what personas are why and how to use them
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PersonasBy Stefano Trojani
1What the Personas are - Stefano Trojani
Yes, but "WHAT ARE" Personas?
Before starting any project on a website, it is important to understand the needs of users. it is therefore possible to identify the features and functionality that will make your website a success, like design (a user support) and analysis of the objectives that the site aims.
There are many ways to identify user requirements: usability testing, interviewing users, discussions with those responsible for the corporate business or conduct sample surveys.
However, a technique that has grown in popularity recently is the use of personas: the development of types of users to guide and test the design and navigation of a web service.
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Personas are users of a website that embody the needs of large groups of end users: in terms of objectives and personal characteristics.
The Personas act as real users for decisions and feedback on the functionality of the design.
The Personas identify the motivations of the users, expectations and objectives of creating behavior They bring to life "abstract" users, with the introduction of a name, a biography and often a photo.
Although the personas are fictitious, they are based on knowledge of real users. E 'need to do extensive research for the creation of personas to impersonate the real user groups
… And SO?
What the Personas are - Stefano Trojani
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The advantages of using Personas (1)
Using Personas allows the development team to take the role of its members.In this way, the team will focus on supporting users design goals, rather than being driven by the ideas of the team members or those of the leaders.
The introduction of personas will bring the following advantages:
• The objectives and user requirements become a common point for the development team
• The development team can focus on the design of a manageable set of characters knowing that they represent the majority of users needs.
What the Personas are - Stefano Trojani
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The advantages of using Personas (2)
• Personas are relatively quick to deploy and can be replaced and changed with ease even during construction.
• Avoid the development team to create what the "leaders" rather ask to what users want
• Internal disagreements on design decisions can be smoothed out with the help of PERSONAS
• Navigation and wireframes / mokup can be constantly evaluated based on personas, reducing the frequency of usability testing (long and costly).
Personas…
What the Personas are - Stefano Trojani
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Persona are not ALL ...there is also the Business
Although the personas will bring many benefits will not be enough to ensure the success of the website or a product online.
Goals of the business need to be considered, because if the website or the service does not meet the expectations of business, then it is completely useless.
Example? Business objective?
an e-commerce site is proposed to easily make online sales.
What the Personas are - Stefano Trojani
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Personas are market segments
The market segmentation is a marketing strategy that allows you to divide the market into individual units
(target) which will then be re-aggregated based on variables in social and economic groups more or less broad: said just "segments".
The division of the market into segments is done using different said bases
"segmentation variables" which are:
geographicalgeographic areaPopulation…sociodemographicageSexOccupation...psychographiclifestylePersonality…Behaviouralbenefits sought (quality, price ...)attitude (positive, negative ...)awareness (informed, misinformed ...)
What the Personas are - Stefano Trojani
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Personas at the end are the"Personification of the market segments"
The market segments or the study of the catchment areas are invaluable tools to identify the personas groups most likely to use a website.
However, market segmentation does not help to provide useful guidance to the design of a site.
Market segmentation can help to identify the profiles of the types of users who will use the service.
Yet rarely it provides the richness and the additional value that can give the use of personas.
What the Personas are - Stefano Trojani
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TARGET vs.PERSONAS
TARGET:The market segmentation could identify users of the hosting service are mostly males, 30-40anni, technically competent, belonging to a Web Agency.
With the help of PERSONAS we notice that 33 years MARCO is absolutely not a sociable person and he is very important to have comprehensive FAQ to avoid contact CUS Care. It is also not patient and want to use the service immediately (lower activation times).Rather orientation for another competitor.
.
What the Personas are - Stefano Trojani
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Find the lowest common denominator to identify Personas (1)
When explaining for the first time that a website can be designed around only a handful of personas, some people remain bewildered.How can two, three or four profiles contain all the user community needs? Often use many personas means only introduce confusion.
For example after interviewing 40 people in the company and wrote their demands for an internet service or website information derived may be patchy or even contradict each other.
The use of Personas cuts this confusion.They allow you to be able to identify distinct groups of users and create users to represent each type of user group. It 'important to design a set of personas that meets all users. The creation of personas should be on the basis of existing people and their way of approaching to an online environment.
Draft of a Personas
What the Personas are - Stefano Trojani
Find the lowest common denominator to identify Personas (2)
The purpose of the research for the creation of perronas is to identify trends or user behavior patterns, expectations and motivations to form the basis of the characters.
One of the best ways to collect this data is to interview real users.
You may need to interview more people if there are very different needs. When you arrive at the same answer several times, it's time to quit.
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Finished Personas
What the Personas are - Stefano Trojani
Tips for interviewsto create Personas
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• Interview with representatives of companies that interact often with the users. These people have had hundreds if not thousands of interactions with end users and are already aware of behavioral patterns of users.
• Reviewing market research and interview specialist made by your company on the market.
• If you design a website, talk to friends and relatives who are users of the current site, or potential users of the new site. are also fine dinners or lunches.
• Imagine celebrities like actors, (Brad Pitt, Gillian Anderson), famous people (Queen of England) or fictional characters (Homer Simpson)
Examples of Personas inspired celebrities
What the Personas are - Stefano Trojani
Templates
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On the web there are many templates of Personas. This does not mean that we must be satisfied with the work done by others.
Based on what we want to test you must have more or less information.
Examples of Personas taken online cards
What the Personas are - Stefano Trojani
YES… But practically?
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Here's a card of a personas.
Let's see how it is structured
What the Personas are - Stefano Trojani
The 4 areas of the sheet
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The board is divided into 4 main areas.
1) The name
2) The emotional space
3) The PRO / VS skills
4) The Trade Off the pesonas (Features)
What the Personas are - Stefano Trojani
The EMOTIONAL space
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The EMOTIONAL space itself contains three elements:
1) The picture
2) The slogan
3) Biography
What the Personas are - Stefano Trojani
the SKILLS
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The skills
1) Personal data
2) PRO
3) AGAINST
4) Target
What the Personas are - Stefano Trojani
FEATURES
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Trade Off Sliderso Caratteristiche
1) Technical skills
2) Patience
3) Natured
4) Budget
5) Expectations
PositivoNegativo
What the Personas are - Stefano Trojani
The FEATURES in a TRADE OFF format
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While there are "levers" it is not possible to put the cursor in any space. Would only create confusione.NOTE: the trade off is not "expert - not expert: the patient - not the patient" ... but synergistic opposite behavior
PositiveNegative
It does not have an opinion about it
50%75% 50% 75%
25% 25%
Neutral
Extremely favorable to the business that we testIt could be a problem
What the Personas are - Stefano Trojani
Example of use of Personas
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DESIGNER
DEVELOPER MIDDLE LEVEL PROFESSIONAL
HOSTING
Let’s imagine what would happen if these PERSONAS was interested in an hosting service ...
What the Personas are - Stefano Trojani
Example of use of Personas
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STUDENTMERCHANT
MIDDLE LEVEL PROFESSIONAL
E-commerce
Let’s imagine what would happen if these PERSONAS was interested in an e-comemrce service ...
What the Personas are - Stefano Trojani
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…THANKS;-)
What the Personas are - Stefano Trojani