Coming soon

1. 2019 Digitas Health - Confidential
Developing Design KPIs for
an Omnichannel Experience
Strategy
June 2019
Angel Brown
GROUP DIRECTOR EXPERIENCE STRATEGY
@angelbrownuk

2. HELLO
A few words about me and my
journey from pure UX into
Experience Strategy and the work I
do at Digitas Health

3. WHAT ARE DESIGN KPIs ANYWAY?

4. Companies with top-quartile McKinsey
Design Index scores outperformed
industry-benchmark growth by as much
as two to one.
MEASURING THE IMPACT OF DESIGN

5. BURBERRY
Setting a new standard
“Many of the brands in this year’s Top 100 are so
intuitively aligned with people’s priorities, that they are
able to seamlessly integrate into their everyday lives.”

6. 2019 Digitas Health - Confidential
KPIs FOR PERFORMANCE AND IMPACT
6
OPERATIONAL
MEASUREMENTS
How well did we execute?
How did each asset perform?
Did we reach the audience we intended to?
What was our conversion rate?
Did they engage?
Report to: Managers
STRATEGIC IMPACT
MEASUREMENTS
Did we shift the needle?
Which activities contributed the most?
What do we need to do next?
What leading and lagging indicators can
we identify?
Can we build a predictive model?
Report to: Leadership

7. 2019 Digitas Health - Confidential
SYSTEMS THINKING
7
“Systems thinking is a discipline for seeing wholes. It
is a framework for seeing interrelationships rather
than things, for seeing patterns of change rather than
static snapshots.”
- Peter Senge -

8. 2019 Digitas Health - Confidential
DESIGNERS ARE NATURAL SYSTEM THINKERS
8Alter, S, Desperately Seeking Systems Thinking in the Information Systems Discipline, ICIS 2004

9. 2019 Digitas Health - Confidential
START WITH APPLYING THE RIGHT LENS
9
HEART
Happiness, Engagement,
Adoption, Retention, and
Task success
GOALS, SIGNALS, METRICS
MARKETING FUNNEL
Awareness, Engagement,
Discovery, Purchase/Conversion,
Advocacy/Loyalty
ADOPTION
Knowledge, Persuasion,
Decision, Implementation,
Confirmation

10. 2019 Digitas Health - Confidential
EXPERIENCE PROXIES
https://go.forrester.com/analytics/cx-index/

11. 2019 Digitas Health - Confidential 11
Customer experience is the cumulative impact of
multiple touchpoints over the course of a customer's
interaction with an organisation.

12. 2019 Digitas Health - Confidential 12

13. 2019 Digitas Health - Confidential
CASE STUDY: OTC PRODUCT
BUSINESS CHALLENGE
Reducing sales rep force by half
Must now reach healthcare professionals by
digital channels only
INSIGHTS
Quantitative/Qualititative
Newly invested in machine learning
approach to gaining insights

14. 2019 Digitas Health - Confidential
OMNICHANNEL ECOSYSTEM
Owned sites
Earned
CRM & Email marketing
Paid and
content
marketing
POTENTIAL
AUDIENCES
LOYAL
CUSTOMERS

15. 2019 Digitas Health - Confidential
MACHINE LEARNING SIGNALS
NORMAL
AUDIENCE
TARGET
AUDIENCE
TENNIS
FINANCIAL NEWS
FOLLOWS TECH STARS
VISITS MEDICAL SITES
RESPIRATORY CONTENT
VISITS TRAVEL SITES .38
.52
.72
.38
.38
.48

16. 2019 Digitas Health - Confidential
OMNICHANNEL TECH STACK
ENGAGEMENT CHANNELS
SOCIAL EMAIL WEBMOBILE PRINT VIDEOVOICE REPS
INTERACTION AND DELIVERY SERVICES
ADVERTISING
Generate demand
APPLICATIONS
Deliver services
ECOMMERCE
Sell things
DISTRIBUTION
Deliver via partners
CONTACT CENTER
Answer questions
CONTENT AND ENGAGEMENT MANAGEMENT SERVICES
SERVICE AND SUPPORT
Address customer inquiries
and problems
CRM & SFA
Salesforce automation &
relationship management
SOCIAL ENGAGEMENT
Engage in social media and
communities
EMAIL AND MARKETING
AUTOMATION
Manage outbound
messaging
WCM
Manage web content &
inbound experience
DAM /MAM
Manage image, video &
audio assets
ENTERPRISE FOUNDATION SERVICES
OPERATIONAL HUBS
Creative & Content Development, Campaign Scheduling,
Resource Mgmt
JOURNEY ORCHESTRATION & DECISIONING
Omnichannel engagement and personalisation: rules and paths
Intelligence hubs: analytics, reporting & visualization, predictive modelling, dashboards
OMNICHANNEL CONTENT PLATFORM
Content object store for base components
CUSTOMER DATA PLATFORM (CDP)
Definitive customer data & segments
CIAM: Customer Identity & Access Management and SSO
The New Omnichannel Stack. Source: RSG

