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[Case Study] Physician, Know Thy User: Using Personas to Target Content and Usability

Presented by Joe Sokohl at Documentation and Training Life Sciences, June 23-26, 208 in Indianapolis. Ever have a project fail? You met with your project team, you talked with the customer, you reviewed technical requirements. But did you talk to your users? Just as one diagnosis doesn’t fit all patients, one application’s approach doesn’t work for all users. Know who accesses your information and uses your applications. Only then choose your features. Using a case study of a multinational project covering four countries, 10 business units, and tens of thousands of content elements, we’ll explore personas, scenarios, and other user-centered techniques. We’ll look at identifying users as well as segregating content according to users and regulatory needs. What was involved in this cases study? First we analyzed the 10 business units and their approaches and definitions of business goals. Next we analyzed industry standards for medical devices and their usage. But that wasn’t enough. We interviewed 40 people in 4 countries, and created an information architecture prototype. We then tested this prototype in hospitals, doctors’ offices, and on site where medical devices were in use. Based on this contextual inquiry, we refined the architecture and our understanding of the users. Decisions were then made on what type of content would be both appropriate and legal for each user and in each country. Only with a solid understanding of the users and their goals could we define a flexible, extensible, and usable information and content architecture.

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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
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[Case Study] Physician, Know Thy User: Using Personas to Target Content and Usability

  • 1. Physician, Know Thy User! Using Personas to Target Content and Usability Joe Sokohl DocTrain Life Sciences June 2008
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  • 8. 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.
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  • 27. Q & A Questions? Thank You!
  • 28. Questions / Feedback Thank You! Keane Corporate Headquarters 210 Porter Drive, Suite 315, San Ramon, CA 94583 Main: 925.838.8600 Toll free: 877.88. KEANE www. keane .com Joe Sokohl [email_address] Australia | Canada | France | India | New Zealand | Singapore | Switzerland | United Arab Emirates | United Kingdom | United States