the user experience is your brand
DESCRIPTION
A case study and approach to detecting and fixing a great organizational brand online - presented at the 2011 Internet Summit #ISum11 ...Based on my experience as the former Director of Internet Strategy & Web Services at Hopkins Medicine. The presentation reflects personal opinions and not of Hopkins Medicine. Drew Diskin and Hopkins Medicine (and its affiliates) are independent of each other. All rights reserved, respectively.TRANSCRIPT
Presented by Drew Diskin, MS
The User Experience is YOUR Brand
© Drew Diskin
Easy to see. Hard to define.
How do we relatestimuli and prompts in the real world and digitally…
What we wantEaseSpeedConvenience
What we needTimelyRelevantValuable
Real world Digital
How is digital different from the real world? It’s NOT.
How I am treated Concierge offerings Helpful information Useful Available Pleasant Engaging Accepted
Navigation Commerce Content Portable Distributed Visual Multimedia/Interactive Social Media
Ironies and Opportunities
Hopkins Medicine
The Johns Hopkins Hospital & Health System2,000,000+ patients treated p/yr34,000+ employees250+ medical divisions$6.5 billion in value
Physical reality
ReputationInnovationHopkinsUSA/Referrals/NIH/Philanthropy
Digital woes HopkinsMedicine.org
350+ websites75,ooo+ pages250+ content managers
+62% Bounce ratesDisgruntled UsersUnsuccessful KPI GoalsNo web staff. No social. No strategy.
Reality…
Your brand sucks (online)
…No one said the truth is pretty.
How to diagnose if your brand is in danger…
The obviousAnalytics/Baselines/Server Logs
UX Testing/PrototypingFocus Groups/Online Surveys/Sentiment Monitoring
Informal Conversations with Internal/External
The not so obviousAre people returningSharingConvertingCompleting tasksAccessing via mobileTrendingFacebook-ingMentions and sentimentWhere else were they
before and after?
How to fix the UX
Measure, Resource, Prototype and Measure again… Repeat, as this is necessary.
Create a positioning statement for digital engagement
Invest in the people, technical infrastructure and tools
Integrate the operations with the online experience
Remove (clutter, content and nav items) and review
Look at other industry best-of sites, social and interactive
Build C-suite supportDevelop a communications culture
Brand rescue mantra for UX Connect the brand wherever
audiences need it Be relevant and helpful with
the content provided Allow users to learn more
and take action Provide progressive digital
resources that support the lifestyle of the user
Invest in the infrastructure and resources to deliver effectively
Extend the reputation by enhancing it with trust
Taking on the Business of Digital Business
Old: Communicating to customers = one to many
New: People connect around a brand = many to many AND one to one
• DISTRIBUTION
• SOCIAL MEDIA
• USER EXPERIENCE / INFO. ARCHITECTURE
• DIDITAL / CONTENT DEVELOPMENT
• ECOMMERCE / TRANSACTIONS
Big Picture Approach Strategic Framework
Audiences Enablers
PUSH
PULL
Marketing and Messaging Strategy
Operations Integration
Digital Engagement Strategy Framework
ANALYTICS / UX /INFORMATION
ARCHITECTURE
DISTRIBUTION SOCIAL MEDIA
ECOMMERCE / TRANSACTIONS
DIGITAL / CONTENTDEVELOPMENT
•Website Production•Content Creation•User Experience Design•Video Production•Mobile Applications
INT
ER
NA
L
PR
OC
ES
SE
SE
XT
ER
NA
L P
LA
TF
OR
MS
Business Development Objectives
Governance
Audience Needs
Engagement
INT
ER
NA
L
PL
AT
FO
RM
SE
XT
ER
NA
L P
RO
CE
SS
ES
Learn more / Take action
Understand / Deliver
Did it work?Traffic* to key pages:
Find a Doctor + 187% Apply to the School of Medicine + 200% Surgeries + 89% News Media + 56% …and the hospital still ranks
#1 in the country (US News)
*based on same time frame the year before
