Physician, Know Thy User! Using Personas to Target Content and Usability Joe Sokohl DocTrain Life Sciences June 2008

User Experience Design Solutions Defining Experiences that Meet Users’ Needs

User Experience Design Solutions

Employ established, industry-standard user-centered design (UCD) techniques to: Understand users’ goals and objectives Research, observe, and interview users to analyze and prioritize their needs Plan and design high-quality experiences that enable user and business success Apply a philosophy of continuous improvement to rapid design iterations Prioritize smaller initial investments to yield user and business insights that guide long-term user experience implementation and management strategy A UCD Approach Product Design Team Business BAs, SMEs Users User-Centered Design Team Information Architects, Visual Designers, Web Developers, Technical Writers Architects, Engineers “ You can use an eraser on the drafting table or a sledge hammer on the construction site.” — Frank Lloyd Wright

Employ established, industry-standard user-centered design (UCD) techniques to:

Understand users’ goals and objectives

Research, observe, and interview users to analyze and prioritize their needs

Plan and design high-quality experiences that enable user and business success

Apply a philosophy of continuous improvement to rapid design iterations

Prioritize smaller initial investments to yield user and business insights that guide long-term user experience implementation and management strategy

User personas and scenarios aggregate key findings of user research to describe “real people” and how they will use the future application. Instead of mere system abstractions, they describe complex functionality in a way both system developers and client stakeholders can understand. People-Based Design Personas Fictionalized representations of real user groups upon which application design decisions can be based, personas include descriptions of users’ goals, pressures and pain points, work environment, critical requirements of the site, key opportunities to address those requirements, and other contextual information. Scenarios A critical first step in translating personas into detailed design insight, scenarios demonstrate key tasks that target users need to perform when interacting with the system, and describe at a high level how the system will help users accomplish those tasks.

User personas and scenarios aggregate key findings of user research to describe “real people” and how they will use the future application. Instead of mere system abstractions, they describe complex functionality in a way both system developers and client stakeholders can understand.

“… all aspects of the user’s interaction with a company, its services, and its products.” What is User Experience? Users perform Tasks to achieve their Goals Users interact with features and functions in your products, Websites, applications, and devices Positive Experience Loyalty Increased sales Referrals Brand enhancement Negative Experience Dissatisfaction Loss of business “ Stay-away” word of mouth Brand deterioration Expectations Frame the Experience Users filter their experience through Brand perception Prior experience User

“… all aspects of the user’s interaction with a company, its services, and its products.”

Positive Experience

Loyalty

Increased sales

Referrals

Brand enhancement

Negative Experience

Dissatisfaction

Loss of business

“ Stay-away” word of mouth

Brand deterioration

Expectations Frame the Experience

Users filter their experience through

Brand perception

Prior experience

A Good User Experience is Intentional If you go to a fine French restaurant, you park your car , go inside , and order food from a human being who brings the food to you. If you go to McDonald's, you park your car , go inside , and order food from a human being who brings the food to you. The dining experience , however, is vastly different. The quality of food also plays a factor. But even if both restaurants served the same fare, it is the overall experience that will ultimately satisfy users and make the experience a pleasurable one . – Alan Cooper

If you go to a fine French restaurant, you park your car , go inside , and order food from a human being who brings the food to you. If you go to McDonald's, you park your car , go inside , and order food from a human being who brings the food to you.

Using Research to Define the User Case Study

Using Research to Define the User

What the Project Was All About With the integration of the various business divisions into one digital portal, Icon Medialab helped the customer provide a wide range of services to assist healthcare professionals in better serving patients. These services include training, education, consulting and access to clinical protocols, as well as a guide to products that helps healthcare professionals accomplish their clinical and business goals. The uniqueness of this special B-to-B e-commerce site was marked by state-of-the art information service; a wide range of clinical product specification; and easy support, pricing and ordering. Icon Medialab would support the client's existing brand strategy by focusing strongly on the users as well as clear usability.

Methodology Existing information Cooper Research CT Web study BCG workshops Interviews 43 interviews 10 GGs plus Women‘s Health 4 countries Predominately face-to-face More than 50 hours of interviews Heuristics How do people use the Internet? How do people interact with information sources?

Existing information

Cooper Research

CT Web study

BCG workshops

Interviews

43 interviews

10 GGs plus Women‘s Health

4 countries

Predominately face-to-face

More than 50 hours of interviews

Heuristics

How do people use the Internet?

How do people interact with information sources?

Our Task Constraints Time Materials Expectations Politics Cooperation Speed of reaction from GGs Multiple offices of multiple companies “ The problem with ‘quick and dirty,’…is that ‘dirty’ is remembered long after ‘quick’ is forgotten.” ___Steve McConnell, Software Project Survival Guide

Constraints

Time

Materials

Expectations

Politics

Cooperation

Speed of reaction from GGs

Multiple offices of multiple companies

Interviews and Such “ I still hear far too much dogmatism about what people really ‘want,’ what they ‘believe,’ or how they ‘really’ behave, but I see very little data. It doesn’t take much data....[Jakob Nielsen says that] three to five people will give you enough for most purposes. But they need to be real people, doing real activities. Don’t speculate. Don’t argue. Observe.” ___Don Norman, “Affordance, Conventions, and Design” interactions May/June 1999

“ I still hear far too much dogmatism about what people really ‘want,’ what they ‘believe,’ or how they ‘really’ behave, but I see very little data. It doesn’t take much data....[Jakob Nielsen says that] three to five people will give you enough for most purposes. But they need to be real people, doing real activities. Don’t speculate. Don’t argue. Observe.”

