Navigating Help - Testing Information Architecture with Treejackpatricia_gale
TreeJack is an online usability testing tool that enables setting up user tests of your link hierarchy (website navigation, Table of Contents, and so on) and observing how easily users find information they are instructed to locate. Patty has used this tool as Principal Learning Content Developer at Autodesk, Inc.
[Webinar] Driving The Ultimate Customer Experience With Predictive Marketing ...Mintigo1
To view the full webinar, please visit:
http://www.mintigo.com/webinar-driving-the-ultimate-customer-experience-with-predictive-marketing-personalization/
Description:
How Predictive Marketing Powers Real Time Web Personalization
Many B2B marketers have heard the term “predictive analytics,” but when asked to describe how this is used to improve their marketing efforts, very few have an answer. Or, they only think of it as applied to predictive lead scoring built with black box algorithms, leaving them with an arbitrary number that’s meant to reflect how valuable a lead is, but with no explanation as to how it was derived.
Savvy marketers understand that the data and insights that predictive analytics uncover can be used to not only drive the discovery of the most likely buyers, but also be used to create effective, relevant customer experiences.
The result is greater engagement with prospects and customers by offering the right messages to the right audiences in real time.
In this webinar, we explain:
- Why it’s critical to know your ideal customer profile, aka your CustomerDNA(TM)
- How to identify key customer attributes to create targeted customer experiences
- How to develop and launch a data-driven personalization strategy in less than 30 days
About The Speakers:
Tony Yang, Sr. Director of Demand Generation at Mintigo
Tony is the Sr. Director of Demand Generation at Mintigo. As a data-driven marketer with deep experience in the B2B, SaaS, and enterprise 2.0 space, Tony’s career includes marketing leadership roles at several early stage SaaS startups as well as at large enterprises such as IBM. Tony holds an MBA from the Marshall School of Business at University of Southern California, a Masters in Information Systems Management from Keller Graduate School of Management, and BA degrees in both Economics and Chinese Studies from the University of California, San Diego. He is fluent in both English and Chinese. His interests include all things related to inbound marketing, growth hacking, and USC Trojans Football.
Ashley Chavez, Director of Marketing at Get Smart Content
Ashley is the Director of Marketing at Get Smart Content, where she leads the strategy and execution of demand generation and product marketing. She joins the team with more than 8 years of hands-on experience in managing digital marketing and revenue-generating campaigns for industry-leading B2B and B2C organizations. Before joining Get Smart Content, Ashley oversaw marketing operations and demand generation at Revinate, where she managed efforts that made up more than 40% of monthly revenue contribution. Ashley received her BS in Marketing and Database Management at CSU Monterey Bay.
How to Educate and Convert in Competitive SaaS MarketsUberflip
Education and timing are key to closing deals – especially when your product or service doesn't have a line in your prospect's budget sheet.
This is a common problem among SaaS (software as a service) providers, who are selling in highly competitive and emerging markets. How can your sales and marketing teams work together to stand out from the competition?
In this presentation, Datanyze's Ben Sardella and Uberflip's Hana Abaza explain how to educate (and ultimately, convert) using a competitive sales strategy.
Experience Management for Real Estate: How Online Reviews Can Make Or Break Y...Laura Monroe
The road to customer experience excellence is paved with customer insights. Understanding how online reviews can make or make your brand. This presentation is for brokers, and real estate leaders.
Navigating Help - Testing Information Architecture with Treejackpatricia_gale
TreeJack is an online usability testing tool that enables setting up user tests of your link hierarchy (website navigation, Table of Contents, and so on) and observing how easily users find information they are instructed to locate. Patty has used this tool as Principal Learning Content Developer at Autodesk, Inc.
[Webinar] Driving The Ultimate Customer Experience With Predictive Marketing ...Mintigo1
To view the full webinar, please visit:
http://www.mintigo.com/webinar-driving-the-ultimate-customer-experience-with-predictive-marketing-personalization/
Description:
How Predictive Marketing Powers Real Time Web Personalization
Many B2B marketers have heard the term “predictive analytics,” but when asked to describe how this is used to improve their marketing efforts, very few have an answer. Or, they only think of it as applied to predictive lead scoring built with black box algorithms, leaving them with an arbitrary number that’s meant to reflect how valuable a lead is, but with no explanation as to how it was derived.
