Persona/Scenario Design (타깃 설정 및 퍼소나 설계)                        2012.11.15                 InnoUX CEO 최병호     InnoUX@InnoU...
Table of Contents•     Understanding•     Case StudyPersona/Scenario Design   1   © 2012 InnoUX & Innodesign All rights re...
Understanding
Personas lead to better decisions                                       Personas for Strategy                             ...
Segmentation: Marketing vs. Personas                            Marketing                      Personas                   ...
Qualitative PersonasPersona/Scenario Design   © 2012 InnoUX & Innodesign All rights reserved.
User Interviews   •       Cross-section of online customers, offline customers,           non-customers, other audiences  ...
Segmentation by GoalsWhat are different people trying to do on the site?        Hierarchy of Goals                        ...
Segmentation by Behaviors and AttitudesHow do users differ based on what they do or how they think?  Behaviors:           ...
Segmentation by Behaviors and AttitudesExplore different combinations              Frequency of real estate activity      ...
Segmentation by Behaviors and AttitudesFedEx segmentation              Level of preparation                               ...
Qualitative Personas with Quantitative ValidationPersona/Scenario Design                             © 2012 InnoUX & Innod...
Surveys: Who•     Cross-section of users•     Goal: 100+ completions per segment      • 17,000 emails @ 3% completion rate...
Surveys: WhatI.  Questions to gather data on segmentation attributes (dependent variables)    1. Goal for visiting site (b...
Surveys: WhatRecommended order of questions:1.    Current goals, usage, and behavior, including channel usage2.    History...
Site Traffic Analysis                          1.   Entry pages                          2.   Referrers                   ...
CRM Data                          1.   Annual spending                          2.   Frequency of purchase                ...
Quantitative Nirvana: Complete User Portrait                                                        •    Survey data      ...
Testing the SegmentationCross-tabs (pivot tables) in ExcelPersona/Scenario Design              © 2012 InnoUX & Innodesign ...
Quantitative PersonasPersona/Scenario Design   © 2012 InnoUX & Innodesign All rights reserved.
Persona/Scenario Design   © 2012 InnoUX & Innodesign All rights reserved.
Photo                          www.sxc.hu   www.morguefile.com   www.istockphoto.comPersona/Scenario Design               ...
Persona CardsPersona/Scenario Design   © 2012 InnoUX & Innodesign All rights reserved.
Lifesize CutoutsPersona/Scenario Design   © 2012 InnoUX & Innodesign All rights reserved.
Persona CubiclePersona/Scenario Design   © 2012 InnoUX & Innodesign All rights reserved.
Other Ideas for Keeping Personas Alive•     Posters•     Tchotchkes•     Day-in-the-life photos, audio diaries, etc.•     ...
Case Study
References
인용/참조 문헌•   Customer Research & Persona Development (Will Evans, Oct 13, 2012)•   Personas for SEO in 2012 (PubCon) (Micha...
경청해주셔서 고맙습니다!
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Persona/Scenario Design

  1. 1. Persona/Scenario Design (타깃 설정 및 퍼소나 설계) 2012.11.15 InnoUX CEO 최병호 InnoUX@InnoUX.com, @ILOVEHCI
  2. 2. Table of Contents• Understanding• Case StudyPersona/Scenario Design 1 © 2012 InnoUX & Innodesign All rights reserved.
