Expand the Bandwidth of your Experience Design Team

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John Bahl, Head of Online Product Design for Aetna\'s Health Strategy Group, presents best practices for cost-effectively engaging full-time employees, contractors, and agencies in a way that fits with your always changing needs.

Video of this presentation is available here: http://www.madpow.net/events/Breakfast_10-21-08/_src/eHealth/MPBreakfast_10-21_eHealth.html

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Expand the Bandwidth of your Experience Design Team

  1. 1. Expand the Bandwidth of your Experience Design Team Aetna eHealth, “New” Technology, & Member Experience John Bahl Head - eHealth Online Product Design 10/21/2008
  2. 2. Agenda <ul><li>Introduce eHealth Online Product Design </li></ul><ul><li>eHealth Online Product Design Process </li></ul><ul><li>Review Project Examples </li></ul><ul><li>SmartSource & Mad*Pow: The Path to Success </li></ul><ul><li>Benefits of Mad*Pow Collaboration </li></ul><ul><li>Changes to Support Growth </li></ul><ul><li>Resource Planning & Selection </li></ul>
  3. 3. eHealth Online Product Design <ul><li>We define and design the online components of Aetna’s product offerings, with an emphasis on the Aetna member/consumer. </li></ul><ul><li>Our online solutions are unique and relevant and created in context of the business strategy, supporting technology, brand guidelines, and most importantly, the needs of the end user. </li></ul><ul><li>We make it easy for users to find what they need, while presenting information in a lively, compelling and enticing format. </li></ul>
  4. 4. eHealth Online Product Design - Staff <ul><li>Experienced writers & editors who deliver accessible health related content for the web medium </li></ul><ul><li>Knowledgeable user experience (UX) designers who define the information layout and navigation for the end user </li></ul><ul><li>Talented graphic designers who apply innovative visual design to web pages and online tools that make the user experience come to life </li></ul><ul><li>Seasoned usability consultants who ensure that all on-line solutions are lab-tested with end users and easy-to-use </li></ul>
  5. 5. eHealth Online Product Design - Process Phase I Project Engagement - Project Need/Innovation - Discovery Meeting - Proposal/SOW - Engagement Decision Made - Resources Assigned - Kick Off Meeting - Business Goals & Metrics - Project Scoping & Planning - Project Vision Document - Technology Discussion - Usability Strategy Phase II UX Definition: - User Research & Analysis - User Personas Creation - Market Research & Competitive Analysis - Baseline Business Req’s - Task Flow Analysis - Information Architecture & Content Strategy/Template - Directional Interface Design - Design Milestone A - Wireframing (Key Screens) - Usability Studies - APLC Phases 1,2,3 Begin <ul><li>Phase IV </li></ul><ul><li>Development Handoff & Support: </li></ul><ul><li>- HTML Templates, Flash, CSS, & Graphics Handoff </li></ul><ul><li>- Final Content Delivery for Product* </li></ul><ul><li>- Development Documentation </li></ul><ul><li>- Final Business Req’s </li></ul><ul><li>- APLC Phase 5 Begins </li></ul><ul><li>- Ad Hoc Dev Team Support </li></ul><ul><li>- Staging </li></ul><ul><li>- Design Milestone C </li></ul><ul><li>- Production </li></ul><ul><li>Design Milestone D </li></ul><ul><li>*See Aetna E-Health Content Creation Process for further clarification </li></ul>Phase III Visual Design & Prototyping - Content Creation - Creative Brief - Brand Guideline Review - Competitive Visual Analysis - Visual Interface Design - Brand Checkpoint - Visual Design Extension - Prototyping - Usability Testing - Prototype Refinement - Refined Business Req’s - Design Milestone B - APLC Phase 4 Begins
  6. 6. Aetna Showcase – Cost Module
  7. 7. Aetna InteliHealth – Interactive Tools
  8. 8. Simple Steps Dental – Interactive Tools
  9. 9. Reawakening Center – Interactive Tools
  10. 10. Aetna SmartSource
  11. 11. SmartSource & Mad*Pow: The Path to Success <ul><li>Innovative products were getting Aetna attention in the marketplace </li></ul><ul><li>Sr. Management wanted to continue releasing one innovative product per year </li></ul><ul><li>User centered design approach was not yet valued in the organization </li></ul><ul><li>Team short on resources </li></ul><ul><li>Had a concept but needed to realize vision via a prototype in short order </li></ul><ul><li>Knew that this would require some fresh vision </li></ul><ul><li>Got a call from Mad*Pow </li></ul>
  12. 12. SmartSource & Mad*Pow: The Path to Success <ul><li>Stealthy vision prototype – 2 months: Speed, commitment to excellence and partnership approach </li></ul><ul><li>Road-show to demo to Sr. Management </li></ul><ul><li>Budget won – 7 months to market </li></ul><ul><li>Project extremely successful </li></ul><ul><li>Increased notoriety in the organization for great design and innovative products </li></ul><ul><li>More demand for work – Needed solid process </li></ul><ul><li>Process design initiative with Mad*Pow </li></ul><ul><li>Partnership with Mad*Pow on strategic projects </li></ul>
  13. 13. Unified Member Messaging
  14. 14. Benefits of Mad*Pow Collaboration <ul><li>Renewed emphasis on user experience design and rapid/iterative design approach </li></ul><ul><li>New process to support the team </li></ul><ul><li>Getting ahead of project scoping activities with online design activities greatly increases the likelihood of project success – buy-in sooner, accelerated requirements definition, a vision is “etched” in the minds of those controlling the purse strings </li></ul>
  15. 15. Benefits of Mad*Pow Collaboration <ul><li>Prototypes and demos communicate vision and strategy to senior management unlike anything else </li></ul><ul><li>eHealth is now known as the “innovators” largely because of our ability to demonstrate concepts/vision in new and engaging ways </li></ul><ul><li>Working with Mad*Pow was a catalyst for our success! </li></ul>
  16. 16. Changes to Support Growth <ul><li>Collaboration with HR: New job titles and career paths for UX designers, visual designers, and usability consultants </li></ul><ul><li>Training: Training existing resources to strengthen, enhance, and extend their skill-set </li></ul><ul><li>Creating New Roles: Emphasis on doing more with design resources – meaning making them self sufficient prototypers. Flash, Java, Ajax, .Net. Because of staffing decisions, we have been able to create a one-stop-shop. And in some cases, do not have to depend on internal IT </li></ul>
  17. 17. Changes to Support Growth <ul><li>Communication with Other Teams: Education for technical project teams – dev’rs don’t make good visual designers! </li></ul><ul><li>New Process: Released and evolving </li></ul>
  18. 18. Resource Planning & Selection <ul><li>Resource Planning: Project needs and resource requirements are tracked to understand staffing needs for the year </li></ul><ul><li>New Hires: Hiring to fill gaps. Using industry organizations and events to find UX talent </li></ul><ul><li>Contractors: Used on a trial basis before hiring or when there is a medium term need for staff growth </li></ul><ul><li>Agencies: Mad*Pow available via emergency phone to help fill gaps </li></ul>
  19. 19. Thank you! <ul><li>Any questions for me? </li></ul><ul><li>What growth challenges are you facing and how are you solving them? </li></ul>

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