Savvy marketers understand that the data and insights that predictive analytics uncover can be used to not only drive the discovery of the most likely buyers, but also be used to create effective, relevant customer experiences.
The result is greater engagement with prospects and customers by offering the right messages to the right audiences in real time.
In this webinar, we explain:
- Why it’s critical to know your ideal customer profile, aka your CustomerDNA(TM)
- How to identify key customer attributes to create targeted customer experiences
- How to develop and launch a data-driven personalization strategy in less than 30 days
About The Speakers:
Tony Yang, Sr. Director of Demand Generation at Mintigo
Tony is the Sr. Director of Demand Generation at Mintigo. As a data-driven marketer with deep experience in the B2B, SaaS, and enterprise 2.0 space, Tony’s career includes marketing leadership roles at several early stage SaaS startups as well as at large enterprises such as IBM. Tony holds an MBA from the Marshall School of Business at University of Southern California, a Masters in Information Systems Management from Keller Graduate School of Management, and BA degrees in both Economics and Chinese Studies from the University of California, San Diego. He is fluent in both English and Chinese. His interests include all things related to inbound marketing, growth hacking, and USC Trojans Football.
Ashley Chavez, Director of Marketing at Get Smart Content
Ashley is the Director of Marketing at Get Smart Content, where she leads the strategy and execution of demand generation and product marketing. She joins the team with more than 8 years of hands-on experience in managing digital marketing and revenue-generating campaigns for industry-leading B2B and B2C organizations. Before joining Get Smart Content, Ashley oversaw marketing operations and demand generation at Revinate, where she managed efforts that made up more than 40% of monthly revenue contribution. Ashley received her BS in Marketing and Database Management at CSU Monterey Bay.
How to Educate and Convert in Competitive SaaS MarketsUberflip
Education and timing are key to closing deals – especially when your product or service doesn't have a line in your prospect's budget sheet.
This is a common problem among SaaS (software as a service) providers, who are selling in highly competitive and emerging markets. How can your sales and marketing teams work together to stand out from the competition?
In this presentation, Datanyze's Ben Sardella and Uberflip's Hana Abaza explain how to educate (and ultimately, convert) using a competitive sales strategy.
Experience Management for Real Estate: How Online Reviews Can Make Or Break Y...Laura Monroe
The road to customer experience excellence is paved with customer insights. Understanding how online reviews can make or make your brand. This presentation is for brokers, and real estate leaders.
Real Estate Customer Loyalty Business ModelRahul Gaur
“Customer is King”: Described How we can increase our Sales in Real Estate by putting some efforts in customer loyalty programs which ultimately helps us in increasing word of mouth and better customer servicing.
The commercial real estate (CRE) industry has reached an inflection point - traditional business practices are succumbing to the market pressures of new technologies. Despite negative rhetoric around lagging adoption rates in CRE, we see professionals discovering clever ways to leverage data transparency and real-time collaboration. Still, as business processes respond to the influx of new solutions, the basic building blocks of the industry remain intact: research, due diligence, and relationships will always be the foundation of CRE.
At RealMassive, our strategy is predicated on innovating and collaborating with the industry, not disrupting it. We rely on the collective ingenuity of the market to inform our product roadmap, which is why we're excited for this particular report. We chatted with emerging and influential voices in the industry to collect their perspectives on the trends in data and technology that are enabling a new normal in CRE.
This ongoing conversation will take many different forms, beginning with this report which features industry professionals. Over time we expect to explore these topics by vertical, geography, and function so insights and evolution can be shared with a broader audience. We invite you to join us in this discussion which we hope will pervade business meetings, digital and social media, and industry events. Let us know your thoughts using the hashtag #CREcosystem.
Learn more via https://www.realmassive.com/about/influencer-report-realmassive-2016.
Thinking By Doing: A "Heads and Hands" Approach to DesignFarrow
A "heads and hands" approach to making better design decisions. Describes how rough models are used by an architect for inquiry-based conversations with clients and colleagues.
