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Who is Your Site for Anyway?
Use Personas to Guide Your Customer-Centric Journey
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Anyone participate in online communities or social networks?
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The Enforcer
•Also known as your mod team
•Stand behind the policy of the company / community
•Accepts members, bans bad behavior, and ensures community is safe
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The White Knight•Comes to the rescue
•Always defends people / brands
•Righteous or optimistic
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The Devourer
•Consumes information in massive quantities
•Participates in many social networking communities
•Sporadic participation
•Recycle information
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The Lurker
•Reads, listens, or watches content within the community
•Never contributes
•Visits often
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Your Personas Won’t Be as Stratified By One Feature or Attitude
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Agenda
What are Personas
What Personas are Not
Why Personas
Approach to Creating Personas
User Lifecycle
Applications of Personas
Persona Examples
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WHAT ARE PERSONAS?
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What are Personas
Not based on one individual - but a conglomerate of data
Personas are NOT real people
However, personas ARE based on real information -attitudes and behaviors of real users
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Understand Your User
• Motivations
• Goals
• Needs
• Decision Making Factors
• People / Influencers
• Expectations
• Preferences
• Demographics Information
• Brand Attitudes
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Basic Anatomy of a Persona
Quote
Needs / Objectives
Web History
Demographic
Description
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WHAT PERSONAS ARE NOT
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Differences Between Market Segments and Personas
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PersonasMarketing
Sell to people
Age
Income Gender
Otherdemographics
Goals
Behaviors
Attitudes
Understand how people
will actually use the site
Usage
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Differences Between Market Segments and Personas
Offline Target
Audience
Web Users
Those who use your product offline are not always the ones using it online
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What Personas ARE NOT
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PersonasMarketing
Market Segments
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Personas CAN BE
Segment A
Segment C
Segment B
Segment D
Encompasses attributes of
Segments A & C
Persona 1
Encompasses attributes of
Segments D & B
Persona 2
Combinations of
cross segments to
encompass all
functionality and
content needs
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WHY PERSONAS?
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Allow You to Focus on Things That Matter
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Allow You to Come to Consensus
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Allow You to Be More Efficient
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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
Personas for StrategyFramework for business decisions,
offerings, channel usage, features
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APPROACH TO CREATING PERSONAS
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Direct Methods of Gathering Data
• Surveys
• Intercept Studies
• User Testing
• Interviews with Users
• Field Studies
Talk to your users.
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Indirect Methods of Gathering Data
• Server Logs
• Customer Service Reps
• Support Logs
• Web Analytics
• 2nd Hand Research
Not as good but better than nothing.
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Qualitative vs. Quantitative
• Need Qualitative and Quantitative Data
• Quantitative = Numbers
– Identify trends and narrow your data
• Qualitative = Focus
– Provide anecdotes to bring your personas to life
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Source: Molecular
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Segment Personas by Priority
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Segmentation by Goals
• What are different people trying to do on the site?
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Segmentation by Behaviors and Attitudes
How do users differ based on what they do or how they think?
Behaviors:
• Frequency of visits to the site
• Internet experience
• Use of competitors
Attitudes:
• Knowledge about subject domain
• Motivators affecting users’ likelihood
of converting or not
• Perception of the company/brand
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USER LIFECYCLE
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Example Cycle for Traveler
Based on Interaction with Website
Planning (research)
Shopping (compare)
Booking (purchase)
Post Booking / Pre Travel
Active Traveling
Post Traveling / Evangelism
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Map Needs to Cycle
• What are the User Needs at Each Cycle?
– Website Needs
• Content
• Functionality
• Social Media
– Internal Needs
• Goals
• Tasks
• Influencers
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APPLICATIONS OF PERSONAS
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Features & Functionality : Brainstorming for First Time Buyer
Home Buyer’s 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
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Structure
• Sitemap
• User Scenarios
• Workflows
• Wireframe
• Content Mapping
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Structure: Sitemap
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Structure: User Scenarios
Search for Houses
Level: User goal
Primary actor: Francis the First-Time Home Buyer
Preconditions: Francis arrives at home page or House Search landing page
Main success scenario:
1. Francis enters city and state or zip code.
2. System uses auto-completion to show options below search field as Francis types. System shows up to 10 matching city names in order of number of homes for sale in each city. Francis can click a city name to select that city.
3. Francis selects minimum and maximum price values from drop-down menus.
4. System validates selected values.
5. Francis selects number of bedrooms and bathrooms from drop-down menus.
6. Francis submits search.
7. System validates required fields before submitting query.
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Diagram
Stories
Work Flows
Example Discovery Phase DeliverablesStructure: Workflows
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Structure: Wireframe
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Content
•Articles or Product Descriptions•Instructional Text•Documentation and Help•Error Messages•Imagery•Sound•Video
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Content Mapping by Persona
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Design
• Themes
• Imagery
• Color
• Font
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Professional
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Feminine
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Trendy
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In Summary…
Personas Should…
• Explain Key Differences Observed Among Users
• Be Different Enough From Each Other
• Feel Like Real People
• Be Described Quickly
• Cover All Users
• Clearly Affect Decision Making
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Questions?
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