Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Personas: The Cause of, and Solution to, All of Life's Problems

1,059 views

Published on

Jonathan Podolski's presentation from Mad*Pow's sponsored session at the UXPA Boston 2015 Conference

Published in: Design
  • Get Paid For Your Opinions! Earn $5-$10 cash on your first survey. ◆◆◆ https://bit.ly/2Ruzr8s
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Personas: The Cause of, and Solution to, All of Life's Problems

  1. 1. Design for People Mad*Pow is a design agency that improves the experiences people have with technology, organizations and each other.
  2. 2. 2 Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  
  3. 3. 3 Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  
  4. 4. Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems   4
  5. 5. Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems   5
  6. 6. Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems   6
  7. 7. Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems   7
  8. 8. JOURNEYMAPPING  WORKSHOP  Where  did  they  park?   Why  here  and  not  a   compe2tor?   What  drink  were  they  in   the  mood  for?   Did  they  find  the  staff   friendly?   How  was  the  final   product?  
  9. 9. Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  
  10. 10.   Expecta2ons   Emo2ons   Value   Loyalty   Advocacy   Understanding   Happiness   Delight   Ability   Confidence             Training   Policy   Process   Infrastructure   Loyalty   Mo2va2on   Communica2on   Consistency   Efficiency   Sustainability          
  11. 11. Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems   Personas   Personas  are  not  real  people,  but  they  are   based  on  the  behaviors  and  mo5va5ons  of   real  people  we  have  observed  and   represent  them  throughout  the  design   process.  They  are  composite  archetypes   based  on  behavioral  data  gathered  from   the  many  actual  users  encountered  in   ethnographic  interviews.  They  describe   pa<erns  of  behaviors,  needs,  goals,   expecta5ons,  senses,  knowledge,  etc.  of   the  people  who  will  interact  with  your   crea5on.   They  are  the  characters  in  our  stories  
  12. 12. Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems   Common  components  of  personas:  Behaviors   that  related  to  the  design  challenge  at  hand     «  A  name   «  Photo  or  visual  resemblance  (that  does  not   infer  a  demographic)   «  Relevant  behavior  stats  (related  to  the  design   challenge)   «  Emo2ons  or  emo2onal  state   «  Challenges   «  Goals   «  Connec2ons  and  associa2ons  with  other   personas  
  13. 13. Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  
  14. 14. PERSONA  CREATION:  A  GUIDE  
  15. 15. Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems   15 1.  Behavior  over  demographics    
  16. 16. 16
  17. 17. Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems   17 2.  One  size  does  not  fit  all        
  18. 18. 18         Thinking Goals Hearing Seeing Feeling Challenges
  19. 19. 19        
  20. 20. Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems   20 3.  Avoid  ambiguous  details  
  21. 21. Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems   21 4.  Acknowledge  that   someone  will  need  to   translate  this.  (be  as  concise   as  possible)        
  22. 22. Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems   22 5.  Win  at  the  game  of  telephone     “Empathy”   “CAKE!”  
  23. 23. Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems   23 6.  Qualita2ve  personas  need  qualita2ve  research      
