Sample Use Model

	A	B	C	D	E	F	G	H	I	J
1	Situation	Archetype	Logged In?	Goals	Key Content Required	User Flow and Interaction Points	Search?	Call to Action?	Interaction Solutions	Editorial Needs
2		What kind of site user is this?	Is the user logged in?	What does the user hope to achieve?	What content will solve their goal?	How might this user find/interact with this content?	Is there a potential the user tries site search in this situation?	Is there a call to action for this specific situation?	What objects and connections can the content platform provide?	What additional non-modeled content needs are present?

3	Non-client user discovers Client	Anyone	No	Determine who Client is.	About and vision content	Browsing through site at high level	No	Generic discovery (Learn more about Client)	Home page content template	Focus on high-level identification
4				Determine what Client provides.	General marketing content	Navigating to About or Services pages or landing pages			General use page content template	Focus on alignment with brand
5									Landing page content template	Focus on explaining product offerings in human terms
6									Unique design components tied to easy identification (graphics, diagrams, fast-fact columns)
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9	Non-client user has heard of Client, is determining viability	Physician	No, but may create account as they look for more information	Determine the scope of Client's services.	Description and benefits of Client services	Browsing through site at high level	Not to start; but will begin searching if interest grows.	Reach out to inquire about partnership	Home page content template	Focus on alignment with brand
10		Operations Manager		Determine the potential success of a relationship.	Description and benefits of Client thought leadership	Navigating to Services pages or landing pages		Log in to view deeper content	General use page content template	Focus on explaining product offerings in human terms
11		Laboratory Manager		Confirm assumptions about Client.	Benefits of Client services	Viewing Client content to better understand text mix			Landing page content template	Focus on explaining what makes Client different from other similar organizations
12		Decision Maker			Benefits of Client partnership	Viewing support content to better understand policies			Unique design components tied to easy identification (graphics, diagrams, fast-fact columns)
13		Decision Influencer			Lab test content				Lab test category (landing page) template
14					Directed marketing content (based on Lead Rating)				Lab test template
15									Support question / FAQ template
16									Marketing item template - potentially presented as a result of lead rating
17									Personalization based on Lead Rating if user has visited enough pages
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20	Non-client user is thinking of choosing or short-listing Client / due dilligence	Physician	Potentially. Chance of creating account raises as their interest in deeper information grows.	Confirm the scope of Client's services matches client needs.	Benefits of Client services	Viewing Client content to better understand text mix	Yes	Reach out to inquire about partnership	Lab test category template	Focus on explaining what makes Client different from other similar organizations
21		Operations Manager		Determine the potential success of a relationship.	Benefits of Client partnership	Viewing support content to better understand policies, potentially sent directly by sales		Log in to view deeper content	Lab test template	Case studies can be tied to an individual test, or to a category, allowing them to be re-used in areas across the site as relevant.
22		Laboratory Manager		Confirm assumptions about Client.	Lab test content	Viewing case studies sent by sales			Support question template	The value of case studies will be tied to well-known names and fast results
23		Decision Maker		Confirm quality about Client.	Detailed support content to help match requirements				Case study template
24		Decision Influencer		Learn about industry differentiation.	Case studies and testimonials				Marketing item template - potentially presented as a result of lead rating
25					Directed marketing content (based on Lead Rating)				Personalization based on Lead Rating if user has visited enough pages
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28	Non-client user encounters Client through a specific test	Physician	Probably not	Find details of the test	Lab test content	Arrives via search or as a regular visitor	Yes	Log in to view deeper content	Lab test template	Test categories are tied to the larger lab test catalog needs.
29		Specimen Processor / Lab Staff		Find more information about the test	Connections to related content	Site search		Order the test	Lab tests are assigned a category for various areas within taxonomy	Lab tests may include references to specific content chunks, such as "specimen required" content, to lead more heavily on re-use.
30				Purchase the test	Connections to order a test	Searches or browses lab test catalog		Read more about the test category	Articles are assigned to a lab test, allowing them to show on the test page itself
31								Read more about thougth leadership in a category	Education opportunities are assigned to a lab test, allowing them to show on the test page itself
32								View education opportunities related to this test	Lab tests include an alias field. This alias field should be public and user-facing to allow terms to be searchable.
33									Other individual lab tests are assigned as "related."
34									Support questions are assigned to a test, allowing them to show on the test page itself
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37	Non-client user encounters Client through an Client-only test	Physician	Probably not	Find details of the test	Lab test content	Arrives via search or as a regular visitor	Yes	View additional list of Client-only tests	Lab test template
38		Specimen Processor / Lab Staff		Find more information about the test	Connections to related content	Site search		Log in to view deeper content	Same as above, but with addition of "Client-only" designation
39				Purchase the test	Connections to order a test	Searches or browses lab test catalog		Order the test	Client-only designation allows for unique marketing item to show promoting the benefit and reach of Client as a premier test provider.