An introduction of digital marketing for insurance brokers on how to use digital tactics and strategies to increase their awareness online and provide improved customer service.
OkCapital: Lost your job - want to find the city that meets ALL your needs?David F. Flanders
Have you recently lost your job? Why not find 'the place you were destined to live' and find more than just a job, but a city that meets all your personal psychological needs?!
This presentation talks about an 'App' that we built in 72 hours called #OkCapital at the #GovHack in Canberra. We are proud to announce that it won 'Best use of Spatial Data' prize.
The app essentially acts as a kind of 'dating app' that matches Australian cities to a set of psychological criteria that the individual fills in which is matched to open government data about each city.
For more details about the App please see:
http://code.google.com/p/okcapital/
Programmes as Platforms: How to understand IP in interactive TVTodd Green
- Four models for intellectual property in TV - showing how interactivity changes each of them
- A new model for understanding IP in interactive TV: Programmes as Platforms
- Conclusion: interactive TV shows should be understood as analogous to web platforms, like Facebook
An introduction to the Internet of Things for people interested in getting a first glance of this fascinating field of the future.
We cover the following subjects:
- defining the internet of things
- its architecture
- reasons why consumers and companies should care
- Lots of Examples
- How to prototype IoT devices
- Challenges for IoT endeavor
- The Opportunities that lay in this field
- Good books on IoT
This is a updated version of last year's IoT presentation we gave.
Real Estate Customer Loyalty Business ModelRahul Gaur
“Customer is King”: Described How we can increase our Sales in Real Estate by putting some efforts in customer loyalty programs which ultimately helps us in increasing word of mouth and better customer servicing.
The commercial real estate (CRE) industry has reached an inflection point - traditional business practices are succumbing to the market pressures of new technologies. Despite negative rhetoric around lagging adoption rates in CRE, we see professionals discovering clever ways to leverage data transparency and real-time collaboration. Still, as business processes respond to the influx of new solutions, the basic building blocks of the industry remain intact: research, due diligence, and relationships will always be the foundation of CRE.
At RealMassive, our strategy is predicated on innovating and collaborating with the industry, not disrupting it. We rely on the collective ingenuity of the market to inform our product roadmap, which is why we're excited for this particular report. We chatted with emerging and influential voices in the industry to collect their perspectives on the trends in data and technology that are enabling a new normal in CRE.
This ongoing conversation will take many different forms, beginning with this report which features industry professionals. Over time we expect to explore these topics by vertical, geography, and function so insights and evolution can be shared with a broader audience. We invite you to join us in this discussion which we hope will pervade business meetings, digital and social media, and industry events. Let us know your thoughts using the hashtag #CREcosystem.
Learn more via https://www.realmassive.com/about/influencer-report-realmassive-2016.
Thinking By Doing: A "Heads and Hands" Approach to DesignFarrow
A "heads and hands" approach to making better design decisions. Describes how rough models are used by an architect for inquiry-based conversations with clients and colleagues.
An introduction of digital marketing for insurance brokers on how to use digital tactics and strategies to increase their awareness online and provide improved customer service.
OkCapital: Lost your job - want to find the city that meets ALL your needs?David F. Flanders
Have you recently lost your job? Why not find 'the place you were destined to live' and find more than just a job, but a city that meets all your personal psychological needs?!
This presentation talks about an 'App' that we built in 72 hours called #OkCapital at the #GovHack in Canberra. We are proud to announce that it won 'Best use of Spatial Data' prize.
The app essentially acts as a kind of 'dating app' that matches Australian cities to a set of psychological criteria that the individual fills in which is matched to open government data about each city.
For more details about the App please see:
http://code.google.com/p/okcapital/
Programmes as Platforms: How to understand IP in interactive TVTodd Green
- Four models for intellectual property in TV - showing how interactivity changes each of them
- A new model for understanding IP in interactive TV: Programmes as Platforms
- Conclusion: interactive TV shows should be understood as analogous to web platforms, like Facebook
An introduction to the Internet of Things for people interested in getting a first glance of this fascinating field of the future.
