Whats So Smart About Intelligent Content?
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Jen Briselli and Marli Mesibov's UXPA Boston 2016 talk about using anticipatory design in an experience design and content strategy project.
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Whats So Smart About Intelligent Content?
- 1. 1 PREPARED BY WHAT’S SO SMART ABOUT INTELLIGENT CONTENT? @JBRISELLI @MARSINTHESTARS April 29, 2016 UXPA BOSTON Jen Briselli, Managing Director of Experience Design Marli Mesibov, Director of Content Strategy Mad*Pow
- 2. 2 @jbriselli | @marsinthestars Marli Mesibov Managing Director, Content Strategy Jen Briselli, Managing Director, Experience Design
- 3. 3 WHO IS ALFRED? It’s not just a name.
- 4. 4 @jbriselli | @marsinthestars Who is Alfred?
- 5. 5 @jbriselli | @marsinthestars Who is Alfred?
- 6. 6 @jbriselli | @marsinthestars Who is Alfred?
- 7. 7 @jbriselli | @marsinthestars Who is Alfred?
- 8. 8 @jbriselli | @marsinthestars Who is Alfred?
- 9. 9 @jbriselli | @marsinthestars Who is Alfred?
- 10. 10 Alfred anticipates your every need. • He makes you feel cared for but not smothered. • He knows what you need before you do. • You trust him implicitly. @jbriselli | @marsinthestars Who is Alfred? #BeAlfred
- 11. 11 “Make your customer the hero of your story.” –Ann Handley, MarketingProfs “The hero of your story should always be the consumer.” –Jonah Sachs, Free Range Studios Alfred makes Batman into a hero. #BeAlfred @jbriselli | @marsinthestars Who is Alfred?
- 12. 12 TAKE A STEP BACK Start with the Experience
- 13. 13 Mad*Pow is a design agency full of passionate people, in a creative environment, delivering amazing experiences for industry leading clients. @jbriselli | @marsinthestars Agency Overview • Interaction & Visual Design • Content Strategy & Creation • Experience Strategy & Service Design • Research & Validation • Digital Marketing Strategy • Brand Development
- 14. 14 • Cyclical in nature • Activities revolve around Research & Strategy • Adapt to a client's needs • Consistently learn & refine new methods • Educating & advocating as we go @jbriselli | @marsinthestars Our Human-Centered Design Process DISCOVER SYNTHESIZE GENERATE FOCUS Initial Insight Strategy / Plan Prototype EVALUATE
- 15. 15 @jbriselli | @marsinthestars Experience Design “You’ve got to start with the customer experience and work backwards to the technology.” - Steve Jobs
- 16. 16 @jbriselli | @marsinthestars Experience Design
- 17. 17 “Content strategy is planning for the creation, delivery, and governance of usable, useful content.” –Kristina Halvorson, Brain Traffic @jbriselli | @marsinthestars Content Strategy
- 18. 18 When we anticipate users’ needs, we do that through: • Speaking their language • Offering valuable “just in time” information • Semantic search @jbriselli | @marsinthestars Content Strategy
- 19. 19 The best practices we discovered for anticipatory design come directly from best practices in experience design and content strategy. • Focus on context • Beware over-personalization • Ensure the user retains ultimate control @jbriselli | @marsinthestars Best Practices
- 20. 20 WHERE IS ALFRED? Everybody’s (trying to) do it.
- 21. 21 • Focus on context • Beware over-personalization • Give the user ultimate control Who’s doing it, and are they succeeding? @jbriselli | @marsinthestars Best Practices
- 22. 22 @jbriselli | @marsinthestars Everyone wants to be Alfred.
- 23. 23 @jbriselli | @marsinthestars Anticipating the user’s needs • Highly contextual Helpful! • Sometimes over- personalized. Creepy! • User has ultimate control Helpful!
- 24. 24 Semantic search connects words to meanings Chosen based on context: time of year and my location. Google also identified the film that I was looking for. I searched “movie devil great trick.” Google was able to complete the quote based off three words, and connect video and text. @jbriselli | @marsinthestars
- 25. 25 @jbriselli | @marsinthestars Anticipating the user’s wants • Somewhat contextual Not expected • Personalized shopping Helpful! • User has final control Helpful!
- 26. 26 ANTICIPATORY DESIGN - AMAZON RECENT ITEMS Amazon anticipates product searches Related to history: other items I have previously viewed. Chosen based on context: time of year and my location. Personalized: a broader selection of items I may liked based on browsing Related to history: other items I have previously viewed.
- 27. 27 @jbriselli | @marsinthestars Anticipating the user’s preferences • Not contextual Frustrating! • Highly personalized Helpful! • User does not have control Frustrating!
- 28. 28 @jbriselli | @marsinthestars Anticipating the user’s concerns • Not contextual Not expected • Not personalized Not expected • User has control Helpful!
- 29. 29 A CASE STUDY Making the magic happen.
