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Using Your Users: Enhancing yourWeb Site through Audience AnalysisBethany Bauman, Associate Director, eCRM, American Diabe...
Introductions■ Bethany Bauman  American Diabetes Association  Associate Director, eCRM■ Lacey Kruger  Convio  Senior Infor...
What We’ll Cover■ Why and how to use your users■ What to do with your findings■ ADA’s success story■ Q and A© Convio, Inc....
Why you should use your users          User (noun) - One who uses or makes use of                     something, a consume...
How to use your users – Research!■ You have some at your fingertips…    Consolidate constituent comments and emails    U...
What to do with your findings■ Synthesize and Build Consensus    Personas    Recommendations■ Identify the holes    Gap...
ADA’s Success Story                      ■ Background                          Site launched in                          ...
Where we started: Research!■ Reviewed existing data    Search logs and basic web traffic metrics    Initial content inve...
More research!■ Discovery Workshop    Facilitated by our design firm (Siteworx) to build     consensus on:      • What AD...
And more research! (Are you getting how important theresearch is yet?)■ Focus Groups and Card Sorts    3 sessions      • ...
Creating our personas from research outcomes■ Three themes emerged in terms of what our       audiences were looking for: ...
The people we want to engage■ Using the research, Convio developed 7       Constituent Personas to focus the web site     ...
Diana – Adult with Type 2 DiabetesDemographics                                                                            ...
Amanda - Parent Demographics                                                                                              ...
Relationship Pathways■ After creating the personas, we needed to       determine how each audience could reach our       e...
Key eCRM Interactions          Forms             Tools                  Monetary    Events            Contact         Ask ...
Diana – Adult with Type 2             Live                                   Ask the                              Email   ...
Amanda – Parent          Message                                   Family                         Donate          Boards  ...
Deeper Engagement■ Once someone decides to leave an email       address and/or donation, what happens to       continue th...
Deeper EngagementConversion  Flow            E-mail #1      E-mail #2       E-mail #3   E-mail #4        E-mail #5        ...
Personas post-launch                   ■ Moving forward                       The Personas will                        se...
Three key takeaways■ Consider your 3-4 priority audience groups and       document a description of each■ Circulate to all...
Questions?Bethany Bauman                  Lacey KrugerAmerican Diabetes Association   ConvioAssociate Director, eCRM      ...
Text CNV112 to 30644                      to take a quick survey                        about this session.               ...
Appendix – Additional Personasand Relationship Pathways           25© Convio, Inc.               © 2008 Convio, Inc.
Julia – Young Adult with Type 1 Diabetes    Demographics                                                                  ...
Stephanie – Young CaregiverDemographics•26-years-old                                                                      ...
Garrett – Adult At-RiskDemographics                                                                                       ...
Greg – Adult with Type 1 DiabetesDemographics                                                                             ...
Nancy – Older CaregiverDemographics                                                                                       ...
Julia – Young Adult with Type 1            Live                               Message                         Local       ...
Stephanie – Young Caregiver         Message                                   Action                         Tour de      ...
Garrett – Adult At-Risk        My Food                                  Action                        Step        Advisor ...
Greg – Adult with Type 1             Live                                     Action                        Donate        ...
Nancy – Older Caregiver         Message                                Live Chat                     Donate         Boards...
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Using Your Users

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Transcript of "Using Your Users"

  1. 1. Using Your Users: Enhancing yourWeb Site through Audience AnalysisBethany Bauman, Associate Director, eCRM, American Diabetes AssociationLacey Kruger, Senior Information Architect, ConvioTuesday, November 17, 2009 © Convio, Inc. © 2008 Convio, Inc.
