The document describes two user personas - the Thoughtful Friend and the Safe-Space Self. The Thoughtful Friend seeks to connect with others and make them happy through positive online sharing and content consumption. The Safe-Space Self censors herself in real life and looks for online spaces where she can freely express herself, often maintaining separate anonymous accounts hidden from real-life connections. Both personas have different needs around content consumption, sharing preferences on different platforms, and maintaining connections with audiences.

1. DIGITAL SUMMIT DC 2016 | REFINERY29 | 1

2. DIGITAL SUMMIT DC 2016 | REFINERY29 | 2
WHO ARE YO U?

3. PRODU C T DE SIGN IS YO UR
GRE ATE ST MARKE TING CHANNEL
A Z I Z H A S A N

4. DIGITAL SUMMIT DC 2016 | REFINERY29 | 4
DE SIGN IS A CO MPELLING WAY TO
COMMAND AT TENTION.

5. DIGITAL SUMMIT DC 2016 | REFINERY29 | 5
H A V E Y O U E V E R F O U N D
Y O U R S E L F D E L I G H T E D B Y A
P R O D U C T E X P E R I E N C E ?

6. DIGITAL SUMMIT DC 2016 | REFINERY29 | 6
H O W D I D Y O U F E E L ?

7. DIGITAL SUMMIT DC 2016 | REFINERY29 | 7
@ A H Z Z Z Z

8. DIGITAL SUMMIT DC 2016 | REFINERY29 | 8
P R O D U C T E X P E R I E N C E

9. DIGITAL SUMMIT DC 2016 | REFINERY29 | 9
P R O D U C T E X P E R I E N C E
M A R K E T I N G D E S I G N

10. DIGITAL SUMMIT DC 2016 | REFINERY29 | 10
M A R K E T O P P
U S E R N E E D
P O S I T I O N I N G
E X P E R I E N C ED E S I G N
P R O B L E M

11. DIGITAL SUMMIT DC 2016 | REFINERY29 | 11
3 L E V E L S O F D E S I G N

12. DIGITAL SUMMIT DC 2016 | REFINERY29 | 12
VIS CER AL
BEHAVIOR AL
REF LECTIVE

13. DIGITAL SUMMIT DC 2016 | REFINERY29 | 13
VIS CER AL
BEHAVIOR AL
REFLECT IVE
W H E R E E M O T I O N S I G N A L S A R E
I N T E R P R E T E D A U T O M A T I C A L L Y .
F I R S T I M P R E S S I O N .

14. DIGITAL SUMMIT DC 2016 | REFINERY29 | 14
VIS CER AL
BEHAVIOR AL
REFLECT IVE
H O W T H I N G S W O R K A N D
H O W W E E X P E R I E N C E T H E M

15. DIGITAL SUMMIT DC 2016 | REFINERY29 | 15
VIS CER AL
BEHAVIOR AL
REFLECT IVE
H O W W E I N T E R P R E T A N D U N D E R S T A N D
T H I N G S A N D R E F L E C T O N O U R S E L V E S

16. DIGITAL SUMMIT DC 2016 | REFINERY29 | 16
HOW D O YO U MAKE YO UR PRODU C T A
MARKE TING CHANNEL AND WORK W ITH DE SIGN?

17. DIGITAL SUMMIT DC 2016 | REFINERY29 | 17
STEP 1: GE T ENGAGED.
CRE ATE A REL ATIO NSHIP BE T W EEN
YO UR PRO DU C T MARKE TER S AND
YO UR PRO DU C T DE SIGNER S.

18. DIGITAL SUMMIT DC 2016 | REFINERY29 | 18

19. DIGITAL SUMMIT DC 2016 | REFINERY29 | 19
C R E A T E A S H A R E D S P A C E & S H A R E D P R O B L E M S E T .

20. DIGITAL SUMMIT DC 2016 | REFINERY29 | 20

21. DIGITAL SUMMIT DC 2016 | REFINERY29 | 21
C R E A T E C O M M O N B O N D S .

22. DIGITAL SUMMIT DC 2016 | REFINERY29 | 22
ST EP 2: DE SI GN FOR O UTCOME S N OT TAGLINE S.
DE SIGN FO R ACQ UISITION A ND RE TENTION
STR ATEGIE S W ITH PRODU C T DE SIGNER S.

