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Enterprise Information Architecture
Prepared By: Critical Mass
June, 2008
2
Business Needs
Exposure to / surfacing of depth of KP content
Make the brand effective online – bringing Total Health to web
Clear, segmented and direct purchase path for consumers, brokers and employers
Better user experience – increased self service, increased retention
Reduced development costs / site maintenance / On-line Operations
3
User View of KP
KP is big – its all connected, with internal KP structures not readily recognized
Notion of site is driven by use of browser and links
Insurance and Health related content are big pieces - It’s not based on my doctor directly
“About KP” is part of core KP
Regional events, community sponsorship should be accessible
Information sharing across the web presence is contextual
4
Associated Sites and Functionality
B2C
B 2 C(Health)
“Insurance” / sales
Student
M’care
2nd Sale
Health Info
Independent sites
Affiliated sites
SearchEng
Ind provider
sites
BrokerSites
Health agencies
Health info
HSA
Health Media
Lifestyle
Hostile sites
Health Vault
About KP / Corp
Health services
Health management
I&FPsBusiness
Cluster Entities and Entities
Concepts
Affinities – attributes within / across entities
Kaiser
B2B
Empl’er
Br
KP Intranet
Provs
Suppl
5
Identifying Business Issues
Integrating “corporate” content – News, Media, Annual Reports, research activities
Maximizing access to “Insurance” (plans) / sales components but accounting for renewals by brokers and employers
Creating space for all B2B / “professional” sites including less consumer facing audiences (suppliers)
Policy around commercial oriented sites – Vision Essentials, Cosmetic Surgery
Maximizing impact of informational content that demonstrate KP commitment to the community – Community Benefits, weekly markets, events
Effectively integrating campaigns / mini-sites that support the brand – Thrive, Food detective, teen smoking
6
Addressing the Issues
An Enterprise Information Architecture:
The strategy that describes how the various entities of an enterprise’s web presence fit together.
A web strategy that aligns the user view of Kaiser with the business goals of Kaiser
EIA Models
8
Why 3 Models?
When designing an EIA model that will meet the needs of both user and business, one model does not appear to address all needs. These 3 draft models are intended to be thought starters and a means to debate pros and cons from a user and business perspective.
9
What are Entities?
Entities: Current stand alone sites Large pieces of key functionality such as physician,
facility and physician home pages
Cluster Entities: Similar sites based on audience types
10
CoreCore
Types of Affinity Models
Core1 2
Everything is KP Model
1 2
3
Segmentation by Audience
12
Core
34
5
Segmentation by Content
Affinity: likeness based on relationship or causal connection involving resemblance in structural plan and indicating a common origin
Core
11
Attributes of an Affinity
Design Elements Brand elements that bind the cluster entities together Different design elements within entities
Personality/ Voice Different personalities between cluster entities Different voice across entities within a cluster entity
Navigation Elements Do users need to navigate to another cluster entity What is common within a cluster entity Return element to kp.org
Information Sharing/ Personalization What are users expectations?
Security / Sign On What are users expectations?
User
Business
12
Overview of the 3 Models
Super Site Audience Segmentation Exposed Navigation
Is like a Shopping Mall
Stores owned individually User decides which store
they want to go into Guidelines for external look
of store Internal layout of store
determined by store owners Layout of mall flexible, you
can browse or follow a site map
Is like a Gap Store
Segments by gender Specialty store with clear
boundaries Store layout is structured
into categories Optimized for selling
particular products Can be a stand alone store
or in a large mall
Is like a Target Store
Everything under one roof Store layout is structured
into categories Optimized for selling
products Stand alone store that sells
many different types of products
1 2 3How can we think about these complex models?
13
Introduction to the 3 Models
Super Site Audience Segmentation Exposed Navigation
Affinities based on ContentAffinities based on AudienceEverything is Kaiser
1 2 3
14
Super site is like a Target store
Sells lots of different types of merchandise of differing brands to all types of audiences
15
EIA Model: KP.org (Super Site)
KP.org (Super Site)
Facilities, Physicians Affiliated Programs
and Providers
Sites that don’t link to kp.org
My Heath Manager Health Plans &
Services
Health & Wellness
Locate Our Services
Prospective Members
Brokers
Employers/ Administrators
Media
Job Seekers
News
16
Audience Segmentation is like the Gap
When you enter the store you segment into men's or woman's. Then you drill down... or find what you are looking for.
Woman's Jeans
Woman's Tees
Men’s Jeans
Men’s Tees
17
EIA Model: Core Audience Segmentation
Core
Members & General Public
My Health Manager
Health & Wellness
Plans & Services
Kaiser Business Audience
Employers Brokers
Media Providers
Independently brandedAffiliate Programsex: Weight Watchers
Sites that don’t link to KP
18
Exposed Navigation is like a mall
Shoes Men’sClothes
Books Jewelry
Boots Jeans Fiction Rings
The mall has lots of stores with different types of merchandise.
Segmentation is done by merchandise type.
19
EIA Model: Exposed Navigation – Main Site(s)
Sites that don’t link to kp.org
Dept Store:Member
ServicesMy Health Mgr
Select a MDLocate our Svcs
Dept. Store:
HealthConditionsPrevention
Dept
Store:
Sales
Medicare
Students
KPIF
Company
plans
Dept
Store
:
B2B
Broke
rs
Custo
mer
s
Med
ia
Provid
ers
SpecialtyShop
SpecialtyShop
SpecialtyShop
SpecialtyShop
SpecialtyShop -
Students
CORE
20
Summary of the 3 Models
Super Site Audience Segmentation Exposed Navigation
Affinities based on ContentAffinities based on AudienceEverything is Kaiser
1 2 3
21
What are the Pros and Cons of these models for our Users?
Discussing the 3 Draft Models
22
What are the Pros and Cons of these models for our Business?
Discussing the 3 Draft Models
23
What would these models mean for implementation and governance strategies?
Discussing the 3 Draft Models