Building Contextual Personas through Scenario Planning (PCTO 2016)
-
Upload
jesse-emmanuel-rosario -
Category
Design
-
view
439 -
download
3
Transcript of Building Contextual Personas through Scenario Planning (PCTO 2016)
![Page 1: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/1.jpg)
Jesse Emmanuel Rosario @jemrosario Building Contextual Personas Through Scenario Planning
![Page 2: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/2.jpg)
PodCampToronto 2016 | February 20-21, 2016
• UserExperienceSpecialist,Analy3calEngineInterac3ve,Inc.(Toronto,ON)
About Me
@jemrosario #PCTO16
![Page 3: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/3.jpg)
PodCampToronto 2016 | February 20-21, 2016
FACT:Personasaregreat!
![Page 4: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/4.jpg)
PodCampToronto 2016 | February 20-21, 2016
From Freepik (http://www.freepik.com/free-vector/variety-of-human-avatars_766615.htm)
user research
Ellen• 45yearsold• Motheroftwo• Proudtechadopter• Paysforhercoffee
exclusivelyfromhermobiledevice
![Page 5: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/5.jpg)
PodCampToronto 2016 | February 20-21, 2016
ASamplePersona(courtesyNielsenNormanGroup)
![Page 6: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/6.jpg)
PodCampToronto 2016 | February 20-21, 2016
#PersonaProblems • “Toogoodtobetrue”syndrome:Clients/stakeholdersquibblingaboutthedetails(andveracity)ofthepersona.
• Personasareeithersofake(i.e.basedonassump3onsorzerouserresearch)orspikedwiththewrongdata.
![Page 7: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/7.jpg)
PodCampToronto 2016 | February 20-21, 2016
This is great!
So exciting!
This app will be the app to end all apps!
Acme, Inc. can kiss my
hands!
![Page 8: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/8.jpg)
PodCampToronto 2016 | February 20-21, 2016
Fourweeksandapersonalater…
“That’s my target user?” “Amazing Amy really does this?” “Fastidious Frank sounds like a pain!” “I don’t want Meandering Millie near my cool
app…. she’ll break it!” “Cool story, bro. Still feels fake to me!”
![Page 9: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/9.jpg)
PodCampToronto 2016 | February 20-21, 2016
The typical Canadian
family!
Joe Oliver, PC Former Finance Minister
“'Henry and Cathy,' with 'two active kids' are one of the typical Canadian families featured in the Conservative government's messaging around the 2015 federal budget, also known as the Economic Action Plan. (budget.gc.ca)” – CBC News
![Page 10: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/10.jpg)
PodCampToronto 2016 | February 20-21, 2016
From CBC News (http://www.cbc.ca/news/politics/typical-family-in-federal-budget-not-so-typical-critics-1.3051011)
![Page 11: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/11.jpg)
PodCampToronto 2016 | February 20-21, 2016
"IfyoulookatthetypicalCanadian,thetypicalfamilythataCanadianlivesin,then$120,000—thatputsyouintheupper15percentofCanadianfamilies,"saysMilesCorak,aneconomistattheUniversityofOXawa.
"TheConserva3ves'imaginary'typicalfamily'doesn'treflecttherealityofCanadianfamilies:theymakealmosttwiceasmuchastherealaverageCanadianfamily,"-formerNDPFinanceCri3cNathanCullen.
![Page 12: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/12.jpg)
PodCampToronto 2016 | February 20-21, 2016
“Are you for real? As in really, real ‘REAL’?!?” !a.k.a.theCredibilityQuesGondirectedtowardstradi3onalpersonas
![Page 13: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/13.jpg)
PodCampToronto 2016 | February 20-21, 2016
P R O B L E MTraditional personas
lack the product context needed to
build digital products that users want and generate business.
How do we solve this?
