Is content marketing a priority for you this year? Not sure where to really start when it comes to building a content marketing strategy? Join our content strategist who talks through the initial steps you need to take when planning a content marketing strategy and why personas are so important.
We take a look at:
- What personas are and why you should use them
- Finding out who your personas are and how to write them
- How personas benefit the success of your content marketing campaign.
A presentation to a webinar that explores the following topics:
What is facilitation;
Who is facilitator and how they differ from administrator or manager;
When manager can be a facilitator;
Can Agile facilitator be unbiased or not;
How to develop self-awareness;
Being Agile vs Doing Agile;
7Cs of facilitator stance;
Agile Management: Leading Teams with a Complex MindJurgen Appelo
These are the slides I used in my deep dive session at the Scrum Gathering in Amsterdam.
See: Agile Management Workshop
http://www.noop.nl/2010/11/agile-management-workshop.html
By WIll Evans, Director of User Experience Design, TLC Labs
"What people say is not what people do" - Cheskin
There has been a lot of hot air about "getting out of the building", and "just go talk to customers", but rarely are those statements backed up with strategic and tactical advice about HOW and WHY. Well, this talk is meant to help. Honestly, getting out of the building and talking to customers is only valuable when done right. As my old martial arts sensei used to say, "practice doesn't make perfect, perfect practice makes perfect!"
Design Ethnography is usually conducted to gain a *deep* understanding of the our target customers in order to apply a customer-centered approach to the product strategy. Design ethnography takes the position than human behavior and the ways in which people construct and make meaning of their worlds and their lives are highly variable, locally specific as well as intersubjectively reflexive.
One primary difference between ethnography and other methods of user research is that ethnography assumes that we must first discover what people actually do, the reasons they give for doing it, and just as importantly, how they feel while doing it, before we can assign to their actions and behaviors interpretations drawn from our own experiences.
Many people believe that design ethnography is only viable in the context of "Big Upfront Design", while many Agile and Lean teams believe they simply don't have the time, or that big upfront design is synonymous with waste. During this talk, we'll explore various myths, methods of ethnography, and ways in which agile or lean teams may use it to gain deeper insights into customer behaviors to create richer experiences without waste.
Questions I may answer in this talk:
What is design ethnography?
What are some of the qualitative and quantitative methods?
Isn't Design Ethnography and LeanUX contradictory?
When and where is design ethnography appropriate for teams?
Is Design Ethnography appropriate only with Big Upfront Design Research?
How can teams use Design Ethnography for sense-making?
What are the practical steps for engaging in design ethnography tomorrow?
Will Evans is the Director of User Experience Design and Research at The Library Corporation as well as TLCLabs, the enterprise innovation lab. At TLC, Will is responsible for working across the organization to create extraordinary user experiences and new product innovations.
Before TLC, he led experience design and research for TheLadders in New York City. He has over 15 years industry experience in interaction design, information architecture, and user experience strategy. His experiences include directing UX for social network analytics & terrorism modeling at AIR Worldwide, UX Architect for social media site Gather.com, and UX Architect for travel search engine Kayak.com.
Mr. Evans’ research and design has been featured in numerous publications including Business Week, The Econom
Is content marketing a priority for you this year? Not sure where to really start when it comes to building a content marketing strategy? Join our content strategist who talks through the initial steps you need to take when planning a content marketing strategy and why personas are so important.
We take a look at:
- What personas are and why you should use them
- Finding out who your personas are and how to write them
- How personas benefit the success of your content marketing campaign.
A presentation to a webinar that explores the following topics:
What is facilitation;
Who is facilitator and how they differ from administrator or manager;
When manager can be a facilitator;
Can Agile facilitator be unbiased or not;
How to develop self-awareness;
Being Agile vs Doing Agile;
7Cs of facilitator stance;
Agile Management: Leading Teams with a Complex MindJurgen Appelo
These are the slides I used in my deep dive session at the Scrum Gathering in Amsterdam.
