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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.
Flickr Credit: activeside
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.
Flickr Credit: sunshiny
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
