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Optimizing COVID-19 Information Pages through Qualtrics Customer Experience Surveys

AgencyU.S. Department of Health & Human Services (HHS)Op/DivOffice of the Assistant Secretary of Public Affairs (ASPA)URLhttps://www.hhs.gov/ServicesDevelopment of targeted CX surveys for specific user segments, Analysis of survey data to identify key user pain points and needs, Rapid implementation of changes to the web content based on real-time user feedback.Share
Optimizing COVID-19 Information Pages through Qualtrics Customer Experience Surveys

Introduction

Project Context: During the unprecedented challenges of the COVID-19 pandemic in 2020, the U.S. Department of Health and Human Services (HHS) rapidly developed web pages to inform the public about the Paycheck Protection Program (PPP) loans. Analytics Logic was engaged to evaluate the effectiveness of these pages in meeting user needs through strategic customer experience surveys.

Challenges

Identify Key Challenges: ASPA Digital faced significant challenges in ensuring the new PPP loan information pages effectively met the diverse needs of their audience:

  • Difficulty in identifying specific content gaps or user frustrations due to the rapid deployment of the pages.
  • Need for real-time feedback to quickly refine and enhance information delivery during the crisis.

Solutions

Solution Implementation: Analytics Logic implemented a tailored CX survey strategy using the Qualtrics platform:

  • Segmentation and Targeting: Developed sophisticated segmentation to target specific visitors, such as professionals seeking PPP loans and general users needing basic COVID-19 information.
  • Survey Deployment: Custom surveys were deployed to gather insights on user satisfaction and identify pain points in the customer journey.
  • Feedback Implementation: Based on the survey feedback, several pages were revised, and a comprehensive FAQ section was created to address the most common inquiries and concerns.

Team Expertise: The project was driven by experts in digital strategy and user experience research, ensuring that the surveys were effectively designed and the feedback was promptly utilized to improve the web pages.

Services Rendered

  • Development of targeted CX surveys for specific user segments,
  • Analysis of survey data to identify key user pain points and needs,
  • Rapid implementation of changes to the web content based on real-time user feedback.

Results

Measurable Outcomes:

  • Enhanced user satisfaction by refining PPP loan-related content and improving the overall usability of the information pages.
  • Creation of a dedicated FAQ page that significantly reduced user confusion and streamlined access to critical information.

Client Benefits:

  • Quick adaptation to user feedback, ensuring the information provided was relevant and effectively met the urgent needs of the public during the pandemic.
  • Increased trust and engagement from users, as demonstrated by improved feedback and reduced bounce rates on the updated pages.

Conclusion

Summary of Success: The strategic use of customer experience surveys significantly enhanced the effectiveness of HHS’s COVID-19 response web pages. This project highlighted the importance of rapid, feedback-driven content updates during critical public health emergencies.