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On Target   3 Ways To Keep Your Audience in Focus ,[object Object],Kate Walser CX Insights IVMG Conference 2011 Bolling AFB October 6, 2011
Schedule Introduction 11:00 - 11:03 Personas 11:03 - 11:10 Exercise #1 11:10 - 11:20 Storyboards 11:20 - 11:30 Exercise #2 11:30 - 11:35 Quick Check Tests 11:35 - 11:40 Exercise #3 11:40 - 11:45 Wrap-up / Questions 11:45 - 11:50
Introduction What makes it so hard to keep our target audience in mind?
 
Different assumptions
The abstract, elastic user
Our own bias
Focused on other things Source: Daniel J. Simons, Selective Attention Test Basketball Players and Gorilla Test
Personas
Personas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A Great Persona Picture Key Statistics Age, family, location, occupation, education,  salary Frustrations, Tasks, Influencers Pain points, reasons they would want the product Scenarios, tasks Decision factors Realistic name,  Clever title As big or as little as you’d like Story-based description Tell the story of this person and what makes them tick.  Be specific! Describe hobbies, interests, and what gets them out of bed. Goals Near, far In general, with your product/org’n Quote that sums up personality
“ I love my job and I’m happy to help, but for me to try something new, you better convince me it’s worth my time and energy.”
 
Creating a Persona ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Exercise #1 Create a Persona ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Exercise #1 Create a Persona:  Interview About this person Typical day Hobbies / interests Places to go Gadgets / gizmos Interaction style Goals / Pet peeves
Exercise #1 Create a Persona:  Template Picture Key Statistics Age, family, location, occupation, education,  salary Frustrations, Tasks, Influencers Pain points, scenarios, decision factors Realistic name,  Clever title Story-based description Tell this person’s story. What they do for fun, pet peeves, what gets them out of bed. Tolerance for risk, new things. Goals Near, far; Your product, beyond Quote
Storyboards
Storyboards ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
A Great Storyboard 1 Story Title: Action As simple or elaborate as you’d like 2 3 4 Shows sequence / timeline Sketch player, product, & interaction Describe the dialog,  interaction, mood, reactions, timing Subtitle: Pain point addressed
Picture Source: Sapient Design Guild
Creating a Storyboard ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Storyboard Tips ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Raise questions, assumptions ,[object Object],[object Object],[object Object],[object Object]
Scenario 1:  Schools Like Mine Linda’s a  principal  in  Miami,   Florida .  She has a diverse student body, split mostly among  Black or African American, Latino (Cuban, Mexican) , and  Caucasian  students.  Her school’s  test scores are below average   and  income is below the median  for the United States.  Her city’s  population is more population dense than the national city average .  Her  open culture   and will try new strategies.
I would love to find someone else with a school like mine. I need some new ideas. Linda hears about a new website called “Schools Like Mine” at a conference she’s attending.  She finds the website on her iPad, which is cool, because the only time she has to look at sites like this is when she’s waiting for meetings to start. It reminds her of Zillow, that fun real estate website her friend showed her where you can see what your house is worth. She likes the bright colors and it looks pretty simple to use.
Exercise #2 Create a Storyboard ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Exercise #2 Create a Storyboard:  Details Scenario & pain point it addresses How person finds out / it Other people Design elements & wow factors Mood setting elements  (color, textures, images, etc.) Things with similar moods / elements Person’s interactions Dialogue between person / product
Exercise #2 Create a Storyboard:  Template Story Title  / Pain Point  1 2 3 4
Quick Check Tests
Quick Check Tests ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Picture Source: Whitney Quesenbery
Planning a Quick Check Test ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sample Questions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Notable http://www.notableapp.com flickr http://www.flickr.com To give people “Add a note” option, go to You > Your Account > Privacy & Permissions Online Options
Exercise #3 Plan a Quick Check Test ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Exercise #3 Plan a Quick Check Test:  Details Goals Participants & Recruiting Location (online, in-person...) Duration Background / Context participants will need Materials needed Questions you want answered How you will collect results
Wrap-up
To Learn More Check  http://www.cxinsights.com/ivmg Kate Walser [email_address] 571.281.2626 http://www.linkedin.com/in/katewalser
Photo Credits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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On target three-ways-to-keep-audience-in-focus_ivmg

