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

1. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013
User Personas

2. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013
Users Use
Things
Websites
Applications
The Internet
Kiosks
Things. Stuff.

3. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013
Personas represent “typical” users

4. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013
User personas
are ...
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, 2013
Types of
Personas
Brand
Marketing
User
Oregon Wine Board: User Personas
Creator Robin Stevens & Morgan Miller, Experience Lab
Strategy@ExperienceLabPDX.com
4
Wine Traveler
Anna-Helena Jameson
Age: 48
Wine Interests: Production,
terroir, history
Lives in: Brooklyn, NY
"I want to know everything about my
favorite wines!"
Task flow scenarios - key user paths
▪ Foster tourism to Oregon wineries
▪ Create recommendations in social
networks to spread positive
experiences and generate press
▪ Make connections between high
end, high frequency customers and
wineries
▪Gather information about visiting
Oregon wine country
▪Save trip information
▪Guidance on other places to visit
given the places chosen
▪Tasting and touring information
User Goals Business Goals
Google
Search
Homepage
Travel
Information
Oregon
Wineries
List
Saved Trip
Nearby
Listings
Email
Winery
Detail Page
Anna-Helena celebrates the end of her work day with a single glass of
spectacular wine. Wine has become more than just an interest, it has
bloomed into a rewarding passion. Anna-Helena enjoys reading through wine
blogs and discussing tasting notes through social media with other wine fans.
She and her husband Matt have visited Northern California and Spain in the
last few years and in each place took enjoyable forays to wineries.
Anna-Helena has been reading a lot about Portland and Oregon and
sustainability in general in the New York Times recently and she's begun to
entertain the idea of a visit. She's very interested in sustainable production
and has heard that Oregon is pioneering several new and important methods.
Additionally, at a recent tasting event with friends she sampled a stellar
lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The
distributor hosting the event had been glowing with stories about the
interesting characters who populate the Oregon wine world. It was during
that conversation that it struck her: visiting wineries would be a great way to
explore Oregon.
One day-dreamy afternoon, Anna-Helena sat down to gather information for
a trip so she could present Matt with some inspiring options. A google search
for "Oregon wine travel" returns the Oregon Wine website. A lot looks
interesting on the home page, but she is immediately attracted to a featured
section on Visiting Wine Country and clicks on a link to "planning your
itinerary."
Anna-Helena looks through the list of wineries and comes across Beaux
Freres. How fun to visit the place that produced that great Pinot Noir! She
clicks the small "add to itinerary link" and then finds a few other interesting
wineries and adds them as well. Anna-Helena creates an account, saves her
trip, and emails herself the itinerary.
Several days later, Anna-Helena comes back to her Oregon plans. Through
the website she finds links to a wealth of information for Oregon trips. She
also dips back to her itinerary and sends emails to several wineries that are
open by appointment only. After hearing back that the dates she was hoping
for are available, she visits a final time to firm up daily itineraries and print a
copy 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#$0'4.$+%5.,%?,#2.$<
Customer Profile & Use Scenario
Mobile opportunity for
engagement when the
traveler arrives.
Add to
Itinerary
Save Trip and
Create Account
Key Phrases
.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%
7.6,@+A%B%.,#2.$%8/$#%7'+4$2
8/$#%+6+7'/$'=/*/7;
8/$#%7'+4$2%/$%.,#2.$
8/**'9#C#%1'**#;%8/$#%7.6,@+A
.,#2.$%8/$#,;%9'3
.,#2.$%8/$#%-.6$7,;%9'3(Developed for Sockeye Creative)
What we create at Experience Lab

6. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013
Anna-Helena Jameson
Age: 48
Wine Interests: Production,
terroir, history
Lives in: Brooklyn, NY
"I want to know everything about my
favorite wines!"
Task flow scenarios - key user paths
Google
Search
Homepage
Travel
Information
Oregon
Wineries
List
Saved Trip
Nearby
Listings
Email
Winery
Detail Page
Mobile opportunity for
engagement when the
traveler arrives.
Add to
Itinerary
Save Trip and
Create Account
▪Gather information about visiting
Oregon wine country
▪Save trip information
▪Guidance on other places to visit
given the places chosen
▪Tasting and touring information
User Goals
▪ Foster tourism to Oregon wineries
▪ Create recommendations in social
networks to spread positive
experiences and generate press
▪ Make connections between high end,
high frequency customers and
wineries
Business Goals
Anna-Helena celebrates the end of her work day with a single glass of
spectacular wine. Wine has become more than just an interest, it has
bloomed into a rewarding passion. Anna-Helena enjoys reading through wine
blogs and discussing tasting notes through social media with other wine fans.
She and her husband Matt have visited Northern California and Spain in the
last few years and in each place took enjoyable forays to wineries.
Anna-Helena has been reading a lot about Portland and Oregon and
sustainability in general in the New York Times recently and she's begun to
entertain the idea of a visit. She's very interested in sustainable production
and has heard that Oregon is pioneering several new and important methods.
Additionally, at a recent tasting event with friends she sampled a stellar
lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The
distributor hosting the event had been glowing with stories about the
interesting characters who populate the Oregon wine world. It was during
that conversation that it struck her: visiting wineries would be a great way to
explore Oregon.
One day-dreamy afternoon, Anna-Helena sat down to gather information for
a trip so she could present Matt with some inspiring options. A google search
for "Oregon wine travel" returns the Oregon Wine website. A lot looks
interesting on the home page, but she is immediately attracted to a featured
section on Visiting Wine Country and clicks on a link to "planning your
itinerary."
Anna-Helena looks through the list of wineries and comes across Beaux
Freres. How fun to visit the place that produced that great Pinot Noir! She
clicks the small "add to itinerary link" and then finds a few other interesting
wineries and adds them as well. Anna-Helena creates an account, saves her
trip, and emails herself the itinerary.
Several days later, Anna-Helena comes back to her Oregon plans. Through
the website she finds links to a wealth of information for Oregon trips. She
also dips back to her itinerary and sends emails to several wineries that are
open by appointment only. After hearing back that the dates she was hoping
for are available, she visits a final time to firm up daily itineraries and print a
copy 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#$0'4.$+%5.,%?,#2.$<
Customer Profile & Use Scenario
Key Phrases
.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%
7.6,@+A%B%.,#2.$%8/$#%7'+4$2
8/$#%+6+7'/$'=/*/7;
8/$#%7'+4$2%/$%.,#2.$
8/**'9#C#%1'**#;%8/$#%7.6,@+A
.,#2.$%8/$#,;%9'3
.,#2.$%8/$#%-.6$7,;%9'3
What’s in our user personas?
web
^

7. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013
"I want to know everything about my
favorite wines!"
Task flow scenarios - key user paths
Google
Search
Homepage
Travel
Information
Oregon
Wineries
List
Saved Trip
Nearby
Listings
Email
Winery
Detail Page
Mobile opportunity for
engagement when the
traveler arrives.
Add to
Itinerary
Save Trip and
Create Account
▪Gather information about visiting
Oregon wine country
▪Save trip information
▪Guidance on other places to visit
given the places chosen
▪Tasting and touring information
User Goals
▪ Foster tourism to Oregon wineries
▪ Create recommendations in social
networks to spread positive
experiences and generate press
▪ Make connections between high end,
high frequency customers and
wineries
Business Goals
Anna-Helena celebrates the end of her work day with a single glass of
spectacular wine. Wine has become more than just an interest, it has
bloomed into a rewarding passion. Anna-Helena enjoys reading through wine
blogs and discussing tasting notes through social media with other wine fans.
She and her husband Matt have visited Northern California and Spain in the
last few years and in each place took enjoyable forays to wineries.
Anna-Helena has been reading a lot about Portland and Oregon and
sustainability in general in the New York Times recently and she's begun to
entertain the idea of a visit. She's very interested in sustainable production
and has heard that Oregon is pioneering several new and important methods.
Additionally, at a recent tasting event with friends she sampled a stellar
lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The
distributor hosting the event had been glowing with stories about the
interesting characters who populate the Oregon wine world. It was during
that conversation that it struck her: visiting wineries would be a great way to
explore Oregon.
One day-dreamy afternoon, Anna-Helena sat down to gather information for
a trip so she could present Matt with some inspiring options. A google search
for "Oregon wine travel" returns the Oregon Wine website. A lot looks
interesting on the home page, but she is immediately attracted to a featured
section on Visiting Wine Country and clicks on a link to "planning your
itinerary."
Anna-Helena looks through the list of wineries and comes across Beaux
Freres. How fun to visit the place that produced that great Pinot Noir! She
clicks the small "add to itinerary link" and then finds a few other interesting
wineries and adds them as well. Anna-Helena creates an account, saves her
trip, and emails herself the itinerary.
Several days later, Anna-Helena comes back to her Oregon plans. Through
the website she finds links to a wealth of information for Oregon trips. She
also dips back to her itinerary and sends emails to several wineries that are
open by appointment only. After hearing back that the dates she was hoping
for are available, she visits a final time to firm up daily itineraries and print a
copy 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#$0'4.$+%5.,%?,#2.$<
Customer Profile & Use Scenario
Key Phrases
.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%
7.6,@+A%B%.,#2.$%8/$#%7'+4$2
8/$#%+6+7'/$'=/*/7;
8/$#%7'+4$2%/$%.,#2.$
8/**'9#C#%1'**#;%8/$#%7.6,@+A
.,#2.$%8/$#,;%9'3
.,#2.$%8/$#%-.6$7,;%9'3
Anna-Helena Jameson
Age: 48
Wine Interests: Production,
terroir, history
Lives in: Brooklyn, NY
A plausible
demographic profile

8. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013
"I want to know everything about my
favorite wines!"
Task flow scenarios - key user paths
Google
Search
Homepage
Travel
Information
Oregon
Wineries
List
Saved Trip
Nearby
Listings
Email
Winery
Detail Page
Mobile opportunity for
engagement when the
traveler arrives.
Add to
Itinerary
Save Trip and
Create Account
Anna-Helena celebrates the end of her work day with a single glass of
spectacular wine. Wine has become more than just an interest, it has
bloomed into a rewarding passion. Anna-Helena enjoys reading through wine
blogs and discussing tasting notes through social media with other wine fans.
She and her husband Matt have visited Northern California and Spain in the
last few years and in each place took enjoyable forays to wineries.
Anna-Helena has been reading a lot about Portland and Oregon and
sustainability in general in the New York Times recently and she's begun to
entertain the idea of a visit. She's very interested in sustainable production
and has heard that Oregon is pioneering several new and important methods.
Additionally, at a recent tasting event with friends she sampled a stellar
lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The
distributor hosting the event had been glowing with stories about the
interesting characters who populate the Oregon wine world. It was during
that conversation that it struck her: visiting wineries would be a great way to
explore Oregon.
One day-dreamy afternoon, Anna-Helena sat down to gather information for
a trip so she could present Matt with some inspiring options. A google search
for "Oregon wine travel" returns the Oregon Wine website. A lot looks
interesting on the home page, but she is immediately attracted to a featured
section on Visiting Wine Country and clicks on a link to "planning your
itinerary."
Anna-Helena looks through the list of wineries and comes across Beaux
Freres. How fun to visit the place that produced that great Pinot Noir! She
clicks the small "add to itinerary link" and then finds a few other interesting
wineries and adds them as well. Anna-Helena creates an account, saves her
trip, and emails herself the itinerary.
Several days later, Anna-Helena comes back to her Oregon plans. Through
the website she finds links to a wealth of information for Oregon trips. She
also dips back to her itinerary and sends emails to several wineries that are
open by appointment only. After hearing back that the dates she was hoping
for are available, she visits a final time to firm up daily itineraries and print a
copy 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#$0'4.$+%5.,%?,#2.$<
Customer Profile & Use Scenario
Key Phrases
.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%
7.6,@+A%B%.,#2.$%8/$#%7'+4$2
8/$#%+6+7'/$'=/*/7;
8/$#%7'+4$2%/$%.,#2.$
8/**'9#C#%1'**#;%8/$#%7.6,@+A
.,#2.$%8/$#,;%9'3
.,#2.$%8/$#%-.6$7,;%9'3
Anna-Helena Jameson
Age: 48
Wine Interests: Production,
terroir, history
Lives in: Brooklyn, NY
▪Gather information about visiting
Oregon wine country
▪Save trip information
▪Guidance on other places to visit
given the places chosen
▪Tasting and touring information
User Goals
▪ Foster tourism to Oregon wineries
▪ Create recommendations in social
networks to spread positive
experiences and generate press
▪ Make connections between high end,
high frequency customers and
wineries
Business Goals
A comparison of user goals
and business goals

9. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013
"I want to know everything about my
favorite wines!"
Task flow scenarios - key user paths
Google
Search
Homepage
Travel
Information
Oregon
Wineries
List
Saved Trip
Nearby
Listings
Email
Winery
Detail Page
Mobile opportunity for
engagement when the
traveler arrives.
Add to
Itinerary
Save Trip and
Create Account
Anna-Helena celebrates the end of her work day with a single glass of
spectacular wine. Wine has become more than just an interest, it has
bloomed into a rewarding passion. Anna-Helena enjoys reading through wine
blogs and discussing tasting notes through social media with other wine fans.
She and her husband Matt have visited Northern California and Spain in the
last few years and in each place took enjoyable forays to wineries.
Anna-Helena has been reading a lot about Portland and Oregon and
sustainability in general in the New York Times recently and she's begun to
entertain the idea of a visit. She's very interested in sustainable production
and has heard that Oregon is pioneering several new and important methods.
Additionally, at a recent tasting event with friends she sampled a stellar
lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The
distributor hosting the event had been glowing with stories about the
interesting characters who populate the Oregon wine world. It was during
that conversation that it struck her: visiting wineries would be a great way to
explore Oregon.
One day-dreamy afternoon, Anna-Helena sat down to gather information for
a trip so she could present Matt with some inspiring options. A google search
for "Oregon wine travel" returns the Oregon Wine website. A lot looks
interesting on the home page, but she is immediately attracted to a featured
section on Visiting Wine Country and clicks on a link to "planning your
itinerary."
Anna-Helena looks through the list of wineries and comes across Beaux
Freres. How fun to visit the place that produced that great Pinot Noir! She
clicks the small "add to itinerary link" and then finds a few other interesting
wineries and adds them as well. Anna-Helena creates an account, saves her
trip, and emails herself the itinerary.
Several days later, Anna-Helena comes back to her Oregon plans. Through
the website she finds links to a wealth of information for Oregon trips. She
also dips back to her itinerary and sends emails to several wineries that are
open by appointment only. After hearing back that the dates she was hoping
for are available, she visits a final time to firm up daily itineraries and print a
copy 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#$0'4.$+%5.,%?,#2.$<
Customer Profile & Use Scenario
Key Phrases
.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%
7.6,@+A%B%.,#2.$%8/$#%7'+4$2
8/$#%+6+7'/$'=/*/7;
8/$#%7'+4$2%/$%.,#2.$
8/**'9#C#%1'**#;%8/$#%7.6,@+A
.,#2.$%8/$#,;%9'3
.,#2.$%8/$#%-.6$7,;%9'3
Anna-Helena Jameson
Age: 48
Wine Interests: Production,
terroir, history
Lives in: Brooklyn, NY
▪Gather information about visiting
Oregon wine country
▪Save trip information
▪Guidance on other places to visit
given the places chosen
▪Tasting and touring information
User Goals
▪ Foster tourism to Oregon wineries
▪ Create recommendations in social
networks to spread positive
experiences and generate press
▪ Make connections between high end,
high frequency customers and
wineries
Business Goals
A site visit narrative that
includes context

10. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013
"I want to know everything about my
favorite wines!"
Anna-Helena celebrates the end of her work day with a single glass of
spectacular wine. Wine has become more than just an interest, it has
bloomed into a rewarding passion. Anna-Helena enjoys reading through wine
blogs and discussing tasting notes through social media with other wine fans.
She and her husband Matt have visited Northern California and Spain in the
last few years and in each place took enjoyable forays to wineries.
Anna-Helena has been reading a lot about Portland and Oregon and
sustainability in general in the New York Times recently and she's begun to
entertain the idea of a visit. She's very interested in sustainable production
and has heard that Oregon is pioneering several new and important methods.
Additionally, at a recent tasting event with friends she sampled a stellar
lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The
distributor hosting the event had been glowing with stories about the
interesting characters who populate the Oregon wine world. It was during
that conversation that it struck her: visiting wineries would be a great way to
explore Oregon.
One day-dreamy afternoon, Anna-Helena sat down to gather information for
a trip so she could present Matt with some inspiring options. A google search
for "Oregon wine travel" returns the Oregon Wine website. A lot looks
interesting on the home page, but she is immediately attracted to a featured
section on Visiting Wine Country and clicks on a link to "planning your
itinerary."
Anna-Helena looks through the list of wineries and comes across Beaux
Freres. How fun to visit the place that produced that great Pinot Noir! She
clicks the small "add to itinerary link" and then finds a few other interesting
wineries and adds them as well. Anna-Helena creates an account, saves her
trip, and emails herself the itinerary.
Several days later, Anna-Helena comes back to her Oregon plans. Through
the website she finds links to a wealth of information for Oregon trips. She
also dips back to her itinerary and sends emails to several wineries that are
open by appointment only. After hearing back that the dates she was hoping
for are available, she visits a final time to firm up daily itineraries and print a
copy 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#$0'4.$+%5.,%?,#2.$<
Customer Profile & Use Scenario
Key Phrases
.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%
7.6,@+A%B%.,#2.$%8/$#%7'+4$2
8/$#%+6+7'/$'=/*/7;
8/$#%7'+4$2%/$%.,#2.$
8/**'9#C#%1'**#;%8/$#%7.6,@+A
.,#2.$%8/$#,;%9'3
.,#2.$%8/$#%-.6$7,;%9'3
Anna-Helena Jameson
Age: 48
Wine Interests: Production,
terroir, history
Lives in: Brooklyn, NY
▪Gather information about visiting
Oregon wine country
▪Save trip information
▪Guidance on other places to visit
given the places chosen
▪Tasting and touring information
User Goals
▪ Foster tourism to Oregon wineries
▪ Create recommendations in social
networks to spread positive
experiences and generate press
▪ Make connections between high end,
high frequency customers and
wineries
Business Goals
A user task flow that shows
movement from screen to
screen
Task flow scenarios - key user paths
Google
Search
Homepage
Travel
Information
Oregon
Wineries
List
Saved Trip
Nearby
Listings
Email
Winery
Detail Page
Mobile opportunity for
engagement when the
traveler arrives.
Add to
Itinerary
Save Trip and
Create Account

11. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013
Anna-Helena celebrates the end of her work day with a single glass of
spectacular wine. Wine has become more than just an interest, it has
bloomed into a rewarding passion. Anna-Helena enjoys reading through wine
blogs and discussing tasting notes through social media with other wine fans.
She and her husband Matt have visited Northern California and Spain in the
last few years and in each place took enjoyable forays to wineries.
Anna-Helena has been reading a lot about Portland and Oregon and
sustainability in general in the New York Times recently and she's begun to
entertain the idea of a visit. She's very interested in sustainable production
and has heard that Oregon is pioneering several new and important methods.
Additionally, at a recent tasting event with friends she sampled a stellar
lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The
distributor hosting the event had been glowing with stories about the
interesting characters who populate the Oregon wine world. It was during
that conversation that it struck her: visiting wineries would be a great way to
explore Oregon.
One day-dreamy afternoon, Anna-Helena sat down to gather information for
a trip so she could present Matt with some inspiring options. A google search
for "Oregon wine travel" returns the Oregon Wine website. A lot looks
interesting on the home page, but she is immediately attracted to a featured
section on Visiting Wine Country and clicks on a link to "planning your
itinerary."
Anna-Helena looks through the list of wineries and comes across Beaux
Freres. How fun to visit the place that produced that great Pinot Noir! She
clicks the small "add to itinerary link" and then finds a few other interesting
wineries and adds them as well. Anna-Helena creates an account, saves her
trip, and emails herself the itinerary.
Several days later, Anna-Helena comes back to her Oregon plans. Through
the website she finds links to a wealth of information for Oregon trips. She
also dips back to her itinerary and sends emails to several wineries that are
open by appointment only. After hearing back that the dates she was hoping
for are available, she visits a final time to firm up daily itineraries and print a
copy 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#$0'4.$+%5.,%?,#2.$<
Customer Profile & Use Scenario
Key Phrases
.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%
7.6,@+A%B%.,#2.$%8/$#%7'+4$2
8/$#%+6+7'/$'=/*/7;
8/$#%7'+4$2%/$%.,#2.$
8/**'9#C#%1'**#;%8/$#%7.6,@+A
.,#2.$%8/$#,;%9'3
.,#2.$%8/$#%-.6$7,;%9'3
Anna-Helena Jameson
Age: 48
Wine Interests: Production,
terroir, history
Lives in: Brooklyn, NY
▪Gather information about visiting
Oregon wine country
▪Save trip information
▪Guidance on other places to visit
given the places chosen
▪Tasting and touring information
User Goals
▪ Foster tourism to Oregon wineries
▪ Create recommendations in social
networks to spread positive
experiences and generate press
▪ Make connections between high end,
high frequency customers and
wineries
Business Goals
Task flow scenarios - key user paths
Google
Search
Homepage
Travel
Information
Oregon
Wineries
List
Saved Trip
Nearby
Listings
Email
Winery
Detail Page
Mobile opportunity for
engagement when the
traveler arrives.
Add to
Itinerary
Save Trip and
Create Account
"I want to know everything about my
favorite wines!"
A user quote that sums up
this user typeʼs relationship
to the product

12. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013
Anna-Helena celebrates the end of her work day with a single glass of
spectacular wine. Wine has become more than just an interest, it has
bloomed into a rewarding passion. Anna-Helena enjoys reading through wine
blogs and discussing tasting notes through social media with other wine fans.
She and her husband Matt have visited Northern California and Spain in the
last few years and in each place took enjoyable forays to wineries.
Anna-Helena has been reading a lot about Portland and Oregon and
sustainability in general in the New York Times recently and she's begun to
entertain the idea of a visit. She's very interested in sustainable production
and has heard that Oregon is pioneering several new and important methods.
Additionally, at a recent tasting event with friends she sampled a stellar
lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The
distributor hosting the event had been glowing with stories about the
interesting characters who populate the Oregon wine world. It was during
that conversation that it struck her: visiting wineries would be a great way to
explore Oregon.
One day-dreamy afternoon, Anna-Helena sat down to gather information for
a trip so she could present Matt with some inspiring options. A google search
for "Oregon wine travel" returns the Oregon Wine website. A lot looks
interesting on the home page, but she is immediately attracted to a featured
section on Visiting Wine Country and clicks on a link to "planning your
itinerary."
Anna-Helena looks through the list of wineries and comes across Beaux
Freres. How fun to visit the place that produced that great Pinot Noir! She
clicks the small "add to itinerary link" and then finds a few other interesting
wineries and adds them as well. Anna-Helena creates an account, saves her
trip, and emails herself the itinerary.
Several days later, Anna-Helena comes back to her Oregon plans. Through
the website she finds links to a wealth of information for Oregon trips. She
also dips back to her itinerary and sends emails to several wineries that are
open by appointment only. After hearing back that the dates she was hoping
for are available, she visits a final time to firm up daily itineraries and print a
copy 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#$0'4.$+%5.,%?,#2.$<
Customer Profile & Use Scenario
Key Phrases
.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%
7.6,@+A%B%.,#2.$%8/$#%7'+4$2
8/$#%+6+7'/$'=/*/7;
8/$#%7'+4$2%/$%.,#2.$
8/**'9#C#%1'**#;%8/$#%7.6,@+A
.,#2.$%8/$#,;%9'3
.,#2.$%8/$#%-.6$7,;%9'3
Anna-Helena Jameson
Age: 48
Wine Interests: Production,
terroir, history
Lives in: Brooklyn, NY
▪Gather information about visiting
Oregon wine country
▪Save trip information
▪Guidance on other places to visit
given the places chosen
▪Tasting and touring information
User Goals
▪ Foster tourism to Oregon wineries
▪ Create recommendations in social
networks to spread positive
experiences and generate press
▪ Make connections between high end,
high frequency customers and
wineries
Business Goals
Task flow scenarios - key user paths
Google
Search
Homepage
Travel
Information
Oregon
Wineries
List
Saved Trip
Nearby
Listings
Email
Winery
Detail Page
Mobile opportunity for
engagement when the
traveler arrives.
Add to
Itinerary
Save Trip and
Create Account
"I want to know everything about my
favorite wines!"An profile snapshot that
helps us understand the
user type

13. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013
Anna-Helena celebrates the end of her work day with a single glass of
spectacular wine. Wine has become more than just an interest, it has
bloomed into a rewarding passion. Anna-Helena enjoys reading through wine
blogs and discussing tasting notes through social media with other wine fans.
She and her husband Matt have visited Northern California and Spain in the
last few years and in each place took enjoyable forays to wineries.
Anna-Helena has been reading a lot about Portland and Oregon and
sustainability in general in the New York Times recently and she's begun to
entertain the idea of a visit. She's very interested in sustainable production
and has heard that Oregon is pioneering several new and important methods.
Additionally, at a recent tasting event with friends she sampled a stellar
lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The
distributor hosting the event had been glowing with stories about the
interesting characters who populate the Oregon wine world. It was during
that conversation that it struck her: visiting wineries would be a great way to
explore Oregon.
One day-dreamy afternoon, Anna-Helena sat down to gather information for
a trip so she could present Matt with some inspiring options. A google search
for "Oregon wine travel" returns the Oregon Wine website. A lot looks
interesting on the home page, but she is immediately attracted to a featured
section on Visiting Wine Country and clicks on a link to "planning your
itinerary."
Anna-Helena looks through the list of wineries and comes across Beaux
Freres. How fun to visit the place that produced that great Pinot Noir! She
clicks the small "add to itinerary link" and then finds a few other interesting
wineries and adds them as well. Anna-Helena creates an account, saves her
trip, and emails herself the itinerary.
Several days later, Anna-Helena comes back to her Oregon plans. Through
the website she finds links to a wealth of information for Oregon trips. She
also dips back to her itinerary and sends emails to several wineries that are
open by appointment only. After hearing back that the dates she was hoping
for are available, she visits a final time to firm up daily itineraries and print a
copy 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#$0'4.$+%5.,%?,#2.$<
Customer Profile & Use Scenario
Key Phrases
.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%
7.6,@+A%B%.,#2.$%8/$#%7'+4$2
8/$#%+6+7'/$'=/*/7;
8/$#%7'+4$2%/$%.,#2.$
8/**'9#C#%1'**#;%8/$#%7.6,@+A
.,#2.$%8/$#,;%9'3
.,#2.$%8/$#%-.6$7,;%9'3
Anna-Helena Jameson
Age: 48
Wine Interests: Production,
terroir, history
Lives in: Brooklyn, NY
"I want to know everything about my
favorite wines!"
Task flow scenarios - key user paths
Google
Search
Homepage
Travel
Information
Oregon
Wineries
List
Saved Trip
Nearby
Listings
Email
Winery
Detail Page
Mobile opportunity for
engagement when the
traveler arrives.
Add to
Itinerary
Save Trip and
Create Account
▪Gather information about visiting
Oregon wine country
▪Save trip information
▪Guidance on other places to visit
given the places chosen
▪Tasting and touring information
User Goals
▪ Foster tourism to Oregon wineries
▪ Create recommendations in social
networks to spread positive
experiences and generate press
▪ Make connections between high end,
high frequency customers and
wineries
Business Goals
A roadmap for site design &
content development

14. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013
User Personas are a tool for the
people who make things.

15. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013
User Personas are a tool for the
people who make things.
For people to use.

16. Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013
Robin Stevens
@brontestreet
www.experiencelabpdx.com
Presentation for “Content Strategy Tools: The Persona”
sponsored by Content Strategy PDX.
At ISite Design, May 9, 2013
Need help getting started
on your persona thinking?
Weʼve posted a persona
worksheet on our website.