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PREPARED BY
MAKE MAGIC WITH ANTICIPATORY DESIGN
@MARSINTHESTARS
October 6, 2016
CSForum
Marli Mesibov, Managing Director of Content StrategyMad*Pow
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• Managing Director of Content Strategy at Mad*Pow
• Managing Editor of UX Booth
• My new obsession: Alfred
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Who am I? Why am I here?
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WHO IS ALFRED?
It’s not just a name.
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Who is Alfred?
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Who is Alfred?
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Who is Alfred?
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Who is Alfred?
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Who is Alfred?
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Who is Alfred?
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Who is Alfred?
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Alfred anticipates your every need.
• He makes you feel cared for but not smothered.
• He knows what you need before you do.
• You trust him implicitly.
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Who is Alfred?
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“Make your customer the hero of your story.” –Ann Handley, MarketingProfs
“The hero of your story should always be the consumer.” –Jonah Sachs, Free Range Studios
Alfred makes Batman into a hero.
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Who is Alfred?
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TAKE A STEP BACK
Start with the Experience
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Mad*Pow is a design agency full of passionate people, in a creative environment, delivering amazing experiences for industry leading clients.
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Agency Overview
• Interaction & Visual Design • Content Strategy & Creation • Experience Strategy &
Service Design
• Research & Validation • Digital Marketing Strategy • Brand Development
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• Cyclical in nature
• Adapt to a client's needs
• Consistently learn & refine new methods
• Educating & advocating as we go
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Our Human-Centered Design Process
DISCOVER SYNTHESIZE GENERATE FOCUS
Initial Insight
Strategy / Plan
Prototype
EVALUATE
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Experience Design
“You’ve got to start with the customer experience and work backwards to the technology.”
- Steve Jobs
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Experience Design
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“Content strategy is planning for the creation, delivery, and governance of usable, useful content.”
–Kristina Halvorson, Brain Traffic
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Content Strategy
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When we anticipate people’s needs, we do that through:
• Speaking their language
• Offering valuable “just in time” information
• Semantic search
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Content Strategy
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The best practices we discovered for anticipatory design come directly from best practices in experience design and content strategy.
• Focus on context
• Beware over-personalization
• Ensure the user retains ultimate control
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Best Practices
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WHERE IS ALFRED?
Everybody’s (trying to) do it.
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• Focus on context
• Beware over-personalization
• Give the user ultimate control
Who’s doing it, and are they succeeding?
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Best Practices
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Everyone wants to be Alfred.
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Anticipating the user’s needs
• Highly contextualHelpful!
• Sometimes over-personalized. Creepy!
• User has ultimate controlHelpful!
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Semantic search connects words to meanings
Chosen based on context: time of year and my location.
Google also identified the film that I was looking for.
I searched “movie devil great trick.”
Google was able to complete the quote based off three words, and connect video and text.
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Amazon anticipates product searches
Related to history: other items I have previously viewed.
Chosen based on context: time of year and my location.
Personalized: a broader selection of items I may liked based on browsing
Related to history: other items I have previously viewed.
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Anticipating the user’s preferences
• Not contextualFrustrating!
• Highly personalized Helpful!
• User does not have controlFrustrating!
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Anticipating the user’s concerns
• Not contextualNot expected
• Not personalized Not expected
• User has controlHelpful!
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A CASE STUDY
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The Goal
“We want to be the Amazon of our industry. It’s time to really knock one out
of the park.”
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Opportunities
• Stakeholders were excited for something new
• Users were actively asking for “Siri, but for insurance”
• Insurance is confusing!
• No one has done it before
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Constraints
• We had minimal data
• We didn’t have Google’s “black box” or Netflix’s numerous data engineers
• Insurance users worry about how secure their information is; if we over-personalized we risked losing their trust
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Project steps
1. Discover what members want. “Anticipate my needs” is a broad realm
2. Synthesize the key scenarios
3. Generate formats and design
4. Focus on the user “actions” (Spreadsheet mania!)
DISCOVER SYNTHESIZE GENERATE FOCUS
Initial Insight
Strategy / Plan
Prototype
EVALUATE
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Step 1: Discover. What do members want?
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Step 1: Discover. What do members want?
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CONTEXT
PERSONALIZATION
CONTROL
Step 1: Discover. What do members want?
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Step 2: Synthesize. Explore the key scenarios
Reasons a member might be on the site:
• They receive an email prompting them to log in & activate their coverage
• They want to know how much something will cost
• They need to refill a prescription
• They need to register a PCP to get a referral
• They got a bill or statement they don’t understand
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Step 3: Generate. Design the format
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Step 3: Generate. Design the format
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Step 4: Focus. Collect the member actions as “triggers”
An action is:
Something a member does
• Log in
• Update information
• View a claim
• Go to a doctor’s appointment
• Change jobs
Something the organization does
• Process a claim
• Send a bill
• Accept a payment
• Identify upcoming important dates
• Make suggestions
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Find actions by:
• Reviewing analytics
• Brainstorming with the team
• Talking to the dev team
Step 4: Focus. Collect the member actions as “triggers”
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FIVE SPREADSHEETS, AND WE’RE JUST GETTING STARTED!
Step 4: Focus. Collect the member actions as “triggers”
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The Business Rules are defined by:
• All the actions
• What “triggers” (causes) each action to occur?
• The best triggers are the ones we can control or easily access
• Triggers must be recognizable by the system
• Prioritization of each action and each trigger
Step 4: Focus. Collect the member actions as “triggers”
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DO TRY THIS AT HOME
Anticipate customer retention.
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Make your user a hero
You have the power.
• You don’t need a huge team
• You don’t need Google’s black box
• You need motivation, organization, and a human-centered perspective
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Thank you!
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