[Case Study] Physician, Know Thy User: Using Personas to Target Content and Usability

Slide 1: Physician, Know Thy User! Using Personas to Target Content and Usability Joe Sokohl DocTrain Life Sciences June 2008 Australia | Canada | France | India | New Zealand | Singapore | Switzerland | United Arab Emirates | United Kingdom | United States www.keane.com. ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 2: Defining Experiences that Meet Users’ Needs User Experience Design Solutions ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 2 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 3: A UCD Approach “You can use an eraser on the drafting table or a sledge hammer on the construction site.” — Frank Lloyd Wright Employ established, industry-standard user-centered design (UCD) techniques to: • Understand users’ goals and objectives • Research, observe, and interview users to analyze and prioritize their needs • Plan and design high-quality experiences that enable user and business success • Apply a philosophy of continuous improvement to rapid design iterations Prioritize smaller initial investments to yield user and business insights that guide long-term user experience implementation and management strategy Users Product Design Team Business User-Centered Design Team Architects, Engineers BAs, SMEs Information Architects, Visual Designers, Web Developers, Technical Writers ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 3 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 4: People-Based Design User personas and scenarios aggregate key findings of user research to describe “real people” and how they will use the future application. Instead of mere system abstractions, they describe complex functionality in a way both system developers and client stakeholders can understand. Personas Scenarios Fictionalized representations of real user groups upon A critical first step in translating personas into detailed which application design decisions can be based, design insight, scenarios demonstrate key tasks that target personas include descriptions of users’ goals, pressures users need to perform when interacting with the system, and pain points, work environment, critical requirements of and describe at a high level how the system will help users the site, key opportunities to address those requirements, accomplish those tasks. and other contextual information. ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 4 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 5: What is User Experience? “…all aspects of the user’s interaction with a company, its services, and its products.” Positive Experience • Loyalty • Increased sales • Referrals Expectations Frame • Brand enhancement the Experience User Users filter their experience through • Brand perception Negative Experience • Prior experience • Dissatisfaction Users interact with features • Loss of business Users perform Tasks to and functions in your • “Stay-away” word of achieve their Goals products, Websites, mouth applications, and devices • Brand deterioration ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 5 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 6: A Good User Experience is Intentional If you go to a fine French restaurant, you park your car, go inside, and order food from a human being who brings the food to you. If you go to McDonald's, you park your car, go inside, and order food from a human being who brings the food to you. The dining experience, however, is vastly different. The quality of food also plays a factor. But even if both restaurants served the same fare, it is the overall experience that will ultimately satisfy users and make the experience a pleasurable one. – Alan Cooper ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 6 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 7: Case Study Using Research to Define the User ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 7 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 8: What the Project Was All About With the integration of the various business divisions into one digital portal, Icon Medialab helped the customer provide a wide range of services to assist healthcare professionals in better serving patients. These services include training, education, consulting and access to clinical protocols, as well as a guide to products that helps healthcare professionals accomplish their clinical and business goals. The uniqueness of this special B-to-B e-commerce site was marked by state- of-the art information service; a wide range of clinical product specification; and easy support, pricing and ordering. Icon Medialab would support the client's existing brand strategy by focusing strongly on the users as well as clear usability. ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 8 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 9: Methodology Existing information • Cooper Research • CT Web study • BCG workshops Interviews • 43 interviews • 10 GGs plus Women‘s Health • 4 countries • Predominately face-to-face • More than 50 hours of interviews Heuristics • How do people use the Internet? • How do people interact with information sources? ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 9 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 10: Our Task Constraints • Time • Materials • Expectations • Politics Cooperation • Speed of reaction from GGs • Multiple offices of multiple companies “The problem with ‘quick and dirty,’…is that ‘dirty’ is remembered long after ‘quick’ is forgotten.” ___Steve McConnell, Software Project Survival Guide ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 10 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 11: Interviews and Such “I still hear far too much dogmatism about what people really ‘want,’ what they ‘believe,’ or how they ‘really’ behave, but I see very little data. It doesn’t take much data....[Jakob Nielsen says that] three to five people will give you enough for most purposes. But they need to be real people, doing real activities. Don’t speculate. Don’t argue. Observe.” ___Don Norman, “Affordance, Conventions, and Design” interactions May/June 1999 ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 11 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 12: User Profiles Purpose and Goals Create archetypes of people to achieve understanding for— • Interaction design • Concept development • Visual design • Goal-reaching Use these profiles to— • Achieve agreement on who is using the site • Create use case model survey (high-level use cases) • Achieve agreement on the use case model survey • Create information architecture that leads to navigation design • Ensure throughout development that all features meet key goals of key users ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 12 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 13: User Profiles (summary) The Imagist • Radiologist, anesthesiologist The Empathist • Radioncologist, OB/GYN, oncologist, cardiologist, urologist The Financialist • Administrator (often director of a department), CFO, purchaser The Technologist • Sonographer, mammographer, radiation therapist, medical technical assistant (MTA), medical technical radiology assistant (MTRA), anesthesia nurse The Physicist • Physicist The Maintainist • Med tech, engineers, IT/system administrators The Insider • Sales, demo, applications support, trainer, marketing, software developer The Generalist • Referring physician, patient ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 