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Personas Bootcamp - Where Product Meets User Needs


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A one-night UX / CX Bootcamp presentation about Personas in Sydney, Australia for General Assembly students. Topics include:

• Why personas are a powerful tool for product development
• Types of field research methods
• How to analyze the data collected
• Create personas and scenarios
• How to use personas effectively

Published in: Marketing, Design
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Personas Bootcamp - Where Product Meets User Needs

 BOOTCAMP Mauricio Perez UX / CX Consultant
  2. What we will learn in 1.5 hours AGENDA ‣ What are Personas? ‣ Why use Personas? ‣ How to create Personas ‣ Field research methods ‣ Interview + Task Model exercises ‣ Analysing the data ‣ Analysis + scenario exercises ‣ Using Personas effectively 2
  4. What are Personas? A persona is not an actual user, but a “hypothetical archetype” or character who represents a group of users to understand their needs and problems 4
  5. What are Personas? Personas can come in a variety of presentations 5 Foxtel iQ3 : Discover phase findings May 2013 | Commercial in Confidence 212 Massive Interactive Pty Ltd.5 Viewing By myself With others Open to new experiences Timid Adventurous Information Seeking Sit back Hunt it out Organisation Too much work Will spend time Learning By accident Play until get it Technology I own The basics All the latest Tech Ability Luddite Wired Social Networks Not for me Awesome Wealth Struggling Affluent Challenges Is often distracted, concentration is low, wont read or seek out information Is capable and will play around until she figures it out if the perceived value is high enough. Stumbles on new content through friends and ads. Discovering & Learning Decision Making Technology Will wait, not in a rush for the newest technology as it out- dates quickly. Waits for contracts to run out before upgrading Uses skype to talk to her parents. I record too much I’ll often record so much that I don’t have time to watch it all, I think when am I going to catch up on all of this. I’m not sure when my episodes are on. Sometimes I miss the start of my favourite shows as I don’t know when they are on. I’ll be chatting with a girlfriend and they start talking about the new episodes and I’m thinking how did I miss this. It’s all about the kids at the moment! I’m busy looking after the kids. I don’t want to spend a lot of time and effort finding something to watch. I’ll record a show, to watch later when the kids are in bed, that way I can skip the ads . It’s cheaper at the DVD store When my husbands home we will go to the DVD store and rent a film as its $2 rather than pay $6 with Foxtel. We had the movie channel and let it go as it was too expensive and not enough choice. Kellie: Help me make the right choice “Sometimes I’ll record a show and forget to press +20 and it doesn’t record the end, it’s another thing to remember” Doesn’t have time to think about what to watch. Recording shows that won’t get watched. Missing the start of new season episodes. Resistance to paying more Has to think carefully about her spending as money is tight, likes a bargain or special offer. Makes all the day to day household decisions. Wants to avoid effort will use the EPG for laziness. Kellie is married to Pete, they have two children Chloe 5 and Josh 3. They are currently renting but are hoping to buy something within the next year as Kellie really likes the area, it has a good school and plenty of parks for the kids. Pete travels away for work so Kellie spends a lot of time at home with just the kids. She likes to have the TV on as background company when Pete is away, it keeps her from feeling lonely. Kellie has been with Foxtel for 4 years, she expects Foxtel to offer her more choice for her money especially as money is tight at the moment and they have after all spent lots of money with Foxtel. Age: 28 Occupation: Home maker Location: Maitland, NSW Needs: Reduce her channels to what is in her package. Make free content more obvious. Reminders notifications - start dates for new seasons. Being rewarded for loyalty as a long term subscriber. Favourite Channels Favourite Brands & Apps
  6. What are Personas? What goes into the creation of a persona is what we deem to be important to the success of a product or service 6
  7. 7 User Experience: It’s about knowing your users & customers What are Personas? Business 
 Goals User 
 Needs Technological Constraints UX
  8. 8What are Personas? Business 
 Goals User 
 Needs Technological Constraints UX User context EmotionalPhysical Cognitive  DOING environment, physical activity, habits, disabilities, preferences, sensory stimuli FEELING psychological state, stress level, needs, desires LEARNING cognitive assumptions, learning ability, education User Experience: It’s about knowing your users & customers
