Personas - working intuitive, based on facts

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    Personas - working intuitive, based on facts - Presentation Transcript

    1. Working intuitive, based on facts. Introducing personas for design productions Christof Zürn creative director interactive 30-01-2009 2, 3, 4 DI M E NSI ON AL DESI G N 1
    2. Three problems with information and design 30-01-2009 Persona - what is it? 2
    3. 1 Translating user data meaningfully into design is difficult. Design decisions are complicated and are made over time. 30-01-2009 Persona - what is it? 3
    4. 2 Those doing the research aren’t the ones building the product: • Executives, business strategists, project managers, product managers, designers, developers, marketing-, communications consultants, technical writers, copywriters, etc. • How do you communicate information about the target customer to all of these people? 30-01-2009 Persona - what is it? 4
    5. 3 When developing a rich product with a large team, few people have the same users in mind when making decisions that affect the user experience. 30-01-2009 Persona - what is it? 5
    6. What you get: 30-01-2009 Persona - what is it? 6
    7. What are personas? •a vivid, story based, trusted description with pictures • exemplarily: goals, tasks, attitude, behaviour • based on facts: observations, interviews with ‘real people’ ... and they are never ‘ready’ begin with version 0.1 30-01-2009 Persona - what is it? 7
    8. The solution: personas “Persona’s are not real people ... they are hypothetical archetypes of actual users ... defined with significant rigor and precision“ • Alan Cooper, the inmates are running the asylum “It’s not about how you sell something, it’s about how people buy!” • Michel Miller, Persuasion architect – Futurenow 30-01-2009 Persona - what is it? 8
    9. From target group to persona A website can have: 1 million visitors per month 20 market segments or target groups 5 persona’s ... you can also use it for products, marcom, etc 30-01-2009 Persona - what is it? 9
    10. Why use personas? Important part of a briefing for different agencies or departments • shortvisual summary instead of long reports • reusable for different projects (design, programming, SEM, etc.) Decision making instrument to guide and direct discussions, meetings and presentations A ‘tool’ against ‘groupthink’ or taste • or too corporate information • Better product quality • better match with the user • higher conversion It is used world wide by a growing number of companies 30-01-2009 Persona - what is it? 10
    11. Example 1 primary 30-01-2009 Persona - what is it? 11
    12. Example 3 primary 30-01-2009 Persona - what is it? 12
    13. Example 3 primary 30-01-2009 Persona - what is it? 13
    14. Persona life-cycle 30-01-2009 Persona - what is it? 14

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