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[Imr]week6 [Imr]week6 Presentation Transcript

  • 1/20 Week 6융합리서치방법론 + 실습 (Theory & Practice) 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • 2/20 Introduction understanding major issues about1 Ice Braking integrated media research planning & practice Overview(concept/purpose/methods)2 Research Process Define research question3 Research Process Secondary(Desk) Research Design research process4 Qualitative(Design) method Discovering phase Interpretation phase5 Qualitative(Design) method - Affinity Diagram Modeling phase6 Qualitative(Design) method - Persona Co-Creation, ideation phase7 Qualitative(Design) method - Scenario building, mind mapping - Paper prototyping8 Prototyping - Video prototyping survey (1)9 Quantitative method - research elements - sample design survey (2)10 Quantitative method - questionnaire design survey (3)11 Quantitative method - statistical analysis12 Quantitative method FGI(Focus Group Interview) - Experiment13 Quantitative method - Content Analysis14 project report writing a project paper presentation of presentation of term paper which is15 term project Results performed in this semester 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • TODAY.Interpretation 40min 50min 50min Practice 50min • PERSONA •SHARE YOUR • PERSONA WORKSHOP PERSONA Lecture Report 50min 100min 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • 1WHAT is Persona?A Persona is an artificial person,invented for the purpose of helping a designerunderstand the people who will be using their product. 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • Decisions should be based on users Knowledge about users must be actionableLearning about users requires direct contact You are not your user Business results depend on satisfying users 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • Personas bring focus 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • Personas buildempathy융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • Personas encourage consensus 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • Personas create efficiency 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • Personas lead tobetter decisions Personas for Strategy Framework for business decisions, offerings, channel usage, features Personas for Marketing Framework for marketing campaigns, branding, messaging, market researchPersonas for DesignInformation architecture, interaction design, visual design,content development, user testing 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • | Persona as a Design Tool What would you get if you tried to design a car that pleased every possible driver? 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • | Persona as a Design Tool The car would try to include every desirable characteristic for every driver. No one would want to drive it. 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • Invented at Cooper(1999) 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • A Persona is user archetype you can use to help guide decisionsabout product features, navigations, interactions and evenvisual designsA Persona are representative behavior and activity profilethat are contextual and specific to particular application orservicesAs a design research tool, they are a powerful way tocommunicate knowledge, activities, interests, influencers,goals, andpain points 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • 2HOW to make Persona? 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • QUALITATIVE (INSIGHTS) Collages Diary/Journal Studies User Interviews Shadow Shopping (Shop-Along) Usability Testing Focus Groups Field Studies User Advisory Panel (Contextual Inquiry) Eye Tracking User Reports Participatory Design Card Sorting InterceptsGOALS & ATTITUDES BEHAVIORS(ASPIRATIONAL) (ACTUAL) Customer Support Data Automated Usability Testing User Surveys Site Traffic/ Log File Analysis A/B Testing QUANTITATIVE (VALIDATION) 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • | Qualitative Research 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • Segmentation BehaviorsGoals Attitudes 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • | Segmentation: Marketing vs. Personas Marketing Personas Age Behaviors Income Gender Goals Other demographics Attitudes Sell to people Understand how people will actually use the site 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • | Segmentation: Marketing vs. Personas Demographic Consumer Market Psychographic Identifier Variables Geographic Business Market Market Size Persona Development Attitude, Goal, Needs Usage Situation Response Behavioral Variables Sensitivity to Marketing Mix Purchasing Behavior/Actual Tasks 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • | Segmentation by Goals What are different people trying to do on the site? Hierarchy of Goals Be happy Attitude | Motivator Be independent Attitude | Motivator Buy a house Goal Understand process Experience Goal|Need Learn about points Task Other goals: • Buy commercial property Get a mortgage loan • Find an apartment • Get insurance • Sell a house • • Find a moving company 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • | How to make Persona A. Choose the personas to write B. Identify