So You Know Who Your Consumers Are … Now What?: Using Personas to Get to the What, Why, and How

1. !
!" #"
$ !
! %! &" '! %
!
! ! #"
$ !
( % &" '! %
!
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 1

2. ) ! '!
* '
"
–
–
–
–
–
" "
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 2

3. + '!
'! ' ! ! ' ,
! !%
"! " + - , !
+ " ! " , ( " !, !
! '! ! "
+ " + "" %
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 3

4. . '!
! #
" $
%& (
') ')
)*
+ ,- . /
" 0
1 ,( )
)
"
! 2)
)3 ')
)*
4 .
5 6 4
4
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 4

5. /
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 5

6. 0 ! 1 + .
" , "
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 6

7. "
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 7

8. 2 '"
/4 /
7 8
/ 9 :
4
;
<
7
4
4 /
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 8

9. . $" !
= > ?
,@
@@ /
A . B
–
C
C
–
1
– 4
; 4
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 9

10. * " '
4
<
–
–
– D
– 7
– A
– "
– 1 /
–
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 10

11. 3 ( ,%
"
5 / ! "
C E > C E
/
C =
C =
( "
'
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 11

12. . " (
<
7
7 /
4
/
.
Cisco Personas
<
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 12

13. ' ! ! 4,
" " 4 ( ""
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 13

14. Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 14

15. ' "
Todd Warfel
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 15

16. Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 16

17. ' ,
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 17

18. "
/
<
D 6
8
8 4
4 8
0 / 4
4
4
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 18

19. ! , '
'
"
8
=
5 /
!
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 19

20. Getting started
Forming the team
Collecting and analyzing data to drive the personas
Creating personas: elements of a good persona
Validating the personas
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 20

21. Getting started
Forming the team
Collecting and analyzing data to drive the personas
Creating personas: elements of a good persona
Validating the personas
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 21

22. "
–! .
–
– 4 1
–
–
–
–0
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 22

23. 2" '
4
<
F 84 F
<
! 4 .
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 23

24. 3 "
+ 5
" " 6!
,<
– D
– D
–
– "
– 4 4
'< G G <
(< > 4 <
H< / 4 <
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 24

25. 5 ! "
+ !
= I ; . D /
4 ;
/ 4<
1 <
4 D
< /
<
<
; <
9 <: 8
J
4
<
<
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 25

26. 3 "
7 " 8"
" 4
E
E ; / 4
5 4
E >
8
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 26

27. Getting started
Forming the team
Collecting and analyzing data to drive the personas
Creating personas: elements of a good persona
Validating the personas
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 27

28. . "
. 4 <
– K 4 / .
<
D
– / !50 4 /
– ! 4 /
– 1
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 28

29. 3$ " '
" "
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 29

30. *
Analysis Data Oriented
focuses on
patterns
Design Oriented
Analysis is
drawn to
unique and
extreme
cases
Less Structured in Very Structured in
Research Plans Research Plans
and Data Collection and Data Collection
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 30

31. ' (
"
C
C
4
C .
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 31

32. , ' ! " '
* / * /
A 0
5
4
The design-oriented approach The data-oriented approach taught
enabled the team to recognize the team to carefully weigh their
new learning opportunities, and to judgments against the evidence
trust their instincts.
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 32

33. Getting started
Forming the team
Collecting and analyzing data to
drive the personas
Creating personas: elements of a good persona
Validating the personas
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 33

34. !
$
– $
– +
– L
5
– 1 7> 1 7 4
– $ 4 1 9
/8 :
– !
– " 8. /
– 7 4 4 4 4 / 4
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 34

35. *
35
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 35

36. 2 ( ' ,
36
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 36

37. 1
A . !
– D
–
$
– 7 4 4
–
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 37

38. Getting started
Forming the team
Collecting and analyzing data to drive the personas
Creating personas: the elements
of a good persona
Validating the personas
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 38

39. 2 ' "
Archetype name
Identifying
details
Short,
memorable story
Goals,
motivations
Context,
environment
Values and
attitudes
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 39

40. "
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 40

41. Getting started
Forming the team
Collecting and analyzing data to drive the personas
Creating personas: elements of a good persona
Validating the personas
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 41

42. 7, " 8
! / P #
MI MO K ;
1 4
4 4 / <N
; / 4 >
/ ; 7; <
;
/ <N
42
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 42

43. ,
/ /4 <
! 4 /
! 4 /
4
>
– E4 >
!
43
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 43

44. ,
Candidates Considerations Participants
! B E4 B 4 4
E 4 B
B – $
– ! I 01 4
8 4
B – +
– 0 < <
. / B
–
< <
B
01
D 4 /8 –
B
– $
! 8
6 I
44
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 44

45. 2" ' , "
7 /> /, '<
– 1 I - B
7 7 / 4
<
C
C
7 7 /
1 <
4 <
K 4 <
K 4 <
$ 4 4
4 4 4 / 4 4
<
45
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 45

46. )' ' '
A 4
BI B
4 /
<
<
4
<7 4
/ 4 4
<
2 , ' "
!! ' + +
" + !! ( % 46
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 46

47. Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 47

48. 2 " " !
0>
D
8 .
7
4 4 4
– 7
– " 4
–
– 0 4
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 48

49. < < ! 5!
,@<
@@
4 P <
! <I ')
)@
5 ! QK R < "
# " $ %< 4$
')<
)-
L Q < & '
( <5 P
')<
)2
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 49

50. $ 3
) 3 # "
2 * ! + 9 ; <
: < =
9 < - 9< 3
; < < 2
Identity management and governance has become a focal point for companies trying to meet regulatory and industry
expectations around information integrity and accountability. Information is power and information security is more crucial
now than ever.
And whether it is the protection of proprietary technology, customer information or financial data, identity management
should be a key component of any corporate security strategy.
In December’s Perficient Perspectives we’ll look at Identity Management:
• What is it?
• The three keys to an effective identity management strategy:
• Business alignment
• Executive involvement
• Measurable results
• Identity management solutions
• Where does technology fit in?
• Why technology alone is not the answer
• How to assess your own level of corporate exposure to identity abuse and infrastructure vulnerabilities

51. . '!
< 6 ! 3
" >
1
<
4 < 6 '! /< 6 '!
Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 51