The goal of this preso is to give you the right balance of theory and practice to effectively use the design tool know as personas in our work as plannersHelp you understand:WHAT a persona isWhat makes it different from a market segmentation, very important and occasionally subtleWHEN personas should be created; how to recognize the conditions under which it makes sense to create personasHOW to make them and use themResearchStructureHow to work with ID Socialization and buy-inWHY personas make sense and how to sell them up the chainRoadblocksSocialization and buy-in
Through the process of humanizing, dramatizing, narrating, they bring to life the xyz of a RELEVANT USERRelevant meaning they have been identified as an important type of person to consider when engaging in a design exercise… could be the largest group of users, a specific extreme within a group of user, etc…What makes a user relevant to us? Could be a number of things, but want to start with an obvious one… business value.
Allison Allison Age Education Employment 35 College-graduate Works full time at PR firm Marital Status Married The Conventional Kids Daughter,: Ella, 1 The Conventional Woman Location Haverford, PA “I just want to look good” Balancing her job and taking care of her daughter Ella, Allison look goodmuchme, to shop. When hard to find.” “I simply want jeans that doesn’t have on time but that’s it comes to jeans though, she will make time. They are not something she can buy on a whim. Allison follows the trends and likes to buy clothes thinks now: Levi’s is forbut she doesn’t seek to be ahead of the tren What she that are stylish, men What we want her to think: Oh wow, Levi’s is for women, too. I want to try their Curve ID and get a pair.Shopping Behaviors “Now that I’m back to working full time and have a family to take care of, I don’t have much time for shopping anymore. Online shopping and style websites are total life savers! I still like• Tries to look “put together” to follow the trends and buy stylish clothes. I tend to stick to the brands that I know and wear• Chooses popular brands and styles• Seeks “flattering” first styles that are popular, as long as I can pull them off. My main concern is just looking good. The one type of shopping I will make time for is jeans. As much as I hate it, (it’s only secondOnline Behaviors worst to bathing suit shopping) it’s not something I can do on a whim or take lightly.• Reads ratings & reviews It’s really hard to find a pair that fits well and is flattering. And every pair fits differently.• Shops / looks at fashion sites and blogs There’s no consistency! Sometimes a brand will fit me, sometimes it won’t. Sometimes I’m a• Facebook , LinkedIn size 29, other times I’m a 30. A pair may look great on my friend, but horrendous on me.• Plays games• Gets info from company websites The first thing I look for when shopping for jeans is style or wash. When I’m trying on jeans, I• Reads about fashion, cooking, home décor, and travel think about whether I would wear them with heels or flats, and when I would wear them:• Looks up local events during the day, at work, going to the playground on the weekend, going out to dinner, etc.• Gets daily emails from favorite fashion companies with special offers and news Jeans shopping is also mentally draining because you are forced to really look closely at your• People.com, piperlime, Gilt, Stylecaster body, often at the parts you hate most (for me, it’s my stomach and thighs). Especially now that I’ve been through pregnancy, I cringe every time I look at my stomach. So when I do find aMobile Behaviors pair of jeans that look good on me, it’s very exciting. I feel accomplished and then I can’t wait• Blackberry (43% own smartphone) to wear them. Usually this only happens after a few grueling hours, though.”• Text, email, Facebook, research products
Cara Allison Age Education Employment 19 College Unemployed Marital Status Single The Conventional Kids None The Progressive Woman Location Brooklyn, NY “I just want to look good” Balancing her job and taking care of“I’m always looking for things that help meWhen it comes to jeans her daughter Ella, Allison doesn’t have much time to shop. show off my though, she will make time. They are not something she can buy unique style.” follows the trends and likes to buy on a whim. Allison clothes that are stylish, but she doesn’t seek to be ahead of the trend. She wears styles and brands once they become popular. When it comes to fash ion, and jeans especially, her top priority is looking good and feeling comfortable. What she thinks now: Levi’s is cool because it’s authentic. My guy friends like them. What we want her to think: Levi’s has some hot jeans that would be perfect for a unique, stylish outfit. I want a pair of my own.Shopping Behaviors• Love putting looks together “I came to New York City to study fashion design at Parson’s and I’m definitely enjoying it so• Chooses premium and emerging brands far. My friends (also aspiring artists) and I are always looking for new and interesting things to• Seeks a unique style try. I like stumbling across hole-in-the-wall restaurants and discovering new bands most people have never heard of. I also love fashion and experimenting with new styles.Online Behaviors• Visit fashion sites and blogs For me, style is about self-expression. I don’t want to look like everyone else. I check out a few• Facebook, Twitter, Youtube fashion blogs every day to get inspiration for putting outfits together, but I never copy anything• Watches videos and TV programs (live) exactly. I want my look to be my own.• Reads about fashion, music, celeb gossip• Looks up local events• Gets daily emails from favorite fashion Creating an outfit is like an art, and jeans are the palate you start with. Jeans set the tone for companies with special offers and news the rest of the items you choose to wear with them. What’s great about jeans is that there are• Manrepeller, Gawker, Sartorialist, so many different styles and can be part of tons of different looks. For example, for a casual stylelikeu, stylerookie, garancedore.fr/en look, during the day when I’m going to class or the coffee shop around the corner , I’ll throw on http://vanessajackman.blogspot.com/ a loose t-shirt or flannel shirt and my Tom’s shoes. At night, if I’m going out and want to look http://alltheprettybirds.blogspot.com hot, I may wear my high-waisted jeans with a cute blouse and pumps. Usually when I feelMobile Behaviors bloated or lazy I’ll wear my boyfriend jeans. I change it up all the time. like to take fashion risks. The outfits I wear sometimes may be seen as crazy, but at least they’re never boring!”• iPhone; (64% own smartphone)• Web, Text, Facebook, Navigation, Finance,