representative users for each persona C. Identify goals, roles, and tasks for each persona D. Write the persona F. Write a user scenario—an extended task description G. Check your personas 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • | How to make PersonaA Choose the personas to write ① Create a persona for core roles / Issue ② Determine if there are more job role than you identified originally ③ Challenge market segmentation categories ④ Pay attention to skill level and power differences 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • | How to make PersonaB Identity representatives users for each persona ① Weed out the less interesting users/Keep the users who got a lot of insights, interesting strategies, perspectives, rich stories ② Review the profile(Affinity notes) and characterizes their key tasks ③ Pick base user (evocative) ④ Write a short fiction story inspired by real life 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • | How to make PersonaC Identify goals, roles, and tasks for each persona - Goals. For each user related to the persona, ask: What is this user trying to accomplish? What do they care about? What makes them feel good at the end of the day? - Roles. What hats are your users wearing? How would they divide up their responsibilities? Give your role an evocative name that makes you think about the intent of the role—avoid job titles. - Key tasks/ Behaviors What are the most important tasks for this user? What sequences did you capture for these users? 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • | How to make Persona U2 profile This is an R&D facility, at a large pharmaceutical company. They make the active ingredient for bulk quantity. U2 has been an analyst here for two years. Started as part time student then went full time in the Q/C lab (1 year, 3 months). Has a degree in biology with a major in toxicology. Works in three shifts of eight hours each. Rotates the shift every seven days. Two to three analysts per shift. During the time we were there, there were three analysts. Referred to as analyst rather than chemist or technician. U2 goals • Keep samples running through analysis at speed. He has procedures and habits for running multiple tests at once, and depends on them. Minor shortcuts, such as keeping measurements in memory rather than writing them down immediately, are okay. • Operate as a competent member of the lab. He is in control of his lab, his procedures, and his equipment. • Manage multiple analyses in parallel. He’s able to track them all at once. U2 roles • Analysis Runner—He runs predefined analysis processes on samples. • Dishwasher—He spends a lot of time cleaning up after experiments, cleaning instruments, and disposing of samples. • Scheduler—He has to track all the samples as they come in and juggle their priorities against work already in the queue and the characteristics of the tests themselves— for example, whether it requires a lot of his intervention. • Recorder—Much of his time is filling out forms and adding to his lab notebook, recording the work he’s already done. U2 tasks from sequence models • Run predefined analyses on sample material as it comes in. • Identify problems with equipment and fix when within his competence. • Keep lab notebook up to date. • Report results of analysis. 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • | How to make Persona 1. Big Picture a. Name of personD b. General demographics (age, profession, location, profile type, etc) Write the persona c. Personal sketch (education, family, car type. lifestyle, hobbies, etc) d. General relationship with technology & the web 2. Roles 2. Goals (5 key goals) 3. Experience goals 4. Attitudes 5. Behaviors 6. Mood board References, products, characteristics supporting the personas. 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • Test Your Persona• Explain key differences you’ve observed among users• Be different enough from each other• Feel like real people• Be described quickly• Cover all users• Clearly affect decision making 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • 3Create Nudies 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • Hello! I’m nudi 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • 4Using Persona 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • | Persona Cards 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • | Life size cuts 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • | Other Ideas for Keeping Personas Alive• Posters• Day-in-the-life photos, audio diaries, etc.• Role-playing• Quizzes• Staple to documents• Email addresses 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • Business Strategy 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • Features and Functionality 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • | Process Design Goal& Principle 해결을 위해 서비스 사용자들의 Unmet Needs와 Latent Needs는 무엇인가?Define| 배경 및 환경조사 Discovery | 사용자 조사 및 관찰 Synthesis | 모델링, 아이디어 ! Big Idea Implementation | 프로토타이핑, 적용 Problem Define Solution Suggestion 무엇이 문제이고 그것을 어떻게 해결할 것인가? 환경적 문제와 사용자들의 Needs와의 Gap을 줄일 수 있는 방안은 무엇이 있는가? 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • For Next 50 min>> Persona 융합리서치 방법론 & 실습 | WEEK 6 : IPersona
  • Q&A 융합리서치 방법론 & 실습 | WEEK 6 : IPersona