Post on 30-Nov-2014
description
The Anatomy of a Personalization System:
Derek Olson, Vice President, Foraker Design
Three Case Studies
Is your website acting like it’s on a first date instead of an anniversary dinner?
1 2 3
Improving Health Care Decision Making
Custom Web to Print
Snakes on a Plane
Case Studies:
personalization? What is
“The combination of a ‘person’ and a bunch of ‘alization’”.
“…involves using technology to accommodate the differences between individuals.”
“Delivering the right information, to the right people, at the right time, in the right format and language.”
Person alization (Machinery that measures, analyzes, and eventually partially or fully automates content delivery)
(Business or website owners, content writers and editors, UX folk. NOT the end user.)
When not to personalize
When you have a crappy website
When you don’t have a
UCD program in place
When you have a great website (but there’s no value add)
When you might consider personalization:
To surface relevant content that a user would otherwise not know to look for
To identify high profit customers and then make them more profitable
To partially or fully automate more effective marketing to users or audience segments
Key: add value above and beyond an already high-performing site or app
Key Steps of Personalization
Measure! Traffic, user feedback, customer inquiries,
sales data, user demographics—anything
that will help you make measurable improvements.
Develop and Test Develop and test these improvements. Start
simple. Collect data on what works. Refine.
Key Steps of Personalization
Key Steps of Personalization
Automate Find ways to automate delivery of personalized
content or application functionality to users—when
it makes sense.
Breastcancer.org
Case Study 1
The “Person” -
Breastcancer.org editorial and medical advisory staff.
Breastcancer.org
Case Study 1
The “alization” -
Custom Ruby on Rails
PostgreSQL database
SDL Tridion CMS
Google Analytics
Breastcancer.org
Case Study 1
“You have breast cancer...”
Breastcancer.org
Case Study 1
Breastcancer.org
Case Study 1
?
Subtrac(onProbeTechnology ChromogenicInSituHybridiza(on
Breastcancer.org
Case Study 1
Colloid
OncogeneOverexpression
Subtrac(onProbeTechnology ChromogenicInSituHybridiza(on
Thermography
CA15.3
Cribriform
Mucinous
Breastcancer.org
Case Study 1
Colloid
ProgesteroneReceptors
ER/PR+
Her2/neuOncogeneOverexpression
DigitalTomosynthesis
Subtrac(onProbeTechnology ChromogenicInSituHybridiza(on
Thermography
CA15.3
CA125
CA27.29
Comedo
Cribriform
Ki‐67Mucinous
Papillary
Breastcancer.org
Case Study 1
Colloid
Posi(vemargins
ER/PR+
Her2/neu
FluorescenceInSituHybridiza(on
ImmunoHistoChemistry
DigitalTomosynthesis
DuctalLavage
Subtrac(onProbeTechnology ChromogenicInSituHybridiza(on
Thermography
CA15.3
CA125Cribriform
DuctalCarcinomaInSitu
Ki‐67Mucinous
Papillary
Comedo
ProgesteroneReceptors
OncogeneOverexpression
CA27.29
Breastcancer.org
Case Study 1
Breastcancer.org
Case Study 1
And then, if you’re like an awful lot of folks, you’ll click on the first organic result, which is breastcancer.org…
Breastcancer.org
Case Study 1
Lessons from User Research… Clear navigation and powerful search were not enough
But, oh, the risks of personalization…
Breastcancer.org
Case Study 1
Risks of Personalization…
Breastcancer.org
Case Study 1
Overly negative and/or poorly targeted research articles
Too much info about advanced new treatments that they were “missing out on”
Users unable to report their own diagnosis information accurately
Five vocabularies were developed to assign metadata to content.
