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/ ...

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

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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
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  • Thanks, my pleasure!
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  • Boeiende presentatie van Christof Zürn op de Webredacteuren.com kennissessie van 28 juni over doelgroepen en persona's.
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    Data storytelling with personas, Utrecht Data storytelling with personas, Utrecht Presentation Transcript

    • 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 COMPANION Data storytelling with personas 2011 06 01 8
    • 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
    • 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
    • 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 with personas 2011 06 01 12
    • PERSONAS BUILD EMPATHYCREATIVE COMPANION Communicate the experience! Data storytelling with personas 2011 06 01 13
    • PERSONAS ENCOURAGE CONSENSUSShared vision on targeting, what THEY need and HOW CREATIVE COMPANION Data storytelling with personas 2011 06 01 14
    • PERSONAS CREATE EFFICIENCYMake key decisions earlier to avoid wasting time later CREATIVE COMPANION Data storytelling with personas 2011 06 01 15
    • 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 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
    • 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
    • PERSONA IS:LIKE A MASK
    • PERSONA IS: DATA STORY FORMAT CREATIVE COMPANION Data storytelling with personas 2011 06 01 20
    • 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
    • PERSONA IS:“ FUTURE PROJECTION THE ASPIRATIONAL PERSONA TELLS THE STORY OF THE FUTURE CREATIVE COMPANION Data storytelling with personas 2011 06 01 22
    • 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 01 25
    • 5 TIPS TO KEEP IN MIND WHILESTARTING OR WORKING ON APERSONA PROJECTCREATIVE COMPANION Data storytelling with personas 2011 06 01 26
    • 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
    • 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
    • 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
    • 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
    • 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 Christof Zürn 23 juni Amstelveen christof@creative-companion.com http://j.mp/lOge5XCREATIVE COMPANION Data storytelling with personas 2011 06 01 32