Enterprise Information Architecture

Prepared By: Critical Mass

June, 2008

2

Business Needs

Exposure to / surfacing of depth of KP content

Make the brand effective online – bringing Total Health to web

Clear, segmented and direct purchase path for consumers, brokers and employers

Better user experience – increased self service, increased retention

Reduced development costs / site maintenance / On-line Operations

3

User View of KP

KP is big – its all connected, with internal KP structures not readily recognized

Notion of site is driven by use of browser and links

Insurance and Health related content are big pieces - It’s not based on my doctor directly

“About KP” is part of core KP

Regional events, community sponsorship should be accessible

Information sharing across the web presence is contextual

4

Associated Sites and Functionality

B2C

B 2 C(Health)

“Insurance” / sales

Student

M’care

2nd Sale

Health Info

Independent sites

Affiliated sites

SearchEng

Ind provider

sites

BrokerSites

Health agencies

Health info

HSA

Health Media

Lifestyle

Hostile sites

Health Vault

About KP / Corp

Health services

Health management

I&FPsBusiness

Cluster Entities and Entities

Concepts

Affinities – attributes within / across entities

Kaiser

B2B

Empl’er

Br

KP Intranet

Provs

Suppl

5

Identifying Business Issues

Integrating “corporate” content – News, Media, Annual Reports, research activities

Maximizing access to “Insurance” (plans) / sales components but accounting for renewals by brokers and employers

Creating space for all B2B / “professional” sites including less consumer facing audiences (suppliers)

Policy around commercial oriented sites – Vision Essentials, Cosmetic Surgery

Maximizing impact of informational content that demonstrate KP commitment to the community – Community Benefits, weekly markets, events

Effectively integrating campaigns / mini-sites that support the brand – Thrive, Food detective, teen smoking

6

Addressing the Issues

An Enterprise Information Architecture:

The strategy that describes how the various entities of an enterprise’s web presence fit together.

A web strategy that aligns the user view of Kaiser with the business goals of Kaiser

EIA Models

8

Why 3 Models?

When designing an EIA model that will meet the needs of both user and business, one model does not appear to address all needs. These 3 draft models are intended to be thought starters and a means to debate pros and cons from a user and business perspective.

9

What are Entities?

Entities: Current stand alone sites Large pieces of key functionality such as physician,

facility and physician home pages

Cluster Entities: Similar sites based on audience types

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CoreCore

Types of Affinity Models

Core1 2

Everything is KP Model

1 2

3

Segmentation by Audience

12

Core

34

5

Segmentation by Content

Affinity: likeness based on relationship or causal connection involving resemblance in structural plan and indicating a common origin

Core

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Attributes of an Affinity

Design Elements Brand elements that bind the cluster entities together Different design elements within entities

Personality/ Voice Different personalities between cluster entities Different voice across entities within a cluster entity

Navigation Elements Do users need to navigate to another cluster entity What is common within a cluster entity Return element to kp.org

Information Sharing/ Personalization What are users expectations?

Security / Sign On What are users expectations?

User

Business

12

Overview of the 3 Models

Super Site Audience Segmentation Exposed Navigation

Is like a Shopping Mall

Stores owned individually User decides which store

they want to go into Guidelines for external look

of store Internal layout of store

determined by store owners Layout of mall flexible, you

can browse or follow a site map

Is like a Gap Store

Segments by gender Specialty store with clear

boundaries Store layout is structured

into categories Optimized for selling

particular products Can be a stand alone store

or in a large mall

Is like a Target Store

Everything under one roof Store layout is structured

into categories Optimized for selling

products Stand alone store that sells

many different types of products

1 2 3How can we think about these complex models?

13

Introduction to the 3 Models

Super Site Audience Segmentation Exposed Navigation

Affinities based on ContentAffinities based on AudienceEverything is Kaiser

1 2 3

14

Super site is like a Target store

Sells lots of different types of merchandise of differing brands to all types of audiences

15

EIA Model: KP.org (Super Site)

KP.org (Super Site)

Facilities, Physicians Affiliated Programs

and Providers

Sites that don’t link to kp.org

My Heath Manager Health Plans &

Services

Health & Wellness

Locate Our Services

Prospective Members

Brokers

Employers/ Administrators

Media

Job Seekers

News

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Audience Segmentation is like the Gap

When you enter the store you segment into men's or woman's. Then you drill down... or find what you are looking for.

Woman's Jeans

Woman's Tees

Men’s Jeans

Men’s Tees

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EIA Model: Core Audience Segmentation

Core

Members & General Public

My Health Manager

Health & Wellness

Plans & Services

Kaiser Business Audience

Employers Brokers

Media Providers

Independently brandedAffiliate Programsex: Weight Watchers

Sites that don’t link to KP

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Exposed Navigation is like a mall

Shoes Men’sClothes

Books Jewelry

Boots Jeans Fiction Rings

The mall has lots of stores with different types of merchandise.

Segmentation is done by merchandise type.

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EIA Model: Exposed Navigation – Main Site(s)

Sites that don’t link to kp.org

Dept Store:Member

ServicesMy Health Mgr

Select a MDLocate our Svcs

Dept. Store:

HealthConditionsPrevention

Dept

Store:

Sales

Medicare

Students

KPIF

Company

plans

Dept

Store

:

B2B

Broke

rs

Custo

mer

s

Med

ia

Provid

ers

SpecialtyShop

SpecialtyShop

SpecialtyShop

SpecialtyShop

SpecialtyShop -

Students

CORE

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Summary of the 3 Models

Super Site Audience Segmentation Exposed Navigation

Affinities based on ContentAffinities based on AudienceEverything is Kaiser

1 2 3

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What are the Pros and Cons of these models for our Users?

Discussing the 3 Draft Models

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What are the Pros and Cons of these models for our Business?

Discussing the 3 Draft Models

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What would these models mean for implementation and governance strategies?

Discussing the 3 Draft Models