Case Study: Marketade improves healthcare website usability with Qualaroo

Improving the Usability of Healthcare Website with Qualaroo

Marketade, a 9-person user research company, was working with a university web services team that wanted to migrate a healthcare website to a new backend platform and use the opportunity to improve usability. They needed to identify where visitors were getting stuck across common tasks like finding records, searching for doctors, booking appointments, and researching family care needs.

Using Qualaroo’s logic branching surveys, Marketade piloted short ease-of-use and exit-intent surveys to gather both quantitative and qualitative feedback from visitors. After collecting 600 responses, the team analyzed the results to benchmark usability, validate moderated testing findings, and uncover new UX issues; a major issue revealed was that the patient records section was not properly accessible. Qualaroo helped surface actionable insights that prompted a project to improve the website flow and overall user experience.

Marketade

John Nicholson

User Research & Innovation | Principal