6.16.2014
Customer Research & Personas
Brian Winters
@bwinters
WHAT WE’LL COVER
Personas Overview
Research to Personas
Listening Sessions
A FEW QUESTIONS
How well do you know your customers?
How do you use personas?
What is the value of personas to your organi...
P E R S O N A S O V E R V I E W
PERSONA VALUE
We talk to people to gain a better
understanding of them, their context and
what they need to accomplish the...
Forrester’s six criteria for personas
SIX CRITERIA
1.  Does the persona sound like a real person?
2.  Is the persona’s nar...
A persona artifact is just one piece to
understanding the customer
CHALLENGES
Persona documents are simply a snapshot
Pers...
THE INGREDIENTS
• Characteristics
• Interests
• Personality
• User Type
• Quotes
• Skills
• Knowledge
• Scenarios
• Relati...
Image
Name/Personal Info
Demographics
Scenario/Overview
Goals/Needs
Frustrations/Pain Points
Persona template
Common Activ...
Transform your business
BIZ QUESTIONS
What does it take to shift our culture to be more customer-centered?
Do we have a go...
R E S E A RC H F O R P E R S O N A S
RESEARCH TO PERSONA
Research Data:
•  Quotes
•  Pain Points/Needs
•  Observations
•  Insights
•  Tasks
•  Scenarios
Data A...
Overview
Generative research methods help us uncover
people’s motivations, behaviors & attitudes,
Through direct observati...
Genera&ve	
  Research	
  
	
  
Evalua&ve	
  Research	
  
	
  
Preference	
  Research	
  
	
  
METHOD SELECTION
Find new wa...
Where do you get good Persona Data?
PERSONA DATA
Existing Research
Existing Customer Data
Customer Feedback Channels
Usabi...
Good analysis is important to find the
right data
ANALYSIS
Know what you are looking for
Make sure data is complete
Look f...
Turning your insights into a persona
SYNTHESIS
No strict formula to persona design
Make it a story or conversation
Scenari...
L I S T E N I N G S E S S I O N S
LISTENING SESSION
Immersion in your
customer’s experience
•  Focus on listening Deep, active listening helps us uncover la...
TRADITIONAL
Interview questions & tips
NEW APPROACH
Active participation
The interview
ACTIVE PARTICIPATION
The interview
COLLABORATION
The interview
EXPERT FACILITATION
The interview
ANALYSIS
Interview questions & tips
STORYTELLING
REQUIREMENTS
Listens between the lines
Bridges the gap between biz and user
Adept at teasing out the Why
Empathic Listener...
KEY INGREDIENTS
How do You make it a success?
Getting the most out of a Listening Session requires more than just a gather...
QUESTIONS?
FIN
Brian Winters
brian.winters@manifestdigital.com
@bwinters
Customer Research & Personas
Customer Research & Personas
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Customer Research & Personas

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This presentation reviews the different approaches to research and outlines how you can bring the personas out of static documents and into the on-going conversation about your customers within your organization with something called Listening Sessions.

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Customer Research & Personas

