Giving Personas a life of their own
Michael Morgan
Senior Manager,
User Experience Research
UXPA2013
@WalmartLabs
Kelly Br...
Our challenge: Understand the Walmart.com customer
● Lots of data on Walmart stores
– 100,000,000 people shop in a Walmart...
3
History of Walmart.com
4
Who is not a typical Walmart.com shopper?
5
You are not the customer!
6
Image Source: http://www.avsinc.net/imgs/pictures/usgbc-medium-conference-room-large.jpg
Drinks Coffee
Loves Cats
Previous...
Personas
Vendors
Research
Team
UX Design
Team
Executive
Stakeholders
Training Dept
Data
Buy In
Training Materials
8
Base Personas on Data
Personas
Research
Team
UX Design
Team
Executive
Stakeholders
Training Dept
Data
Buy In
Training Mate...
Provide a data rich view of online shoppers that
will enable teams to make more
informed decisions about designing for Wal...
Data, data, data
● Mined multiple sources for existing data
– Store customer data from HQ Consumer Insights team.
– Ethnog...
Attitudes and Usage Survey
● 2229 online shoppers.
● Blind study, data also gathered on various competitors.
● Multivariat...
Customer Interviews
● 32 customer interviews conducted by BellaVia Research
● Interviews conducted nationwide:
– NY, IL, A...
Persona
Creation
Videos
Cross Tabs
Segmentation
Transcripts
Charts
Melding multiple sources of data into a cohesive story
...
Organizing the data
1
5
6 Personas
Image Source: http://www.docstoc.com/docs/67801242/segmentation
3 Primary Personas 3 Secondary Personas
1
6
Persona Material Creation Process
Personas
Research
Team
UX Design
Team
Executive
Stakeholders
Training Dept
Data
Buy In
T...
Image Source: http://www.21stcentech.com/wp-content/uploads/2011/10/maslow.jpg
?
Drinks Coffee
Loves Cats
1
8
Rough Sketches
1
9
Final Visual
Summary
Statement
Demographics
Hierarchy of
Needs
Personal
Quote
Summary of Attitudes and Behaviors
2
0
Delights and
Disappointments
Channel and Phase of
Shopping
Use Case
Final Visual
2
1
Persona Novellas
2
2
Buy In
Personas
Research
Team
UX Design
Team
Executive
Stakeholders
Training Dept
Data
Buy In
Training Materials
2
3
Getting buy in along the way
● Within your organization
● External organizations
● Execs
24
Week of: May 14 May 30 June 4 ...
What is important to each stakeholder?
● Within the User Experience organization
– Budget and Researcher time.
– High qual...
What is important to each stakeholder?
● Within Product Development organization
– How will Personas help us go faster dur...
What is important to each stakeholder?
● Within Marketing and other Research organizations
– No “turf” wars: Personas are ...
What is important to each stakeholder?
● Walmart.com President and Executive Council
– Do these “feel” right?
– Does the d...
4 Steps
Personas
Vendors
Research
Team
UX Design
Team
Executive
Stakeholders
Training Dept
Data
Buy In
Training Materials
...
Training Phase 1
Image Source: http://www.uxmatters.com/mt/archives/2007/05/sharing-ownership-of-ux.php 3
0
Training Phase 1
High Level Summary
3
1
Training
User Experience and Product Management Training
Tips
• Introduction
• Provide high level overview of main points
...
Training Phase 2
Deep dive
Tips
• Figure out your consumers
• Tailor the content to those people
3
3
3
4
Image Source: http://www.innovationinpractice.com/innovation_in_practice/2010/05/the-voice-of-serendipity.html 3
5
Company-wide Training
Image Source: http://www.bluetunadocs.com/onlineCMS/userfiles/BlueTuna/NewEmployee.jpg
“I happen to ...
Company-wide Training
Image Source: http://blog.smashfly.com/2012/02/28/switching-recruiting-technologies-3-ways-to-encour...
Company-wide Training
Delights and
Disappointments
Channel and Phase of
Shopping
Specific Attitudes and
Behaviors
3
8
Company-wide Training
3
9
Company-wide Training
4
0
Company-wide Training
4
1
Personas
Vendors
Research
Team
UX Design
Team
Executive
Stakeholders
Training Dept
Data
Buy In
Training Materials
4
2
Questions
4
3
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Giving Personas a Life of Their Own

