DATA STORYTELLINGWITH PERSONASChristof ZürnUtrecht 28 juni 2011
BRANDINGCOMMUNICATION       DESIGN THINKING
THREE PROBLEMS WITHINFORMATION AND DESIGNCREATIVE COMPANION   Data storytelling with personas   2011 06 01   7
TRANSLATING USER DATA MEANINGFULLYINTO DESIGN IS DIFFICULTDESIGN DECISIONS ARE COMPLICATED AND ARE MADE OVER TIME.CREATIVE...
THOSE DOING THE RESEARCH AREN’TTHE ONES BUILDING THE PRODUCTHOW DO YOU COMMUNICATE INFORMATION ABOUTTHE TARGET CONSUMER TO...
WHEN DEVELOPING A RICH PRODUCT WITH ALARGE TEAM, FEW PEOPLE HAVE THE SAMECONSUMERS IN MIND WHEN MAKINGDECISIONS THAT AFFEC...
PERSONAS CAN HELP!CREATIVE COMPANION   Data storytelling with personas   2011 06 01   11
PERSONAS BRING FOCUSFor which type of user - you don’t design for everyone!   CREATIVE COMPANION         Data storytelling...
PERSONAS BUILD EMPATHYCREATIVE COMPANION   Communicate the experience!                              Data storytelling with...
PERSONAS ENCOURAGE CONSENSUSShared vision on targeting, what THEY need and HOW  CREATIVE COMPANION   Data storytelling wit...
PERSONAS CREATE EFFICIENCYMake key decisions earlier to avoid wasting time later  CREATIVE COMPANION            Data story...
PERSONA - WHAT IS IT?CREATIVE COMPANION   Data storytelling with personas   2011 06 01   16
DEFINITIONS  “Personas are not real people ... they are hypothetical  archetypes of actual users ... defined with significan...
PER SONARE In greek and latin drama “actors wore masks that turned them into the Dramatis Persone the actor becomes the pe...
PERSONA IS:LIKE A MASK
PERSONA IS:                        DATA                       STORY                      FORMAT CREATIVE COMPANION      Da...
PERSONA IS:“      DATA STORYTELLING       REALITY PERSONAS       TELL THE STORY OF       BEHAVIOUR AND       INFORMATION O...
PERSONA IS:“       FUTURE PROJECTION        THE ASPIRATIONAL        PERSONA TELLS        THE STORY OF        THE FUTURE   ...
PERSONA IS:A DESIGN TOOL CREATIVE COMPANION   Data storytelling with personas   2011 06 01   23
THE TOOL I USE AS A STARTING POINT                  Data storytelling with personas   2011 06 01   24
DOWNLOADFREE TEMPLATE:WWW.SLIDESHARE.COM/CREACOMP                              Data storytelling with personas   2011 06 0...
5 TIPS TO KEEP IN MIND WHILESTARTING OR WORKING ON APERSONA PROJECTCREATIVE COMPANION   Data storytelling with personas   ...
1. HAVE EVERYONE OPERATING OFF THE SAMEDEFINITION OF PERSONA                                                          ARCH...
2. MAKE A CHOICE AND FOCUS  There should always be a persona that is a little bit  more important than the others: primary...
3. MAKE THE PERSONAS FOR THE AUDIENCE THATHAS TO WORK WITH IT                          business                           ...
4. USE ONE BASIC FORMAT                                                                                  NAME | DESPRIPTOR...
5. IT’S NOT ABOUT THE TOOL, IT’S ABOUT THE PLAY!  CREATIVE COMPANION   Data storytelling with personas   2011 06 01   31
MORE INFORMATION?     READ                   CONTACT                           WORKSHOP                                Chr...
Data storytelling with personas, Utrecht
Data storytelling with personas, Utrecht
Data storytelling with personas, Utrecht
Data storytelling with personas, Utrecht
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Data storytelling with personas, Utrecht

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Slides for the webredacteuren meeting op june 28th 2011: http://www.webredacteuren.com/2011/06/kennissessie-3-doelgroepen-en-personas/

From time to time I am organizing an open workshop. Somewhere between Amsterdam and Düsseldorf:

Deutsch / German
www.creative-companion.com/Data-Storytelling-with-personas/persona-workshop-deutsch.html

Nederlands/Dutch
www.creative-companion.com/Data-Storytelling-with-personas/persona-workshop-nederlands.html

Published in: Design, Technology, Education
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  • From time to time I am organizing an open workshop.

    Deutsch / German
    www.creative-companion.com/Data-Storytelling-with-personas/persona-workshop-deutsch.html

    Nederlands/Dutch
    www.creative-companion.com/Data-Storytelling-with-personas/persona-workshop-nederlands.html
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Thanks, my pleasure!
       Reply 
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    Your message goes here
  • Boeiende presentatie van Christof Zürn op de Webredacteuren.com kennissessie van 28 juni over doelgroepen en persona's.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
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Data storytelling with personas, Utrecht

