Presented by Drew Diskin, MS   © Drew Diskin
How do we relatestimuli and prompts in the real world and digitally…
What we wantEaseSpeedConvenience
What we needTimelyRelevantValuable
How is digital different from thereal world? It’s NOT. Real world              Digital How I am treated       Navigation...
Ironies and OpportunitiesHopkins Medicine
Physical reality The Johns Hopkins  Hospital & Health System  2,000,000+ patients treated p/yr  34,000+ employees  250+ m...
Digital woes HopkinsMedicine.org 350+ websites 75,ooo+ pages 250+ content managers +62% Bounce rates Disgruntled Users Un...
Reality…Your brand sucks (online)…No one said the truth is pretty.
How to diagnose ifyour brand is in danger…
The obviousAnalytics/Baselines/Server LogsUX Testing/PrototypingFocus Groups/Online Surveys/Sentiment MonitoringInform...
The not so obviousAre people returningSharingConvertingCompleting tasksAccessing via mobileTrendingFacebook-ingMen...
How to fix the UX
Measure, Resource, Prototype andMeasure again…     Repeat, as this is necessary.Create a positioning statement for digita...
Brand rescue mantra for UX    Connect the brand wherever     audiences need it    Be relevant and helpful with the     c...
Taking on the Business of Digital Business Old: Communicating to customers = one to many New: People connect around a br...
Digital Engagement Strategy Framework                                                  Audience Needs               EXTERN...
Did it work?Traffic* to key pages: Find a Doctor            + 187% Apply to the School of Medicine           + 200%     ...
Thank you!Feel welcome to contact me…Drew Diskindrew@drewdiskin.com201.247.6991@drewdiskinDrewDiskin.com
The User Experience is Your Brand
The User Experience is Your Brand
The User Experience is Your Brand
The User Experience is Your Brand
The User Experience is Your Brand
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The User Experience is Your Brand

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A case study and approach to detecting and fixing a great organizational brand online - presented at the 2011 Internet Summit #ISum11 ...Based on my experience as the former Director of Internet Strategy & Web Services at Hopkins Medicine. The presentation reflects personal opinions and not of Hopkins Medicine. Drew Diskin and Hopkins Medicine (and its affiliates) are independent of each other. All rights reserved, respectively.

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The User Experience is Your Brand

  1. 1. Presented by Drew Diskin, MS © Drew Diskin
  2. 2. How do we relatestimuli and prompts in the real world and digitally…
  3. 3. What we wantEaseSpeedConvenience
  4. 4. What we needTimelyRelevantValuable
  5. 5. How is digital different from thereal world? It’s NOT. Real world Digital How I am treated  Navigation Concierge offerings  Commerce Helpful information  Content Useful  Portable Available  Distributed Pleasant  Visual Engaging  Multimedia/Interactive Accepted  Social Media
  6. 6. Ironies and OpportunitiesHopkins Medicine
  7. 7. Physical reality The Johns Hopkins Hospital & Health System 2,000,000+ patients treated p/yr 34,000+ employees 250+ medical divisions $6.5 billion in value Reputation Innovation HopkinsUSA/Referrals/NIH/Philanthropy
  8. 8. Digital woes HopkinsMedicine.org 350+ websites 75,ooo+ pages 250+ content managers +62% Bounce rates Disgruntled Users Unsuccessful KPI Goals No web staff. No social. No strategy.
  9. 9. Reality…Your brand sucks (online)…No one said the truth is pretty.
  10. 10. How to diagnose ifyour brand is in danger…
  11. 11. The obviousAnalytics/Baselines/Server LogsUX Testing/PrototypingFocus Groups/Online Surveys/Sentiment MonitoringInformal Conversations with Internal/External
  12. 12. The not so obviousAre people returningSharingConvertingCompleting tasksAccessing via mobileTrendingFacebook-ingMentions and sentimentWhere else were they before and after?
  13. 13. How to fix the UX
  14. 14. Measure, Resource, Prototype andMeasure again… Repeat, as this is necessary.Create a positioning statement for digital engagementInvest in the people, technical infrastructure and toolsIntegrate the operations with the online experienceRemove (clutter, content and nav items) and reviewLook at other industry best-of sites, social and interactiveBuild C-suite supportDevelop a communications culture
  15. 15. Brand rescue mantra for UX Connect the brand wherever audiences need it Be relevant and helpful with the content provided Allow users to learn more and take action Provide progressive digital resources that support the lifestyle of the user Invest in the infrastructure and resources to deliver effectively Extend the reputation by enhancing it with trust
  16. 16. Taking on the Business of Digital Business Old: Communicating to customers = one to many New: People connect around a brand = many to many AND one to one Big Picture Approach Strategic Framework PUSH • DISTRIBUTION • SOCIAL MEDIA • USER EXPERIENCE / INFO. ARCHITECTURE • DIDITAL / CONTENT DEVELOPMENT PULL • ECOMMERCE / TRANSACTIONS Audiences Enablers
  17. 17. Digital Engagement Strategy Framework Audience Needs EXTERNAL PLATFORMS EXTERNAL PROCESSES Engagement Learn more / Take action DISTRIBUTION SOCIAL MEDIA DIGITAL / CONTENT DEVELOPMENTMarketing and Messaging Strategy •Website Production Operations Integration •Content Creation •User Experience Design •Video Production •Mobile Applications INTERNAL PLATFORMS INTERNAL PROCESSES ANALYTICS / UX / ECOMMERCE / Understand / INFORMATION Deliver TRANSACTIONS ARCHITECTURE Governance Business Development Objectives
  18. 18. Did it work?Traffic* to key pages: Find a Doctor + 187% Apply to the School of Medicine + 200% + 89% Surgeries News Media + 56% …and the hospital still ranks #1 in the country (US News)*based on same time frame the year before
  19. 19. Thank you!Feel welcome to contact me…Drew Diskindrew@drewdiskin.com201.247.6991@drewdiskinDrewDiskin.com

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