JMIR Publications

ABSTRACT

Background:

The internet has become a commonly used information source for people seeking to understand their healthcare options. However, inconsistent representation about what stem cell treatments are available and from whom, coupled with a lack of transparency about what has been shown to work or is even safe, can distract and mislead users. Given these challenges, there is a need to provide effective evidence-based tools for delivering information about healthcare options involving stem cells.

Objective:

A need was identified to develop a redesign of an existing website in Australia to provide trustworthy information about stem cell research and to counter misinformation promulgated by commercial clinics selling unproven stem cell interventions. Using a participatory design approach to generate an understanding of what information users need for stem cells treatments, the Stem Cells Australia (SCA) website serves as a case study for the development and evaluation of websites delivering complex messages about science and health.

Methods:

This case study comprised three steps. Firstly, a focus group and several one-on-one interviews with a purposive sample of representative users (N=12) were undertaken to identify their needs and requirements. Secondly, we designed a new version of the SCA website based on findings from the focus group, the interviews and design principles. Finally, we collected 180 days of Google Analytics data for both original and redesigned versions (90 days for each) and compared various metrics for evaluating the participatory design process.

Results:

Most visitors to the original website were from Australia, while the redesigned version attracted users from other continents. The redesigned version had a substantial decrease in bounce rate and an increase in page reads per session among all types of traffic. Desktop and tablet traffic demonstrated higher page reads in each session than mobile traffic. Navigation flow analysis showed differences in the information accessed in both versions and different devices.

Conclusions:

Websites about stem cell research needs to provide content for vulnerable audiences both local and from overseas. Participatory design with search engine optimisations and content that addresses knowledge gaps can produce better outcomes. Three design principles that enhanced outcomes in this case study with respect to website identity, research updates and experience sharing are proposed. These principles can inform the future design and layout of websites seeking to engage users and provide reliable and accessible science and health information including but not limited to stem cell research and therapies. Clinical Trial: Not applicable