What's in a User Persona?
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These slides were developed for Content Strategy PDX: "Content Strategy Tools: The Persona."

These slides were developed for Content Strategy PDX: "Content Strategy Tools: The Persona."

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What's in a User Persona? Presentation Transcript

  • 1. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013User Personas
  • 2. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013Users UseThingsWebsitesApplicationsThe InternetKiosksThings. Stuff.
  • 3. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013Personas represent “typical” users
  • 4. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013User personasare ...Built from Assumptions(a starting point)Built from Data+ Best Practices(valuable)Built from Observation+ Data(very valuable)
  • 5. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013Types ofPersonasBrandMarketingUserOregon Wine Board: User PersonasCreator Robin Stevens & Morgan Miller, Experience LabStrategy@ExperienceLabPDX.com4Wine TravelerAnna-Helena JamesonAge: 48Wine Interests: Production,terroir, historyLives in: Brooklyn, NY"I want to know everything about myfavorite wines!"Task flow scenarios - key user paths▪ Foster tourism to Oregon wineries▪ Create recommendations in socialnetworks to spread positiveexperiences and generate press▪ Make connections between highend, high frequency customers andwineries▪Gather information about visitingOregon wine country▪Save trip information▪Guidance on other places to visitgiven the places chosen▪Tasting and touring informationUser Goals Business GoalsGoogleSearchHomepageTravelInformationOregonWineriesListSaved TripNearbyListingsEmailWineryDetail PageAnna-Helena celebrates the end of her work day with a single glass ofspectacular wine. Wine has become more than just an interest, it hasbloomed into a rewarding passion. Anna-Helena enjoys reading through wineblogs and discussing tasting notes through social media with other wine fans.She and her husband Matt have visited Northern California and Spain in thelast few years and in each place took enjoyable forays to wineries.Anna-Helena has been reading a lot about Portland and Oregon andsustainability in general in the New York Times recently and shes begun toentertain the idea of a visit. Shes very interested in sustainable productionand has heard that Oregon is pioneering several new and important methods.Additionally, at a recent tasting event with friends she sampled a stellarlineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. Thedistributor hosting the event had been glowing with stories about theinteresting characters who populate the Oregon wine world. It was duringthat conversation that it struck her: visiting wineries would be a great way toexplore Oregon.One day-dreamy afternoon, Anna-Helena sat down to gather information fora trip so she could present Matt with some inspiring options. A google searchfor "Oregon wine travel" returns the Oregon Wine website. A lot looksinteresting on the home page, but she is immediately attracted to a featuredsection on Visiting Wine Country and clicks on a link to "planning youritinerary."Anna-Helena looks through the list of wineries and comes across BeauxFreres. How fun to visit the place that produced that great Pinot Noir! Sheclicks the small "add to itinerary link" and then finds a few other interestingwineries and adds them as well. Anna-Helena creates an account, saves hertrip, and emails herself the itinerary.Several days later, Anna-Helena comes back to her Oregon plans. Throughthe website she finds links to a wealth of information for Oregon trips. Shealso dips back to her itinerary and sends emails to several wineries that areopen by appointment only. After hearing back that the dates she was hopingfor are available, she visits a final time to firm up daily itineraries and print acopy to bring on the plane. Oregon, here they come!~Online Search Behavior!"#$%&$$()#*#$%+#,-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,1#*%8"/-"%9/2"7%/$-*60#%3*-#+%7.%1/+/7:%3*-#+%7.%+7;:%$0%8/$#+%$0%5..0+%7.%7,;<%)#,%+#,-"#+%=#2/$%+%9.,#%2#$#,/-%#>3*.,4.$+%/$7.%7,1#*%.34.$+%$0%7.6,%,#-.99#$04.$+%5.,%?,#2.$<Customer Profile & Use ScenarioMobile opportunity forengagement when thetraveler arrives.Add toItinerarySave Trip andCreate AccountKey Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7+4$28/$#%+6+7/$=/*/7;8/$#%7+4$2%/$%.,#2.$8/**9#C#%1**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%93.,#2.$%8/$#%-.6$7,;%93(Developed for Sockeye Creative)What we create at Experience Lab