- 30. 30 @jbriselli | @marsinthestars The Goal “We want to be the Amazon of our industry. It’s time to really knock one out of the park.”
- 31. 31 @jbriselli | @marsinthestars Opportunities • Stakeholders were excited for something new • Users were actively asking for “Siri, but for insurance” • Insurance is confusing! • No one has done it before
- 32. 32 @jbriselli | @marsinthestars Constraints • We had minimal data • We didn’t have Google’s “black box” or Netflix’s numerous data engineers • Insurance users worry about how secure their information is; if we over-personalized we risked losing their trust
- 33. 33 @jbriselli | @marsinthestars Project steps 1. Discover what members want. “Anticipate my needs” is a broad realm 2. Synthesize the key scenarios 3. Generate formats and design 4. Focus on the user “actions” (Spreadsheet mania!) DISCOVER SYNTHESIZE GENERATE FOCUS Initial Insight Strategy / Plan Prototype EVALUATE
- 34. 34 @jbriselli | @marsinthestars Step 1: Discover. What do members want?
- 35. 35 @jbriselli | @marsinthestars Step 1: Discover. What do members want?
- 36. 36 @jbriselli | @marsinthestars CONTEXT PERSONALIZATION CONTROL Step 1: Discover. What do members want?
- 37. 37 @jbriselli | @marsinthestars Step 2: Synthesize. Explore the key scenarios Reasons a member might be on the site: • They receive an email prompting them to log in & activate their coverage • They want to know how much something will cost • They need to refill a prescription • They need to register a PCP to get a referral • They got a bill or statement they don’t understand
- 38. 38 @jbriselli | @marsinthestars Step 3: Generate. Design the format
- 39. 39 @jbriselli | @marsinthestars Step 3: Generate. Design the format
- 40. 40 @jbriselli | @marsinthestars Step 4: Focus. Collect the member “actions” An action is: Something a member does • Log in • Update information • View a claim • Go to a doctor’s appointment • Change jobs Something the organization does • Process a claim • Send a bill • Accept a payment • Identify upcoming important dates • Make suggestions
- 41. 41 @jbriselli | @marsinthestars Find actions by: • Reviewing analytics • Brainstorming with the team • Talking to the dev team Step 4: Focus. Collect the member “actions”
- 42. 42 @jbriselli | @marsinthestars FIVE SPREADSHEETS, AND WE’RE JUST GETTING STARTED! Step 4: Focus. Collect the member “actions”
- 43. 43 @jbriselli | @marsinthestars The Business Rules are defined by: • All the actions • What “triggers” (causes) each action to occur? • The best triggers are the ones we can control or easily access • Triggers must be recognizable by the system • Prioritization of each action and each trigger Step 4: Focus. Collect the member “actions”
- 44. 48 DO TRY THIS AT HOME Anticipate customer retention.
- 45. 49 @jbriselli | @marsinthestars Make your user a hero You have the power. • You don’t need a huge team • You don’t need Google’s black box • You need motivation, organization, and a human-centered perspective
- 46. 50 @jbriselli | @marsinthestars Make your user a hero
Editor's Notes
- Marli starts
- We’re geeks. What does the rest of the world think of when they hear Alfred?
- Jen
- Experience design has grown beyond simple screen usability and interface design; we now design for a customer’s entire journey across environments and circumstances. Experience design seeks to empower people to achieve their goals and identify opportunities to anticipate their needs along the way.
- Marli
- Jen
- Marli Google Now combines appt in calendar + details in an email + GPS address + maps Speak to Explicit + Implicit search
- Jen Jan 2014 Amazon submitted a patent to ship packages before they’re ordered Speak to why the patent didn’t turn into more
- Jen
- Jen Netflix knows I watched and enjoyed The Fall so it (correctly) suspects I might like Happy Valley Netflix’s rating system is not used for predictive elements, misleading
- Marli In theater it’s said the best lighting design is the one you don’t notice. Similarly, this error message doesn’t seem so amazing, but what other error message is that specific? Suggests something to DO instead of just “wrong username”
- Jen The client was in the insurance industry, trying to create a “wow” experience
- 14 stakeholders What was their goal? A better site and landing page, something members would find useful
- The steps we took [research – design – implementation] Research then created a strategy Call center Analytics
- We invited members to our office: participatory design research Wrote love letters/breakup letters Designed their perfect experience on the site The members started talking about “Siri for insurance!”
- Marli
- Marli These were the initial basis for what we called “triggers”
- Jen Anticipate their needs Easier said than done. Still provide a dashboard of key information, don’t anticipate as if you’ll always be correct
- Anticipate their needs, but get out of the way quickly & unobtrusively
- Marli
- Hang onto the unfeasible items Identify the level of effort Identify the priorities What happens if there’s no trigger? Build a journey: trigger means X happens. How many items appear at once? How frequently? Make it feel “human.”
- Jen
- The Prestige