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

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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

Birth

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
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ch
no Kn
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Ex dg
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nc
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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
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Co Sel
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m
pe ctio
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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
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no Kn
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Kn dg
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Ex dg
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nc
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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
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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

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The Worker Bee

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The Hive Tender

Do
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In
te nc
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1
2
3
4
5
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De
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Em
ai
l
Sh Ph
on
ar
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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
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ag rce
em
en
t

The Librarian

Do
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In
te nc
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1
2
3
4
5
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tra
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ea
rc
De
pa Go h
o
rtm
en gle
tP
ag
es
Bl
og
s
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Em
ai
l
Sh Ph
o
ar
ed ne
Dr
ive
s
Co
nf
id
en
ce
1
2
3
4
5
&
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Pr
od rust
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tiv
ity
Co
m
m
Re
u
so
Th nit
ur
y
e
ce
M Sou
an
ag rce
em
en
t

The Supporter

Do
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ch
no Kn
o
lo
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ow e
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Ex dge
pe
rie
In
te nc
e
rn
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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

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