An Application of Audience Analysis in Web-based Health Information System Design Jennifer Turns,...

An Application of Audience Analysisin Web-based

Health Information System Design

Jennifer Turns, Ph.D.

Acting Assistant Professor, Technical Communication

Faculty AffiliateProgram for Educational Transformation through Technology (PETTT)

Center for Engineering Learning and Teaching (CELT)

Acknowledgements: This work has been supported by the Program for Educational Transformation through Technology (PETTT). Many people have contributed to this work including Scott Macklin, Tracey Wagner, Aaron Louie, Brett Shelton, Kristina Liu, Alice Tanada, Jake Burghardt, Julianne Fondiller, Regina Yap, Ralph Warren, and Dr. Frederick Matsen.

Today’s Goal

• Background

• Approach

• Results

• Implications

Provide a comprehensive account of the audience analysis for the “Arthritis Source”

Background - Approach – Results - Implications

Arthritis Source

• Developed in 1995 by Dr. Frederick Matsen

• Focus on arthritis• Authorized information• User-centered information

• Research test bed


History of the Arthritis Source

‘00 ‘01 ‘02

1995

Creation

Dynamic Content

Question-based

Navigation

Embedded

evaluations

Audien

ce Ana

lysis

Design

ing be

gins

Survey

Analys

is 1,

n~20

0Int

erview

Analys

is 1,

n=20

Survey

analy

sis 2,

n~40

0

Template-based

content


Design

Audience Analysis

Search Engine

Optimization

Talk 1 – First Steps

‘00 ‘01 ‘02

1995

Creation

Dynamic Content

Question-based

Navigation

Embedded

evaluations

Audien

ce A

nalys

is

Design

ing be

gins

Sur

vey A

nalys

is 1,

n~20

0Int

erview

Analys

is 1,

n=20

Survey

analy

sis 2,

n~40

0

Template-based

content


Talk 2 – Listening to Learners

‘00 ‘01 ‘02

1995

Creation

Dynamic Content

Question-based

Navigation

Embedded

evaluations

Audien

ce A

nalys

is

Design

ing be

gins

Sur

vey A

nalys

is 1,

n~20

0Int

erview

Analys

is 1,

n=20

Survey

analy

sis 2,

n~40

0

Template-based

content


Talk 3 –Designing for Learners at Large

‘00 ‘01 ‘02

1995

Creation

Dynamic Content

Question-based

Navigation

Embedded

evaluations

Audien

ce Ana

lysis

Design

ing be

gins

Survey

Analys

is 1,

n~20

0Int

erview

Analys

is 1,

n=20

Survey

analy

sis 2,

n~40

0

Template-based

content


Talk 4 – Audience Analysis

‘00 ‘01 ‘02

1995

Creation

Dynamic Content

Question-based

Navigation

Embedded

evaluations

Audien

ce A

nalys

is

Design

ing be

gins

Sur

vey A

nalys

is 1,

n~20

0Int

ervie

w Ana

lysis

1, n=

20

Surve

y ana

lysis

2, n~

400

Template-based

content

Background - Approach - Results - Implications

Web-based Health Information

• Significant use already exists

• Opportunities

• Challenges…– Site quality– Information quality– Findability of information– Evaluation Methods


Focusing on Audience Analysis

• Inform our own design and evaluation

• Contribute to broader discussion – Design – Evaluations


Audience Analysis

• What categories?– Inform design

– Theoretical foundation

– Speak to team

• What methods?– Empirical tradition

– Balance breadth and depth

– Acknowledge distributed users


Multidisciplinary Influences

• Categories– Roles

– Goals

– Knowledge

– Circumstances of Use

– Culture

– Ergonomics

• Theoretical Perspectives– Technical Communication

– Reader Response Theory

– Cognitive Science

– Constuctivism

– Distributed Intelligence

– Situated cognition

– Socio-Cultural Theory

– Human Factors


Defining Categories

• Role – Dominant persona of users (job, affiliation)

• Goals – Reason for the interaction

• Knowledge – The extent and nature of prior relevant knowledge

• Circumstances of Use – Setting, resources, strategy, timing

• Culture – Group level beliefs, language, preferences

• Ergonomics – Relevant perceptual & motor abilities, skills


Method – Online Survey• Questions: Adaptive, ~25 questions

• Participants: – Duration: 9/1/2000 – 7/2/2001 (10 months)– 472 respondents / 710 starts

• Analyses1 –

– Descriptive Statistics – Content Analysis – Qualitative Coding – Statistical Analysis


1Acknowledgments: Tracey Wagner, Kristina Liu, Alice Tanada, Kristen Schuyler

Method - Phone Interview

About Visit

• Could you tell me about your visit or visits to the Arthritis Source?

• Could you tell me what you were trying to do when you visited the Arthritis Source?

• Did you benefit from your visit or visits to the Arthritis Source?

• What kind of information do you think other arthritis patients should know?

About Knowledge of Condition

• Could you tell me what you think arthritis is in general?

• Could you tell me how RA/OA affects the body?

• Do you know what contributes to getting RA/OA?

• Do you know how RA/OA is diagnosed? If no, Do you remember what your doctor told you about your diagnosis?

• What is most difficult to understand about RA/OA?


