Sustaining Consumer Engagement
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Sustaining Consumer EngagementWhat are Humana’s next steps?
David Thomas, CUAUser Centered Design - Marketing New Media
Flickr Credit: jmhdezhdez
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Sustaining Consumer EngagementWhat are Humana’s next steps?
1. Objective
2. What MNM-UCD is Doing w/ Consumers-
Explanation of User Experience / Usability
3. Consumer EngagementWhat are the benefits?
4. Our OpportunitySome things to consider.
5. Discussion!
Flickr Credit: jmhdezhdez
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1. Objective• Educate
you about User Centered Design (UCD)•
Inspire
you to find new ways to sustain engagement
when you communicate to consumers
• Share
and collaborate these ideas across Marketing
Flickr Credit: Dalla*
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2. What MNM-UCD is Doingw/ Consumers
User Experience
& Usability Testing
Flickr Credit: Dalla*
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What is User Experience (UX)?The overall experience and satisfaction a user has when using a product or system. *Usability is a tactic of delivering the UX. Typical UX Outputs »
Flickr Credit: = xAv =
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1. User Centered Analysis (UCA)The use of objective data gathering techniques to develop a clear understanding of how users think, behave, and approach a Website or application.(Typical techniques include: user profiling, data gathering, scenarios, focus groups, or card sorting)
Flickr Credit: Pezy Product Innovation
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UCA -
Examples
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2. Information Architecture (IA)The information flow of a system including all variations. (Typically either a flowchart for an application, or a site map of page hierarchy for a website.)
Flickr Credit: Paul Watson
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IA -
Examples
Flowchart & Site Map (Hybrid)Site Map
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3. WireframesA basic visual guide used to suggest the structure of an interface and relationships between its pages.
Flickr Credit: activeside
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Wireframe -
Examples
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Wireframe -
Examples
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4. User Interface (UI or GUI)Actual look & feel of the page design. This includes: formatting, colors, font styles, borders, buttons, containers, images, etc.
Flickr Credit: sunshiny
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UI -
Examples
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UI -
Examples
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5. Functional SpecificationsA detailed document outlining the expected interaction and functional elements of the final user interface design.
Flickr Credit: Alex Grabau
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Functional Spec -
Examples
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What is Usability Testing?Usability is a qualitative attribute that assesseshow easy user interfaces are to use.
5 areas to measure »
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1. LearnabilityHow easy is it for users to accomplish basic tasks the first time they encounter the design?
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2. EfficiencyOnce users have learned the design, how quickly can they perform tasks?
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3. MemorabilityWhen users return to the design after a period of not using it, how easily can they re-establish proficiency?
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4. ErrorsHow many errors do users make, how severe are these errors, and how easily can they recover from the errors?
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5. SatisfactionHow pleasant is it to use the design?
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3. Consumer EngagementWhat are the benefits?
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Keeps people
interested
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Helpsretain
customers
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Chance to provide
guidance
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Understand what user’s
prefer
Flickr Credit: pinkangelbabe
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Encourages brand loyalty
Flickr Credit: pinkangelbabe
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Improves transparency
Flickr Credit: Kevin Steele
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Creates a conversation& dialogue
Flickr Credit: Kevin Steele
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BuildsTrust
Flickr Credit: Jake T
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Flickr Credit: Photoma’s World
Benefits to Engagement1. Keep people interested
2. Help retain customers
3. Provide additional guidance
4. Understand what user’s prefer
5. Encourage brand loyalty
6. Improve transparency
7. Create a conversation & dialogue
8. Build trust
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4. Our OpportunityDeepen the connection with
the consumer and bring untappedrevenue
to the surface.
Flickr Credit: Lisa Randolph
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What Can Marketing DoTo Engage
Consumers?
Flickr Credit: Photoma’s World
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1. Integrate into daily routine and lifestyle
Flickr Credit: Will C.
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2. Build a community online/offline
Flickr Credit: Miss History
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3. Develop real-time communication
Flickr Credit: sparktography
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4. Turn consumers into advocatesand evangelists.
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Flickr Credit: Photoma’s World
Let’s have aDiscussion!
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Flickr Credit: Photoma’s World
Benefits to Engagement:1. Keep people interested
2. Help retain customers
3. Provide additional guidance
4. Understand what user’s prefer
5. Encourage brand loyalty
6. Improve transparency
7. Create a conversation & dialogue
8. Build trust