See: Agile Management Workshop
http://www.noop.nl/2010/11/agile-management-workshop.html
By WIll Evans, Director of User Experience Design, TLC Labs
"What people say is not what people do" - Cheskin
There has been a lot of hot air about "getting out of the building", and "just go talk to customers", but rarely are those statements backed up with strategic and tactical advice about HOW and WHY. Well, this talk is meant to help. Honestly, getting out of the building and talking to customers is only valuable when done right. As my old martial arts sensei used to say, "practice doesn't make perfect, perfect practice makes perfect!"
Design Ethnography is usually conducted to gain a *deep* understanding of the our target customers in order to apply a customer-centered approach to the product strategy. Design ethnography takes the position than human behavior and the ways in which people construct and make meaning of their worlds and their lives are highly variable, locally specific as well as intersubjectively reflexive.
One primary difference between ethnography and other methods of user research is that ethnography assumes that we must first discover what people actually do, the reasons they give for doing it, and just as importantly, how they feel while doing it, before we can assign to their actions and behaviors interpretations drawn from our own experiences.
Many people believe that design ethnography is only viable in the context of "Big Upfront Design", while many Agile and Lean teams believe they simply don't have the time, or that big upfront design is synonymous with waste. During this talk, we'll explore various myths, methods of ethnography, and ways in which agile or lean teams may use it to gain deeper insights into customer behaviors to create richer experiences without waste.
Questions I may answer in this talk:
What is design ethnography?
What are some of the qualitative and quantitative methods?
Isn't Design Ethnography and LeanUX contradictory?
When and where is design ethnography appropriate for teams?
Is Design Ethnography appropriate only with Big Upfront Design Research?
How can teams use Design Ethnography for sense-making?
What are the practical steps for engaging in design ethnography tomorrow?
Will Evans is the Director of User Experience Design and Research at The Library Corporation as well as TLCLabs, the enterprise innovation lab. At TLC, Will is responsible for working across the organization to create extraordinary user experiences and new product innovations.
Before TLC, he led experience design and research for TheLadders in New York City. He has over 15 years industry experience in interaction design, information architecture, and user experience strategy. His experiences include directing UX for social network analytics & terrorism modeling at AIR Worldwide, UX Architect for social media site Gather.com, and UX Architect for travel search engine Kayak.com.
Mr. Evans’ research and design has been featured in numerous publications including Business Week, The Econom
This is a preview version of the Content Modelling Workshop that I've co-written with Rachel Lovinger. So far we've given this workshop in Cape Town and Minneapolis. Coming soon to Helsinki, and hopefully elsewhere. This deck introduces the ideas and methodologies of content modelling. It's a subset of the slides for the workshop. The full workshop also includes more information on structured content, benefits of content modelling, many group exercises and discussions, and tips on how to putting these practices to work in real projects.
33 Sites Every Journalist Should Know - HandoutJeremy Caplan
These are the handouts for a workshop titled 33 Sites Every Journalist Should Know that I led at the CUNY Graduate School of Journalism.
The first of three blog posts related to this presentation is at: http://bit.ly/87DVTr
Onopia - 55 questions pour imaginer votre business modelOnopia
Utilisez les 55 questions pour imaginer votre business model et le rendre innovant !
Les 55 questions peuvent-être utilisées avec le business model canvas d'Alex Osterwalder pour gagner en visibilité et en co-création.
Cette formation a été donnée dans le cadre de la 1ère Université de la Valeur qui s'est tenue à l'Université de Genève du 31 août au 4 septembre 2015.
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Plan de la formation :
- Principes de l’agilité
- Concepts de management agile
- Détermination de ses valeurs et de celles de l’entreprise
- Alignement des valeurs
- Exercice de co-création de la suite de la journée (application d’un outil de l’agilité)
Summary of Traction: How Any Startup Can Achieve Explosive Customer GrowthSpencer Maroukis
For startups trying to scale, traction is the key. I've created a detailed summary of Gabriel Weinberg and Justin Mares book Traction: How Any Startup Can Achieve Explosive Customer Growth. It lays out the core tenets of the book and is best paired as a reading guide for entrepreneurs and marketers alike.
