Personas Workshop 2015

P6/18/2015 1© 2013 CONFIDENTIAL & PROPRIETARY
6/18/2015
May 2015
Walk a Mile in My Shoes
Constituent Analysis, Personas, and the Real “User Story”

 Introductions and Workshop Goals (10 Minutes)
 Scenario-Based Personas – A Quick Overview (20 Minutes)
 Case Story – iPad in the Enterprise Strategy Project (20 Minutes)
 Creating Your Own Scenario-Based Personas (60 Minutes)
- Steps 1 & 2: Constituent Analysis
 BREAK (15 Minutes)
- Steps 3&4: Persona Creation
 Group Presentations (Telling the Story) (45 Minutes)
 Final Notes (15 Minutes)
 Appendices:
- Best Practices
- Sample Templates and Visualization Options
Agenda

Jerilyn MacLaren-Hall, Experience Design Strategist and Designer
Welcome!
 15+ Years “in the biz”
 Currently works at Logical
Design Solutions as a Senior UX
Design Consultant and Design
Lead
 Dedicated to the idea of helping
people adopt new experience
paradigms and behaviors in
emerging ecologies –
particularly, the enterprise
 Outside of work, I’m a Mom of a
4-year old and enjoy painting and
other creative outlets

Goals for Today’s Workshop
 Understand What Constituent Analysis and Personas are and are not.
- Why are they so valuable to any experience design effort?
 Articulate the Key Steps in Conducting Constituent Analysis and
Developing Personas
- How can we leverage existing knowledge capitol?
 Discuss Ways to Socialize Your Constituent Insights and Personas
- How can we ensure they are actionable and useful throughout the project
lifecycle from strategy to implementation and operational support?
What Other Goals Do You Have?

 Appendices:
- Best Practices
Agenda

A distilled, characterized profile of a representative audience member based on
data collected via primary research protocols involving real audience members.
So – What Is Constituent Analysis and Who Are
Personas?
 Answers key questions such as:
- Who is this?
- What are they trying to accomplish?
- What help do they need in accomplishing their
goals?
- Do their goals “align” to the strategic goals of the
experience being designed?
 Benefits Include
- Creates a shared understanding of real people
who will experience the solution.
- Helps support user alignment to strategic goals
and desired behaviors by marrying vision to
context.
- Focuses decisions and solution on user needs
based on good data - less on assumptions.
- Eliminates tasks that don’t directly help users
accomplish their goals.
Elizabeth Ann:

What do you think Personas are?

Forrester’s Persona Evaluation Criteria
Evaluation Criteria Why It’s Important What to look for
Q1. Does the person
sound like a real
person?
Personas remind stakeholders that
they are designing for real
people—not faceless, nameless
users or stereotypes.
Elements that:
• Sound believable
• Cumulatively create a well-rounded
view of the persona’s life
• Include rich details, create empathy,
and make the persona memorable
Q2. Is the persona’s
narrative compelling?
Engaging stories are easier to read
and remember than a collection of
data points
Narratives that:
• Include a series of events or actions
that convey the persona’s key goals,
behaviors, and attributes in the form of
a “day in the life” story
Q3. Does the persona
call out key attributes
and high-level goals?
Short lists of key details help
stakeholders focus on users’ most
relevant needs and make decisions
off of them
Callouts that:
• Represent high-level goals and
behavioral attributes that are
consistent with the narrative
• Present this information in text or
graphical formats, as appropriate
Source: Forester Report - July 19, 2007, “Best And Worst Of Personas”

Forrester’s Persona Evaluation Criteria
Evaluation Criteria Why It’s Important What to look for
Q4. Is the persona
focused on enabling
design decisions?
Personas play the role of the end
user during the design process—so
they should help design teams
understand what users need and
want
Details that:
• Help design teams decide what
features and design elements would be
useful, useable, and desirable for
users
• Enable design decisions without being
prescriptive
• Reflect users—not business—needs
Q5. Is the persona
useable?
When stakeholders can find and
digest key details, they can more
easily focus on the persona’s
needs
Design elements that:
• Make content easy to read and scan
quickly
• Emphasize the most important
information
• Help users navigate through multiple
pages or sections of information.
Source: Forester Report - July 19, 2007, “Best And Worst Of Personas”

