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Personas

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Personas

  1. 1. UXFocus e.U. Humboldstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at Personas ‣ UX Group - Linz Meetup ‣ 14.04.2016 19:00 ‣ @Team Sisu
  2. 2. UXFocus e.U. Humboldtstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at … to indicate a character of a theatrical performance or court of law … different individuals (actors) can assume the same role by following the attributes of a persona rights, powers, duties, etc. 2 History In Latin, persona originally meant "mask".
  3. 3. UXFocus e.U. Humboldstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at Personas 3 PERSONA TEMPLATE UXfocus Image Innovator with a lot of power. He is social and tries to advance his business ... Ambitious Admired Focused MOTIVATIONS PERSONALITY TECHNOLOGY GOALS FRUSTRATIONS IT and Internet Software Mobile Apps Social Networks Extrovert Introvert Sensing Intuition Thinking Feeling Judging Perceiving • Slow download times • Advance an idea • Talk and communicate with others • BIO The innovator Vienna, Austria Enthusiast Single Entrepreneur 26 STATUS AGE LOCATION OCCUPATION ARCHETYPE TIER Growth Social Incentive Fear Acheivement Power persona name www.uxfocus.at UX Character IT and Internet Software Mobile Apps Social Networks
  4. 4. UXFocus e.U. Humboldstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at Personas What is “User Personas” Personas are an example of a person within your target audience. Personas should represent a major user group for your website The purpose of personas is to create reliable and realistic representations of our key audience segments for reference. These representations should be based on qualitative and some quantitative user research. 4
  5. 5. UXFocus e.U. Humboldstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at Personas Describe real people with backgrounds, goals, and values Express the major needs and expectations of your user groups A realistic representations of our key audience segments. Aid in uncovering universal features and functionality 5
  6. 6. UXFocus e.U. Humboldstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at Personas 6 Most importantly, Personas should be based research. Either qualitative or quantitative
  7. 7. UXFocus e.U. Humboldstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at Based only on marketing data Based on opinions of company stakeholders whether they’d ever met a real user or not Fictional personas poison the pool and tool!!! They will impart an inaccurate understanding of users and provide a false sense of security and solidify assumptions. Personas are not … 7
  8. 8. UXFocus e.U. Humboldstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at Personas A persona should include: Social and demographic characteristics. Needs, desires, goals Habits (consumer habits, behavior) Expertise Cultural background Motivations Must do, must never User experience goals 8 http://www.ux-lady.com/diy-user-personas/
  9. 9. UXFocus e.U. Humboldstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at Building your persona Collect information from all sources Interviews, Market research, Product Owner, Product Manager, Customer care, etc. Create an initial spectrum of potential users Conduct interviews Analyze the data Create your persona Create possible scenarios for your persona Define user roles related to the persona Test the persona with your team, stakeholders, etc. 9
  10. 10. Buyer Persona Marketing Persona Customer Persona User Persona
  11. 11. Constructed descriptions of a target group participant … Proto Personas
  12. 12. UXFocus e.U. Humboldtstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at Current best guesses to describe and understand who is currently using (or will use) your product and why. They are NOT full, research backed!!! 12 Provisional Personas
  13. 13. UXFocus e.U. Humboldtstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at Benefits Stakeholders expose what they know and what they don’t about the users If you find out you don’t know enough you can start to research 13 Provisional Personas
  14. 14. UXFocus e.U. Humboldtstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at Benefits Help your team understand personas and why they are important Help your team to practice, create and iterate persona creation methods 14 Provisional Personas
  15. 15. How?
  16. 16. UXFocus e.U. Humboldtstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at 16 Process Identification & Segmentation Attribute Profiling Personification Spectrum Profiling Stage 1 Stage 2 Stage 4 Stage 3
  17. 17. UXFocus e.U. Humboldtstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at 17 Process - Stage 1 How? There is no one right way to segment your users…. but that’s OK. As long as you determine users that are important to you and your business , you will have succeeded, no ma;er how you segment your user base. Identification & Segmentation Attribute Profiling Personification Spectrum Profiling St St
