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Personas

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Personas

  1. 1. Steps of the Project <ul><li>Personas √ </li></ul><ul><li>Site/Competitive Audit </li></ul><ul><li>Vision Document </li></ul><ul><li>Wireframes </li></ul><ul><li>Conceptual Design </li></ul>
  2. 2. What is a Persona? <ul><li>A representative profile of segments of the target audience. </li></ul><ul><li>Personas summarize user research findings and bring that research to life in a such a way that everyone can make better decisions based on real users, not themselves. </li></ul><ul><li>Personas facilitate a shared vision for whom you’re designing and what they want to achieve. </li></ul><ul><ul><li>Using Personas throughout the audit, design, testing and development processes will ensure the focus remains on the end user. </li></ul></ul>
  3. 3. Elements of the Persona <ul><li>To better understand the possible customer each persona is broken down to 3 main elements: </li></ul><ul><li>Profile </li></ul><ul><ul><li>The profile extends the branding information and adds life to the persona. </li></ul></ul><ul><ul><li>Information captured in the profile can be subjective, but is based on research. </li></ul></ul><ul><ul><li>The profile helps us extend the persona to people we know so we can better relate to how that person makes decisions. </li></ul></ul><ul><li>Motivation </li></ul><ul><ul><li>Captures the thoughts and ideas behind what might bring a user to the website. </li></ul></ul><ul><ul><li>Identifies drivers of key tasks users are likely to perform on the site. </li></ul></ul><ul><li>Behaviors </li></ul><ul><ul><li>Behaviors capture the actions a user might take while he or she is responding to a particular situation or motivator. </li></ul></ul>
  4. 4. How Personas Can Shape Site Experience Attribute Role of the Site While he is the primary influencer of purchase decisions, Kevin needs to rely on decision by committee. The site should make content portable via print, send and share functionality. Jim needs to determine if the company can afford to purchase new trailers or if they should just invest in maintenance. Present clear and direct access to overall cost of ownership information. Bill is likely to come to the site looking for news, earnings releases and overall perspective the company’s financial strategy. Provide insight into the company’s strategic goals in addition to standard investor content. Harold knows the industry terms and exactly what he’s looking for. Make sure key content is optimized for search and avoid PDF formats as the only means of access. Robert stays connected via smartphone when traveling between dealer locations. Optimize the sites for mobile viewing.
  5. 5. Personas are Collaborative <ul><li>The following information was used to create the foundations of the personas. </li></ul><ul><ul><li>Initial stakeholder insight from the team kickoff </li></ul></ul><ul><ul><li>Insight from the brand assessment study </li></ul></ul><ul><ul><li>General research including profile data from job posting descriptions and event attendee descriptions (Great American Trucking Show, Mid-American Trucking Show) </li></ul></ul><ul><li>While today’s profiles provide a solid foundation, additional insight is needed to </li></ul><ul><ul><li>Verify assumptions </li></ul></ul><ul><ul><li>Supplement attributes </li></ul></ul><ul><ul><li>Correct or adjust </li></ul></ul>
  6. 6. <ul><li>Profile </li></ul><ul><li>Works at an enterprise company and holds a title like Executive Fleet Manager. </li></ul><ul><li>While the primary influencer of fleet purchase decisions, he needs to rely on decision by committee. </li></ul><ul><li>Daily job tasks include using his PC to managing fleet accident and maintenance reports. </li></ul><ul><li>Responsible for uptime and maintenance of the fleet. </li></ul><ul><li>Motivation </li></ul><ul><li>Needs to replace aging fleet of 2000+ dry vans. </li></ul><ul><li>Searching overall cost of ownership figures. </li></ul><ul><li>Needs to find information that will support not only initial investment outlay, but justify maintenance expenses. </li></ul><ul><li>Looking for new technologies that will reduce maintenance costs and increase uptime. </li></ul><ul><li>Behaviors </li></ul><ul><li>Kevin will shop competitively, visiting sites multiple times to retrieve facts. </li></ul><ul><li>While developing his opinion on which manufacturer is best he will keep in mind who manufactures in the US. </li></ul><ul><li>Persona: Kevin </li></ul><ul><li>40-50 years old </li></ul><ul><li>Male </li></ul><ul><li>Bachelors Degree </li></ul><ul><li>Likely to have 10+ years management experience </li></ul><ul><li>Target for: </li></ul><ul><ul><li>www.xxxxxxxxxxxxxxx.com </li></ul></ul>“ I’m looking for a strategic partner– not just the right manufacturer.” FPO
  7. 7. <ul><li>Profile </li></ul><ul><li>Has held several positions at a mid-size for-hire company. </li></ul><ul><li>Holds the title Middle Fleet Manager. </li></ul><ul><li>Uses a PC to keep track of fleet reports and a company cell phone to communicate with employees. </li></ul><ul><li>Motivation </li></ul><ul><li>Needs to purchase 25 new trailers* from a local dealer. </li></ul><ul><li>Looking for clear product information including detailed specifications, warranty information and parts availability. </li></ul><ul><li>Printing out details from many sites and is going to create a report. </li></ul><ul><li>Likely to Google manufacturers’ names to locate the websites. </li></ul><ul><li>Behaviors </li></ul><ul><li>Tony likely will shop competitively, visiting sites multiple times to retrieve facts. </li></ul><ul><li>Likely to call a dealer for quick answers. </li></ul><ul><li>Has brand preferences but wants to review all options to feel better about his decision. </li></ul><ul><li>Persona: Tony </li></ul><ul><li>30-40 years old </li></ul><ul><li>Male </li></ul><ul><li>High school diploma or higher </li></ul><ul><li>Likely to have 3-5 years managerial experience </li></ul><ul><li>Target for: </li></ul><ul><ul><li>www.xxxxxxx.com </li></ul></ul><ul><ul><li>www.xxxxxxxxxxxx.com </li></ul></ul>“ Buying new trailers can be stressful but maintaining them can be worse.” FPO * If Tony were a mid-sized company ordering dry vans, the order would be closer to 500.
