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Ad Hoc Personas Virtual Seminar Preview Ad Hoc Personas Virtual Seminar Preview Presentation Transcript

  • 1 The Power of Ad-Hoc Personas: Truly practical ways to get confused execs on the same page. Tamara Adlin For UIE Virtual Seminars February 2010 Copyright 2010, Tamara Adlin. All rights reserved.
  • 2 About Me • Author, Speaker & Consultant • Corporate Underpants Blogger • Co-Founder, Fell Swoop • Consultant, adlin, inc. Copyright 2010, Tamara Adlin. All rights reserved.
  • 3 Like it or not, you already have personas. When developing rich experiences across multiple channels with a large team, few people have the same users in mind when making decisions. Copyright 2010, Tamara Adlin. All rights reserved.
  • 4 Categorization Exercise (I want / I need) This is freakin’ hard. Enterprise Small-Medium Mom-and-Pop Businesses I need to I want to I need to I need ROI- protect the I have to I need I need to know how know how to and that’s all existing manage this custom know you are support staff this I care about infra- all alone! reports. reliable works. internally. structure. lakj aslkdjf lakj aslkdjf lakj aslkdjf lakj aslkdjf lakj aslkdjf lakj aslkdjf lakdfj alkjl lakdfj alkjl lakdfj alkjl lakj aslkdjf lakj aslkdjf lakj aslkdjf lakdfj alkjl lakj aslkdjf lakdfj alkjl lakdfj alkjl ladjj fljlafj ladjj fljlafj ladjj fljlafj lakdfj alkjl lakdfj alkjl lakdfj alkjl ladjj fljlafj lakdfj alkjl ladjj fljlafj ladjj fljlafj aljkjd aljkjd aljkjd ladjj fljlafj ladjj fljlafj ladjj fljlafj aljkjd ladjj fljlafj aljkjd aljkjd aljkjd aljkjd aljkjd aljkjd lakj aslkdjf lakj aslkdjf lakdfj alkjl lakdfj alkjl ladjj fljlafj lakj aslkdjf ladjj fljlafj lakj aslkdjf aljkjd lakdfj alkjl lakj aslkdjf lakj aslkdjf aljkjd lakj aslkdjf lakj aslkdjf lakdfj alkjl ladjj fljlafj lakdfj alkjl lakdfj alkjl lakdfj alkjl lakdfj alkjl ladjj fljlafj aljkjd ladjj fljlafj ladjj fljlafj ladjj fljlafj ladjj fljlafj aljkjd aljkjd aljkjd aljkjd aljkjd lakj aslkdjf lakj aslkdjf lakdfj alkjl lakdfj alkjl ladjj fljlafj lakj aslkdjf ladjj fljlafj lakj aslkdjf lakj aslkdjf aljkjd lakj aslkdjf lakdfj alkjl aljkjd lakdfj alkjl lakdfj alkjl lakdfj alkjl ladjj fljlafj ladjj fljlafj ladjj fljlafj ladjj fljlafj aljkjd aljkjd aljkjd aljkjd lakj aslkdjf lakdfj alkjl ladjj fljlafj aljkjd Copyright 2010, Tamara Adlin. All rights reserved.
  • 5 Example of Persona Prioritization • Give every exec 100 points (or 200) • Give out points according to business value of each persona - “If we don’t make _________ ridiculously happy, we’ve failed.” • No two personas can get the same score, unless it’s zero. - They will always forget this rule. Copyright 2010, Tamara Adlin. All rights reserved.
