Sustaining Consumer Engagement

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Sustaining Consumer Engagement

  1. 1. Sustaining Consumer Engagement What are Humana’s next steps? David Thomas, CUA User Centered Design - Marketing New Media Flickr Credit: jmhdezhdez
  2. 2. Sustaining Consumer Engagement What are Humana’s next steps? 1. Objective 2. What MNM-UCD is Doing w/ Consumers - Explanation of User Experience / Usability 3. Consumer Engagement What are the benefits? 4. Our Opportunity Some things to consider. 5. Discussion! Flickr Credit: jmhdezhdez
  3. 3. 1. Objective • Educate you about User Centered Design (UCD) • Inspire you to find new ways to sustain engagement when you communicate to consumers • Share and collaborate these ideas across Marketing Flickr Credit: Dalla*
  4. 4. 2. What MNM-UCD is Doing w/ Consumers User Experience & Usability Testing Flickr Credit: Dalla*
  5. 5. What is User Experience (UX)? The overall experience and satisfaction a user has when using a product or system. *Usability is a tactic of delivering the UX. Typical UX Outputs » Flickr Credit: = xAv =
  6. 6. 1. User Centered Analysis (UCA) The use of objective data gathering techniques to develop a clear understanding of how users think, behave, and approach a Website or application. (Typical techniques include: user profiling, data gathering, scenarios, focus groups, or card sorting) Flickr Credit: Pezy Product Innovation
  7. 7. UCA - Examples
  8. 8. 2. Information Architecture (IA) The information flow of a system including all variations. (Typically either a flowchart for an application, or a site map of page hierarchy for a website.) Flickr Credit: Paul Watson
  9. 9. IA - Examples Site Map Flowchart & Site Map (Hybrid)
  10. 10. 3. Wireframes A basic visual guide used to suggest the structure of an interface and relationships between its pages. Flickr Credit: activeside
  11. 11. Wireframe - Examples
  12. 12. Wireframe - Examples Home About Health Reform Feedback :: Health Reform Logo Stay Connected Watch Video Take a Survey Send a Letter What is healthcare reform and why do we need it? Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum. Email to a friend » You now have an excuse to continue the conversation about health reform. Embedded YouTube Video Give us feedback » You now have an excuse to continue the conversation about health reform. Share Digg del.icio.us Facebook II Reddit Read Transcript: On-line or Download Stay connected Sign Up Email Join our email list and learn how you can get involved and continue the conversation around the Join our email list ZIP world. Read our privacy policy » Join Send a letter to Congress Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat Picture nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt. Send a Letter Tell us what you think? Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat Picture nulla pariatur. Excepteur sint occaecat cupidatat non proident. Take a Survey Site Map Terms of Use Internet Privacy Statement © 2009 Humana
  13. 13. 4. User Interface (UI or GUI) Actual look & feel of the page design. This includes: formatting, colors, font styles, borders, buttons, containers, images, etc. Flickr Credit: sunshiny
  14. 14. UI - Examples
  15. 15. UI - Examples
  16. 16. 5. Functional Specifications A detailed document outlining the expected interaction and functional elements of the final user interface design. Flickr Credit: Alex Grabau
  17. 17. Functional Spec - Examples
  18. 18. What is Usability Testing? Usability is a qualitative attribute that assesses how easy user interfaces are to use. 5 areas to measure »
  19. 19. 1. Learnability How easy is it for users to accomplish basic tasks the first time they encounter the design?
  20. 20. 2. Efficiency Once users have learned the design, how quickly can they perform tasks?
  21. 21. 3. Memorability When users return to the design after a period of not using it, how easily can they re-establish proficiency?
  22. 22. 4. Errors How many errors do users make, how severe are these errors, and how easily can they recover from the errors?
  23. 23. 5. Satisfaction How pleasant is it to use the design?
  24. 24. 3. Consumer Engagement What are the benefits? Flickr Credit: SueSue2
  25. 25. Keeps people interested Flickr Credit: lover1969
  26. 26. Helps retain customers Flickr Credit: paulpablopawel
  27. 27. Chance to provide guidance
  28. 28. Understand what user’s prefer Flickr Credit: pinkangelbabe
  29. 29. Encourages brand loyalty Flickr Credit: pinkangelbabe
  30. 30. Improves transparency Flickr Credit: Kevin Steele
  31. 31. Creates a conversation & dialogue Flickr Credit: Kevin Steele
  32. 32. Builds Trust Flickr Credit: Jake T
  33. 33. Benefits to Engagement 1. Keep people interested 2. Help retain customers 3. Provide additional guidance 4. Understand what user’s prefer 5. Encourage brand loyalty 6. Improve transparency 7. Create a conversation & dialogue 8. Build trust Flickr Credit: Photoma’s World
  34. 34. 4. Our Opportunity Deepen the connection with the consumer and bring untapped revenue to the surface. Flickr Credit: Lisa Randolph
  35. 35. What Can Marketing Do To Engage Consumers? Flickr Credit: Photoma’s World
  36. 36. 1. Integrate into daily routine and lifestyle Flickr Credit: Will C.
  37. 37. 2. Build a community online/offline Flickr Credit: Miss History
  38. 38. 3. Develop real-time communication Flickr Credit: sparktography
  39. 39. 4. Turn consumers into advocates and evangelists. Flickr Credit: theparadigmshifter
  40. 40. Let’s have a Discussion! Flickr Credit: Photoma’s World
  41. 41. Benefits to Engagement: 1. Keep people interested 2. Help retain customers 3. Provide additional guidance 4. Understand what user’s prefer 5. Encourage brand loyalty 6. Improve transparency 7. Create a conversation & dialogue 8. Build trust Flickr Credit: Photoma’s World
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