  • 6. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013Anna-Helena JamesonAge: 48Wine Interests: Production,terroir, historyLives in: Brooklyn, NY"I want to know everything about myfavorite wines!"Task flow scenarios - key user pathsGoogleSearchHomepageTravelInformationOregonWineriesListSaved TripNearbyListingsEmailWineryDetail PageMobile opportunity forengagement when thetraveler arrives.Add toItinerarySave Trip andCreate Account▪Gather information about visitingOregon wine country▪Save trip information▪Guidance on other places to visitgiven the places chosen▪Tasting and touring informationUser Goals▪ Foster tourism to Oregon wineries▪ Create recommendations in socialnetworks to spread positiveexperiences and generate press▪ Make connections between high end,high frequency customers andwineriesBusiness GoalsAnna-Helena celebrates the end of her work day with a single glass ofspectacular wine. Wine has become more than just an interest, it hasbloomed into a rewarding passion. Anna-Helena enjoys reading through wineblogs and discussing tasting notes through social media with other wine fans.She and her husband Matt have visited Northern California and Spain in thelast few years and in each place took enjoyable forays to wineries.Anna-Helena has been reading a lot about Portland and Oregon andsustainability in general in the New York Times recently and shes begun toentertain the idea of a visit. Shes very interested in sustainable productionand has heard that Oregon is pioneering several new and important methods.Additionally, at a recent tasting event with friends she sampled a stellarlineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. Thedistributor hosting the event had been glowing with stories about theinteresting characters who populate the Oregon wine world. It was duringthat conversation that it struck her: visiting wineries would be a great way toexplore Oregon.One day-dreamy afternoon, Anna-Helena sat down to gather information fora trip so she could present Matt with some inspiring options. A google searchfor "Oregon wine travel" returns the Oregon Wine website. A lot looksinteresting on the home page, but she is immediately attracted to a featuredsection on Visiting Wine Country and clicks on a link to "planning youritinerary."Anna-Helena looks through the list of wineries and comes across BeauxFreres. How fun to visit the place that produced that great Pinot Noir! Sheclicks the small "add to itinerary link" and then finds a few other interestingwineries and adds them as well. Anna-Helena creates an account, saves hertrip, and emails herself the itinerary.Several days later, Anna-Helena comes back to her Oregon plans. Throughthe website she finds links to a wealth of information for Oregon trips. Shealso dips back to her itinerary and sends emails to several wineries that areopen by appointment only. After hearing back that the dates she was hopingfor are available, she visits a final time to firm up daily itineraries and print acopy to bring on the plane. Oregon, here they come!~Online Search Behavior!"#$%&$$()#*#$%+#,-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,1#*%8"/-"%9/2"7%/$-*60#%3*-#+%7.%1/+/7:%3*-#+%7.%+7;:%$0%8/$#+%$0%5..0+%7.%7,;<%)#,%+#,-"#+%=#2/$%+%9.,#%2#$#,/-%#>3*.,4.$+%/$7.%7,1#*%.34.$+%$0%7.6,%,#-.99#$04.$+%5.,%?,#2.$<Customer Profile & Use ScenarioKey Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7+4$28/$#%+6+7/$=/*/7;8/$#%7+4$2%/$%.,#2.$8/**9#C#%1**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%93.,#2.$%8/$#%-.6$7,;%93What’s in our user personas?web^
