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Neil Wardrop - Channel 4 Personas


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User Centred Design is a fairly new discipline for broadcasting organisations. However with increasing focus on digital output especially Video on Demand the user is becoming more central to the business. In this talk I’ll explain how we went about creating Personas for Channel 4 and how we ensured they were adopted more widely than just within the UX team.

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Neil Wardrop - Channel 4 Personas

  1. 1. Welcome to UCD2012 Sponsored by Supported bySupporters Sponsors Organiser
  2. 2. Channel 4 PersonasCreating a design tool for a broadcasting organisation
  3. 3. Who’s the audience? • Designers (External and Internal) • TV / Digital production companies • Dev teams • Commissioning Editors • Heads of department • Commercial Teams • Ad Sales team
  4. 4. Main data source • Original ‘Futureproof’ survey conducted by Kantar in Q4 2010 • 1800 respondents, nationally representative • Segmentation based on attitudes not just demographic data • 8 Segements found Attitudes Behaviour and usage Brands and Devices Favourite Products shows
  5. 5. Channel 4 personas
  6. 6. Channel 4 personas
  7. 7. Channel 4 personas
  8. 8. Channel 4 personas
  9. 9. Channel 4 personas
  10. 10. Channel 4 personas
  11. 11. Value of personasWho are the users? Content interestsContext - where will How will they bethe users be? using the service?
  12. 12. Keeping it up to date• Original survey was in 2010• Update conducted by Kantar in April 2012• Segmentation based on attitudes not just demographic data• Addition of a social media dimension
  13. 13. The segments evolved Similar attitudes, more use of VoD Slightly older Older and Younger groups, Vod Focus still More Female, social networks More Male, Slightly older Even Gender, slightly younger All have digital TV, even gender More even age spread, focus on social
  14. 14. Summary• Use as much real data as you can get• Engage with others within your organisation to help construct them• Try to make them as visual as possible• Keep them up to date – iterate• Shout about them
  15. 15. Welcome to UCD2012 Sponsored by Supported bySupporters Sponsors Organiser