Sustaining Consumer Engagement

Sustaining Consumer EngagementWhat are Humana’s next steps?

David Thomas, CUAUser Centered Design - Marketing New Media

Flickr Credit: jmhdezhdez

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

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*

2. What MNM-UCD is Doingw/ Consumers

User Experience

& Usability Testing

Flickr Credit: Dalla*

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 =

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

UCA -

Examples

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

IA -

Examples

Flowchart & Site Map (Hybrid)Site Map

3. WireframesA basic visual guide used to suggest the structure of an interface and relationships between its pages.

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Wireframe -

Examples

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.

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UI -

Examples

UI -

Examples

5. Functional SpecificationsA detailed document outlining the expected interaction and functional elements of the final user interface design.

Flickr Credit: Alex Grabau

Functional Spec -

Examples

What is Usability Testing?Usability is a qualitative attribute that assesseshow easy user interfaces are to use.

5 areas to measure »

1. LearnabilityHow easy is it for users to accomplish basic tasks the first time they encounter the design?

2. EfficiencyOnce users have learned the design, how quickly can they perform tasks?

3. MemorabilityWhen users return to the design after a period of not using it, how easily can they re-establish proficiency?

4. ErrorsHow many errors do users make, how severe are these errors, and how easily can they recover from the errors?

5. SatisfactionHow pleasant is it to use the design?

3. Consumer EngagementWhat are the benefits?

Flickr Credit: SueSue2

Keeps people

interested

Flickr Credit: lover1969

Helpsretain

customers

Flickr Credit: paulpablopawel

Chance to provide

guidance

Understand what user’s

prefer

Flickr Credit: pinkangelbabe

Encourages brand loyalty

Flickr Credit: pinkangelbabe

Improves transparency

Flickr Credit: Kevin Steele

Creates a conversation& dialogue

Flickr Credit: Kevin Steele

BuildsTrust

Flickr Credit: Jake T

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

4. Our OpportunityDeepen the connection with

the consumer and bring untappedrevenue

to the surface.

Flickr Credit: Lisa Randolph

What Can Marketing DoTo Engage

Consumers?

Flickr Credit: Photoma’s World

1. Integrate into daily routine and lifestyle

Flickr Credit: Will C.

2. Build a community online/offline

Flickr Credit: Miss History

3. Develop real-time communication

Flickr Credit: sparktography

4. Turn consumers into advocatesand evangelists.

Flickr Credit: theparadigmshifter

Flickr Credit: Photoma’s World

Let’s have aDiscussion!

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