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Know your audience: Persona development


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Effective public speaking, influencing and every meaningful relationship requires empathy. Persona development helps to understand an archetype of your service users so you can design your services to meet their needs.

Published in: Leadership & Management
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Know your audience: Persona development

  1. 1. Week 1: What are your goals? Week 2: Who are you? Week 3: How do others see you? Week 4: How do you see others?
  2. 2. Is there only one truth?
  3. 3. Different perspec:ves
  4. 4. Apathy Sympathy Empathy I don’t care how you feel I know how you feel I feel how you feel
  5. 5. There has certainly come to you a Messenger from among yourselves. Grievous to him is what you suffer; [he is] concerned over you and is kind and merciful to the believers. [Surah At-Tawba 9:128] The Prophet(SAW) was full of empathy
  6. 6. And it’s a part of being Muslim “The believers in their mutual kindness, compassion and sympathy are just like one body. When one of the limbs suffers, the whole body responds to it with wakefulness and fever.” - Bukhari The Messenger of Allah (SAW) said: ‘I start prayer and I want to make it long, but then I hear an infant crying, so I make my prayer short, because I know the distress caused to the mother by his crying.’ - Ibn Majah
  7. 7. Empathy through persona development
  8. 8. Create 3-5 unique and detailed personas
  9. 9. 2018 Core characteris:cs Needs and Goals Curious o  Hobbies? Outwardly or inwardly focused? o  Passions which aren’t work related? o  Life goals? o  What is important in their life? Is it to save Ome? Save money? Look cool? o  What concerns them? o  Biggest fear? o  What informaOon do they seek on a regular basis? Seeking meaning Willing to explore TrusOng of informaOon Knowledge of Islam Defining characteris:c Name Sketch & Background Behaviours and beliefs Name/Age Lives in: Family EducaOon: Job Wealth: Salary Home. Car Devices •  What shapes their IdenOty - Work, family, religion? •  What are their feelings towards money? •  Health and wellbeing? •  Friends network •  What's their personality like? •  What does the character believe with regard to poliOcs, religion and other major issues? •  Social media usage – watcher, commentor or creator?
  10. 10. 1 (low) 2 3 4 5 (high) How curious are they in others opinions? Feel that something meaningful is missing in life How likely are they to go out of their comfort zone to explore? How much do they tend to trust news / informa:on? How much do they know about Islam? Core characteris:cs
  11. 11. 2018 Core characteris:cs Needs and Goals Curious o  Outwardly focused although inwardly needy o  Enjoy cooking and shopping. Travel experiences especially sharing photos of cultural spaces. o  Life goals are to leave a legacy in the community through social welfare projects o  Time saving and reducing waste are important o  Biggest fear is becoming an irrelevant failure o  Concerned about social divide and reads broadly about local economy and psychology Seeking meaning Willing to explore TrusOng of informaOon Knowledge of Islam Socially-concerned Sarah Sketch & Background Behaviours and beliefs Name: Lives in: Family: EducaOon: Job: Wealth: Sarah, age 46 Stevenage Divorced, Son moved out English grad. Council worker Earns £45k. Mortgage. iPhone. iPad. Ford Fiesta. •  Independent, caring and concerned about social responsibility (e.g. eco-warrior) •  Enjoys annual holiday with friends or to see family •  Part of Luton running club. Cooks at home mostly. •  Wants to make a contribuOon to the community and abends Foodbank and Mela events •  Puts in long hours at work and has been at council for almost 20 years •  Uses Facebook to keep in contact with personal friends & her son. Twiber to complain about service •  Not afraid to speak out on poliOcs and rights. Not adherent to religion personally but respects them.
  12. 12. Map out and study how they may interact with your services
  13. 13. Think up your own crea:ve approaches to this project