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Data Driven Design Research Personas
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Data Driven Design Research Personas

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Data driven design research personas and the persona DNA profile.

Data driven design research personas and the persona DNA profile.

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Data Driven Design Research Personas Data Driven Design Research Personas Presentation Transcript

  • data driven design research personas Todd Zaki Warfel, Messagefirst
  • “A persona is a user archetype you can use to help guide decisions about product features, navigation, interactions, and even visual design.” - Kim Goodwin, Cooper
  • “A persona is a user archetype you can use to help guide decisions about product features, navigation, interactions, and even visual design.” - Kim Goodwin, Cooper
  • Personas are a representative behavior and activity profile that are contextual and specific to the particular application or service.
  • Personas are a representative behavior and activity profile that are contextual and specific to the particular application or service.
  • Why use them?
  • The average user doesn’t exist.
  • They keep you out of user.
  • They keep you out of user.
  • As a design research tool, they are a powerful way to communicate knowledge, activities, interests, influencers, goals, and pain points.
  • As a design research tool, they are a powerful way to communicate knowledge, activities, interests, influencers, goals, and pain points.
  • Design research personas can be used for design
  • They can be used for research
  • Design research personas can be used for recruiting
  • Design research personas can be used for training
  • Tips for making better data-driven personas.
  • Multiple sources keep things in balance.
  • Internal sources can be stake holders, web analytics, and customer support.
  • External sources can be customers and someone you know.
  • Basing them on someone you know keeps them grounded and more realistic.
  • Only build what you need.
  • Getting it all on one page is tricky.
  • Not bad. But there’s a better way.
  • Do Te ma in ch no K n o lo Lifecycle gy wle Kn dg ow e le Ex dg pe e r ie nc e Knowledge 1 2 3 4 5 Ev er Ju gre e Fin st-in n - d a M Tim or e tg a Re ge fin an c In su e Fin ra n d a L ce en d Ad er Fin ver Activities and Interest d tis aR e ea Ca lto lcu r la to rs
  • Make sure you test and validate your personas.
  • Reality check.
  • Are they someone you know?
  • I think we did lunch.
  • I talked to him on the phone last week.
  • Common Mistakes
  • Marketing vs. design research personas
  • Large sets
  • Too much personal information
  • The recycle trap
  • Not used throughout the process
  • data driven design research personas Todd Zaki Warfel, Messagefirst