Understanding Web and Intranet Users Through Personas

Understanding Web & Intranet Users Through PersonasWatch the webinar video instead February 29, 2012 Adam Wasserman, Consultant Prescient Digital Media Carmine Porco, GM & VP Prescient Digital Media Strictly Confidential © 2012 Prescient Digital Media Not For Distribution Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 11

Agendao Who we areo Personas • What are personas? • Value of personas • Persona elementsoQ&A Strictly Confidential © 2012 Prescient Digital Media Not For Distribution Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 22

Who is Prescient?o 11 years of rich history.o Strategic Internet & intranet consulting, planning & design services to many Fortune 500 & big brand clients, small and medium-size leaders.o More intranet engagements & clients than any firm (class).o A well defined and proven methodology. Strictly Confidential © 2012 Prescient Digital Media Not For Distribution Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 55

Listen. Understand. Deliver.o We treat each client as unique; • Listen to their needs, goals and challenges; • Understand a client’s requirements and potential; and • Deliver highly effective and innovative website & intranet plans, designs & solutions. Strictly Confidential © 2012 Prescient Digital Media Not For Distribution Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 66

Luke Smith Veronica Chung Chris Miller Roberta Davis-Human Resource -IT Project -Office Admin. -Manager Supervisor Manager -South Division -West Division-Eastern Division -North Division Strictly Confidential © 2012 Prescient Digital Media Not For Distribution Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 99

Age Department Gender Technology Location comfort Intranet Position navigational preferenceName Work style Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 10 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 10

Personas… Represent & describe typical intranet/website users. Help organizations understand the needs of their users by thinking like the users (e.g. would Sue use this?). Help organizations make data-driven decisions. Ensure that all parts and aspects of the organization are appropriately represented. Makes the website/intranet more user-centric. Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 11 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 11

Personas are not… Every possible user or employee. Exact replicas of specific employee or user groups. Only used for usability testing. A replacement for other site development processes (e.g. business requirements, usability testing). Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 12 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 12

Value of Personaso Allow organizations to consider all users needs when redesigning or developing a site.o Makes large user populations more manageable and easier to understand.o Replaces the needs to canvas entire user communities.o Useful in all aspects of the business outside of the web/intranet initiatives. Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 13 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 13

Geographic Locationo Different locations have different information/language needs that should be addressed. Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 15 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 15

Ageo Older employees use technology different than younger employees. ≠ Company A Company B Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 16 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 16

Roles & Tenureo Different levels of access (data, forms, tools) and different levels of knowledge. Role Tenure Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 17 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 17

Business Unit/Departmento Different information needs (News, data, forms, tools). Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 18 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 18

Work Locationo Intranet needs reflect the work location • Social media is important to increase sense of community for somebody working from home. • Someone in transit may require more access to an employee directory. Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 19 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 19

Personas Complement Usability TestingPersonas Jill Smith Use Apply for benefits Cases Usability 20 seconds to find form Testing Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 20 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 20

Use Cases and Usability Testing Task Difficulty # of Clicks Locations searched Essential Links,1. Fill in your timesheet Medium 3-4 Employee Resources, Forms, Tools/Apps2. Find out about your Essential Links, Easy 1-2benefits Employee Resources3. Find employee Essential Links, Hard 4-5discounts Employee Resources4. Fill out your Tools/Apps, Employee Medium 3expenses Resources5. Find the rules on gift Easy 2 Policies/Proceduresgiving and receiving6. Listen to CEO’s Home Page, Employee Easy 1-2update Resources7. Edit your profile Hard 3-5 Header, Tools/Apps Strictly Confidential © 2012 Prescient Digital Media 21 Not For Distribution 21

Challengeso Personas are data-driven but the information that is needed is rarely easily accessible.o Prescient builds out relatable personas by first understanding the organization (interviews, workshops, surveys, research).o Personas need to reflect strategy. Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 22 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 22

Contact Information www.prescientdigital.comAdam Wasserman Carmine Porco,Consultant General Manager & Vice PresidentPrescient Digital Media Prescient Digital Mediae: awasserman@prescientdigital.com cporco@prescientdigital.comm: 647-966-9604 www.Twitter.com/carmineporcot: 416-926-8800 x 22 Skype:carmine.porcowww.Twitter.com/awasserman 416.728.2226 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 25 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 25

Understanding Web and Intranet Users Through Personas

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