23. DIGITAL SUMMIT DC 2016 | REFINERY29 | 23
REF R AME THE PRO BLE M.

24. DIGITAL SUMMIT DC 2016 | REFINERY29 | 24
TR A DITIONA L FR AMING
MARKE TER S HAVE THE P OWER
DE V ELOPMENT INDEPENDENT OF MARKE TING
FO C US ON BR A ND
ADVERTISING

25. DIGITAL SUMMIT DC 2016 | REFINERY29 | 25
TODAY ’S APPROACH
USER S HAVE THE P OWER
DE VELOPMENT IMP OSSIBLE TO SEPA R ATE FROM MA RKE TI NG
FO C US ON PA SSIONATE USER S
E VANGELIZ ING

26. DIGITAL SUMMIT DC 2016 | REFINERY29 | 26
SHAR ED RE SE ARCH PHILO S O PHY

27. DIGITAL SUMMIT DC 2016 | REFINERY29 | 27
the
THOUGHTFUL FRIEND
© 2016
I consume for me, but
I share for others.”
“About
The Thoughtful Friend is motivated
by her relationships and seeks to
make others happy. She hopes to
put out “good vibes” through her
personal life and sometimes also
through her work. This persona is
concerned about keeping up with
family and friends far away, making
a big effort to demonstrate her
connection with them no matter
the distance. She makes an effort
to keep up with her friends and
family, and she updates them on
her life because she believes her
sharing makes them happy.
Online
This persona seeks to make the
world a better, happier place
through her online behavior.
Although she sometimes consumes
controversial or negative content,
she believes “that isn’t what social
media is for” and usually prefers
content that will lift her up. The
Thoughtful Friend has a wide variety
interests and will privately consume
content for herself. She looks to
social media to stay informed on
the lives and interests of those she
cares about.
Sharing
While she reads content that applies
to her particular interests, when she
posts content, she is focused on
what her audience will appreciate.
She also shares content to
demonstrate her knowledge of her
social circle’s interests and reinforce
her connections. Publicly, the
Thoughtful Friend will share a wide
variety of content–as long as it has a
positive, inspirational bent.
Privately, she will share content
that caters to an individual’s or a
small group’s personal interests.
PRIVATELY…
Will read whatever she is curious
about, including negative or
upsetting content
Directly shares content related to
specific people’s interests
PUBLICLY…
Shares positive or beautiful things
that ‘better society’
Posts content she believes her
network will appreciate
WILLINGNESS
TO BE
O UTSP OKEN
DESIRE FOR
GENUINE SELF-
EXPRESSION
HIGH
AWARENESS OF
HER AUDIENCE
SENSITIVIT Y
TO OTHER S’
PREFERENCE S
WOMANONAMISSION
SAFE-SPACESELF
O UT LO UD AUTHENTIC
THO U GHTFUL FRIEND
NURTURING EMPATHE TIC P OSITIVE
Favorite social media platforms
IS ONLINE
THRO U GHO UT THE DAY
UNLE SS SHE’S
WITH HER FRIENDS
NEEDS OF THIS PERSONA
Content with a positive bent
An easy way to share through different
desired channels
Ways to see how many times the
content has been liked & shared, as well
as who she knows who’s shared the
content
3
2
1