To create meaningful and effective personas, the story you tell needs to be one
based on fact, real-world scenarios, and personal context.
What is typically involved?
 Audience demographics
 Behavioral trends / analytics
 User Research
- Contextual Interviews
- Observational Research (Ethnography)
- Surveys and Self-reporting Activities
A Digital Day in the Life of a Consultant

Why Constituent Analysis? Why Personas?
 The narrative structure helps us to make sense of (and empathize with) the very real
people that will be experiencing the solution we are designing.
 It helps ensure that the solution fits inside a real constituent context with tasks and
attributes from their “real world” experience
 To better help us…
- Helps us understand how the visitor will navigate and experience the interface
- Gives a holistic description of the user’s experience - provides context
- Strong communication tool - everyone understands a story
- Elaborates on the person behind the persona
Stories of people engaged in tasks to achieve goals.

 Appendices:
- Best Practices
Agenda

iPad in the Enterprise Strategy Project -
Overview
 Identify the appropriate prioritization of solutions to aid [Global Financial
Consulting Company] professionals using iPads for their work-related activities,
covering such topics as:
- End-to-End Experience
- Capabilities
- Access
- Security
- Risk and Compliance
- Training and Support
 Determine what the “right” role is for the iPad within the professional’s already
robust suite of personal devices and work-related tools.
Goal: Determine if (and how) iPad use by [Global Financial Consulting
Company] professionals can enable behavioral alignment to strategic enterprise
practices in day to day client activities.

iPad in the Enterprise Strategy Project - Methods
 Constituent Analysis aimed to answer the
following:
- Who are the key constituents “ripe” for iPad
adoption in the enterprise context?
- What is their perceived value of iPad in a
work context?
- What are their current business-related iPad
behaviors and activities?
- What are their desired future business-
related iPad behaviors and activities?
- What do they believe the necessary level of
access is to enterprise portals, applications,
and online tools
- What assets would be needed to ensure
successful integration of iPad into overall
enterprise ecosystem
- What would they view as the “potential
barriers” to successful adoption?
Constituent Analysis activities included contextual interviews, self-reporting
activities, and remote collaboration sessions with constituents from China,
Canada, Denmark, US, UK and South African Member Firms.
Expected Business Value
User
Experience
Context of
Use
Audience

Identifying Emerging Trends
Before getting into what makes various constituent groups “unique” and in need
of a specific persona, it’s important to identify what is “shared” between them.
Preparing for
Day
Travelling At Work Travelling
At
Home
Just Before
Bed
A Digital Day in the Life of a Consultant

Identifying Emerging Trends, cont’d.
“Senior-level consultants (who are often travelling or in meeting)s perform tasks on their laptops that
could be performed more conveniently and in a more timely fashion on their iPads given the right iPad
solutions; however, their was no perceived notion that the iPad could “replace” their laptops for deep-
work activities.”
An insightful data element to capture is the mental model various constituents
carry with them relative to your area of focus / goals.

Primary Constituents
While it is tempting to “define” the personas before (or very early on) constituent
analysis) – it is best to allow the data to reveal who they actually are.
“The main personas – Cynthia and Marcel – have many similarities, but also some key differences, such as
the location of their travel, their primary collaborators, and their views on new technology – things that will
ultimately drive what the experience should “look like” for both of them.”
Persona Name Cynthia Marcel
Descriptive Quote “Being on the road and in client meetings frequently, I
need to be constantly connected while engaging with
clients and portraying a forward-thinking image of
[Company]”
“I am in internal meetings all day trying to make my firm more
efficient and effective; I need devices that do the same for me
while being convenient and simple.”
Examples of Roles Partner, C-Level, Exec. Dir., Sr. Mgr Partner, C-Level, Exec. Dir., Sr. Mgr
External/Internal Client-Facing Internal
% of Time Spent
Travelling
35% International, 30% Domestic 15% International, 50% Domestic
Collaboration
Level
High High
Devices Used Laptop, Smartphone, iPad Laptop, Smartphone, iPad
New Device View Early Adopter Technology Resistant
Typical iPad Tasks Note-taking, internet browsing, email, client presentations Note-taking, internet browsing, email

