This presentation was done as a part of the workshop directed at the team of professionals and entrepreneurs. The focus was on understanding the target users with the help of various tools and methods such as Personas.
WITH TELECOMMUNICATIONS,THE DISTANCE BETWEENPOINTS IN THE NETWORKHAS REDUCED SIGNIFICANTLY.
TIME AND SPACEARE LESS IMPORTANT THANSTORY & PARTICIPATION
TODAY, CUSTOMER EXPERIENCE IS TRANSFORMING BUSINESSES. 1900-1960 1960-1990 1990-2010 2010-? AGE OF AGE OF AGE OR AGE OFMANUFACTURING DISTRIBUTION INFORMATION THE CUSTOMER
THE PROGRESSION OF ECONOMIC VALUEHigh Relevance High Differentiation Cu sto INFORMATION SERVICE n m tio iz a Optimum Experiences a itiz tio POSITIONED COMPETITIVELY od n m m CUSTOMER NEEDS Co Cu s LATE INDUSTRIAL om t ion iz Essential Services at at io itiz n od m m Co EARLY INDUSTRIAL ion Basic Goods at itiz od m m Co AGRARIAN Core CommoditiesLow Relevance Low Differentiation Cost Driven Premium PRICING STRATEGY
THE CONSUMER IS INFORMED, IN CONTROLAND ENGAGES WHEN HE/ SHE FEELS LIKE ITThe traditional view of brands telling consumers what they shouldknow, is gone. They have little control over what is said about them.
CONSPIRING MORE THAN FOLLOWINGConsumers cultivate lines of sight to information andideas that reinforce a sense of identity and kinship.
REACHING THEM IS A CHALLENGE,ESTABLISHING DIFFERENTIATIONIS EVEN MORE DIFFICULT
OLD NEWDemographics Culture Testing Discovery A vs. B NarrativeHistorical Data Real-Time Data Surveillance Sousveillance
SUBJECTIVE / QUALITATIVE Focusd on EXPERIENCES (People, Activites, Context) IDENTITY Has personal significance MEANINGFUL EMOTIONS PLEASURABLE Memorable Experience CONVENIENT Easy to use, Intuitive VALUES USABLE Can be used without difficulty RELIABLE Is available & accuratePERFORMANCE FUNCTIONAL Work as programmed Focusd on TASKS (Products, Features) OBJECTIVE / QUANTIFIABLE
“A persona is a user archetype you can use to helpguide decisions about product features, naviga-tion, interactions, and even visual design.” - Kim Goodwin, CooperPersonas are a representative behavior and activ-ity profile for a customer base. They are contex-tual and specific to the particular application orservice.
PERSONAS INGREDIENTS Demographics Psychographics Webographics Relationship with the business Specific Goals / Needs Context of Usage Interaction of Usage Information of Usage Emotional Goals of usage Sensory / Immersive character of usage Accessibility issues
PERSONA IS NOT SAME AS USER SEGMENT SEGMENT PERSONAS Age Behaviors Income Goals Gender Attitudes Other Demographics Sell to People Understand the people behaviour
HEAD, HEART & HAND PRACTICAL & SOCIAL ACTION ENGAGEMENT STORY & STRATEGY RATIONAL SENSING INTENTION INTEGRITY & ALIGNMENT EMOTIONAL PURPOSE AWARENESS & CONFIDENCE
HEAD, HEART & HANDEVALUATE A PRODUCT / SERVICE USING THESE THREE LENSES: HEAD: What makes it logical and sensible? HEART: What makes it emotionally engaging? HAND: What makes it tangible and practical?List the characterisitcs or features that appeal to each lens.Score them from 1 to 10 to evaluate strength or weaknesses.
You can choose from:or any other well known product or service.
ADITYA KEDIA Design Strategy Consultant +852 5414 2376 email@example.com www.adityakedia.com EMERSENSE CRAFTING MEANINGSHUMAN-CENTRED DESIGN | NEW PRODUCT DEVELOPMENT | SERVICE DESIGN | INNOVATION MANAGEMENT USER RESEARCH | DESIGN ACTIVISM | RETAIL STRATEGY | BRANDING | STYLING | INTERIOR DESIGN