Personas
the
SAFE-SPACE SELF
© 2016
Personas
It’s important to me to
find a place where I can
truly be myself.”“
About
Not yet sure of her place in the
world, a Safe-Space Self yearns for
chances to let loose and show her
true colors. She typically censors
herself around others, including her
friends and family, and finds
freedom in anonymity. Although
her interests aren’t necessarily
niche, she feels that way in her
community, which often leads her
to keep her personal interests or
opinions to herself.
Online
This daily self-censorship usually
leads a Safe-Space Self to go online
to seek others who ‘get’ her, even if
they’ve never met in person. She
may have all the social media
accounts her community expects
her to have, but a Self-Space Self
won’t be very active on those
channels. Instead, she most values
the channel(s) where she can ‘be
herself’ and voice her opinions and
sense of humor openly. This
persona often has a ‘secret’ social
media account kept completely
separate from any of her real-world
connections for the sole purpose of
being herself.
Sharing
Since this persona’s primary concern
online is finding an outlet for her
self-expression, she posts most of
her content to her ‘secret’ social
media account(s). For example, she
might have a Tumblr account where
she posts memes she considers
hilarious or a Twitter account where
she can shamelessly tweet at
celebrities without her work
finding out. On the ‘unsafe’
platforms, she will publicly post very
little, if ever. To share with others in
her real life, she will share content
via text or direct message.
ON ‘UNSAFE’ PLATFORMS…
Is connected with her friends & family
Prefers to ‘lurk’ and consume others’ content
Rarely ever posts her own content here
ON ‘SAFE’ PLATFORMS…
Isn’t connected with her IRL friends/family
Looks to connect online with other
likeminded individuals
Posts according to her particular interests
NEEDS OF THIS PERSONA
Clear content categories and
organization to expedite her search for
material related to her interests
Ways to easily share content privately
(e.g. text, email, copy/pasting to share
via direct messages)
Ways to easily share content on various
platforms
3
Optimizing content for multiple
channels (e.g. content looking equally
good on Tumblr and Facebook)
4
2
1
W I L L I N G N E SS
TO B E
O U TS P O K E N
D E S I R E FO R
G E N U I N E S E L F-
E X P R E SS I O N
H I G H
AWA R E N E SS O F
H E R AU D I E N C E
S E N S I T I V I T Y
TO OT H E R S ’
P R E F E R E N C E S
WOMANONAMISSION
SAFE-SPACESELF
O U T LO U D AU T H E N T I C
T H O U G H T F U L F R I E N D
SHY GENUINE QUIRKY
Favorite social media platforms
I S O N L I N E
T H RO U G H O U T T H E DAY
BUT IS USUALLY ACTIVE ON
HER ‘SECRET’ OR ‘PERSONAL’
ACCOUNTS AT NIGHT
USER PER S O NA S
M O T I V A T I O N S & B E H A V I O R S
C U S T O M E R S E G M E N T A T I O N
D E M O G R A P H I C S & P S Y C H O G R A P H I C S

