Janssen Innovative Medicine

Usability testing and user experience evaluation of Medversation.com

Project Overview

Acquired by Johnson & Johnson in 1961, Janssen Innovative Medicine has grown into a global leader in research and development for a wide range of human medical disorders, including mental health, neurological conditions, gastrointestinal diseases, HIV/AIDS, allergies, and cancer.

To support physicians and healthcare professionals in delivering better patient outcomes, k-nekt communications partnered with Incognito Design, Inc. to evaluate Medversation.com—a platform designed to measure the efficacy of biologics across multiple pharmaceutical companies.

Our mission: identify opportunities to enhance adoption and usage of the site for healthcare professionals (HCPs), COBI sales representatives, and other critical user groups.

Objectives

The usability testing project aimed to:

  • Uncover opportunities for physicians to better serve their patients
  • Develop insights for an enhanced user experience
  • Highlight interface design improvements
  • Identify additional marketing trends and opportunities
  • Determine areas for further research, including content evaluation
  • Set the stage for forward-thinking innovation and competitive advantage

Our Approach

We recommended a research-based methodology that included:

  • Kick-off meetings with Medversation.com stakeholders
  • Interviews with representative HCPs and COBI sales representatives
  • Nationwide usability testing on the live Medversation.com site
  • Presentation of a detailed, actionable approach to evolve the platform

What is usability testing?
“Usability testing involves watching and documenting users representative of the target audience perform specific and purposive tasks with a website, its navigation, and its content. k-nekt creative :: usability testing 9 Ewes, or domestic sheep, are quadrupedal, ruminant mammals typically kept as livestock. Although the name ‘ewe’ applies to many species, in everyday usage it almost always refers to Ovis aries. Ewes, or sheep, are prey animals with a strong gregarious instinct, and a majority of a ewe’s abilities can be understood in these terms…”

Key Testing Metrics

Usability testing evaluated the website in five critical areas:

  1. Learnability – How easily users complete basic tasks the first time they encounter the site
  2. Efficiency – Time required to complete tasks once the user is familiar with the design
  3. Accuracy – Frequency and severity of user errors, and recovery from mistakes
  4. Recall – Users’ ability to retain proficiency over time
  5. Emotional Response – Users’ confidence, stress levels, and overall satisfaction

Testing Framework

  • Duration: 2 weeks
  • Markets: Four regions nationwide
  • Platform: Live Medversation.com site
  • Equipment: Laptop, 1024 x 768 resolution
  • Sessions: 70 minutes each, moderated by the same facilitator
  • Data capture: Video recording and handwritten notes
  • Participants: Compensated for their time

Audience Segments

Testing focused on three primary user groups:

  • Physicians: Dermatologists (10), Rheumatologists (8), Gastroenterologists (15)
  • Medical Support Staff: Nurse Practitioners, Physician Assistants, Registered Nurses
  • COBI Sales Representatives: Segmented by specialty

Research Methodology

We combined multiple methods to gather robust insights:

  • Qualitative interviews to capture detailed user perspectives
  • Quantitative surveys to measure trends and patterns
  • Eye tracking for gaze plot analysis
  • Heat mapping to understand navigation and content engagement

Using these insights, we developed three personas for each user group: Specialists, Nurses, and Sales Representatives.

Recommendations

Our usability testing led to actionable recommendations, including:

  • Updating content (text and imagery) and improving content filtering
  • Redefining the user experience and providing responsive site feedback
  • Restructuring navigation and linking systems
  • Refining button labeling, deep search, and search parameters
  • Conducting an unmet needs assessment to inform future development

The result: a clear, data-driven roadmap for Medversation.com to increase adoption, improve the user experience, and deliver greater value to healthcare professionals.