Enterprise Information Architecture  Prepared By:  Critical Mass June, 2008
Business Needs <ul><li>Exposure to / surfacing of depth of KP content </li></ul><ul><li>Make the brand effective online – ...
User View of KP  <ul><li>KP is big – its all connected, with internal KP structures not readily recognized  </li></ul><ul>...
Associated Sites and Functionality
Identifying Business Issues <ul><li>Integrating “corporate” content – News, Media, Annual Reports, research activities </l...
Addressing the Issues <ul><li>An Enterprise Information Architecture: </li></ul><ul><li>The strategy that describes how th...
EIA Models
Why 3 Models? <ul><li>When designing an EIA model that will meet the needs of both user and business, one model does not a...
What are Entities?  <ul><li>Entities: </li></ul><ul><ul><li>Current stand alone sites </li></ul></ul><ul><ul><li>Large pie...
Types of Affinity Models Core Core Core 1 2 Everything is KP Model 1 2 3 Segmentation by Audience 1 2 Core 3 4 5 Segmentat...
Attributes of an Affinity <ul><li>Design Elements </li></ul><ul><ul><li>Brand elements that bind the cluster entities toge...
Overview of the 3 Models  Super Site Audience Segmentation Exposed Navigation <ul><li>Is like a Shopping Mall </li></ul><u...
Introduction to the 3 Models  Super Site Audience Segmentation Exposed Navigation Affinities based on Content Affinities b...
Super site is like a Target store <ul><li>Sells lots of different types of merchandise of differing brands to all types of...
EIA Model: KP.org (Super Site)
Audience Segmentation is like the Gap <ul><li>When you enter the store you segment into men's or woman's.  </li></ul><ul><...
EIA Model: Core Audience Segmentation Core Members &  General Public My Health Manager Health & Wellness Plans & Services ...
Exposed Navigation is like a mall Shoes Men’s Clothes Books Jewelry  Boots Jeans Fiction Rings <ul><li>The mall has lots o...
EIA Model: Exposed Navigation – Main Site(s) Dept Store: Member Services My Health Mgr Select a MD Locate our Svcs Dept. S...
Summary of the 3 Models  Super Site Audience Segmentation Exposed Navigation Affinities based on Content Affinities based ...
Discussing the 3 Draft Models What are the Pros and Cons of these models for our  Users?
Discussing the 3 Draft Models What are the Pros and Cons of these models for our  Business?
Discussing the 3 Draft Models What would these models mean for implementation and governance strategies?
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Eia2