Sample Persona – Meet Cynthia
Quick View:
C-Level, International
Traveler, Client-Facing,
Highly Collaborative, Content
Consumer, Early Adopter
“Being on the road and in
client meetings frequently, I
need to be constantly
connected while engaging
with clients and portraying a
forward-thinking image of our
firm.”
Day in the Life:
Description:
Cynthia is in an Executive-level role at “the firm”. She can most often be found in meeting rooms or
on conference calls. She rarely gets time during her day to just sit and read emails or reports –
although she has to read many of them. Her days are hectic, so she uses her time at home at night
to catch up on email and reviewing documents.
Primary Responsibilities:
 Attending internal meetings
 Reviewing and approving documents/reports from her practice’s primary application (ex. Orion)
 Visiting large clients for meetings and account development
Primary Work Locations: Travelling, Office, Home
% of Average Day Spent on Different Tasks:
 80% meetings
 10% email
 10% reviewing and approving documents/reports
% of Average Month Spent Travelling:
 35% International Travel
 30% Domestic Travel
 35% Local
Types of Roles Cynthia Might Be In:
 Partner
 C-Level
 Executive Director
 Senior Manager

Sample Persona – Meet Cynthia
Quick View:
C-Level, International
Traveler, Client-Facing,
Highly Collaborative, Content
“Being on the road and in
client meetings frequently, I
need to be constantly
connected while engaging
with clients and portraying a
forward-thinking image of our
firm.”
Technology Usage and Views:
Level of Technology Experience: Tech Savvy
New Device View: Early Adopter
Devices Used: Laptop, Smartphone (Supported), iPad (not Supported)
 Use of Laptop: Cynthia tries to use her laptop as little as possible. It is mainly reserved
for downloading/uploading reports from Orion, accessing documents from repositories,
writing lengthy emails, and heavy document editing.
 Use of Smartphone: Her iPhone is her quick, easy connection to the world. Cynthia has
it with her all the time; she checks her email on it while in meetings, walking from one
place to another, or when she’s not at work.
 Use of iPad: Since Cynthia has bought her iPad, she has been using her laptop less and
less. She uses her iPad for notes in all of her meetings. She emails herself [Company]
documents so that she can review them on-the-go. She loves the larger screen
compared to her iPhone. She really wants her [Company] email on her iPad since it is
easier for her to respond and tackle multiple emails at once while on the road. Cynthia
knows that using her iPad in client meetings puts forth a forward-thinking impression of
[Company].
Typical iPad Tasks: Note-taking, internet browsing, personal email, reviewing and
annotating docs
Desired iPad Support: Data Security, Email, Calendar, Outlook Tasks, Content repository
access, Access to review/approve reports on Orion
Preferred iPad Business Apps: iAnnotate, BBC News, Pages, Numbers, Keynote, Evernote
Likes: Portability, Ease of Use, Instant-On, Long Battery Life, Conversation-Starter, No
Barrier in Meetings
Dislikes: Small Keyboard, No Track Changes on Pages

Conclusions! Conclusions!
Personas are a detail oriented, but fun protocol to work through. That said, never
leave your audience hanging with just the character overview – tie to specific
scenarios and tangible conclusions that can inform your solutioning.
“Although the iPad cannot serve as a “replacement” device for employees, it has the opportunity to be
an integral component of the productivity device suite for many.”
Primary iPad Benefits for Target Constituents
 “Instant-On” Capability
 Portability and Convenience
 Extended “Smart Phone” Functionality (Bigger and
Better)
 Ease of Use for Basic Work Tasks (e.g. Email, Review
and Respond, Detailed Reading, Meeting Engagement)
 Extended Battery Life
 Work-Life Balance Goal Enabler
Perceived Barriers for Target Constituents
 Perceived as a “secondary” device appropriate for
specific tasks in discreet contexts (Bigger Mobile
Device)
 Highly personal and varying usage patterns
 Higher error risk for complex data entry
 Security / compliance concerns

So What?
Make sure the conclusions focus on the “So What” factor of your research; what
aspects of the solution are your personas informing?
“Recommendation: Because the iPad is very much a “personal device” for our constituents, in most
cases it should not become a formalized program with issued iPads directly to consultants. Instead, the
iPad should be supported by the enterprise for those employees who wish to purchase one on their own
and use it to help complete those tasks they feel most comfortable completing..”