40								Read more about the test category
41								Read more about thougth leadership in a category
42								View education opportunities related to this test
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45	Non-client user encounters Client through a specific article	Physician	Probably not	Read the article	Article	Arrives via search or as a regular visitor	Yes	Read more within this article category	Article template	Article category could be related to specialty, disease state, unique test, article type
46		Specimen Processor / Lab Staff		Find related content to this article	Article / Insights Search	Site search		View education opportunities related to this article	Article feed and article search templates
47				Find proper content (if this one is not the right target)	Connections to related content	Searches or browses Insigts		View tests related to this article	Articles are assigned a category, which allows for unique content lists based on those categories
48									Articles are assigned tests, which allows the tests to show as related content
49									Education opportunities within the same categories are assigned to the article
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52	Non-client user encounters Client through a specific education opportunity	Physician	Probably not	View or interact with the education opportunity	Education opportunity	Arrives via search or as a regular visitor	Yes	Log in to interact with the education opportunity	Education template	Education category could be related to specialty, disease state, unique test, education type
53		Specimen Processor / Lab Staff		Interact with the educaiton opportunity	Education Search			View education opportunities related to this page	Education feed and education search templates
54					Connections to related content			Sign-up for education opportunity (conference, webinar)	Education items are assigned a category, which allows for unique content lists based on those categories
55					Log-in, certification, or registration content			View tests related to this education opportunity	Education items are assigned tests, which allows the tests to show as related content
56								View articles related to this education opportunity
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59	Non-client user encounters / needs an algorithm	Physician	Probably not	View or download an algorithm to help make a test decision	Lab test content	Arrives via search or as a regular visitor	Yes	Log in to interact with the algorithm (if decision is made to place behind paywall)	Lab test template	Editorial issue: how often does an algorithm get downloaded and never updated?
60		Specimen Processor / Lab Staff			Algorithm (.pdf)	Finds algorithm while reviewing/researching a test		Links as a part of the PDF content object to join Client to see content (if decision is made to place behind login)	Algorithm object, tied to an individual or multiple lab test templates
61						Has algorithm saved		Links to view full suite of algorithms	Algorithm object can include need for login or not, depending on business rules.
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65	New client is learning the ordering process	Physician	Yes	Get an overview of how to walk through the ordering and account process	Answers to common and uncommon support questions	Site search	Potentially, if answer is not easily found	Log in to find client-specific support questions	Support question template	Allow for some editorial control over timing of a support question.
66		Physician Assistant		Find answers to questions about process, including shipping, billing, and results	Guides to helping potential secondary users sign up for accounts	Browses to support		Log in to find client-specific onboarding videos	FAQ section template (to include a set of support questions based either on category or curated)
67		Nurse		Pass along answers to questions about process	Guides to understanding the ordering interface	Unique new client FAQ section		View answer to question	Log in to access a customized new user account section
68		Specimen Processor / Lab Staff			Guides for undersatnding packing, shipping, etc.			Contact representative with further questions	Individual pages can be assigned support questions for at-the-point-of-need answers based on step in workflow
69					Quick access to account representatives				Individual pages can be assigned support questions based on age of account to provide additional information for new clients or logins
70									Education template and education feed template for onboarding content
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73	Client is logging in to access portal for daily work	Anyone logged in	Yes	Navigate to common tasks	User authentication for role	Logging in directly from login form	Not likely, as they're looking for common tasks, not discovering new ones.	Individual custom links are the call to action	Custom "fast links" based on role	May need to allow for the opportunity to edit - to balance curated links with automated links.
74				Get information on individual account	Information from past	Logging in via a bookmarked page, triggering authentication		Update your links	Custom "fast links" based on traffic history
75									Custom categories based on user preferences, such as specialty.
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82	Client is ordering	Physician	Yes	Find a test	Lab test information	Site search	Yes	Order this test	Lab test template
83		Specimen Processor / Lab Staff		Order a test	Standard packing and shipping information	Individual lab test item		Add these items to the test	Test handling as unique template (potential)
84				Understand the products and supplies related to a test	Lab test related objects	Lab test catalog			Test questions as unqiue template (potential)
85				Understand use and process around the test		Storefront			Prior Authorization Requirements (PAR) as unqiue template (potential)
86				Understand specimen needs for a test					Lab test connect via ID all test handling, test questions, and PAR as connected objects
87									User can order directly from Lab Test Catalog (requires tying into larger portal, potentailly phase 2)
88									Order requires users to answer test questions tied to items within order
89									Order requires users to confirm all PAR tied to items within order
90									Order pulls all test handling pages and combines for a shipping/handling manifest
91									Related items are presented within the order and tied to either categories or test IDs
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94	Client is engaging with a specific test	Physician	Yes	Find details of the test, including shipping and management	Lab test content	Site search	Yes	Order the test	Lab test template
95		Specimen Processor / Lab Staff		Order the test	Connections to related content	Searches or browses lab test catalog		Read more about the test category	Lab tests are assigned a category for various areas within taxonomy (specialty, disease state, usage)
96				Understand the additional needs of an individual test	Connections to order a test	Selects details from storefront		Read more about thougth leadership in a category	Articles are assigned to a lab test, allowing them to show on the test page itself
97					Connections to related products			View education opportunities related to this test	Education opportunities are assigned to a lab test, allowing them to show on the test page itself
98					Information on larger test profiles			View items commonly related to this test	Other individual lab tests are assigned as "related."
99								View items within a test profile	Support questions are assigned to a test, allowing them to show on the test page itself
100									Product template for add-ons and non-test order items.