whats so smart about intelligent content?

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PREPARED BY

WHAT’S SO SMART ABOUT INTELLIGENT CONTENT?

@JBRISELLI@MARSINTHESTARS

April 29, 2016

UXPA BOSTON

Jen Briselli, Managing Director of Experience DesignMarli Mesibov, Director of Content StrategyMad*Pow

2@jbriselli | @marsinthestars

Marli MesibovManaging Director, Content Strategy

Jen Briselli, Managing Director, Experience Design

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WHO IS ALFRED?

It’s not just a name.

4@jbriselli | @marsinthestars

Who is Alfred?

5@jbriselli | @marsinthestars

Who is Alfred?

6@jbriselli | @marsinthestars

Who is Alfred?

7@jbriselli | @marsinthestars

Who is Alfred?

8@jbriselli | @marsinthestars

Who is Alfred?

9@jbriselli | @marsinthestars

Who is Alfred?

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Alfred anticipates your every need.

• He makes you feel cared for but not smothered.

• He knows what you need before you do.

• You trust him implicitly.

@jbriselli | @marsinthestars

Who is Alfred?

#BeAlfred

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“Make your customer the hero of your story.” –Ann Handley, MarketingProfs

“The hero of your story should always be the consumer.” –Jonah Sachs, Free Range Studios

Alfred makes Batman into a hero.

#BeAlfred

@jbriselli | @marsinthestars

Who is Alfred?

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TAKE A STEP BACK

Start with the Experience

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Mad*Pow is a design agency full of passionate people, in a creative environment, delivering amazing experiences for industry leading clients.

@jbriselli | @marsinthestars

Agency Overview

• Interaction & Visual Design • Content Strategy & Creation • Experience Strategy &

Service Design

• Research & Validation • Digital Marketing Strategy • Brand Development

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• Cyclical in nature

• Activities revolve around Research & Strategy

• Adapt to a client's needs

• Consistently learn & refine new methods

• Educating & advocating as we go

@jbriselli | @marsinthestars

Our Human-Centered Design Process

DISCOVER SYNTHESIZE GENERATE FOCUS

Initial Insight

Strategy / Plan

Prototype

EVALUATE

15@jbriselli | @marsinthestars

Experience Design

“You’ve got to start with the customer experience and work backwards to the technology.”

- Steve Jobs

16@jbriselli | @marsinthestars

Experience Design

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“Content strategy is planning for the creation, delivery, and governance of usable, useful content.”

–Kristina Halvorson, Brain Traffic

@jbriselli | @marsinthestars

Content Strategy

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When we anticipate users’ needs, we do that through:

• Speaking their language

• Offering valuable “just in time” information

• Semantic search

@jbriselli | @marsinthestars

Content Strategy

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The best practices we discovered for anticipatory design come directly from best practices in experience design and content strategy.

• Focus on context

• Beware over-personalization

• Ensure the user retains ultimate control

@jbriselli | @marsinthestars

Best Practices

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WHERE IS ALFRED?

Everybody’s (trying to) do it.

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• Focus on context

• Beware over-personalization

• Give the user ultimate control

Who’s doing it, and are they succeeding?

@jbriselli | @marsinthestars

Best Practices

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Everyone wants to be Alfred.

23@jbriselli | @marsinthestars

Anticipating the user’s needs

• Highly contextualHelpful!

• Sometimes over-personalized. Creepy!

• User has ultimate controlHelpful!

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Semantic search connects words to meanings

Chosen based on context: time of year and my location.

Google also identified the film that I was looking for.

I searched “movie devil great trick.”

Google was able to complete the quote based off three words, and connect video and text.

@jbriselli | @marsinthestars

25@jbriselli | @marsinthestars

Anticipating the user’s wants

• Somewhat contextualNot expected

• Personalized shoppingHelpful!

• User has final controlHelpful!

26ANTICIPATORY DESIGN - AMAZON RECENT ITEMS

Amazon anticipates product searches

Related to history: other items I have previously viewed.

Chosen based on context: time of year and my location.

Personalized: a broader selection of items I may liked based on browsing

Related to history: other items I have previously viewed.

27@jbriselli | @marsinthestars

Anticipating the user’s preferences

• Not contextualFrustrating!

• Highly personalized Helpful!

• User does not have controlFrustrating!

28@jbriselli | @marsinthestars

Anticipating the user’s concerns

• Not contextualNot expected

• Not personalized Not expected

• User has controlHelpful!

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A CASE STUDY

Making the magic happen.

30@jbriselli | @marsinthestars

The Goal

“We want to be the Amazon of our industry. It’s time to really knock one out

of the park.”

31@jbriselli | @marsinthestars

Opportunities

• Stakeholders were excited for something new

• Users were actively asking for “Siri, but for insurance”

• Insurance is confusing!

• No one has done it before

32@jbriselli | @marsinthestars

Constraints

• We had minimal data

• We didn’t have Google’s “black box” or Netflix’s numerous data engineers

• Insurance users worry about how secure their information is; if we over-personalized we risked losing their trust

33@jbriselli | @marsinthestars

Project steps

1. Discover what members want. “Anticipate my needs” is a broad realm

2. Synthesize the key scenarios

3. Generate formats and design

4. Focus on the user “actions” (Spreadsheet mania!)

DISCOVER SYNTHESIZE GENERATE FOCUS

Initial Insight

Strategy / Plan

Prototype

EVALUATE

34@jbriselli | @marsinthestars

Step 1: Discover. What do members want?

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Step 1: Discover. What do members want?

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CONTEXT

PERSONALIZATION

CONTROL

Step 1: Discover. What do members want?

37@jbriselli | @marsinthestars

Step 2: Synthesize. Explore the key scenarios

Reasons a member might be on the site:

• They receive an email prompting them to log in & activate their coverage

• They want to know how much something will cost

• They need to refill a prescription

• They need to register a PCP to get a referral

• They got a bill or statement they don’t understand

38@jbriselli | @marsinthestars

Step 3: Generate. Design the format

39@jbriselli | @marsinthestars

Step 3: Generate. Design the format

40@jbriselli | @marsinthestars

Step 4: Focus. Collect the member “actions”

An action is:

Something a member does

• Log in

• Update information

• View a claim

• Go to a doctor’s appointment

• Change jobs

Something the organization does

• Process a claim

• Send a bill

• Accept a payment

• Identify upcoming important dates

• Make suggestions

41@jbriselli | @marsinthestars

Find actions by:

• Reviewing analytics

• Brainstorming with the team

• Talking to the dev team

Step 4: Focus. Collect the member “actions”

42@jbriselli | @marsinthestars

FIVE SPREADSHEETS, AND WE’RE JUST GETTING STARTED!

Step 4: Focus. Collect the member “actions”

43@jbriselli | @marsinthestars

The Business Rules are defined by:

• All the actions

• What “triggers” (causes) each action to occur?

• The best triggers are the ones we can control or easily access

• Triggers must be recognizable by the system

• Prioritization of each action and each trigger

Step 4: Focus. Collect the member “actions”

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DO TRY THIS AT HOME

Anticipate customer retention.

49@jbriselli | @marsinthestars

Make your user a hero

You have the power.

• You don’t need a huge team

• You don’t need Google’s black box

• You need motivation, organization, and a human-centered perspective

50@jbriselli | @marsinthestars

Make your user a hero

51@jbriselli | @marsinthestars

Thank you!