  18. 18. UXFocus e.U. Humboldstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at Stage I - hints & activities 18 1. think of all the people who currently use, or could use your product 1. how are users typically categorized 2. how do you think they should be categorized 3. industry and roles are a good place to start 2. name each type of user, and put each kind of user on its own sticky note 1. place it on the wall 3. cluster, group, and eliminate duplicates as needed 1. Discuss whether there are too many or too few categories 2. consolidate or divide personas as needed 3. Don’t spend too long debating this, as the number of categories will evolve during the whole process
  19. 19. UXFocus e.U. Humboldtstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at 19 Process - Stage 1I How to describe the types of people? What are the common, average, or dominant characteristics that are meaningful and make each type of users different than the others= Identification & Segmentation Attribute Profiling Personification Spectrum Profiling St St
  20. 20. UXFocus e.U. Humboldstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at Stage II - hints & activities 20 1. Get out 4 colors of sticky notes!!! 1. Color one: demographics and environment 2. Color two: responsibilities, needs / wants, motivations, and goals 3. Color three: pain points 4. Color four: design imperatives 2. Consolidate all affinity diagrams onto a piece of paper -> proto persona
  21. 21. UXFocus e.U. Humboldtstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at 21 Process - Stage III How would you describe the types of people that are e.g. the users? What are the common, average, or dominant characteristics that are meaningful and make each type of users different than the others? Describe them as a spectrum! Identification & Segmentation Attribute Profiling Personification Spectrum Profiling St St texts infrequently texts often
  22. 22. UXFocus e.U. Humboldstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at Stage III - hints & activities 22 1. For each type of user (or similar types of users, e.g. the same industry) choose 5-10 attributes you think are important or matter more than others 2. Share them with the team members (put them on a whiteboard) 3. Consolidate the attributes in to a set of 5-10
  23. 23. UXFocus e.U. Humboldstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at Stage III - hints & activities 23 4. each team member places a uniquely colored dot on the spectrums where they think it is most appropriate 5. continue for all 5-10 spectrums 6. stand back and notice patterns 1. If there is immediate consensus, minimal discussion will be required. 2. If, however, there are outliers or a broad distribution of opinion, the team should be encouraged to discuss and debate those issues. 3. Do patterns in the spectrum voting reveal that perhaps what has been thought of as one persona should be split into two, or do you just not understand enough to come to an agreement on what this type of user is like 7. Consolidate all ‘votings into one dot per spectrum
  24. 24. UXFocus e.U. Humboldstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at Stage III - hints & activities 24
  25. 25. UXFocus e.U. Humboldtstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at 25 Process - Stage IV At this point you have a bunch of user types. Anyway, they are not yet a proto- or provisional persona. Personifying makes each user type more and more concrete and a tangible example. Identification & Segmentation Attribute Profiling Personification Spectrum Profiling St St
  26. 26. UXFocus e.U. Humboldstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at Stage IV - hints & activities 26 1. Determine 1. name 2. descriptive label (e.g. impatient online customer) 3. strong quote in ‘their own words’ 2. Use sticky notes, brain storming, brain dumping, one concept per note 1. Stand back, notice patterns 2. Discuss with the team 3. Cluster notes into related groups (affinity diagram) 3. Determine if anything is missing!
  27. 27. Iterate!!! until you say: cheers that’s it
  28. 28. It is more important that a persona be precise than accurate. That is, it is more important to define the persona in great and specific detail than that the persona be the precisely correct one. Alan Cooper
  29. 29. UXFocus e.U. Humboldstrasse 40/2, A-4020 Linz, www: www.uxfocus.at, mailto: contact@uxfocus.at Common mistakes 1. A persona is created by a sales manager 2. Too many personas are created 3. The interviewees aren’t diverse enough 4. You avoid personal questions during the interview 1. E.g. why should I know something about her kids if the kids will not use my application … 5. You do not refresh and keep your personas alive 6. Your personas are done but no one sees them. 1. Kept in a drawer, on a network folder, etc. 29
  30. 30. Dr. Thomas Grill Mobile: +43 699 101 28 544, mailto: thomas.grill@uxfocus.at Contact 3030 Dr. Thomas Grill UXfocus
 Humboldtstrasse 40/2
 4020 Linz, Austria Mobile: +43 699 101 28 544 Email: thomas.grill@uxfocus.at

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