  • 7. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013"I want to know everything about myfavorite wines!"Task flow scenarios - key user pathsGoogleSearchHomepageTravelInformationOregonWineriesListSaved TripNearbyListingsEmailWineryDetail PageMobile opportunity forengagement when thetraveler arrives.Add toItinerarySave Trip andCreate Account▪Gather information about visitingOregon wine country▪Save trip information▪Guidance on other places to visitgiven the places chosen▪Tasting and touring informationUser Goals▪ Foster tourism to Oregon wineries▪ Create recommendations in socialnetworks to spread positiveexperiences and generate press▪ Make connections between high end,high frequency customers andwineriesBusiness GoalsAnna-Helena celebrates the end of her work day with a single glass ofspectacular wine. Wine has become more than just an interest, it hasbloomed into a rewarding passion. Anna-Helena enjoys reading through wineblogs and discussing tasting notes through social media with other wine fans.She and her husband Matt have visited Northern California and Spain in thelast few years and in each place took enjoyable forays to wineries.Anna-Helena has been reading a lot about Portland and Oregon andsustainability in general in the New York Times recently and shes begun toentertain the idea of a visit. Shes very interested in sustainable productionand has heard that Oregon is pioneering several new and important methods.Additionally, at a recent tasting event with friends she sampled a stellarlineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. Thedistributor hosting the event had been glowing with stories about theinteresting characters who populate the Oregon wine world. It was duringthat conversation that it struck her: visiting wineries would be a great way toexplore Oregon.One day-dreamy afternoon, Anna-Helena sat down to gather information fora trip so she could present Matt with some inspiring options. A google searchfor "Oregon wine travel" returns the Oregon Wine website. A lot looksinteresting on the home page, but she is immediately attracted to a featuredsection on Visiting Wine Country and clicks on a link to "planning youritinerary."Anna-Helena looks through the list of wineries and comes across BeauxFreres. How fun to visit the place that produced that great Pinot Noir! Sheclicks the small "add to itinerary link" and then finds a few other interestingwineries and adds them as well. Anna-Helena creates an account, saves hertrip, and emails herself the itinerary.Several days later, Anna-Helena comes back to her Oregon plans. Throughthe website she finds links to a wealth of information for Oregon trips. Shealso dips back to her itinerary and sends emails to several wineries that areopen by appointment only. After hearing back that the dates she was hopingfor are available, she visits a final time to firm up daily itineraries and print acopy to bring on the plane. Oregon, here they come!~Online Search Behavior!"#$%&$$()#*#$%+#,-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,1#*%8"/-"%9/2"7%/$-*60#%3*-#+%7.%1/+/7:%3*-#+%7.%+7;:%$0%8/$#+%$0%5..0+%7.%7,;<%)#,%+#,-"#+%=#2/$%+%9.,#%2#$#,/-%#>3*.,4.$+%/$7.%7,1#*%.34.$+%$0%7.6,%,#-.99#$04.$+%5.,%?,#2.$<Customer Profile & Use ScenarioKey Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7+4$28/$#%+6+7/$=/*/7;8/$#%7+4$2%/$%.,#2.$8/**9#C#%1**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%93.,#2.$%8/$#%-.6$7,;%93Anna-Helena JamesonAge: 48Wine Interests: Production,terroir, historyLives in: Brooklyn, NYA plausibledemographic profile
  • 8. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013"I want to know everything about myfavorite wines!"Task flow scenarios - key user pathsGoogleSearchHomepageTravelInformationOregonWineriesListSaved TripNearbyListingsEmailWineryDetail PageMobile opportunity forengagement when thetraveler arrives.Add toItinerarySave Trip andCreate AccountAnna-Helena celebrates the end of her work day with a single glass ofspectacular wine. Wine has become more than just an interest, it hasbloomed into a rewarding passion. Anna-Helena enjoys reading through wineblogs and discussing tasting notes through social media with other wine fans.She and her husband Matt have visited Northern California and Spain in thelast few years and in each place took enjoyable forays to wineries.Anna-Helena has been reading a lot about Portland and Oregon andsustainability in general in the New York Times recently and shes begun toentertain the idea of