  1. 1. DATA STORYTELLINGWITH PERSONASChristof ZürnUtrecht 28 juni 2011
  2. 2. BRANDINGCOMMUNICATION DESIGN THINKING
  3. 3. THREE PROBLEMS WITHINFORMATION AND DESIGNCREATIVE COMPANION Data storytelling with personas 2011 06 01 7
  4. 4. TRANSLATING USER DATA MEANINGFULLYINTO DESIGN IS DIFFICULTDESIGN DECISIONS ARE COMPLICATED AND ARE MADE OVER TIME.CREATIVE COMPANION Data storytelling with personas 2011 06 01 8
  5. 5. THOSE DOING THE RESEARCH AREN’TTHE ONES BUILDING THE PRODUCTHOW DO YOU COMMUNICATE INFORMATION ABOUTTHE TARGET CONSUMER TO EVERYONE INVOLVED?CREATIVE COMPANION Data storytelling with personas 2011 06 01 9
  6. 6. WHEN DEVELOPING A RICH PRODUCT WITH ALARGE TEAM, FEW PEOPLE HAVE THE SAMECONSUMERS IN MIND WHEN MAKINGDECISIONS THAT AFFECT THE EXPERIENCE.CREATIVE COMPANION Data storytelling with personas 2011 06 01 10
  7. 7. PERSONAS CAN HELP!CREATIVE COMPANION Data storytelling with personas 2011 06 01 11
  8. 8. PERSONAS BRING FOCUSFor which type of user - you don’t design for everyone! CREATIVE COMPANION Data storytelling with personas 2011 06 01 12
  9. 9. PERSONAS BUILD EMPATHYCREATIVE COMPANION Communicate the experience! Data storytelling with personas 2011 06 01 13
  10. 10. PERSONAS ENCOURAGE CONSENSUSShared vision on targeting, what THEY need and HOW CREATIVE COMPANION Data storytelling with personas 2011 06 01 14
  11. 11. PERSONAS CREATE EFFICIENCYMake key decisions earlier to avoid wasting time later CREATIVE COMPANION Data storytelling with personas 2011 06 01 15
  12. 12. PERSONA - WHAT IS IT?CREATIVE COMPANION Data storytelling with personas 2011 06 01 16
  13. 13. DEFINITIONS “Personas are not real people ... they are hypothetical archetypes of actual users ... defined with significant rigor and precision“ Alan Cooper, the inmates are running the asylum “It’s not about how you sell something, it’s about how people buy!” Michel Miller, Persuasion architect – Futurenow CREATIVE COMPANION Data storytelling with personas 2011 06 01 17
  14. 14. PER SONARE In greek and latin drama “actors wore masks that turned them into the Dramatis Persone the actor becomes the person impersonated; the persona is the guise and manifestation of the role which disguises the personality of the actor.” CREATIVE COMPANION Data storytelling with personas 2011 06 01 18
  15. 15. PERSONA IS:LIKE A MASK
  16. 16. PERSONA IS: DATA STORY FORMAT CREATIVE COMPANION Data storytelling with personas 2011 06 01 20
  17. 17. PERSONA IS:“ DATA STORYTELLING REALITY PERSONAS TELL THE STORY OF BEHAVIOUR AND INFORMATION OF THE PAST CREATIVE COMPANION Data storytelling with personas 2011 06 01 21
  18. 18. PERSONA IS:“ FUTURE PROJECTION THE ASPIRATIONAL PERSONA TELLS THE STORY OF THE FUTURE CREATIVE COMPANION Data storytelling with personas 2011 06 01 22
  19. 19. PERSONA IS:A DESIGN TOOL CREATIVE COMPANION Data storytelling with personas 2011 06 01 23
  20. 20. THE TOOL I USE AS A STARTING POINT Data storytelling with personas 2011 06 01 24
  21. 21. DOWNLOADFREE TEMPLATE:WWW.SLIDESHARE.COM/CREACOMP Data storytelling with personas 2011 06 01 25
  22. 22. 5 TIPS TO KEEP IN MIND WHILESTARTING OR WORKING ON APERSONA PROJECTCREATIVE COMPANION Data storytelling with personas 2011 06 01 26
  23. 23. 1. HAVE EVERYONE OPERATING OFF THE SAMEDEFINITION OF PERSONA ARCHETYPEACTUAL-REALITY PERSONAASPIRATIONAL STEREOTYPE TARGET GROUP AVERAGE CUSTOMER PSYCHOLOGICAL TYPES CUSTOMER PROFILE CREATIVE COMPANION Data storytelling with personas 2011 06 01 27
  24. 24. 2. MAKE A CHOICE AND FOCUS There should always be a persona that is a little bit more important than the others: primary persona The next most important are secondary personas The one we would wish to have in the near future: aspirational persona For who you are not designing: anti persona CREATIVE COMPANION Data storytelling with personas 2011 06 01 28
  25. 25. 3. MAKE THE PERSONAS FOR THE AUDIENCE THATHAS TO WORK WITH IT business sales marketing designerstextual visual CREATIVE COMPANION Data storytelling with personas 2011 06 01 29
  26. 26. 4. USE ONE BASIC FORMAT NAME | DESPRIPTOR | PERSONA TYPE DATE | VERSION NUMBER KEYVISUAL | BEHAVIOUR | MEDIA CENTRAL QUOTE TEXT DESCRIPTIONWHO | GOALS | ATTITUDE | BEHAVIOUR FOCUS AREA | REFERENCE | SOURCES | CONTACT | PERSONA WEBSITE CREATIVE COMPANION Data storytelling with personas 2011 06 01 30
  27. 27. 5. IT’S NOT ABOUT THE TOOL, IT’S ABOUT THE PLAY! CREATIVE COMPANION Data storytelling with personas 2011 06 01 31
  28. 28. MORE INFORMATION? READ CONTACT WORKSHOP Christof Zürn 23 juni Amstelveen christof@creative-companion.com http://j.mp/lOge5XCREATIVE COMPANION Data storytelling with personas 2011 06 01 32
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