  2. 2. Introductions■ Bethany Bauman American Diabetes Association Associate Director, eCRM■ Lacey Kruger Convio Senior Information Architect© Convio, Inc. 2
  3. 3. What We’ll Cover■ Why and how to use your users■ What to do with your findings■ ADA’s success story■ Q and A© Convio, Inc. 3
  4. 4. Why you should use your users User (noun) - One who uses or makes use of something, a consumer■ Why are they important?  Donors  Volunteers  Activists■ How can we use them?  RESEARCH!© Convio, Inc. 4
  5. 5. How to use your users – Research!■ You have some at your fingertips…  Consolidate constituent comments and emails  User-generated content  Analytics data■ Research techniques  Online Survey  Interviews Users  Usability Tests© Convio, Inc. 5
  6. 6. What to do with your findings■ Synthesize and Build Consensus  Personas  Recommendations■ Identify the holes  Gap Analysis■ Iterate!  Enhance your site based on your research© Convio, Inc. 6
  7. 7. ADA’s Success Story ■ Background  Site launched in 2004 based on how the organization viewed itself  Siloed content and no engagement pathways© Convio, Inc. 7
  8. 8. Where we started: Research!■ Reviewed existing data  Search logs and basic web traffic metrics  Initial content inventory  Message boards■ Interviews and Surveys  In-person interviews with key internal stakeholders • Our content was not well-organized and there was too much of it • We don’t give people clear options or help them find what they need • Our site isn’t personal or engaging enough • Our site only facilitates one-way conversation© Convio, Inc.
  9. 9. More research!■ Discovery Workshop  Facilitated by our design firm (Siteworx) to build consensus on: • What ADA needed to succeed • What diabetes.org needed to succeed • Who should be served by diabetes.org • What our constituents want to do online • What online content and functionality helps them do what they want© Convio, Inc.
  10. 10. And more research! (Are you getting how important theresearch is yet?)■ Focus Groups and Card Sorts  3 sessions • Newly diagnosed, at risk or no relationship to diabetes • Lived with diabetes for at least 1 year • Call Center staff  Asked open-ended questions to determine needs, usage patterns, and willingness to interact with other users  Had participants sort 108 topic cards based on interviews, discovery workshops, etc. (i.e.: nutrition, exercise, discrimination, etc.)© Convio, Inc.
  11. 11. Creating our personas from research outcomes■ Three themes emerged in terms of what our audiences were looking for:  Managing diabetes  Food and nutrition  Engagement (i.e.: volunteer, give, etc.)■ That meant we needed to:  Focus our architecture, content and engagement opportunities on helping people manage diabetes and understanding food and nutrition as they pertain to the disease  Provide engagement opportunities that were contextual to the user’s experience on the site© Convio, Inc.
  12. 12. The people we want to engage■ Using the research, Convio developed 7 Constituent Personas to focus the web site redesign and additional marketing efforts moving forward Persona (noun) - Representative, fictional constituent character used to envision and test the new information architecture and visual design for the site© Convio, Inc.
  13. 13. Diana – Adult with Type 2 DiabetesDemographics "I know nothing about diabetes and I’m overwhelmed. I•43-years-old want to know what to do, what to eat and if it’s going•Middle income to get worse."•Works full time•Married, with 2 childrenDescription•Diana works full-time as a paralegal in a busy office. She’s also a full-time mom to an 8-year-olddaughter, 10-year-old son and 48-year-old husband.•Diana was recently diagnosed with Type 2 diabetes and is worried about all of the ways it willaffect her life, her job and her family.•She’s heard conflicting advice from her friends, family and various doctors about what sheshould and shouldn’t eat and how often she should monitor her blood sugar.•Diana hasn’t found a doctor she trusts and has questions about how to manage diabetes.Technological•Diana has a Blackberry she uses for work so she can always be available via email.•Being a busy mother of two, she doesn’t spend much time online for personal use – only a few minutes each night checking emails.•Diana also recently got a Facebook account so she could watch over her kids’ pages and also keep up with her friends.Needs•Being recently diagnosed and still struggling to manage diabetes, Diana wants to find practical ways she can change her lifestyle to keep the disease undercontrol.•She’s still learning how to eat and test and would benefit from hearing others’ experiences to help her determine what’s good, bad and normal.•Diana would like to know of some doctors in her area or some criteria to look for to help her find a good doctor.•She’s interested in knowing what her rights are at work too now that she’s been diagnosed so she can know who she should tell and how to tell them.•Diana wants to find ways to encourage a healthy lifestyle and eating habits for her children to prevent them from getting diabetes.Scenario•After work one evening, Diana is feeling a little icky and decides she’s not up to making dinner. She picks up a pizza for the family and gets a salad for herself.When she gets home, she tests her blood sugar and realizes its extra high so she gets online to find out what the cause might be. So many sites haveconflicting information that she really wants to talk to someone or hear opinions from others going through the same thing.© Convio, Inc.
