The Essentials to Successful User-Centric Development
•Download as PPTX, PDF•
0 likes•89 views
Consumers expect the option to engage with brands however they feel most comfortable. Whether via mobile, desktop or voice, users want an experience they can rely on – yet, 87% of consumers think brands need to put more effort into providing consistent experiences across digital channels. Banner Health, a leader in U.S. healthcare, built a seamless digital experience for their users by implementing a comprehensive testing strategy that promotes user-centric development. With ease-of-use and brand loyalty in mind, Banner Health focused on delivering high-quality digital experiences across all touchpoints, particularly on smartwatches, tablets and smart speakers.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to The Essentials to Successful User-Centric Development
Similar to The Essentials to Successful User-Centric Development (20)
More from Applause
More from Applause (20)
Recently uploaded
Recently uploaded (20)
The Essentials to Successful User-Centric Development
- 1. Essentials to Achieving User-Centric DevelopmentImage Needed
- 2. 2 Mark Schumacher Director of Digital Experience Banner Health Rachel Abrams UX Designer Banner Health
- 5. of patients say their health plan still relies primarily on traditional mail It’s Time for Healthcare to Evolve 46%
- 6. Consumers Are Actively Seeking Digital Services 6 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Request prescription refills electronically Receive reminders, via email or text, for follow- ups Communicate with provider via secure email Manage appointments online Use remote or telemonitoring devices to monitor and record health indicators Would the following increase the likelihood of choosing a medical provider? 2019 2016
- 7. WOULD YOU TRUST LOW RATED APPS WITH YOUR HEALTH?
- 8. IT’S EXTREMELY DIFFICULTTO CAPTURE • If design intent matches user expectations • Why users bailed along their journey and what were the friction points • How the behavior of employees impacts the combined digital/physical experience • How/when users move between channels and what problems are encountered • How different personas utilize touchpoints along their journeys Gaining a Holistic View of the End-to-End User Experience is Difficult 8 66% 48% Of decisions consumers make are informed by the quality of their experiences in multichannel journeys Of US consumers believe companies need to do a better job of integrating online and offline experiences
- 9. 0 1 2 3 4 5 User Index Score: 4.3/5 Redesign Improve Good Excellent 0 1 2 3 4 5 Reliability Usefulness Ease of Use Satisfaction Average Ratings by Dimension ISSUE User tapped on the trail number. User could not find information about the trails because there were no ‘i’ icons available. User eventually tapped on an ‘i’ icon but felt it was quite far away from the actual trails, so user doubted its reliability. (Colorado Springs area). USER EXPECTATION User expected to access trail information by tapping on the trail number on the map, or to see an ‘i’ icon. The Mission: Create a User-Centric Approach to Quality 1. Real feedback on patient journeys 2. Coverage across all relevant devices 3. Experiences that work for all users 9
- 10. Real Feedback on Consumer Journeys • Validated and/or challenged our design decisions • Guided priorities within the design • Positioned for a strong 1.0 release 10
- 11. 11 Use Case: Creating an Account • Creating an account on the MyBanner portal • User experience of creating an account • Having real users complete enrollment forms and provide feedback
- 12. 12 Use Case: Finding a Doctor • Making it easy for patients to find doctors • Using location information to match patients with nearby doctors • Enabling patients to select doctors by specialty or condition
- 13. 13 Coverage Across All Relevant Devices • Patients want to interact in the ways most comfortable and easy for them • Must meet users on their terms, on the devices and channels they use every day • Building great user experiences requires testing for all relevant device types • Different operating systems, browsers, and locations also have to be considered
- 14. 14 Use Case: Testing Tablets and Smartwatches • Be specific / contextual • Learn from your users • Integrated experience
- 15. 15 Use Case: Voice and Smart Speakers • Launching voice apps for GoogleAssistant andAmazonAlexa • Voice testing challenges • Getting the necessary coverage on smart speaker devices
- 16. EnsureAccessible Design • Ongoing assessments as developers change code in pages ensure inclusive designs stay inclusive • Training and knowledge transfer to build accessible design into future versions and ensure future success Risk Mitigation • Site-wide assessments to document current compliance or level of risk • Proactively avoid legal issues and litigation by ensuring compliance with guidelines and regulations 16 15% Of World’s Population 92% OfThat Population Own Devices Among the 15% of the world’s population that requires assistive technology, 92% own either a tablet or smartphone. World Health Organization & Rehabilitation Engineering Research Center Experiences That Work for All Users
- 17. What’s Next for Banner Health? 17
- 18. Applause Has Changed What’s Possible 18 UNPARALLELED COVERAGE Test anywhere in the world on any device/OS combination TRUSTED PROFESSIONALS Access highly vetted, curated teams of digital testers around the globe FULLY INTEGRATED Seamless integration with your agile teams and processes for speed and scale REAL-TIME AVAILABILITY Test 24/7/365 with actionable results in real-time
- 19. COHESIVE TESTING AND FEEDBACK Feedback from multiple angles – application bugs, usability, store associate knowledge, signage, and more Understand CX from Your User’s Perspective 19 SPAN THE ENTIRE USER JOURNEY Get a holistic end-to-end view of your digital to physical experiences MATCH YOUR CONSUMERS Get the most relevant feedback and data by select participants that look exactly like your target demographics ANYWHERE IN THE WORLD Any country, any store location, any use case
- 20. Trusted by Leading Brands Across Every Vertical 20 Retail QSR Media Transportation Communication Software Financial Travel Health CareConsumer
- 21. 21
Editor's Notes
- Mark Overview of Banner Health Banner Health is a non-profit health system in the United States, based in Phoenix, Arizona. It operates over 400 locations across 6 states. The health system is the largest employer in Arizona and one of the largest in the United States with over 50,000 employees. $753.5 million community benefit, including $89 million in charity care.
