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November 10, 2010
Cater to Your Customer:
Adapting User Personas for
Social Engagement
· User personas and social media
· How are personas different in a
social world?
· How do we adapt personas for
engagement
USER PERSONAS
“To create a product that must satisfy
a broad audience of users you will
have far greater success by
designing for one si...
User Personas
User Personas
VALUE
What do we get out of personas?
· Help us brainstorm and prioritize features
· Allow us to imagine scenarios
· Helps to ke...
How do we create personas?
by lucamascaro http://www.flickr.com/photos/lucamascaro/4641680255/ By kowitz http://www.flickr...
Why should we consider social media behavior?
Why should we consider social media behavior?
Why should we consider social media behavior?
Why should we consider social media behavior?
ENGAGEMENT
PERSONAS IN A SOCIAL
WORLD
Why are personas different in a social world?
User tasks are
less well defined
By ~Sage~ http://www.flickr.com/photos/vick...
Why are personas different in a social world?
Social tasks
can be difficult
to map to
business
objectives.
Why are personas different in a social world?
Users now
anticipate and react
to the behavior and
interests of others
Why are personas different in a social world?
New personas may appear that
previously were not part of our
persona set.
Why are personas different in a social world?
Content and
timing play a more
important role in
user goals
By Dave_Gray htt...
Why are personas different in a social world?
We need to think
about how social
media integrates
into our existing,
tradit...
ENHANCING PERSONAS
TO WORK IN A SOCIAL
WORLD
Enhancing personas to work in a social world
Enhancing personas to work in a social world
from Groundswell by Charlene Li and Josh Bernoff Copyright 2008 Forrester Res...
Enhancing personas to work in a social world
CREATOR: Allison creates an event on the alumni site
inviting local alumni/ae...
Enhancing personas to work in a social world
Creator
Critic
Collector
Joiner
Spectator
Inactive
Creator
Critic
Collector
J...
SUMMING UP
· Personas model user goals and align
those goals with business objectives.
· Social media changes the way we
select perso...
Cater to Your Customer: Adapting User Personas to Social Engagement
Cater to Your Customer: Adapting User Personas to Social Engagement
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Cater to Your Customer: Adapting User Personas to Social Engagement

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A company engaged in social media is a dime a dozen in 2010, but how many of those companies are in sync with the hearts and minds of their customers? Learn how to delve deeper into the opportunities of social media by understanding how to target users based on their attitude, goals, and behaviors. Capturing your audience's attention at an almost subconscious level to address their needs and interests will be a necessity to effectively and consistently engage with consumers through social media.

User personas are a proven tool in the user-centered design process and as social media moves from marketing-focused to value-driven, user personas become an essential way for your designers and strategists to understand the people using your offerings, and to communicate that understanding to your whole team. Join this session to understand the creation and implementation of user personas in the development of a social media strategy.

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Transcript of "Cater to Your Customer: Adapting User Personas to Social Engagement"

  1. 1. November 10, 2010 Cater to Your Customer: Adapting User Personas for Social Engagement
  2. 2. · User personas and social media · How are personas different in a social world? · How do we adapt personas for engagement
  3. 3. USER PERSONAS
  4. 4. “To create a product that must satisfy a broad audience of users you will have far greater success by designing for one single person.” Alan Cooper, The Inmates Are Running the Asylum, 1999 User Personas
  5. 5. User Personas
  6. 6. User Personas VALUE
  7. 7. What do we get out of personas? · Help us brainstorm and prioritize features · Allow us to imagine scenarios · Helps to keep our design team aligned on the end user User Personas
  8. 8. How do we create personas? by lucamascaro http://www.flickr.com/photos/lucamascaro/4641680255/ By kowitz http://www.flickr.com/photos/kowitz/531774383/
  9. 9. Why should we consider social media behavior?
  10. 10. Why should we consider social media behavior?
  11. 11. Why should we consider social media behavior?
  12. 12. Why should we consider social media behavior?
  13. 13. ENGAGEMENT
  14. 14. PERSONAS IN A SOCIAL WORLD
  15. 15. Why are personas different in a social world? User tasks are less well defined By ~Sage~ http://www.flickr.com/photos/vickispix/85474986/
  16. 16. Why are personas different in a social world? Social tasks can be difficult to map to business objectives.
  17. 17. Why are personas different in a social world? Users now anticipate and react to the behavior and interests of others
  18. 18. Why are personas different in a social world? New personas may appear that previously were not part of our persona set.
  19. 19. Why are personas different in a social world? Content and timing play a more important role in user goals By Dave_Gray http://www.flickr.com/photos/david_gray/1170150396/
  20. 20. Why are personas different in a social world? We need to think about how social media integrates into our existing, traditional user tasks By clevercupcakes http://www.flickr.com/photos/clevercupcakes/4397152402/
  21. 21. ENHANCING PERSONAS TO WORK IN A SOCIAL WORLD
  22. 22. Enhancing personas to work in a social world
  23. 23. Enhancing personas to work in a social world from Groundswell by Charlene Li and Josh Bernoff Copyright 2008 Forrester Research
  24. 24. Enhancing personas to work in a social world CREATOR: Allison creates an event on the alumni site inviting local alumni/ae to bring their children to her annual backyard Easter Egg Hunt. COLLECTOR: Allison adds a bookmark to her Android phone that goes directly to the alumni/ae photo gallery index page for easy access. COLLECTOR: Allison checks into her alumni reunion using Facebook Places. JOINER: After starting her new job Allison updates her online profile on the alumni/ae website with her employment information. CREATOR: After the alumni reunion, Allison collects her favorite photos and uploads a photo gallery to the alumni website, adding the names of her classmates to each photo.
  25. 25. Enhancing personas to work in a social world Creator Critic Collector Joiner Spectator Inactive Creator Critic Collector Joiner Spectator Inactive
  26. 26. SUMMING UP
  27. 27. · Personas model user goals and align those goals with business objectives. · Social media changes the way we select personas and how we model user tasks. · Include social tasks in your personas, even when the product is not social.

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