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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, needed to transform 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, the new site launch had to coincide with the release of NaviNet's flagship platform and value-based applications suite, NaviNet Open.
About The Customer
NaviNet Inc. is a leading 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, a usability improvement firm, was hired to enhance lead generation and inbound marketing opportunities through NaviNet's site.
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 visual design elements but were confused about the flagship platform, NaviNet Open. The team 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 to explain NaviNet Open, including a quiz to help prospective customers determine if the product was right for them. The language, presentation, and experience were reworked to be more informative and approachable.
Operational Impact
Quantitative Benefit
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