a visit. Shes very interested in sustainable productionand has heard that Oregon is pioneering several new and important methods.Additionally, at a recent tasting event with friends she sampled a stellarlineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. Thedistributor hosting the event had been glowing with stories about theinteresting characters who populate the Oregon wine world. It was duringthat conversation that it struck her: visiting wineries would be a great way toexplore Oregon.One day-dreamy afternoon, Anna-Helena sat down to gather information fora trip so she could present Matt with some inspiring options. A google searchfor "Oregon wine travel" returns the Oregon Wine website. A lot looksinteresting on the home page, but she is immediately attracted to a featuredsection on Visiting Wine Country and clicks on a link to "planning youritinerary."Anna-Helena looks through the list of wineries and comes across BeauxFreres. How fun to visit the place that produced that great Pinot Noir! Sheclicks the small "add to itinerary link" and then finds a few other interestingwineries and adds them as well. Anna-Helena creates an account, saves hertrip, and emails herself the itinerary.Several days later, Anna-Helena comes back to her Oregon plans. Throughthe website she finds links to a wealth of information for Oregon trips. Shealso dips back to her itinerary and sends emails to several wineries that areopen by appointment only. After hearing back that the dates she was hopingfor are available, she visits a final time to firm up daily itineraries and print acopy to bring on the plane. Oregon, here they come!~Online Search Behavior!"#$%&$$()#*#$%+#,-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,1#*%8"/-"%9/2"7%/$-*60#%3*-#+%7.%1/+/7:%3*-#+%7.%+7;:%$0%8/$#+%$0%5..0+%7.%7,;<%)#,%+#,-"#+%=#2/$%+%9.,#%2#$#,/-%#>3*.,4.$+%/$7.%7,1#*%.34.$+%$0%7.6,%,#-.99#$04.$+%5.,%?,#2.$<Customer Profile & Use ScenarioKey Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7+4$28/$#%+6+7/$=/*/7;8/$#%7+4$2%/$%.,#2.$8/**9#C#%1**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%93.,#2.$%8/$#%-.6$7,;%93Anna-Helena JamesonAge: 48Wine Interests: Production,terroir, historyLives in: Brooklyn, NY▪Gather information about visitingOregon wine country▪Save trip information▪Guidance on other places to visitgiven the places chosen▪Tasting and touring informationUser Goals▪ Foster tourism to Oregon wineries▪ Create recommendations in socialnetworks to spread positiveexperiences and generate press▪ Make connections between high end,high frequency customers andwineriesBusiness GoalsA comparison of user goalsand business goals
  • 9. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013"I want to know everything about myfavorite wines!"Task flow scenarios - key user pathsGoogleSearchHomepageTravelInformationOregonWineriesListSaved TripNearbyListingsEmailWineryDetail PageMobile opportunity forengagement when thetraveler arrives.Add toItinerarySave Trip andCreate AccountAnna-Helena celebrates the end of her work day with a single glass ofspectacular wine. Wine has become more than just an interest, it hasbloomed into a rewarding passion. Anna-Helena enjoys reading through wineblogs and discussing tasting notes through social media with other wine fans.She and her husband Matt have visited Northern California and Spain in thelast few years and in each place took enjoyable forays to wineries.Anna-Helena has been reading a lot about Portland and Oregon andsustainability in general in the New York Times recently and shes begun toentertain the idea of a visit. Shes very interested in sustainable productionand has heard that Oregon is pioneering several new and important methods.Additionally, at a recent tasting event with friends she sampled a stellarlineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. Thedistributor hosting the event had been glowing with stories about theinteresting characters who populate the Oregon wine world. It was duringthat conversation that it struck her: visiting wineries would be a great way toexplore Oregon.One day-dreamy afternoon, Anna-Helena sat down to gather information fora trip so she could present Matt with some inspiring options. A google searchfor "Oregon wine travel" returns the Oregon Wine website. A lot looksinteresting on the home page, but she is immediately attracted to a featuredsection on Visiting Wine Country and clicks on a link to "planning youritinerary."Anna-Helena looks through the list of wineries and comes across BeauxFreres. How fun to visit the place that produced that great Pinot Noir! Sheclicks the small "add to itinerary link" and then finds a few other interestingwineries and adds them as well. Anna-Helena creates an account, saves hertrip, and emails herself the itinerary.Several days later, Anna-Helena comes back to her Oregon plans. Throughthe website she finds links to a wealth of information for Oregon trips. Shealso dips back to her itinerary and sends emails to several wineries that areopen by appointment only. After hearing back that the dates she was hopingfor are available, she visits a final time to firm up daily itineraries and print acopy to bring on the plane. Oregon, here they come!~Online Search Behavior!"#$%&$$()#*#$%+#,-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,1#*%8"/-"%9/2"7%/$-*60#%3*-#+%7.%1/+/7:%3*-#+%7.%+7;:%$0%8/$#+%$0%5..0+%7.%7,;<%)#,%+#,-"#+%=#2/$%+%9.,#%2#$#,/-%#>3*.,4.$+%/$7.%7,1#*%.34.$+%$0%7.6,%,#-.99#$04.$+%5.,%?,#2.$<Customer Profile & Use ScenarioKey Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7+4$28/$#%+6+7/$=/*/7;8/$#%7+4$2%/$%.,#2.$8/**9#C#%1**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%93.,#2.$%8/$#%-.6$7,;%93Anna-Helena JamesonAge: 48Wine Interests: Production,terroir, historyLives in: Brooklyn, NY▪Gather information about visitingOregon wine country▪Save trip information▪Guidance on other places to visitgiven the places chosen▪Tasting and touring informationUser Goals▪ Foster tourism to Oregon wineries▪ Create recommendations in socialnetworks to spread positiveexperiences and generate press▪ Make connections between high end,high frequency customers andwineriesBusiness GoalsA site visit narrative thatincludes context
  • 10. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013"I want to know everything about myfavorite wines!"Anna-Helena celebrates the end of her work day with a single glass ofspectacular wine. Wine has become more than just an interest, it hasbloomed into a rewarding passion. Anna-Helena enjoys reading through wineblogs and discussing tasting notes through social media with other wine fans.She and her husband Matt have visited Northern California and Spain in thelast few years and in each place took enjoyable forays to wineries.Anna-Helena has been reading a lot about Portland and Oregon andsustainability in general in the New York Times recently and shes begun toentertain the idea of a visit. Shes very interested in sustainable productionand has heard that Oregon is pioneering several new and important methods.Additionally, at a recent tasting event with friends she sampled a stellarlineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. Thedistributor hosting the event had been glowing with stories about theinteresting characters who populate the Oregon wine world. It was duringthat conversation that it struck her: visiting wineries would be a great way toexplore Oregon.One day-dreamy afternoon, Anna-Helena sat down to gather information fora trip so she could present Matt with some inspiring options. A google searchfor "Oregon wine travel" returns the Oregon Wine website. A lot looksinteresting on the home page, but she is immediately attracted to a featuredsection on Visiting Wine Country and clicks on a link to "planning youritinerary."Anna-Helena looks through the list of wineries and comes across BeauxFreres. How fun to visit the place that produced that great Pinot Noir! Sheclicks the small "add to itinerary link" and then finds a few other interestingwineries and adds them as well. Anna-Helena creates an account, saves hertrip, and emails herself the itinerary.Several days later, Anna-Helena comes back to her Oregon plans. Throughthe website she finds links to a wealth of information for Oregon trips. Shealso dips back to her itinerary and sends emails to several wineries that areopen by appointment only. After hearing back that the dates she was hopingfor are available, she visits a final time to firm up daily itineraries and print acopy to bring on the plane. Oregon, here they come!