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Design Thinking 101 - Personas

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Design Thinking 101 - Personas

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The why, what and how of Personas.
This 90 minutes session is part of a series of short and focused masterclasses.
The series is meant for people who have little or no experience applying design thinking methods, tools and frameworks.
This is a Masterclass by Arne van Oosterom

The why, what and how of Personas.
This 90 minutes session is part of a series of short and focused masterclasses.
The series is meant for people who have little or no experience applying design thinking methods, tools and frameworks.
This is a Masterclass by Arne van Oosterom

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Design Thinking 101 - Personas

  1. 1. Arne van Oosterom Creative Leadership Coach Founder DesignThinkers Academy Advisor HBA & Director HBA Amsterdam
  2. 2. WHAT IT IS NOT? PERSONAS
  3. 3. Marketing Pro fi les, Stereotypes, Market segments, Buyer Personas…
  4. 4. Demographics “geography, age and gender are garbage for predicting taste.” - Net fl ix
  5. 5. WHAT IS IT? PERSONAS
  6. 6. To capturing, visualise and make data come to life Research Tool
  7. 7. A persona is based on research Qualitative & Quanitative
  8. 8. Data you already have: CRM data Analytics Customer Data bases Order History
  9. 9. Include frontline sta ff and employees who interact directly with customers
  10. 10. Represent patterns of behaviour within a certain context PERSONAS
  11. 11. A persona is a fi ctional representations and generalisations of a cluster of your target group with similar behavioural patterns, attitudes and goals in relation to your product
  12. 12. Exciting Customer Persona Potential Customers Persona
  13. 13. A Persona humanises data Makes it tangible, visual and relatable Keeps People at the centre of development
  14. 14. EMPATHY
  15. 15. PERSONAS Person-Positivity Heuristic
  16. 16. The Scope-Severity Paradox Increasing the number of people victimised by a crime decreases the perceived severity of that crime and leads people to recommend less punishment for crimes that victimize more people.
  17. 17. Write a question in the chat
  18. 18. EXERCISE PERSONAS
  19. 19. PERSONAS
  20. 20. PERSONAS
  21. 21. PERSONAS
  22. 22. PERSONAS
  23. 23. PERSONAS
  24. 24. PERSONAS
  25. 25. PEN AND PAPER
  26. 26. Context
  27. 27. Context Your service context User environment Psychographics Personal background Professional background Without Context ‘dead data’ is dead
  28. 28. motivation
  29. 29. motivation incentives fears growth power Social
  30. 30. Behavior
  31. 31. Behavior the way in which one acts or conducts oneself
  32. 32. attitude
  33. 33. attitude a settled way of thinking or feeling about something
  34. 34. How to call your persona? Tourists, Patient, User, Customers, Buyer
  35. 35. Fast Mover Expert User Extreme user How to call your persona?
  36. 36. User Community A Tribe B How to call your persona?
  37. 37. Julia, Simone, Jesica, Philip, John How to call your persona?
  38. 38. name
  39. 39. demographics Occupation Age Gender Race Family Size Religion
  40. 40. Write a question in the chat
  41. 41. Persona + Empathy Map
  42. 42. PERSONAS
  43. 43. Stakeholder map
  44. 44. Secondary personas E.g. Caregiver Parents
  45. 45. Extreme Users / Utilisers
  46. 46. Recruitment PERSONAS
  47. 47. Write a question in the chat
  48. 48. WHEN DO YOU USE IT? PERSONAS
  49. 49. EXPLORE (RE)FRAME IMPLEMENT diverge converge diverge converge create choice make choice create choice make choice DOUBLE DIAMOND
  50. 50. WHY DO YOU USE IT? PERSONAS
  51. 51. - A way to collect and humanise your research data - A common language to align a interdisciplinary team - To create buy-in
  52. 52. HOW DO YOU USE IT? PERSONAS
  53. 53. PERSONAS
  54. 54. Keep it alive … a Pandemic might change your Personas needs and behaviour… ( e.g. Fashion brand Chanel ran an advertisement campaign showing models in a holiday setting…)
  55. 55. EXAMPLES PERSONAS
  56. 56. PERSONAS
  57. 57. PERSONAS
  58. 58. PERSONAS 1 NYCMansionPersonasand CustomerJourneyMap documentation Mr. & Mrs. Smith Identity The 40-60 year old woman, NYC resident, she is a world traveler, well-cultured, educated and has her days filled with board meetings, charity events and other business. Background Mrs. Smith has not shopped with Cartier and has made a point not to as she feels Cartier is too commercial and feels that brands such as Harry Winston are more relevant to her fashion taste. She does rely on the opinions of her social group and often shopping or doing things groups. All while wanting something special that her friends do not have. Problem/Needs Mrs. Smith has a 25th anniversary coming up and would like to dress for the occasion. Quote “I don”t want to see myself coming and going…” Opportunity – Need to draw Mrs. Smith into the store either through special events, windows installation, friend/social group that can lure her in.
