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Who is your WHO? The importance of understanding motivations in Design
- 1. Who is your WHO? Leah McDougald • Personas: Who is your WHO? • 10/16/13
- 2. So, who do you think your customer is?
- 3. How many of you identify with your customer?
- 4. How many of you are your customer?
- 5. “I like it. So, if they are like me, they will like it.”
- 6. (…and they will like me hopefully, too.)
- 7. There is more to your customer than you think.
- 9. “I so love tattoos.”
- 10. “No way! I would never get one myself !”
- 11. So, what do you need in order to understand these important people?
- 12. em·pa·thy the ability to understand and share the feelings of another… in order to design for them!
- 13. in business this can be called…Strategy
- 14. Personas Leah McDougald • Personas: Who is your WHO? • 10/16/13
- 15. Personas come after you explore who your customer is. (unless you are in advertising…)
- 16. Aspirational archetypes can provide inspiration
- 17. But personas define your actual customer
- 22. User Types Leah McDougald • Personas: Who is your WHO? • 10/16/13
- 23. User types define the various motivations for interaction / use
- 24. As a/an… I want to… So that I can… Content cred: goatsoftware.com
- 25. As a newly co-habitating woman Content cred: goatsoftware.com
- 26. As a newly co-habitating woman I want to digitize the chore list Content cred: goatsoftware.com
- 27. As a newly co-habitating woman I want to digitize the chore list So that I can not kill my boyfriend not be a nag easily share the list Content cred: goatsoftware.com
- 28. Thanks! Leah McDougald, Director of Design Research Design Central @leah_mcd Special thanks to: Eric Barker, Gen Goodwin, Rebecca Loar Leah McDougald • Personas: Who is your WHO? • 10/16/13
- 30. User scenarios define the potential variations in user experience Cred: gatherspace.com
- 31. There are “sunny day” use experiences (intended)
- 32. There are “tragic” use experiences (unintended)
Editor's Notes
- Ideas are amazing. And I think most of us naturally think about who might be using whatever it is we are making. But I am here to talk to you about the importance of this often unnoticed afterthought of a step. And all the different ways the WHO can be explored. So, WHO IS YOUR WHO? And when and how should you be thinking about them?
- Ideas are amazing. And I think most of us naturally think about who might be using whatever it is we are making. But I am here to talk to you about the importance of this often unnoticed afterthought of a step. And all the different ways the WHO can be explored. So, WHO IS YOUR WHO? And when and how should you be thinking about them?
- Ithelps to be able to identify with them right?It gives us confidence. It reassures us.
- Ego can get in the way of a useful, usable, and viable product or service idea
- Habits, friends, eco system, emotional motivations, values, influencers, habits, behaviors
- This is a major ;point! Just because I like something doesn’t mean I will purchase itAnd just because I purchase it doesn’t mean I will find value in it, or have loyalty to it, or will use it. Example: tattoo app storyLiking something is not a motivation So, what it? And how to we uncover motivations?
- So, what are we missing? What is it that we aren’t getting about our customer? Who is our WHO? If we can’t tell by asking WHAT they like, what should we be asking? We need to uncover the WHY (aka the motivation)
- How many of you feel like you have learned about Empathy in business? Probably not many. It is pivotal. This is knowing your customer.
- http://www.fool.com/investing/general/2013/09/09/the-25-smartest-things-jeff-bezos-has-ever-said.aspxJeff Bezos of Amazon…. Recent article on the 25 smartest things he’s ever said2 favs on consumer….12. "We innovate by starting with the customer and working backwards. That becomes the touchstone for how we invent."13. "When [competitors are] in the shower in the morning, they're thinking about how they're going to get ahead of one of their top competitors. Here in the shower, we're thinking about how we are going to invent something on behalf of a customer."
- Ideas are amazing. And I think most of us naturally think about who might be using whatever it is we are making. But I am here to talk to you about the importance of this often unnoticed afterthought of a step. And all the different ways the WHO can be explored. So, WHO IS YOUR WHO? And when and how should you be thinking about them?
- The point is personas come after the segmentation NOT before. There is a difference between aspirational archetypes and personas. You aren’t Don Draper, are you? This isn’t mad men is it? No. It isn’t. And no you aren’t.
- Story about “local women’s lingerie retailer” who didn’t like who was being interviewed for their ecommerce work.In fact, these women were their top purchasers but they didn’t look like the “inspirational archetypes” Inspiration archetype: very helpful for inspiration, for ideation and for innovation work. Future thinking… who do you want to be someday? Who do you want to design for? Who do your customers aspire to be. They are not personas.
- Hypothesize --- Who do you think your customer? And like we talked about in the beginning– it may be based off you. And that’s okay! You are probably really interested in your idea, you should be! But take some time and figure out if you are right. Define – Talk to people. Ask them questions. And not do you like chocolate or vanilla ice cream better? No. Ask them what they would like for desert. It’s a totally different question. Explore. You may not know what they want until you ask. Validate – Revisit your initial idea. Do a gap analysis? Is what you heard matching up with what you thought? If not, what needs to change? Can your idea/product help to evolve an experience? Or should it match better to current expectations?
- Hypothesize --- Who do you think your customer? And like we talked about in the beginning– it may be based off you. And that’s okay! You are probably really interested in your idea, you should be! But take some time and figure out if you are right. Define – Talk to people. Ask them questions. And not do you like chocolate or vanilla ice cream better? No. Ask them what they would like for desert. It’s a totally different question. Explore. You may not know what they want until you ask. Validate – Revisit your initial idea. Do a gap analysis? Is what you heard matching up with what you thought? If not, what needs to change? Can your idea/product help to evolve an experience? Or should it match better to current expectations?
- Hypothesize --- Who do you think your customer? And like we talked about in the beginning– it may be based off you. And that’s okay! You are probably really interested in your idea, you should be! But take some time and figure out if you are right. Define – Talk to people. Ask them questions. And not do you like chocolate or vanilla ice cream better? No. Ask them what they would like for desert. It’s a totally different question. Explore. You may not know what they want until you ask. Validate – Revisit your initial idea. Do a gap analysis? Is what you heard matching up with what you thought? If not, what needs to change? Can your idea/product help to evolve an experience? Or should it match better to current expectations?
- At the end of this process- that is much like the scientific approachYou can achieve empathy.
- Not always a 1-to-1 between the job and the personaOne persona may have several jobs…Or one job may be completed by several persona types. Depending on how you dissect themAmerican Eagle Example….. Some kids were browsing online and saving to folders. Others were trying on in store than coming home and asking for input form their friends. Result was the first virtual closet.
- For example…A good way to uncover these user types is to try to complete a simple algorithm
- It is not always a 1-to-1 betweenpersona and motivation or “job”
- It is not always a 1-to-1 betweenpersona and motivation or “job”
- It is not always a 1-to-1 betweenpersona and motivation or “job”----- Meeting Notes (10/15/13 15:06) -----Google drive or a shared google doc for all of my lists
- Thanks
- Down the road…..Once the personas are defined and your product is being designed for them…you can begin to imagine scenarios in which it will be used .Use Cases
- Exploring these up front could help avoid disasters down the line. Also, consider Beta version to allow users to test your product out uninhibited by any rules or guides. See what they naturally come up with --- it could surprise you….
- For example… We all hope for the sunny day experience every time….
- Sometimes we get much much more than that…..The end