___Don Norman, “Affordance, Conventions, and Design” interactions May/June 1999

User Profiles Purpose and Goals Create archetypes of people to achieve understanding for— Interaction design Concept development Visual design Goal-reaching Use these profiles to— Achieve agreement on who is using the site Create use case model survey (high-level use cases) Achieve agreement on the use case model survey Create information architecture that leads to navigation design Ensure throughout development that all features meet key goals of key users

Create archetypes of people to achieve understanding for—

Interaction design

Concept development

Visual design

Goal-reaching

Use these profiles to—

Achieve agreement on who is using the site

Create use case model survey (high-level use cases)

Achieve agreement on the use case model survey

Create information architecture that leads to navigation design

Ensure throughout development that all features meet key goals of key users

User Profiles (summary) The Imagist Radiologist, anesthesiologist The Empathist Radioncologist, OB/GYN, oncologist, cardiologist, urologist The Financialist Administrator (often director of a department), CFO, purchaser The Technologist Sonographer, mammographer, radiation therapist, medical technical assistant (MTA), medical technical radiology assistant (MTRA), anesthesia nurse The Physicist Physicist The Maintainist Med tech, engineers, IT/system administrators The Insider Sales, demo, applications support, trainer, marketing, software developer The Generalist Referring physician, patient

The Imagist

Radiologist, anesthesiologist

The Empathist

Radioncologist, OB/GYN, oncologist, cardiologist, urologist

The Financialist

Administrator (often director of a department), CFO, purchaser

The Technologist

Sonographer, mammographer, radiation therapist, medical technical assistant (MTA), medical technical radiology assistant (MTRA), anesthesia nurse

The Physicist

Physicist

The Maintainist

Med tech, engineers, IT/system administrators

The Insider

Sales, demo, applications support, trainer, marketing, software developer

The Generalist

Referring physician, patient

Imagist r adiologist, anesthesiologist Attributes & Attitudes Highly educated and focused Focused on own specialty Technically aware High visual analysis capacity Technical, not personal focus Self-centered, self-assured Pragmatic Social skills not primary focus—little continual patient contact Competitive Short attention span

Attributes & Attitudes

Highly educated and focused

Focused on own specialty

Technically aware

High visual analysis capacity

Technical, not personal focus

Self-centered, self-assured

Pragmatic

Social skills not primary focus—little continual patient contact

Competitive

Short attention span

Imagist r adiologist, anesthesiologist Information Needs & eSelling Impact Clinical & imaging practices Product information concentrating on new features and capabilities (differentiation) Narrow, known-item searching Conferences, courses, literature Quick-loading pages very important Publishing possibilities interesting Not interested in chat or interactive features Not interested in technology for technology‘s sake

Information Needs & eSelling Impact

Clinical & imaging practices

Product information concentrating on new features and capabilities (differentiation)

Narrow, known-item searching

Conferences, courses, literature

Quick-loading pages very important

Publishing possibilities interesting

Not interested in chat or interactive features

Not interested in technology for technology‘s sake

Empathist Radioncologist, OB/GYN, cardiologist, urologist Attributes & Attributes Highly educated Patient focused Long hours Long-term patient contact Science as art concept (RO)

Attributes & Attributes

Highly educated

Patient focused

Long hours

Long-term patient contact

Science as art concept (RO)

Empathist Radioncologist, OB/GYN, cardiologist, urologist Information Needs & eSelling Impact Interested in downloadables for patients Long hours mean little time for browsing Chat/interactive interesting as a recommendation for patients, not for self-education Ongoing professional development needed Clinical & imaging practices Product information concentrating on new features and capabilities (differentiation) Conferences, courses, literature

Information Needs & eSelling Impact

Interested in downloadables for patients

Long hours mean little time for browsing

Chat/interactive interesting as a recommendation for patients, not for self-education

Ongoing professional development needed

Clinical & imaging practices

Product information concentrating on new features and capabilities (differentiation)

Conferences, courses, literature

Financialist Administrator (often director of a department), CFO, purchaser Attributes & Attitudes Highly educated in broad sense (MBA/MHA as well as often clinical background) Tough, matter-of-fact, can be pushy Overtime and rarely a moment to rest Budgetary, planning, problem-solving, and communication skills Decisive multitasker Strong management skills Interested in price/value, not features, of products Might manage the team that investigates new equipment

Attributes & Attitudes

Highly educated in broad sense (MBA/MHA as well as often clinical background)

Tough, matter-of-fact, can be pushy

Overtime and rarely a moment to rest

Budgetary, planning, problem-solving, and communication skills

Decisive multitasker

Strong management skills

Interested in price/value, not features, of products

Might manage the team that investigates new equipment

Financialist Administrator (often director of a department), CFO, purchaser Information Needs & eSelling Impact Pricing and features comparisons Contact & company info Trends in helathcare admin Logistics Equipment lifecyle, patient throughput, uptime, spare parts, upgrade Chat/interactive not needed, but personal relationship important Information visualization must be clear Data-rich environment OK.

