WebPT is an electronic medical record (EMR) platform for the physical therapy industry. They provide clinics with end-to-end tools for patient management, claims, and billing. Bradley LaFave is the Product Marketing Manager at WebPT — focused on product and feature launches, user feedback, and engagement. “Pendo has made a big difference for us when it comes to announcements because of its segmentation capabilities,” says Bradley. “We have a lot of different types of users in our platform. We wanted to make the news and announcements we were delivering to them more relevant, and make sure that we’re not messaging people unnecessarily. Pendo lets us easily do this, and it also provides detailed usage information and a way to get really quick user feedback.”
Segmented Announcements Drive Feature Adoption
「ユーザーは主に3つのグループに分けられます。セラピストを中心とした臨床ユーザー、臨床以外の事務職ユーザー、そして請求書の作成者ユーザーです。それぞれのグループは、全く異なる機能セットを使用しています。たとえば、診療文書の作成機能は、セラピストだけが使うものです。」WebPTの各主要セグメントには、いくつもの細分化された役割があります。「臨床ユーザーには、理学療法士、作業療法士、言語聴覚士、アスレチックトレーナーなどがいるので、それぞれの役割に特化した機能を用意しています。たとえば、アスレチックトレーナー向けの新しい評価コードを最近リリースしたのですが、この機能はアスレチックトレーナーにしか関係ないものです。Pendoを使えば、彼らだけをターゲットにして通知できます。」
“We have the same sort of sub-segments for Admin users as well. For example, only a subset of them can control user permissions. So, when we rolled out a new permission setting, we targeted only to those admins. The ability to target like this has made a huge difference. We’re seeing new features get adopted 25 – 50% faster. We don’t have to wait for users to discover new features and figure out how to use them now.”
Rapid Feature Feedback
The Product Team at WebPT uses guides for user feedback as well. “We’ve launched a new program called ‘First Impressions’ to get rapid feedback on the new features we launch,” said Bradley. “Using the polls feature in Pendo, we add a quick survey to the targeted feature announcements asking users whether or not they think the new feature would be useful for their clinic. Because we’re asking for feedback in the application we see response rates of 50% versus the 7 – 8% we’d get for emailed surveys. The targeting allows us to make sure we’re getting relevant feedback from the right users.”
WebPTは、定性的なユーザーフィードバックと定量的な使用状況データをPendoに集約し、詳細な分析を行っています。「ユーザーからのフィードバックをセグメント化して、回答をさらに掘り下げます。『この機能は便利だと思う』と言う人がいれば、その人が積極的に使っているかどうか、実際の利用行動を調べます。実際は使っていない場合は、明らかに食い違っているわけです。」また、セグメント化によって、フィードバックに色付けをすることもできます。「最近、ユーザーが自分のアカウントの権限を管理できる、かなり強力なセルフサービスのプロフィール機能をリリースしました」とBradley氏は言います。「しかしこの機能の『ファーストインプレッション』フィードバックは、期待していたほど良くありませんでした。よく調べてみると、大企業のお客様はこの機能をとても気に入ってくださっているのですが、一方で中小企業のお客様にとっての大きな課題には対応しきれていなかったことがわかったのです。フィードバックを見るだけでは、このようなインサイトに気付かなかったでしょうね。」
Improving the Product Experience
“The data from Pendo has helped us better understand our customer experience,” said Bradley. “We can look at things like how long it takes someone to complete an exam, and then benchmark that for usability improvements. In addition to feature announcements, the guides have helped to explain some of the things in our product that aren’t immediately clear. We look at areas of the product that generate a lot of support requests. One example is with insurance information. In our industry, we deal a lot with insurance, and those processes aren’t always easy. We have a field for insurance in one of the pages in our application, and we saw that users were a little confused as to what exactly they needed to fill in. So we put a tooltip there. With the extra guidance, the number of support questions we got dropped by at least 50%.”
WebPT is expanding beyond tooltips in the product to more full-fledged training walkthroughs. “Onboarding is a focus,” said Bradley, “but in some ways, it never ends for us. Our Members are constantly adding new users, and we’re constantly adding new functionality. Some of the walkthroughs we create will be targeted at newer users, but what’s more important is to target them for different segments. I want to make sure that the training we’re providing is really valuable and relevant for our users.”
