Holistic UX Strategy 8/14/02
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Contents • Product Vision • Product Opportuni/es & Concepts • Strategy
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Product Vision: “The Why”
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Why we are here?
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CaféWell Applies Social Health Management™ to Better Connect Health Plans, ACO’s and other population managers to Consumers
Health Care Consumers
Health Plan ACO
Provide Optimized Communications Channel 5 Increase Consumer Engagement
Affect Behavioral Change with Aligned Incentives Confidential © Welltok 2009-2012
Product Opportunities & Concepts: “The What”
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Photo ©2012 Zeljko Gataric. All Rights Reserved.
Buyer Product Opportunities
Chief Marke/ng Officer How do we enhance the percep/on of our Brand? I have to deliver real metrics and true ROI around consumer engagement!
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CEO
Chief Medical Officer
Simply put, we’re under pressure to reduce costs, improve effec/veness of services we provide and increase our membership base.
We need to affect more members in more meaningful ways! I’m happy with some of our wellness ini/a/ves, but need improved participation and measurable outcomes.
I need to motivate, engage and retain my consumers.
Consumer Product Opportunities
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Active Amy - Customer Journey Map
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Consumer Product Opportunities
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Lethargic Lori - Customer Journey Map
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Consumer Product Opportunities
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Risky Randy - Customer Journey Map
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Consumer Product Opportunities
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Family Frieda - Customer Journey Map
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Consumer Product Opportunities
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Frugal Frank - Customer Journey Map
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Motivation • Gamify • Reward Structure – coins, badges, levels etc • Visibility: Clear reasons why & what’s next • Coherent strategy and ra/onale • Charts/Stats/Leaderboard • Compe//on – smart no/fica/ons • What’s the next milestone and how does the par/cipant get there? • What are friends doing? (How close are they?)
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Motivation • Engagement (Emo/onal Connec/on) • Recommend friends/other users/Programs/Challenges • Remove iden/ty obstacles (forum) • Health Plan Branding/Co-‐sponsoring • Acknowledge progress -‐ Ability give ‘hi-‐fives’ and share accomplishments • Feature success stories • Guide par/cipants • The website itself should be pleasant to navigate and fun to interact with
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Environment • Clear Direc/ons • Recommend a path • Extend product life cycle by recommending next Challenge • Condi/on management – concrete steps and gradual educa/on • Push relevant ar/cles, forum topics, etc • Invita/on URLs have specific registra/on & paths • Use intelligent engine to dynamically personalize content • Partner with experts to advise and lead discussions in ‘official’ forums and threads • Supply /ps and tricks for success for every recommenda/on, Challenge, Program etc
• Website Tone • Let users choose the tone of interac/on of the site based on personal preferences • Frame the website personality as a helpful coach to encourage and support par/cipants. • Seamless mobile to web
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Environment • Informa/on Architecture & User Interface • Streamline Registra/on • Use contextual discovery to find out informa/on gradually and naturally • Use visual design (color/form/placement) to illuminate informa/on hierarchy • Simplify menu structure • Consolidate website pages/ac/ons thema/cally • Standardize the look of common pages, assets, and calls-‐to-‐ac/on. • Use forms/placement/ac/ons familiar to the par/cipants • Implement robust tag, search, filter, sort for every page • Create a Dashboard so par/cipants can see progress and status at a glance. • Supply links to health plan informa/on (in the absence of a center for this info)
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Examples • Gamify: reward structure and leaderboards
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Examples • Gamify: status page
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Examples • AI: search, filter & sort
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