Challenges Of Persona Adoption with Clients

CHALLENGES OF PERSONAADOPTION WITH CLIENTS UX Camp Brighton October 2011 - Mat Walker

“It may seem counterintuitive, butdesigning for a single user is themost effective way to satisfy abroad population.” Alan CooperChallenges of Persona Adoption - UX Camp Brighton October 2011 @mat_walker

THE BIG SELLChallenges of Persona Adoption - UX Camp Brighton October 2011 @mat_walker

Personal profile Jacques is one of three Procurement Managers for Europe within a Global chemical Jacques - Purchasing company and has responsibility for buying raw materials for two business units in Europe, but needs to obtain information worldwide because of regional Responsible for purchasing in a global interdependence in his product areas. His main task is to ensure constant supply of materials to the plant to keep it running efficiently. His budget is over 300m euro chemical company annually. He does his own forecasting and uses consultants also. He relies on his networking in the industry for information as well as using published sources. He likes to be on top of developments in the market to give him ammunition in negotiations. He s often dealing with 3 suppliers per product so time is pressured.User Goals (what Jacques wants to do on the site) Business Goals (what we want Jacques to do on our site)•  I need to assess contract volumes vs spot volumes – price information and comparisons are essential.•  I m dealing with purchasing for a range of product and want to be able to access online information •  Use xxxx weekly reports/assessments across multiple products in one quick& easy download. •  Use xxxxxx to find what prices are going to be over the next period•  I need information to be accurate so I am confident the market is not mislead and that the information •  Occasionally, use xxxxx when buying on the spot market (which will not provided is not going to be corrected afterwards. happen frequently)•  I would like the opportunity to comment on some raw materials information for which we are a major •  Use xxxxxxxx to inform on market conditions and activity in supply and user. demand and to inform his negotiations with suppliers.•  It interests me to keep up to date with news but I don t have a lot of time for this. •  Use xxxxxx ry to justify any changes in purchasing spend to his•  I need to have background information on the petrochem market - since other partners (suppliers/ management customers) have it, I need to have it too. •  Refer to market wrap-up summaries•  I want my information sources to be future focused not just historical. •  Call our editorial team and use them as an expert resource to understand•  I need to know about what is going on in low(er) cost counties like China or Eastern Europe. I need supply chain issues. better information on the Middle East. •  Attend industry events•  I need to have confidence that the people I am sourcing information from understand their markets.•  I need to be able to provide evidence to my manager to justify my annual purchasing spend e.g. showing an increase in spend is due to market conditions rather than a lack of negotiation on my part.•  I need to have information on import volumes of certain products, for example if there seems to be more of a certain product coming from Asia it may signal to me that I should look to sourcing my supplies there.•  I need reliable pricing data for purchasing strategies. A typical day… Internet behaviour Internet experience: Reasonably proficient I check out capacity changes in the market that may have an Primary uses: Keeping in touch with what s going impact on supply and demand. If I hear of a shutdown this mayPersonal information on in the industry, trigger a discussion with a supplier. I rely on my network of industry contacts for information – I know all the suppliers and Favourite B2B sites: CMAI, Platts, DeWitt, ICIS Profession: Corporate Purchasing Hours online per week: 8 to 10 at work they know us. I put together some graphs to provide information Location: Paris Device: Desktop, laptop, mobile, not to our buying centres worldwide and have a meeting with the Age: 45 interested in ICIS on PDA sales guys to give them an overview of trends and drivers so Home life: Married with children they can justify any changes in our prices. I discuss with my Hobbies: Football, meals out, cinema Other information sources colleagues the potential for sourcing some product in low cost Favourite TV shows: History channel, documentaries Trade magazines countries like India or China. Personality: Versatile, efficient Networking: I do a lot of professional networkingChallenges of Persona Adoption - UX Camp Brighton October 2011 @mat_walker

Karen (50) PhD student in lm studies “Film is part of our culture and should be celebrated as an important global art form” Functional goalsChallenges of Persona Adoption - UX Camp Brighton October 2011 @mat_walker

Challenges of Persona Adoption - UX Camp Brighton October 2011 @mat_walker

Alice Karen (32) events organiser (50) PhD student and busy mum in lm studies “Film is a passion of mine,Nick I just wish I could nd “Film is part of our culture and should(21) recent graduate more time to indulge it” be celebrated as an important global“I want to get my knowledge art form”up of British lms and thebest in World cinema”Nick is 21 years old, and has recently graduated. Functional goals Functional goals Functional goals added. her thesis. knows. Experience goals Experience goals want to lose touch with. Experience goals entertaining way. she knows. content. Life goals Life goals Life goalsWhy is Nick a challenge? Why is Alice a challenge?He is hungry for information but doesn’t know where to start looking, he requires routes for exploration and Why is Karen a challenge?discovery. site has much to offer her. She wants the web site to allow her to interrogate the whole archive in whatever way she chooses.‘cool’ movie sites. She has a high level of knowledge and won’t tolerate uninformed or shallow content. something other people do.recognises and content he can understand. Karen wants to construct complex searches and has high expectations of receiving comprehensive results. Challenges of Persona Adoption - UX Camp Brighton October 2011 @mat_walker

Challenges of Persona Adoption - UX Camp Brighton October 2011 @mat_walker

ID Priority Wireframe No. Est. Size User storyduateknowledgeand thema” Alice (32) events organiserntly graduated. Functional goals and busy mum “Film is a passion of mine, I just wish I could nd knows. more time to indulge it” Experience goalsn entertaining way.D student Life goalsstudiesart of ourd shouldted as ane? global Functional goalst doesn’t know where to start looking, he requires routes for exploration and added.understand. Functional goals would really like it her thesis. Experience goals PO . Experience goals would expect it content. might use it it Unit Test Life goals Life goals Is unlikely ever to use it a challenge? really dislikes it User Test b site to allow her to interrogate the whole archive in whatever way she chooses.vel of knowledge and won’t tolerate uninformed or shallow content. hallenge? nstruct complex searches and has high expectations of receiving comprehensive results. r her. Challenges of Persona Adoption - UX Camp Brighton October 2011 @mat_walkerple do. ID Priority

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Challenges Of Persona Adoption with Clients

by Mat Walker

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