Mad*Pow's Marli Mesibov and Jen Briselli talk about intelligent content and participatory design in a Mad*Pow webinar

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PREPARED BY
WHAT’S SO SMART ABOUT
INTELLIGENT CONTENT?
@JBRISELLI
@MARSINTHESTARS
July 12, 2016
Mad*Pow Webinar
Jen Briselli, Managing Director of Experience Design
Marli Mesibov, Managing Director of Content Strategy
Mad*Pow

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@jbriselli | @marsinthestars
Marli Mesibov
Managing Director, Content Strategy
Jen Briselli,
Managing Director, Experience Design

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WHO IS ALFRED?
It’s not just a name.

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@jbriselli | @marsinthestars
Who is Alfred?

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@jbriselli | @marsinthestars
Who is Alfred?

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@jbriselli | @marsinthestars
Who is Alfred?

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@jbriselli | @marsinthestars
Who is Alfred?

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@jbriselli | @marsinthestars
Who is Alfred?

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@jbriselli | @marsinthestars
Who is Alfred?

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Alfred anticipates your every need.
• He makes you feel cared for but not smothered.
• He knows what you need before you do.
• You trust him implicitly.
@jbriselli | @marsinthestars
Who is Alfred?
#BeAlfred

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“Make your customer the hero of your story.” –Ann
Handley, MarketingProfs
“The hero of your story should always be the
consumer.” –Jonah Sachs, Free Range Studios
Alfred makes Batman into a hero.
#BeAlfred
@jbriselli | @marsinthestars
Who is Alfred?

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TAKE A STEP BACK
Start with the Experience

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Mad*Pow is a design agency full of passionate
people, in a creative environment, delivering amazing
experiences for industry leading clients.
@jbriselli | @marsinthestars
Agency Overview
• Interaction & Visual Design
• Content Strategy & Creation
• Experience Strategy &
Service Design
• Research & Validation
• Digital Marketing Strategy
• Brand Development

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• Cyclical in nature
• Adapt to a client's needs
• Consistently learn & refine new
methods
• Educating & advocating as we go
@jbriselli | @marsinthestars
Our Human-Centered Design Process
DISCOVER SYNTHESIZE GENERATE FOCUS
Initial Insight Strategy /
Plan
Prototype
EVALUATE

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@jbriselli | @marsinthestars
Experience Design
“You’ve got to start with the customer experience
and work backwards to the technology.”
- Steve Jobs

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@jbriselli | @marsinthestars
Experience Design

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“Content strategy is planning for the creation,
delivery, and governance of usable, useful content.”
–Kristina Halvorson, Brain Traffic
@jbriselli | @marsinthestars
Content Strategy

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When we anticipate people’s needs, we do that
through:
• Speaking their language
• Offering valuable “just in time” information
• Semantic search
@jbriselli | @marsinthestars
Content Strategy

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The best practices we discovered for anticipatory
design come directly from best practices in
experience design and content strategy.
• Focus on context
• Beware over-personalization
• Ensure the user retains ultimate control
@jbriselli | @marsinthestars
Best Practices

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WHERE IS ALFRED?
Everybody’s (trying to) do it.

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• Focus on context
• Beware over-personalization
• Give the user ultimate control
Who’s doing it, and are they succeeding?
@jbriselli | @marsinthestars
Best Practices

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@jbriselli | @marsinthestars
Everyone wants to be Alfred.

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@jbriselli | @marsinthestars
Anticipating the user’s needs
• Highly contextual
Helpful!
• Sometimes over-
personalized.
Creepy!
• User has ultimate
control
Helpful!

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Semantic search connects words to meanings
Chosen based on context:
time of year and my
location.
Google also identified the
film that I was looking for.
I searched “movie devil
great trick.”
Google was able to
complete the quote based
off three words, and
connect video and text.
@jbriselli | @marsinthestars

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@jbriselli | @marsinthestars
Anticipating the user’s wants
• Somewhat contextual
Not expected
• Personalized shopping
Helpful!
• User has final control
Helpful!