Includes the definition, value, usage and history of heuristics as well as 10 principles with starter questions for use in an evaluation. (As presented most recently at Interaction 12 in Dublin)
WordCamp SF 2014 talk on the foundational principles of personas in design and development and a simple way to setup a WordPress site to support their diffusion.
Management : Bonnes Pratiques
Pratiquer les Règles de l'Art - Adopter la Posture managériale - Pratiquer le self-management - Diversifier son Portefeuille d'Actions Managériales - Pratiquer le Coaching - Pratiquer le Team-Building - Pratiquer le Feedback - Pratiquer la Confiance - Pratiquer la Diversité - Pratiquer la Résilience - Pratiquer l'Amélioration Continue - Pratiquer la Systémique et le Management intégré.
This is a preview version of the Content Modelling Workshop that I've co-written with Rachel Lovinger. So far we've given this workshop in Cape Town and Minneapolis. Coming soon to Helsinki, and hopefully elsewhere. This deck introduces the ideas and methodologies of content modelling. It's a subset of the slides for the workshop. The full workshop also includes more information on structured content, benefits of content modelling, many group exercises and discussions, and tips on how to putting these practices to work in real projects.
33 Sites Every Journalist Should Know - HandoutJeremy Caplan
These are the handouts for a workshop titled 33 Sites Every Journalist Should Know that I led at the CUNY Graduate School of Journalism.
The first of three blog posts related to this presentation is at: http://bit.ly/87DVTr
Onopia - 55 questions pour imaginer votre business modelOnopia
Utilisez les 55 questions pour imaginer votre business model et le rendre innovant !
Les 55 questions peuvent-être utilisées avec le business model canvas d'Alex Osterwalder pour gagner en visibilité et en co-création.
Cette formation a été donnée dans le cadre de la 1ère Université de la Valeur qui s'est tenue à l'Université de Genève du 31 août au 4 septembre 2015.
Après une présentation des principes de la méthodologie agile et des concepts principaux de management agile, les participant-e-s ont effectué un travail de clarification de leurs valeurs et de leur alignement avec celles de leur entreprise.
Plan de la formation :
- Principes de l’agilité
- Concepts de management agile
- Détermination de ses valeurs et de celles de l’entreprise
- Alignement des valeurs
- Exercice de co-création de la suite de la journée (application d’un outil de l’agilité)
Summary of Traction: How Any Startup Can Achieve Explosive Customer GrowthSpencer Maroukis
For startups trying to scale, traction is the key. I've created a detailed summary of Gabriel Weinberg and Justin Mares book Traction: How Any Startup Can Achieve Explosive Customer Growth. It lays out the core tenets of the book and is best paired as a reading guide for entrepreneurs and marketers alike.
Includes the definition, value, usage and history of heuristics as well as 10 principles with starter questions for use in an evaluation. (As presented most recently at Interaction 12 in Dublin)
WordCamp SF 2014 talk on the foundational principles of personas in design and development and a simple way to setup a WordPress site to support their diffusion.
Management : Bonnes Pratiques
Pratiquer les Règles de l'Art - Adopter la Posture managériale - Pratiquer le self-management - Diversifier son Portefeuille d'Actions Managériales - Pratiquer le Coaching - Pratiquer le Team-Building - Pratiquer le Feedback - Pratiquer la Confiance - Pratiquer la Diversité - Pratiquer la Résilience - Pratiquer l'Amélioration Continue - Pratiquer la Systémique et le Management intégré.
How to conduct market research in startups and small firms?Asen Gyczew
Many business mistakes are made due to insufficient market research. That’s why U created for you this guide to simple market research methods supported byon-line course so that you can see how with virtually no money you can research many important to you aspects like the size of the market or segment, the sales tactics of competitors, customer preferences etc. .
