The Anatomy of a Personalization System: Three Case Studies
Derek Olson, Vice President, Foraker Design
Is your website acting like it’s on a first date instead of an anniversary dinner?
Case Studies:
1 2
Custom Web to Print
3
Snakes on a Plane
Improving Health Care Decision Making
What is
personalization?
“…involves using technology to accommodate the differences between individuals.”
“Delivering the right information, to the right people, at the right time, in the right format and language.”
“The combination of a ‘person’ and a bunch of ‘alization’”.
Person
alization
(Business or website owners, content writers and editors, UX folk. NOT the end user.)
(Machinery that measures, analyzes, and eventually partially or fully automates content delivery)
When not to personalize
When you have a crappy website
When you don’t have a UCD program in place
When you have a great website (but there’s no value add)
When you might consider personalization: To surface relevant content that a user would otherwise not know to look for To identify high profit customers and then make them more profitable To partially or fully automate more effective marketing to users or audience segments Key: add value above and beyond an already high-performing site or app
Key Steps of Personalization
Measure! Traffic, user feedback, customer inquiries, sales data, user demographics—anything that will help you make measurable improvements.
Key Steps of Personalization
Develop and Test Develop and test these improvements. Start simple. Collect data on what works. Refine.
Key Steps of Personalization
Automate Find ways to automate delivery of personalized content or application functionality to users—when it makes sense.
Case Study 1
Breastcancer.org
Case Study 1
Breastcancer.org The “Person” Breastcancer.org editorial and medical advisory staff.
Case Study 1
Breastcancer.org The “alization”
Custom Ruby on Rails
PostgreSQL database
SDL Tridion CMS
Google Analytics
Case Study 1
Breastcancer.org
“You have breast cancer...”
Case Study 1
Breastcancer.org
?
Case Study 1
Breastcancer.org
Subtrac(on
Probe
Technology
Chromogenic
In
Situ
Hybridiza(on
Case Study 1
Breastcancer.org
CA
15.3
Colloid
Thermography
Subtrac(on
Probe
Technology
Cribriform
Chromogenic
In
Situ
Hybridiza(on
Mucinous
Oncogene
Overexpression
Case Study 1
Breastcancer.org
CA
15.3
ER/PR+
Digital
Tomosynthesis
Papillary
Colloid
Thermography
CA125
Subtrac(on
Probe
Technology
Mucinous
Comedo
Progesterone
Receptors
Cribriform
Chromogenic
In
Situ
Hybridiza(on
Ki‐67
Her2/neu
Oncogene
Overexpression
CA
27.29
Case Study 1
Breastcancer.org ER/PR+
Digital
Tomosynthesis
Papillary
Colloid
Posi(ve
margins
CA
15.3
Thermography
CA125
Ductal
Carcinoma
In
Situ
Ductal
Lavage
Subtrac(on
Probe
Technology
Mucinous
Comedo
Progesterone
Receptors
Cribriform
Chromogenic
In
Situ
Hybridiza(on
Ki‐67
Her2/neu
ImmunoHistoChemistry
Oncogene
Overexpression
CA
27.29
Fluorescence
In
Situ
Hybridiza(on
Case Study 1
Breastcancer.org
And then, if you’re like an awful lot of folks, you’ll click on the first organic result, which is breastcancer.org…
Case Study 1
Breastcancer.org
Case Study 1
Breastcancer.org Lessons from User Research… Clear navigation and powerful search were not enough But, oh, the risks of personalization…
Case Study 1
Breastcancer.org Risks of Personalization… Overly negative and/or poorly targeted research articles Too much info about advanced new treatments that they were “missing out on” Users unable to report their own diagnosis information accurately
Case Study 1
Breastcancer.org
Five vocabularies were developed to assign metadata to content.