We cover the following subjects:
- defining the internet of things
- its architecture
- reasons why consumers and companies should care
- Lots of Examples
- How to prototype IoT devices
- Challenges for IoT endeavor
- The Opportunities that lay in this field
- Good books on IoT
This is a updated version of last year's IoT presentation we gave.
An (extended) presentation on how our tools influence the way we think and work. What does it mean for future organizations. Focus on social media and SaaS/Cloud.
The presentation delivered by Andy Headworth from Sirona Consulting at the Quarsh Breakfast Seminar. In the short presentation he looked at recruitment content marketing and why recruiters should be using it to aid their recruitment. It includes his Walter White (from Breaking Bad) rule for content marketing!
A couple of years ago we decided that our vision at Optimal Usability was to help transform New Zealand organisations into providers of world- class customer experiences. We quickly came to the conclusion that world- class experience is almost always across channels, and while we had done lots of projects with different channels, very few were about researching and designing the end-to- end experience.
This was about the same time that service design was gaining some currency as an umbrella term for cross-channel customer experience.
We figured that we really needed to bone up on what service design was, and how it applied to what we did. The resulting journey took us 3 years and we discovered a lot about how to “learn service design”. Some innovative approaches included spending 3 months doing service design on ourselves, interviewing CEOs of service design companies and conducting internal knowledge sharing sessions.
In this presentation I'll share our journey, our lessons and our mistakes; and give you some ideas that you can try.
In February 2012 Annika Naschitzki presented to both Wellington and Auckland audiences about Optimal Usability's new eye tracker, and what it can do. Here is the presentation, however if you would like Anni to come into your organisation to do the presentation please get in touch: anni@optimalusability.com
In February 2012 Annika Naschitzki presented to both Wellington and Auckland audiences about Optimal Usability's new eye tracker, and what it can do. Here is the presentation, however if you would like Anni to come into your organisation to do the presentation please get in touch: anni@optimalusability.com
In February 2012 Annika Naschitzki presented to both Wellington and Auckland audiences about Optimal Usability's new eye tracker, and what it can do. Here is the presentation, however if you would like Anni to come into your organisation to do the presentation please get in touch: anni@optimalusability.com
Why user experience is more important than marketingOptimal Usability
Every time we run a breakfast briefing we get the same feedback – “I wish my boss was here!”
When Fly Buys asked us to speak at their national conference earlier this month, we saw the perfect opportunity to present a clear argument for why organisations need to treat the user experience as their number one priority. In other words, we think we’ve finally put together the presentation you’ve been asking for!
So grab your boss, come along and hear:
How widespread broadband, smart phones and social media is fracturing our attention and driving us to abandon traditional touchpoints (like stores and call centres) for emerging touchpoints (like Facebook and apps)
Why many consumers use more than one touchpoint to make a purchase, even though they are less satisfied as a result
How people are becoming less tolerant of poor service and why many organisations struggle to see it
How loyalty (not customer satisfaction or NPS) is the best predictor for revenue growth, and how you can increase it
The key to creating great user experiences – it’s Design with a capital D
Stories of New Zealand innovation – including more examples of real projects than you would have heard at any other Optimal Usability presentation
Even if you can’t get the boss to come and are already convinced about the importance of the user experience, it’ll be worthwhile attending to hear the latest user experience statistics from New Zealand, Europe and the US.
How to Create Online Experiences that People Love - August 2011Optimal Usability
So what are the latest and greatest in online trends in New Zealand and overseas?
Recently Trent Mankelow and his Optimal Usability team were asked to distil learning from research and design projects with 190 clients across 19 industries and present the most important online trends that are emerging here and overseas - a somewhat daunting challenge.
In this entertaining presentation Trent digs into this research to outline:
The three key attributes of world-class organisations, using local and overseas examples from a number of industries.
How new devices are going to affect future experiences.
Why the chief economist at Google thinks statisticians are sexy.
What swearing, fairies, and dinosaurs have to do with a good customer experience.
Why design is not the same as aesthetics.
What you can do to join to fight for great online experiences in New Zealand.