I will show you 3 groups of market research methods:
1. Consulting methods
2. On-line methods
3. Off-line methods
Since we want you to be able to do market research on your own there will be very little theory and loads of nice examples in many fields. You will master the market research in fields such as: retail, fast moving consumer goods, food sector, on-line businesses, services and some off-line businesses. This training will be especially beneficial for small business owners, startup, and consultants. You will learn what mystery shopping, store-checks is, bottom-up , top-down approach and others.
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1. Links to free presentation and movies showing examples of research
2. Links to books worth reading
3. Excels with calculations showing you how you can do the market research as well as analyses and draw conclusions
Mastering Analytical Thinking: A Comprehensive Guide to Problem-Solving and D...Ajitesh Kumar
This presentation on Analytical Thinking explores the importance of this valuable skill in various fields. The presentation covers the characteristics of analytical thinkers, the analytical thinking process, the benefits of analytical thinking, and ways to develop analytical thinking skills. It provides insights into how analytical thinking can help individuals become better problem-solvers, decision-makers, and communicators, leading to personal and professional success. The presentation includes visually appealing slides with concise, easy-to-understand content, making it a useful resource for anyone interested in developing analytical thinking skills.
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This is perhaps an interesting point for us to address?
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2. Archetypes: Patterns of Behaviour
01
Overview
User Experience Team
Some facts about our UX team
2
02 Research
Some facts about our research team
03
04 Validating
Quantitative Survey
05 Displaying
Poster creation
06 Discussion
Any questions?
Discovering
How it all started
4. UX Team in numbers
● 1 UX Lead
● 3 UX Designers
● 4 Product Designers
● 3 Graphic Designers
● 3 User Researchers
● Design <> Developer ratio 1:7
Some facts about us
● Every Designer is part of a cross-functional
team
● Research supports every department
● Nucleus Design system aims to hold all the
products under one roof
● Using Abstract to manage and review files
Archetypes: Patterns of Behaviour
4
6. Research @ smava in numbers
● Two full-time researchers
(qualitative & quantitative), one intern
Since September 2017
● ~40 qualitative studies conducted
● ~300 users tested in our uselab
● ~9 big surveys conducted
● ~5000 survey participants
● ~1550 potential participants in Berlin added
to our user database
Some facts about us
● Close cooperation with designers, POs,
business and marketing
○ internal (credit advisors, customer
success and sales) and external
participants
● Research results are kept in Airtable to have
the consistency and availability across
organisation
● First (but not last) research meetup hosted
Archetypes: Patterns of Behaviour
6
8. Six 1:1 interviews
In 120 minutes, we uncovered
customer motivations and desires
when taking loans, pain points they
experienced in the process and how
they perceived different players in
the market.
Archetypes: Patterns of Behaviour
8
9. Interactive dinner
A beautiful evening spent at the
Michelsberger Hotel, filled with
laughter, good conversation and
delicious food, bringing together 5
participants with smava employees.
Archetypes: Patterns of Behaviour
9
10. Synthesis
During the research interviews and dinner we captured detailed notes and created profiles for each participants.
Then we clustered them, translated them to insights and took a look at emerging patterns.
Archetypes: Patterns of Behaviour
10
11. Creation of the
1st archetypes
When reviewing our 11 participants
we noticed clear distinctions in
behaviour and attitudes depending on
whether they base their financial
decisions on emotions or rational
thinking.
A second line of distinction was
visible in how much financial
knowledge and experience the
participants have.