  14. 14. Amanda - Parent Demographics “I’d like quick resources to share •47-years-old with my busy husband about how •Upper income to react in an emergency” •Works as a full time mom •Married, 3 kids Description •Amanda is a full time mom for her 3 kids, the oldest of which (Matthew) was just diagnosed with Type 1 diabetes at age 13. Her husband (Steve) works full-time as an architect. •Amanda’s father-in-law has Type 1 diabetes, but she is relatively unfamiliar with the disease and is still working out the kinks of what Matthew can eat and when to test his blood sugar. •Her husband works long hours and it’s been difficult for Amanda to educate him on the basics of taking care of Matthew. They have different styles of approaching the disease as Amanda tends to baby the kids and is always checking in on Matthew, where Steve would rather pretend everything’s okay. Technological •Amanda spends a lot of time on their high-speed Internet during the day, doing research on diabetes, checking email and reading news. •She doesn’t have a mobile device and isn’t interested in social networking sites. Needs •Amanda would love a support group of other parents like her so she can learn from their successes and mistakes and try to do best by Matthew. She’d also like to learn from others about how they’ve coped with tension in their marriages since she and Steve seem to disagree so often nowadays. •Since Matthew was just diagnosed, Amanda needs resources and talking points to use to inform his teachers and coaches at school about his disease. •She’d like straightforward, factual information about what foods Matthew can eat and when to test so she can develop a plan that works for them. •Amanda would also like quick resources and tip sheets she can use to educate Steve about what to do in case of an emergency and how to stay on track with their maintenance plan. Scenario •Feeling more and more confident about which foods Matthew does well with and which foods aren’t so good, Amanda decides to create a spreadsheet with a “Good” and “Bad” column so she can display it in the kitchen for Steve and the rest of the kids to use as a reference. Thinking there must be something like this already available so she wouldn’t have to start from scratch, she starts Googling for resources.© Convio, Inc.
  15. 15. Relationship Pathways■ After creating the personas, we needed to determine how each audience could reach our engagement points through our new site architecture and content■ Convio developed relationship pathways for each persona that we used to test our site during design© Convio, Inc.
  16. 16. Key eCRM Interactions Forms Tools Monetary Events Contact Ask the Form Expert Tour de Site Live Cure Register Chat Store Local Email My Food Purchase Event Register Advisor Donate Step Out Volunteer Message Form Boards Family Action Link Alert Engagement© Convio, Inc.
  17. 17. Diana – Adult with Type 2 Live Ask the Email Chat Expert Register Message My Food Boards Advisor Googles for Browses Message Visit 1: “diabetes recently through “Living diagnosed” with Diabetes” Boards Visits site for Browses through My Food Visit 2: info on what “Food and she can eat Fitness” Advisor “I know nothing about diabetes and I’m overwhelmed. I want to Visits site to browse Glad to find tips Emailknow what to do, what to through Message Visit 3: Boards and My on selecting a Registereat and if it’s going to get doctor Food Advisor worse." © Convio, Inc.
  18. 18. Amanda – Parent Message Family Donate Boards Link My Food Email Advisor Register Googles for Browses through Family Visit 1: “diabetes and “For Parents and school” Kids” Link Clicks on an Browses My Food Visit 2: email to see a “Food and new recipe Fitness” Advisor “I’d like quick resources to Visits the site to Reads through the Message Donate share with my busy Visit 3: find support from others Boards andhusband about how to react feels compelled in an emergency” © Convio, Inc.
  19. 19. Deeper Engagement■ Once someone decides to leave an email address and/or donation, what happens to continue the engagement experience?■ Based on how they interact with us, we put them on a conversion pathway through an email series • Series of 4-5 emails over a 31 day period aimed at increased engagement (larger/recurring gift, advocacy action, etc.)© Convio, Inc.
