crawford upa09 consumer health information seeking
TRANSCRIPT
![Page 1: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/1.jpg)
Talk
WhatTriggersTrust?HowHealthConsumerBehaviorisEvolvingwiththeWeb
ArabellaCrawford
KathStraub,PhD
UsabilityProfessionals’Associa9on2009InternaEonalConference
![Page 2: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/2.jpg)
Then
![Page 3: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/3.jpg)
Website credibility circa 2000
Fogg,et.al.,2000
CredibilityEnhancers
Quickresponsetoques9onsPhysicaladdressContactinforma9onRecentlyupdatedProfessionallydesignedArrangementmakessense...HasadsthatmatchthetopicRequiresyoutoregister
CredibilityKillers
SlowdownloadHasadsTyposBrokenlinks..HardtonavigateHaspopupadsNoupdates.Hardtotelladsfromcontent
![Page 4: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/4.jpg)
Website credibility circa 2000
Technology Focus
CredibilityEnhancers
CredibilityKillers
![Page 5: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/5.jpg)
Early evolution of information consumers
2002
Quickresponsetoques9onsPhysicaladdressContactinforma9onRecentlyupdatedProfessionallydesignedArrangementmakessense...HasadsthatmatchthetopicRequiresyoutoregister
DesignlookInforma9onstructure..Usefullnessofinforma9on.Func9onalityCustomerServiceIden9tyofsponsor.ReadabilityAfillia9ons
2004
CredibilityEnhancersFogg,et.al.,2003
![Page 6: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/6.jpg)
Early evolution of information consumers
2002
Quickresponsetoques9onsPhysicaladdressContactinforma9onRecentlyupdatedProfessionallydesignedArrangementmakessense...HasadsthatmatchthetopicRequiresyoutoregister
DesignlookInforma9onstructure..Usefullnessofinforma9on.Func9onalityCustomerServiceIden9tyofsponsor.ReadabilityAfillia9ons
2004
CredibilityEnhancers
2004
CredibilityEnhancers
Usability Focus
![Page 7: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/7.jpg)
Consumers use different cues than professionals (2003)
HealthProfessionals
Name/Affilia9onInforma9onsourceBusinessmo9veInforma9onfocusAdver9singDesignlookInforma9onbiasInforma9ondesignWri9ngtoneInforma9onAccuracy
Fogg,et.al.,2003
Non‐professionals
DesignlookInforma9onfocusInforma9ondesignAdver9singCompanymo9veReputa9on/Affilia9onInforma9onbiasInforma9onaccuracyWri9ngtoneInforma9onsource
CredibilityEnhancers
DesignlookInforma9onfocusInforma9ondesignAdver9singCompanymo9veReputa9on/Affilia9onInforma9onbiasInforma9onaccuracyWri9ngtoneInforma9onsource2
13
![Page 8: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/8.jpg)
Then Now(ish)
![Page 9: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/9.jpg)
People look to the web for health information (2008)
Jones,et.al.,2008
![Page 10: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/10.jpg)
How does then compare to late 2007?
•Onlinesurvey
•QuesEonsbuiltfromonSillence(2004)
•518parEcipants
Crawford, et. al., 2008a
![Page 11: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/11.jpg)
Why do they go online?
of note...Websitescontainmoreinforma9onthandoctorscanknow,orpaEentscanreasonablyexpectthemtoknow.
TheyusethewebbothbeforeandaWergoingtothedoctor
![Page 12: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/12.jpg)
![Page 13: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/13.jpg)
How they they get there?
of note...•70%ofhealthinfoseekersstartataknownsite,notsearch
![Page 14: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/14.jpg)
When you type sites in, its easy to mix up the URL ...
Consumers’ErrorRates:PredicEngURLs
.com
.gov
.org
Cancer
Crawford, et. al., 2008b
![Page 15: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/15.jpg)
What inspires trust?
•of note...• HealthinformaEonconsumersstartbyconfirmingthatthesitesayssomethingthattheyalreadyknow.
• TrustisindexedagainstReputa9on,contentcharacteris9cs,andcontentquality.•Consumerscrosscheckfacts
![Page 16: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/16.jpg)
Why do consumers do?
of note...• HealthinformaEonseekersreadcontentmost.• ContentfromotherusersismoreengagingthaninteracEonslikesymptomcheckers.
