Elaine Czech
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Elaine Czech

Signed in as:

filler@godaddy.com

  • Home
  • Designing Experiences
    • Product & Service Design
    • Branding & Service Design
    • Masks & Exhibition Design
  • Research Process
    • Design Process for Book
    • Design Process for FO
    • Confer App Research
    • Artistic Research on Noh
    • Onboarding Research
  • Artistic Skills
    • Art
    • Design

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Researching Onboarding and Marketing

Assessing a Home Health Monitoring System (HHMS)

I was tasked with examining the onboarding process of an HHMS for older adult care

Marketing and Onboarding

I determined the onboarding process began with marketing and ended with the initial use

Critical Discourse Analysis (CDA)

I decided on CDA as an examination method as it would allow me to look at how the dominant discourse (what the system developers were saying) affected the subordinate discourse (how the users interpreted what was said)

Dominant Discourse Corpus

Marketing Materials and Booklets

Marketing Materials and Booklets

Marketing Materials and Booklets

Textual literature around the system created by the system developers (i.e., website language, instructions booklets)

Onboarding with a Technician

Marketing Materials and Booklets

Marketing Materials and Booklets

Transcription of the onboarding conversation between a technician and the users

Subordinate Discourse Corpus

Entry Interview

After Onboarding Interview

After Onboarding Interview

Interview with participants to understand their current care practices and use of technology

After Onboarding Interview

After Onboarding Interview

After Onboarding Interview

Interview to gauge participants understanding of the system and initial impressions

Initial Use Interview

After Onboarding Interview

Initial Use Interview

Interview to see how the initial impressions/expectations matched up and how the system affected care practices

Analysis

CDA comparison with Similar Systems

CDA comparison with Similar Systems

CDA comparison with Similar Systems

The language used by the system developers was examined first by looking at the larger societal frame used to discuss healthcare and then was compared to the advertising language used by similar systems, like Alexa Care (a registered trademark of Amazon).

Transitivity Of Interview Data

CDA comparison with Similar Systems

CDA comparison with Similar Systems

Within CDA, there are many ways to examine discourse, I choose to look for transitivity in my interview data as it would allow me to see how my participants constructed their environment and relationships. 

Take Away

Onboarding and Marketing Affect Users

The language used to not only describe a system's design but then how that system is sold to users can affect their expectations and how they use the system. Thus, onboarding and marketing should also consider household collaborative care practices and better reflect those dynamics.


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  • Product & Service Design
  • Branding & Service Design
  • Masks & Exhibition Design
  • Design Process for Book
  • Design Process for FO
  • Confer App Research
  • Artistic Research on Noh
  • Art
  • Design