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Ola personas d&j


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Ola personas d&j

  1. 1. Stephen Abram, Dysart & JonesOLA Personas and Strategy
  2. 2. Making Personas Work for OLA
  3. 3. Business results depend on satisfying membersYou are not your average memberLearning about members requires direct contactKnowledge about members must be actionableDecisions should be based on members
  4. 4. Personas bring focus
  5. 5. Personasbuildempathy
  6. 6. Personas encourage consensus
  7. 7. Personascreate efficiency
  8. 8. Personas lead tobetter decisionsPersonas for DesignPrograms and conferences, interaction design,visual design, content development, user testingPersonas for MarketingFramework for marketing campaigns, branding,messaging, market researchPersonas for StrategyFramework for business decisions,offerings, channel usage, features
  9. 9. Creating Personas
  10. 10. The Landscape of User Research and TestingUser InterviewsQUALITATIVE (INSIGHTS)GOALS & ATTITUDES(ASPIRATIONAL)BEHAVIORS(ACTUAL)User SurveysUsability TestingSite Traffic/Log File AnalysisEye TrackingField Studies(Contextual Inquiry)Shadow Shopping(Shop-Along)InterceptsCustomer Support DataCard SortingFocus GroupsDiary/JournalStudiesParticipatory DesignUser AdvisoryPanelAutomated Usability TestingUser ReportsCollagesQUANTITATIVE (VALIDATION)A/B Testing
  11. 11. Qualitative Personas
  12. 12. Member Interviews• Cross-section of members, non-members, leadership, staff, otheraudiences• 6 town halls is a good starting point• Informal, loosely structured conversations
  13. 13. User Interviews: Topics• History and context• Goals and behaviors▫ Needs/triggers for usage, typical process, channel usage,feature and content usage, gaps, wish list• Attitudes and motivators▫ Description of experience, likes/dislikes, influencers, psychologicaldrivers• Opportunities▫ Reaction to new ideas, features, content, improvements• Observation of actual behavior (field studies, usability tests)
  14. 14. SegmentationGoalsBehaviorsAttitudes
  15. 15. PersonasUnderstand how people willactually use the siteSegmentation: Marketing vs. PersonasMarketingSell to peopleAgeIncomeGenderOtherdemographicsGoalsBehaviorsAttitudes
  16. 16. Segmentation by GoalsWhat are different people trying to do with OLA?Hierarchy of GoalsOther goals:• Read• Learn• NetworkBe happyBe independentGrow your careerUnderstand processLearn about pointsMotivatorMotivatorGoalNeedTask
  17. 17. Segmentation by Behaviors and AttitudesHow do users differ based on what they do or how they think?Behaviors:• Frequency of activity• Frequency of visits tothe website• Learning event attendanceincluding SC• Division engagement for variousneeds• Use of competitorsAttitudes:• Knowledge aboutlibrarianship• Motivators affecting users’likelihood touse and attend• Perception of the OLA brand• etc.
  18. 18. Segmentation by Behaviors and AttitudesExplore different combinationsFrequencyofOLAactivityKnowledge about librarianshipThe risk-taker who thinkshe knows more than heactually doesThe novice who needs alot of guidanceThe pro who wants to usesite tools and doesn’tneed helpThe smart one who wantsvalidation of what shealready knows
  19. 19. Segmentation by Behaviors and AttitudesSegmentationLevelofpreparationDesired level of personal interactionMe
  20. 20. Segmentation: The TestsYour segments should…• Explain key differences you’veobserved among members• Be different enough fromeach other• Feel like real people• Be described quickly• Cover almost all users andavoid edge cases• Clearly affect decision making
  21. 21. Qualitative Personas with Quantitative Validation
  22. 22. Surveys
  23. 23. Surveys: Who• Cross-section of members and non-members• Goal: Completions of surveys and town halls
  24. 24. Surveys: What• Questions to gather data on segmentation attributes (dependentvariables)▫ Goal for using OLA site, SC and programs. Importance of each possible goal to the user▫ Knowledge of librarianship (age/stage) Age, stage, need User’s self-perception of their expertise needs• Questions to test the segmentation against(independent variables)▫ Other behaviors (site/channel usage, feature usage, etc.)▫ Other attitudes (toward OLA, about self, etc.)▫ New features and content to test
  25. 25. Surveys: WhatRecommended order of questions:• Current goals, usage, and behavior, including channel usage• History with OLA and libraries• User of or importance of existing features and content• Satisfaction with existing OLA offerings• Importance of new features and content• Psychographic questions• Demographic questions
  26. 26. Site Traffic Analysis• Entry pages• Referrers• Exit pages• Common paths• Feature usage• Search terms• Conversion rate• Duration• Frequency
  27. 27. Quantitative Nirvana: Complete User Portrait• Survey dataWhat theuser does• Site traffic analysis• CRM data• Self-reported survey dataWhat theuser saysWhat theuser isworth • CRM data• Self-reported surveydata
  28. 28. Quantitative Personas
  29. 29. Quantitative Segmentation
  30. 30. Making Personas Real
  31. 31.
  32. 32. Using Personas
  33. 33. Persona Document
  34. 34. Persona Cards
  35. 35. Life size Cutouts
  36. 36. Persona Cubicle
  37. 37. Other Ideas for Keeping Personas Alive• Posters• Tchotchkes• Day-in-the-life photos, audio diaries, etc.• Role-playing• Quizzes• Staple to documents• Email addresses
  38. 38. rganizational Strategy
  39. 39. ProcessOpportunities• Personas• Scenarios• Use cases• Programs• Features and Functions• StructureProcess• Training• Orientation• Conference sessions
  40. 40. Features and Functionality
  41. 41. Structure
  42. 42. Testing and Measuring Success• QA process• Usability testing• Log files• Survey• Predictive modeling
  43. 43. Stephen Abram, MLS, FSLAConsultant Dysart & JonesCel: 416-669-4855Stephen.abram@gmail.comStephen’s Lighthouse Bloghttp://stephenslighthouse.comFacebook, Google+, LinkedIn: Stephen AbramFourSquare, Pinterest, Tumblr: Stephen AbramTwitter, Quora, Yelp, etc.: sabramSlideShare: StephenAbram1Thanks