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Eia2

  1. 1. Enterprise Information Architecture Prepared By: Critical Mass June, 2008
  2. 2. Business Needs <ul><li>Exposure to / surfacing of depth of KP content </li></ul><ul><li>Make the brand effective online – bringing Total Health to web </li></ul><ul><li>Clear, segmented and direct purchase path for consumers, brokers and employers </li></ul><ul><li>Better user experience – increased self service, increased retention </li></ul><ul><li>Reduced development costs / site maintenance / On-line Operations </li></ul>
  3. 3. User View of KP <ul><li>KP is big – its all connected, with internal KP structures not readily recognized </li></ul><ul><li>Notion of site is driven by use of browser and links </li></ul><ul><li>Insurance and Health related content are big pieces - It’s not based on my doctor directly </li></ul><ul><li>“ About KP” is part of core KP </li></ul><ul><li>Regional events, community sponsorship should be accessible </li></ul><ul><li>Information sharing across the web presence is contextual </li></ul>
  4. 4. Associated Sites and Functionality
  5. 5. Identifying Business Issues <ul><li>Integrating “corporate” content – News, Media, Annual Reports, research activities </li></ul><ul><li>Maximizing access to “Insurance” (plans) / sales components but accounting for renewals by brokers and employers </li></ul><ul><li>Creating space for all B2B / “professional” sites including less consumer facing audiences (suppliers) </li></ul><ul><li>Policy around commercial oriented sites – Vision Essentials, Cosmetic Surgery </li></ul><ul><li>Maximizing impact of informational content that demonstrate KP commitment to the community – Community Benefits, weekly markets, events </li></ul><ul><li>Effectively integrating campaigns / mini-sites that support the brand – Thrive, Food detective, teen smoking </li></ul>
  6. 6. Addressing the Issues <ul><li>An Enterprise Information Architecture: </li></ul><ul><li>The strategy that describes how the various entities of an enterprise’s web presence fit together. </li></ul><ul><li>A web strategy that aligns the user view of Kaiser with the business goals of Kaiser </li></ul>
  7. 7. EIA Models
  8. 8. Why 3 Models? <ul><li>When designing an EIA model that will meet the needs of both user and business, one model does not appear to address all needs. These 3 draft models are intended to be thought starters and a means to debate pros and cons from a user and business perspective. </li></ul>
  9. 9. What are Entities? <ul><li>Entities: </li></ul><ul><ul><li>Current stand alone sites </li></ul></ul><ul><ul><li>Large pieces of key functionality such as physician, facility and physician home pages </li></ul></ul><ul><li>Cluster Entities: </li></ul><ul><ul><li>Similar sites based on audience types </li></ul></ul>
  10. 10. Types of Affinity Models Core Core Core 1 2 Everything is KP Model 1 2 3 Segmentation by Audience 1 2 Core 3 4 5 Segmentation by Content Affinity: likeness based on relationship or causal connection involving resemblance in structural plan and indicating a common origin Core
  11. 11. Attributes of an Affinity <ul><li>Design Elements </li></ul><ul><ul><li>Brand elements that bind the cluster entities together </li></ul></ul><ul><ul><li>Different design elements within entities </li></ul></ul><ul><li>Personality/ Voice </li></ul><ul><ul><li>Different personalities between cluster entities </li></ul></ul><ul><ul><li>Different voice across entities within a cluster entity </li></ul></ul><ul><li>Navigation Elements </li></ul><ul><ul><li>Do users need to navigate to another cluster entity </li></ul></ul><ul><ul><li>What is common within a cluster entity </li></ul></ul><ul><ul><li>Return element to kp.org </li></ul></ul><ul><li>Information Sharing/ Personalization </li></ul><ul><ul><li>What are users expectations? </li></ul></ul><ul><li>Security / Sign On </li></ul><ul><ul><li>What are users expectations? </li></ul></ul>User Business
  12. 12. Overview of the 3 Models Super Site Audience Segmentation Exposed Navigation <ul><li>Is like a Shopping Mall </li></ul><ul><li>Stores owned individually </li></ul><ul><li>User decides which store they want to go into </li></ul><ul><li>Guidelines for external look of store </li></ul><ul><li>Internal layout of store determined by store owners </li></ul><ul><li>Layout of mall flexible, you can browse or follow a site map </li></ul><ul><li>Is like a Gap Store </li></ul><ul><li>Segments by gender </li></ul><ul><li>Specialty store with clear boundaries </li></ul><ul><li>Store layout is structured into categories </li></ul><ul><li>Optimized for selling particular products </li></ul><ul><li>Can be a stand alone store or in a large mall </li></ul><ul><li>Is like a Target Store </li></ul><ul><li>Everything under one roof </li></ul><ul><li>Store layout is structured into categories </li></ul><ul><li>Optimized for selling products </li></ul><ul><li>Stand alone store that sells many different types of products </li></ul>1 2 3 How can we think about these complex models?
  13. 13. Introduction to the 3 Models Super Site Audience Segmentation Exposed Navigation Affinities based on Content Affinities based on Audience Everything is Kaiser 1 2 3
  14. 14. Super site is like a Target store <ul><li>Sells lots of different types of merchandise of differing brands to all types of audiences </li></ul>
  15. 15. EIA Model: KP.org (Super Site)
  16. 16. Audience Segmentation is like the Gap <ul><li>When you enter the store you segment into men's or woman's. </li></ul><ul><li>Then you drill down... or find what you are looking for. </li></ul>Woman's Jeans Woman's Tees Men’s Jeans Men’s Tees
  17. 17. EIA Model: Core Audience Segmentation Core Members & General Public My Health Manager Health & Wellness Plans & Services Kaiser Business Audience Employers Brokers Media Providers Independently branded Affiliate Programs ex: Weight Watchers Sites that don’t link to KP
  18. 18. Exposed Navigation is like a mall Shoes Men’s Clothes Books Jewelry Boots Jeans Fiction Rings <ul><li>The mall has lots of stores with different types of merchandise. </li></ul><ul><li>Segmentation is done by merchandise type. </li></ul>
  19. 19. EIA Model: Exposed Navigation – Main Site(s) Dept Store: Member Services My Health Mgr Select a MD Locate our Svcs Dept. Store: Health Conditions Prevention Dept Store: Sales Medicare Students KPIF Company plans Dept Store: B2B Brokers Customers Media Providers Specialty Shop Specialty Shop Specialty Shop Specialty Shop Specialty Shop - Students CORE
  20. 20. Summary of the 3 Models Super Site Audience Segmentation Exposed Navigation Affinities based on Content Affinities based on Audience Everything is Kaiser 1 2 3
  21. 21. Discussing the 3 Draft Models What are the Pros and Cons of these models for our Users?
  22. 22. Discussing the 3 Draft Models What are the Pros and Cons of these models for our Business?
  23. 23. Discussing the 3 Draft Models What would these models mean for implementation and governance strategies?

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