70 million site visits annually from busy healthcare professionals. Satisfaction scores > 8. What’s the secret behind this success?
We’re not talking about an online store, but rather the Farmacotherapeutisch Kompas (FK) by Zorginstituut Nederland. There’s a good chance your GP has this website open when you visit them.
Together with my colleagues, Martijn van der Heijden and Pieter Aarts, I have spent the past 12 years researching ways to improve different parts of the site.
First, at ContentKings, we mapped out the Jobs-to-be-Done (JTBD). What specific “tasks” (Jobs) lead doctors to consult the site? It turned out there were only four!
- Verify (check): Does the medication I’ve chosen match the correct dosage, interactions, and/or side effects?
- Find an alternative: Are there other suitable medications?
- Substantiate: What is my justification or policy for prescribing this medication?
- Study: What do I need to know about this medication?
Our JTBD method provided a strong framework to keep the development focus simple. By prioritising these four Jobs, the software design became clearer and more efficient.
The result? Faster development, higher adoption among doctors, and a product that truly works. Read more about this case via the link in the Comments.
This approach works for any digital application. Digital products are often more complex than necessary—not because developers want them to be, but because the focus is too narrowly on technology.
Take it to the next level. Start with the user’s actual task, and most importantly: stay true to that perspective. Build from there.
Whether it’s an e-commerce platform or another digital application, focusing on the user’s Jobs helps eliminate digital clutter and creates software that truly adds value.
(Also published on LinkedIn.)