  1. 1. 6.16.2014 Customer Research & Personas Brian Winters @bwinters
  2. 2. WHAT WE’LL COVER Personas Overview Research to Personas Listening Sessions
  3. 3. A FEW QUESTIONS How well do you know your customers? How do you use personas? What is the value of personas to your organization?
  4. 4. P E R S O N A S O V E R V I E W
  5. 5. PERSONA VALUE We talk to people to gain a better understanding of them, their context and what they need to accomplish their goals. The data we uncover feeds into our design decisions and uncovers new opportunities. §  Common understanding of our users §  Describes peoples’ goals and mental models §  Aids us in design decisions §  Prioritizes features §  Scenario-based §  Rich stories with emotion = Empathy §  Consensus builders It’s not just about pain-points, it’s about insights
  6. 6. Forrester’s six criteria for personas SIX CRITERIA 1.  Does the persona sound like a real person? 2.  Is the persona’s narrative compelling? 3.  Does the persona call out key attributes and high-level goals? 4.  Is the persona focused on establishing design decisions? 5.  Is the persona usable? 6.  Does the persona have appropriate production values? Source: state of the art personas, jonathan browne – forrester research
  7. 7. A persona artifact is just one piece to understanding the customer CHALLENGES Persona documents are simply a snapshot Personas can be easily forgotten Empathy for the user is missing in the conversation We know the persona detail, but can we speak for them? Getting to the right data requires skill and practice
  8. 8. THE INGREDIENTS • Characteristics • Interests • Personality • User Type • Quotes • Skills • Knowledge • Scenarios • Relationships • Emotions • Goals • Pain Points • Frustrations • Influences • Technology PROFILE CONTEXT OPPORTUNITY
  9. 9. Image Name/Personal Info Demographics Scenario/Overview Goals/Needs Frustrations/Pain Points Persona template Common Activities/ScenariosAttributes Snapshot
  10. 10. Transform your business BIZ QUESTIONS What does it take to shift our culture to be more customer-centered? Do we have a good story to tell of our customers and their experience with us? How do people really use our products and why? What’s the best way to beat our competitors?
  11. 11. R E S E A RC H F O R P E R S O N A S
  12. 12. RESEARCH TO PERSONA Research Data: •  Quotes •  Pain Points/Needs •  Observations •  Insights •  Tasks •  Scenarios Data Analysis Finding Patterns: •  Affinity Clustering •  Relationships •  Emotions •  Behaviors •  Needs Identification •  Context Attributes Develop Insights & Persona •  What does it mean? •  Follow-up research •  Storytelling •  Common Understanding •  Research, test, iterate Synthesis
  13. 13. Overview Generative research methods help us uncover people’s motivations, behaviors & attitudes, Through direct observation we discover context- of-use, and how people really do things. Value This type of research drives innovation and yields insights to leapfrogging the competition. Genera&ve  Research     Evalua&ve  Research     Preference  Research     Data and Insights: › See how people are doing their work in context. › Observe artifacts people use in their workflow. › Observe work-arounds that show hidden needs. › Discover details of relationships between people and departments where you can create value. › Understand the Why behind behaviors, motivations and beliefs Overview Evaluative research methods are used to validate current solutions, optimize the current experience, and improve business metrics. Value This type of research yields incremental improvements to evolve an existing solution. Data and Insights: › Find gaps in the flow of user tasks. › Uncover improvements in content and labeling. › See how your current solution stacks up against the competition. › Validate design decisions for navigation, content organization and interactions. › Usage statistics provide direction on potential areas for improvement. Overview With preference research methods help we ask people to express their perceptions, opinions, beliefs about a product or service. Value This type of research provides direction on where to go deeper with other research methods. Data and Insights: › Find out if people like a design, branding and the aesthetics. › Uncover what people like or dislike about the experience they have with your solution. › Capture quantitative feedback to uncover behavior trends and attitudes. › Understand how people perceive the value of your solution. RESEARCH TYPES
  14. 14. Genera&ve  Research     Evalua&ve  Research     Preference  Research     METHOD SELECTION Find new ways to increase engagement with your customers. Business Questions: › How can we delight our customers? › How do we disrupt the market? › How do people really use our products? Research Methods: › Contextual Inquiry › Non-directed Interview › Ethnography › Customer Diary Optimize the customer experience and your success metrics. Business Questions: › Can we increase our conversion rate? › Is our navigation helpful to our customers? › How do we stack up against competitors? Research Methods: › Usability or A/B Testing › Web Analytics › Card Sorting › Competitive Analysis Understand customers’ opinions and preferences to improve adoption. Business Questions: › What do people think of my brand? › What do they want from my company? › What do people like about our products? Research Methods: › Surveys › Focus Groups › Customer Feedback Channels › Card Sorting
  15. 15. Where do you get good Persona Data? PERSONA DATA Existing Research Existing Customer Data Customer Feedback Channels Usability Research In-Context Interviews
  16. 16. Good analysis is important to find the right data ANALYSIS Know what you are looking for Make sure data is complete Look for unexpected patterns Allow enough time to process data Work in small groups
  17. 17. Turning your insights into a persona SYNTHESIS No strict formula to persona design Make it a story or conversation Scenarios are important Should be easily shared Update frequently with new data
  18. 18. L I S T E N I N G S E S S I O N S
  19. 19. LISTENING SESSION Immersion in your customer’s experience •  Focus on listening Deep, active listening helps us uncover latent needs and unexpected insights. •  Facilitated Session Facilitate the analysis of what you are hearing from the customer to drive towards new ideas and uncover new ways to think about your solution. •  Real-Time You’ll walk away from every the sessions with insights that you can immediately apply to your project work. •  Active Participation Share with a broader group how to analyze usability research data, teaching your team how to think about the data and findings, for maximum impact on your designs.
  20. 20. TRADITIONAL Interview questions & tips
  21. 21. NEW APPROACH
  22. 22. Active participation The interview ACTIVE PARTICIPATION
  23. 23. The interview COLLABORATION
  24. 24. The interview EXPERT FACILITATION
  25. 25. The interview ANALYSIS
  26. 26. Interview questions & tips STORYTELLING
  27. 27. REQUIREMENTS Listens between the lines Bridges the gap between biz and user Adept at teasing out the Why Empathic Listener Skilled researcher Co-participation by stakeholders Facilitation Real Empathy Structure & planning Keys to success Empathic listening Merges perspectives to gain empathy Illustrates motivations and goals Focuses on experiences and not product preferences Uncovers the Why Active participation More minds, more better Increases stakeholder buy-in Teaches people how to listen New way to collaborate
  28. 28. KEY INGREDIENTS How do You make it a success? Getting the most out of a Listening Session requires more than just a gathering of people with post-it notes. Approach, skill and preparation can make a difference. Solid Plan & Structure Strong In-room Facilitator Workspace & Support Committed Stakeholders Adjust, Adjust, Adjust Delay Solutions Talk
  29. 29. QUESTIONS?
  30. 30. FIN Brian Winters brian.winters@manifestdigital.com @bwinters

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