![Page 14: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/14.jpg)
PodCampToronto 2016 | February 20-21, 2016
SCENARIO PLANNING
A strategic foresighting tool
![Page 15: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/15.jpg)
PodCampToronto 2016 | February 20-21, 2016
STRATEGIC FORESIGHT
“A systematic approach to gathering intelligence about possible futures and building
shared visions, aimed at guiding and enabling present-day
decisions”
- Greg Van AlstyneCo-Founding Director, Strategic Innovation Lab
OCAD University
![Page 16: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/16.jpg)
PodCampToronto 2016 | February 20-21, 2016
CRITICAL UNCERTAINTY
“Drivers of change with high potential impact, which, at the same time are very difficult to
call”
– 2020 Media Futures Report�OCAD University �
Strategic Innovation Lab
![Page 17: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/17.jpg)
PodCampToronto 2016 | February 20-21, 2016
Let’stakescenarioplanningforaspin!(a.k.a. Let’s build your first contextual persona)
![Page 18: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/18.jpg)
PodCampToronto 2016 | February 20-21, 2016
Try it!
!You are a newly hired VP Digital at
Canadian Tire and have been tasked to refresh the company’s digital channels for a
millennial crowd.
![Page 19: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/19.jpg)
PodCampToronto 2016 | February 20-21, 2016
“Millennialscooltoolderbrands”MetroNews(February16,2016)
“Old-stockcompaniesaren’twinningthefavourofthe‘Net<lixandchill’generation,accordingtoanIpsos-InstituteofCommunicationAgenciessurveyofthemostin<luentialbrandsinCanadain2015.[…]MillennialswerealsomuchlesslikelytoholdCanadianTireinhighesteem.Thecompanyfoundedin1922bytheBillesbrothersinTorontowastheseventh-mostin,luentialamongboomers,butadistant51stamongmillennials.”
![Page 20: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/20.jpg)
PodCampToronto 2016 | February 20-21, 2016
• What’sacri3caluncertaintyagain?
Find your Critical Uncertainties
What is the most hard-
hitting/crucial factor facing the
business that could impact their future?
What is the most uncertain/
volatile factor facing the business?
![Page 21: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/21.jpg)
PodCampToronto 2016 | February 20-21, 2016
• What’sacri3caluncertaintyagain(WRTcontextualpersonas)?
Find your Critical Uncertainties
What is the most hard-
hitting/crucial factor about your users that could
affect the product/service’s creation?
What is the most uncertain/
volatile factor surrounding your
users?
![Page 22: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/22.jpg)
PodCampToronto 2016 | February 20-21, 2016
• Howdowedothat?– Userresearch(userinterviews,primaryandsecondaryresearch,analy3csresearch,surveys,ethnography,contextualinquiry,etc.)
– Synthesizetherawdata• Affinitymapping• TheFiveWhys(a.k.a.rootcauseanalysis)
Find your Critical Uncertainties
![Page 23: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/23.jpg)
PodCampToronto 2016 | February 20-21, 2016
Don’t be that guy (or girl)!
![Page 24: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/24.jpg)
PodCampToronto 2016 | February 20-21, 2016
• Iden3fythecriGcalandtheuncertain.
Find your Critical Uncertainties
CRITICAL: Brand perception (e.g. “How is the
Canadian Tire brand perceived among
millennials?”)
UNCERTAIN: Engagement with brands over digital media (i.e. social
media, etc.)
![Page 25: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/25.jpg)
PodCampToronto 2016 | February 20-21, 2016
HIGH REGARD
LOW REGARD
DISENGAGED (e.g. apathetic)
HIGHLY ENGAGED
(e.g. outspoken)
CRITICAL: Brand perception (e.g. “How is the
Canadian Tire brand perceived among
millennials?”
UNCERTAIN: Engagement
with brands over digital media (i.e.
social media, etc.)
TheSilentFan
TheSpokes-person
ThePessi-mist
TheLoudCriGc
![Page 26: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/26.jpg)
PodCampToronto 2016 | February 20-21, 2016
HIGH REGARD
LOW REGARD
DISENGAGED (e.g. apathetic)
HIGHLY ENGAGED
(e.g. outspoken)
TheSilentFan
TheSpokes-person
ThePessi-mist
TheLoudCriGc
RESULT:
User types
• Personas• UserStory
Mapping• Customer
JourneyMaps,etc.
![Page 27: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/27.jpg)
PodCampToronto 2016 | February 20-21, 2016
SomecommonquesGons,concerns,objecGons,etc.(a.k.a. YA RLY…)
![Page 28: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/28.jpg)
PodCampToronto 2016 | February 20-21, 2016
#SameOldLove “How are contextual personas any different from traditional persona development?”!!