28. DIGITAL SUMMIT DC 2016 | REFINERY29 | 28
C U S T O M E R S E G M E N T A T I O N
D E M O G R A P H I C S & P S Y C H O G R A P H I C S

29. DIGITAL SUMMIT DC 2016 | REFINERY29 | 29
the
THOUGHTFUL FRIEND
© 2016
I consume for me, but
I share for others.”
“About
The Thoughtful Friend is motivated
by her relationships and seeks to
make others happy. She hopes to
put out “good vibes” through her
personal life and sometimes also
through her work. This persona is
concerned about keeping up with
family and friends far away, making
a big effort to demonstrate her
connection with them no matter
the distance. She makes an effort
to keep up with her friends and
family, and she updates them on
her life because she believes her
sharing makes them happy.
Online
This persona seeks to make the
world a better, happier place
through her online behavior.
Although she sometimes consumes
controversial or negative content,
she believes “that isn’t what social
media is for” and usually prefers
content that will lift her up. The
Thoughtful Friend has a wide variety
interests and will privately consume
content for herself. She looks to
social media to stay informed on
the lives and interests of those she
cares about.
Sharing
While she reads content that applies
to her particular interests, when she
posts content, she is focused on
what her audience will appreciate.
She also shares content to
demonstrate her knowledge of her
social circle’s interests and reinforce
her connections. Publicly, the
Thoughtful Friend will share a wide
variety of content–as long as it has a
positive, inspirational bent.
Privately, she will share content
that caters to an individual’s or a
small group’s personal interests.
PRIVATELY…
Will read whatever she is curious
about, including negative or
upsetting content
Directly shares content related to
specific people’s interests
PUBLICLY…
Shares positive or beautiful things
that ‘better society’
Posts content she believes her
network will appreciate
WILLINGNESS
TO BE
O UTSP OKEN
DESIRE FOR
GENUINE SELF-
EXPRESSION
HIGH
AWARENESS OF
HER AUDIENCE
SENSITIVIT Y
TO OTHER S’
PREFERENCE S
WOMANONAMISSION
SAFE-SPACESELF
O UT LO UD AUTHENTIC
THO U GHTFUL FRIEND
NURTURING EMPATHE TIC P OSITIVE
Favorite social media platforms
IS ONLINE
THRO U GHO UT THE DAY
UNLE SS SHE’S
WITH HER FRIENDS
NEEDS OF THIS PERSONA
Content with a positive bent
An easy way to share through different
desired channels
Ways to see how many times the
content has been liked & shared, as well
as who she knows who’s shared the
content
3
2
1
Personas
the
SAFE-SPACE SELF
© 2016
Personas
It’s important to me to
find a place where I can
truly be myself.”“
About
Not yet sure of her place in the
world, a Safe-Space Self yearns for
chances to let loose and show her
true colors. She typically censors
herself around others, including her
friends and family, and finds
freedom in anonymity. Although
her interests aren’t necessarily
niche, she feels that way in her
community, which often leads her
to keep her personal interests or
opinions to herself.
Online
This daily self-censorship usually
leads a Safe-Space Self to go online
to seek others who ‘get’ her, even if
they’ve never met in person. She
may have all the social media
accounts her community expects
her to have, but a Self-Space Self
won’t be very active on those
channels. Instead, she most values
the channel(s) where she can ‘be
herself’ and voice her opinions and
sense of humor openly. This
persona often has a ‘secret’ social
media account kept completely
separate from any of her real-world
connections for the sole purpose of
being herself.
Sharing
Since this persona’s primary concern
online is finding an outlet for her
self-expression, she posts most of
her content to her ‘secret’ social
media account(s). For example, she
might have a Tumblr account where
she posts memes she considers
hilarious or a Twitter account where
she can shamelessly tweet at
celebrities without her work
finding out. On the ‘unsafe’
platforms, she will publicly post very
little, if ever. To share with others in
her real life, she will share content
via text or direct message.
ON ‘UNSAFE’ PLATFORMS…
Is connected with her friends & family
Prefers to ‘lurk’ and consume others’ content
Rarely ever posts her own content here
ON ‘SAFE’ PLATFORMS…
Isn’t connected with her IRL friends/family
Looks to connect online with other
likeminded individuals
Posts according to her particular interests
NEEDS OF THIS PERSONA
Clear content categories and
organization to expedite her search for
material related to her interests
Ways to easily share content privately
(e.g. text, email, copy/pasting to share
via direct messages)
Ways to easily share content on various
platforms
3
Optimizing content for multiple
channels (e.g. content looking equally
good on Tumblr and Facebook)
4
2
1
W I L L I N G N E SS
TO B E
O U TS P O K E N
D E S I R E FO R
G E N U I N E S E L F-
E X P R E SS I O N
H I G H
AWA R E N E SS O F
H E R AU D I E N C E
S E N S I T I V I T Y
TO OT H E R S ’
P R E F E R E N C E S
WOMANONAMISSION
SAFE-SPACESELF
O U T LO U D AU T H E N T I C
T H O U G H T F U L F R I E N D
SHY GENUINE QUIRKY
Favorite social media platforms
I S O N L I N E
T H RO U G H O U T T H E DAY
BUT IS USUALLY ACTIVE ON
HER ‘SECRET’ OR ‘PERSONAL’
ACCOUNTS AT NIGHT
USER PER S O NA S
M O T I V A T I O N S & B E H A V I O R S
C U S T O M E R S E G M E N T A T I O N
D E M O G R A P H I C S & P S Y C H O G R A P H I C S

