Data Driven Personas

Data-Driven Design Research Personas UPA 2007

What. Why. Where.

What is a persona?

“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 for a customer base.

Personas are contextual and specific to the particular application or service.

Why do we have them?

The average user doesn’t exist.

Keeping the you out of user and customer.

What kinds of personas are there?

Marketing & design research

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

Design research personas can be used for research

Design research personas can be used for recruiting

Design research personas can be used for customer service

Design research personas can be used for training

Design research personas are

Design research personas are data-driven

Design research personas are not a set of demographics

Knowledge. Activities. Interests. Influencers. Goals. Frustrations and pain points.

Where does the data come from?

Design research personas include multiple data sources

Both internal...

Key stakeholders, web analytics, and customer support.

...and external

The customer, customer advocate, and someone you know.

Presenting the Data

Do Te ma in ch no Kn o lo gy wle K n dg ow e le Ex dg pe e In rie te nc e rn al Re se a 1 2 3 4 5 In rch T tra ne ool tS s ea rc Co m m Go h un og ity le Pa ge s Bl og s IM Em ai l Ph Sh o a re ne d Dr ive s Co nf id en ce 1 2 3 4 5 & T Pr od rust uc tiv it y Co m m Re u so Th nit ur y e ce M Sou an ag rce em en t

How do you test and validate your design research personas?

The reality check.

The someone you know check.

Did we have lunch together yesterday?

Have you spoken to them on the phone recently?

Stages of the Persona Life-cycle

Okay, so I have my design research personas. Now what?

Development

Maturation

Retirement

Common Pitfalls and Mistakes

Marketing vs. research design personas

Large persona sets

Too much personal information

The recycle trap

Not used throughout the design research process

Exercise: Persona Shootout

Michael Do Te ma in ch no Kn o lo gy wle Kn dg ow e le Ex dg pe e rie nc e Knowledge Pr od u 1 2 3 4 5 Ne ct T w ra in P Pr rod ing od uc Al uct t In f te rn Sel o ec at e tio n Co Sel e m pe ctio ns tit iv Ca e In Ac se S tel t ce ss udi or es y Qu Fin Activities and Interest de ot e Bu r ild e Re r po rts 1.0 Highly Seasoned Do Te ma in ch no Kn o lo gy wle Kn dg ow e le Ex dg pe e rie nc e Knowledge Pr od u 1 2 3 4 5 Ne c t T w ra in P Pr rod ing od uc Al uct t In f te rn Sel o ec at e tio n Co Sel e m pe ctio ns tit iv Ca e In Ac se S tel t ce ss udi e or yF s in Qu Activities and Interest de ot e Bu r ild e Re r po rts

Exercise: Segmentation and Patterns

The Hunter Gatherer

Do Te ma in ch no Kn o lo gy wle Kn dg ow e le Ex dg pe e In rie te nc e rn al Re se a 1 2 3 4 5 In rch T tra ne ool tS s ea rc De pa Go h o rtm en gle tP ag es Bl og s IM Em ai l Sh Ph o ar ed ne Dr ive s Co nf id en ce 1 2 3 4 5 & T Pr od rust uc tiv ity Co m m Re u so Th nit ur y e ce M Sou an ag rce em en t

The Worker Bee

Do Te ma in ch no Kn o lo gy wle Kn dg ow e le Ex dge pe rie In te nc e rn al Re se a 1 2 3 4 5 In rch T tra ne ool tS s ea rc De pa Go h o rtm en gle tP ag es Bl og s IM Em ai l Sh Ph on ar e ed Dr ive s Co nf id en ce 1 2 3 4 5 & T Pr od rust uc tiv ity Co m m Re u so Th nit ur y e ce M Sou an ag rce em en t

The Hive Tender

The Librarian

Do Te ma in ch no Kn o lo gy wle K n dg ow e le Ex dge pe rie In te nc e rn al Re se a 1 2 3 4 5 In rch T tra ne ool tS s ea rc De pa Go h o rtm en gle tP ag es Bl og s IM Em ai l Sh Ph o ar ed ne Dr ive s Co nf id en ce 1 2 3 4 5 & T Pr od rust uc tiv ity Co m m Re u so Th nit ur y e ce M Sou an ag rce em en t

The Supporter

Exercise: Creation

Create personas for a Company Intranet

Create personas for a mobile communication product/service

Don’t forget their Knowledge. Activities. Interests. Influencers. Goals. Frustrations and pain points.

Ready. Set. Go.

Exercise: Presentation and Critique

Data-Driven Design Research Personas UPA 2007

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Data Driven Personas

by Todd Zaki Warfel

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