  24. 24. PERSONAS   “I Started family life early and was not able to complete all the college level education that I wanted. With the job I have, now is a great time to go back to school. I love the concept of online courses, this allows us to manage my time with work and family.” VARIABLES INFO GOAL Existing Education Motivation Time Management Clear Sighted Stability age 32 Professional Married with Children THE IDEAL STUDENT For me going back to school was less about starting over and more about advancing my existing career. Having this degree is just what I need to move further up the ladder. Attending an online university was a no-brainer. I already experienced the brick & mortar traditional college life a few years back. I received an associates degree at the local community college and the only real difference with AIU is that I can attend classes in my living room and not loose any time with the family. Other than getting used to the online tools, the edu- cational experience is familiar. I don’t need that much support (other than from my professor in advanced calculus). QUICK NOTES • Has easy access to computer, internet and familiar locations to focus on course work. • Has a support team at work and at home to help with prioritization and time management • Has financial resources to afford going to school and supporting daily life at the same time. • Knows exactly why he or she is in school, has clear objectives and future career goals. • Is familiar with higher education and requires little additional support and or motivation to achieve success. Looking to take my existing career to the next level. A degree from AIU is just the thing I need to push things forward. NEEDS FRUSTRATIONS • A quiet desk and few free hours and the internet • A legitimate accredited school to help me ad- vance in my career. • Balancing schoolwork, existing job responsibili- ties and family. • Having credits transfer from my old college can be frustrating, I want that effort to count! • Other students can slow me down, especially in group work.
  25. 25. PERSONAS  
  26. 26. Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems   26 7.  Never  embed  a  design-­‐scenario  in  a  persona!    
  27. 27. Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems   27
  28. 28. Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems   28
  29. 29. Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems   29 STRATEGIC PARTNERS PEOPLE FAMILY & FRIENDS SOCIAL MEDIA COMMENTATERS WELLNESS SALESPERSON STATE/FED LEGISLATION STATE/FED REGULATORS HR BENEFITS ADMIN CONTENT CREATOR INTERNAL SALES DTF/DSPOC COMPANY CONTACT UCCI IT OFFICE ASSISTANT 3RD PARTY VENDOR OTHER PATIENTS GOVN’T ADMIN BLOGGERS RECEPTION BROKER HYGIENIST DENTIST STATES VS. OVERSEAS CONFERENCES AT WORK AT HOME BENEFITS FAIR MILITARY EVENTS PROVIDER OFFICE EXAM ROOM WAITING ROOM PARKING LOTS COMMUNITY OUTREACH TRAVELING ONLINE IN CAR REMOTE VS. POPULATED AREA CO-WORKERS DEPENDENTS REPORTERS RECOVERY KIDS BEGIN DENTAL CARE USE MYDENTAL BENEFITS UNDERWRITING ONBOARDING CHANGE PLAN CHOOSE DENTAL TREATMENT EMERGENCY PROTOCOL BENEFITS SELECTION ACCOUNT INSTALLATION MEMBER REGISTRATION MAKE AN APPOINTMENT SUBMIT A CLAIM INQUIRY REFERRALMAKE A PAYMENT HOME CARE & MAINTENANCE ONLINE REGISTRATION CAN CREATION ACTIVE DUTY ACTIVATION TRAVEL TO DENTIST COST- ESTIMATOR AUTHORIZATION APPROVAL LOD INJURY STRATEGIC PARTNERS INFO STORE AUTHORIZATION SUBMISSION LOD APPROVAL MILITARY INSTALLATION GRIEVANCES SUBMIT AN APPEAL AUDITS GO TO DENTIST FIND A DENTIST MOVING PLAN/ PRODUCTS OPINION LAB NEWS COVERAGE COMPUTER BILLS COVERED SERVICES TABLET EMPLOYER WEBSITES PROVIDER AMENITIES BENEFITS GRID MY DENTAL BENEFITS WEBSITES MONEYPHONE LETTERS FAD (WEB APP) MARKETING MATERIALS CHOMPER CHUMS ADVERSE DECISION LETTER ADVERTISING/ COLLATERAL EXCHANGE/PART- NER WEBSITES COST -ESTIMATOR INSURANCE EOBS MDB (WEB APP) PRE DETERMINATION DEERS/DECS CALL INSURANCE CLAIMS FORMS BILLING EMAILS WRITTEN CORRESPONDENCE GOOGLE MAPS ID CARD LOD DOCUMENTATION COMMAND MEMORANDUM REFERRALSREVIEWS