How to create online experiences that people love - NZIM - 5 August 2011Optimal Usability
Recently, Optimal Usability were asked to distil learning from research and design projects with 180 clients across 18 industries and present the most important online trends that are emerging here and overseas. It was a daunting challenge, and they’d love to share with you what they found out.
Join NZIM and Trent Mankelow for lunch to learn:
*The three key attributes of world-class organisations, using local and overseas examples from a number of industries
* How new devices are going to affect future experiences
* Why the chief economist at Google thinks that statisticians are sexy
* What swearing, fairies, and dinosaurs have to do with a good customer experience
* Why design is not the same as aesthetics
* What you can do to join to fight for great online experiences in NZ
Two decades after its birth, the web has through gone through the awkwardness of adolescence and reached adulthood. These days great websites aren’t just easy and intuitive to use, they also use human psychology to encourage specific behaviour. In this lively talk, Trent will distill learnings from more than 1,000 design research projects and help you to apply insights from social psychology, game theory and neuroscience to make your websites more compelling. You will learn:
* How to use human psychology to encourage user behaviour
* How even serious websites can be benefit from being more playful
* Inspiring local and overseas examples of seductive interfaces
Join Trent Mankelow from Optimal Usability for an introduction to eye tracking, including:
* What people really look at on xero.com and xero.com/features, and in what order (the results may surprise you!)
* 2 videos, 6 heatmaps and 3 gaze plots – sexy visualisations galore
* A half-dozen simple tips for attracting user attention
* 3 photos of babies, and some funny differences between what men and women look at
* 1 average usability joke, 2 psychology studies and a quote from Alan Cooper
* See the heat map animation of 12 people viewing the Xero.com home page at http://slidesha.re/knVihl
* See the gaze plot of a person viewing the Xero features page at http://slidesha.re/jU9oKz
4. / FUNDIT FUI / Fusion Transactive FUS / Futrix FTX / Gallagher GLG / Gareth Morgan Investments GM
N / Gibson Sheat Lawyers GSL / Greater Wellington GRW / Green Realm Travel GRT / Greentree GTE
ork GSN / Harrison Grierson Consultants Ltd HGC / Health Alliance HLA / Health Sponsorship Council
We’ve worked with a
ett-Packard New Zealand HLP / HSA Global HSA / Hunter Safety HSL / IAG New Zealand IAG / Immigr
Zealand INZ / of companies
bunch Infinity INF / Infopower POW / Inform IFM / Infotools ITL / Inland Revenue Department IR
across about
INR / Institute of Chartered Accountants ICN / Intergen INT / International Nepal Fellowship INP / Jam
200+
op Textiles 20 industries
JDT / Kickstand-help.com KSD / Kineo Pacific (was Flexible Learning Network) FLL / KiwiBa
/ KiwiRail KWR / !Korero Maori KRM / Land Information New Zealand LNZ / Last.co.nz LST / LawFuel L
ing Media LML / Les Mills International LMI / Lincoln University LIN / Local Government New Zealand L
ist LOC / Loyalty New Zealand LOY / Mainfreight MAN / Maori Language Commission MLC / Marker M
ey University MAS / Medical Assurance Society MSO / Mercury Projects MER / Meridian Energy MRD
ervice MET / Mighty River Power MRP / Ministry for Culture and Heritage MCH / Ministry of Agriculture
try MAF / Ministry of Consumer Affairs MCA / Ministry of Economic Development MED / Ministry of Edu
/ Ministry of Foreign Affairs and Trade MFT / Ministry of Health MOH / Ministry of Justice MJS / Ministry
l Development MSD / Ministry of Tourism MTM / Ministry of Transport MOT / MyInfoSafe MIS / Nationa
arch Institute NER / Navico NVO / Navman Technology New Zealand NAV / New Zealand Couriers NZC
nd Defence Force NZD / New Zealand Emission Units Register EUR / New Zealand Film Commission
Zealand Food Safety Authority NFS / New Zealand Green Building Council NGB / New Zealand Herald
Zealand Institute of Chartered Accountants ICA / New Zealand Lotteries NZL / New Zealand Natural Clo
/ New Zealand On Screen NOS / New Zealand Police POL / New Zealand Post NZP / New Zealand Tra
prise NTE / New Zealand Transport Agency NTA / Nielsen NetRatings NNR / NZBio NZB / Office of the
Clients "
ral OAG / Open Polytechnic OPT / Orcon ORC / Outward Bound OWB / Palmerston North City Council
erston North City Library PNL / Parliament Counsel Office PCO / Parliamentary Services PLM / Payma
e Software PSW / Perweek PWK / PGG Wrightson PGW / Pivot Software PVT / Positively Wellington T
/ Powershop PSL / Professionals Real Estate PRO / Provenco PRV / PSIS PIS / Quit Group QUG / Qu
QVL / Rabobank RAB / Real Estate Institute of NZ RNZ / Red Vespa RED / Reserve Bank of New Zea
/ Retirement Commission RCO / Save The Children STC / Scoop SCO / Sell me Free SMF / Serato Au
arch SAR / Silverstripe SIL / SirValUse SVU / Sky Network Television STV / SMX / Snapper Services S
5. This is what we
do: user-centred
design. More
about this shortly.!