30. DIGITAL SUMMIT DC 2016 | REFINERY29 | 30
the
THOUGHTFUL FRIEND
© 2016
I consume for me, but
I share for others.”
“About
The Thoughtful Friend is motivated
by her relationships and seeks to
make others happy. She hopes to
put out “good vibes” through her
personal life and sometimes also
through her work. This persona is
concerned about keeping up with
family and friends far away, making
a big effort to demonstrate her
connection with them no matter
the distance. She makes an effort
to keep up with her friends and
family, and she updates them on
her life because she believes her
sharing makes them happy.
Online
This persona seeks to make the
world a better, happier place
through her online behavior.
Although she sometimes consumes
controversial or negative content,
she believes “that isn’t what social
media is for” and usually prefers
content that will lift her up. The
Thoughtful Friend has a wide variety
interests and will privately consume
content for herself. She looks to
social media to stay informed on
the lives and interests of those she
cares about.
Sharing
While she reads content that applies
to her particular interests, when she
posts content, she is focused on
what her audience will appreciate.
She also shares content to
demonstrate her knowledge of her
social circle’s interests and reinforce
her connections. Publicly, the
Thoughtful Friend will share a wide
variety of content–as long as it has a
positive, inspirational bent.
Privately, she will share content
that caters to an individual’s or a
small group’s personal interests.
PRIVATELY…
Will read whatever she is curious
about, including negative or
upsetting content
Directly shares content related to
specific people’s interests
PUBLICLY…
Shares positive or beautiful things
that ‘better society’
Posts content she believes her
network will appreciate
WILLINGNESS
TO BE
O UTSP OKEN
DESIRE FOR
GENUINE SELF-
EXPRESSION
HIGH
AWARENESS OF
HER AUDIENCE
SENSITIVIT Y
TO OTHER S’
PREFERENCE S
WOMANONAMISSION
SAFE-SPACESELF
O UT LO UD AUTHENTIC
THO U GHTFUL FRIEND
NURTURING EMPATHE TIC P OSITIVE
Favorite social media platforms
IS ONLINE
THRO U GHO UT THE DAY
UNLE SS SHE’S
WITH HER FRIENDS
NEEDS OF THIS PERSONA
Content with a positive bent
An easy way to share through different
desired channels
Ways to see how many times the
content has been liked & shared, as well
as who she knows who’s shared the
content
3
2
1
Personas
the
SAFE-SPACE SELF
© 2016
Personas
It’s important to me to
find a place where I can
truly be myself.”“
About
Not yet sure of her place in the
world, a Safe-Space Self yearns for
chances to let loose and show her
true colors. She typically censors
herself around others, including her
friends and family, and finds
freedom in anonymity. Although
her interests aren’t necessarily
niche, she feels that way in her
community, which often leads her
to keep her personal interests or
opinions to herself.
Online
This daily self-censorship usually
leads a Safe-Space Self to go online
to seek others who ‘get’ her, even if
they’ve never met in person. She
may have all the social media
accounts her community expects
her to have, but a Self-Space Self
won’t be very active on those
channels. Instead, she most values
the channel(s) where she can ‘be
herself’ and voice her opinions and
sense of humor openly. This
persona often has a ‘secret’ social
media account kept completely
separate from any of her real-world
connections for the sole purpose of
being herself.
Sharing
Since this persona’s primary concern
online is finding an outlet for her
self-expression, she posts most of
her content to her ‘secret’ social
media account(s). For example, she
might have a Tumblr account where
she posts memes she considers
hilarious or a Twitter account where
she can shamelessly tweet at
celebrities without her work
finding out. On the ‘unsafe’
platforms, she will publicly post very
little, if ever. To share with others in
her real life, she will share content
via text or direct message.
ON ‘UNSAFE’ PLATFORMS…
Is connected with her friends & family
Prefers to ‘lurk’ and consume others’ content
Rarely ever posts her own content here
ON ‘SAFE’ PLATFORMS…
Isn’t connected with her IRL friends/family
Looks to connect online with other
likeminded individuals
Posts according to her particular interests
NEEDS OF THIS PERSONA
Clear content categories and
organization to expedite her search for
material related to her interests
Ways to easily share content privately
(e.g. text, email, copy/pasting to share
via direct messages)
Ways to easily share content on various
platforms
3
Optimizing content for multiple
channels (e.g. content looking equally
good on Tumblr and Facebook)
4
2
1
W I L L I N G N E SS
TO B E
O U TS P O K E N
D E S I R E FO R
G E N U I N E S E L F-
E X P R E SS I O N
H I G H
AWA R E N E SS O F
H E R AU D I E N C E
S E N S I T I V I T Y
TO OT H E R S ’
P R E F E R E N C E S
WOMANONAMISSION
SAFE-SPACESELF
O U T LO U D AU T H E N T I C
T H O U G H T F U L F R I E N D
SHY GENUINE QUIRKY
Favorite social media platforms
I S O N L I N E
T H RO U G H O U T T H E DAY
BUT IS USUALLY ACTIVE ON
HER ‘SECRET’ OR ‘PERSONAL’
ACCOUNTS AT NIGHT
USER PER S O NA S
M O T I V A T I O N S & B E H A V I O R S

