Physician Know Thy Customers


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Physician Know Thy Customers

  1. 1. Physician, Know Thy User! Using Personas to Target Content and Usability Joe Sokohl DocTrain Life Sciences June 2008
  2. 2. <ul><li>User Experience Design Solutions </li></ul>Defining Experiences that Meet Users’ Needs
  3. 3. <ul><li>Employ established, industry-standard user-centered design (UCD) techniques to: </li></ul><ul><ul><li>Understand users’ goals and objectives </li></ul></ul><ul><ul><li>Research, observe, and interview users to analyze and prioritize their needs </li></ul></ul><ul><ul><li>Plan and design high-quality experiences that enable user and business success </li></ul></ul><ul><ul><li>Apply a philosophy of continuous improvement to rapid design iterations </li></ul></ul><ul><li>Prioritize smaller initial investments to yield user and business insights that guide long-term user experience implementation and management strategy </li></ul>A UCD Approach Product Design Team Business BAs, SMEs Users User-Centered Design Team Information Architects, Visual Designers, Web Developers, Technical Writers Architects, Engineers “ You can use an eraser on the drafting table or a sledge hammer on the construction site.” — Frank Lloyd Wright
  4. 4. <ul><li>User personas and scenarios aggregate key findings of user research to describe “real people” and how they will use the future application. Instead of mere system abstractions, they describe complex functionality in a way both system developers and client stakeholders can understand. </li></ul>People-Based Design Personas Fictionalized representations of real user groups upon which application design decisions can be based, personas include descriptions of users’ goals, pressures and pain points, work environment, critical requirements of the site, key opportunities to address those requirements, and other contextual information. Scenarios A critical first step in translating personas into detailed design insight, scenarios demonstrate key tasks that target users need to perform when interacting with the system, and describe at a high level how the system will help users accomplish those tasks.
  5. 5. <ul><li>“… all aspects of the user’s interaction with a company, its services, and its products.” </li></ul>What is User Experience? Users perform Tasks to achieve their Goals Users interact with features and functions in your products, Websites, applications, and devices <ul><li>Positive Experience </li></ul><ul><ul><li>Loyalty </li></ul></ul><ul><ul><li>Increased sales </li></ul></ul><ul><ul><li>Referrals </li></ul></ul><ul><ul><li>Brand enhancement </li></ul></ul><ul><li>Negative Experience </li></ul><ul><ul><li>Dissatisfaction </li></ul></ul><ul><ul><li>Loss of business </li></ul></ul><ul><ul><li>“ Stay-away” word of mouth </li></ul></ul><ul><ul><li>Brand deterioration </li></ul></ul><ul><li>Expectations Frame the Experience </li></ul><ul><li>Users filter their experience through </li></ul><ul><ul><li>Brand perception </li></ul></ul><ul><ul><li>Prior experience </li></ul></ul>User
  6. 6. A Good User Experience is Intentional <ul><li>If you go to a fine French restaurant, you park your car , go inside , and order food from a human being who brings the food to you. If you go to McDonald's, you park your car , go inside , and order food from a human being who brings the food to you. </li></ul>The dining experience , however, is vastly different. The quality of food also plays a factor. But even if both restaurants served the same fare, it is the overall experience that will ultimately satisfy users and make the experience a pleasurable one . – Alan Cooper
  7. 7. <ul><li>Using Research to Define the User </li></ul>Case Study
  8. 8. What the Project Was All About With the integration of the various business divisions into one digital portal, Icon Medialab helped the customer provide a wide range of services to assist healthcare professionals in better serving patients. These services include training, education, consulting and access to clinical protocols, as well as a guide to products that helps healthcare professionals accomplish their clinical and business goals. The uniqueness of this special B-to-B e-commerce site was marked by state-of-the art information service; a wide range of clinical product specification; and easy support, pricing and ordering. Icon Medialab would support the client's existing brand strategy by focusing strongly on the users as well as clear usability.
