building personas: a formula for success
Post on 19-Jul-2015
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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?
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