1. Enterprise Information Architecture Prepared By: Critical Mass June, 2008

4. Associated Sites and Functionality

7. EIA Models

10. Types of Affinity Models Core Core Core 1 2 Everything is KP Model 1 2 3 Segmentation by Audience 1 2 Core 3 4 5 Segmentation by Content Affinity: likeness based on relationship or causal connection involving resemblance in structural plan and indicating a common origin Core

13. Introduction to the 3 Models Super Site Audience Segmentation Exposed Navigation Affinities based on Content Affinities based on Audience Everything is Kaiser 1 2 3

15. EIA Model: KP.org (Super Site)

17. EIA Model: Core Audience Segmentation Core Members & General Public My Health Manager Health & Wellness Plans & Services Kaiser Business Audience Employers Brokers Media Providers Independently branded Affiliate Programs ex: Weight Watchers Sites that don’t link to KP

19. EIA Model: Exposed Navigation – Main Site(s) Dept Store: Member Services My Health Mgr Select a MD Locate our Svcs Dept. Store: Health Conditions Prevention Dept Store: Sales Medicare Students KPIF Company plans Dept Store: B2B Brokers Customers Media Providers Specialty Shop Specialty Shop Specialty Shop Specialty Shop Specialty Shop - Students CORE

20. Summary of the 3 Models Super Site Audience Segmentation Exposed Navigation Affinities based on Content Affinities based on Audience Everything is Kaiser 1 2 3

21. Discussing the 3 Draft Models What are the Pros and Cons of these models for our Users?

22. Discussing the 3 Draft Models What are the Pros and Cons of these models for our Business?

23. Discussing the 3 Draft Models What would these models mean for implementation and governance strategies?