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Natalia matulewicz Creating user personas to give a human face to big data

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Natalia matulewicz Creating user personas to give a human face to big data
Presented at the New Horizons in Responsible Gambling Conference February 2-4, 2015

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Natalia matulewicz Creating user personas to give a human face to big data

  1. 1.   Head of User Experience at Playscan | @jag_natalia | natalia@playscan.com New Horizons in Responsible Gambling Conference, Vancouver, February 2015 USER PERSONAS GIVING A HUMAN FACE TO BIG DATA Natalia Matulewicz
  2. 2. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   How we usually view Big Data! S E G M E N T A T I O N S  S T A T I S T I C S   &   A N A L Y T I C S   26%   17%   11%   10%   3%   33%  
  3. 3. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   How we usually view Big Data! S E G M E N T A T I O N S  S T A T I S T I C S   &   A N A L Y T I C S   26%   17%   11%   10%   3%   33%   Formal                                          Faceless                                          Abstract  
  4. 4. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   What if we could see it as persons?!
  5. 5. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   What if we could see it as persons?! Human                                Personal                                        DisUnct  
  6. 6. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   The  markeUng  industry  is  doing  it  
  7. 7. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia  
  8. 8. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia  
  9. 9. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   SomeUmes  demographics  or  search  words  isn’t  enough…  
  10. 10. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   Personas are ! fictional characters representative of a unique group of users ! who share common goals!
  11. 11. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   Persona A  model  of  human  behavior  
  12. 12. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   Doing good - Johnny “Risky  gambling?  No  way,  I’m   on  a  winning  streak  here”   AGE:   OCCUPATION:   STATUS:   LOCATION:   23     Storeman   In  a  relaUonship   Växjö,  Sweden   BIO   Persona A  model  of  human  behavior   WEB  SKILLS:   SWEDISH  SKILLS:   High     Low   Johnny  is  new  to  gambling.  He  started   bebng  on  sport  games  not  long  ago   and  he  is  doing  quite  well.  Johnny   believes  that  he  has  “an  eye  for  the   game”.  He  puts  a  lot  of  Ume  and   effort  into  the  game  -­‐  he  even  does   his  own  gambling  staUsUcs  on  how   well  he  is  performing.    
  13. 13. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   Doing good - Johnny “Risky  gambling?  No  way,  I’m   on  a  winning  streak  here”   AGE:   OCCUPATION:   STATUS:   LOCATION:   23     Storeman   In  a  relaUonship   Växjö,  Sweden   BIO   Persona A  model  of  human  behavior  that  is:   -­‐  described  as  if  it  were  a  real  person   WEB  SKILLS:   SWEDISH  SKILLS:   High     Low   Johnny  is  new  to  gambling.  He  started   bebng  on  sport  games  not  long  ago   and  he  is  doing  quite  well.  Johnny   believes  that  he  has  “an  eye  for  the   game”.  He  puts  a  lot  of  Ume  and   effort  into  the  game  -­‐  he  even  does   his  own  gambling  staUsUcs  on  how   well  he  is  performing.    
  14. 14. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   SELF  TEST   Time   Bets   Economy   Social   EmoUonal   RISK  LEVEL   RG  TOOLS  USAGE   Weekly  limits   Risk  analysis   MOTIVATIONS   •  Curiosity   •  Thrill   GOALS   •  Increase  gaming  skills   •  ValidaUon   Sports  Bebng  &  Poker   GAME  TYPES   A  model  of  human  behavior  that  is:   -­‐  described  as  if  it  were  a  real  person                -­‐  derived from contextual research data Persona Doing good - Johnny “Risky  gambling?  No  way,  I’m   on  a  winning  streak  here”   AGE:   OCCUPATION:   STATUS:   LOCATION:   23     Storeman   In  a  relaUonship   Växjö,  Sweden   BIO   WEB  SKILLS:   SWEDISH  SKILLS:   High     Low   Johnny  is  new  to  gambling.  He  started   bebng  on  sport  games  not  long  ago   and  he  is  doing  quite  well.  Johnny   believes  that  he  has  “an  eye  for  the   game”.  He  puts  a  lot  of  Ume  and   effort  into  the  game  -­‐  he  even  does   his  own  gambling  staUsUcs  on  how   well  he  is  performing.    
  15. 15. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   Playscan Personas
  16. 16. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   Benefits of using personas •  Used to promote shared understanding & empathy •  Used to avoid one-size-fits-all solutions •  Focus on user goals and needs •  Used in stories to envision the future “What would Johnny do?” over “What do people need?”
  17. 17. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   Making data actionable using personas An example
  18. 18. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   Playscan Activation Page The  page  should:   •  Feel  trustworth   •  Explain  Playscan  and  its  features   •  Explain  the  relevance  of  acUvaUng   •  AmracUve  communicaUon  -­‐  a  movie  
  19. 19. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   Playscan Activation Page The  page  should:   •  Feel  trustworth   •  Explain  Playscan  and  its  features   •  Explain  the  relevance  of  acUvaUng   •  AmracUve  communicaUon  -­‐  a  movie   10%   acUvated  
  20. 20. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   Playscan Activation Page <   What does Johnny need? The  page  should:   •  Feel  trustworth   •  Explain  Playscan  and  its  features   •  Explain  the  relevance  of  acUvaUng   •  AmracUve  communicaUon  -­‐  a  movie  
  21. 21. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   •  Meet  the  user’s  curiosity   •  Focus  on  the  user  -­‐  not  on  Playscan   •  Easy  to  understand  for  a  non  naUve  Swedish  speaker   Playscan Activation Page <   What does Johnny need? The  page  should:   •  Feel  trustworth   •  Explain  Playscan  and  its  features   •  Explain  the  relevance  of  acUvaUng   •  AmracUve  communicaUon  -­‐  a  movie  
  22. 22. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   Playscan Activation Page <   What does Johnny need? •  Meet  the  user’s  curiosity   •  Focus  on  the  user  -­‐  not  on  Playscan   •  Easy  to  understand  for  a  non  naUve  Swedish  speaker   The  page  should:   •  Feel  trustworth   •  Explain  Playscan  and  its  features   •  Explain  the  relevance  of  acUvaUng   •  AmracUve  communicaUon  -­‐  a  movie  
  23. 23. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   Playscan Activation Page <   What does Johnny need? •  Meet  the  user’s  curiosity   •  Focus  on  the  user  -­‐  not  on  Playscan   •  Easy  to  understand  for  a  non  naUve  Swedish  speaker   The  page  should:   •  Feel  trustworth   •  Explain  Playscan  and  its  features   •  Explain  the  relevance  of  acUvaUng   •  AmracUve  communicaUon  -­‐  a  movie   45%     acUvated  
  24. 24. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   Making data actionable using personas Another example
  25. 25. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   Wording
  26. 26. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   <   What would Johnny do? Wording
  27. 27. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   Wording <   What would Johnny do?
  28. 28. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   Wording <   What would Johnny do? 5x  more   clicks  
  29. 29. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   Making data actionable using personas An encouragement
  30. 30. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia  
  31. 31. Crea%ng  User  Personas  to  give  a  Human  Face  to  Big  Data  |  New  Horizons  in  Responsible  Gambling   ©  2015    |    natalia@playscan.com    |      @jag_natalia   <   What would Johnny do?
  32. 32. Thanks! natalia@playscan.com USER PERSONAS GIVING A HUMAN FACE TO BIG DATA @jag_natalia

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