The document provides recommendations for a microsite for the American Society of Anesthesiologists' campaign. It analyzes user types that may visit the site, including patients and health-conscious individuals. It outlines user scenarios and motivations for seeking information. Tactical recommendations include maximizing content value through RSS feeds and social sharing, enabling actions like downloading checklists, and making personal connections through stories and imagery. The messaging aims to educate about anesthesia and position anesthesiologists as experts.

1. DISCOVERY DOCUMENTATION
XXXXXXXXX SOCIETY OF XXXXXXXXXXXXXX MICROSITE
PREPARED FOR: XXX
PREPARED BY: XXXXXXXXX
DATE: SATURDAY, OCTOBER 15, 2011
VERSION 1.0
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2. Introduction ......................................................................................................................... 3
User Matrix.......................................................................................................................... 4
User Scenarios.................................................................................................................... 5
Tactical Recommendations.................................................................................................. 6
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3. Introduction
XX Xxxxxxx has been tasked with creating a microsite that aligns with the American Society of
Xxxxxxxxxxxxxxxx’s XXXX Campaign. This document provides the supporting information used to
help formulate the structure, tone and general direction the microsite.
To create a user centric experience, we must understand who the people are that will visit the site and
their motivations and means to get there. Finding the balance between the users’ movitations and the
business’ objectives is critical. The delivery of an experience that successfully balances these two
entities is outlined in the last part of this document- tactical recommendations.
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4. User Matrix
Typically, when designing a new site, we create audience profiles that represent what a typical user of
the site might look like. Such profiles ensure that the site is designed to meet the needs of its users.
For the XXX Microsite’s users, the most commonalities are found in their needs and motivations.
Below is a matrix of the audience landscape for the new site.
User Type Needs and Motivations Key Messaging
Patient or • Actively seeking validation of • Offer educational support and tools
Patientʼs Family/ diagnosis or seeking to self- • Showcase credibility and
Friend diagnose qualifications of doctors.
• Emotionally driven • Boost confidence by providing
• More likely to be swayed by content actionable steps patients can take to
(May have already
that addresses their personal safeguard themselves
been diagnosed
medical needs • Ease usersʼ minds through
and may be
• Need simple and direct language transparency and education
scheduled for
• Looking towards others in similar • Provide clear and relevant calls to
surgical procedure)
situations for comfort action (“Bring this with you”)
• Provide case studies / success
stories users can identify with
Health Conscious • More likely to be swayed by content • Offer educational support and tools
Individual that addresses wellness and • Showcase credibility and
prevention qualifications of MDs.
• Need simple and direct language • Boost confidence by providing
• May be researching wellness trends actionable steps patients can take to
• Likely to subscribe to health related safeguard themselves
newsletters and/or magazines • Provide clear and relevant calls to
action (“Bring this with you”)
• Provide case studies / success
stories users can identify with
Secondary Users • May be seeking materials to support • Provide materials that align and
• Policy claims reinforce XXX mission and initiatives
• Actively looking to align with credible
Influencers
sources for reference
• Medical
Community
• Press
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5. User Scenarios
In every project, we must consider the comprehensive user experience. To do so, we need to follow
the user from their motivations through to conversion on our site. With each step the user takes,
consideration should be given to current site they are visiting, the relevancy of the messaging and
what the next step will be.
Motivations to Seek Information
• Looking for updates on general wellness
information
• Seeking out validation of diagnosis or looking to
PDF self diagnose
• Hoping to find others in similar situations
• Influenced by friend, family or medical professional
Convert Sites Likely to Visit
• Download • Health aggregator sites such as
• Social Sharing WebMD
• Print • Google, Yahoo
• Send to a Friend • Specialty blogs
• RSS Feeds • Yahoo Answers
• Sign up for email alerts • Hospital's or doctor's sites
BANNER 468 x 60
Sponsored Link
This is the ad text to bring you to the
site. This is the ad text to bring you to
the site.
www.mdbymyside.com
Visitor Reviews Site Content Prompt to Click Through
• Reads articles • Contextual Links
• Watches videos • Banners
• Digests overall content • Sponsored Search Results
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6. Tactical Recommendations
The following recommendations set the tone for the tactical execution of the site. While each
recommendation can be executed in varying methods, the end result is always the same. Each
recommendation is crafted with the user and business objective in mind.
Maximize the Value of Content
While providing content on the site is helpful and informative to the visitor, we can extend the value of
the content through several tactical approaches.
RSS Feeds
Info lust refers to the trend that users have an overwhelming desire for relevant information. The
online world satisfies this trend by giving users tools that allow them to aggregate large amounts of
information into concise content reports.
RSS (Really Simple Syndication) has been one of the main tools that has exploded this trend.
Readers are commonly built into browsers but most commonly used in sites such as iGoogle, My
Yahoo, etc.
Share via Social Bookmarking
One of the features with the most potential on the site is the ability to share. Whether the user wants
to bookmark the content for their own personal use or to share it with others, this feature enables
users to showcase the site’s content to their own social networks, blogs, etc. These social sites invite
a whole new level of users to experience the site and extend the visibility exponentially.
Send to a Friend
Enabling users to email pieces of content to others is a quick and efficient way to extend the value of
the content. This functionality has become a benchmark over time and users are accustomed to
finding and using it on many sites.
Print-Friendly Content
Presenting users with a means to print out content details on the site gives that content legs beyond
the realm of the immediate user experience. This functionality will be especially useful for the
medical community who may want to share content with their patients.
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7. Enable Users to Take Action
In our user matrix, we addressed the need to ease users’ minds. Giving them tasks to act upon may
give them a better sense of control and confidence in what is often an uncontrollable situation.
Positioning XXX as the means to that enabling reinforces the positive image.
Carry This
On the current site, there is a pdf download positioned as a wallet card. This is appealing for all users
of the site and can benefit all users. Consider updating this pdf as necessary.
Bring this With You
Another tools that gives the user an actionable task is the discussion checklist. Different checklists
should be considered as needs will likely vary. The more relevant we can make them to the user’s
situation, the more useful and appealing they are.
Share with Someone You Care About
Those seeking information on behalf of others have similar basic needs on the site. Presenting them
with identifiable calls to action such as sharing makes a more actionable connection and thus
increases the likelihood of conversion.
Stay Informed
While users are given a good deal of educational information on the site, they should have the
opportunity to continue their “conversation” with us. Allowing users to submit an email address to
stay up to date on new information gives them control and allows XXX to continue the relationship
with the user.
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8. Make Personal Connections
A person’s health is one of their biggest concerns. Treatment and surgery can make patients feel
daunted and helpless. While information and transparency about the process can help ease their
minds, letting users know they are not alone in their concerns is just as important.
Use Imagery to Make an Emotional Connection
Imagery on the site should communicate confidence and relief. Ideally, eye-to-eye connections are
made by creating an engaging experience. Users should be able to identify with the imagery
presented and be at ease via the message it sends.
Use Personal Stories to Show Common Concerns
Finding solace in others that share common concerns can ease users’ minds. Sharing stories that
users can identify with creates both a positive user experience as well as positions XXX in a positive
light.
Educate and Inform
While we’ve discussed several means to deliver the messaging, the message itself is the most
important element of the site. In general, the messaging of the site should:
• Dispel myths about anesthesia
• Position the Xxxxxxxxxxxxxxxx in a hero role
• Showcase the role of the Xxxxxxxxxxxxxxxx
• Convince patients to ask for an MD over a CRNA
• Complement core messaging with related entities such as legislation, research initiatives, etc.
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