 Appendices:
- Best Practices
Agenda

Creating Your Own Scenario-Based Personas
Before you get started – be sure to have a clear understanding of WHY you are
creating your personas; what are you planning to do with them?
Resources:
 Existing Primary Research
 Known “Industry” Best Practices
 SME Interviews & Work
Sessions
 New Primary Research
Potential Resources:
 Existing Primary &
Secondary Research
 Known Persona Best
Practices
Sessions
Resources:
Sessions
Resources:
 Compiled/ Analyzed
Research
 Finalized Persona Template
 New Primary Research
Create
Persona Template Finalize Personas
Identify/ Define
Target Personas
Conduct Constituent
Analysis

Persona Creation Activity Set-Up
You have been asked to design a new internal portal for your company. It should
help employees manager their careers and complete common performance and
learning related tasks. It should support managers as well as employees.
 Who are your audiences /
constituents?
 What are the typical activities they
participate in relative to career
management – and in what context?
 What do you need to know about
them?
 What do you already know about them
– and how do you know it?
 What data do you have access to (e.g.
demographic information)
 Who do you think you need to work
with to learn more about your
audiences?

Persona Creation Activity Guidelines
For our purposes today, the goal is to experience key aspects of the process of
constituent analysis and personas, not create a complete, polished set of them.
 For today’s activities - it’s OK to treat
assumptions and personal experiences
as “data” to work through
 Feel free to modify protocols and right
size them to our time together
 Experiment! There is no real “one right
way” to collect your information and tell
your persona’s story
- Personas are a creative exercise
that result in finished products that
look and feel as different as the
teams that created them

Step 1: Get to know your manager constituent groups
Conduct some “mini interviews” with a few managers in your organization.
Consider “observing” them at work. “Maybe ask them to self report a bit – so you
can get to know what a day in their life looks like.
 Who are the managers in your
company?
 What are the common transactions
they need to complete? Why?
 Are they used to completing these
transactions?
 What are their impressions of the
current experience?
 What information do they need access
to in order to successfully manage
their people?
 How do they want to access this new
portal?
 What else do you need to know in
order to design your solution?

Step 1: Things to Consider
As part of this step, while you may not be able to actually “complete” a full
constituent analysis cycle, take a few minutes to think through what your
constituent analysis approach might look like…
 Why are you creating personas? What aspects of the solution do you expect them
to inform?
 What primary research methods would help you better define and understand all
of your constituent groups?
- Self reporting activities (journaling, vlogging, picture diaries)
- Surveys, Crowdsourcing, Boards
- Contextual Interviews
- Environmental Observations (ethnography), Social Listening
- Focus Groups and Co-creation Sessions
 How will you identify who your core constituent groups are?
 Who would you involve in your research?
- How many “representative members” of your core constituent groups?
- Will all participates contribute to all research methods?
 How will you stage and time your research?
- What other timelines do you need to line up against?

Step 2: What did you learn?
Now that you know a little something about your constituents – what did you
actually learn about them? Are there any patterns that bind them? Any significant
differences that might require your solution to vary?
 What do the teams look like that they
typically manage?
 What patterns were you able to
observe in their daily routines?
 What were the big differences in those
routines?
 What types of “beliefs” do they appear
to hold dear? What do they reject?
 Are there any emerging personas you
are observing? A type of personality
that typically does x or y?
 What other interesting things did you
learn that might influence your solution
overall?

 What patterns do you see emerging?
 What surprises you about your constituents (what assumptions does the research
challenge?
 Who do you believe your emerging personas might be?
- Patterns of commonality as well as difference
- Belief systems, motivations, core behaviors
- Contexts, scenarios, and actions
 In addition to stats and facts, what else will others need to know and understand
about these personas in order to see them as “real”?
Where does all of the information you just collected go? How can it be practically
used?

 Appendices:
- Best Practices
Agenda

Step 3: Create Persona Template
Figure out the story you need to tell about your personas – what are the key data
points you need to address? Are there some key visualizations or scenarios that
will help bring them to life?
 In addition to stats and facts, what else
can help “flesh out” your persona?
- Key characteristics
- Pictures
- Illustrative Quotes
 What are the key scenarios and
contexts within which your persona
exists?
 What other factors / influencers does
your persona need to incorporate into
how they approach they role?
 Are there key change management
points you need to address in order to
help your personas adopt the solution
as imagined?
 Are there progressive ideas of
roadmap you might want to illustrate?

