Paul Sizemore

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• Paul Sizemore 2:24 am on December 25, 2011 Permalink
  Tags: Humana ( 17 ), Information Architecture, Pedometer ( 2 ), UI ( 9 ), User Experience ( 6 ), UX ( 8 ), Walgreens, Walk With Walgreens Pedometer   

  The UX of Walk with Walgreens Pedometer 

  The consumer experience of the Walk with Walgreens Pedometer is detailed in this report that was prepared, and supplied to Humana Executives.

  Report supplied to: Humana Executives

  Goal of report: To give a overview understanding of the Walk with Walgreen’s program in order to make better decisions about the Humana Gear Activity Monitoring program.

  Walk with Walgreens Customer Experience Overview Prepared by: Paul Sizemore June 2011       In the summer of 2011 Walgreens initiated a campaign to engage consumers in walking while rewarding them for those steps using store discounts. This document is a sampling of some of the consumer experience points.

  A Walgreens branded pedometer was made available for consumers at the stores. When I went to get a pedometer, I went to three stores. The first only offered me the option to purchase one, the second directed me to the Pharmacy, where they were out, the third had two pedometers in the Pharmacy. Distribution was done through the pharmacy.

  

  A manufacture of the pedometer was identified, seen above. Cost of pedometer is sub $3.50 per piece in limited quantity.

   

  Online registration for the program is easy.

   

  The registration process allows the user to associate many different social media outlets.

   

  Alerts are given to the user as they complete and log activities. The alerts are done in a Web 2.0 format.

   

  The Profile page allows users to have one place to go to see the major events associated with her account.

   

   

  As the user completes activities, she ‘unlocks’ discounts.

   

  An overview of the awarded rewards are available.

   

  The program has a strong social component, and uses both Facebook and other social media tools.

   

  The user can share activities by creating user generated content.

   

  The site uses embedded video to create a rich experience while leveraging user generated content.

  The program does not allow a validated activity, but relies on manual entry of step data.

   

  Weekly emails are sent out in plain text. They are often short, and are an underutilized marketing channel.

   

  The user can create routes with Google Maps, and even attach photos to the route.

  
  

• Paul Sizemore 4:31 pm on November 21, 2009 Permalink
  Tags: IA ( 3 ), Information Architecture, Internet Marketing ( 4 ), lead generation, Smoothstone ( 11 )   

  IA and the prospect to lead cycle 

  Navigation, Information Architecture (IA) and site maps helps users understand where they are on the site, and helps them quickly get to where they want to go. Users will not continue to use a site that is difficult to use. Because of this, navigation and IA is a core requirement to align with the online prospect to lead cycle.

  It’s very important that the navigational elements are consistent across the entire site. This allows users to have a visual indicator of where they are on the site, and determine where they want to go. It’s of utmost importance that users know what the links are, and they are not confused with other elements of the site. Stay consistent. Often users end up minesweeping for links (moving the mouse to what they think is a link to ensure that it is a link). That scores up a deficient site in user’s eyes. 

  Users that arrive on site through searches have to have an easy way to understand the site IA and navigate around their destination to refine their information. The easiest way to alleviate this is to have  breadcrumb navigation. 

  As far as the prospect to lead, it’s important that the site’s IA mirror the user’s trigger events or personas. This will allow immediate identification of needed information, and you can define a site segmentation consistent with that trigger event. Once the user is on that path, you can pull the content pages that are applicable to that segmentation. Move that prospect to lead cycle up each time that user visits the site. 

  For example, if the user goes to the third step of a prospect to lead cycle of 20 steps, the next time the user visits the home page, highlight the fourth step in the process. 

  Remember, your site needs to be designed to help your prospects. The IA needs to be task-based in most cases. Help them find what they want to find, and you’ll have returning visitors, and then leads. In most cases sites mirror a company’s organizational structure, and not the hierarchy of prospect needs. 

  Gather the requirements from your prospects, not your staff. 

• Paul Sizemore 9:44 pm on November 2, 2009 Permalink
  Tags: IA ( 3 ), Information Architecture   

  Outputs of Information Architecture 

  Site-level concerns are often overlooked, as developers are charged with balancing the visible page-level Human Factors, Interaction Design and Usability engineering. The implications are long lasting, especially as the site grows and become a complex and growing system. 

  Below is a breakdown of areas that are often left behind, and a list of outputs. Comparing the list to the outputs from your process can help you find the process gaps.

  XD: Experience Design – XD is driven by the touch points between people and your site/brand; therefore, a major output of XD is to increase those touch points to create a stronger outcome. 

  XD Outputs

  customer lifecycle plan

  marketing campaign

  multichannel strategy

  IA: Information Architecture – AI is information in complex systems bound by a model. It’s building the way information is structured, and labeling it to support usability and findability. 

  IA Outputs

  taxonomies

  site maps

  flow diagrams

  screen-level design

  navigation maps

  thesaurus

  dictionary

  prototypes

  swimlane chart

  wireframe

  UX: User Experience - UX is looking at the system from the user’s perspective, and how they interact with the information therein. 

  UX Outputs

  Usability Site Audit

  flow diagrams

  navigation maps

  user stories

  personas

  site map

  content inventory

  wireframes/storyboards

  prototypes

  written specs

  graphic mockups