  8. 8. <ul><li>Profile </li></ul><ul><li>Works for a midsize company (25-100 flatbed trailers). </li></ul><ul><li>Performs many roles and holds many titles (Owner, General Manager, Finance Director, etc). </li></ul><ul><li>Daily tasks include developing finical reports, attending and running internal company meetings. </li></ul><ul><li>Uses his PC most of the day to manage his reports as well as review finical blogs. </li></ul><ul><li>Motivation </li></ul><ul><li>Needs to determine if the company can afford to purchase new trailers or if they should just invest in maintenance. </li></ul><ul><li>Looking for product information that speaks to long term product investment. </li></ul><ul><li>Behaviors </li></ul><ul><li>Appreciates when commercial pricing is available online, but is willing to make calls for current information. </li></ul><ul><li>Turned off by sites that are heavy on marketing and light on facts. </li></ul><ul><li>Jimmy understands many business perspectives within the company. </li></ul><ul><li>Persona: Jimmy </li></ul><ul><li>40-50 years old </li></ul><ul><li>Male </li></ul><ul><li>Bach. Degree in Business </li></ul><ul><li>6-8 years finance management experience </li></ul><ul><li>Target for: </li></ul><ul><ul><li>www.xxxxxxx.com </li></ul></ul><ul><ul><li>www.xxxxxxxxxxxxxxxxx.com </li></ul></ul>“ I need to know how today’s spending will affect the company over the next 10 years.” FPO
  9. 9. <ul><li>Profile </li></ul><ul><li>Works for a large company (3000+ dry vans). </li></ul><ul><li>Holds the title Finance Manager. </li></ul><ul><li>Daily tasks include developing finical reports, attending and running internal company meetings. </li></ul><ul><li>Uses his PC most of the day to manage his reports as well as review finical blogs. </li></ul><ul><li>Motivation </li></ul><ul><li>Needs to determine if the company can afford to purchase new trailers or if they should just invest in maintenance. </li></ul><ul><li>Looking for product information that speaks to long term product investment. </li></ul><ul><li>Needs to know that XXXXX is a stable company to do business with. </li></ul><ul><li>Behaviors </li></ul><ul><li>Appreciates when commercial pricing is available online, but is willing to make calls for current information. </li></ul><ul><li>Turned off by sites that are heavy on marketing and light on facts. </li></ul><ul><li>Jim collaborates with the Fleet Manager but finds it challenging to get him to cut costs. </li></ul><ul><li>May find that he’s not as familiar with industry terms as he needs to be. </li></ul><ul><li>Persona: Jim </li></ul><ul><li>40-50 years old </li></ul><ul><li>Male </li></ul><ul><li>Bach. Degree in Finance </li></ul><ul><li>6-8 years finance management experience </li></ul><ul><li>Target for: </li></ul><ul><ul><li>www.xxxxxxxxxxxx.com </li></ul></ul>“ I need to know how today’s spending will affect the company over the next 10 years.” FPO
  10. 10. <ul><li>Profile </li></ul><ul><li>Holds the a title like Maintenance Director. </li></ul><ul><li>Common tasks include developing accident reports. </li></ul><ul><li>Uses his PC most of the day to manage his reports. </li></ul><ul><li>Though not responsible for purchase decisions, Harold is a very strong influence. </li></ul><ul><li>Motivation </li></ul><ul><li>Needs to review warranty program details. </li></ul><ul><li>Searching for accurate online information of product compliancy with government road safety regulations. </li></ul><ul><li>Seeks out company websites to find phone numbers. </li></ul><ul><li>Behaviors </li></ul><ul><li>Harold knows the industry terms and exactly what he’s looking for. </li></ul><ul><li>Since he needs accurate answers Harold will call to talk to someone about a particular question. </li></ul><ul><li>Harold is likely to seek the opinions of his industry peers. </li></ul><ul><li>Good customer service earns his loyalty </li></ul><ul><li>Feels better knowing the company can help him stay on top of regulations and compliance issues. </li></ul><ul><li>Persona: Harold </li></ul><ul><li>40-50 years old </li></ul><ul><li>Male </li></ul><ul><li>Bachelor Degree </li></ul><ul><li>10+ years experience </li></ul><ul><li>Target for: </li></ul><ul><ul><li>www.xxxxxxxxxxxx.com </li></ul></ul>“ Warranties are great but I’d rather not have to rely on them.” FPO