  9. 9. Methodology <ul><li>Existing information </li></ul><ul><ul><li>Cooper Research </li></ul></ul><ul><ul><li>CT Web study </li></ul></ul><ul><ul><li>BCG workshops </li></ul></ul><ul><li>Interviews </li></ul><ul><ul><li>43 interviews </li></ul></ul><ul><ul><li>10 GGs plus Women‘s Health </li></ul></ul><ul><ul><li>4 countries </li></ul></ul><ul><ul><li>Predominately face-to-face </li></ul></ul><ul><ul><li>More than 50 hours of interviews </li></ul></ul><ul><li>Heuristics </li></ul><ul><ul><li>How do people use the Internet? </li></ul></ul><ul><ul><li>How do people interact with information sources? </li></ul></ul>
  10. 10. Our Task <ul><li>Constraints </li></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Materials </li></ul></ul><ul><ul><li>Expectations </li></ul></ul><ul><ul><li>Politics </li></ul></ul><ul><li>Cooperation </li></ul><ul><ul><li>Speed of reaction from GGs </li></ul></ul><ul><ul><li>Multiple offices of multiple companies </li></ul></ul>“ The problem with ‘quick and dirty,’…is that ‘dirty’ is remembered long after ‘quick’ is forgotten.” ___Steve McConnell, Software Project Survival Guide
  11. 11. Interviews and Such <ul><li>“ I still hear far too much dogmatism about what people really ‘want,’ what they ‘believe,’ or how they ‘really’ behave, but I see very little data. It doesn’t take much data....[Jakob Nielsen says that] three to five people will give you enough for most purposes. But they need to be real people, doing real activities. Don’t speculate. Don’t argue. Observe.” </li></ul><ul><li>___Don Norman, “Affordance, Conventions, and Design” interactions May/June 1999 </li></ul>
  12. 12. User Profiles Purpose and Goals <ul><li>Create archetypes of people to achieve understanding for— </li></ul><ul><ul><li>Interaction design </li></ul></ul><ul><ul><li>Concept development </li></ul></ul><ul><ul><li>Visual design </li></ul></ul><ul><ul><li>Goal-reaching </li></ul></ul><ul><li>Use these profiles to— </li></ul><ul><ul><li>Achieve agreement on who is using the site </li></ul></ul><ul><ul><li>Create use case model survey (high-level use cases) </li></ul></ul><ul><ul><li>Achieve agreement on the use case model survey </li></ul></ul><ul><ul><li>Create information architecture that leads to navigation design </li></ul></ul><ul><ul><li>Ensure throughout development that all features meet key goals of key users </li></ul></ul>
  13. 13. User Profiles (summary) <ul><li>The Imagist </li></ul><ul><ul><li>Radiologist, anesthesiologist </li></ul></ul><ul><li>The Empathist </li></ul><ul><ul><li>Radioncologist, OB/GYN, oncologist, cardiologist, urologist </li></ul></ul><ul><li>The Financialist </li></ul><ul><ul><li>Administrator (often director of a department), CFO, purchaser </li></ul></ul><ul><li>The Technologist </li></ul><ul><ul><li>Sonographer, mammographer, radiation therapist, medical technical assistant (MTA), medical technical radiology assistant (MTRA), anesthesia nurse </li></ul></ul><ul><li>The Physicist </li></ul><ul><ul><li>Physicist </li></ul></ul><ul><li>The Maintainist </li></ul><ul><ul><li>Med tech, engineers, IT/system administrators </li></ul></ul><ul><li>The Insider </li></ul><ul><ul><li>Sales, demo, applications support, trainer, marketing, software developer </li></ul></ul><ul><li>The Generalist </li></ul><ul><ul><li>Referring physician, patient </li></ul></ul>
  14. 14. Imagist r adiologist, anesthesiologist <ul><li>Attributes & Attitudes </li></ul><ul><ul><li>Highly educated and focused </li></ul></ul><ul><ul><li>Focused on own specialty </li></ul></ul><ul><ul><li>Technically aware </li></ul></ul><ul><ul><li>High visual analysis capacity </li></ul></ul><ul><ul><li>Technical, not personal focus </li></ul></ul><ul><ul><li>Self-centered, self-assured </li></ul></ul><ul><ul><li>Pragmatic </li></ul></ul><ul><ul><li>Social skills not primary focus—little continual patient contact </li></ul></ul><ul><ul><li>Competitive </li></ul></ul><ul><ul><li>Short attention span </li></ul></ul>
