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Visualizations with Empathy: Developing Audience Personas

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Presentation from Evaluation 2016 featuring ideas for how evaluators (and other data viz designers) can use the develop of personas to segment and understand their audiences. Instead of thinking just of stakeholder groups and job titles, we approach understanding audiences by developing empathy, borrowing from human centered design.

Published in: Design

Visualizations with Empathy: Developing Audience Personas

  1. 1. Visualizations with Empathy: Developing Audience Personas Amanda Makulec John Snow Inc. Visual Analytics Advisor
  2. 2. How we often think of our stakeholders. Washington D.C.: Networking Capital of America
  3. 3. Think beyond job titles and affiliations.
  4. 4. Each persona represents a significant portion of people in the real world and enables the designer to focus on a manageable and memorable cast of characters, instead of focusing on thousands of individuals.” persona, n. “A persona is depicted as a specific person but is not a real individual; rather, it is synthesized from observations of many people. From: https://www.smashingmagazine.com/201 4/08/a-closer-look-at-personas-part-1/
  5. 5. Credit to ThinkPlace Foundation, from the Innovations for Maternal, Newborn & Child Health Initiative’s Care Community Hub
  6. 6. empathy
  7. 7. Co-facilitated persona development in six countries with evaluators, program teams, and government staff
  8. 8. steps to develop simple data viz audience personas
  9. 9. 1. Pick your stakeholder groups
  10. 10. 2. Identify key personas within a stakeholder group
  11. 11. motivators
  12. 12. roadblocks & pain points
  13. 13. priorities
  14. 14. analytic literacy
  15. 15. Informed about your issue Awareness of your issue Unaware and not familiar with your issue Aware of your issue but mostly uninformed Aware of your issue but inaccurately informed Very aware & accurately informed knowledge of your issue
  16. 16. values Credit to ThinkPlace Foundation
  17. 17. a tool for dialogue
  18. 18. sample template
  19. 19. Ministry of Health Rachel The Technocrat Pascal The Politician for example segmented to
  20. 20. Wants stories Wants numbers Motivated by passion Motivated by money Act based on feelings Act based on data Resilient problem solver Frustrated bureaucrat Champion for your issue Oppose your issue mapping by dimension
  21. 21. Wants stories Wants numbers Motivated by passion Motivated by money Act based on feelings Act based on data Resilient problem solver Frustrated bureaucrat Champion for your issue No knowledge of your issue mapping by dimension Rachel the Technocrat Pascal the Politician
  22. 22. find your persona
  23. 23. Not just job titles stakeholder groups organization names Focus on the human side of your data viz audience.
  24. 24. rad resources HCD Facilitation Tools dschool.stanford.edu/ use-our-methods Understanding Audiences smartchart.org
  25. 25. Follow @JSIhealth Amanda Makulec amanda_makulec@jsi.com @abmakulec

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