Web Content Personalization: Three Case Studies
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The document explores the anatomy of personalization systems through three case studies: improving healthcare decision-making, custom web-to-print solutions, and enhancing customer service in e-commerce. It defines personalization as delivering tailored content to users based on their specific needs and outlines the key steps including measuring, developing, testing, and automating personalization efforts. Additionally, it highlights the risks and importance of personalization to improve user engagement and business outcomes.
Web Content Personalization: Three Case Studies
- 1. The Anatomy of a Personalization System: Three Case Studies Derek Olson, Vice President, Foraker Design
- 2. Is your website acting like it’s on a first date instead of an anniversary dinner?
- 3. Case Studies: 1 Improving Health Care Decision Making 2 Custom Web to Print 3 Snakes on a Plane
- 5. “…involves using technology to accommodate the differences between individuals.” “Delivering the right information, to the right people, at the right time, in the right format and language.” “The combination of a ‘person’ and a bunch of ‘alization’”.
- 6. Person alization (Business or website (Machinery that measures, owners, content writers analyzes, and eventually and editors, UX folk. partially or fully automates NOT the end user.) content delivery)
- 7. When not to personalize When you have a crappy website When you don’t have a UCD program in place When you have a great website (but there’s no value add)
- 8. When you might consider personalization: To surface relevant content that a user would otherwise not know to look for To identify high profit customers and then make them more profitable To partially or fully automate more effective marketing to users or audience segments Key: add value above and beyond an already high-performing site or app
- 9. Key Steps of Personalization Measure! Traffic, user feedback, customer inquiries, sales data, user demographics—anything that will help you make measurable improvements.
- 10. Key Steps of Personalization Develop and Test Develop and test these improvements. Start simple. Collect data on what works. Refine.
- 11. Key Steps of Personalization Automate Find ways to automate delivery of personalized content or application functionality to users—when it makes sense.
- 13. Case Study 1 Breastcancer.org The “Person” - Breastcancer.org editorial and medical advisory staff.
- 14. Case Study 1 Breastcancer.org The “alization” - Custom Ruby on Rails PostgreSQL database SDL Tridion CMS Google Analytics
- 15. Case Study 1 Breastcancer.org “You have breast cancer...”
- 17. Case Study 1 Breastcancer.org Subtrac(on Probe Technology Chromogenic In Situ Hybridiza(on
- 18. Case Study 1 Breastcancer.org CA 15.3 Colloid Thermography Cribriform Subtrac(on Probe Technology Chromogenic In Situ Hybridiza(on Mucinous Oncogene Overexpression
- 19. Case Study 1 Breastcancer.org CA 15.3 ER/PR+ Digital Tomosynthesis Colloid Papillary Thermography Cribriform CA125 Subtrac(on Probe Technology Chromogenic In Situ Hybridiza(on Mucinous Ki‐67 Comedo Her2/neu Oncogene Overexpression Progesterone Receptors CA 27.29
- 20. Case Study 1 Breastcancer.org CA 15.3 Posi(ve margins ER/PR+ Digital Tomosynthesis Colloid Papillary Thermography Cribriform CA125 Ductal Lavage Ductal Carcinoma In Situ Subtrac(on Probe Technology Chromogenic In Situ Hybridiza(on Mucinous Ki‐67 ImmunoHistoChemistry Comedo Her2/neu Oncogene Overexpression Progesterone Receptors CA 27.29 Fluorescence In Situ Hybridiza(on
- 21. Case Study 1 Breastcancer.org And then, if you’re like an awful lot of folks, you’ll click on the first organic result, which is breastcancer.org…
- 23. Case Study 1 Breastcancer.org Lessons from User Research… Clear navigation and powerful search were not enough But, oh, the risks of personalization…
- 24. Case Study 1 Breastcancer.org Risks of Personalization… Overly negative and/or poorly targeted research articles Too much info about advanced new treatments that they were “missing out on” Users unable to report their own diagnosis information accurately
- 25. Case Study 1 Breastcancer.org Five vocabularies were developed to assign metadata to content. Clinical Audience Situa(on Perspec(ve Topic Characteris(cs
- 26. Case Study 1 Breastcancer.org Audience Patients Family & Friends Press & Public Clinicians & Providers Worried Well
- 27. Case Study 1 Breastcancer.org Situation Just Diagnosed Waiting for Test Results Undergoing Treatment Recovery & Renewal Metastatic Cancer End of Life