17. 2019 Digitas Health - Confidential
OMNICHANNEL METRICS
CHANNEL METRICS
SOCIAL EMAIL WEBPAID MEDIA SEARCH VIDEO REPS
Reach, CTR,
traffic driven
to site
Completion
rate
EARNED:
Engagement
rate, Share
rate
PAID:
Engagement
rate, share
rate, CTR
Engagement
Score, Opt-in
rate, DL rate,
Conversion
rate
Open, CTR,
Engagement
rate
Engagement
Score, opt-in
rate, DL rate,
CVR
PAID: CTR,
CVR,
Impression
share
Followers,
Shares, Reach
Downloads
Site traffic,
downloads,
sign-ups
Contact rate,
increased
reported
likelihood to
prescribe/
recommend

18. 2019 Digitas Health - Confidential
TRIANGULATING
TENNIS
FINANCIAL NEWS
FOLLOWS TECH STARS
VISITS MEDICAL SITES
RESPIRATORY CONTENT
VISITS TRAVEL SITES
QUANT
What are the
attributes that are
associated with
this persona?
SIGNALS
What else does
this persona tend
to do online?QUAL
Who is he/she
and what
matters? What
are their needs
and goals?
What does s/he
think?
What will it take
to retain this
customer?
QUANT
Findings from
campaigns for
optimisation
Is there a change
in perceptions
over time?
What topics
interest this
persona?
QUANT
NPS
QUANT

19. 68%
53%
49%
48%
47%
15%
12%
9%
6%
21%
Treatment guidelines
Patient education materials
Patient support program information
Click to chat with a rep
Advertisements
GPs do not have deep knowledge of OTC therapies
8%
3%
8%
23%
36%
17%
5%
Germany physicians
Multiple
times per day
Daily
Weekly (at
least once a
week)
Monthly (at
least once a
month)
Yearly
Never
Frequency of seeing information and
resources sponsored by a pharma company
DESIRED CONTENT FROM PHARMA
Dr. Erik Weber
GP
BERLIN
72%
Recommend OTC
products
41%Interested in pharma
supplying info
Dr. Weber is aware of OTC respiratory
products but usually with visits so short
there isn’t time to make recommendations
about them in any depth. He really doesn’t
have time to keep up with anything new on
the market so tends to suggest the same
products he has always done.
Respiratory OTC products are particularly
awkward as there are so many options from
simple therapies you can inhale to those
who work systemically through a tablet. If
it’s something due to an allergy, e.g.
hayfever his go-to would be to recommend
an anti-histimine.
DRG Taking the pulse 2017 – Germany
TENNIS
FINANCIAL NEWS
FOLLOWS TECH STARS
VISITS MEDICAL SITES
RESPIRATORY CONTENT
VISITS TRAVEL SITES

20. 2019 Digitas Health - Confidential
GP’S JOURNEY
Searching for
symptoms
Searching for
disease/condition
related information
Requests
rep visit
Searching for
treatment options
F2F, telephone
(given telephone number
etc.)
Digital
(e.g. search or content-
triggered)
KEY
General Practitioner
Low awareness of OTC
DIAGNOSIS
Tests
RECOMMEND
ADVOCACY
Reps, paid
media, social,
experts
AWARE CONSIDERATION
/TRIAL

21. 2019 Digitas Health - Confidential
MEASURING SUCCESS IN TERMS OF JOURNEYS
DIAGNOSIS RECOMMEND
Are design factors
contributing to progress
along each journey?

22. 2019 Digitas Health - Confidential
OVERARCHING CX INDEX
22
OPERATIONAL
MEASUREMENTS
EFFECTIVENESS:
% effective completions of goal/conversion
EASE:
% of abandoned journeys, drop offs in flow
EMOTION:
Positive score on feedback mechanisms
STRATEGIC IMPACT
MEASUREMENTS
RETENTION:
% returning more than 2x a month
ENRICHMENT:
% reviewing additional content
ADVOCACY:
Positive NPS and increasing based on
activities

23. THANK YOU