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ANTICIPATORY DESIGN - AMAZON RECENT ITEMS
Amazon anticipates product searches
Related to history: other
items I have previously
viewed.
Chosen based on context:
time of year and my
location.
Personalized: a broader
selection of items I may
liked based on browsing
Related to history: other
items I have previously
viewed.

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@jbriselli | @marsinthestars
Anticipating the user’s preferences
• Not contextual
Frustrating!
• Highly personalized
Helpful!
• User does not have
control
Frustrating!

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@jbriselli | @marsinthestars
Anticipating the user’s concerns
• Not contextual
Not expected
• Not personalized
Not expected
• User has control
Helpful!

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A CASE STUDY
Making the magic happen.

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@jbriselli | @marsinthestars
The Goal
“We want to be the Amazon of our
industry. It’s time to really knock one out
of the park.”

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@jbriselli | @marsinthestars
Opportunities
• Stakeholders were excited for something new
• Users were actively asking for “Siri, but for
insurance”
• Insurance is confusing!
• No one has done it before

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@jbriselli | @marsinthestars
Constraints
• We had minimal data
• We didn’t have Google’s “black box” or Netflix’s
numerous data engineers
• Insurance users worry about how secure their
information is; if we over-personalized we risked
losing their trust

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@jbriselli | @marsinthestars
Project steps
1. Discover what members want.
“Anticipate my needs” is a broad
realm
2. Synthesize the key scenarios
3. Generate formats and design
4. Focus on the user “actions”
(Spreadsheet mania!)
DISCOVER SYNTHESIZE GENERATE FOCUS
Initial Insight Strategy /
Plan
Prototype
EVALUATE

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@jbriselli | @marsinthestars
Step 1: Discover. What do members want?

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@jbriselli | @marsinthestars
Step 1: Discover. What do members want?

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@jbriselli | @marsinthestars
CONTEXT
PERSONALIZATION
CONTROL
Step 1: Discover. What do members want?

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@jbriselli | @marsinthestars
Step 2: Synthesize. Explore the key scenarios
Reasons a member might be on the site:
• They receive an email prompting them to log in &
activate their coverage
• They want to know how much something will cost
• They need to refill a prescription
• They need to register a PCP to get a referral
• They got a bill or statement they don’t understand

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@jbriselli | @marsinthestars
Step 3: Generate. Design the format

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@jbriselli | @marsinthestars
Step 3: Generate. Design the format

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@jbriselli | @marsinthestars
Step 4: Focus. Collect the member “actions”
An action is:
Something a member does
• Log in
• Update information
• View a claim
• Go to a doctor’s
appointment
• Change jobs
Something the organization does
• Process a claim
• Send a bill
• Accept a payment
• Identify upcoming
important dates
• Make suggestions

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@jbriselli | @marsinthestars
Find actions by:
• Reviewing analytics
• Brainstorming with the team
• Talking to the dev team
Step 4: Focus. Collect the member “actions”

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@jbriselli | @marsinthestars
FIVE SPREADSHEETS, AND WE’RE JUST GETTING
STARTED!
Step 4: Focus. Collect the member “actions”

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@jbriselli | @marsinthestars
The Business Rules are defined by:
• All the actions
• What “triggers” (causes) each action to occur?
• The best triggers are the ones we can control or easily
access
• Triggers must be recognizable by the system
• Prioritization of each action and each trigger
Step 4: Focus. Collect the member “actions”

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DO TRY THIS AT HOME
Anticipate customer retention.

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@jbriselli | @marsinthestars
Make your user a hero
You have the power.
• You don’t need a huge team
• You don’t need Google’s black box
• You need motivation, organization, and a
human-centered perspective

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@jbriselli | @marsinthestars
Make your user a hero

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@jbriselli | @marsinthestars
Thank you!
Marli Mesibov
Managing Director, Content Strategy
mmesibov@madpow.com
Jen Briselli,
Managing Director, Experience Design
jbriselli@madpow.com