This document discusses sustaining consumer engagement for Humana. It describes how the User Centered Design - Marketing New Media team is conducting user experience testing with consumers. This includes user centered analysis, information architecture, wireframes, user interfaces, and functional specifications. Engaging consumers provides benefits like keeping people interested, retaining customers, understanding preferences, and building trust and loyalty. The opportunity is to deepen consumer connections and bring more revenue. Marketing can engage consumers by integrating into daily life, building online/offline communities, developing real-time communication, and turning consumers into advocates.

1. Sustaining Consumer Engagement
What are Humana’s next steps?
David Thomas, CUA
User Centered Design - Marketing New Media
Flickr Credit: jmhdezhdez

2. Sustaining Consumer Engagement
What are Humana’s next steps?
1. Objective
2. What MNM-UCD is Doing w/ Consumers
- Explanation of User Experience / Usability
3. Consumer Engagement
What are the benefits?
4. Our Opportunity
Some things to consider.
5. Discussion!
Flickr Credit: jmhdezhdez

3. 1. Objective
• Educate you about User Centered Design (UCD)
• Inspire you to find new ways to sustain engagement
when you communicate to consumers
• Share and collaborate these ideas across Marketing
Flickr Credit: Dalla*

4. 2. What MNM-UCD is Doing
w/ Consumers
User Experience & Usability Testing
Flickr Credit: Dalla*

5. What is User Experience (UX)?
The overall experience and satisfaction a user has when
using a product or system. *Usability is a tactic of
delivering the UX. Typical UX Outputs »
Flickr Credit: = xAv =

6. 1. User Centered Analysis (UCA)
The use of objective data gathering techniques to
develop a clear understanding of how users think,
behave, and approach a Website or application.
(Typical techniques include: user profiling, data gathering, scenarios, focus groups, or card sorting)
Flickr Credit: Pezy Product Innovation

7. UCA - Examples

8. 2. Information Architecture (IA)
The information flow of a system including all variations.
(Typically either a flowchart for an application, or a site map of page hierarchy for a website.)
Flickr Credit: Paul Watson

9. IA - Examples
Site Map Flowchart & Site Map (Hybrid)

10. 3. Wireframes
A basic visual guide used to suggest the structure of an
interface and relationships between its pages.
Flickr Credit: activeside

11. Wireframe - Examples

12. Wireframe - Examples
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13. 4. User Interface (UI or GUI)
Actual look & feel of the page design. This includes:
formatting, colors, font styles, borders, buttons,
containers, images, etc.
Flickr Credit: sunshiny

14. UI - Examples

15. UI - Examples

16. 5. Functional Specifications
A detailed document outlining the expected interaction
and functional elements of the final user interface design.
Flickr Credit: Alex Grabau

17. Functional Spec - Examples

18. What is Usability Testing?
Usability is a qualitative attribute that assesses
how easy user interfaces are to use.
5 areas to measure »

19. 1. Learnability
How easy is it for users to accomplish basic
tasks the first time they encounter the design?

20. 2. Efficiency
Once users have learned the design, how
quickly can they perform tasks?

21. 3. Memorability
When users return to the design after a period
of not using it, how easily can they re-establish
proficiency?

22. 4. Errors
How many errors do users make, how severe
are these errors, and how easily can they
recover from the errors?

23. 5. Satisfaction
How pleasant is it to use the design?

24. 3. Consumer Engagement
What are the benefits?
Flickr Credit: SueSue2

25. Keeps
people
interested
Flickr Credit: lover1969

26. Helps
retain
customers
Flickr Credit: paulpablopawel

27. Chance to
provide
guidance

28. Understand
what user’s
prefer
Flickr Credit: pinkangelbabe

29. Encourages
brand
loyalty
Flickr Credit: pinkangelbabe

30. Improves
transparency
Flickr Credit: Kevin Steele

31. Creates a
conversation
& dialogue
Flickr Credit: Kevin Steele

32. Builds
Trust
Flickr Credit: Jake T

33. Benefits to Engagement
1. Keep people interested
2. Help retain customers
3. Provide additional guidance
4. Understand what user’s prefer
5. Encourage brand loyalty
6. Improve transparency
7. Create a conversation & dialogue
8. Build trust
Flickr Credit: Photoma’s World

34. 4. Our Opportunity
Deepen the connection with
the consumer and bring untapped
revenue to the surface.
Flickr Credit: Lisa Randolph

35. What Can Marketing Do
To Engage Consumers?
Flickr Credit: Photoma’s World

41. 1. Integrate into daily routine and lifestyle
Flickr Credit: Will C.

42. 2. Build a community online/offline
Flickr Credit: Miss History

43. 3. Develop real-time communication
Flickr Credit: sparktography

44. 4. Turn consumers into advocates
and evangelists.
Flickr Credit: theparadigmshifter

45. Let’s have a
Discussion!
Flickr Credit: Photoma’s World

46. Benefits to Engagement:
1. Keep people interested
2. Help retain customers
3. Provide additional guidance
4. Understand what user’s prefer
5. Encourage brand loyalty
6. Improve transparency
7. Create a conversation & dialogue
8. Build trust
Flickr Credit: Photoma’s World