Archetypes: Patterns of Behaviour
11
14. Purposes of this Survey
● Primary Purpose: Quantitative Validation
of the four Archetypes, which were
created by Qualitative Research
● Secondary Purpose: Evaluation of the
distribution of the four Archetypes in the
German market
● Tertiary Purpose: Creating a small set of
questions to identify the different
archetypes in further surveys for fulfilling
the special needs of the different
archetypes
14
Archetypes: Patterns of Behaviour
According to the described qualitative study 4
different archetypes of loantakers exist
15. Some Facts of the Survey
● N=1003
● conducted in cooperation with a panel
agency
● in September 2018
● Germany wide representative participants
15
Archetypes: Patterns of Behaviour
16. Step 1: Extract patterns of
behaviour from the quotes
of the 4 archetypes
16
Archetypes: Patterns of Behaviour
I disagree
completely
I agree
completely
0 1 2 3 4 5 6
7 items per archetype
28 items in total
17. Step 2: Identifying Financial
Decision Style
Archetypes: Patterns of Behaviour
I set myself long-term financial goals and try to
achieve them.
4 Emotional Items
I disagree
completely
I agree
completely
0 1 2 3 4 5 6
Emotional
EmoRat-Scale
Rational
17
+ 4 Rational Items
I have a good instinct for business matters.
18. 10 behaviour questions
Step 3: Identifying Financial
Mastery
Archetypes: Patterns of Behaviour FinMas-Scale
low high
With an inflation rate of 3%, you can buy with 1000 € in one
year
● more amount of goods
● same amount of goods
● less amount of goods
Do you have an overview of your monthly expenses?
Yes
1 0
No
How often do you check your account balance?
Daily
3
Weekly
1
Monthly
0
Several times
a week
2
7 knowledge questions
18
19. 19
Archetypes: Patterns of Behaviour
Short form questionnaire for the big
five personal traits
Decision styles scale (DSS)
2 Subscales: rational and intuitive
5 Rational items
1. I prefer to gather all the necessary
information before committing to a decision.
2. I thoroughly evaluate decision alternatives
before making a final choice.
5 Intuitive items
1. When making decisions, I rely mainly on
my gut feelings.
2. My initial hunch about decisions is
generally what I follow.
20. 20
Archetypes: Patterns of Behaviour
Summary
Purpose:
Validation of the
4 archetypes
Purpose:
Identifying
Financial Mastery
Purpose:
Identifying Financial
Decision Style
Create questionnaire with a
set of as less as possible
items to identify different
archetypes
Create personas ?
Identify special needs and
interests of archetypes
Specific customer analysis
Purpose:
Identifying personal traits
among the 4 archetypes
Goals
21. Among all indices
● 5 proposed 2 as the best number of clusters
● 13 proposed 3 as the best number of clusters
● 1 proposed 6 as the best number of clusters
● 2 proposed 7 as the best number of clusters
● 1 proposed 9 as the best number of clusters
● 1 proposed 10 as the best number of clusters
Archetypes: Patterns of Behaviour
21
Defining the number
of clusters
Conclusion
According to the majority rule,
the best number of clusters is 3
22. Archetypes: Patterns of Behaviour
22
EmoRat-Scale
all 3 ATs are statistically significant
different from each other
FinMas-Scale
all 3 ATs are statistically significant
different from each other
Identifying Financial
Mastery and Decision Style
23. Analyzing the factors and
reducing the items
Archetypes: Patterns of Behaviour
23
Factor Analysis
Item Reduction
Accuracy : 0.935
28 Items
6 Factors
Accuracy : 0.8525
14 Items
5 Factors
24. Next steps
Archetypes: Patterns of Behaviour
24
- using the 14 items in every upcoming general survey
→ identifying special needs of the archetypes
- conduct focus groups for every archetype
→ for qualitative insights and maybe creating some personas
- maybe reduce amount of items with the exceeding number of responses
→ more efficient way to identify the archetypes
- Visualization of the results as posters
25. Archetypes: Patterns of Behaviour
25
First draft of a poster with only
some of the data…
by an UX Researcher…
Poster
27. 27
3 in 1 poster
Archetypes: Patterns of Behaviour
each in separate
28. Needed content in one
archetype poster
● Quote of each archetype
● Short highlight of each
● Age
● Gender
● Number of Children
● Income
● Loan Purposes
● Loan Amounts
● 5 Factors of the research
● Comparison with other archetypes
28
layout wireframe
Archetypes: Patterns of Behaviour