!
UCD"
7. World class companies don’t
compete on services, products,
technology, or features.
"
They compete on experience.
"
And world-class
experience = user insight +
user-centred design."
8. And this is why
"
we exist.!
!
"
"
Our mission"
Transform New Zealand
organisations into providers
of world class customer
experiences"
9. Here’s what
we’ll cover.!
Two case studies.
! One good. One not good.
"
Why you should care.
"
Introducing user-centred design.
"
Personas.
"
Questions.!
10. These guys do a
pretty good job.
Except when it comes
to TXT-a-park…!
!
11. You live in Auckland.
You want to head
into town. You take
your car.!
!
30. Pay for anything to
the right of the line,
and you’ve paid to
$20! M-F S-S
park for longer than
you can park for…!
!
$10!
$0!
1! 2! 3! 4! 5! 6! 7! 8! 9! 10! 11! 12! 13! 14! 15! 16! 17!
34. In fact, it’s tragic.
Because if AT had
involved users in the
design process, I this
experience could have
been vastly superior.!
!
!
35. Perception.!
!
"
"
"
"
80% of companies believe they
provide a superior proposition"
"
Source = a Bain & Co. survey of 400 firms
!
36. And reality.!
!
"
"
"
"
…but just 8% of their customers
agree with them "
"
Source = a Bain & Co. survey of 400 firms
!
37. And
consequences.!
!
"
"
"
"
64% of shoppers have immediately bought
from a competitor after poor service"
"
Source = Oracle’s 2012 CX Index Report
!
39. Tourism is a key industry for
NZ. And Tourism’s
newzealand.com website is a
key link between the 60M
"
people considering NZ as a
destination, and our tourism "
operators.!
!
! "
"
The portion of New Zealand’s foreign
exchange earnings from Tourism for the
year ended March 2012 – 15.4%, or $9.6B"
"
Source = Tourism Industry Association New Zealand!
40. And involving users
in the design of that
website has made a
big difference to
Since we completed the
it’s use.!
!
usability improvements to the site we have
seen important increases in consumer
engagement – views of content… is up 47
per cent and there has been increased use
of functionality such as… the Trip Planner
tool – which is up 300 per cent
"
"
Catherine Bates, GM Brand and International PR, Tourism NZ!
41. Our brief.!
!
Redesign critical
newzealand.com
user journeys"
43. Here’s the full
programme of
UCD work we
Expert Review"
did on the site.!
!
Personas"
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
44. That involved
research.!
Expert Review"
!
Personas"
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
45. Design.! Expert Review"
!
Personas"
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
46. Testing and
iterating.!
Expert Review"
!
Personas"
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
47. Let’s start with an expert
review. We throw 2
experts at the site to
identify what users might
struggle with.!
!
48. And we complete a
system usability score
benchmarking exercise.
Newzealand.com fell just
below good. Which is not
so good.
!
!
49. Our experts found
81 issues. That’s
not a large amount.!
81
!