  20. 20. Deeper EngagementConversion Flow E-mail #1 E-mail #2 E-mail #3 E-mail #4 E-mail #5 (7 days) (14 days) (24 days) (31 days)     New Thank You Repeated Appeal Stewardship SecondAdvocates Auto- Thank You / Piece (i.e. appeal responder Campaign profile piece) with tell-a- Update / friend Tell-a-friend ■ Goal – convert Advocates to Donors • Need to ensure they aren’t already donors • Appeal based on the topic of the alert taken ■ Once Advocate becomes a Donor • Move to another communication segment • Appeals should be for larger and/or sustaining gifts © Convio, Inc.
  21. 21. Personas post-launch ■ Moving forward  The Personas will serve as a long-term tool for the life of the new diabetes.org  They can be used repeatedly for future decision-making to ensure a consistent, user-centered approach© Convio, Inc.
  22. 22. Three key takeaways■ Consider your 3-4 priority audience groups and document a description of each■ Circulate to all internal stakeholders to gather feedback and build consensus■ Apply each persona to your web site’s structure  Are there clear pathways for information each persona is seeking?  Are there relevant ways for each persona to engage that are prominent and natural?  Do you have a plan for following up with each group?© Convio, Inc. 22
  23. 23. Questions?Bethany Bauman Lacey KrugerAmerican Diabetes Association ConvioAssociate Director, eCRM Senior Information Architectbbauman@diabetes.org lkruger@convio.com 23© Convio, Inc. © 2008 Convio, Inc.
  24. 24. Text CNV112 to 30644 to take a quick survey about this session. Don’t forget to visit the Expert Lab!© Convio, Inc. © 2008 Convio, Inc.
  25. 25. Appendix – Additional Personasand Relationship Pathways 25© Convio, Inc. © 2008 Convio, Inc.
  26. 26. Julia – Young Adult with Type 1 Diabetes Demographics “I’m embarrassed to ask my •22-years-old doctor how much alcohol I can •Lower middle income drink with diabetes.” •Works full time •Single, no kids Description •Julia works full time as a school nurse. She’s had Type 1 diabetes for 7 years and takes care of many kids with diabetes. •She lives an active lifestyle, surrounded by supportive friends and family and has learned to live comfortably with her disease. •Julia is usually confident in her boundaries and limitations as a diabetic, but sometimes has questions she’s not comfortable asking her doctor. •Now that she’s financially independent, she’s learning how expensive her testing supplies can be. Technological •Julia doesn’t spend a ton of time online at work, but she does use her high-speed Internet at home to do research for work and for personal use after work as well. •She likes to search for recipes, read celebrity gossip and keep up with friends on Facebook. Needs •Julia is already comfortable with the basic facts about her disease but since college, she’s had questions about how well her system can handle alcohol. •She’d like to connect with other diabetics her age to hear about their experiences living active lifestyles with diabetes. She loves exercise and the outdoors and wants to know what kinds of limitations she should be aware of. •Julia would like to find opportunities to volunteer for diabetes research and possibly meet some new friends in the process. •She’d like to stay up to date and learn about the latest treatments and would also like to know how to get assistance for her supplies. •Being a school nurse, she’d also like information on how to help children with diabetes. Scenario •After her morning workout, Julia gets online to check her email. She subscribes to a runners magazine and gets updates about events in her area about once a month. She scans through the email, and then sees an event to raise money for diabetes research, which sparks her attention.© Convio, Inc.