• Principalbenefit:Contextualpersonassituateyourproductalongsideyourbusiness’andyourusers’contextbeforedeliveringthefirstlineofcode(orbeyond).– Providehintsonyourusers’possiblerela3onshipwithyourproduct/
service,whichiskeyduringtheDiscoveryphase.– Deliversthebestofbothworlds:
BehaviouralInsight+ProductContext(throughcri3caluncertain3es).
![Page 29: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/29.jpg)
PodCampToronto 2016 | February 20-21, 2016
• CASESTUDY:TheCanadianJewishNewsContextualPersonas
• Answered:– Whoareourusers?– Whatkindofcontent
maXerstothem?– Whattypeofrela3onship
couldtheyhavewiththeproductbeingbuilt.
#SameOldLove
“Footinboth
worlds”
“TheAc3vist”
“TheDowntown
Jew”
“Holis3callyJewish”
Younger,Proac3ve
Older,Reac3ve
LessReligious
HighlyReligious
![Page 30: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/30.jpg)
PodCampToronto 2016 | February 20-21, 2016
Critical vs. Uncertain “ ‘Critical’ and ‘Uncertain’ aren’t so clear cut. !A critical factor may just be as uncertain as the other. How do you solve this?”!!
• Intheory,criGcalanduncertainfactorsmayseemdis3nct.Inreality,they’reomencloseandsorelated.
![Page 31: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/31.jpg)
PodCampToronto 2016 | February 20-21, 2016
• Keep calm and open your mind. • Identify more critical uncertainties,
and then pair them. • It’s okay to miss it. Some pairings
may not make sense; try again. • PRO TIP: Involve your client!
The Design Squiggle (by Daniel Newman)
![Page 32: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/32.jpg)
PodCampToronto 2016 | February 20-21, 2016
#StupidUsers
Whybother?Usersarestupid…Life’stooshorttocatertoadimwit,anyway...
![Page 33: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/33.jpg)
PodCampToronto 2016 | February 20-21, 2016
#StupidUsers
Askyourself,“Whatifyoulaunchyourproductandnobodybuysit?”
–ScoXHurff,
DesigningProductsPeopleLove(O’Reilly,2015)
![Page 34: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/34.jpg)
PodCampToronto 2016 | February 20-21, 2016
#StupidUsers Ego-FirstDevelopment:“Thecoreproblemwithsomany
businessesisthatthey’rebasedonwhatthebusinessownerwants…They’refantasizingaboutbeingthehero:‘I’mgoingtorideinonmywhite‘somware’horse,andsavethesepoorpeople”
–AmyHoy,
“WhyIt’sNotAboutYou”Episode52,ProductPeoplepodcast
![Page 35: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/35.jpg)
PodCampToronto 2016 | February 20-21, 2016
#StupidUsers
“Concoc3ngaproductideaisreallyanactoflistening.Andwithoutknowingwhoyou’reservingandwhattheyneed,buildingproductissimplyanotherformofop3mis3cspecula3on.”
–ScoXHurff,
DesigningProductsPeopleLove(O’Reilly,2015)
![Page 36: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/36.jpg)
PodCampToronto 2016 | February 20-21, 2016
• ContextualPersonas=BehaviouralInsights+ProductContext.
• Glimpsespoten3alusagescenariosgivenusergoals,mo3va3ons,andproductcontext.
• Drivenbyuserresearch,this3mewithaviewtowardsthecri3calandtheuncertain.
• Coversmuchmoregroundcri3caltoachievingproblem-solu3onfit.• Funnelsnicelyintoagileuserstories,userstorymapping,customer
journeymaps,etc.
In Conclusion
![Page 37: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/37.jpg)
PodCampToronto 2016 | February 20-21, 2016
R E M E M B E R
“Life’s too short !to build something nobody wants”. !
Build “what’s worth doing” !so you can deliver digital products
that your users love. !ACKNOWLEDGEMENTS Ash Maurya (author, Running Lean), Joe Natoli (author, Think First), and Scott Hurff (author, Designing Products People Love) for the quotable quotes!
![Page 38: Building Contextual Personas through Scenario Planning (PCTO 2016)](https://reader031.fdocuments.us/reader031/viewer/2022030314/58867f081a28ab962a8b6683/html5/thumbnails/38.jpg)
Jesse Emmanuel Rosario @jemrosario Building Contextual Personas Through Scenario Planning
Thankyou!:-)