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Enhancing Website UX for Healthcare, Government, and Higher Education

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René Thomas
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6 minutes
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Curiosity drives discovery, fuels learning, and shapes how we engage with the world. A recent study reveals three distinct curiosity styles—Hunters, Busybodies, and Dancers—each embodying unique ways of seeking and processing information. These findings offer profound implications for website design and digital strategy, particularly for industries like healthcare, government, and higher education, which must serve diverse audiences with varying needs and information-seeking behaviours.

In this blog, we’ll explore the study’s findings, unpack the characteristics of each curiosity type, and delve into actionable strategies for creating websites that cater to these behaviours. By integrating these insights, organizations can enhance user experience (UX), bolster engagement, and achieve better outcomes.

 

Understanding the Study: Curiosity in Context

The study analyzed browsing patterns of nearly half a million Wikipedia users across 50 countries, identifying three distinct curiosity styles:

  • Hunters: Goal-oriented and focused, they pursue specific answers in a linear manner.
  • Busybodies: Exploratory and broad, they jump from topic to topic, driven by novelty.
  • Dancers: Creative synthesizers, they connect disparate topics and generate innovative insights.

These behaviours were influenced by cultural and socioeconomic factors, such as education levels and gender equality, underscoring the complexity of curiosity in a global context.

 

The Challenge for Healthcare, Government, and Higher Education Websites

Websites in these industries often cater to diverse audiences:

  • Healthcare: Patients, caregivers, providers, and researchers need trustworthy, accessible information tailored to specific health concerns.
  • Government: Citizens, businesses, and advocacy groups seek clarity on services, regulations, and initiatives.
  • Higher Education: Prospective students, faculty, alumni, and researchers require pathways to rich, diverse content.

Given this breadth, designing for disparate curiosity styles can seem daunting—but it’s also an opportunity. By aligning site structure, content, and interactivity with these styles, organizations can deliver intuitive, impactful digital experiences.

CURIOSITY STYLES

The Three Curiosity Styles: Deep Dives

The Hunter

Hunters are methodical and focused, seeking clear, specific answers. They thrive in environments with structured pathways and minimal distractions.

Characteristics:

  • Linear information seekers.
  • Goal-oriented and task-driven.
  • Prefer concise, actionable content.

Website Design Tactics for Hunters:

  • Prominent Search Functionality: Implement a robust, predictive search bar that delivers relevant results.
  • Clear Navigation: Use a logical menu structure with labeled categories and subcategories.
  • FAQs and Quick Links: Provide direct answers to common questions.
  • Content Prioritization: Place critical information—such as eligibility criteria, application forms, or treatment options—front and center.

Example: A healthcare website can offer a symptom checker tool that directs users to specific conditions, treatments, or specialists, enabling Hunters to quickly find relevant information.

The Busybody

Busybodies are driven by exploration and novelty. They enjoy discovering content organically and thrive in environments with diverse entry points and engaging interfaces.

Characteristics:

  • Curious, but not linear.
  • Jump between topics and formats.
  • Motivated by novelty and discovery.

Website Design Tactics for Busybodies:

  • Dynamic Content Modules: Feature rotating news, events, or featured stories on the homepage.
  • Cross-Linking: Include “Related Articles” or “You Might Also Like” sections to encourage exploration.
  • Interactive Features: Use maps, timelines, or visual dashboards to engage users.
  • Multimedia Content: Offer videos, podcasts, and infographics alongside text to maintain interest.

Example: A government website might include an interactive map highlighting ongoing infrastructure projects. Users can click on locations to learn more, satisfying Busybody’s exploratory tendencies.

The Dancer

Dancers excel in connecting ideas across different domains. They value content that sparks connections and inspires creative thinking.

Characteristics:

  • Integrative and innovative.
  • Prefer big-picture perspectives.
  • Thrive on thematic or interdisciplinary content.

Website Design Tactics for Dancers:

  • Curated Collections: Group content by themes, such as “Sustainability Initiatives” or “Innovative Research.”
  • Interactive Storytelling: Use narratives that weave together different aspects of a topic.
  • Customizable Dashboards: Allow users to aggregate and personalize content feeds.
  • Collaborative Tools: Incorporate forums or discussion boards to enable idea sharing.

Example: A higher education website can showcase interdisciplinary research collaborations, connecting departments, faculty, and global initiatives through visually compelling narratives.

IMPLEMENTATION

Practical Implementation Strategies

To cater to these curiosity styles, organizations must balance clarity, creativity, and interactivity. Here’s how healthcare, government, and higher education websites can integrate these insights:

Healthcare

  • Hunter-Friendly Features: Ensure that appointment scheduling, insurance details, and condition-specific resources are easy to find and use.
  • For Busybodies: Highlight wellness blogs, success stories, and interactive health tools.
  • For Dancers: Create thematic hubs, such as “Healthy Aging” or “Innovation in Medicine,” showcasing research, tips, and expert insights.

Government

  • Hunter-Friendly Features: Offer streamlined access to permits, forms, and eligibility checkers.
  • For Busybodies: Feature interactive dashboards tracking public initiatives, budgets, or community programs.
  • For Dancers: Develop resources that connect policy impacts across sectors, such as “Climate Action and Economic Growth.”

Higher Education

  • Hunter-Friendly Features: Simplify navigation for admissions, program details, and campus services.
  • For Busybodies: Showcase student life through blogs, event calendars, and virtual tours.
  • For Dancers: Highlight interdisciplinary research, global partnerships, and themed study pathways.

TESTING

The Role of Analytics + Testing

Understanding your audience’s curiosity styles isn’t a one-time exercise. Regularly monitor site analytics to identify patterns, such as:

  • Search Behaviour: High reliance on search may indicate Hunter-dominated usage.
  • Content Interaction: Broad, shallow engagement suggests Busybody tendencies.
  • Cross-Domain Exploration: Patterns of thematic content traversal align with Dancer behaviours.

Conduct usability testing to validate design decisions and refine functionality, ensuring alignment with user needs.

CONCLUSION

Designing for Discovery

The diversity of curiosity styles—Hunters, Busybodies, and Dancers—offers a roadmap for creating inclusive, engaging websites. By tailoring design and functionality to these behaviors, healthcare, government, and higher education organizations can better serve their audiences, driving engagement, satisfaction, and impact.

In a digital landscape where attention is fleeting and expectations are high, understanding and embracing curiosity is not just good UX—it’s a strategic imperative. With thoughtful design, we can transform websites into dynamic ecosystems that inspire, inform, and empower every user, regardless of their path to discovery.

SOURCES

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