  3. 3. Understanding
  4. 4. Personas lead to better decisions Personas for Strategy Framework for business decisions, offerings, channel usage, features Personas for Marketing Framework for marketing campaigns, branding, messaging, market research Personas for Design Information architecture, interaction design, visual design, content development, user testingPersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  5. 5. Segmentation: Marketing vs. Personas Marketing Personas Age Behaviors Income Gender Goals Other demographics Attitudes Sell to people Understand how people will actually use the sitePersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  6. 6. Qualitative PersonasPersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  7. 7. User Interviews • Cross-section of online customers, offline customers, non-customers, other audiences • 15 interviews is a good starting point • Informal, loosely structured conversationsPersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  8. 8. Segmentation by GoalsWhat are different people trying to do on the site? Hierarchy of Goals Be happy Motivator Be independent Motivator Buy a house Goal Understand process Need Learn about points Task Other goals: • Buy commercial property • Get a mortgage loan • Find an apartment • Get insurance • Sell a house • Find a moving companyPersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  9. 9. Segmentation by Behaviors and AttitudesHow do users differ based on what they do or how they think? Behaviors: Attitudes: • Frequency of real • Knowledge about estate activity real estate • Frequency of visits to • Motivators affecting users’ the site likelihood to • Channel usage for various needs buy or sell • Use of competitors • Perception of the company/brand • Etc.Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  10. 10. Segmentation by Behaviors and AttitudesExplore different combinations Frequency of real estate activity The risk-taker who thinks The pro who wants to use he knows more than he site tools and doesn’t need actually does help The novice who needs a The smart one who wants lot of guidance validation of what she already knows Knowledge about real estatePersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  11. 11. Segmentation by Behaviors and AttitudesFedEx segmentation Level of preparation Me Desired level of personal interactionPersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  12. 12. Qualitative Personas with Quantitative ValidationPersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  13. 13. Surveys: Who• Cross-section of users• Goal: 100+ completions per segment • 17,000 emails @ 3% completion rate = 500 completions• Incentives and reminders can boost completion ratePersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  14. 14. Surveys: WhatI. Questions to gather data on segmentation attributes (dependent variables) 1. Goal for visiting site (buy home, find apartment, etc.) Frequency of site visits for each possible user goal Importance of each possible goal to the user 2. Knowledge of real estate Previous real estate experiences User’s self-perception of real estate expertiseII. Questions to test the segmentation against (independent variables) 1. Other behaviors (site/channel usage, feature usage, etc.) 2. Other attitudes (toward company, about self, etc.) 3. New features and content to testPersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  15. 15. Surveys: WhatRecommended order of questions:1. Current goals, usage, and behavior, including channel usage2. History with the site and company3. User of or importance of existing features and content4. Satisfaction with existing features and content5. Importance of new features and content6. Psychographic questions7. Demographic questionsPersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  16. 16. Site Traffic Analysis 1. Entry pages 2. Referrers 3. Exit pages 4. Common paths 5. Feature usage 6. Search terms 7. Conversion rate 8. Duration 9. FrequencyPersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  17. 17. CRM Data 1. Annual spending 2. Frequency of purchase 3. Products or services purchased 4. Channel usage 5. Customer support usage 6. Length of time as a customerPersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  18. 18. Quantitative Nirvana: Complete User Portrait • Survey data What the user says What the What the user is user does worth • CRM data • Self-reported survey data• Site traffic analysis• CRM data• Self-reported survey dataPersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  19. 19. Testing the SegmentationCross-tabs (pivot tables) in ExcelPersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  20. 20. Quantitative PersonasPersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  21. 21. Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  22. 22. Photo www.sxc.hu www.morguefile.com www.istockphoto.comPersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  23. 23. Persona CardsPersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  24. 24. Lifesize CutoutsPersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  25. 25. Persona CubiclePersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  26. 26. Other Ideas for Keeping Personas Alive• Posters• Tchotchkes• Day-in-the-life photos, audio diaries, etc.• Role-playing• Quizzes• Staple to documents• Email addressesPersona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.
  27. 27. Case Study
  28. 28. References
  29. 29. 인용/참조 문헌• Customer Research & Persona Development (Will Evans, Oct 13, 2012)• Personas for SEO in 2012 (PubCon) (Michael King, Oct 16, 2012)• Personas for Coders (Lane Halley, Sep 07, 2012)• Using Personas In Web Design (Kathy Gill, Feb 09, 2012)• Introduction to building and using personas and scenarios in design (penny hagen, Apr 28, 2009)• Death To Personas! Long Live Personas! (Elizabeth Bacon, Oct 23, 2008)• Data Driven Personas (Todd Zaki Warfel, Jun 13, 2007)• Data Driven Design Research Personas (Todd Zaki Warfel, Sep 27, 2007)• The User Is Always Right: Making Personas Work for Your Site (MulderMedia, Apr 25, 2007)Persona/Scenario Design 82 © 2012 InnoUX & Innodesign All rights reserved.
  30. 30. 경청해주셔서 고맙습니다!

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