Axx discovery doc
- 1. DISCOVERY DOCUMENTATION XXXXXXXXX SOCIETY OF XXXXXXXXXXXXXX MICROSITE PREPARED FOR: XXX PREPARED BY: XXXXXXXXX DATE: SATURDAY, OCTOBER 15, 2011 VERSION 1.0 XXXXXXXXX xxxxxx 1 of 8
- 2. Introduction ......................................................................................................................... 3 User Matrix.......................................................................................................................... 4 User Scenarios.................................................................................................................... 5 Tactical Recommendations.................................................................................................. 6 XXXXXXXXX xxxxxx 2 of 8
- 3. Introduction XX Xxxxxxx has been tasked with creating a microsite that aligns with the American Society of Xxxxxxxxxxxxxxxxs XXXX Campaign. This document provides the supporting information used to help formulate the structure, tone and general direction the microsite. To create a user centric experience, we must understand who the people are that will visit the site and their motivations and means to get there. Finding the balance between the users movitations and the business objectives is critical. The delivery of an experience that successfully balances these two entities is outlined in the last part of this document- tactical recommendations. XXXXXXXXX xxxxxx 3 of 8
- 4. User Matrix Typically, when designing a new site, we create audience profiles that represent what a typical user of the site might look like. Such profiles ensure that the site is designed to meet the needs of its users. For the XXX Microsites users, the most commonalities are found in their needs and motivations. Below is a matrix of the audience landscape for the new site. User Type Needs and Motivations Key Messaging Patient or Actively seeking validation of Offer educational support and tools Patient兵s Family/ diagnosis or seeking to self- Showcase credibility and Friend diagnose quali鍖cations of doctors. Emotionally driven Boost con鍖dence by providing More likely to be swayed by content actionable steps patients can take to (May have already that addresses their personal safeguard themselves been diagnosed medical needs Ease users兵 minds through and may be Need simple and direct language transparency and education scheduled for Looking towards others in similar Provide clear and relevant calls to surgical procedure) situations for comfort action (Bring this with you) Provide case studies / success stories users can identify with Health Conscious More likely to be swayed by content Offer educational support and tools Individual that addresses wellness and Showcase credibility and prevention quali鍖cations of MDs. Need simple and direct language Boost con鍖dence by providing May be researching wellness trends actionable steps patients can take to Likely to subscribe to health related safeguard themselves newsletters and/or magazines Provide clear and relevant calls to action (Bring this with you) Provide case studies / success stories users can identify with Secondary Users May be seeking materials to support Provide materials that align and Policy claims reinforce XXX mission and initiatives Actively looking to align with credible In鍖uencers sources for reference Medical Community Press XXXXXXXXX xxxxxx 4 of 8
- 5. User Scenarios In every project, we must consider the comprehensive user experience. To do so, we need to follow the user from their motivations through to conversion on our site. With each step the user takes, consideration should be given to current site they are visiting, the relevancy of the messaging and what the next step will be. Motivations to Seek Information Looking for updates on general wellness information Seeking out validation of diagnosis or looking to PDF self diagnose Hoping to find others in similar situations Influenced by friend, family or medical professional Convert Sites Likely to Visit Download Health aggregator sites such as Social Sharing WebMD Print Google, Yahoo Send to a Friend Specialty blogs RSS Feeds Yahoo Answers Sign up for email alerts Hospital's or doctor's sites BANNER 468 x 60 Sponsored Link This is the ad text to bring you to the site. This is the ad text to bring you to the site. www.mdbymyside.com Visitor Reviews Site Content Prompt to Click Through Reads articles Contextual Links Watches videos Banners Digests overall content Sponsored Search Results XXXXXXXXX xxxxxx 5 of 8
- 6. Tactical Recommendations The following recommendations set the tone for the tactical execution of the site. While each recommendation can be executed in varying methods, the end result is always the same. Each recommendation is crafted with the user and business objective in mind. Maximize the Value of Content While providing content on the site is helpful and informative to the visitor, we can extend the value of the content through several tactical approaches. RSS Feeds Info lust refers to the trend that users have an overwhelming desire for relevant information. The online world satisfies this trend by giving users tools that allow them to aggregate large amounts of information into concise content reports. RSS (Really Simple Syndication) has been one of the main tools that has exploded this trend. Readers are commonly built into browsers but most commonly used in sites such as iGoogle, My Yahoo, etc. Share via Social Bookmarking One of the features with the most potential on the site is the ability to share. Whether the user wants to bookmark the content for their own personal use or to share it with others, this feature enables users to showcase the sites content to their own social networks, blogs, etc. These social sites invite a whole new level of users to experience the site and extend the visibility exponentially. Send to a Friend Enabling users to email pieces of content to others is a quick and efficient way to extend the value of the content. This functionality has become a benchmark over time and users are accustomed to finding and using it on many sites. Print-Friendly Content Presenting users with a means to print out content details on the site gives that content legs beyond the realm of the immediate user experience. This functionality will be especially useful for the medical community who may want to share content with their patients. XXXXXXXXX xxxxxx 6 of 8
- 7. Enable Users to Take Action In our user matrix, we addressed the need to ease users minds. Giving them tasks to act upon may give them a better sense of control and confidence in what is often an uncontrollable situation. Positioning XXX as the means to that enabling reinforces the positive image. Carry This On the current site, there is a pdf download positioned as a wallet card. This is appealing for all users of the site and can benefit all users. Consider updating this pdf as necessary. Bring this With You Another tools that gives the user an actionable task is the discussion checklist. Different checklists should be considered as needs will likely vary. The more relevant we can make them to the users situation, the more useful and appealing they are. Share with Someone You Care About Those seeking information on behalf of others have similar basic needs on the site. Presenting them with identifiable calls to action such as sharing makes a more actionable connection and thus increases the likelihood of conversion. Stay Informed While users are given a good deal of educational information on the site, they should have the opportunity to continue their conversation with us. Allowing users to submit an email address to stay up to date on new information gives them control and allows XXX to continue the relationship with the user. XXXXXXXXX xxxxxx 7 of 8
- 8. Make Personal Connections A persons health is one of their biggest concerns. Treatment and surgery can make patients feel daunted and helpless. While information and transparency about the process can help ease their minds, letting users know they are not alone in their concerns is just as important. Use Imagery to Make an Emotional Connection Imagery on the site should communicate confidence and relief. Ideally, eye-to-eye connections are made by creating an engaging experience. Users should be able to identify with the imagery presented and be at ease via the message it sends. Use Personal Stories to Show Common Concerns Finding solace in others that share common concerns can ease users minds. Sharing stories that users can identify with creates both a positive user experience as well as positions XXX in a positive light. Educate and Inform While weve discussed several means to deliver the messaging, the message itself is the most important element of the site. In general, the messaging of the site should: Dispel myths about anesthesia Position the Xxxxxxxxxxxxxxxx in a hero role Showcase the role of the Xxxxxxxxxxxxxxxx Convince patients to ask for an MD over a CRNA Complement core messaging with related entities such as legislation, research initiatives, etc. XXXXXXXXX xxxxxx 8 of 8