~Online Search Behavior!"#$%&$$()#*#$%+#,-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,1#*%8"/-"%9/2"7%/$-*60#%3*-#+%7.%1/+/7:%3*-#+%7.%+7;:%$0%8/$#+%$0%5..0+%7.%7,;<%)#,%+#,-"#+%=#2/$%+%9.,#%2#$#,/-%#>3*.,4.$+%/$7.%7,1#*%.34.$+%$0%7.6,%,#-.99#$04.$+%5.,%?,#2.$<Customer Profile & Use ScenarioKey Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7+4$28/$#%+6+7/$=/*/7;8/$#%7+4$2%/$%.,#2.$8/**9#C#%1**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%93.,#2.$%8/$#%-.6$7,;%93Anna-Helena JamesonAge: 48Wine Interests: Production,terroir, historyLives in: Brooklyn, NY▪Gather information about visitingOregon wine country▪Save trip information▪Guidance on other places to visitgiven the places chosen▪Tasting and touring informationUser Goals▪ Foster tourism to Oregon wineries▪ Create recommendations in socialnetworks to spread positiveexperiences and generate press▪ Make connections between high end,high frequency customers andwineriesBusiness GoalsA user task flow that showsmovement from screen toscreenTask flow scenarios - key user pathsGoogleSearchHomepageTravelInformationOregonWineriesListSaved TripNearbyListingsEmailWineryDetail PageMobile opportunity forengagement when thetraveler arrives.Add toItinerarySave Trip andCreate Account
  • 11. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013Anna-Helena celebrates the end of her work day with a single glass ofspectacular wine. Wine has become more than just an interest, it hasbloomed into a rewarding passion. Anna-Helena enjoys reading through wineblogs and discussing tasting notes through social media with other wine fans.She and her husband Matt have visited Northern California and Spain in thelast few years and in each place took enjoyable forays to wineries.Anna-Helena has been reading a lot about Portland and Oregon andsustainability in general in the New York Times recently and shes begun toentertain the idea of a visit. Shes very interested in sustainable productionand has heard that Oregon is pioneering several new and important methods.Additionally, at a recent tasting event with friends she sampled a stellarlineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. Thedistributor hosting the event had been glowing with stories about theinteresting characters who populate the Oregon wine world. It was duringthat conversation that it struck her: visiting wineries would be a great way toexplore Oregon.One day-dreamy afternoon, Anna-Helena sat down to gather information fora trip so she could present Matt with some inspiring options. A google searchfor "Oregon wine travel" returns the Oregon Wine website. A lot looksinteresting on the home page, but she is immediately attracted to a featuredsection on Visiting Wine Country and clicks on a link to "planning youritinerary."Anna-Helena looks through the list of wineries and comes across BeauxFreres. How fun to visit the place that produced that great Pinot Noir! Sheclicks the small "add to itinerary link" and then finds a few other interestingwineries and adds them as well. Anna-Helena creates an account, saves hertrip, and emails herself the itinerary.Several days later, Anna-Helena comes back to her Oregon plans. Throughthe website she finds links to a wealth of information for Oregon trips. Shealso dips back to her itinerary and sends emails to several wineries that areopen by appointment only. After hearing back that the dates she was hopingfor are available, she visits a final time to firm up daily itineraries and print acopy to bring on the plane. Oregon, here they come!~Online Search Behavior!"#$%&$$()#*#$%+#,-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,1#*%8"/-"%9/2"7%/$-*60#%3*-#+%7.%1/+/7:%3*-#+%7.%+7;:%$0%8/$#+%$0%5..0+%7.%7,;<%)#,%+#,-"#+%=#2/$%+%9.,#%2#$#,/-%#>3*.,4.$+%/$7.%7,1#*%.34.$+%$0%7.6,%,#-.99#$04.$+%5.,%?,#2.$<Customer Profile & Use ScenarioKey Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7+4$28/$#%+6+7/$=/*/7;8/$#%7+4$2%/$%.,#2.$8/**9#C#%1**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%93.,#2.