Understanding Health Product Research Behavior
COMPANY: HEALTHLINE MEDIA
ROLE: USER RESEARCH
TIME: 2 MONTHS
The Challenge
The Healthline Reviews team identified mid-intent users as a potential untapped revenue source and decided to redesign their product review pages to enhance engagement with this target audience. Mid-intent users are actively researching health solutions on Healthline.com but have not yet begun searching for specific brand product reviews. This initial research phase aimed to better understand the behavior and attitudes of Healthline’s mid-intent users in their search for health products.
User Interviews and Observation
I decided to conduct user interviews and observe users search for health products to enhance the qualitative depth of existing quantitative survey research. The aim of these interviews was to understand the information-seeking and purchasing behaviors, motivations, and attitudes of mid-intent users who are experiencing insomnia. Additionally, we wanted to gather insights into users' health and wellness routines, as well as the challenges they face. I conducted 17 semi-structured qualitative interviews remotely using UserTesting.com.
Key Findings
Maximizers & Satisficers
The interviews revealed two distinct patterns in the research behavior of users regarding health products: "satisficers" and "maximizers." Satisficers are content with conducting minimal research to find a product that meets their needs adequately, while maximizers prefer to perform extensive research to ensure they find the best possible solution.
Multiple Health Conditions
We discovered that some participants manage multiple health conditions and are interested in products that offer a variety of health benefits, such as herbal teas that can improve mood and enhance sleep.
Importance of Ingredients
Many participants have food allergies or dietary restrictions and placed a high value on quickly accessing a complete ingredient list for supplements or herbal remedies.
Safety and Drug Interactions
Participants taking multiple medications expressed increased concern about side effects and drug interactions. It is essential to make safety information readily accessible and to encourage users on prescription medications to consult their doctor before adding any supplements to their regimen.
Personas and User Journey Maps
Based on my findings in user interviews, I created personas and user journeys for Satisficers and Maximizers to guide the design process by identifying pain points and opportunities for these two groups.
Impact
The research findings established a foundation for a human-centered iterative design process. This process included rapid prototyping, concept testing, and ongoing usability testing. Insights gained from user interviews, combined with quantitative survey research, resulted in the development of a new feature on Healthline. This feature offers personalized product recommendations tailored for Healthline users, including individuals with multiple health conditions, to assist them during the exploration and evaluation phases of their health product research.