  27. 27. Stephanie – Young CaregiverDemographics•26-years-old “I want to be supportive and help raise•Middle income awareness about diabetes and learn all I•Works full time can about the disease.”•Engaged to Mark, 32, who has Type 2 diabetesDescription•Stephanie works full time as a teacher. She and Mark, now engaged, have been dating since high school.•Since Mark’s diagnosis two years ago, they’ve been learning together about how he should eat, exercise andmonitor his blood sugar.•Stephanie tries her best to be supportive by cooking low carb meals and joining Mark as he exercises, but she’salso realized that she doesn’t have to live like she has diabetes just because Mark does.Technological•Stephanie uses high-speed Internet at work and at home, but doesn’t connect with a mobile device.•She spends lots of time online for work to help her plan lessons for school and keep her students informed ontheir class website.•She also stays in touch with her family and college friends via email, Twitter, Facebook and has recently starteda website for her and Mark’s wedding.Needs•Thanks to Mark’s doctor, Stephanie has access to a lot of information for people with diabetes. She needs information on how to be supportive for Markwithout letting diabetes consume her life.•Since she and Mark will be living together soon, Stephanie would also like access to some fun new recipes she can try that Mark can enjoy. She only has a fewin her repertoire right now and they’re starting to get a little boring.•Seeing how diabetes has affected Mark’s life and her own, Stephanie would love to find a creative way to support diabetes research, either through a localrun or coordinating it into their wedding somehow.Scenario•Just home from work, Stephanie gets online to make some updates to her wedding website. She also checks her email and scans a newsletter she gets weeklywith recipe ideas. Not seeing any recipes that are diabetes-friendly, she looks at some of her bookmarked recipe websites to find some ideas for what to makefor dinner tonight when Mark comes over.© Convio, Inc.
  28. 28. Garrett – Adult At-RiskDemographics “I’d like to know some specific warning signs•42-years-old of diabetes.”•Middle income•Works full time•Single, no kidsDescription•Garrett works full time as a database administrator. He works long hours and doesn’t have time forexercise or to think about healthy eating.•Garrett knows he’s overweight and at-risk for diabetes since both of his parents are diabetic.•He knows that some diabetes symptoms are fatigue, blurred vision and irritability, but because of his workconditions, he’s been suffering from all of these conditions for the past 5 years.Technological•Garrett is always online, whether on his iPhone, workstation or laptop at home.•He’s working most of the time, but also finds time for personal detours to check email, Facebook and playonline games.Needs•Since Garrett knows his risk level is high, he’d like to know about some more specific symptoms to watch for so he can be sure to take care of himself.•Even though he currently doesn’t exercise or eat healthily, he’d be willing to make a change if he knew about some easy ways to do so that would fit with hisbusy, workaholic lifestyle.•Since he’s already been affected by diabetes with both parents, Garrett would like to know about ways he can support diabetes research and get involved inthe community.Scenario•After a phone conversation with his Mom, Garrett is concerned about his risk of getting diabetes. He’s asked his Mom to email him some resources and shesends him several links about the warning signs to watch for and lifestyle changes to prevent diabetes. Garrett spends some time clicking through his Mom’slinks so he can ease both of their worries.© Convio, Inc.
  29. 29. Greg – Adult with Type 1 DiabetesDemographics “I’d like some hope that things•34-years-old will get easier in the future.”•Upper middle income•Works full time•Single, with 1 childDescription•Greg works full time as a financial analyst. He’s recently divorced and his wife takes care of his 3-year-old son.•He has had Type 1 diabetes since he was 17 and has learned to care for himself but has constantly suffered fromdepression.•He has also faced some discrimination at work. To avoid this, he often tries to ignore or forget about the disease andpretend like nothing is wrong, which results in dangerous highs and lows.•Greg’s ex-wife wanted him to consider anti-depressants or a support group to help him cope with the disease, butGreg could never find the time.Technological•Greg is always on his iPhone, either for work or texting with friends.•He has a high-speed Internet connection at home and goes online for several hours a day before and after work tocheck and update his Facebook page, monitor his stocks and his Fantasy sports teams.Needs•Greg needs to know that it’s okay to be depressed and frustrated about diabetes so he’ll be more comfortable expressing himself. He could also benefit froma private, anonymous venue where he can share his thoughts or even talk to someone knowledgeable via chat.•Greg needs to learn about simple ways to keep diabetes under control that won’t make him feel like an outsider so he will stop ignoring the disease.•He would also like to stay up to date about diabetes research and news to give him hope that life with diabetes may get easier. He’d definitely be interestedin supporting any legislation in favor of diabetes research, affordable healthcare, or making life in general easier for diabetics.Scenario•On the subway on the way home from work, Greg is reading the news and checking email on his iPhone. He’s signed up to get Google Alerts when diabetesappears in the news and receives an article about some new research that needs congressional support. Greg clicks to read the full article, then does a Googlesearch for how he can alert his congressman to vote in favor of this legislation.© Convio, Inc.