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UXPA 2013 Annual Conference Thursday July 11, 2013 11:00 am - 12:00pm ET by Kelly Braun, Michael Morgan

How can we leverage Personas to be an integrated part of a customer-centered corporate culture? In this presentation we will share the methods we used to create personas at Walmart as well as lessons we learned integrating Personas into the product development lifecycle. We will share materials based on a sample Persona created specifically for this conference. (The actual Walmart Personas are confidential and cannot be shared). After this presentation you will have a greater understanding of how to create your own Personas, leverage them as a program, and integrate them into your company culture.

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  • Walmart.com originally designed by VC (12 years ago) as a compliment to brick and mortar but about 3 years ago start focusing on eCommerce.
  • We have a lot of different types of shoppers (we’re not a mass market retailer for nothing). How do we gain some clarity and focus from an undifferentiated crowd and how do we ultimately use the insights to inform the products we develop and the user experience?We develop personas. Rooted in customer data and observations.We are not our customers, but we are constantly making assumptions about what they want.Few team members have the same customer in mind when making decisions that will affect the user experience.Personas could be helpful…at Walmart we know an enormous amount of our store customer…Walmart.com was founded by a venture capitalist 12 years ago…focus on .com 2 years agoAlways thought our store shopper is our online customer…coming from ecommerce…had to understand the online customer and how they interacted with the Walmart brandLot’s of heated debate on who was our customer and we knew we had to ground this in dataWalmart is unique than a pure play online shopping experience because we have a physical retail spaceSome of our online interactions can end in a physical store (Pick up today, Site to Store)Why did we base personas on data? they need to grounded in both quantitative and qualitative dataQuant data to identify segments (quantitative segmentation study) to give it valiaidyMarry that data with qualitative field research Gathered previous studies (mobile field research, top customer pain points, health check data)
  • All data collection done blind
  • Giving Personas a Life of Their Own