  • 1.
  • 2. Schedule Introduction 11:00 - 11:03 Personas 11:03 - 11:10 Exercise #1 11:10 - 11:20 Storyboards 11:20 - 11:30 Exercise #2 11:30 - 11:35 Quick Check Tests 11:35 - 11:40 Exercise #3 11:40 - 11:45 Wrap-up / Questions 11:45 - 11:50
  • 3. Introduction What makes it so hard to keep our target audience in mind?
  • 4.  
  • 8. Focused on other things Source: Daniel J. Simons, Selective Attention Test Basketball Players and Gorilla Test
  • 10.
  • 11. A Great Persona Picture Key Statistics Age, family, location, occupation, education, salary Frustrations, Tasks, Influencers Pain points, reasons they would want the product Scenarios, tasks Decision factors Realistic name, Clever title As big or as little as you’d like Story-based description Tell the story of this person and what makes them tick. Be specific! Describe hobbies, interests, and what gets them out of bed. Goals Near, far In general, with your product/org’n Quote that sums up personality
  • 12. “ I love my job and I’m happy to help, but for me to try something new, you better convince me it’s worth my time and energy.”
  • 13.  
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  • 15.
  • 16. Exercise #1 Create a Persona: Interview About this person Typical day Hobbies / interests Places to go Gadgets / gizmos Interaction style Goals / Pet peeves
  • 17. Exercise #1 Create a Persona: Template Picture Key Statistics Age, family, location, occupation, education, salary Frustrations, Tasks, Influencers Pain points, scenarios, decision factors Realistic name, Clever title Story-based description Tell this person’s story. What they do for fun, pet peeves, what gets them out of bed. Tolerance for risk, new things. Goals Near, far; Your product, beyond Quote
  • 19.
  • 20.  
  • 21. A Great Storyboard 1 Story Title: Action As simple or elaborate as you’d like 2 3 4 Shows sequence / timeline Sketch player, product, & interaction Describe the dialog, interaction, mood, reactions, timing Subtitle: Pain point addressed
  • 22. Picture Source: Sapient Design Guild
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  • 26.
  • 27. Scenario 1: Schools Like Mine Linda’s a principal in Miami, Florida . She has a diverse student body, split mostly among Black or African American, Latino (Cuban, Mexican) , and Caucasian students. Her school’s test scores are below average and income is below the median for the United States. Her city’s population is more population dense than the national city average . Her open culture and will try new strategies.
  • 28. I would love to find someone else with a school like mine. I need some new ideas. Linda hears about a new website called “Schools Like Mine” at a conference she’s attending. She finds the website on her iPad, which is cool, because the only time she has to look at sites like this is when she’s waiting for meetings to start. It reminds her of Zillow, that fun real estate website her friend showed her where you can see what your house is worth. She likes the bright colors and it looks pretty simple to use.
  • 29.
  • 30. Exercise #2 Create a Storyboard: Details Scenario & pain point it addresses How person finds out / it Other people Design elements & wow factors Mood setting elements (color, textures, images, etc.) Things with similar moods / elements Person’s interactions Dialogue between person / product
  • 31. Exercise #2 Create a Storyboard: Template Story Title / Pain Point 1 2 3 4
  • 33.
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  • 36.
  • 37. Notable http://www.notableapp.com flickr http://www.flickr.com To give people “Add a note” option, go to You > Your Account > Privacy & Permissions Online Options
  • 38.
  • 39. Exercise #3 Plan a Quick Check Test: Details Goals Participants & Recruiting Location (online, in-person...) Duration Background / Context participants will need Materials needed Questions you want answered How you will collect results
  • 41. To Learn More Check http://www.cxinsights.com/ivmg Kate Walser [email_address] 571.281.2626 http://www.linkedin.com/in/katewalser
  • 42.

Editor's Notes

  1. With different members of the team each coming to the table with different target audiences in mind – the top brass and senior management, the analyst at the desk, the soldier in the front lines – it’s nearly impossible to get everyone on the same page with respect to assumptions about what is needed in the product.
  2. There’s a famous selective attention test created by Professor Daniel Simons where observers are asked to watch the video and count the number of times the players in white pass the ball. At the end of the video, the test moderator asks the observers how many times, and then asks them at what point the gorilla walked through the players. Most observers completely miss the gorilla. They are so focused on the players that they miss him altogether. A similar thing can occur in designing products. We can be so focused on pieces of the overall end solution or user needs that we miss major pieces – assumptions, wrenches that factor in… - that can cause our products to fail.