  • 6 Ellen’s Goals & How We’ll Answer Ellen Evans Questions PRIORITY: 2 / CATEGORY: INTERESTED Yes, we list all the best jobs in I want to build my career— the industry, but that’s not all “I need tools and information make more money, get more we have for you. that can help me work even responsibility, and build a We have more than one event a reputation in this industry. faster and smarter…I have no year, and here’s when they are, time or tolerance for anything I want to find good shortcuts what they cover, etc. that bogs me down!” along the way so I can work We have some prepared ideas smarter. for you to justify the cost of Description I want to build my contacts. your membership to your boss. Ellen is an event planner, and she’s proud of her career. She started This biz is all about who you out as an executive assistant to the VP of Sales at Acme, Inc. She know. “Oh, By The Way...” kind of ‘fell in’ to being an event planner; when she was an executive assistant, she had to organize meetings for the board and I want to stay up to date, but I Yes, we have it all…but we’re other small gatherings. Her boss then asked her to put together an thinking about you and your don’t want to become a incentive trip for the sales people, and she found out that she was really good at pulling off a big event like that…and she liked it! She scholar. There’s only so much needs. Our job is to keep you started learning about event planning as a career and now is time in the day—who has time up to date without having to ‘officially’ an event planner at Acme. These days, she finds herself for big reports? dedicate your life to it. We do looking at brochures for Cancun, the Bahamas, and Hawaii, and on the hard stuff—the sorting, the the phone wheeling and dealing to get a great deal on a block of 100 rooms, massive numbers of flights, and meals for a whole Ellen’s Questions, in summarizing, and the bunch of picky people. It’s really fun. Her Own Terms prioritizing—so you don’t have to.  Ellen has been a member MPI for 2 years. She heard about the What other jobs are out there organization when she started learning about event planning and for me? she convinced her then boss to pay the membership fee for her. Ellen is excited to grow her career now that she’s confident in her What’s the next event? abilities and interest in event planning. In fact, it might just be time to see what other jobs are out there. She bets she could leverage How can I convince my boss to her new skills to make more money than she does now (and to re-up my membership? move to a company where people don’t still think of her as an Copyright 2010, Tamara Adlin. All rights reserved.
  • 7 The Persona-Weighted Feature Matrix: Pet features fall to the bottom like Copyright 2010, Tamara Adlin. All rights reserved.
  • 8 Taking the Matrix one step farther: Creating effective communication with your • You have the feature priorities... Work on these Work on these features LATER features NOW HIGH • which are based on persona Benefit to Personas priorities... • which are based on business LOW HIGH and brand goals... Technical Feasibility Technical Feasibility • which were approved by the execs... LOW Benefit to Personas Ignore these features, Work on these possibly forever. features later, MAYBE Copyright 2010, Tamara Adlin. All rights reserved.
  • 9 Personas are Characters; Use Design Maps to Create the Stories Design Map: Ellen signs up for MPI for the first time Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum dolor sit dolor sit dolor sit dolor sit dolor sit dolor sit dolor sit dolor sit dolor sit dolor sit dolor sit amet, amet, amet, amet, amet, amet, amet, amet, amet, amet, amet, consectetuer consectetuer consectetuer consectetuer consectetuer consectetuer consectetuer consectetuer consectetuer consectetuer consectetuer adipisci adipisci adipisci adipisci adipisci adipisci adipisci adipisci adipisci adipisci adipisci Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum Lorem ipsum dolor sit dolor sit dolor sit dolor sit dolor sit dolor sit dolor sit dolor sit dolor sit dolor sit dolor sit dolor sit amet, amet, amet, amet, amet, amet, amet, amet, amet, amet, amet, amet, consectetuer consectetuer consectetuer consectetuer consectetuer consectetuer consectetuer consectetuer consectetuer consectetuer consectetuer consectetuer adipisci adipisci adipisci adipisci adipisci adipisci ras et adipisc adipisci adipisci. adipisci adipisci adipisci Donec lectus sem at ras et Lorem ipsum Lorem ipsum turpis, tempor sem at ras et dolor sit ras et sem at dolor sit Lorem ipsum id, cursus Lorem ipsum sem at amet, Lorem ipsum amet, dolor sit vitae, eleifend dolor sit consectetuer dolor sit Lorem ipsum consectetuer amet, in, ri amet, amet, dolor sit adipisci consectetuer Lorem ipsum amet, adipisci consectetuer Lorem ipsum consectetuer Lorem ipsum dolor sit consectetuer Lorem ipsum adipisci dolor sit adipisci dolor sit amet, adipisci dolor sit amet, amet, Lorem ipsum Key consectetuer amet, consectetuer consectetuer dolor sit adipisc consectetuer Lorem ipsum adipisci amet, Lorem ipsum Lorem ipsum steps adipisci dolor sit consectetuer ras et sem at dolor sit dolor sit Donec lectus Lorem ipsum amet, amet, amet, turpis, tempor dolor sit consectetuer Lorem ipsum comments or ras et sem at consectetuer consectetuer id, cursus amet, adipisci dolor sit assumptions adipisci adipisci vitae, eleifend consectetuer amet, questions in, ri adipisci consectetuer Lorem ipsum ras et sem at adipisci dolor sit Lorem ipsum ideas amet, dolor sit Lorem ipsum consectetuer amet, dolor sit adipisci consectetuer amet, adipisci consectetuer adipisci Copyright 2010, Tamara Adlin. All rights reserved.
  • 10 Join us! The Power of Ad-Hoc Personas Virtual Seminar For more info, and to sign up: www.UIE.com Copyright 2010, Tamara Adlin. All rights reserved.