  9. Q&A What are Personas?
  11. 11Why use Personas? To gain perspective When we look at a persona, we look through a lens with which they see the world. With those glasses on, when we make decisions, we do so having internalised the persona’s goals, needs and wants. “We do not see things as they are. We see things as WE are” Anais Nin
  12. 12Why use Personas? Narrative practice They tell a story. This is very effective because they leverage and stimulate one of the most innate human abilities to remember details because it is a connection of cause and effect. A listener turns the story into their own idea and experience… and remembers it
  13. 13Why use Personas? Predicting outcomes Theory of Mind (Folk Psychology): the ability to predict another person’s behaviour by understanding their mental state.
  14. 14Why use Personas? Personas help to answer very specific questions 1. What demographic do they fall into? 2. What are their frustrations? 3. What factors influence their behaviours? 4. What do they tend to say? 5. What technology are they comfortable with? 6. What are their needs? Illustration by UX Lady
  15. Q&A Why use Personas?
  17. 17How to create Personas Demographics sample of quantitative data
  18. 18 Where do we get quantitative data? How to create Personas ‣ Online Traffic Analytics ‣ Marketing demographics ‣ Australian Bureau of Statistics ‣ Survey respondents ‣ Customer service forums ‣ Social media followers ‣ Market Research recruitment providers (be wary of “professional” users)
  19. 19 How can we get qualitative data for personas? How to create Personas ‣ Face-to-face interviews (x30) ‣ Task modelling ‣ Contextual research ‣ Shadowing ‣ Diary studies User context EmotionalPhysical Cognitive ! FEELING psychological state, stress level, needs, desires DOING environment, physical activity, habits, disabilities, preferences, sensory stimuli LEARNING cognitive assumptions, learning ability, education
  20. 20 User Interviews Field Research Methods 30+ in-depth conversations with structured questions starting a little about their lives but allow flexible discussion to guide insights on topics relating to their experience and behaviour around a product / service. Best conducted in context when we ask to observe them in action.
  21. 21Field Research Methods Shadowing (Observing) Observation (usually with their consent) of a customer’s experience with a service /product. Oſten we can learn things that they might never tell us. It can entail watching someone over a course of time or many people to find patterns. Useful when followed up with a contextual interview.
  22. 22Field Research Methods Diary studies Diary studies capture data from participants as they live through certain experiences in context from their own perspective. They are great when used with interviews to draw insights from. However, they are subject to inaccurate recall, low control and participation and incompleteness without incentives.
  23. 23Field Research Methods Focus Groups Facilitation with a group of customers. Useful in focussing on a group behaviour and capture their experiences and needs. They need a good facilitator to allow all participants to contribute and not let the group be led by a strong personality however
  24. 24Field Research Methods Task Modelling A Task Model diagram can be created to list tasks around a person’s needs and behaviours to dive deeper and discover what they are trying to accomplish, and then create solutions that match. Illustration by Brad Colbow
  25. 25 No access to users? Go guerrilla research! Field Research Methods ‣ Customer Feedback Channels: ‣ Social media ‣ Telephone ‣ Email ‣ Create a feedback channel (eg. Ethnio) ‣ Get out of the building and find them “Leaving the user behind is not an option.” Chekob Nielsen
  26. 26 Typical incentives for recruiting users How to create Personas ‣ Money ($50-$100 hour) ‣ $100 Giſt cards ‣ Membership to your product / service ‣ Competition entries (State laws apply) ‣ Social kudos for inviting friends to partake ‣ Beg, bribe and buy them another coffee
  27. 27 KEY OBJECTIVES Face to face interview PERSONA CREATION EXERCISE AGENDA 10 minutes DELIVERABLE Interview notes RESOURCES • Interview template • Product / Service idea e.g. Smart Phone, Public service 1. Choose [product / service] 2. Find out as much as you can about your designated person onto the interview sheet
  28. 28PERSONA CREATION EXERCISE Interview Template Sketch and name 1 Behaviours and demographic Needs and pain-points Potential solutions 2 3 4 Start by folding a sheet of paper into four boxes Next we will be interviewing and getting as much detail as possible very quickly. The primary goal here is to develop empathy for the people you want to use your product.