Usability findings"
50. But 30 critical / major
issues – issues that
prevent users from
completing tasks – is a
30
big deal.!
!
Critical / major issues"
53. Overall, loads of people keen
on NZ, and loads of good
content. Poor interaction
design meant users took time
learning to find content,
instead of engaging with
the content.!
!
!
54. Methodology 2:
Personas.!
Expert Review"
!
Personas"
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
55. A persona is a fictitious
person who embodies all
of your research and is
used in design"
"
Richard Douglass, Optimal Usability, 2012"
56. We had marketing personas, and
shedloads of research on our
active considerers. But what those
marketing personas didn’t tell us
was what differentiated the needs
of our users when using
newzealand.com, nor the process
of how to design for those users"
"
Dave Brem, Websites Manager, Tourism New Zealand, 2013"
57. Here’s an output from
these personas.
Characters with tourism-
specific history, gathered
via research.
!
!
58. These personas were
pulled together after
conducting dozens of
interviews with people
considering NZ as a
destination.!
!
!
59. The main benefit of a user
profile is as a reminder that
you’re not the user. A
persona helps you make
detailed decisions based
on validated research"
"
Thea Myers, Optimal, 2012"
60. If you have enough
info to create a 60 page
book, then you’ve got
a persona"
"
Kris Nygren, Optimal, 2012"
61. These persona posters
are still sitting on our
desks. We use them in
all our work. They are
baked into our process"
"
Dave Brem, Websites Manager, Tourism New Zealand, 2013"
62. Methodology 3.
Tree-testing.!
Expert Review"
!
Personas"
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
63. Tree-testing is about
determining the
‘findability’ of information
within your information
architecture (IA).!
!
65. 1 of 4
You’re traveling to New Zealand and want to find
out more about Maori customs before you leave.
Where would you find that?
It allows us to launch a
survey asking users to
complete a task by
indicating where they
would find the answer to
that task within an IA.!
!
!
67. And a mindmap that
shows the different
paths users took to
find the answer to
each task.!
!
68. Once you’ve
got a score,
tweak your IA
and retest.!
!
Iterate"
69. We treejacked more
than we planned to.
They key is to
choose the right
tasks to test"
"
Dave Brem, Websites Manager, Tourism New Zealand, 2013"
70. And for those
trickier parts of
the IA –
Expert Review"
card sort.!
!
Personas"
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
75. We used concept /
collaborative designExpert Review
workshops to generate as
"
many alternative designs
to tricky problems
as possible.!
Personas"
!
!
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
83. And agree which
elements to Expert Review"
progress further into
detailed interaction
design.!
!
Personas"
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
84. Interaction design isn’t
about colours, fonts, or
the look of a site. It’s
about designing the
things people want to do,
so that they work.!
!
!
88. User testing is about
Expert Review
getting actual users to "
complete actual tasks,
and aggregating insights
from observing
several users.!
Personas"
!
Tree Testing"
Card Sorting"
Co-Design"
Interaction Design"
User Testing"
93. Go check out
the site. It’s
good : )!
!
newzealand.com"
94. Following a year of continuous
design and usability improvements…
resulting in the site's strongest 12
month period – visits are up four per
cent and referrals up 18 per cent for
the year ending 31 January (2013) "
"
Catherine Bates, GM Brand and International PR, Tourism NZ!
95. Just to put that in context,
18 per cent means hundreds
of thousands more active
considerers contacting NZ
tourism operators – this is
our reason for being "
"
Dave Brem, Websites Manager, Tourism NZ, 2013!
97. INVOLV
USERS E
OFTEN
VOLVE
IN ERS
US RLY ITERAT
EA ITERAT E,
98. Right. Now,
about
personas.!
!
Personas"
Thea Myers
99. Thea’s one of
our senior
designer /
consultants.!
!
Thea
100. Thea’s done
heaps of
forklift drivers • commercial fishers • leisure sailing and fishing!
persona
projects.!
!
call centre agents • physicians • banking & mobile phone consumers!
international travelers • international tourists to nz • life insurance buyers!
car insurance buyers • health insurance buyers • business insurance buyers!
home insurance buyers • small business owners • people establishing a business!