$%8/$#%-.6$7,;%93Anna-Helena JamesonAge: 48Wine Interests: Production,terroir, historyLives in: Brooklyn, NY▪Gather information about visitingOregon wine country▪Save trip information▪Guidance on other places to visitgiven the places chosen▪Tasting and touring informationUser Goals▪ Foster tourism to Oregon wineries▪ Create recommendations in socialnetworks to spread positiveexperiences and generate press▪ Make connections between high end,high frequency customers andwineriesBusiness GoalsTask flow scenarios - key user pathsGoogleSearchHomepageTravelInformationOregonWineriesListSaved TripNearbyListingsEmailWineryDetail PageMobile opportunity forengagement when thetraveler arrives.Add toItinerarySave Trip andCreate Account"I want to know everything about myfavorite wines!"A user quote that sums upthis user typeʼs relationshipto the product
  • 12. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013Anna-Helena celebrates the end of her work day with a single glass ofspectacular wine. Wine has become more than just an interest, it hasbloomed into a rewarding passion. Anna-Helena enjoys reading through wineblogs and discussing tasting notes through social media with other wine fans.She and her husband Matt have visited Northern California and Spain in thelast few years and in each place took enjoyable forays to wineries.Anna-Helena has been reading a lot about Portland and Oregon andsustainability in general in the New York Times recently and shes begun toentertain the idea of a visit. Shes very interested in sustainable productionand has heard that Oregon is pioneering several new and important methods.Additionally, at a recent tasting event with friends she sampled a stellarlineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. Thedistributor hosting the event had been glowing with stories about theinteresting characters who populate the Oregon wine world. It was duringthat conversation that it struck her: visiting wineries would be a great way toexplore Oregon.One day-dreamy afternoon, Anna-Helena sat down to gather information fora trip so she could present Matt with some inspiring options. A google searchfor "Oregon wine travel" returns the Oregon Wine website. A lot looksinteresting on the home page, but she is immediately attracted to a featuredsection on Visiting Wine Country and clicks on a link to "planning youritinerary."Anna-Helena looks through the list of wineries and comes across BeauxFreres. How fun to visit the place that produced that great Pinot Noir! Sheclicks the small "add to itinerary link" and then finds a few other interestingwineries and adds them as well. Anna-Helena creates an account, saves hertrip, and emails herself the itinerary.Several days later, Anna-Helena comes back to her Oregon plans. Throughthe website she finds links to a wealth of information for Oregon trips. Shealso dips back to her itinerary and sends emails to several wineries that areopen by appointment only. After hearing back that the dates she was hopingfor are available, she visits a final time to firm up daily itineraries and print acopy to bring on the plane. Oregon, here they come!~Online Search Behavior!"#$%&$$()#*#$%+#,-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,1#*%8"/-"%9/2"7%/$-*60#%3*-#+%7.%1/+/7:%3*-#+%7.%+7;:%$0%8/$#+%$0%5..0+%7.%7,;<%)#,%+#,-"#+%=#2/$%+%9.,#%2#$#,/-%#>3*.,4.$+%/$7.%7,1#*%.34.$+%$0%7.6,%,#-.99#$04.$+%5.,%?,#2.$<Customer Profile & Use ScenarioKey Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7+4$28/$#%+6+7/$=/*/7;8/$#%7+4$2%/$%.,#2.$8/**9#C#%1**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%93.,#2.$%8/$#%-.6$7,;%93Anna-Helena JamesonAge: 48Wine Interests: Production,terroir, historyLives in: Brooklyn, NY▪Gather information about visitingOregon wine country▪Save trip information▪Guidance on other places to visitgiven the places chosen▪Tasting and touring informationUser Goals▪ Foster tourism to Oregon wineries▪ Create recommendations in socialnetworks to spread positiveexperiences and generate press▪ Make connections between high end,high frequency customers andwineriesBusiness GoalsTask flow scenarios - key user pathsGoogleSearchHomepageTravelInformationOregonWineriesListSaved TripNearbyListingsEmailWineryDetail PageMobile opportunity forengagement when thetraveler arrives.Add toItinerarySave Trip andCreate Account"I want to know everything about myfavorite wines!"An profile snapshot thathelps us understand theuser type
