UserZoom ran a quick competitive UX benchmark study between Advocate Aurora Health and Banner Health, two healthcare providers in the United States, to see how users experienced navigational and core tasks, as well as how they rated their overall experience on these websites.

The Study

We ran an unmoderated remote benchmark study with 60 in-the-wild US based users on their own devices over the course of a single day, and collected both quantitative and qualitative feedback.

Participants were equally divided so that 30 went to each site, and completed several tasks in order to test and measure the design of the homepage, the website’s structure, and gather usability metrics for each site.

We also measured users feelings about the brand before and after their experience with the site, as well as their likelihood to recommend the site to friends, family and colleagues.

Here is a sample of the benchmark where we gathered participants’ first impressions of the sites:

First impressions are lasting impressions

We showed all 60 participants static images of each companies homepage and asked them to choose which site they associated with several UX attributes.

Advocate Aurora Health was the winner in all of the positive categories. Where they stood out in particular was in Lively (83%), “Welcoming” (78%), and “Helpful” (75%) categories.

Banner Health was seen as the more “Overwhelming” (65%) of the two sites on first glance.

Want to see the rest? Download the battle to find out who won!


Show me who won!