Physician Know Thy Customers

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

[object Object],Defining Experiences that Meet Users’ Needs

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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

[object Object],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.

[object Object],What is User Experience? Users perform Tasks to achieve their Goals Users interact with features and functions in your products, Websites, applications, and devices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],User

A Good User Experience is Intentional ,[object Object],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

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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Our Task ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ The problem with ‘quick and dirty,’…is that ‘dirty’ is remembered long after ‘quick’ is forgotten.” ___Steve McConnell, Software Project Survival Guide

Interviews and Such ,[object Object],[object Object]

User Profiles Purpose and Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

User Profiles (summary) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Imagist r adiologist, anesthesiologist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Imagist r adiologist, anesthesiologist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Empathist Radioncologist, OB/GYN, cardiologist, urologist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Empathist Radioncologist, OB/GYN, cardiologist, urologist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Financialist Administrator (often director of a department), CFO, purchaser ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Technologist Sonographer, mammographer, RT, MTA, MTRA, anesthesia nurse, physicist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Technologist Sonographer, mammographer, RT, MTA, MTRA, anesthesia nurse, physicist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Maintainist Med tech, engineers, IT/system administrators ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Insider Sales, demo, applications support, trainer, marketing, software developer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Generalist Referring physician, patient ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Externalist Academics, competition ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Putting It All Together

Physician Know Thy Customers

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Physician Know Thy Customers