Audience
Situa(on
Clinical
Characteris(cs
Perspec(ve
Topic
Case Study 1
Breastcancer.org Audience
Patients Family & Friends Press & Public Clinicians & Providers Worried Well
Case Study 1
Breastcancer.org Situation
Just Diagnosed Waiting for Test Results Undergoing Treatment Recovery & Renewal Metastatic Cancer End of Life
Case Study 1
Breastcancer.org Clinical Characteristics
Lobular Carcinoma In Situ Ductal Carcinoma In Situ Inflammatory Breast Cancer Recurrent Cancer Metastatic Lymph Node Involvement Male Breast Cancer Post-menopausal *This is a partial list
Case Study 1
Breastcancer.org Perspective
Clinical Emotional Practical Press / Public
Case Study 1
Breastcancer.org Topic
Environmental Risk Factors Genetic Risk Factors Symptoms, Self-Detection & Breast Self-Examination Medical Screening and Testing Dealing with Cancer Fear Surgery Chemotherapy Radiation Therapy Hormonal Therapy
*This is a partial list
Case Study 1
Breastcancer.org Audience
Patients
Situa,on
Undergoing Treatment
Clinical
Characteris,cs
Lymph Nodes Removed: 20+
Case Study 1
Breastcancer.org Audience
Patients
Situa,on
Undergoing Treatment
Clinical
Characteris,cs
Estrogen Receptor+ Progesterone Receptor+ Pre-menopausal
Case Study 1
Breastcancer.org Audience
Patients
Situa,on
Undergoing Treatment
Audience
Clinical
Characteris,cs
Estrogen Receptor+ Progesterone Receptor+ Pre-menopausal
Case Study 1
Breastcancer.org Metadata for personal profiles was made possible by adding structure to already in-use signature information
Case Study 1
Breastcancer.org How it works Push personalized content to users based on profile info: Email Website content RSS (in funding) Breastcancer.org staff create rules for content metadata and personal metadata overlap “fingerprints” that add value
Case Study 1
Breastcancer.org Why Personalization is Important Allows breast cancer patients to fully understand their diagnosis—making them more likely to question their doctors. Provides extra information that users would not necessarily know to look for via search or navigation.
Case Study 2
Data Warehouse Client
Formulary data (drug coverage across states, health plans, and tiers) is populated by a team of pharmacists that keep the database up-to-date daily via another piece of the application.
Case Study 2
Data Warehouse Client Why Personalize?
Pharmaceutical corporations do their marketing everywhere.
To convince doctors that a drug is cheaper than an alternative.
Pharmaceutical sales reps can tailor printed marketing materials to individual doctors.
Case Study 2
Data Warehouse Client The “Person”
Pharmaceutical corporation sales staff
Case Study 2
Data Warehouse Client The “alization”
Custom ColdFusion application
PostgreSQL database
iText Java Library PDF rendering tool
Case Study 2
Data Warehouse Client How it works Sales reps start by selecting: Drug Class
Drug
State
Health Plan
Case Study 2
Data Warehouse Client How it works Sales Reps may then select options such as: Whether to display co-pays
The order in which results appear
Bolding of results
Case Study 2
Data Warehouse Client How it works
Sales reps may add “personal touches”, and then generate a printready PDF file.
Automatically sent to approved print vendors for production.
Case Study 2
Data Warehouse Client Why Personalization is Important Allows sales staff to quickly turn up-to-date, national database of formulary information into glossy, personalized marketing materials. Fine control over data presentation, geographic coverage, and formatting add to effectiveness of marketing materials.
Case Study 3
ShipYourReptiles.com
(Snakes on a Plane)
Case Study 3
ShipYourReptiles.com Why Personalize?
To target customer service resources, volume-based discounts, and value-add features towards certain purchasing profiles.
Convenience = increased profits
Preferred status = repeat business and collection of valuable feedback
Case Study 3
ShipYourReptiles.com The “Person” ShipYourReptiles customer service and sales staff: Reptile shipping experts
Thorough understanding of UPS rate structure
Capable of making account upgrades
Case Study 3
ShipYourReptiles.com The “alization”
Custom Ruby on Rails application
PostgreSQL database
Google Analytics
Case Study 3
ShipYourReptiles.com How it works
Due to unique requirements of UPS shipping label purchase, all users must create accounts to buy labels. Users may personalize their own accounts: Stored payment methods
Address book for ship-from and ship-to addresses
Case Study 3
ShipYourReptiles.com How it works
Account managers may review order activity, and upgrade accounts for highvolume customers.
Case Study 3
ShipYourReptiles.com Why Personalization is Important
In eCommerce, every fraction of a percentage point counts when multiplied across thousands of orders and customers, day in and day out.
Conclusion: Review of Key Steps of Personalization:
Measure! Develop and Test Automate
Questions?
Questions? Derek Olson VP, Foraker Design
[email protected] (303) 449-0202