- Mark Introduction to the digital properties of Banner Health and your group’s digital mission. Support Banner in reimagining the digital experience Digital is no longer an after-thought Digital is integral to the consumer experience
- Mark Healthcare companies are facing increased pressure to improve digital and omnichannel experiences. Recent research from Nuance found 46 percent of customers said their health plan still relied primarily on traditional mail despite a clear consumer preference for digital channels. In addition, a recent IntelliResponse survey found that 58 percent of consumers would consider switching their health insurance if they had a poor online customer service experience. The ability to deliver the right messages across dynamic, multi-stage customer journeys is a strategic differentiator.
- Mark Recent survey data supports the importance of health care providers offering digital services for patient interactions. But… (next slide) Chart info via Accenture 2019 Digital Health Consumer Survey. n=7,993
- Mark Although patients are looking for digital means of engagement with their healthcare providers, these digital experiences need to be excellent in order to avoid user frustration. Digital issues can destroy customer sentiment and trust in any industry, but especially healthcare because of the sensitivity surrounding personal information and the critical nature of the industry.
- Mark Understanding your users is a surefire way to design experiences with them in mind, but that is easier said than done. In a traditional industry such as healthcare, providing a great customer experience is made even tougher. Make testing more than just meeting internal requirements – give patients a seat at the table, making sure their voices are heard and needs are represented. Help your development organization stay focused on your users, with data generated from customer-insights, not just meeting internal requirements. Cross company alignment & coordination across entire company.
- Rachel Thanks Mark! The Digital Experience team is on a mission to create a user-centric approach to quality so that we can compare with your favorite apps. I’m going to talk about some examples of how testing our products through Applause enables us to: Get Real feedback on consumer journeys Ensure Coverage across all relevant devices, and Create Experiences that work for all users
- Rachel Testing has been crucial in both supporting and challenging our assumptions. Working with real-time feedback gave us the data we needed to adjust our designs and sometimes our priorities. We’re happy to say that our real-world app store reviews reflected the scores we were getting from Applause testers.
- Rachel Testing for creating an account on the Banner Health portal - Basic yet necessary for united front and welcoming user-experience Lot’s of very personal information to collect Ease-in and not overwhelm the user
- Rachel Most extensive testing Complex search with advanced filters Limited by existing database structure Need for consistent multi-platform experience
- Rachel Testers are in their own environment just as our users will be There were times in our testing when we noticed some of the lower scores were due to the screens not appearing correctly on smaller devices such as the iPhone SE. The videos helped us to see what the issues were so that we could do further QA testing. Applause has done a good job of recruiting a mix of device users in each participant group.
- Rachel Testing on tablets and smartwatches Be specific – If you expect your user to be on the go, at home, or running when using a device you’ll want write the test that way. Learn from your users – I was entirely new to the Apple Watch when I made my first designs. I had been wearing one for only a couple of weeks and had just scratched the surface of what it could do. - The first few tests confirmed that users wanted a few well-executed features. - The feedback showed me which features they would expect to use and how they would use them. I had started out with two menu items – Nurse On Call and Favorites. Explain…. It turned out they wanted to see the categories up front. Eventually, we got rid of ”Favorites” all together. In the mobile app, it makes sense to have multiple ways of doing something, but on the watch, the added option only got in the way. Integrated experience - Now we are testing a live version on Test Flight. This requires users to interact with 2 devices – they record their journeys on the phone and the watch at the same time. To assist with focusing the testing on the Watch, I gave specific instructions to the user on setting up the app in their phone so that the information would be ready on the watch for them to interact with. (Review results and update prior to presentation)
- Rachel Most interesting feedback! You can’t tell users what to say. On screens for instance, you can dictate that a user must tap a button for this action to happen Testing for voice is like allowing the user to say I want to tap, swipe, pinch and do all these other hand gestures (except they’re vocal commands) to make that happen. After our first few tests, we revisited our original conversation flows to account for all these different ways of approaching Alexa and Google Assistant.
- Rachel Speaking of accommodating for how users want to interact with a product…Accessibility is also a big concern for us. Especially given the industry we are in but we soon came to find out it’s more important that we imagined. “Among the 15% of the world’s population that requires assistive technology, 92% own either a tablet or smartphone.” That means people will find ways to make technology work for them. The question is are we making products that fit their needs? With Applause we ran Accessibility tests on iOS and thought we’d learned a lot. When we later ran the same testing on Android, we found still more things we hadn’t accounted for, so this was very valuable to us.
- Mark Digital initiatives from Banner Health in the near future.
- Peter Auto build Talk Track: As a global leader in real-world testing and CX quality for over 10 years, Applause has changed what’s possible. Our white-glove approach is fully managed and designed to embed seamlessly in your SDLC and your match agile processes to increase or match your delivery schedule We test with trusted professionals around the world, all who are vetted beforehand and selected to match your Ideal Customer Profile With unparalleled coverage, you can test on any device/OS combination around the world. Testers are available on-demand around the clock and you receive actionable results and feedback in hours.
- Peter Identify issues that impact customer loyalty and conversion rates, within Web / mobile applications Brand messaging / experience Store operations / integrations Store / physical customer experience (e.g. store employees, hardware integration) HOW: Applause community members perform task-based structured testing and feedback that spans digital and physical experiences (e.g. going from mobile into a store, branch, car) Functional Testing: Identify bugs/issues within a combined digital/physical experience User Feedback: Provide qualitative feedback on ease-of-use, likes and dislikes, and opportunities for improvement
- Peter
- Questions?