31. DIGITAL SUMMIT DC 2016 | REFINERY29 | 31
STEP 3: E XPLOR E THE CORNER S OF T HE UNIVER SE TO GE THER.
CHALLENGE PRODU C T DE SIGN
WITH CRE ATIVE STR ATEGIE S

32. DIGITAL SUMMIT DC 2016 | REFINERY29 | 32
SHAR E A BLE A SSE T S A S YO UR PRO D U C T

33. DIGITAL SUMMIT DC 2016 | REFINERY29 | 33
SNAP CHAT FILTER S
CONSIDERED DE SIGN + SMART TEC HNOLO GY

34. DIGITAL SUMMIT DC 2016 | REFINERY29 | 34

35. DIGITAL SUMMIT DC 2016 | REFINERY29 | 35

36. DIGITAL SUMMIT DC 2016 | REFINERY29 | 36

37. DIGITAL SUMMIT DC 2016 | REFINERY29 | 37
AL E X A SKI LL SAMA ZO N ECHO
ALE X A , ARE WE IN
THE MATRIX ?

38. DIGITAL SUMMIT DC 2016 | REFINERY29 | 38
ACTION ORI ENTED C RE ATI VE

39. DIGITAL SUMMIT DC 2016 | REFINERY29 | 39

40. DIGITAL SUMMIT DC 2016 | REFINERY29 | 40

41. DIGITAL SUMMIT DC 2016 | REFINERY29 | 41

42. DIGITAL SUMMIT DC 2016 | REFINERY29 | 42
JAWB ONE UP DUEL S

43. DIGITAL SUMMIT DC 2016 | REFINERY29 | 43

44. DIGITAL SUMMIT DC 2016 | REFINERY29 | 44

45. DIGITAL SUMMIT DC 2016 | REFINERY29 | 45

46. DIGITAL SUMMIT DC 2016 | REFINERY29 | 46
C A PITAL IZI NG O N THE USER S JO UR NE Y

47. DIGITAL SUMMIT DC 2016 | REFINERY29 | 47

48. DIGITAL SUMMIT DC 2016 | REFINERY29 | 48
T WIT TER FA IL WHA LE

49. DIGITAL SUMMIT DC 2016 | REFINERY29 | 49

50. DIGITAL SUMMIT DC 2016 | REFINERY29 | 50
YO U C AM MAK EUP

51. DIGITAL SUMMIT DC 2016 | REFINERY29 | 51
THE PRODU C T AND THE MARKE TING ARE THE S AME
THING. AND ANY ORGANIZ ATION THAT IS SPLIT TING
THEM APART IS MAKING A HU GE MISTAKE.
“
SE TH G ODIN

52. DIGITAL SUMMIT DC 2016 | REFINERY29 | 52
G O O D RE ADS
• CRE ATIVEBLO Q – 5 WAYS DE SIGN AND MAR KE TING C AN WORK TO GE THER BE T TER
• UXMAG – A DE SIG NER AND A MARKE TER WA LK INTO A B A R. . .
• B OARD – MA RK E TING AND PRODU C T DE SI GN AR E THE S AME THING.
• C AMPAIGN MONITOR – BE T TER MARKE TING WITH BE AUTIFUL DE SIGN

53. 53
GR APH SAMPLE L AYOUT: 2 GR APHS
INTERNET SUMMIT | REFINERY29
@AHZ Z Z Z
A Z IZ@ REFINERY29.COM
THA NK YO U!