    1. 1. Giving Personas a life of their own Michael Morgan Senior Manager, User Experience Research UXPA2013 @WalmartLabs Kelly Braun Senior Director User Insights & Analytics
    2. 2. Our challenge: Understand the Walmart.com customer ● Lots of data on Walmart stores – 100,000,000 people shop in a Walmart every week ● Fiscal 2013 Walmart had net sales of $446 B ● Fiscal 2014 Walmart.com projected at $9 B ● Most Walmart.com shoppers also shop in Walmart stores Who is the Walmart.com shopper? How do we design for her? 2
    3. 3. 3
    4. 4. History of Walmart.com 4
    5. 5. Who is not a typical Walmart.com shopper? 5
    6. 6. You are not the customer! 6
    7. 7. Image Source: http://www.avsinc.net/imgs/pictures/usgbc-medium-conference-room-large.jpg Drinks Coffee Loves Cats Previous attempts 7
    8. 8. Personas Vendors Research Team UX Design Team Executive Stakeholders Training Dept Data Buy In Training Materials 8
    9. 9. Base Personas on Data Personas Research Team UX Design Team Executive Stakeholders Training Dept Data Buy In Training Materials 9
    10. 10. Provide a data rich view of online shoppers that will enable teams to make more informed decisions about designing for Walmart.com. 1 0
    11. 11. Data, data, data ● Mined multiple sources for existing data – Store customer data from HQ Consumer Insights team. – Ethnographic research conducted to inform Mobile product development. – “Customer Pain Point” data • Site “health” benchmarking studies • OpinionLab data ● New research was conducted – Attitudes and Usage survey – Customer Interviews (field and remote) 11
    12. 12. Attitudes and Usage Survey ● 2229 online shoppers. ● Blind study, data also gathered on various competitors. ● Multivariate, factor analysis. ● Cluster analysis produced 5 segments. ● Data collection and analysis done by: 12
    13. 13. Customer Interviews ● 32 customer interviews conducted by BellaVia Research ● Interviews conducted nationwide: – NY, IL, AZ, OH, TX, NM, WY, UT, LA, GA, NC ● Blind study ● Half before Holiday / half during Holiday – Including Black Friday and Cyber Monday
    14. 14. Persona Creation Videos Cross Tabs Segmentation Transcripts Charts Melding multiple sources of data into a cohesive story 1 4
    15. 15. Organizing the data 1 5
    16. 16. 6 Personas Image Source: http://www.docstoc.com/docs/67801242/segmentation 3 Primary Personas 3 Secondary Personas 1 6
    17. 17. Persona Material Creation Process Personas Research Team UX Design Team Executive Stakeholders Training Dept Data Buy In Training Materials 1 7
    18. 18. Image Source: http://www.21stcentech.com/wp-content/uploads/2011/10/maslow.jpg ? Drinks Coffee Loves Cats 1 8
    19. 19. Rough Sketches 1 9
    20. 20. Final Visual Summary Statement Demographics Hierarchy of Needs Personal Quote Summary of Attitudes and Behaviors 2 0
    21. 21. Delights and Disappointments Channel and Phase of Shopping Use Case Final Visual 2 1
    22. 22. Persona Novellas 2 2
    23. 23. Buy In Personas Research Team UX Design Team Executive Stakeholders Training Dept Data Buy In Training Materials 2 3
    24. 24. Getting buy in along the way ● Within your organization ● External organizations ● Execs 24 Week of: May 14 May 30 June 4 June 11 June 18 June 25 Personas Final Content Apply visual design Final Persona Approval Build in the time as part of your plan!
    25. 25. What is important to each stakeholder? ● Within the User Experience organization – Budget and Researcher time. – High quality data and rigorous analysis. – High quality final deliverables. – Stories: easy to consume knowledge about our customers. – Reference tool that can be used in all phases of the product development lifecycle. 25
    26. 26. What is important to each stakeholder? ● Within Product Development organization – How will Personas help us go faster during design and development? 26
    27. 27. What is important to each stakeholder? ● Within Marketing and other Research organizations – No “turf” wars: Personas are NOT a marketing tool. – They want their opinions are heard. Chance to give feedback. – High quality data and rigorous analysis. – “Feels” right. 2 7
    28. 28. What is important to each stakeholder? ● Walmart.com President and Executive Council – Do these “feel” right? – Does the data support this? – Will we make the right decisions? ● Evidence of due diligence ● Support from other Execs 28
    29. 29. 4 Steps Personas Vendors Research Team UX Design Team Executive Stakeholders Training Dept Data Buy In Training Materials 2 9
    30. 30. Training Phase 1 Image Source: http://www.uxmatters.com/mt/archives/2007/05/sharing-ownership-of-ux.php 3 0
    31. 31. Training Phase 1 High Level Summary 3 1
    32. 32. Training User Experience and Product Management Training Tips • Introduction • Provide high level overview of main points • Group exercise 3 2
    33. 33. Training Phase 2 Deep dive Tips • Figure out your consumers • Tailor the content to those people 3 3
    34. 34. 3 4
    35. 35. Image Source: http://www.innovationinpractice.com/innovation_in_practice/2010/05/the-voice-of-serendipity.html 3 5
    36. 36. Company-wide Training Image Source: http://www.bluetunadocs.com/onlineCMS/userfiles/BlueTuna/NewEmployee.jpg “I happen to like them. Anything to humanize the blinking lights on our servers and numbers in our spreadsheets is good for creative marketing.” – VP of Marketing 3 6
    37. 37. Company-wide Training Image Source: http://blog.smashfly.com/2012/02/28/switching-recruiting-technologies-3-ways-to-encourage-employee-buy-in/ Image Source: http://content.arma.org/imm/July-August2012/garpseriesgettingbuyin.aspx; http://www.homemasterbuilders.com/images/commitment.jpg Summary Statement Demographic s Hierarchy of Needs Personal Quote Summary of Shopping Behaviors 3 7
    38. 38. Company-wide Training Delights and Disappointments Channel and Phase of Shopping Specific Attitudes and Behaviors 3 8
    39. 39. Company-wide Training 3 9
    40. 40. Company-wide Training 4 0
    41. 41. Company-wide Training 4 1
    42. 42. Personas Vendors Research Team UX Design Team Executive Stakeholders Training Dept Data Buy In Training Materials 4 2
    43. 43. Questions 4 3

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