Natalie Kerschner & Victoria White (BNZ)
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Personas With Attitude – The Journey to Understanding What Really Drives Our Customers
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Natalie Kerschner & Victoria White (BNZ)
- 1. Personas with Attitude: What drives our customers Natalie Kerschner Senior User Experience Specialist – BNZ Digital Victoria White Senior Business Analyst – BNZ Digital BNZ Digital @goodwithpixels #goodwithpixels
- 2. TRADITIONAL PERSONAS Based on demographic data Expensive and time consuming to create Not used often
- 3. ATTITUDINAL PERSONAS Based on attitudes and values Used in Ideation & Innovation sessions Integral to the development team
- 5. LEAN CANVAS
- 10. PERSONA DISCOVERY Brainstorm persona questions Interview customers who fit the personas Obtain data and insights to validate personas
- 11. IDEATION - HOW WOULD YOU MAKE ME HAPPY?
- 14. INTERVIEWS
- 16. GROUPING
- 17. LABELLING
- 18. CREATING SLIDERS
- 23. NAMES AND PHOTOS
- 24. ADOPTION AND USE Getting personas used Getting buy in from the business
- 25. THE VALUE WE HAVE SEEN “Just watching our tester’s face at our first persona session, it was like a light going off as he finally got it.” “Our personas have saved us so much time” “We don’t know who we are building this for, so lets not build it” “What does Mike want?” “What would Mike think?” “How would Mike feel?”
- 26. Thanks for listening Any Questions?
Editor's Notes
- Natalie Introductions Personas quiz - Who has used personas before? Who has created them, stuck them on the wall and not used them again? So what are personas…?
- Natalie: Traditionally in Digital ….. …….been expensive and time intensive so using assumption or ‘best guess’ personas. Victoria: Specific market segment Agri e.g. assumes all agricultural customers want the same experience from our digital channels. Middle aged farmer in his swandri shirt standing next to a tractor with his dog. Not a persona, a stereotype that brings all kinds of inherent associations along with it. Role e.g. the payroll clerk or the payment authoriser. One dimensional personas, based on tasks Approach tasks differently in different contexts Real people Teams modelling personas based on individuals they had spoken to. Quotes from customers Danger associated back to a single person Not building solutions for just one person.
- Natalie Based on deep dive qualitative research. They are focussed on the hidden insights such as attitudes, motivations and values. They are unconnected to demographics and they are usually only found in customer experience and insight teams These personas represent the range of customers an organisation has, based on their attitudes, motivators, values and propensities towards certain behaviours.
- Victoria: Same demographic, same market segment but very different attitudes to life. In context being good with money Ben; knows how much, stacks up coins, counts his booty Saves up, knows how much he is short, child labour $2 treasure Jamie: couldn’t really care less. Coins are for pocketing along with rocks and twigs. N Not interesting in earning money If coins get lost, no dramas. Youngest takes great delight in stealing Jamie’s wallet, lets not dwell! Useful? Mobile app for children. Ben - balance in shining lights, savings goals, target rewards, virtual coin stacking Customer for life constantly logging in and tweaking aspects of his large investment portfolio. Jamie – make it fun, a game. Earn points virtually pin balling his cash around an interactive space garden of coin eating robots. Least to do with banking as possible. Make it easy as possible and just tell him when there is a problem. Customer for life, switching too much hassle Point - Demographics and market segments will be constantly changing, but thier values and attitudes, how that drives their behaviour will be fairly constant (and most importantly predictable) in comparison.
- Natalie lean principles, - ‘Deep customer empathy’ over assumptions and speculation.