Breastcancer.org
Case Study 1
Audience Situa(onClinical
Characteris(csPerspec(ve Topic
Breastcancer.org
Case Study 1
Patients
Family & Friends
Press & Public
Clinicians & Providers
Worried Well
Audience
Breastcancer.org
Case Study 1
Situation Just Diagnosed
Waiting for Test Results
Undergoing Treatment
Recovery & Renewal
Metastatic Cancer
End of Life
Breastcancer.org
Case Study 1
Clinical Characteristics Lobular Carcinoma In Situ
Ductal Carcinoma In Situ
Inflammatory Breast Cancer
Recurrent Cancer
Metastatic
Lymph Node Involvement
Male Breast Cancer
Post-menopausal
*This is a partial list
Breastcancer.org
Case Study 1
Perspective Clinical
Emotional
Practical
Press / Public
Breastcancer.org
Case Study 1
Topic Environmental Risk Factors
Genetic Risk Factors
Symptoms, Self-Detection & Breast Self-Examination
Medical Screening and Testing
Dealing with Cancer Fear
Surgery
Chemotherapy
Radiation Therapy
Hormonal Therapy *This is a partial list
Breastcancer.org
Case Study 1
Audience
Situa,on
ClinicalCharacteris,cs
Patients
Lymph Nodes Removed: 20+
Undergoing Treatment
Breastcancer.org
Case Study 1
Audience
Situa,on
ClinicalCharacteris,cs
Patients
Estrogen Receptor+ Progesterone Receptor+ Pre-menopausal
Undergoing Treatment
Audience
Breastcancer.org
Case Study 1
Audience
Situa,on
ClinicalCharacteris,cs
Patients
Estrogen Receptor+ Progesterone Receptor+ Pre-menopausal
Undergoing Treatment
Breastcancer.org
Case Study 1
Metadata for personal profiles was made possible by adding structure to already in-use signature information
How it works
Push personalized content to users based on profile info: Email Website content RSS (in funding)
Breastcancer.org staff create rules for content metadata and personal metadata overlap “fingerprints” that add value
Breastcancer.org
Case Study 1
Why Personalization is Important
Allows breast cancer patients to fully understand their diagnosis—making them more likely to question their doctors.
Provides extra information that users would not necessarily know to look for via search or navigation.
Breastcancer.org
Case Study 1
Data Warehouse Client
Case Study 2
Formulary data (drug coverage across states, health plans, and tiers) is populated by a team of pharmacists that keep the database up-to-date daily via another piece of the application.
Data Warehouse Client
Case Study 2
Why Personalize? Pharmaceutical corporations do
their marketing everywhere.
To convince doctors that a drug
is cheaper than an alternative.
Pharmaceutical sales reps can
tailor printed marketing materials
to individual doctors.
Data Warehouse Client
Case Study 2
The “Person”
Pharmaceutical corporation sales staff
Data Warehouse Client
Case Study 2
The “alization”
Custom ColdFusion application
PostgreSQL database
iText Java Library PDF rendering tool
Data Warehouse Client
Case Study 2
How it works
Sales reps start by selecting:
Drug Class
Drug
State
Health Plan
Data Warehouse Client
Case Study 2
How it works
Sales Reps may then select
options such as:
Whether to display co-pays
The order in which results
appear
Bolding of results
Data Warehouse Client
Case Study 2
How it works
Sales reps may add “personal
touches”, and then generate a print-
ready PDF file.
Automatically sent to approved print
vendors for production.
Data Warehouse Client
Case Study 2
Why Personalization is Important
Allows sales staff to quickly turn up-to-date, national database of formulary information into glossy, personalized marketing materials.
Fine control over data presentation, geographic coverage, and formatting add to effectiveness of marketing materials.
ShipYourReptiles.com
Case Study 3
(Snakes on a Plane)
Why Personalize?
To target customer service
resources, volume-based
discounts, and value-add features
towards certain purchasing profiles.
Convenience = increased profits
Preferred status = repeat business
and collection of valuable feedback
ShipYourReptiles.com
Case Study 3
The “Person”
ShipYourReptiles customer
service and sales staff:
Reptile shipping experts
Thorough understanding of
UPS rate structure
Capable of making account
upgrades
ShipYourReptiles.com
Case Study 3
The “alization”
Custom Ruby on Rails
application
PostgreSQL database
Google Analytics
ShipYourReptiles.com
Case Study 3
How it works
Due to unique requirements of UPS
shipping label purchase, all users must
create accounts to buy labels.
Users may personalize their own accounts:
Stored payment methods
Address book for ship-from and ship-to
addresses
ShipYourReptiles.com
Case Study 3
How it works
Account managers may
review order activity, and
upgrade accounts for high-
volume customers.
ShipYourReptiles.com
Case Study 3
Why Personalization is Important
In eCommerce, every fraction of a percentage point counts
when multiplied across thousands of orders and customers,
day in and day out.
ShipYourReptiles.com
Case Study 3
Conclusion:
Measure!
Develop and Test
Automate
Review of Key Steps of Personalization:
Derek Olson VP, Foraker Design dlo@foraker.com (303) 449-0202
Questions?
Questions?