  29. 29PERSONA CREATION EXERCISE Interview Template Focus on the kinds of things that might be important to the way this person uses the product or service ‣ Ask open-ended questions and avoid leading people to the answers you want. ‣ Ask what people feel, not just what they think. ‣ Get them to tell you what they might do in a typical day from morning to night Emily, 38 Chatswood "Working mum" DEMOGRAPHICS • Married • 2 kids, age 5 & 9 • Works 4 days per week as a Marketing director • Husband works long hours • Values family time NEEDS & PAINS • Doesn't know what kids do at school • Too tired to help with Homework • Little communication with teacher SOLUTIONS • Enable conversation with kids • Make it easy to reach teacher
  30. Q&A How to create Personas
  32. 32PERSONA CREATION EXERCISE What have we found?
  33. KEY OBJECTIVES Affinity Mapping PERSONA CREATION EXERCISE AGENDA 10 minutes 1. Write down any patterns you have noticed in your interviews (one label for each sticky note) 2. Put them onto the wall in groupings DELIVERABLE Affinity Map RESOURCES ‣ Sticky notes ‣ Sharpies 33
  34. KEY OBJECTIVES Persona creation PERSONA CREATION EXERCISE AGENDA 15 minutes 1. Discuss as a group how many types of personas there could be and name them 2. Vote for the primary and secondary ones DELIVERABLE Primary and secondary personas RESOURCES 1. Stickies on the wall 34
  35. Q&A How to create Personas
  37. 37Using Personas effectively Personas: good or evil? Personas are a tool and powerful in the right time and place. Any tool can be used for good or evil, and personas are no different.
  38. 38Using Personas effectively Problem personas If used improperly, as when personas are not based on first-hand research, or based solely on market research (as opposed to ethnographic research), then personas will impart an inaccurate understanding of users and provide a false sense of security and solidify assumptions.
  39. 39Using Personas effectively Empty Personas The truly fictional persona can be on based only on marketing data or the opinions of company stakeholders, whether they’d ever met a real user or not, fictional personas poisoned the pool.
  40. 40Using Personas effectively Goal-directed Design 1. Defining the persona 2. Describe the scenario 3. Fulfill their goals
  41. KEY OBJECTIVES Illustrating scenarios PERSONA CREATION EXERCISE AGENDA 15 minutes 1. From the persona created, illustrate some typical scenarios arising in the life of the persona when experiencing this product / service DELIVERABLE Scenario storyboards RESOURCES 1. Persona templates 2. Storyboard templates 41
  42. 42Using Personas effectively Get grounded Good, solid first-person research is at the heart of all useful personas. This includes careful preparation and participant recruiting across a wide variety of potential users. The resulting observations require thoughtful, creative analysis and synthesis that not only boils down what the users are doing and expressing but finds out why: why is this observation true?
  43. 43Using Personas effectively Round Out with Real Voices Allow actual users to tell their own stories. Use real quotes photos, audio, or video of people in their environment. Instead of inventing stories to bring imaginary people to life, lean on journalistic or documentary techniques to let users have their say in their own words.
  44. 44Using Personas effectively Evangelize Your Personas Personas can be kept alive within an organisation by laying some groundwork. ‣ Assign a champion to keep personas alive ‣ Present personas to key departments ‣ Pair personas with visual scenarios ‣ Use role-playing and Q&A with personas to answer questions the team has. Illustration by Brad Colbow
  45. Q&A How to create Personas
  46. EL FIN 15Personas Bootcamp