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PREPARED BY
WHAT’S SO SMART ABOUT
INTELLIGENT CONTENT?
@JBRISELLI
@MARSINTHESTARS
July 12, 2016
Mad*Pow Webinar
Jen Briselli, Managing Director of Experience Design
Marli Mesibov, Managing Director of Content Strategy
Mad*Pow
2
@jbriselli | @marsinthestars
Marli Mesibov
Managing Director, Content Strategy
Jen Briselli,
Managing Director, Experience Design
3
WHO IS ALFRED?
It’s not just a name.
4
@jbriselli | @marsinthestars
Who is Alfred?
5
@jbriselli | @marsinthestars
Who is Alfred?
6
@jbriselli | @marsinthestars
Who is Alfred?
7
@jbriselli | @marsinthestars
Who is Alfred?
8
@jbriselli | @marsinthestars
Who is Alfred?
9
@jbriselli | @marsinthestars
Who is Alfred?
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
“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
TAKE A STEP BACK
Start with the Experience
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
• Cyclical in nature
• 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
@jbriselli | @marsinthestars
Experience Design
“You’ve got to start with the customer experience
and work backwards to the technology.”
- Steve Jobs
16
@jbriselli | @marsinthestars
Experience Design
17
“Content strategy is planning for the creation,
delivery, and governance of usable, useful content.”
–Kristina Halvorson, Brain Traffic
@jbriselli | @marsinthestars
Content Strategy
18
When we anticipate people’s needs, we do that
through:
• Speaking their language
• Offering valuable “just in time” information
• Semantic search
@jbriselli | @marsinthestars
Content Strategy
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
WHERE IS ALFRED?
Everybody’s (trying to) do it.
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
@jbriselli | @marsinthestars
Everyone wants to be Alfred.
23
@jbriselli | @marsinthestars
Anticipating the user’s needs
• Highly contextual
Helpful!
• Sometimes over-
personalized.
Creepy!
• User has ultimate
control
Helpful!
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
@jbriselli | @marsinthestars
Anticipating the user’s wants
• Somewhat contextual
Not expected
• Personalized shopping
Helpful!
• User has final control
Helpful!
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
@jbriselli | @marsinthestars
Anticipating the user’s preferences
• Not contextual
Frustrating!
• Highly personalized
Helpful!
• User does not have
control
Frustrating!
28
@jbriselli | @marsinthestars
Anticipating the user’s concerns
• Not contextual
Not expected
• Not personalized
Not expected
• User has control
Helpful!
29
A CASE STUDY
Making the magic happen.
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
@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
@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
@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
@jbriselli | @marsinthestars
Step 1: Discover. What do members want?
35
@jbriselli | @marsinthestars
Step 1: Discover. What do members want?
36
@jbriselli | @marsinthestars
CONTEXT
PERSONALIZATION
CONTROL
Step 1: Discover. What do members want?
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
@jbriselli | @marsinthestars
Step 3: Generate. Design the format
39
@jbriselli | @marsinthestars
Step 3: Generate. Design the format
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
@jbriselli | @marsinthestars
Find actions by:
• Reviewing analytics
• Brainstorming with the team
• Talking to the dev team
Step 4: Focus. Collect the member “actions”
42
@jbriselli | @marsinthestars
FIVE SPREADSHEETS, AND WE’RE JUST GETTING
STARTED!
Step 4: Focus. Collect the member “actions”
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”
48
DO TRY THIS AT HOME
Anticipate customer retention.
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
50
@jbriselli | @marsinthestars
Make your user a hero
51
@jbriselli | @marsinthestars
Thank you!
Marli Mesibov
Managing Director, Content Strategy
mmesibov@madpow.com
Jen Briselli,
Managing Director, Experience Design
jbriselli@madpow.com

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What's So Smart About Intelligent Content - Webinar, UXPA Boston 2016 - Jen Briselli & Marli Mesibov

Notas del editor

  1. Marli starts
  2. We’re geeks. What does the rest of the world think of when they hear Alfred?
  3. Jen
  4. 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.
  5. Marli
  6. Marli Google Now combines appt in calendar + details in an email + GPS address + maps Speak to Explicit + Implicit search
  7. Jen Jan 2014 Amazon submitted a patent to ship packages before they’re ordered Speak to why the patent didn’t turn into more
  8. Jen
  9. 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
  10. 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”
  11. Jen The client was in the insurance industry, trying to create a “wow” experience
  12. 14 stakeholders What was their goal? A better site and landing page, something members would find useful
  13. The steps we took [research – design – implementation] Research then created a strategy Call center Analytics
  14. 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!”
  15. Marli
  16. Marli These were the initial basis for what we called “triggers”
  17. 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
  18. Anticipate their needs, but get out of the way quickly & unobtrusively
  19. Marli
  20. 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.”
  21. Jen
  22. The Prestige