What arepersonas 02_28_2015

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What are personas and how are they used? This presentation describes personas and the difference between market segments, and how personas can be used.

Design

3JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Tell the stories of the different types of users you need to design for

4JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Use real-world data gathered from customers to identify characteristics
that pertain to specific site features and functions
• 36 years old, mother of 4
• Part-time therapist
• Lives in Houston, Texas
• Eats out daily for
breakfast and lunch
• Eats Starbucks oatmeal
• Looks up restaurants on
her phone, in her car, and
spends little time looking.
• Special occasions with
her husband
• 28 years old, engaged
• Yoga teacher & therapist
• Lives in Boston, MA
• Eats out a couple of times
during the week and one
weekend night with her
boyfriend or friends
• Often purchases
Groupons for restaurants
• Technology Executive
• Married with kids
• Travels often internationally
• Often organizes networking
dinners in his industry
• Orders takeout often
• First looks to friends for
recommendations
• For a specific restaurant, he
looks up Yelp and other
reviews.
Imagine you’re building a restaurant finder:

5JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Point to information and features that users will be looking for

6JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Are not market segments, and focus on behaviors and needs rather than
preferences and trends
52%
96%
84%
89%
% who bought
online
20%
26% 27%
37%
43% 43%
23%
17%
21%
Reluctant
Recognition
Seekers
Efficient
Online
Orderers
Earnest
Romantics
Teleflora
spend
14%
Consumers
9%
Total floral
category spend
Floral
Fanatics
20%
10%
38%
15%
26%
% who bought
from Company X
81%
OVERALL
24%
OVERALL

7JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Are not real people, “dream users,” ourselves, or characters with
irrelevant biographical data

8JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Involve the extended working team in the process

JENN COONCE EXPERIENCE DESIGN
How do we use
personas?

10JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Benefits of personas

11JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
How to use personas in design
Design to customer goals
Develop the best solution to
meet the needs of the
customers you’re targeting.
Personas
as a part of
process
Find out what customers need
Gather information to find out
how customer needs align to
business goals.
Assess success of
designs
Test designs and concepts
with customers to evaluate
their success
Adjust strategy as
you learn
Continually adjust strategy
and understanding of
personas based on what
you learn over time.

JENN COONCE EXPERIENCE DESIGN
How do we create
meaningful
personas?

13JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Persona Creation
1 Interview participants representing a cross-section customers
•Goals
•Expectations
•Attitudes
•Behaviors

14JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Persona Creation
2 Compare participants and identify the important ways in which participants differ

15JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Persona Creation
3 Identify clusters of types of personas

16JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Persona Creation
4 Elaborate detailed characteristics that are actually useful to a design team

17JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Persona Creation
4 Identify a task flow for each persona

18JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Sample Persona

19JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Sample Persona

20JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Sample Persona

21JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Sample Experience Map

22JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com
Sample Experience Flow

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1. JENN COONCE EXPERIENCE DESIGN What are personas? CONTACT Jenn Coonce Email: jenncoonce@gmail.com Phone: 917-859-4921 www.jenncoonce.com

2. JENN COONCE EXPERIENCE DESIGN Personas…

3. 3JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Tell the stories of the different types of users you need to design for

4. 4JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Use real-world data gathered from customers to identify characteristics that pertain to specific site features and functions • 36 years old, mother of 4 • Part-time therapist • Lives in Houston, Texas • Eats out daily for breakfast and lunch • Eats Starbucks oatmeal • Looks up restaurants on her phone, in her car, and spends little time looking. • Special occasions with her husband • 28 years old, engaged • Yoga teacher & therapist • Lives in Boston, MA • Eats out a couple of times during the week and one weekend night with her boyfriend or friends • Often purchases Groupons for restaurants • Technology Executive • Married with kids • Travels often internationally • Often organizes networking dinners in his industry • Orders takeout often • First looks to friends for recommendations • For a specific restaurant, he looks up Yelp and other reviews. Imagine you’re building a restaurant finder:

5. 5JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Point to information and features that users will be looking for

6. 6JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Are not market segments, and focus on behaviors and needs rather than preferences and trends 52% 96% 84% 89% % who bought online 20% 26% 27% 37% 43% 43% 23% 17% 21% Reluctant Recognition Seekers Efficient Online Orderers Earnest Romantics Teleflora spend 14% Consumers 9% Total floral category spend Floral Fanatics 20% 10% 38% 15% 26% % who bought from Company X 81% OVERALL 24% OVERALL

7. 7JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Are not real people, “dream users,” ourselves, or characters with irrelevant biographical data

8. 8JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Involve the extended working team in the process

9. JENN COONCE EXPERIENCE DESIGN How do we use personas?

10. 10JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Benefits of personas

11. 11JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com How to use personas in design Design to customer goals Develop the best solution to meet the needs of the customers you’re targeting. Personas as a part of process Find out what customers need Gather information to find out how customer needs align to business goals. Assess success of designs Test designs and concepts with customers to evaluate their success Adjust strategy as you learn Continually adjust strategy and understanding of personas based on what you learn over time.

12. JENN COONCE EXPERIENCE DESIGN How do we create meaningful personas?

13. 13JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Persona Creation 1 Interview participants representing a cross-section customers •Goals •Expectations •Attitudes •Behaviors

14. 14JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Persona Creation 2 Compare participants and identify the important ways in which participants differ

15. 15JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Persona Creation 3 Identify clusters of types of personas

16. 16JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Persona Creation 4 Elaborate detailed characteristics that are actually useful to a design team

17. 17JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Persona Creation 4 Identify a task flow for each persona

18. 18JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Sample Persona

19. 19JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Sample Persona

20. 20JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Sample Persona

21. 21JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Sample Experience Map

22. 22JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com Sample Experience Flow

23. JENN COONCE EXPERIENCE DESIGN Thank you

What arepersonas 02_28_2015

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