copyright © 2007 molecular, inc. | | linked by isobar 1 steve mulder making personas work for your...
TRANSCRIPT
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 1
Steve Mulder
Making Personas Work for Your Site
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 2
Business results depend on satisfying users
You are not your user
Learning about users requires direct contact
Knowledge about users must be actionable
Decisions should be based on users
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 3
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 4
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 5
Personas bring focus
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 6
Personas build
empathy
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 7
Personas encourage consensus
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 8
Personas create efficiency
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 9
Personas lead to better decisions
Personas for DesignInformation architecture, interaction design, visual design, content development, user testing
Personas for MarketingFramework for marketing campaigns, branding, messaging, market research
Personas for StrategyFramework for business decisions,offerings, channel usage, features
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 10
Creating Personas
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 11
Content: Word Cloud
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 12
User Interviews
• Cross-section of online customers, offline customers, non-customers, other audiences
• 15 interviews is a good starting point – You will need to do 2 as a minimum.
• Informal, loosely structured conversations
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 13
User Interviews: Topics
• History with the company• Intro to company, usage/purchase history, early impressions
• Domain experience and knowledge• Domain expertise, competitors, share of wallet
• Goals and behaviors• Needs/triggers for usage, typical process, channel usage,
feature and content usage, gaps, wish list
• Attitudes and motivators• Description of experience, likes/dislikes, influencers,
psychological drivers
• Opportunities• Reaction to new ideas, features, content, improvements
• Observation of actual behavior (field studies, usability tests)
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 14
Segmentation
Goals
Behaviors
Attitudes
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 15
Segmentation by Goals
What are different people trying to do on the site?
Hierarchy of Goals
Other goals:• Buy commercial property• Find an apartment• Sell a house
Be happy
Be independent
Buy a house
Understand process
Learn about points
Motivator
Motivator
Goal
Need
Task
• Get a mortgage loan• Get insurance• Find a moving company
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 16
Segmentation by Behaviors and Attitudes
How do users differ based on what they do or how they think?
Behaviors:• Frequency of real
estate activity• Frequency of visits to
the site• Channel usage for
various needs• Use of competitors
Attitudes:• Knowledge about
real estate• Motivators affecting
users’ likelihood to buy or sell
• Perception of the company/brand
• Etc.
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 17
Segmentation by Behaviors and Attitudes
Explore different combinationsF
requ
enc
y o
f rea
l est
ate
act
ivity
Knowledge about real estate
The risk-taker who thinks he knows more than he actually does
The novice who needs a lot of guidance
The pro who wants to use site tools and doesn’t need help
The smart one who wants validation of what she already knows
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 18
Segmentation: The Tests
Your segments should…• Explain key differences you’ve
observed among users• Be different enough from
each other• Feel like real people• Be described quickly• Cover all users• Clearly affect decision making
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 19
Qualitative Personas with Quantitative Validation
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 20
Quantitative Nirvana: Complete User Portrait
• Survey data
What the user does
• Site traffic analysis• CRM data• Self-reported survey data
What the user says
What the user is worth
• CRM data• Self-reported
survey data
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 21
Quantitative Personas
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 22
Making Personas Real
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 23
Components of a Persona
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 24
Scenarios
Francis and Michael have agreed that she’ll take charge of learning more about the home-buying process. She goes online, does a Google search for “Atlanta real estate,” and follows a link to the site’s home page. She sees that she can search for houses from the home page, so just for fun, she does a quick Atlanta search to see what kinds of houses show up. There are lots of houses in many different neighborhoods, and she easily narrows her results down to the area where she and Michael live, using a map. There are still many results, and she’s not quite sure which search options to use to narrow the search further. Then she notices a link for first-time home buyers and follows, it hoping for basic how-to information.
The link takes Francis to a step-by-step tutorial that explains the whole process, and she immediately feels like she’s found the right site from which to begin her house search. She carefully reads some articles for first-time home buyers, taking notes as she reads. She bookmarks other articles she wants to go back and read later. She also comes across the site’s calculator and starts trying different combinations of numbers to find out what she and Michael can afford. She particularly likes the glossary of terms so that she can finally figure out what “points” are and learn more about different types of mortgages. After an hour and a half of reading, her brain is full, and she shuts her computer down for the day, feeling like she got an excellent start.
The next day, she comes back to the site to look up information specific to Atlanta neighborhoods and finds lots of information on each. She’s able to focus on five neighborhoods that look particularly good. The fun begins that night, when she takes Michael through all that she has learned, and they set up a regular schedule for looking at online house listings.
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 25
Using Personas
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 26
Persona Document
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 27
Persona Cards
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 28
Features and Functionality
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 29
Features and Functionality: Brainstorming
Francis’ Goals
Learn about the home-buying process
Find out what she can afford
Discover what areas of Atlanta are desirable
Find a house that matches her criteria
Business Objectives
Visit the site often
Register for email alerts and newsletters
Subscribe to premium services
Recommend the site to others
Possible Features and Content
Introductory how-to articles
Glossary of jargon
Videos and podcasts
Success stories
Q&A with experts
Message board
Blogs
Rent vs. own calculator
Local experts to call/meet
Checklists to print
Interactive quizzes
Common mistakes
Animated cartoons
Book recommendations
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 30
Features and Functionality: Prioritizing
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 31
Steve [email protected]
PracticalPersonas.com
Thanks!