Persona Creation

PERSONAWhy, How & What


The Purpose

For Whom to designWhat to design

NeedsMotivation


The Purpose


NeedsMotivation

The Process

Steps InvolvedAmount of information


The Purpose


NeedsMotivation

The Process

Steps InvolvedAmount of information

The Result

The only Rule for Designerswhile creating PERSONAS

The only Rule for Designers

Be the “BANDER”

while creating PERSONAS

Seeing is not enough“OBSERVE”

Listen, Listen &“LISTEN” Spread the news

“SHARE”

THE PURPOSEKeep the users at the heart of every project

aka Why

“keep the user at the heart of every UX project”

The Purpose

1st thing to do at thebeginning of project

represents clusterof users who exhibits similar behaviour patterns

Includes decision making process, technology use, lifestyle, motivation, education and demographic.

Work as a help guide for every design or business decision.

3 to 7 personas for a project.

Same product but different design

Examples

Same product but different design

Examples

Different users different needs

THE PROCESS“how we climb a mountain is more important then reaching the top”

aka How

Finding the users Building Hypothesis Verifications

Constructing PersonasDefining SituationsValidationDissemination

1 2 3678

45

Finding Pattern

Finding the users 1Who are the users?How many users are there?

What do they do with the system?

Brainstorming

Random Interview (30)Competitive Analysis

Analytics

Question Asked Methods Used



Timepass

Wannabe Actors Fitness Trainer

Yoga Trainer

Students

Wannabe Singers

Get FamousMore Followers

Follow Celebrity

Live Performance

New Friends

All Age GroupsLive Broadcast

Brainstorming


Analytics



Timepass

Wannabe Actors

Wannabe Comedians

Wannabe Entertainers

Fitness Trainer

Yoga Trainer

Students

Wannabe Singers

Professional Actors

Professional Comedians

Professional EntertainersProfessional Singers

Social Engagement

Social Gratification


Follow Celebrity

Spreading Message

Live Performance

Watch Performance

Chatting

New Friends

Young Audience

All Age Groups

Tips & Tricks

Help

Live Broadcast

Brainstorming


Analytics



Timepass

Wannabe Actors

Wannabe Comedians


Fitness Trainer

Yoga Trainer

Students

Wannabe Singers

Professional Actors



Social Engagement



Follow Celebrity

Spreading Message

Live Performance

Watch Performance

Chatting

New Friends

Young Audience

All Age Groups

Tips & Tricks

Help

Live Broadcast

Brainstorming


Analytics

Delhi Mumbai

Bangalore

Hyderabad16 - 30

31 - 40 40 & Above

LikesDislikes

Show Off

Costly GadgetsSmart Phones Desktops

TabletsAt Home

On MoveOffice School

Park Event



Timepass

Wannabe Actors

Wannabe Comedians


Fitness Trainer

Yoga Trainer

Students

Wannabe Singers

Professional Actors



Social Engagement



Follow Celebrity

Spreading Message

Live Performance

Watch Performance

Chatting

New Friends

Young Audience

All Age Groups

Tips & Tricks

Help

Live Broadcast

Brainstorming


Analytics

Delhi Mumbai

Bangalore

Hyderabad16 - 30

31 - 40 40 & Above

LikesDislikes

Show Off

Costly GadgetsSmart Phones Desktops

TabletsAt Home

On MoveOffice School

Park Event

Brands ExpensiveSmart Watch

Day

Night In Group

Live Events

Functions

Birthday

Anniversary

Anniversary

Alone

Chitchat

2 What are the differences among the users?

Building Hypothesis

Analyse the material.

Grouping the users.Identifying & Naming the groups.


Wannabe ActorsWannabe ComediansWannabe Entertainers

Fitness TrainerYoga Trainer

Students

Wannabe Singers

Professional ActorsProfessional ComediansProfessional EntertainersProfessional Singers


Building Hypothesis



Professional Anchor Wannabe Anchor

31 - 40 20 - 30 31 - 45 15 - 25

Age Groups


Building Hypothesis



Wannabe ActorsWannabe ComediansWannabe Entertainers

Fitness TrainerYoga Trainer

Students

Wannabe Singers

Professional ActorsProfessional ComediansProfessional EntertainersProfessional SingersProfessional Anchor Wannabe Anchor

3Data of Personas: likes / dislikes,

needs, Goals & Motivations.

