $175 payout, so David keeps going. The next link takes him to Healthy Living by WebMD where he has to register. Receives PHA results and next steps worth an addi- tional $175 for participating. Clicks on the first step in the program, the Personal Health Assessment Tool, which is worth $125 for responding. Must register to use the site. Clicks on the Call-to-Action which takes him to WebMD. Clicks on the notice on the home page for more information about the program. Looking at Publicis Benefits Center, David comes across a notice about a PBC Healthy Living Program that is worth $300 for participating. Willing to check it out. Money is a good incentive if it turns out to be real cash in his pocket. Wonders why he hadn’t heard about this before. Lack of promotion about the op- portunity across multiple channels risks employees not knowing about a valuable resource and great ben- efit, and the company loses another participant in a program that should save them money in the long run. A poor user experience risks employees, who are strapped for time, aban- doning the search for more information if they keep getting bounced from one site to another. Trust issues can also arise by sending someone to an external site without notice. As it is, the program does result in money directly in the employee’s pay- check, which is a great incentive, but if the program appears hidden, em- ployees may become frustrated at missing out on a benefit. Again, a poor user experience increases the risk of abandonment. Technical “glitches” can be off-put- ting and reduce trust as well. Subscribing anyone to newsletters without permission is bad form. The PHA doesn’t provide context about how long it will take to complete or what in- formation should be on hand to finish. David starts the PHA anyway hoping it will not take too long. Luckily, a clear path is established when he starts. The PHA has a nice graphic presentation, but some of the questions are a little unclear. It only takes 10 minutes to complete, but David didn’t have a few details from him last physical to input which might have improved his score. Even though David is well past the deadline, the website still tells him he will receive the financial benefit. David questions his score because he was missing or guessing at some of the details. He also sees where he probably should have an- swered some of the unclear questions differently. He can go back to update the PHA for new results at any time. The feedback provided seems useful, but David is disappointed that follow-ups require scheduled phone calls which he doesn’t expect from an online tool and doesn’t really have time to do. Not knowing how long the PHA will take or what details should be on hand increases frustration and risk of abandonment. Set expectations and deliver on those expectations to trigger posi- tive emotions and build trust. Create opportunities for individual or team competition to encourage participation. Confusion on the financial benefit can leave a bad impression with the employee and cause him to ques- tion the authenticity of the offer and his employer. Requiring a phone follow-up for an online tool presents a barrier to further participation. Reduce barriers and friction by giv- ing users a clear understanding of what’s required in next steps. Provide opportunity for feedback and questions. Provide opportunities for social action between employees. Reduce barriers and friction by re- moving technical issues or warning users up front that pop-up blockers should be disabled. Create a clear path that outlines the required steps and let’s users know how far along the process they are. Direct attention to the benefits of participating and how to get started. Reduce barriers and friction by providing the most direct route possible to program details and enrollment. Establish authenticity by including company branding on white label pro- grams on external sites, or at a minimum, let users know they will be taken to an external site. Set expectations for the time and attention the process requires. Direct awareness to the opportunity, clearly communicating the benefits. Send reminders before deadlines. Earn Up To $600 with Healthy Living All active benefits eligible employees can participate in Publicis Benefits Connection (PBC) Healthy Living and may earn up to $300 in rewards. Spouses and Domestic/Civil Union Partners enrolled in a Publicis Benefits Connection medical plan are also eligible to participate and earn up to an additional $300. Get started by visiting www.webmdhealth.com/pbchealthyliving Healthy Living Reward Deadlines Complete your Personal Health Assessment (PHA) by the applicable deadline to receive $125* in your paycheck** . Employees hired on or before October 1, 2015 Employees hired on or after October 2, 2015 December 31, 2015 June 30, 2016 If you missed the PHA reward deadline, you can still complete the PHA to be eligible for the $175 Healthy Activity Reward* . * Rewardsare subject to applicable taxes. ** Rewards will be paid via Payroll 2-3 pay cycles following your reward completion date. You must be actively employed at the time of payout Questions? Contact the PBC Healthy Living WebMD hotline at 1-877-830-0078. You can also visit the “Wellness” page on www.publicisbenefitsconnection.com for additional information. Earn 50 Healthy Activity Points by October 26, 2016 to earn an additional $175* in your paycheck** . Activity Points Complete 4 WebMD Health Coaching sessions (Must complete first coaching call prior to 8/1/16) 40 points Achieve any My Health Assistant Goal 10 points per goal (up to 4 times) Track your exercise weekly 1 point per activity (up to 10 times) Complete any Health Topic Assessment monthly 5 points each (up to 6 times) RISKS RECOMMENDATIONS USER EXPERIENCE MAP: PBC HEALTHY LIVING PROGRAM