Let's ask the Spool.
"Personas are model users that the team creates to help
understand the goals, motivations, and behaviors of the
people who will use the interface."
Personas are extraordinarily useful tools
But are truly only as eﬀective as the data on hand
or the imagination of the person creating them.
We're using the same personas for TV spots
as we are for websites as we are for mobile apps
This should change
These personas have little
connection to reality other
than they likely use a stock
photo you've seen before.
Family-oriented; Loves life; Young at heart
Make Lemonade MAXIMIZER
Make Lemonade SATISFIER
I start with a set of models and needs in mind, am open to a
broad set of relevant possibilities, and need to take a lot
into consideration to make a purchase decision.
Users place emphasis on the family and vehicles that match
their unique life events. They make joint decisions with their
espouses and share the research process.
I start with a set of specific needs, get progressively open to
a set of relevant possibilities as I get immersed into the
information, but at the end only a couple things will make a
The Maximizer side tends to be immersive in their research
because they consider how their family will use the vehicle in
addition to themselves.
The Satisfier side does much of the work in figuring out the
vehicle specifics: there is a practical and emotional connection
to decide whether or not the car is the right fit.
They both dread the dealer experience.
Even balance of emotional
drivers and rational
between 25 and 45K
What Matters Most
The Tipping Point
What Matters Most
Focus on rational
considerations with emotional
drivers as background
The Tipping Point
Top two things in my
shopping list in the
context of all the
secondary things I’ve
The Loyalist car buyers aren’t defined by having an emotional attachment to
their vehicle’s name. They’re looking for an American vehicle that is fun to drive,
which also provides a feel of practicality. The loyalist is a city dweller who is
likely to shop the entire Chrysler family before looking elsewhere for his/her
Alan Stanwyck only drives American cars like Dodge.
He wants a fun, practical car and when he arrives at
the Dodge site he is only sure of one thing-he wants
a Dodge to fit that description. He's not sure what
Dodge best fits him and would like some direction
Loyalty here may stem from a relationship with a particular dealer. While this
as to what he should choose.
buyer may look for a vehicle on the Internet, he/she is more likely to visit a
His loyalty to Dodge also directly relates to a positive
dealer online. The loyalist does not seem to be particularly emotionally
experience he's had with his dealership. This
attached to his/her vehicle, but describes the dealer experience as delightful.
experience continually brings Stanwyck back to
The site then needs to feel closer to home.
Dodge when his lease expires so that he can get
whatever fits his needs at the time. He'd like to enter
the dealership armed with some knowledge of the
Dodge lineup but looks to his salesman to further
help him through the decision-making process.
Who They Are
Expectations and Goals
Average Age : 47
Gender : 63%
Marital Status : 69%
• Continued Dodge Branding
24% High School Graduate
23% Some College
19% College Graduate
• Personal Service/Catering
• Community Efforts
• Free Branded Offerings
18% Professional Specialty
9% Skilled Trade
8% Administrative / Clerical
1% Asian American
Top Purchased Vehicles:
17% Ram Pick-Up
13% Grand Caravan
In New Vehicle Feel:
• Comfortable : 63%
• Dependable : 63%
• Ease : 54%
• Clearly Meets Needs : 51%
• Is Fun : 57%
• Is Smart Choice : 56%
Seriously Consider Other Makes? 43%
Brands Most Seriously Considered
• Dodge-Specific Owner's Site
• Regional Or Personal Information
• Presentation Of Information Based On User
• Better Display Of Loyalty Incentives
• Enhanced Dealer Sites For Regional Marketing
• Mopar Accessorizer
• First Peek Information
• Web-Based EMail
• Lease-End Options/Incentives/Recommendations
• Free Upgrade With Repeat Purchase
Tracy is a married mother of two teens.
She works full-time, and has a lot of interests both inside and
outside of the home. Everyone in her family has a busy, full
plate, and everyone pitches in to keep things in the home
Even though she has a lot going on, Tracy tries to get the most
out of everything she does for her family - and for herself.
She tends to cook dinner for the family several nights a week
and plans most things out in advance. While she will often
cook and serve family favorites, she is always on the lookout
for new recipes that have interesting descriptions or ingredient
Unlike some other moms she knows, all meals are not fully
planned and organized for the whole week in advance, Tracy
doesn’t play by their rules!
Personas were intended to be people we could have
empathy for and relate to both for ourselves and to
describe to our clients.
They were the soundboard against which our ideas
would be validated.
We spend time trying to believe that Lisa, the active
mom would really want our super app that organizes
her dog walking schedule and oﬀers pet food
discounts based on her area.
Zen plumbers and family men without drinking problems and
gracious moms who help organize neighborhood events and
tech savvy grandpa who love connecting with Korea vets.
Where's the fat kid with the cracked screen?
Where’s the mother of three who uses her smartphone as a
video player for the noisiest kid in the backseat?
Where’s the 16-year old who has more learned technology
behavior than you'll accumulate in the next 10 years?
Where’s the grandpa who calls on the phone to tell you he
just sent you an email?
I've yet to see a realistic persona that reﬂects the averages
or even lower end of an expected user group.
We don't like thinking about ugly people using our apps
Being a designer is more than pushing pixels in Photoshop.
Being a designer is seeing a window of the future
and knowing how to get there.
Many times this goes against what is current.
And personas are all about yesterday.
Let's talk about essential understanding
for mobile personas
The 5W Method
If you've ever taken a journalism class or had to
write anything expositional, you know these.
Who Are Your Expected Users?
This is the biggest question. Be smart about
who they are and aren’t.
What Are Their Goals?
What does that app do that fulﬁlls a human
Where Will Users Interact With the App?
This is highly important. If you build a placeless
app, don't expect use to occur.
When Will Use Occur and With What
At what times and conditions do people use
How often do you want them to use the app?
Why Will They Continue to Use the App?
What value are you giving them to adopt the
app as part of their life?
Mobile Persona Worksheet
Who Will Be Using?
What are Their Goals?
Where Will They Be Using?
When Will They Be Using?
Why Will They Continue to Use?
From your friends at www.revinity.com
Grab a Worksheet at www.revinity.com/mobile
Is there a 10 second version of your app?
There should be, micro boredom is prevalent, I'm guessing
many of you have checked your phones and promptly put
them away already today.
People Have Strange Relationships With Their Phones.
Watch what do with them
Our relationship with phones has moved
into several weird areas:
• The phone as distraction
• The phone as social protection
• The phone as a pet
• The phone as a phone
• The phone as the voice to everyone
Wrap it up, Heaton.
What the heck have you been talking about?