Measuring the User Experience

User Experience Overview Why do we need to conceptualize the user experience? Product development (user-centered feedback loop) Standardized insights Performance comparability over time Strategically differentiate and position our products in the marketplace Move from being a vendor to a real thought leader in the digital health space

User Experience Overview Core elements to a framework: Exposure Adoption Engagement Loyalty Influence

Concepts Exposure – Measurable aspects of an individual connection Are we reaching our target audience? How are we acquiring users? Purpose of measurement: inform marketing campaigns Adoption – Measurable aspects of the user profile Are we successfully converting our audience into users? Who are our users? Purpose: inform marketing campaigns, product development, sales Engagement – Depth/breadth of an individual interaction How are our users interacting with the program? Are our users paying attention/connecting with the product? Purpose: inform product development, provide insights to clients, produce expert insights to field Separate slides – add case study

Concepts Loyalty – Sentiment of an individual towards the product How valuable is this product to users? Will they stick with it over similar products? Purpose: Estimate market share, inform marketing campaigns Influence – Indicators that an individual encourages others to consider the product Can we increase our user base with current user’s network? Are we successfully meeting user’s needs? Purpose: Build the company brand, generate sales leads

Mapping the Experience Awareness Contact Adoption Repeated use Active use Loyalty Prioritization Recommending/ Sharing Lifestyle changes Increased virality Initial approval High value

Framework Indicators Exposure Adoption Engagement Loyalty Influence Search keywords Site visits Pages viewed Time spent on site Referral URLs Adoption Enrollments User demographics Engagement Inbound texts Survey participation Frequency of interaction Site logins Content clicks Loyalty Retention Cross-product subscription Satisfaction ratings Brand affinity Testimonials Influence Net promoter score Media/social media mentions Specific health outcomes Change in behavior Change in quality measures

Resource Needs Method Google Analytics Back-end Data Phone/Web Surveys Third-party data collection Indicators to measure Search keywords, site visits, page views, time on site, referral urls, content clicks, media/social media mentions Enrollments, demographics, inbound texts, survey participation, retention, cross-product subscription Satisfaction ratings, net promoter score, change in attitudes, change in behavior Change in health care quality measures, brand affinity Description of method Tracked user interaction on website and mobile apps (Google code) Internally developed data tables Short multiple choice or open-ended questions sent directly to users Large-scale and in-depth surveys with more rigorous methodology Value of this method Web-based, automatic reporting, real-time Easiest to incorporate Internal, customizable, real-time Direct feedback from users Harder to incorporate Robust, credible Hardest to incorporate Investment $ implementation $ reporting time $ planning and implementation $ analysis time $$ planning and implementation $$ analysis time $$$ planning and implementation http://www.idealware.org/articles/few-good-tools-measuring-and-monitoring-social-media

Value Proposition of Measurement We understand our users Know who they are and where they come from Know what they value + where they’re going We understand digital health solutions Know how to reach and activate a user at crucial times Know how technology work to convert a user from disinterested/passive to active in making lifestyle changes

Beyond Data Collection 3rd order insights What actually influences outcomes? Unique algorithms/calculations Collaboration on meaningful use Stories for original content Backbone of marketing/enrollment campaigns and product changes (contain costs) Enrollment alone ↛ outcomes we need to elevate our profile

Discussion Questions What is the cost of not engaging, not measuring, not improving? How can we position ourselves as a thought leader? What does it take to create proprietary intelligence? What core actions will define an engaged user? How can this be piloted and replicated? Who owns what data and processes?