Information Needs & eSelling Impact

Pricing and features comparisons

Contact & company info

Trends in helathcare admin

Logistics

Equipment lifecyle, patient throughput, uptime, spare parts, upgrade

Chat/interactive not needed, but personal relationship important

Information visualization must be clear

Data-rich environment OK.

Technologist Sonographer, mammographer, RT, MTA, MTRA, anesthesia nurse, physicist Attributes & Attitudes Mostly female High social & interpersonal skills—first contact with patient Technically oriented Product specialist—learn about new methods Ease of use key Attention to detail Fast workflow key Automated processes important Lots of standing Work according to schedules Rarely has own workspace other than the equipment room

Attributes & Attitudes

Mostly female

High social & interpersonal skills—first contact with patient

Technically oriented

Product specialist—learn about new methods

Ease of use key

Attention to detail

Fast workflow key

Automated processes important

Lots of standing

Work according to schedules

Rarely has own workspace other than the equipment room

Technologist Sonographer, mammographer, RT, MTA, MTRA, anesthesia nurse, physicist Information Needs & eSelling Impact Need for alternative training channels Conferences usually in not-so-great places (contrast to Imagist/Empathist) Product info (procedural, tips, techniques) and shared experiences by other users Teach and inform patients Rare to have Internet access in work environment. Can have home access

Information Needs & eSelling Impact

Need for alternative training channels

Conferences usually in not-so-great places (contrast to Imagist/Empathist)

Product info (procedural, tips, techniques) and shared experiences by other users

Teach and inform patients

Rare to have Internet access in work environment. Can have home access

Maintainist Med tech, engineers, IT/system administrators Attributes & Attitudes Mostly male, technical/ engineering background Interfaces with service entities Follows documentation and regulatory documents Rare patient contact Generates statistics and analysis for equipment lifecycle history Information Needs & eSelling Impact New equipment, options, upgrade news Information on recalls and technical issues (FAQs) Contact information

Attributes & Attitudes

Mostly male, technical/ engineering background

Interfaces with service entities

Follows documentation and regulatory documents

Rare patient contact

Generates statistics and analysis for equipment lifecycle history

Information Needs & eSelling Impact

New equipment, options, upgrade news

Information on recalls and technical issues (FAQs)

Contact information

Insider Sales, demo, applications support, trainer, marketing, software developer Attributes & Attitudes Wide background, usually university educated Often sales or marketing background/experience Interfaces with service entities on lifecycle issues, specialists and technologists during product evaluation, and financialists during sales negotiations Follows documentation and regulatory documents Rare patient contact Strong interpersonal skills Information Needs & eSelling Impact Product and clinical information to provide to customers Regulated, scheduled life leaves little time for browsing and experiential learning Contact information updated Tools to help shorten sales or demo lifecycle

Attributes & Attitudes

Wide background, usually university educated

Often sales or marketing background/experience

Interfaces with service entities on lifecycle issues, specialists and technologists during product evaluation, and financialists during sales negotiations

Follows documentation and regulatory documents

Rare patient contact

Strong interpersonal skills

Information Needs & eSelling Impact

Product and clinical information to provide to customers

Regulated, scheduled life leaves little time for browsing and experiential learning

Contact information updated

Tools to help shorten sales or demo lifecycle

Generalist Referring physician, patient Attributes & Attitudes Strong interpersonal skills Physician concerned about patient‘s experience with specialists Longer-term doctor-patient relationship Information Needs & eSelling Impact Clinical information to provide to patients, who need understandable information in stressful situations Secondary, browsing interest in other fields Information about health care administration and costs Limited overall Internet experience, ability, and connection. Therefore, information needs to be directed, easy to access, and clear.

Attributes & Attitudes

Strong interpersonal skills

Physician concerned about patient‘s experience with specialists

Longer-term doctor-patient relationship

Information Needs & eSelling Impact

Clinical information to provide to patients, who need understandable information in stressful situations

Secondary, browsing interest in other fields

Information about health care administration and costs

Limited overall Internet experience, ability, and connection. Therefore, information needs to be directed, easy to access, and clear.

Externalist Academics, competition Attributes & Attitudes Academics are skeptical Patients and their families are focused on the illness at hand Information Needs & eSelling Impact Clinical information from a general standpoint

Attributes & Attitudes

Academics are skeptical

Patients and their families are focused on the illness at hand

Information Needs & eSelling Impact

Clinical information from a general standpoint

Impact of Good Research Putting It All Together

Impact of Good Research

Q & A Questions? Thank You!

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