data driven personas
DESCRIPTION
This is the tutorial I presented at this year's UPA covering how to do data-driven design research personas.TRANSCRIPT
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Data-Driven Design Research Personas
UPA 2007
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What. Why. Where.
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QWhat is a persona?
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“A persona is a user archetype you can use to help guide decisions about product features, navigation, interactions, and even visual design.”- Kim Goodwin, Cooper
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Personas are a representative behavior and activity profile for a customer base.
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Personas are contextual and specific to the particular application or service.
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QWhy do we have them?
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The average user doesn’t exist.
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Keeping the you out of user and customer.
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QWhat kinds of personas are there?
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Marketing & design research
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As a design research tool, they are a powerful way to communicate knowledge, activities, interests, influencers, goals, and pain points.
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Design research personas can be used for design
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Design research personas can be used for research
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Design research personas can be used for recruiting
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Design research personas can be used for customer service
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Design research personas can be used for training
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Design research personas are
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Design research personas are data-driven
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Design research personas are not a set of demographics
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Knowledge. Activities. Interests. Influencers. Goals. Frustrations and pain points.
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QWhere does the data come from?
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Design research personas include multiple data sources
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Both internal...
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Key stakeholders, web analytics, and customer support.
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...and external
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The customer, customer advocate, and someone you know.
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Presenting the Data
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5
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1
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Intern
al Rese
arch To
ols
Intranet S
earch
Comm
unity Pages
Domain Knowledge
Tech
nology Knowledge
Experience
Blogs IMEm
ail
Shared D
rives
Phone
Confidence
& Tru
st
Productiv
ity
Comm
unity
The Source
Resource
Managem
ent
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QHow do you test and validate your design research personas?
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The reality check.
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The someone you know check.
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Did we have lunch together yesterday?
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Have you spoken to them on the phone recently?
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Stages of the Persona Life-cycle
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Okay, so I have my design research personas. Now what?
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1Development
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2Birth
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3Maturation
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4Retirement
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Common Pitfalls and Mistakes
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1Marketing vs. research design personas
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2Large persona sets
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3Too much personal information
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4The recycle trap
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5Not used throughout the design research process
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Exercise: Persona Shootout
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Michael
1.0 Highly Seasoned
Product T
raining
New Product In
fo
Product S
election
Domain Knowledge
Tech
nology Knowledge
Experience
Altern
ate Selectio
ns
Competit
ive Inte
l
Case Stu
dies
Quote Build
er
Accesso
ry Finder
Reports
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4
3
2
1
Knowledge Activities and Interest
Product T
raining
New Product In
fo
Product S
election
Domain Knowledge
Tech
nology Knowledge
Experience
Altern
ate Selectio
ns
Competit
ive Inte
l
Case Stu
dies
Quote Build
er
Accesso
ry Finder
Reports
5
4
3
2
1
Knowledge Activities and Interest
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Exercise: Segmentation and Patterns
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1The Hunter Gatherer
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Intern
al Rese
arch To
ols
Intranet S
earch
Department P
ages
Domain Knowledge
Tech
nology Knowledge
Experience
Blogs IMEm
ail
Shared D
rives
Phone
Confidence
& Tru
st
Productiv
ity
Comm
unity
The Source
Resource
Managem
ent
5
4
3
2
1
5
4
3
2
1
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2The Worker Bee
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5
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3
2
1
5
4
3
2
1
Intern
al Rese
arch To
ols
Intranet S
earch
Department P
ages
Domain Knowledge
Tech
nology Knowledge
Experience
Blogs IMEm
ail
Shared D
rives
Phone
Confidence
& Tru
st
Productiv
ity
Comm
unity
The Source
Resource
Managem
ent
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3The Hive Tender
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5
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3
2
1
5
4
3
2
1
Intern
al Rese
arch To
ols
Intranet S
earch
Department P
ages
Domain Knowledge
Tech
nology Knowledge
Experience
Blogs IMEm
ail
Shared D
rives
Phone
Confidence
& Tru
st
Productiv
ity
Comm
unity
The Source
Resource
Managem
ent
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4The Librarian
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5
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2
1
5
4
3
2
1
Intern
al Rese
arch To
ols
Intranet S
earch
Department P
ages
Domain Knowledge
Tech
nology Knowledge
Experience
Blogs IMEm
ail
Shared D
rives
Phone
Confidence
& Tru
st
Productiv
ity
Comm
unity
The Source
Resource
Managem
ent
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5The Supporter
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5
4
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2
1
5
4
3
2
1
Intern
al Rese
arch To
ols
Intranet S
earch
Department P
ages
Domain Knowledge
Tech
nology Knowledge
Experience
Blogs IMEm
ail
Shared D
rives
Phone
Confidence
& Tru
st
Productiv
ity
Comm
unity
The Source
Resource
Managem
ent
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Exercise: Creation
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Create personas for a Company Intranet
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Create personas for a mobile communication product/service
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Don’t forget their Knowledge. Activities. Interests. Influencers. Goals. Frustrations and pain points.
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Ready. Set. Go.
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Exercise: Presentation and Critique
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Data-Driven Design Research Personas
UPA 2007