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Case Studies > Experience Dynamics Uses Axure RP to Help NaviNet Quadruple New Customer Acquisition

Experience Dynamics Uses Axure RP to Help NaviNet Quadruple New Customer Acquisition

Technology Category
  • Analytics & Modeling - Predictive Analytics
  • Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Industries
  • Healthcare & Hospitals
Applicable Functions
  • Business Operation
  • Sales & Marketing
Use Cases
  • Predictive Replenishment
Services
  • Software Design & Engineering Services
  • System Integration
The Challenge
NaviNet Inc., America's largest real-time healthcare communications network, faced the challenge of transforming its website from a brochure-ware approach to a robust lead-nurturing site. The primary goals were to increase conversion rates on landing pages, boost click-throughs from the home page, and reduce confusion between existing users and new prospects. Additionally, NaviNet needed to time the new site's launch with the release of its flagship platform, NaviNet Open.
About The Customer
NaviNet Inc. is a leading real-time healthcare communications network in the United States, serving over 420,000 doctors and healthcare providers. The company supports 60% of health plans in the U.S., helping them lower costs, improve efficiency, and enhance patient care. NaviNet offers a range of products and a website used for sales and marketing. Experience Dynamics was hired to improve the usability of NaviNet's products and enhance lead generation and inbound marketing opportunities through the company's website.
The Solution
Experience Dynamics employed a User Centered Design methodology, starting with interviews of prospective buyers to understand their needs. They developed detailed customer personas and created concept wireframes in Axure RP. These wireframes were tested with prospective customers to identify conversion gaps. The usability tests revealed that buyers responded positively to larger text, long scrolling pages, and highly visual design elements. However, there was confusion about the flagship platform, NaviNet Open. Experience Dynamics iterated the page design in real-time using Axure, testing various scenarios to streamline the site and clarify the message about NaviNet Open. They also tested different approaches for explaining NaviNet Open, including a quiz to help prospective customers determine if the product was right for them. The team reworked the language, presentation, and experience to be more informative and approachable.
Operational Impact
  • A month after the launch, NaviNet's new site achieved all major objectives.
  • The new site design led to a significant increase in visitor engagement and reduced homepage bounce rates.
  • The iterative design process using Axure RP allowed for real-time testing and adjustments, ensuring the final design met business objectives.
Quantitative Benefit
  • 21% increase in visitors
  • 400% increase in new customers
  • 23% increase in landing page conversion rate

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