  15. 15. Imagist r adiologist, anesthesiologist <ul><li>Information Needs & eSelling Impact </li></ul><ul><ul><li>Clinical & imaging practices </li></ul></ul><ul><ul><li>Product information concentrating on new features and capabilities (differentiation) </li></ul></ul><ul><ul><li>Narrow, known-item searching </li></ul></ul><ul><ul><li>Conferences, courses, literature </li></ul></ul><ul><ul><li>Quick-loading pages very important </li></ul></ul><ul><ul><li>Publishing possibilities interesting </li></ul></ul><ul><ul><li>Not interested in chat or interactive features </li></ul></ul><ul><ul><li>Not interested in technology for technology‘s sake </li></ul></ul>
  16. 16. Empathist Radioncologist, OB/GYN, cardiologist, urologist <ul><li>Attributes & Attributes </li></ul><ul><ul><li>Highly educated </li></ul></ul><ul><ul><li>Patient focused </li></ul></ul><ul><ul><li>Long hours </li></ul></ul><ul><ul><li>Long-term patient contact </li></ul></ul><ul><ul><li>Science as art concept (RO) </li></ul></ul>
  17. 17. Empathist Radioncologist, OB/GYN, cardiologist, urologist <ul><li>Information Needs & eSelling Impact </li></ul><ul><ul><li>Interested in downloadables for patients </li></ul></ul><ul><ul><li>Long hours mean little time for browsing </li></ul></ul><ul><ul><li>Chat/interactive interesting as a recommendation for patients, not for self-education </li></ul></ul><ul><ul><li>Ongoing professional development needed </li></ul></ul><ul><ul><li>Clinical & imaging practices </li></ul></ul><ul><ul><li>Product information concentrating on new features and capabilities (differentiation) </li></ul></ul><ul><ul><li>Conferences, courses, literature </li></ul></ul>
  18. 18. Financialist Administrator (often director of a department), CFO, purchaser <ul><li>Attributes & Attitudes </li></ul><ul><ul><li>Highly educated in broad sense (MBA/MHA as well as often clinical background) </li></ul></ul><ul><ul><li>Tough, matter-of-fact, can be pushy </li></ul></ul><ul><ul><li>Overtime and rarely a moment to rest </li></ul></ul><ul><ul><li>Budgetary, planning, problem-solving, and communication skills </li></ul></ul><ul><ul><li>Decisive multitasker </li></ul></ul><ul><ul><li>Strong management skills </li></ul></ul><ul><ul><li>Interested in price/value, not features, of products </li></ul></ul><ul><ul><li>Might manage the team that investigates new equipment </li></ul></ul>
  19. 19. Financialist Administrator (often director of a department), CFO, purchaser <ul><li>Information Needs & eSelling Impact </li></ul><ul><ul><li>Pricing and features comparisons </li></ul></ul><ul><ul><li>Contact & company info </li></ul></ul><ul><ul><li>Trends in helathcare admin </li></ul></ul><ul><ul><li>Logistics </li></ul></ul><ul><ul><li>Equipment lifecyle, patient throughput, uptime, spare parts, upgrade </li></ul></ul><ul><ul><li>Chat/interactive not needed, but personal relationship important </li></ul></ul><ul><ul><li>Information visualization must be clear </li></ul></ul><ul><ul><li>Data-rich environment OK. </li></ul></ul>
  20. 20. Technologist Sonographer, mammographer, RT, MTA, MTRA, anesthesia nurse, physicist <ul><li>Attributes & Attitudes </li></ul><ul><ul><li>Mostly female </li></ul></ul><ul><ul><li>High social & interpersonal skills—first contact with patient </li></ul></ul><ul><ul><li>Technically oriented </li></ul></ul><ul><ul><li>Product specialist—learn about new methods </li></ul></ul><ul><ul><li>Ease of use key </li></ul></ul><ul><ul><li>Attention to detail </li></ul></ul><ul><ul><li>Fast workflow key </li></ul></ul><ul><ul><li>Automated processes important </li></ul></ul><ul><ul><li>Lots of standing </li></ul></ul><ul><ul><li>Work according to schedules </li></ul></ul><ul><ul><li>Rarely has own workspace other than the equipment room </li></ul></ul>