  11. 11. <ul><li>Profile </li></ul><ul><li>Orders anywhere between 10 and 500 trailers per order for his large east coast dealer (on behalf of customers). </li></ul><ul><li>Stays connected via smartphone when traveling between dealer locations. </li></ul><ul><li>Uses a PC primarily for creating quotes using SAP system and placing orders. </li></ul><ul><li>Sells via brand exclusives and is very brand loyal. </li></ul><ul><li>Subscribes to numerous industry publications to stay on top of trends. </li></ul><ul><li>Motivation </li></ul><ul><li>Seeking the latest product innovations that might appeal to buyers. </li></ul><ul><li>Likely to search by name or access the site direct. </li></ul><ul><li>Instructs the sales teams to access the websites for product specification needs. </li></ul><ul><li>Looking for content he can repurpose on his own website. </li></ul><ul><li>Behaviors </li></ul><ul><li>He looks toward the manufacturers to help guide marketing efforts. </li></ul><ul><li>Robert has strong opinions on how products could be improved. </li></ul><ul><li>Persona: Robert </li></ul><ul><li>40-50 years old </li></ul><ul><li>Male </li></ul><ul><li>Bachelor Degree </li></ul><ul><li>10+ years experience </li></ul><ul><li>Target for: </li></ul><ul><ul><li>www.xxxxxxxxxxxxxxxx.com </li></ul></ul>“ As a top XXXXXX dealer, my ideas for improvements should be taken seriously.” FPO
  12. 12. <ul><li>Profile </li></ul><ul><li>Orders anywhere between 1 and 20 trailers per order for his smaller sized dealership. </li></ul><ul><li>Stays connected via smartphone when traveling between dealer locations. </li></ul><ul><li>Uses a PC primarily for creating quotes using SAP system and placing orders. </li></ul><ul><li>Brand loyalty is to the brand that impacts his bottom line. </li></ul><ul><li>Subscribes to numerous industry publications to stay on top of trends. </li></ul><ul><li>Generally less tech savvy </li></ul><ul><li>Motivation </li></ul><ul><li>Likely to search by name or access the site direct. </li></ul><ul><li>Instructs the sales teams to access the websites for product specification needs. </li></ul><ul><li>Looking for content he can repurpose on his own website. </li></ul><ul><li>Behaviors </li></ul><ul><li>He looks toward the manufacturers to help guide marketing efforts. </li></ul><ul><li>Robert likes the products and hopes they don’t change. </li></ul><ul><li>Generally prefer to communicate via phone rather than email or text. </li></ul><ul><li>Persona: Bobby-Lee </li></ul><ul><li>40-50 years old </li></ul><ul><li>Male </li></ul><ul><li>HS Diploma </li></ul><ul><li>15+ years experience </li></ul><ul><li>Target for: </li></ul><ul><ul><li>www.xxxxxxxxxx.com </li></ul></ul><ul><ul><li>www.xxxxxxxxxx.com </li></ul></ul>“ Innovation is great but only if it puts money in my pocket.” FPO
  13. 13. <ul><li>Profile </li></ul><ul><li>Works at a large industrial manufacturer </li></ul><ul><li>Holds a position in the engineering group </li></ul><ul><li>Has the latest tech gadgets and uses them to stay connected to the latest developments in the industry </li></ul><ul><li>Motivation </li></ul><ul><li>Needs to find an innovative manufacturing solution and is seeking detailed technical specifications </li></ul><ul><li>Likely to begin the search using search engines and/or industry publications </li></ul><ul><li>Likely to visit from the XXXXX or XXXXX Corporate site. </li></ul><ul><li>Behaviors </li></ul><ul><li>While searching, Matt will visit several competitive sites to formulate his opinion. </li></ul><ul><li>He’s likely to formulate opinion based on availability of data as well as the information itself. </li></ul><ul><li>Matt focuses (initially) more on the right solution and less on cost and knows any pricing would have to be fully custom. </li></ul><ul><li>He’s more likely to rely on the Internet to find information but prefers to email rather than pick up the phone for answers he can’t find. </li></ul><ul><li>Matt prefers to search vs. browse though is often disappointed in search results since so much of what he’s looking for is in inaccessible formats (PDF). </li></ul><ul><li>Persona: Matt </li></ul><ul><li>35-45 years old </li></ul><ul><li>Male </li></ul><ul><li>Bach. Degree in engineering </li></ul><ul><li>Likely to have 10+ years experience </li></ul><ul><li>Target for: </li></ul><ul><ul><li>www.xxxxxxxxxxx.com </li></ul></ul>“ What will my company’s return be if we invest in innovative materials?” FPO
