1. Measuring the User Experience

2. 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

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

4. 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

5. 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

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

7. 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

8. 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

9. 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

10. 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

11. 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?