  21. 21. Technologist Sonographer, mammographer, RT, MTA, MTRA, anesthesia nurse, physicist <ul><li>Information Needs & eSelling Impact </li></ul><ul><ul><li>Need for alternative training channels </li></ul></ul><ul><ul><li>Conferences usually in not-so-great places (contrast to Imagist/Empathist) </li></ul></ul><ul><ul><li>Product info (procedural, tips, techniques) and shared experiences by other users </li></ul></ul><ul><ul><li>Teach and inform patients </li></ul></ul><ul><ul><li>Rare to have Internet access in work environment. Can have home access </li></ul></ul>
  22. 22. Maintainist Med tech, engineers, IT/system administrators <ul><li>Attributes & Attitudes </li></ul><ul><ul><li>Mostly male, technical/ engineering background </li></ul></ul><ul><ul><li>Interfaces with service entities </li></ul></ul><ul><ul><li>Follows documentation and regulatory documents </li></ul></ul><ul><ul><li>Rare patient contact </li></ul></ul><ul><ul><li>Generates statistics and analysis for equipment lifecycle history </li></ul></ul><ul><li>Information Needs & eSelling Impact </li></ul><ul><ul><li>New equipment, options, upgrade news </li></ul></ul><ul><ul><li>Information on recalls and technical issues (FAQs) </li></ul></ul><ul><ul><li>Contact information </li></ul></ul>
  23. 23. Insider Sales, demo, applications support, trainer, marketing, software developer <ul><li>Attributes & Attitudes </li></ul><ul><ul><li>Wide background, usually university educated </li></ul></ul><ul><ul><li>Often sales or marketing background/experience </li></ul></ul><ul><ul><li>Interfaces with service entities on lifecycle issues, specialists and technologists during product evaluation, and financialists during sales negotiations </li></ul></ul><ul><ul><li>Follows documentation and regulatory documents </li></ul></ul><ul><ul><li>Rare patient contact </li></ul></ul><ul><ul><li>Strong interpersonal skills </li></ul></ul><ul><li>Information Needs & eSelling Impact </li></ul><ul><ul><li>Product and clinical information to provide to customers </li></ul></ul><ul><ul><li>Regulated, scheduled life leaves little time for browsing and experiential learning </li></ul></ul><ul><ul><li>Contact information updated </li></ul></ul><ul><ul><li>Tools to help shorten sales or demo lifecycle </li></ul></ul>
  24. 24. Generalist Referring physician, patient <ul><li>Attributes & Attitudes </li></ul><ul><ul><li>Strong interpersonal skills </li></ul></ul><ul><ul><li>Physician concerned about patient‘s experience with specialists </li></ul></ul><ul><ul><li>Longer-term doctor-patient relationship </li></ul></ul><ul><li>Information Needs & eSelling Impact </li></ul><ul><ul><li>Clinical information to provide to patients, who need understandable information in stressful situations </li></ul></ul><ul><ul><li>Secondary, browsing interest in other fields </li></ul></ul><ul><ul><li>Information about health care administration and costs </li></ul></ul><ul><ul><li>Limited overall Internet experience, ability, and connection. Therefore, information needs to be directed, easy to access, and clear. </li></ul></ul>
  25. 25. Externalist Academics, competition <ul><li>Attributes & Attitudes </li></ul><ul><ul><li>Academics are skeptical </li></ul></ul><ul><ul><li>Patients and their families are focused on the illness at hand </li></ul></ul><ul><li>Information Needs & eSelling Impact </li></ul><ul><ul><li>Clinical information from a general standpoint </li></ul></ul>
  26. 26. <ul><li>Impact of Good Research </li></ul>Putting It All Together
  27. 27. Q & A Questions? Thank You!
  28. 28. Questions / Feedback Thank You! Keane Corporate Headquarters 210 Porter Drive, Suite 315, San Ramon, CA 94583 Main: 925.838.8600 Toll free: 877.88. KEANE www. keane .com Joe Sokohl [email_address] Australia | Canada | France | India | New Zealand | Singapore | Switzerland | United Arab Emirates | United Kingdom | United States