  • 13. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013Anna-Helena celebrates the end of her work day with a single glass ofspectacular wine. Wine has become more than just an interest, it hasbloomed into a rewarding passion. Anna-Helena enjoys reading through wineblogs and discussing tasting notes through social media with other wine fans.She and her husband Matt have visited Northern California and Spain in thelast few years and in each place took enjoyable forays to wineries.Anna-Helena has been reading a lot about Portland and Oregon andsustainability in general in the New York Times recently and shes begun toentertain the idea of a visit. Shes very interested in sustainable productionand has heard that Oregon is pioneering several new and important methods.Additionally, at a recent tasting event with friends she sampled a stellarlineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. Thedistributor hosting the event had been glowing with stories about theinteresting characters who populate the Oregon wine world. It was duringthat conversation that it struck her: visiting wineries would be a great way toexplore Oregon.One day-dreamy afternoon, Anna-Helena sat down to gather information fora trip so she could present Matt with some inspiring options. A google searchfor "Oregon wine travel" returns the Oregon Wine website. A lot looksinteresting on the home page, but she is immediately attracted to a featuredsection on Visiting Wine Country and clicks on a link to "planning youritinerary."Anna-Helena looks through the list of wineries and comes across BeauxFreres. How fun to visit the place that produced that great Pinot Noir! Sheclicks the small "add to itinerary link" and then finds a few other interestingwineries and adds them as well. Anna-Helena creates an account, saves hertrip, and emails herself the itinerary.Several days later, Anna-Helena comes back to her Oregon plans. Throughthe website she finds links to a wealth of information for Oregon trips. Shealso dips back to her itinerary and sends emails to several wineries that areopen by appointment only. After hearing back that the dates she was hopingfor are available, she visits a final time to firm up daily itineraries and print acopy to bring on the plane. Oregon, here they come!~Online Search Behavior!"#$%&$$()#*#$%+#,-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,1#*%8"/-"%9/2"7%/$-*60#%3*-#+%7.%1/+/7:%3*-#+%7.%+7;:%$0%8/$#+%$0%5..0+%7.%7,;<%)#,%+#,-"#+%=#2/$%+%9.,#%2#$#,/-%#>3*.,4.$+%/$7.%7,1#*%.34.$+%$0%7.6,%,#-.99#$04.$+%5.,%?,#2.$<Customer Profile & Use ScenarioKey Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7+4$28/$#%+6+7/$=/*/7;8/$#%7+4$2%/$%.,#2.$8/**9#C#%1**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%93.,#2.$%8/$#%-.6$7,;%93Anna-Helena JamesonAge: 48Wine Interests: Production,terroir, historyLives in: Brooklyn, NY"I want to know everything about myfavorite wines!"Task flow scenarios - key user pathsGoogleSearchHomepageTravelInformationOregonWineriesListSaved TripNearbyListingsEmailWineryDetail PageMobile opportunity forengagement when thetraveler arrives.Add toItinerarySave Trip andCreate Account▪Gather information about visitingOregon wine country▪Save trip information▪Guidance on other places to visitgiven the places chosen▪Tasting and touring informationUser Goals▪ Foster tourism to Oregon wineries▪ Create recommendations in socialnetworks to spread positiveexperiences and generate press▪ Make connections between high end,high frequency customers andwineriesBusiness GoalsA roadmap for site design &content development
  • 14. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013User Personas are a tool for thepeople who make things.
  • 15. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013User Personas are a tool for thepeople who make things.For people to use.
  • 16. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013Robin Stevens@brontestreetwww.experiencelabpdx.comPresentation for “Content Strategy Tools: The Persona”sponsored by Content Strategy PDX.At ISite Design, May 9, 2013Need help getting startedon your persona thinking?Weʼve posted a personaworksheet on our website.