  14. 14. <ul><li>Profile </li></ul><ul><li>Owner Operator </li></ul><ul><li>Has owned several trailer brands over time and is loyal to select brands </li></ul><ul><li>Accesses the Internet via WiFi from his cab frequently to find hauls and generally stay connected. </li></ul><ul><li>Web savvy and a heavy user of social networks </li></ul><ul><li>Motivation </li></ul><ul><li>Researching purchase of a new dry trailer (from a local dealer) </li></ul><ul><li>Seeking information that speaks to longevity </li></ul><ul><li>Looking for information on recent innovations </li></ul><ul><li>Looking for local dealer information </li></ul><ul><li>Looking for parts & service nearby </li></ul><ul><li>Behaviors </li></ul><ul><li>Influenced heavily by past experience, Felix also relies on industry peers </li></ul><ul><li>Felix prefers products manufactured in the U.S. </li></ul><ul><li>He wants to buy from a local dealer </li></ul><ul><li>Constantly comparing what’s new and different with his peers. </li></ul><ul><li>Persona: Bubba </li></ul><ul><li>40-50 years old </li></ul><ul><li>Male </li></ul><ul><li>H.S. Diploma </li></ul><ul><li>20+ years experience </li></ul><ul><li>Target for: </li></ul><ul><ul><li>www.xxxxxxxxxx.com </li></ul></ul><ul><ul><li>www.xxxxxxxxx.com * </li></ul></ul><ul><ul><li>www.xxxxxxxxxxxxx.com * </li></ul></ul>“ I need a trailer that is going to last me through the next 10 years.” FPO * Bubba represents about 60% of the user base for these sites.
  15. 15. <ul><li>Profile </li></ul><ul><li>Holds a position such as Financial Analyst </li></ul><ul><li>Manages portfolios at the institutional level </li></ul><ul><li>Prefers to use his own modeling systems to manipulate figures </li></ul><ul><li>Motivation </li></ul><ul><li>Likely to come to the site looking for news, earnings releases and overall perspective the company’s financial strategy </li></ul><ul><li>Looking for insight he can’t find through other resources that aggregate financial information </li></ul><ul><li>Behaviors </li></ul><ul><li>William is impatient and can be easily frustrated when he can’t find content. </li></ul><ul><li>Since he needs accurate answers fast, he’s likely to pick up the phone and call. </li></ul><ul><li>William is likely to set up alerts and subscriptions to stay current on company news and is likely to view them on a smartphone or tablet. </li></ul><ul><li>Persona: Bill </li></ul><ul><li>35-40 years old </li></ul><ul><li>Male </li></ul><ul><li>Bachelor Degree </li></ul><ul><li>10+ years experience in finance </li></ul><ul><li>Target for: </li></ul><ul><ul><li>New Corporate Website </li></ul></ul>“ Getting the numbers is easy. Getting management’s take on the numbers is what I really need.” FPO
  16. 16. <ul><li>Profile </li></ul><ul><li>Journalist </li></ul><ul><li>Timing is everything. John is always on a deadline and needs information fast though isn’t quite as rushed as his counterparts covering other industries. </li></ul><ul><li>Relies heavily on mobile devices. </li></ul><ul><li>Spends half his day staying current on the latest news and events. </li></ul><ul><li>Motivation </li></ul><ul><li>Looking for company facts and figures. </li></ul><ul><li>Seeking out detailed contact information for company management to get quotes on the latest industry events. </li></ul><ul><li>Looking for stock imagery on the latest products or senior management. </li></ul><ul><li>Behaviors </li></ul><ul><li>John will go elsewhere to find imagery if he can’t easily find it on the company website. </li></ul><ul><li>Would much rather speak to someone on the phone than wait for email. </li></ul><ul><li>Is always looking for exclusives. </li></ul><ul><li>Persona: John </li></ul><ul><li>30-40 years old </li></ul><ul><li>Male </li></ul><ul><li>Bachelor Degree </li></ul><ul><li>10+ years experience </li></ul><ul><li>Target for: </li></ul><ul><ul><li>New Corporate Website </li></ul></ul>“ Stock imagery is helpful but access to management is what I’m really looking for.” FPO

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