Case study - Identifying a content gap with page feedback: Canada.ca design

In December 2020, when Health Canada approved the first COVID vaccine, they added the page feedback tool at the bottom of the vaccine content pages. The feedback highlighted a content gap that they wouldn’t have identified through analytics alone.

Problem to solve

Between December 11 and 14, 2020, 60% (87/144) of comments on the Pfizer-BioNTech “What you should know” page were about ingredients and allergies.

“I wanted to know the ingredients because I have an allergy and want to get the shot.”

“where is the list of ingredients??”

What they did

Seeing this user need in the data, Health Canada quickly added an ingredient list to the page.

Outcomes

Feedback about ingredients on the Pfizer-BioNTech “What you should know” page went from 35 comments on December 13 to 2 on the day after adding the ingredient list.

The link to ingredients from the “On this page” navigation became the second most used link on the page after the addition.

Learn more

• Blog post: Use data to make better content