- Natalie Business personas, as these are more complex than the Retail ones. 3 components that make up the persona 6 individuals in business personas 6 business profile personas 6 project persona worksheets
- Victoria Business Persona in depth The Dynamos (Eneka) Passionate, visionary, young, happy, friendly… Culture – Autocratic vs Family Life stage – Fresh & growing vs Older & established Governance – Relaxed vs stringent Technology – Scares the shit outta me vs Bring it on Company culture Owners and CEO’s Road ahead Technology
- Natalie Individual Persona in depth Time in role – Change jobs like I change my pants vs I’ll never leave Work/life – I’m outta here at 5pm vs I never switch off Strategic focus – Deep in the details vs Blue sky thinker Technology – Scares the s**t outta me vs Bring it on About me How I work Support Technology
- Victoria Project persona In a persona workshop we get people to individually think about each of the following sections…. About me section? Who am I? What are the tasks I perform? What are my needs? What are my painpoints? What will make me happy? We invite the core team, designers, change managers, comms and any other core stakeholders to the workshop. We refer back to our core problem/opportunity and any associated hypothesis statements and come to a consensus on the organisation and individual attitudinal personas we feel are most appropriate. At this stage we may have already spoken to a number of customers, so have a fairly good understanding of their needs. They write up their thoughts on post-its and add them to the board. If there is something that the group vehemently disagrees with it is put to the side. Once all the ideas are up, the various post-its are grouping into common themes. For each section, prioritise the grouping into more important and less important themes to obtain a top five. After the session a sub-group take on the task of fleshing out the themes and filling in the persona template. So at the end, teams have one or more 3 part personas. We normally recommend one primary persona and one or two secondary personas at most. At this point we often find that there are holes in some of the information which we need to go out and research more. The important thing to note here is that the persona’s are not static. They can be changed as the team talk to more customers and learn more about their needs, pain points and the like. .
- Victoria The next stage is that we brainstorm the questions we want to ask our personas. What are the assumptions we need to validate? We then find a number of different customers that fit our persona profile and go out and talk to them. If we find that we have it drastically wrong, we go back and update the personas accordingly. We also try to obtain data and insights to support the assumptions we have made, where appropriate.
- Natalie We then move on to the Ideation phase, which is the part that everyone is most eager to get to.. So, now it is your turn to get involved…. Lets say you are looking at improving notifications within your system. How would you make each of these personas happy…? Think about the delivery method, the timing, the content of those notifications. Anyone what to throw up some ideas as to what will make the Ol’faithful happy…. ?? Out at five o clock - will not want notifications on their phone going off throughout the night. Maybe they want the ability to set social hours? Deep in the details – provide the detail they need to take action. If it’s a notification that they need to authorise a payment, who is it for, how much is it for, who created it? Maybe they even want to know if it is a new payee or someone who has been paid before… Technology – needs to be a delivery method they are confident in. It needs to look and feel intuitive, familiar. Victoria What does the Astronaut want… Never switches off – require instant notification Blue sky thinker – just give them the key points, succinct and to the point Technology – happy to download a new app, if it means they can take action directly on their phone without having to log in elsewhere
- .Natalie Keep personas integral to the feedback loop – part of the development lifecycle Inherent part of what we are doing
- So how do you go about developing a set of attitudinal personas for your business.... Hopefully you are now inspired so now we want to help you on your way to developing your own personas….
- Natalie We brought together a task team including an industry expert for eight weeks. Interviews – 26 x 1 – 2 hour interviews Victoria This was a fantastic opportunity for us to go out and visit a wide range of people who were using our channels, in their own environment. We would see first hand the pressures they were in, the social interactions, the office politics, the stacks of paper, the pain points. However, the real gold was what they thought about the work they were doing, how did it make them feel and how did that impact their behaviour. Attitudes to security, mobile, time pressures, the need for complete control, trust of others within the organisation etc, all played a part in how they interacted with the bank. It was also an insight into their entire customer experience with us, not just focusing on the digital channels but all of their touch points with the bank. What struck was also how happy these people were to talk to us. They were open and honest and really appreciative of our desire to understand their pressures and needs. The visits weren’t really ‘interviews’, we didn’t go with a list of 50 questions. We went with a list of topics we wanted to cover and we just had a conversation with them.
- Natalie Gathering insights – The great wall of post- its Victoria This was pretty overwhelming and very time consuming. As beautiful as it looked, our main learning here was that next time we would type the insights out once into a spreadsheet and print them individually from there. So, we’ll be looking to up our investment in blu-tack for the next round of persona research. If you chose to go with the post-it approach, just make sure you have a good identification system and stock up beforehand. People do not take kindly to being asked to give up their secret stashes of post-its! Unless they are the pink ones, no one wants those apparently.
- Natalie Grouping – multiple individuals grouping Victoria In terms of learnings here, get a bigger room. Have lots of snacks. Make sure you have the super-sticky post-its as you do not want to be grouping those beauties more than once. Get everyone involved. It is fun, and really great to see people from all disciplines getting involved. We had various heads of business getting stuck in to the process too, and they really got a lot out of it. The point here is that by getting everyone involved it is not just one person’s view on how things should be grouped, the end result is a multi-disciplinary consensus.
