building personas- a formula for success

Salesforce UX

Building Personas

BeckyBuck

KirstenBandyopadhyay

A Formula for Success

Winter 2015

MabelChan

Rebecca Sherrill

KatMurray

JennyWilliams

We worked on this with many talented colleagues:

We inherited prior work.

A set of personas that weren't getting much use.

Tons of hard to read data tables.

Accuracy + Precision + Storytelling = Impact

Formula for Success

Accuracy

Lesson #1

Let’s make it easy to use.

Easy for whom?How easy is easy?

4,000+RESPONSES

(4.7% response rate)

*Users with View All Data & Manage Users perms

10 - 100 QUESTIONSQuestions varied by role and responses

View Full Survey

Sent a survey to all users with admin rights*

Used survey branching to address multiple audiences

Which best describes your primary role in relation to Salesforce?

40%Philanthropists

21%Designers

12%Fire Fighters

2%Veterinarians

12%Architects

13%Teachers

A spectrum of user types completed the survey...

All Responsesn = 4,112

DATA OBSCURED

Precision

Lesson #2

Needed more precise ways to measure “skill.”

Statistical cluster analysis based on skills

admin ≠ org

Usage data from orgs is not necessarily representative of admin skill.

Since consultants and partners help configure some orgs, it’s important to pair usage data with direct feedback from admins themselves.

For example:

use FEATURE X

〜80% orgs

successfully use FEATURE X

57% admins

#sadminHaven’t successfully used the feature

#gladminHave successfully used the feature

Admin satisfaction is influenced by their ability to accomplish their goals

For FEATURE X

70%#gladmin

30%#sadmin

26%Successfully used

15%Played around with

10%Have not

attempted

5%Never

heard of

44%Very confident using

Storytelling

Lesson #3

AcceleratedAdmins

AccidentalAdmins

AlsoAdmins

AdeptAdmins

All-StarAdmins

Least Skilled

Most Skilled

There are 5 types of admins

AccidentalAdmins

“I didn’t know what I was getting into.”

20%

30%

10%

There is no “average” admin

Adept

All-Star

Accelerated

Accidental

Also

5%

15%

ADMIN TYPE

0%

PERCENTAGE OF ADMINS

5% 10% 15% 20% 25% 30%

DATA OBSCURED

Feature A

Feature C

Feature E

Feature G

Feature I

Feature B

Feature D

Feature F

Feature H

Accidental Adept All-StarAlso Accelerated

Aware of feature

Successfully used feature

Company Size

23%

UnlimitedEnterpriseProfessionalGroupContact Mgr

1 - X0 X1 - X00 X00 - X00 X01 - X000 X001+

Salesforce Edition *

of admins are in this group

of their work week is admin related

experience with Salesforce

0-1 years

experience with Salesforce

Accidental Admins (X%) at small businesses are juggling work in Salesforce in addition to their regular job responsibilities.

Accidental

I don’t know*

X%

X - X years

My boss asked if I wanted to help with Salesforce and I said sure, thinking it would be like a 2 week project.- Kathy, Sales Ops Manager

The trouble is that I'm so busy at work that I haven't even had time to fully implement this program, which I know would be a huge help if it was properly set up! - Abby, Marketing Coordinator

I'm looking to run my business, not start a second career as a Salesforce consultant.- Greg, VP of Marketing and Bus Dev

23%of admins are in this group

experience with Salesforce

0-1 years

What else is unique about Accidental Admins?

X% have never even heard of custom fields or page layouts.

Yet they are more likely than any other admin group to have set up their own org. X% have done this.

We talk to All-Star Admins more often than any other group, but they are not the norm.

Impact

Lesson #4

We tend to overestimate the skill of many admins.

#sadmin reality:

Segmentations help us to design the right things for the

right users.

Value props

High level concepts

Walkthroughs

Real-world examples

How to pick a partner or hire an Adept Admin

Walkthroughs

Best practices

Understanding of the why behind using features.

How to optimize their org

How to make end users more successful

Basic coding tutorials

Details so they can move fast

How to keep org and users up-to-date on new features

AcceleratedAdmins

AccidentalAdmins

AlsoAdmins

AdeptAdmins

All-StarAdmins

Each of these groups have different training needs

When we talk about admins, let’s be more specific.

Questions?