 Who are the consumers of these personas? What typically resonates with them
(and what does not)?
 How will they have access to the personas?
 What facts do you need to represent?
- What are the core scenarios and contexts in which they dwell?
- What ideas, behaviors, emotions, and motivations are necessary to show the
unique aspects of each persona?
 How should that information be represented?
- Outline data sheets
- Infographics
- Quotes
- Interview scripts
- Roadmaps and scenario flows
- Video clips
Even though personas involve a suite of quantitative and qualitative data points;
to tell their story – you will need to identify a core set of scenarios, visualizations,
and other story telling techniques to bring them to life for your audience.

Step 4: Finalize Personas and Tell the Story
Time to fill in the details and stitch it all together… What do you most need
members of your team to understand about each of your personas? What is their
collective narrative arc?
 Are they flesh enough that you could
carry a conversation with them?
 Are they actionable? Can decisions be
based on their insights?
 Are they balanced enough that they
can influence the experience and
design, but not prescribe it?
 Do they tie directly to real-world
scenarios for their personal / specific
context of use and engagement?
 Do their behaviors add-up?

 What is consistent in how they “chart” their day?
 What shared beliefs do they hold? What shared behaviors?
 What motivates them, as a broader audience, to engage?
 How will your audience ultimately relate to them – what is the “pathway in” to
getting to know these personas as individuals and as a collective group?
 Are your personas likable? (Even if it is in a “love to hate ‘em” kind of way)?
 What “one thing” does your audience need to take away from these personas?
Lastly, in the same way that you need to rightly present what is unique and
different about each persona, its important to share what binds them together –
what are the shared ideas that sit between them?

 Appendices:
- Best Practices
Agenda

Final Notes – Make Cynthia Part of the Project Team
 Actively use Cynthia to align stakeholders
(and the business) around a shared
understanding of the audience and their
goals
 Respect the balancing act - don’t let Cynthia
read you to loose sight of addressing
business goals and objectives
 That said, enable Cynthia to help inform
direction on where to invest time and money
when creating new or evolving programs and
solutions
 And hold Cynthia up to high measurement
standards - assess her success on various
efforts
 Make sure Cynthia is always speaking fact,
not assumption
Quick View:
C-Level, International Traveler,
Client-Facing, Highly
Collaborative, Content
“Being on the road and in client
meetings frequently, I need to be
constantly connected while
engaging with clients and
portraying a forward-thinking
image of our firm.”

Final Notes – Keep Her Involved, Keep Her Current
Development
 Prioritizes projects, concepts, features,
and tools currently being added to the
development pipeline
 Tests all deliverables (concepts,
features, and tools as well as
engagement models, programs, etc.) to
be implemented to ensure they are
engaging, effective, and easy to use
 Answers questions on current iterations
as well as plans for future release
cycles
 Informs standards and governance
models to ensure consistency and
sustainability
Strategy and Design
 Participates in all planning and strategy
sessions
 Defines what needs to be done as well
how it gets done
 Establishes Key Performance Indicators
(KPI’s) and how best to measure
against them
 Serves as an ambassador for all
programs and tools introduced into the
journey model
Assign an owner / spokes-person for Cynthia – ensure she is represented in the
“solution room” as well as the “development room”.

Thank You
200 Park Avenue, Suite 210
Florham Park, New Jersey 07932
P 973.210.6300
W www.lds.com

 Introductions and Workshop Goals
 Scenario-Based Personas – A Quick Overview
 Case Story – iPad in the Enterprise Strategy Project
- Project Overview
- Constituent Analysis
- Sample Persona
 BREAK
 Creation Your Own Scenario-Based Personas
- Constituent Analysis Protocols
- Identifying Emerging Personas
 Group Presentations (Telling the Story)
 Final Notes
 Appendices:
- Best Practices
Agenda

Tell The Story – Best Practices
Keep it real. Real People. Real Goals. Real Scenarios and Context
Writing in the first person
 “I don’t have a lot of time to learn new tools and surf through a bunch of content. I wanted a
curated experience – personalized to me. Just like I would find on one of my personal websites.”
Relating a day-in-the-life scenario
 “Yesterday I was at my desk for about 30 minutes. I got into the office at 7am just so I could have
a few minutes to get through email and figure out how I would be everywhere I need to be, do
everything I need to get done. Then – it was off to the races – 3 clients, 5 work sites. All intense
evaluations and challenging audiences who were not going to like what I had to say.”
Decision Empowered, Long Term Member of the Team
 “I would probably leave that website when I saw that game on the Home Page.”
 “I would be interested to see what my leaders are reading, what they are thinking about.”
 “Being able to just click one button and have my boss, my career counselor, and anyone else
who needs to know what training I am planning on taking see it – that would be a huge time save
and probably make me more likely to go through the process.”