  59. 59. Customer Journey Mapping for Hiring and Onboarding Service MIA She is a Senior Brand Manager based in Luxembourg. OBJECTIVES She is extremely focused on delivering results. She is sociable and likes to stay ahead of new trends’ QUOTE “THE BEST MOMENT FOR ME IS DEFINITELY WHEN I GOT APPOINTED TO WORK FOR THE NO. 1 GLOBAL BRAND! I FEEL PROUD EVERY DAY TO WORK FOR THIS BRAND” CAREER WEBSITE CAREER WEBSITE HR Services to Support and Delight Service Scenario 03 CAREER WEBSITE Service Scenario 04 ON-BOARDING PLANNING ONBOARDING PLAN EXPERIENCESTAGESTOUCHPOINTS NEW HIRE An aspirational Customer Journey of a Newly Hired Associate. phoneSocial media & contacts Network events CONSIDERING/SEARCH NEGOTIATING ACTIONS The Candidate finds information on the KO website. The Candidate completes interviews. The Candidate easily submits job application. Initial communication confirms mutual interest. The Candidate gets ready for the interview. The Candida provides references f final proces The Candidate receives personalized feedback via email & phone. The Candidate receives tips for the scheduled interview. “I AM VERY EXCITED ABOUT POSSIBLE JOB OPPORTUNITIES AT KO.” “THE PROMPT FEEDBACK MADES ME FEEL VERY CONFIDENT.” “I FEEL VERY CONFIDENT BECAUSE THE JOB DESCRIPTIONS WERE INSPIRING AND CLEAR.” “I APPR Q “I’M EXCITED AND ANXIOUS ABOUT JOB INTERVIEWS BUT HAVING RECEIVED DETAILS FROM THE T.A.P., I’M FEELING CONFIDENT & PREPARED FOR MY INTERVIEWS.” “I LIKE THE PROMPT AND PESONAL CONTACT, IT MOTIVATED ME A LOT!” BACKOFFICENARRATIVE I think it’s time for a new challenge, in a place where I can contribute & be creative. There’s no growth potential here, it’s time to go online and see what’s out there. Mia gets an email from the T.A.P. to say she has been selected for interview and has scheduled a time. Mia is delighted when she receives more information about the role, the type of interview & a link to the KO website to help her prepare. Mia receives an email from the T.A.P. to say the interview went well and they would like to schedule another. Mia gets an T.A..P. to tel successful & offer her the T.A.P. tells h the offer let Mia tells her friend that she saw this cool job on KO website and she tells her how easy it was for her to apply for the job on the KO website using her Linked In profile. Mia looks for further information about the role on the KO website and she finds the video testimonial about the role provides her with a real sense of what the new role entails. T.A.P. The Talent receives the application and make it available for the Talent Acquisition Partners The recruitment staff keeps the communication with Candidate active and useful T.A.P. recives the information about candidate and gets ready for Candidate first Interview T.A.P. stays in contact with the Candidate for feedback and to schedule further interviews if required. planningphone T.A.P.email email emailKO website KO website KO website KO website KO website KO websit Customer Journey Mapping for Hiring and Onboarding Service MIA She is a Senior Brand Manager based in Luxembourg. OBJECTIVES She is extremely focused on delivering results. She is sociable and likes to stay ahead of new trends’ QUOTE “THE BEST MOMENT FOR ME IS DEFINITELY WHEN I GOT APPOINTED TO WORK FOR THE NO. 1 GLOBAL BRAND! I FEEL PROUD EVERY DAY TO WORK FOR THIS BRAND” CAREER WEBSITE CAREER WEBSITE HR Services to Support and Delight Service Scenario 03 CAREER WEBSITE Service Scenario 04 ON-BOARDING PLANNING ONBOARDING PLAN EXPERIENCESTAGESTOUCHPOINTS NEW HIRE An aspirational Customer Journey of a Newly Hired Associate. phoneSocial media & contacts Network events CONSIDERING/SEARCH NEGOTIATING ACTIONS The Candidate finds information on the KO website. The Candidate completes interviews. The Candidate easily submits job application. Initial communication confirms mutual interest. The Candidate gets ready for the interview. The Candidate receives personalized feedback via email & phone. The Candidate receives tips for the scheduled interview. “I AM VERY EXCITED ABOUT POSSIBLE JOB OPPORTUNITIES AT KO.” “THE PROMPT FEEDBACK MADES ME FEEL VERY CONFIDENT.” “I FEEL VERY CONFIDENT BECAUSE THE JOB DESCRIPTIONS WERE INSPIRING AND CLEAR.” “I’M EXCITED AND ANXIOUS ABOUT JOB INTERVIEWS BUT HAVING RECEIVED DETAILS FROM THE T.A.P., I’M FEELING CONFIDENT & PREPARED FOR MY INTERVIEWS.” “I LIKE THE PROMPT AND PESONAL CONTACT, IT MOTIVATED ME A LOT!” BACKOFFICENARRATIVE I think it’s time for a new challenge, in a place where I can contribute & be creative. There’s no growth potential here, it’s time to go online and see what’s out there. Mia gets an email from the T.A.P. to say she has been selected for interview and has scheduled a time. Mia is delighted when she receives more information about the role, the type of interview & a link to the KO website to help her prepare. Mia receives an email from the T.A.P. to say the interview went well and they would like to schedule another. Mia tells her friend that she saw this cool job on KO website and she tells her how easy it was for her to apply for the job on the KO website using her Linked In profile. Mia looks for further information about the role on the KO website and she finds the video testimonial about the role provides her with a real sense of what the new role entails. T.A.P. The Talent receives the application and make it available for the Talent Acquisition Partners The recruitment staff keeps the communication with Candidate active and useful T.A.P. recives the information about candidate and gets ready for Candidate first Interview T.A.P. stays in contact with the Candidate for feedback and to schedule further interviews if required. planningphone T.A.P.email email emailKO website KO website KO website KO website KO website
  60. 60. Customer Journy Mapping Prototyping Stakeholder Mapping Facilitation

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