13 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 14: Imagist radiologist, anesthesiologist Attributes & Attitudes • Highly educated and focused • Focused on own specialty • Technically aware • High visual analysis capacity • Technical, not personal focus • Self-centered, self-assured • Pragmatic • Social skills not primary focus—little continual patient contact • Competitive • Short attention span ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 14 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 15: Imagist radiologist, anesthesiologist Information Needs & eSelling Impact • Clinical & imaging practices • Product information concentrating on new features and capabilities (differentiation) • Narrow, known-item searching • Conferences, courses, literature • Quick-loading pages very important • Publishing possibilities interesting • Not interested in chat or interactive features • Not interested in technology for technology‘s sake ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 15 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 16: Empathist Radioncologist, OB/GYN, cardiologist, urologist Attributes & Attributes • Highly educated • Patient focused • Long hours • Long-term patient contact • Science as art concept (RO) ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 16 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 17: Empathist Radioncologist, OB/GYN, cardiologist, urologist Information Needs & eSelling Impact • Interested in downloadables for patients • Long hours mean little time for browsing • Chat/interactive interesting as a recommendation for patients, not for self-education • Ongoing professional development needed • Clinical & imaging practices • Product information concentrating on new features and capabilities (differentiation) • Conferences, courses, literature ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 17 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 18: Financialist Administrator (often director of a department), CFO, purchaser Attributes & Attitudes • Highly educated in broad sense (MBA/MHA as well as often clinical background) • Tough, matter-of-fact, can be pushy • Overtime and rarely a moment to rest • Budgetary, planning, problem-solving, and communication skills • Decisive multitasker • Strong management skills • Interested in price/value, not features, of products • Might manage the team that investigates new equipment ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 18 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 19: Financialist Administrator (often director of a department), CFO, purchaser Information Needs & eSelling Impact • Pricing and features comparisons • Contact & company info • Trends in helathcare admin • Logistics • Equipment lifecyle, patient throughput, uptime, spare parts, upgrade • Chat/interactive not needed, but personal relationship important • Information visualization must be clear • Data-rich environment OK. ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 19 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 20: Technologist Sonographer, mammographer, RT, MTA, MTRA, anesthesia nurse, physicist Attributes & Attitudes • Mostly female • High social & interpersonal skills— first contact with patient • Technically oriented • Product specialist—learn about new methods • Ease of use key • Attention to detail • Fast workflow key • Automated processes important • Lots of standing • Work according to schedules • Rarely has own workspace other than the equipment room ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 20 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 21: Technologist Sonographer, mammographer, RT, MTA, MTRA, anesthesia nurse, physicist Information Needs & eSelling Impact • Need for alternative training channels • Conferences usually in not-so-great places (contrast to Imagist/Empathist) • Product info (procedural, tips, techniques) and shared experiences by other users • Teach and inform patients • Rare to have Internet access in work environment. Can have home access ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 21 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 22: Maintainist Med tech, engineers, IT/system administrators Attributes & Attitudes • Mostly male, technical/ engineering background • Interfaces with service entities • Follows documentation and regulatory documents • Rare patient contact • Generates statistics and analysis for equipment lifecycle history Information Needs & eSelling Impact • New equipment, options, upgrade news • Information on recalls and technical issues (FAQs) • Contact information ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 22 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 23: Insider Sales, demo, applications support, trainer, marketing, software developer Attributes & Attitudes • Wide background, usually university educated • Often sales or marketing background/experience • Interfaces with service entities on lifecycle issues, specialists and technologists during product evaluation, and financialists during sales negotiations • Follows documentation and regulatory documents • Rare patient contact • Strong interpersonal skills Information Needs & eSelling Impact • Product and clinical information to provide to customers • Regulated, scheduled life leaves little time for browsing and experiential learning • Contact information updated • Tools to help shorten sales or demo lifecycle ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 23 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 24: Generalist Referring physician, patient Attributes & Attitudes • Strong interpersonal skills • Physician concerned about patient‘s experience with specialists • Longer-term doctor-patient relationship Information Needs & eSelling Impact • Clinical information to provide to patients, who need understandable information in stressful situations • Secondary, browsing interest in other fields • Information about health care administration and costs • Limited overall Internet experience, ability, and connection. Therefore, information needs to be directed, easy to access, and clear. ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 24 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 25: Externalist Academics, competition Attributes & Attitudes • Academics are skeptical • Patients and their families are focused on the illness at hand Information Needs & eSelling Impact • Clinical information from a general standpoint ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 25 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 26: Putting It All Together Impact of Good Research ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 26 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 27: Q&A Questions? Thank You! ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 27 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.

Slide 28: Questions / Feedback Joe Sokohl Thank You! Joe.sokohl@keane.com Keane Corporate Headquarters 210 Porter Drive, Suite 315, San Ramon, CA 94583 Main: 925.838.8600 Toll free: 877.88. KEANE www.keane.com Australia | Canada | France | India | New Zealand | Singapore | Switzerland | United Arab Emirates | United Kingdom | United States ©2008 Keane. All rights reserved. Confidentiality: The concepts and methodologies contained herein are proprietary to Keane. June 2008 28 Duplication, reproduction or disclosure of information in this document without the expressed written permission of Keane is prohibited.