Web DevelopmentChange is the only Constant

BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST

Today’s Presenter

Ben Dillon, MBA | VP & eHealth EvangelistGeonetric, Inc.

Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years.

He’s also a Twitter junkie – follow him at @benatgeo.

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Geonetric Clients

About Geonetric

Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems.

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Web DevelopmentChange is the only Constant

BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST

<<Need some way to ease us into the topic…>>

Big-Bang Redesign

Discover Structure Populate Create

Project KickoffStakeholder Interviews

Success MetricsWeekly Status Calls

Preference Survey (Design)

Information ArchitectureVisual Site Map

TaxonomyNaming Conventions

Content Plan

Page Content OptimizationPage Content Development

Module Content Development

- Providers - Locations - Services - Events

Image Loading

Dev SiteStage Site

Hosting Configuration

Panel TrainingForms Training

Functionality Requirements

Writing for the WebRoles & Permissions

Pla

nn

ing

&

Man

ag

em

en

tC

on

ten

t &

D

esig

nS

oft

ware

&

Fu

ncti

on

ality

Com

mu

nic

ati

on

& T

rain

ing

(client determines)

Content Inventory

Panel IntegrationForms Customization

Database DevelopmentSystem Integration

Webinars

A Traditional Implementation

Launch

Preference Survey (IA)

Visual DesignUsability Testing

Template CreationContent Wrap-up

- Links - Custom Panels - Pages

Report

Link Checking

System TestingForms Testing

Integration Testing

Pages TrainingModules Training

Modules Implementationand Configuration

This Process has Produced Some Great Work

What’s Wrong with the Big Bang Approach?

Expectations

Your site

Redesign begin

New site re-launch

Time

The Lag and Sprint Strategy Leaves You Perpetually Behind

The Waterfall Model

Discover

Structure

Populate

Create

Launch

The Slow Boat…• Long process

– Disruptive to your staff

– Duplicate maintenance

– Disruptive to visitors

– Long payback

– The longer the process, the more likely important things will change!

Incremental Redesign

Incremental Change• Incorporate site changes in small(er) chunks

• Push changes live as they are complete

• Watch behavior and use feedback

• Taking larger changes and rolling out incrementally

Isn’t this Inefficient?

Efficiency Can Be Counter-Intuitive

Oncology

Cardiology

Otolaryngology

Transplant

Neurology

Virology

Gastroenterology

Surgical Weight

Management

Family Medicine

Orthopaedics

Urgent/ Emergenc

y CareObstetrics

General Surgery

Women’s Services

Endocronology

Pediatrics

Dermatology

Mental Health

Diagnostic Radiology

FlawFlaw

FlawFlaw

Flaw Flaw Flaw Flaw Flaw

Flaw Flaw FlawFlaw Flaw

Flaw Flaw Flaw Flaw

Flaw

New Services Section

“One Piece Flow”

Oncology

Cardiology

Transplant

Family Medicine

Orthopaedics

Write Edit Post Track

Write Edit Post Track

Write Edit Post Track

Write Edit Post Track

Flaw

Real Efficiency• Less work in process (WiP)

• Less rework

• Faster path to value

Incremental Improvement

Segmenting a RedesignBrand

Elements

Visual Design

IA/Navigation

Content

Functionality

Responsive Design

What Should I Do First?

Prioritize The WorkHow we spend our time

High Priority

Low Priority

How we should

High Priority

Low Priority

Prioritization• Big-bang projects blur prioritization

• In incremental redesign, prioritization must be based on what drives value, not on squeaky wheels

Prioritize Initiatives• In support of

strategic/business plan

• Measurable value

• Resources/staff available

• Implementation plan

• Long-term support plan

• Valid executive sponsor

Prioritization Will Set You Free

Balancing Short and Long-term

Interests

…teams who focus on the long term are far more likely to create designs that really pay off for the organization. Short-term thinking gets the design done, but the team ends up

doing it all over again months down the road. Long-term thinking deals with the inevitability

of changes and turns the site into a living, breathing entity that grows with the

organization's needs.” Jared Spool, User Interface Engineering

Planning vs. Agility

“

Last Quarter

Current Quarter

Quarter +1 Quarter +2 Quarter +3

Completed Committed tasks

Planning begun

Proposed Proposed

Build a Rolling Strategy with a Long-Term Vision and Short-

Term Commitments

Hold commitments to the last responsible moment

Maintenance, Management and Governance

Example:Ongoing Content Governance

• Ongoing program approach

• Inventory and audit content in sections

• Run individual pages through the process, not sections (one piece flow!)

• Publish updated content as it is completed

• Key metric is number of pages published, not “started” or “ready to publish”

• Obsessive tracking of metrics with feedback loops

Incremental Change Benefits• Incremental change processes feel more calm!

• More manageable– Easier to collect and manage content

– Easier to measure

– Easier to troubleshoot

• Allows for prototyping and experimentation– Drop what doesn’t work

• Deployment of change to future sections increasingly easy

If We’re Scrapping Everything, Does Incremental Redesign Really Make Sense?

When Should We Choose the Big Bang?

When Should We Start Clean?

• When there is very little of the current site worth salvaging

• New information architecture, navigation and site organization

• When the organization goes through a drastic change in identity

• New technical architecture…maybe

But AFTER that Redesign…

Go-Live is a Beginning, Not An End

This is not a sprint, it’s a long-distance relay race

Even when you do a big-bang, continue with

incremental redesign

Stop Thinking About the Web in Project Terms

Start Thinking About the Web as a Program

This Just Might be the Last “Site Overhaul” You Ever Do!

Questions?Contact Ben:

800.589.1171

Ben.Dillon@geonetric.com

www.Geonetric.com

Geovoices.com

@benatgeo

Pinterest.com/benatgeo

Video Of This Webinar

Watch the VideoThis webinar compares the traditional redesign approach with a more incremental approach. We highlight the benefits of starting small and creating a process of continuous improvement.

Visit our website to watch a free recording of our popular webinar.

Watch the Web Development webinar!

New White Paper Available

Fill out the survey at the end of the webinar and we’ll send one your way.

Request your free copy!

The End