what's so smart about intelligent content

1

PREPARED BY

WHAT’S SO SMART ABOUT INTELLIGENT CONTENT?

@JBRISELLI@MARSINTHESTARS

July 12, 2016

Mad*Pow Webinar

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

2@jbriselli | @marsinthestars

Marli MesibovManaging Director, Content Strategy

Jen Briselli, Managing Director, Experience Design

3

WHO IS ALFRED?

It’s not just a name.


Who is Alfred?

10

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

11

“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


Who is Alfred?

12

TAKE A STEP BACK

Start with the Experience

13

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


Agency Overview

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

Service Design

• Research & Validation • Digital Marketing Strategy • Brand Development

14

• Cyclical in nature

• Adapt to a client's needs

• Consistently learn & refine new methods

• Educating & advocating as we go


Our Human-Centered Design Process

DISCOVER SYNTHESIZE GENERATE FOCUS

Initial Insight

Strategy / Plan

Prototype

EVALUATE


Experience Design

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

- Steve Jobs


Experience Design

17

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

–Kristina Halvorson, Brain Traffic


Content Strategy

18

When we anticipate people’s needs, we do that through:

• Speaking their language

• Offering valuable “just in time” information

• Semantic search


Content Strategy

19

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


Best Practices

20

WHERE IS ALFRED?

Everybody’s (trying to) do it.

21

• Focus on context

• Beware over-personalization

• Give the user ultimate control

Who’s doing it, and are they succeeding?


Best Practices


Everyone wants to be Alfred.


Anticipating the user’s needs

• Highly contextualHelpful!

• Sometimes over-personalized. Creepy!

• User has ultimate controlHelpful!

24

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.



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.


Anticipating the user’s preferences

• Not contextualFrustrating!

• Highly personalized Helpful!

• User does not have controlFrustrating!


Anticipating the user’s concerns

• Not contextualNot expected

• Not personalized Not expected

• User has controlHelpful!

29

A CASE STUDY

Making the magic happen.


The Goal

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

of the park.”


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


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


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


Step 1: Discover. What do members want?


CONTEXT

PERSONALIZATION

CONTROL



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


Step 3: Generate. Design the format


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


Find actions by:

• Reviewing analytics

• Brainstorming with the team

• Talking to the dev team



FIVE SPREADSHEETS, AND WE’RE JUST GETTING STARTED!



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


48

DO TRY THIS AT HOME

Anticipate customer retention.


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


Make your user a hero


Thank you!

Marli MesibovManaging Director, Content [email protected]

Jen Briselli, Managing Director, Experience [email protected]