![Page 17: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/17.jpg)
Why go back?
of note...InformaEonseekersgobackbecausecontentwasusefulandothersourcesconfirmeditwasvalidity.
![Page 18: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/18.jpg)
Takeaways
Trustmarkers• HealthinformaEonconsumertodayusethetrust/credibilitymarkersthathealthexpertsusedin2002.
• SItesaremorecredibleifthefirstconfirmsomethingthattheinformaEonseekeralreadyknows.
• ContentqualityandcharacterisEcsareincreasinglyimportantforinEaltrustanddrivingrepeatvisits.
Self‐reportedbehaviors• HealthinformaEonconsumersarelookingforconvenient,comprehensivethatcanbeperusedprivately.
• Theyreadmorethantheyinteract.
![Page 19: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/19.jpg)
Takeaways
Trustmarkers• HealthinformaEonconsumertodayusethetrust/credibilitymarkersthathealthexpertsusedin2002.
• SItesaremorecredibleifthefirstconfirmsomethingthattheinformaEonseekeralreadyknows.
• ContentqualityandcharacterisEcsareincreasinglyimportantforinEaltrustanddrivingrepeatvisits.
Self‐reportedbehaviors• HealthinformaEonconsumersarelookingforconvenient,comprehensivethatcanbeperusedprivately.
• Theyreadmorethantheyinteract.
Credibility&Trust
Content
![Page 20: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/20.jpg)
Credibility & trust for consumer health seekers
2000 Technology
Usability2002
2008 Content
Content level usabilityComputer-mediated empathy
Social networking & technology-driven collaboration
![Page 21: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/21.jpg)
Ideal physician behaviors
Empathetic
Comprehensive
Attentive (Humane)
Plain English (Forthright)
Collaborative (Respectful)
Conscientious (Thorough)
Confident, Positive
Bendapudi,, et al, 2006
![Page 22: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/22.jpg)
Credibility & trust for consumer health seekers
2000 Technology
Usability2002
2008 Content
Content level usabilityComputer-mediated empathy
Social networking & technology-driven collaboration
Questions?
![Page 23: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/23.jpg)
References
Bendapudi, N, Berry, L., Frey, K., Parish, J., Rayburn, W. (2006) Patients' Perspectives on Ideal Physician Behaviors. Mayo Clinic Proceedings, 81(3):338-344.
Crawford,Broch,J.,andStraub,K.(2008b)What’sInaName?;BestPracEcesforSelecEngUsableURLs.Proceedings of UPA08,2008.BalEmore,Maryland.
Crawford,A.,&Straub,K.(2008q)Convenience,ContentandCredibility:WhatconsumersarelookingforonhealthinformaEonsites.Proceedings of UPA08, 2008.BalEmore,Maryland.
Fogg,B.J.,Soohoo,C.,Danielson,D.R.,Marable,L.,Stanford,J.,&Tauber,E.R.(2003).HowdousersevaluatethecredibilityofWebsites?Astudywithover2,500parEcipants.Proceedings of DUX2003, Designing for User Experiences Conference.
Jones,S.andFox,S.(2008)GeneraConson‐line2009.PEWInternetandAmericaLifeReport.DownloadedfromhYp://www.pewinternet.org/Reports/2009/GeneraCons‐Online‐in‐2009.aspx
Fogg,B.J.,Swani,P.,Treinen,M.,Marshall,J.,Osipovich,A.,Varma,C.,Laraki,O.,Fang,N.,Paul,J.,Rangnekar,A.,&Shon,J.(2000).ElementsthataffectWebcredibility:Earlyresultsfromaself‐reportstudy.Proceedings of CHI'00, Extended Abstracts on Human Factors in CompuDng Systems,287‐288.
Sillence,E.,BriggsP.,FishwickL,Harris,P.,TrustandMistrustofOnlineHealthSites.Proceedings of CHI 2004,April24–29,2004,Vienna,Austria.
Rains,S.,&Karmikel,C.D.,(2009)HealthinformaEon‐seekingandpercepEonsofwebsitecredibility:Examining.Computers in Human Behavior25(2009)544–553
![Page 24: Crawford Upa09 Consumer Health Information Seeking](https://reader033.vdocuments.us/reader033/viewer/2022052509/55d50eebbb61ebe11a8b4640/html5/thumbnails/24.jpg)
For information & reprints, etc.
Arabella CrawfordConsumer [email protected]
Kath [email protected]
www.usability.org