Tell The Story – Try to Avoid…
Personas that read more like generic stereo-types that research based, highly
focused, solution oriented profiles.
Behaviors that don’t add up
 A persona described as both a casual observer and a passionate contributor
 A persona described as “low-tech” who never takes off her “wearable”
Stereo-typical Names
 Mark the Investment Maven
 Janelle the Gregarious Researcher
Details don’t sound like what a real person would say or do
 “She would prefer to pour through the list herself.”
 “Even as lead accountant, risk just isn’t a big worry.”

Tell The Story – Don’t go to Design …
While personas can “guide” design decisions, they are not designers and should
not provide specific design recommendations – but rather, requirements for the
experience they are hoping to have.
Don’t enable prescriptive design solutions that can lock design teams into specific
features, layouts, and interactions
 She would like to see information date stamped
 She hovers her mouse over the navigation revealing the mega menu
However, be careful not to slip so far back into business-objective guidance that you
loose sight of the actual user
 Learn about [our] relationship managers
 Emphasize cost effectiveness

Tell The Story
Create a person (not a picture of a person) – someone you would invite to your
table or conference room for a conversation.
Paragraphs of text that look like a narrative but read like a list of facts or demographic
attributes
 She has three part-time employees
 She heads up a small business unit
 She travels frequently, typically only home a few nights a month
 She is highly motivated and next in line for a director-level position
Narratives without elements of a true story – such as a series of events or actions, a
description of a context / environment, and some sort of internal or external struggle will
fail to engage your audiences and solidify their place on the “project team”.
 Lack a belief system – a set of motivating factors that drive the persona forward
 Prioritize certain behaviors over others
 Express personal interest
 Read like a set of tactical user stories / tasks to be completed

Sample Personas – Comparative View (Enterprise)
The Lorem Ipsum
Donec id eros eget
quam aliquam gravida.
Donec non tortor in arcu
mollis feugiat.
Vestibulum interdum
magna sed quam.
The Pulvinar Tellus
Quisque venenatis ante
sit amet dolor. Quisque
in wisi quis orci tincidunt
fermentum. Cras rutrum
pulvinar tellus. Nulla
facilisi. Nullam ut mauris
eu mi mollis luctus.
The Clibero
Ut mauris. Class aptent
taciti sociosqu ad litora
torquent per conubia
nostra, per inceptos
hymenaeos. Ut euismod.
Aliquam et nisl vel ligula
consectetuer suscipit. In
non velit non ligula laoreet
ultrices.
The Tornare Ipsum
Lorem ipsum dolor sit
amet, consectetuer
adipiscing elit. Morbi
commodo, ipsum sed
pharetra gravida, orci
magna rhoncus neque, id
pulvinar odio lorem non
turpis. Role:
Sed Accumsan
 Total Population:
est. #
 Most Likely Business
Units:
Cras Aliquam Massa
Ullamcorper Sapien
 Role:
Donec Setim
est. #
Units:
Elit, Wharetra,
Tadipiscing
 Role:
Pharetra
est. #
Units:
All
 Role:
Elitvelit
est. #
Units:
All

