Keynote presented at ILA19 - Interaction Latin America, in Medellín CO. Some tips on how to create personas (characterization of a specific customer group) from my own professional experiences leading UX Research challenges and creating personas from millions of users.

1. ?Do you believe in
personas

2. Karla
Cruz
UX in agencies
and consultancies
for brands such
UX Strategist and
Researcher
UX Researcher and
Service Designer
Today :)2008 - 2015 2016 - 2019

3. Karla
Cruz
UX in agencies
and consultancies
for brands such
UX Strategist and
Researcher
UX Researcher and
Service Designer
Today :)2008 - 2015 2016 - 2019

4. Qualitative or
by feeling

5. Qualitative or
by feeling
For designers

6. Qualitative or
by feeling
For designers
Creativity

7. Qualitative or
by feeling
For designers
Creativity

8. How to create user
personas . a traditional tool
that never goes out of
fashion . but needs to be
updated

9. 1/8Do it collaboratively since
the beginning

10. Collaboration
≠Co-creation
Be included
Be actively engaged
This is Service Design Doing

11. 2/8Use frequent reports of the
company, database, and
user research

12. Reports

13. Reports
Database

14. Reports
Database
Quantitative
Research
Qualitative
Research

15. 3/8Develop co-creative
activities with the teams

16. Personas Design Sprint
Understand
the data
Personas
prototype
Receive
feedback
Personas
sketch
Decide infos
& clusters
1st day 2nd day 3rd day 4th day 5th day

17. 4/8Invest in the visual and
style of presentation

18. &
Visual
Wording
Empathy Meaning

19. 5/8Design physical and digital
experiences

20. Touchpoints
ConsultLaunch Remember
Exhibition event
Online streaming Cards with QR Code
Physical banners Internal website
Report
DIGITAL PHYSICAL

21. Service
Ecosystem
Tool
1st
2nd
3rd who
what
when
why
where
how

22. 6/8Provide one more
data layer

23. Persona
cover
Awareness
Persona
details
Consult and use
Full
research
Go deep
Layers of
information

24. 7/8Understand the
company culture

25. How does your
company see the
users?
What is the
next step?

26. How does your
company see the
users?
What is the
next step?
How much money he transact Context and pain points

27. How does your
company see the
users?
What is the
next step?
How much money he transact
Frequency of use User behavior and reasons
Context and pain points

28. How does your
company see the
users?
What is the
next step?
How much money he transact
Frequency of use
Channel of use
Context and pain points
User behavior and reasons
Journey of use

29. 8/8Make sure that persona is
the best alternative

30. WHEN ……………
I WANT TO …………...
SO I CAN …………...
WHEN ……………
I WANT TO …………...
SO I CAN …………...
1 2
WHEN ……………
I WANT TO …………...
SO I CAN …………...
3
Journey
JTBD

31. WHEN ……………
I WANT TO …………...
SO I CAN …………...
WHEN ……………
I WANT TO …………...
SO I CAN …………...
1 2
WHEN ……………
I WANT TO …………...
SO I CAN …………...
3
Persona & Journey
Persona & JTBD

32. Data-based
Qualitative or by feeling

33. Data-based
Collaborative
Qualitative or by feeling
For designers

34. Data-based
Strategic
Collaborative
Qualitative or by feeling
For designers
Creativity

35. !
Thanks
Gracias
Obrigada
Karla Cruz