- Natalie Labelling – Using a variety of volunteers from Digital we had them label our groups with titles that made sense to them in a blind voting system. Victoria These labels were important as they were later incorporated into the personas. It is important to use the term that is most meaningful to people and really encapsulates the essence of the grouping.
- Natalie Creating Sliders - We then created ranges with our insights, grouping similar insights and then putting them on a range with different measures such as Pro mobile phone or anti mobile for work.
- Victoria Analysing Sliders We then reviewed all the sliders and identified the key ones that we felt would have the biggest impact to include in the personas. From this we identified key ‘factors’ that we wanted to include in our persona. The factors are the types of information that will have the biggest impact on how we make decisions about our customers. These factors and associated insights that would have the biggest impact were then incorporated into the personas.
- Natalie Creating the draft Personas - We created 6 business personas that represent the different types of businesses BNZ has as customers and 6 individual personas that represent the types of people who work in these companies. Victoria We settling on some main headings, the about me section, how I work, my support needs, my attitude towards technology and their position on the sliders. We also included a quote that encapsulated their persona ‘Busy, busy, busy there is always a lot for me to do’- this persona became ‘The Deputy’. The astronaut - ‘This is much more than just a job’
- Designing the Personas Natalie We then worked directly with a designer to create our personas. Having a radically different three stage persona meant that design consideration was imperative. We needed the personas to look professional, authentic, be memorable, invoke the right response at first glance, be distinguishable, empathetic and easy to use. Victoria We also wanted the design process to be inclusive, in order to maximise the buy in from teams. So we put the draft personas up in the kitchen for a week. We supplied a range of photos and names to choose from and invited people to vote for the most appropriate. The response was great, it sparked further interest in the work we were doing and we immediately found that people started working out which one they were. This was great, as it immediately started bringing the personas to life and helping drive out empathy towards our customers as real people, whose values and beliefs may or may not be similar to our own.
- Selecting colours and imagery Natalie Colours, their combinations and the specific tones used were carefully selected to reflect the personality of the personas and invoke the right associated emotions. The use of colour is very powerful, as it generates a sub-conscious response. Visually, it also helps people clearly distinguish between the different personas and makes them more memorable. Victoria There is a whole lot of research on colour psychology which you can dive into at your leisure. It varies across cultures but in the western world blue for example is largely seen to be a colour of intelligence, mental focus and productivity. Whereas, yellow exudes creativity, optimism and extraversion. The point is think about the personality first, then find the colour, tones and combinations that most effectively reflect that persona and invoke the right emotional response.
- Selecting persona names and photos Natalie representative of a real, lifelike person. No staged stock photos, no clichés. Arguments over stereotypes Unconscious bias Identifies were shortlisted and voted on We also provided a choice of names for voting, as it was important that teams felt the personas were akin to real people. However, we were also keen to give the personas a memorable tag line that really encapsulated the personas personality at a glance.
- Natalie - Everyone new the persona work was going on and many had been involved. The next stage was to launch them… We have then all up on our wiki, with guides on attitudinal personas, what they are, how to use them and how to run persona workshops. UX and Practice coaches have facilitated the persona sessions and hand held the teams through the process. As the teams have become more familiar with the sessions, we have found that they are much quicker to run as people are quick to hone in on the ones that are most appropriate to the problem they are working on.
- Victoria We are going to finish off with the value that we have seen to date… Teams are constantly asking, when can we have our persona session. They find that being able to visualise who they are building for, really helps them generate ideas for how we can best solve their problems and deliver something that will be of real value. What would ‘Mike’ want or what works best for a ‘dinosaur’ are the kinds of questions that teams are now asking to help make decisions. Moreover, teams are starting to ask “What would Mike think”? and ‘What would Mike feel?” . Stories and acceptance criteria are being written using the personas, ensuring that each story is of value to the persona they are building it for. It also saves them time by just referencing the persona by name as everyone in the team immediately has a common understanding of the needs and pain points they are trying to address. We recently started looking at a sizable piece of work that had been on our backlog for a while. It was given to a team to validate and at the persona session it became clear that the team had no consensus on who they would be building it for. Shortly afterwards, the work was descoped.