IT professionals • receptionists • alcohol drinkers • medical device dealers!
sufferers of sleep apnea • grocery buyers • courier package senders!
102. So, the
dictionary
definition of a
persona is…!
!
Persona
per SŌ na’ [noun]
1.A persona is a realistic archetype
serving as a surrogate for one
segment of a system’s (or part of a
system’s) actual targeted audience.
103. Yeah yeah yeah.
Personas are
basically just stand-
in users, based
Persona
on research.!
!
per SŌ na’ [noun]
1.A persona is a realistic archetype
Stand-in user
serving as a surrogate for one
segment of a system’s (or part of a
system’s) actual targeted audience.
104. Useful when:"
• The design team is an actual team, with more than
a single person working the entire process from
ideation through implementation.
!
• The team members are different from their users
(true most of the time.)
!
• The team members do not have regular interaction
directly with users
!
• Different users will interact with the product or
service differently because they have different
intentions, context, knowledge, skills, or experience.!
-Jared Spool
105. Here’s an example output
from a persona research
project. Not Optimal’s, just
an example Thea
found online.!
!
111. A four-step
process – with the
third step being
the tricky one.!
!
How to create Personas
1. User research
2. Analysis
3. [Scene missing]
4. Voila! Personas!
112. Always start with research.
Read what you have now.
Interview stakeholders.
Interview customer-facing
roles. Talk to users – 10-20
How to create Personas
is reasonable.!
!
1. User research
2. Analysis
3. [Scene missing]
4. Voila! Personas!
113. Then, analyse
what your
interview data.!
!
How to create Personas
1. User research
2. Analysis
3. [Scene missing]
4. Voila! Personas!
114. Step away from
the people you
interviewed, and
see them as a
collection of data.!
!
115. Plenty of ways of
conducting
analysis – all of
which involve
post-it notes…!
!
116. Now for the
magic.!
!
How to create Personas
1. User research
2. Analysis
3. [Scene missing]
4. Voila! Personas!
117. This ‘scene-missing’ step
is about transforming that
data into personas. This
isn’t creative writing – but
more breathing life into
your data.!
!
!
118. And you’re done.
Right?!
…!
!
How to create Personas
1. User research
2. Analysis
3. [Scene missing]
4. Voila! Personas!
119. You guessed it:
nope. You’re only
halfway. Now you
have to use those
personas.!
!
How to use Personas
120. Personas are not the one
source of truth. They can
help you find it, but if it’s
high risk, you’ll still need
to test it with
actual users.!
!
!
How to use Personas
They are a tool, and like
any tool, you must know
how to wield them!
121. Okay, so Thea
has learned a few
lessons while
working on these
persona projects.!
!
Lessons learnt
122. Like this one: define Make sure Be prepared to up-
your scope well. Are you’re talking to scale your research if
you interested in all enough of the right you feel there are gaps
customers, or just those people about the in understanding, or
using your site, or just a right stuff.! new user groups.!
part of your site?! ! !
!
!
Lessons learnt !
Define your scope well,
and be prepared to scale
the research!
123. And make sure you
design the output from
persona research to
work for the people who
will use those outputs.!
!
! Lessons learnt
Consider who will be
using the personas, design
for them
124. You might be best
starting out with rough
and ready sketch
profiles to remind your
designers that they are
not the user.!
!
!
125. How you represent
personas with images is
important too. Use
believable pictures –
this is Thea’s mom!!
!
127. And this is what
‘women laughing
alone with salad’
looks like…!
!
128. The outputs from
lightweight persona
work are often best left
at the same sketch
fidelity as the research.!
Patty Persona
!
!
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veniam, quis nostrud exerci tation ullamcorper
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consequat. Duis autem vel eum iriure dolor in
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facilisis at vero eros et.
129. And most importantly:
keep them live! Evolve
them. Re-interview
people and adapt. They
will stagnate and die if
not fed.!
! Lessons learnt
Keep them alive!
130. That does take
some effort to do.!
!
Lessons learnt
Keep them alive!
(This takes effort money)