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1
PREPARED BY
WHAT’S SO SMART ABOUT INTELLIGENT CONTENT?
@JBRISELLI@MARSINTHESTARS
April 29, 2016
UXPA BOSTON
Jen Briselli, Managing Director of Experience DesignMarli Mesibov, Director of Content StrategyMad*Pow
2@jbriselli | @marsinthestars
Marli MesibovManaging Director, Content Strategy
Jen Briselli, Managing Director, Experience Design
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WHO IS ALFRED?
It’s not just a name.
4@jbriselli | @marsinthestars
Who is Alfred?
5@jbriselli | @marsinthestars
Who is Alfred?
6@jbriselli | @marsinthestars
Who is Alfred?
7@jbriselli | @marsinthestars
Who is Alfred?
8@jbriselli | @marsinthestars
Who is Alfred?
9@jbriselli | @marsinthestars
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.
@jbriselli | @marsinthestars
Who is Alfred?
#BeAlfred
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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.
#BeAlfred
@jbriselli | @marsinthestars
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.
@jbriselli | @marsinthestars
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
• Activities revolve around Research & Strategy
• Adapt to a client's needs
• Consistently learn & refine new methods
• Educating & advocating as we go
@jbriselli | @marsinthestars
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
@jbriselli | @marsinthestars
Content Strategy
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When we anticipate users’ needs, we do that through:
• Speaking their language
• Offering valuable “just in time” information
• Semantic search
@jbriselli | @marsinthestars
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
@jbriselli | @marsinthestars
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?
@jbriselli | @marsinthestars
Best Practices
22@jbriselli | @marsinthestars
Everyone wants to be Alfred.
23@jbriselli | @marsinthestars
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.
@jbriselli | @marsinthestars
25@jbriselli | @marsinthestars
Anticipating the user’s wants
• Somewhat contextualNot expected
• Personalized shoppingHelpful!
• User has final controlHelpful!
26ANTICIPATORY DESIGN - AMAZON RECENT ITEMS
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.
27@jbriselli | @marsinthestars
Anticipating the user’s preferences
• Not contextualFrustrating!
• Highly personalized Helpful!
• User does not have controlFrustrating!
28@jbriselli | @marsinthestars
Anticipating the user’s concerns
• Not contextualNot expected
• Not personalized Not expected
• User has controlHelpful!
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A CASE STUDY
Making the magic happen.
30@jbriselli | @marsinthestars
The Goal
“We want to be the Amazon of our industry. It’s time to really knock one out
of the park.”
31@jbriselli | @marsinthestars
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
32@jbriselli | @marsinthestars
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
33@jbriselli | @marsinthestars
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
34@jbriselli | @marsinthestars
Step 1: Discover. What do members want?
35@jbriselli | @marsinthestars
Step 1: Discover. What do members want?
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CONTEXT
PERSONALIZATION
CONTROL
Step 1: Discover. What do members want?
37@jbriselli | @marsinthestars
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
38@jbriselli | @marsinthestars
Step 3: Generate. Design the format
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Step 3: Generate. Design the format
40@jbriselli | @marsinthestars
Step 4: Focus. Collect the member “actions”
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”
42@jbriselli | @marsinthestars
FIVE SPREADSHEETS, AND WE’RE JUST GETTING STARTED!
Step 4: Focus. Collect the member “actions”
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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”
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DO TRY THIS AT HOME
Anticipate customer retention.
49@jbriselli | @marsinthestars
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
50@jbriselli | @marsinthestars
Make your user a hero
51@jbriselli | @marsinthestars
Thank you!
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