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Making Personas Work for Your Site Steve Mulder
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
 
 
Personas bring focus
Personas  build  empathy
Personas encourage consensus
Personas  create efficiency
Personas lead to better decisions Personas for Design Information architecture, interaction design, visual design,  content development, user testing Personas for Marketing Framework for marketing campaigns, branding,  messaging, market research Personas for Strategy Framework for business decisions, offerings, channel usage, features
Creating Personas
The Landscape of User Research and Testing User Interviews QUALITATIVE (INSIGHTS) GOALS & ATTITUDES (ASPIRATIONAL) BEHAVIORS (ACTUAL) User Surveys Usability Testing Site Traffic/ Log File Analysis Eye Tracking Field Studies  (Contextual Inquiry) Shadow Shopping (Shop-Along) Intercepts Customer Support Data Card Sorting Focus Groups Diary/Journal Studies Participatory Design User Advisory Panel Automated Usability Testing User Reports Collages QUANTITATIVE (VALIDATION) A/B Testing
Qualitative Personas
User Interviews ,[object Object],[object Object],[object Object]
User Interviews: Topics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Segmentation Goals Behaviors Attitudes
Segmentation: Marketing vs. Personas ,[object Object],[object Object],Personas Understand how people will actually  use  the site Age Income Gender Other demographics Goals Behaviors Attitudes
Segmentation by Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Be happy Be independent Buy a house Understand process Learn about points Motivator Motivator Goal Need Task ,[object Object],[object Object],[object Object]
Segmentation by Behaviors and Attitudes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Segmentation by Behaviors and Attitudes ,[object Object],Frequency of real estate activity 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
Segmentation by Behaviors and Attitudes ,[object Object],Level of preparation Desired level of personal interaction Me
Segmentation: The Tests ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Qualitative Personas with Quantitative Validation
Surveys
Surveys: Who ,[object Object],[object Object],[object Object],[object Object]
Surveys: What ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Surveys: What ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Site Traffic Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CRM Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Quantitative Nirvana: Complete User Portrait ,[object Object],What the  user does ,[object Object],[object Object],[object Object],What the  user says What the  user is  worth ,[object Object],[object Object]
Testing the Segmentation ,[object Object]
Quantitative Personas
Quantitative Segmentation
Quantitative Segmentation
Quantitative Segmentation
Making Personas Real
Components of a Persona
Photo ,[object Object]
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.
Using Personas
Persona Document
Persona Cards
Lifesize Cutouts
Persona Cubicle
Other Ideas for Keeping Personas Alive ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Business Strategy
Features and Functionality
Features and Functionality: Brainstorming ,[object Object],[object Object],[object Object],[object Object],[object Object],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
Features and Functionality: Prioritizing
Structure
Structure: Task Analysis  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Structure: Use Cases  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Structure: Information Architecture
Structure: Information Architecture
Structure: Navigation
Structure: Site Search
Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Content: Word Cloud
Design
Design: Mood Board
Design: Appealing to All Personas
Testing and Measuring Success ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],Thanks!

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The User Is Always Right: Making Personas Work for Your Site

  • 1. Making Personas Work for Your Site Steve Mulder
  • 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
  • 3.  
  • 4.  
  • 6. Personas build empathy
  • 8. Personas create efficiency
  • 9. Personas lead to better decisions Personas for Design Information architecture, interaction design, visual design, content development, user testing Personas for Marketing Framework for marketing campaigns, branding, messaging, market research Personas for Strategy Framework for business decisions, offerings, channel usage, features
  • 11. The Landscape of User Research and Testing User Interviews QUALITATIVE (INSIGHTS) GOALS & ATTITUDES (ASPIRATIONAL) BEHAVIORS (ACTUAL) User Surveys Usability Testing Site Traffic/ Log File Analysis Eye Tracking Field Studies (Contextual Inquiry) Shadow Shopping (Shop-Along) Intercepts Customer Support Data Card Sorting Focus Groups Diary/Journal Studies Participatory Design User Advisory Panel Automated Usability Testing User Reports Collages QUANTITATIVE (VALIDATION) A/B Testing
  • 13.
  • 14.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22. Qualitative Personas with Quantitative Validation
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 36. Components of a Persona
  • 37.
  • 38. 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.
  • 44.
  • 47.
  • 50.
  • 51.
  • 56.
  • 60. Design: Appealing to All Personas
  • 61.
  • 62.