The good, the bad, and the ugly: A qualitative evaluation of web-based COVID-19 vaccine communication in Canada

Poor website accessibility and usability with credible website/information sources can create barriers to the equitable uptake of vaccines. Scarce research investigates how intended users interact with and perceive official COVID-19 websites. We examine how people in Canada interact with official COVID-19 vaccine websites and how they use information to inform their choices regarding COVID-19 vaccinations. Using a qualitative design and talk-aloud (also called 'think-aloud') method, we conducted interviews with 50 general population individuals residing in 3 provinces in Canada in July-December 2021, during which they navigated specific government websites and attempted to find information on various aspects of COVID-19. During the interviews, participants were given specific tasks (e.g. searching for specific information on the websites) and asked to 'think aloud' while performing them. Thematic content was used to identify positive and negative elements regarding the websites that were stated by participants as they navigated the websites. Our analysis demonstrated that participants appreciated websites that featured user-friendly and aesthetically pleasing designs, had local and updated information, offered links to reputable sources, and dispelled misconceptions. Participants also critiqued sites for using technical jargon, presenting seemingly insufficient information, and potentially having conflicts of interest. These findings underline the need for health authorities to prioritize web-based communication and understand the information needs of their audience. Ignoring user preferences raises potential risks of poor communication, such as leaving their citizens seeking information elsewhere.