MEMBER APP FIND A DENTIST TOOL SCHEDULING TOOL/SYSTEM PROVIDER CREDENTIALS PROVIDER POST CARD REMINDER PROVIDER PHONE REMINDER SOCIAL MEDIA MOBILE APPS UCD WEBSITE ENVIRONMENTS PROCESSES ARTIFACTS DENTAL SUPPLY REP PEOPLE ORAL SURGEON OTHER DENTISTS PHARMACY LAB INSURANCE COMPANY FAMILY OFFICE MANAGER HYGIENISTS SPECIALISTS RECORD KEEPING TRAFFIC PARKING LOT ADMIN SPACE OPERATING ROOM LOCATION WAITING ROOM OFFICE ASSISTANT RECEPTIONIST PATIENTS SENDING EMAILS FILING CLAIMS SCHEDULING APPOINTMENTS FACILITY MAINTENANCE GREETING PATIENTS CREDENTIAL- ING OBTAINING LICENSING REQ CLEANING TEETH BILLING PATIENTS CONDUCTING PROCEDURES BEING ON-CALL FOR HOURS CONDUCTING EXAMS PHONE CALLS ORDER SUPPLIES MARKETING FAX WEBSITE MY PATIENT BENEFITS EMAIL PRACTICE MANAGEMENT SOFTWARE MAIL DENTAL EQUIP- MENT/TOOLS PHONE COMPUTERS NETWORK ENVIRONMENTS PROCESSES ARTIFACTS BANKING PEOPLE PARTNER ENROLLMENT DEPARTMENT PARTNER SALES REP TPAS OTHER EMPLOYEES DENTAL ELECTRONIC SERVICES IT SUPPORT OTHER CARRIERS PARTNER ACCOUNT INSTALLATION TRADE EVENTS PAPER HEALTH & BENEFITS FAIRS OPEN ENROLLMENT BROKER OFFICE PRIVATE EXCHANGE MOBILE PUBLIC EXCHANGE ACCOUNT INSTALLATION MEMBERSHIP AND BILLING PEGA SYSTEM ANALYST OPEN ENROLLMENT ENROLLMENT PROCESS PERFORMANCE GUARENTEE RESEARCH ON AN EXCHANGE REVIEW CLAIMS EXP. BILLING PROCESS MEMBER COMPLAINTS BROWSE ON THE WEBSITE REVIEW OF LAWS BILL PAYMENT REVIEW NETWORK SUFFICIENCY DETERMINE FUNDING NEED FOR INSURANCE ONBOARDING EMPLOYEES REVIEW OF COMPETITORS FINALIST PRESENTATION DETERMINE BENEFIT BUDGETS REQUEST A QUOTE GEMUS ERROR REPORTING PREMIUM FILES CERTIFICATIONS E-DELIVERY (ENROLLMENT) SHARPOINT (MAINT. FORMS) POLICY DOCUMENT AGL (INSTALLA- TION & MAINT.) DEMO- GRAPHICS RATE CARD SALES BROCHURES GPA (POLICY) COBE (INSTAL- LATION TOOL) GEO-REPORT PRIVATE EXCHANGE ELECTRONIC FORMS ADMIN KITS GLI E-QUOTE ACCOUNT MANAGEMENT PORTAL E-BILL UTILIZATION REPORT CONCORDIA CONNECT PUBLIC EXCHANGE INVOICES ELECTRONIC COMMUNICATION PAPER ENROLLMENT ENVIRONMENTS PROCESSES ARTIFACTS DENTAL SUPPLY REP PEOPLE ORAL SURGEON OTHER DENTISTS PHARMACY LAB INSURANCE COMPANY FAMILY OFFICE MANAGER HYGIENISTS SPECIALISTS RECORD KEEPING TRAFFIC PARKING LOT ADMIN SPACE OPERATING ROOM LOCATION WAITING ROOM OFFICE ASSISTANT RECEPTIONIST PATIENTS SENDING EMAILS FILING CLAIMS SCHEDULING APPOINTMENTS FACILITY MAINTENANCE GREETING PATIENTS CREDENTIAL- ING OBTAINING LICENSING REQ CLEANING TEETH BILLING PATIENTS CONDUCTING PROCEDURES BEING ON-CALL FOR HOURS CONDUCTING EXAMS PHONE CALLS ORDER SUPPLIES MARKETING FAX WEBSITE MY PATIENT BENEFITS EMAIL PRACTICE MANAGMENT SOFTWARE MAIL DENTAL EQUIP- MENT/TOOLS PHONE COMPUTERS NETWORK ENVIRONMENTS PROCESSES ARTIFACTS ECOSYSTEMS MEMBER PROVIDER EMPLOYER BROKER
  30. 30. Persona                    Vs.          Archetype     PERSONAS   Mike  is  an  on  the  go  businessman  who  has  to  be  very   organized  with  his  6me  in  order  to  fit  everything  into  his   very  busy  work  days.  Mke  is  always  on  his  smart  phone,   using  it  for  mee6ngs,  sending  email,  and  adjus6ng  his   schedule.     Users  who  are  confortable  and  proficient  using  mobile   technology  for  day  to  day  ac6vi6es.     8.  Choose  when  not  to  use  a  persona    
  31. 31. Thanks!. PERSONAS  
  32. 32. ACTIVITY   • SENSING:  What  might  the  customer  be  thinking?  What  knowledge  do  they   have?   • SAYING:  What  are  some  quotes,  ques2ons,  and  defining  words  the  customer   might  say?   • DOING:  What  ac2ons  and  behaviors  might  they  engage  in?   • FEELINGS:  What  emo2ons  might  they  be  feeling?   • GOALS:  What  are  they  trying  to  achieve  through  interac2ng  with  the   business?   • USE  NEEDS:  What  makes  a  useful,  usable,  smooth  experience  for  the   customer?   Thinking Goals Hearing Seeing Feeling Challenges

×