John D: “The Lorem Ipsum” - Profile (Enterprise)
“Nam magna enim, accumsan eu,
blandit sed, blandit a, eros.”
- Donec Setim
Cras dictum. Maecenas ut turpis. In vitae erat ac orci dignissim eleifend. Nunc quis
justo. Sed vel ipsum in purus tincidunt pharetra. Sed pulvinar, felis id consectetuer
malesuada, enim nisl mattis elit, a facilisis tortor nibh quis leo. Sed augue lacus,
pretium vitae, molestie eget, rhoncus quis, elit. Donec in augue. Fusce orci wisi,
ornare id, mollis vel, lacinia vel, massa. Pellentesque habitant morbi tristique
senectus et netus et malesuada fames ac turpis egestas.
Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac
turpis egestas. Vestibulum tortor quam, feugiat vitae, ultricies eget, tempor sit amet,
ante. Donec eu libero sit amet quam egestas semper. Aenean ultricies mi vitae est.
Mauris placerat eleifend leo.
Quisque sit amet est et sapien ullamcorper pharetra. Vestibulum erat wisi,
condimentum sed, commodo vitae, ornare sit amet, wisi. Aenean fermentum,
elit eget tincidunt condimentum, eros ipsum rutrum orci, sagittis tempus lacus
enim ac dui. Donec non enim in turpis pulvinar facilisis. Ut felis.
Typical Key Behaviors:
• Sed enim. Quisque ipsum nibh, ullamcorper eget, pulvinar sed, posuere
vitae, nulla.
• Nam mollis ultrices justo.
• Nullam ut mauris eu mi mollis luctus. Donec semper turpis sed
diam.
• Donec augue. Nulla facilisi.
• Quisque lacus. Etiam vel nibh. Aliquam a odio.
• Ut felis. Vestibulum at metus.
• Praesent mauris. In non velit non ligula laoreet ultrices.

Key Tools:
Enim, Acumaan, Set Blandit
Likely Package:
Consetior
Preferred Training Method:
Classroom (#%)
Peer-to-Peer (#%)
Digital Learning #%)
Expert Training Intermediate Training
Enim
Acumaan
Blandit
Setimat
Magna
Constior
Recommended Training Tools
John D: “The Lorem Ipsum” - What Works For Him
- Donec Setim

John D: “The Lorem Ipsum” - What He Will Be
Receptive To
- Donec Setim
Communicating with John:
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi
commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id
pulvinar odio lorem non turpis. Nullam sit amet enim.
commodo, ipsum sed pharetra gravida, orci magna rhoncus neque, id
pulvinar odio lorem non turpis. Nullam sit amet enim.
Getting John’s Attention:
Cras egestas diam sed ante.:
1.Nullam blandit placerat sem.
2.Donec sagittis massa.
Duis consectetuer malesuada velit:
1.Sed tempor.

John D: “The Lorem Ipsum” :: Communication Plan
- Donec Setim

Annette G :: Profile (Consumer)

Annette G :: Sample Interview
Lorem ipsum dolor sit amet, consectetuer adipiscing elit?
commodo, ipsum sed pharetra gravida, orci magna rhoncus
neque, id pulvinar odio lorem non turpis. Nullam sit amet enim.
Cras sed ante sed augue lacus, pretium vitae, molestie eget,
rhoncus quis, elit?
Suspendisse vestibulum dignissim quam. Integer vel augue.
Phasellus nulla purus, interdum ac, venenatis non.
Sed pulvinar, felis id consectetuer malesuada, enim nisl
mattis elit, a facilisis tortor nibh quis leo?
Ut nulla. Aenean fermentum, elit eget tincidunt condimentum,
eros ipsum rutrum orci, sagittis tempus lacus enim ac dui.
Annette G Robert G
Q:
A:
Q:
A:
Q:
A:
Lorem ipsum dolor sit amet, consectetuer adipiscing elit?
Curabitur eleifend wisi iaculis ipsum.
Cras sed ante sed augue lacus, pretium vitae, molestie eget,
rhoncus quis, elit?
Morbi pellentesque libero sit amet ante. Pellentesque sit amet
sem et purus pretium consectetuer.
Sed pulvinar, felis id consectetuer malesuada, enim nisl
mattis elit, a facilisis tortor nibh quis leo?
Pellentesque sit amet sem et purus pretium consectetuer. Proin
bibendum gravida nisl.
Q:
A:
Q:
A:
Q:
A:

Annette G :: Sample Scenario

Annette G :: Sample Touch Point Roadmap
Search for RA on WebMD Takes RA Health Quiz Prints 10 Questions for Doctor
At Dr. visit she gets a script
for Humira
Goes to Humira.com for info Watches Video and Notices Patient
Support Program myHumira
1 2 3
4 5 6
AwarenessAcquisition

Personas Workshop 2015

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Editor's Notes