- 28. Case Study 1 Breastcancer.org Clinical Characteristics Lobular Carcinoma In Situ Ductal Carcinoma In Situ Inflammatory Breast Cancer Recurrent Cancer Metastatic Lymph Node Involvement Male Breast Cancer Post-menopausal *This is a partial list
- 29. Case Study 1 Breastcancer.org Perspective Clinical Emotional Practical Press / Public
- 30. Case Study 1 Breastcancer.org Topic Environmental Risk Factors Genetic Risk Factors Symptoms, Self-Detection & Breast Self-Examination Medical Screening and Testing Dealing with Cancer Fear Surgery Chemotherapy Radiation Therapy Hormonal Therapy *This is a partial list
- 31. Case Study 1 Breastcancer.org Audience Patients Situa,on Undergoing Treatment Clinical Lymph Nodes Removed: 20+ Characteris,cs
- 32. Case Study 1 Breastcancer.org Audience Patients Situa,on Undergoing Treatment Clinical Estrogen Receptor+ Progesterone Receptor+ Characteris,cs Pre-menopausal
- 33. Case Study 1 Breastcancer.org Audience Patients Situa,on Undergoing Treatment Audience Clinical Estrogen Receptor+ Progesterone Receptor+ Characteris,cs Pre-menopausal
- 34. Case Study 1 Breastcancer.org Metadata for personal profiles was made possible by adding structure to already in-use signature information
- 35. Case Study 1 Breastcancer.org How it works Push personalized content to users based on profile info: Email Website content RSS (in funding) Breastcancer.org staff create rules for content metadata and personal metadata overlap “fingerprints” that add value
- 36. Case Study 1 Breastcancer.org Why Personalization is Important Allows breast cancer patients to fully understand their diagnosis—making them more likely to question their doctors. Provides extra information that users would not necessarily know to look for via search or navigation.
- 37. Case Study 2 Data Warehouse Client Formulary data (drug coverage across states, health plans, and tiers) is populated by a team of pharmacists that keep the database up-to-date daily via another piece of the application.
- 38. Case Study 2 Data Warehouse Client Why Personalize? Pharmaceutical corporations do their marketing everywhere. To convince doctors that a drug is cheaper than an alternative. Pharmaceutical sales reps can tailor printed marketing materials to individual doctors.
- 39. Case Study 2 Data Warehouse Client The “Person” Pharmaceutical corporation sales staff
- 40. Case Study 2 Data Warehouse Client The “alization” Custom ColdFusion application PostgreSQL database iText Java Library PDF rendering tool
- 41. Case Study 2 Data Warehouse Client How it works Sales reps start by selecting: Drug Class Drug State Health Plan
- 42. Case Study 2 Data Warehouse Client How it works Sales Reps may then select options such as: Whether to display co-pays The order in which results appear Bolding of results
- 43. Case Study 2 Data Warehouse Client How it works Sales reps may add “personal touches”, and then generate a print- ready PDF file. Automatically sent to approved print vendors for production.
- 44. Case Study 2 Data Warehouse Client Why Personalization is Important Allows sales staff to quickly turn up-to-date, national database of formulary information into glossy, personalized marketing materials. Fine control over data presentation, geographic coverage, and formatting add to effectiveness of marketing materials.
- 45. Case Study 3 ShipYourReptiles.com (Snakes on a Plane)
- 46. Case Study 3 ShipYourReptiles.com Why Personalize? To target customer service resources, volume-based discounts, and value-add features towards certain purchasing profiles. Convenience = increased profits Preferred status = repeat business and collection of valuable feedback
- 47. Case Study 3 ShipYourReptiles.com The “Person” ShipYourReptiles customer service and sales staff: Reptile shipping experts Thorough understanding of UPS rate structure Capable of making account upgrades
- 48. Case Study 3 ShipYourReptiles.com The “alization” Custom Ruby on Rails application PostgreSQL database Google Analytics
- 49. Case Study 3 ShipYourReptiles.com How it works Due to unique requirements of UPS shipping label purchase, all users must create accounts to buy labels. Users may personalize their own accounts: Stored payment methods Address book for ship-from and ship-to addresses
- 50. Case Study 3 ShipYourReptiles.com How it works Account managers may review order activity, and upgrade accounts for high- volume customers.
- 51. Case Study 3 ShipYourReptiles.com Why Personalization is Important In eCommerce, every fraction of a percentage point counts when multiplied across thousands of orders and customers, day in and day out.
- 52. Conclusion: Review of Key Steps of Personalization: Measure! Develop and Test Automate
- 53. Questions? Questions? Derek Olson VP, Foraker Design dlo@foraker.com (303) 449-0202