Phone Interview

• Participants – 20 users (10 OA, 10 RA)

• Analyses1

– Conceptions/misconceptions– Overarching Goals – Specific Information Needs


1Acknowledgments: Tracey Wagner, Kristina Liu

Mapping Data to Categories


Data and Sources Role Goals Knowledge

Circum-stances of

Use CultureErgo-

nomicsOnline Survey

Visitor Type XXX XX X XAge X X X XXHome Community X XXGeographical Area X XXType of Arthritis X XXLevel of Education XXTime since diagnosis X XName of ConditionWhy visiting XX XXX XCame in from XXUse of site in past XX XXSources of information X XX

Phone InterviewKnowledge of Condition XXXGoals XXXSpecific Information Needs XXX

Results - Overview

• Role

• Goals

• Knowledge

• Circumstances of Use

• Culture

• Ergonomic


Roles

• Users with many roles • Cross-over roles• “Person with arthritis”

is too simplistic…– Person with pain

– Person with condition that is not arthritis

– Person who is exploring whether they have arthritis

Relation10%

Medical Professional

5%

Researcher2%

Student1%

Other20%

Person with Arthritis

62%


n=462/472

Knowledge

• Educational spread • Misconceptions– Low bone density is

associated with Osteoarthritis

– Bone spurs cause arthritic pain

– Joint injections are helpful

– There is little you can do

– (and 3 others)

Secondary35%

Associates23%

Bachelors22%

Masters15%

Doctorate5%


n=399/472

Goals

• “Why visiting” (n=433) – Condition information (54%)

– Ways to minimize pain (7%)

– Seek clarification or a second opinion on diagnoses (5%)

– Desire to better control arthritis condition (2.5%)

– Preparing for surgery (5%)

– …

• Other Insights– Social/emotional support

(online survey analysis)

– Great variety of specific information needs(phone interview analysis)

– Ghost information needs (phone interview analysis)


Culture

• International Use • Use across regions

North America 81%

International 19%

Urban29%

Suburban42%

Other3%

Rural26%


n=403/472n=408/472

Circumstances of Use

• Coming from… • One of many sources


Bookmark7%

Website22%

Referred by6%

Search Engine47%

Other18%

0

0.2

0.4

0.6

0.8

1

We

bsi

tes

Jou

rna

ls

Bo

oks

Bro

chu

res

Inte

rne

tG

rou

ps

Pri

nt m

ed

ia

Oth

er

n=433/472

n=372/472

Per

cent

age

Ergonomics

• Vision issues


0.00

0.05

0.10

0.15

0.20

0.25

0.30

0.35

18-30

31-40

41-50

51-60

61-70

71-80

81+

21% over 60

• Motor issues

18 different types of arthritis

Arthritis Condition#

RespondentsAnkylosing Spondylitis 14Arthrospondylopathy 1Degenerative Joint Disease 8fibromyalgia 13glenohumeral arthritis 1Gout 17Lupus 4Lyme related 1lumbar stenosis 1Osteoarthritis 69Polymyalgia Rheumatica 16Psoriatic arthritis 12Reiter's Syndrome 3Reynauds 1Rheumatoid Arthritis 33Sjogren's Syndrome 8spondyloarthropathy 1scleroderma 1Don't know/ Not sure 6

n=234n=408/472

Age

Per

cent

age

Future Audience Research

• Still Analyzing– Persona / Profiles

• Gain additional insight – Space of information needs– Circumstances of use– Cultural Issues

• Implications?


#1 - Aggregating questions from varied of information sources.

#2 Studying use over time through user online journaling

Design Implications

• Accessibility

• Adapting to knowledge levels

• Supporting goals (finding/using content)

• Addressing misconceptions

• Support evolving content


Evaluation Implications

• Site quality– Vision – Cultural issues

• Comprehensiveness– Information for user-centered perspective

• Judging Site vs. Judging Impact– Multiple candidate types of “success”


Concluding Remarks• Audience analysis of web-based health information

• Arthritis Source Directions– Dynamically generated, template-based content– Question-driven navigation

• Audience Analysis – Contributes to conversation on Internet health information– Case study for TC students/professionals– Challenges in audience analysis


Areas of Interest/Activity

• Supporting Communication– Developing a website to document teaching challenges (NSF Proposal)– Studying design team use of communication tools (Ph.D. Work)

• Studying the Processes of Communication– Empirical analysis of team communication behaviors (Opportunity)

• The Interplay of Communication and Learning– Reflective Learner, Writing to learn, Scaffolding writing (Ph.D. Work)

• Professional Practice in Technical Communication– Assessing how designers scope design problems (Extension)– Characterizing student ability to behave as reflective practitioners (Extension)

Web-based Health Information

• Site quality– Owner credentials, update dates (Hoffman, 2000)

• Quality of information– Comprehensiveness (e.g., Chen, 2000)– Accuracy (e.g., Chen, 2000)– Providing references (e.g., Hellawell, 2000)

• Findability of information– Time required (e.g., Gotwald, 2000)– Getting to real questions (e.g., Lechner, 1996)

• Need for evaluation methods– (e.g., Wu, 2000, Delamsthe, 2000, Charatan, 1999)

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