  30. 30. Nancy – Older CaregiverDemographics “Now that David’s getting older, I need to•64-years-old be prepared to care for him and know•Upper income what health risks to watch for.”•Retired•Married to David, 66, who has Type 2 diabetesDescription•Nancy and David are retired and David’s had Type 2 diabetes for 12 years.•David recently retired from his job as an attorney and his long hours didn’t allow him to devote enoughtime to losing weight and eating right like Nancy’s been encouraging him to do.•Nancy has read about long-term health effects of diabetes and is worried that David may be at risk forheart disease or kidney failure. She wants to know what she can do to help prevent it.Technological•Nancy spends a couple of hours online each day, keeping up with her grandkids through email andreading their family blogs.•She doesn’t connect with a mobile device and isn’t into social networking.Needs•Nancy needs information about what the health risks are for older adults with Type 2 diabetes and some techniques for educating David on what he can doto prevent these risks.•She’d like to be prepared to take care of David in any situation and wants to know what specific tasks would be required of her in any scenario.•Nancy needs to be knowledgeable about the signs and symptoms of all of these health risks and needs to know what kind of medical care David needs nowthat he’s getting older too.Scenario•After a day of golfing, David comes home and looks exhausted. Nancy gets him to check his blood sugar and they discover it’s extremely high. After calling thedoctor and making an appointment for the next day, Nancy gets online to search for “diabetes complications” so she can be prepared for any news they mayget at the doctor’s office.© Convio, Inc.
  31. 31. Julia – Young Adult with Type 1 Live Message Local Chat Boards Event Volunteer Email Form Register Googles for Comes to Live Visit 1: “alcohol and diabetes.org in diabetes” Food section Chat Visits site for Browses through Message Visit 2: info on “Living with testing supply Diabetes” Boards costs“I’m embarrassed to ask Clicks on an Browses Local my doctor how muchalcohol I can drink with Visit 3: email to find info “Community Event about an event Events” diabetes.” © Convio, Inc.
  32. 32. Stephanie – Young Caregiver Message Action Tour de Boards Alert Cure My Food Email Advisor Register Googles for Browses My Food Visit 1: “diabetes through “Food recipes” and Fitness” Advisor Visits site to Takes interest in Action Visit 2: look for more the “How to Help” recipes section Alert “I want to be supportive and help raise awareness Visits site for Learns about a “Tour de Cure” Tour deabout diabetes and learn all Visit 3: recipes and I can about the disease.” Message Boards event in her Cure area © Convio, Inc.
  33. 33. Garrett – Adult At-Risk My Food Action Step Advisor Alert Out Live Email Chat Register Clicks on a link Browses through My Food Visit 1: from his mom “Food and to “Prevention” Fitness” section Advisor Visits the site Takes interest Action Visit 2: for easy in “How you exercise tips can Help” Alert “I’d like to know somespecific warning signs of Receives ADA Sees promo diabetes.” email and visits for a “Step Step Visit 3: site to read an Out” event in Out article his area © Convio, Inc.
  34. 34. Greg – Adult with Type 1 Live Action Donate Chat Alert Message Email Boards Register Receives Browses Visit 1: Google Alert Action “Diabetes in email and clicks the News” Alert to read article Visits the site Finds good Message Visit 2: to check for info in “Living new news with Diabetes” Boards “I’d like some hope that Finds great Visits site again Donatethings will get easier in the advice on future.” Visit 3: for the Message dealing with Boards discrimination © Convio, Inc.
  35. 35. Nancy – Older Caregiver Message Live Chat Donate Boards Ask the Email Expert Register Browses Googles Ask the Visit 1: “diabetes “Complications” complications” and has Expert questions Visits the site Visit 2: to find Explores “Food Message healthy eating and Fitness” Boards tips “Now that David’s gettingolder, I need to be prepared Visits site Finds great to care for him and know concerned advice in the Donatewhat health risks to watch Visit 3: about a health Message for.” risk Boards © Convio, Inc.
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