Digital Project Manager, Ellie Donithorn, gives me the low down on Macmillan’s ongoing aim to give our users a more personalised website experience.
We have created an exciting new feature allowing users to find their nearest information and support centre. Here’s a quick how-to:
- Step 1: Enter your postcode into the search box on the right-hand side of the page, or hit the ‘locate me’ arrow to let us find you.
- Step 2: View your nearest information and support centre, information about opening times, and other suggested centres within a 30-mile radius.
- Step 3: Click on your preferred centre to view its location on a map, opening times, and centre-specific contact details.
And there’s more! If you have a My Macmillan account, you’re logged in and you’ve saved your postcode, our new function will remember this information and pull up that support centre automatically.
What was the problem before?
Our research showed us that a third of people are using their smartphone to access healthcare information. This means it’s more important than ever for us to provide users with an online experience that gives quick and comprehensive results on the go.
We identified that the process of finding your nearest support centre on the Macmillan website was unnecessarily lengthy. It was taking around five clicks for our users to find the information most relevant to them, so we decided this was something that needed to be addressed.
How will we track its success?
We won’t know whether or not this feature is useful to our users straight away. We’ll be tracking the number of people that click on the name of the centre as well as on the link that takes you to any of the suggested support centres. This will give us an indication of engagement with the new feature, so that we can decide whether or not this is the kind of functionality that enhances user experience.
Can we learn from any obstacles that occurred?
Every project has its obstacles. This new feature needed to be low risk in terms of minimum disruption to our existing web templates. Currently this feature sits on very few pages and it would be great if it was visible across a larger number. However, this is very likely once we get a feel for how helpful our users find it.
What inspired this project?
Personalisation is such a hot topic in the wider digital world, so we want to make sure we’re doing as much as possible to address it at Macmillan. We drew inspiration from websites like Amazon and Netflix, for which personalisation is key. Even the ability to log in and revisit your last interactions, or have your last order (of information booklets perhaps) automatically compiled, would be a great future venture. Just Eat is a website that people may be familiar with that does this very well!
We’re working on further enhancements of this feature, which will mean that we can make the information users want from the Macmillan site even more relevant to their needs. For example, displaying support centres that are ‘cancer-type specific’ and thus, most relevant to the user. And in our volunteering section of the website, we plan to show our users the volunteering opportunities that are most local to them.
It’s about creating a bespoke experience that prioritises information according to the user’s needs and interests. And this is step one of greater things to come from Macmillan.
Questions about this post? Leave us a comment below or tweet us @mac_digital. We’d love to hear from you!