Qualitative Data Collection

In Person Interviews

Verifications


Likes

• Maintaining a Status Quo.• Expensive gadgets.• Love the spotlight.• Have an eye for fashion.• Curious in exploring new

things & eager to get out of

their comfort zone.• Likes to talk and be witty at

the same time.• Likes to get appreciated a

lot for the things they do.• Loves travelling.

• Loves to follow celebrity and

their style statement.• Meeting new people and showoff

their talent.• Want to live an independent life.• Constantly help people inside

and outside their friend circle.• Likes to Maintain a Status Quo.• Expensive gadgets.• Love the spotlight.• Have an eye for fashion.• Curious in exploring new things

& eager to get out of their

comfort zone.• Likes to talk and be witty at the

same time.

• Maintains a day schedule

and stick to it.• Plans the things in

advance and stick to it.• Showoff their body curves.• Keep educating others on

the benefits of being fit.• Motivates people around

them to be fit and healthy.• Loves writing and reading.• Quick in grasping new

things.• Spreading the message

they believe in.

• More & more friends.• Facebook & WhatsApp is

the lifeline.• Heaving newest phone.• Getting lots of sleep.• Hanging out with friends.• Going to the movies.• Checking online social

status first thing in

morning.

Wannabe Anchor Fitness Trainer StudentsProfessional Anchor

Dislikes

• Keep themselves away

from conflict.• Easily bored and can’t sit

ideal.• Hate planning and face

difficulties in sticking to

plans.

• Staying away from their phones.• Hate to be lectured.• Philosophical subjects are a big

turning off.• Things that involve analytical

skills is a poor fit.• Not good in responding to their

own criticism.• Don’t like to follow orders.

• Getting late to the planned

things.• Missing daily routine.• Hate people who don't pay

attention during fitness

session.• Cluttered environment.• Doing something without a

purpose.

• Boring people around

especially teachers &

professors.• Long queues

(Restaurants, bars,

grocery stores etc.)• Getting up early in the

morning.

Fitness Trainer StudentsWannabe AnchorProfessional Anchor

Goals

• Becoming host for “Show

Name” a famous show.• Increase fan following.• Want to live a luxurious life

at least for couple of years.• Improve anchoring skills on

regular basis.• Want to have his online

anchoring channel.

• Improve or learn on his

anchoring skills.• Want to interact with famous

anchors.• Increase his fan following.• Want to have a style statement.

• Spreading the fitness

message.• Conduct online fitness

training classes.• Help others to maintain a

healthy lifestyle.• Wants to be featured in

famous health magazine.

• Remain in touch with

friends 24/7.• Showoff everything that

happens in everyday life.• Become a online star.• Buy latest iPhone.• Have distinct style

statement.


Motivations

• Watch famous international

shows like reality shows,

Awards events etc.• Dreaming about playing as

anchor to famous show.• Follows various FM radio

RJ’s on social sites.• Anchoring is a primary

source of earning.

• Watch famous international

shows like reality shows, Awards

events etc.• Dreaming about playing as

anchor to famous show.• Follows various FM radio RJ’s

on social sites.• Earn livelihood by opting

Anchoring as a career.

• Healthy lifestyle.• Remain active all day.• Providing fitness training is

a primary source of

earning.• Feel more confident &

happy when body is in a

good shape.

• Timepass on social media• Follow trending fashion

and celebrities styles.• Share interesting and fun

things with friends.


4Does the initial grouping holds?

Are there other groups to consider?

Are all equally important?

Categorisation

Finding Pattern


4Finding Pattern

Does the initial grouping holds?

Are there other groups to consider?

Are all equally important?

Categorisation

Fitness Trainer StudentsProfessional Anchor

Primary Users Primary UsersSecondary Users

5Body: Name, Age, Picture.

Psyche: Extrovert/Introvert.Background: Occupation

Emotions & Attitudes: Likes, dislikes, technology, goals &

motivations.

Categorisation

Constructing Personas


6What are the needs of the

Persona?What are the situations &

Scenarios?

Analyse Data for Situation &

needs


Defining Situations

A day in a life

12 AM to 12 PM

SLEEP

Freshen up Check Social sites

Messages and Whatsapp

GymFITBIT & iPHONE

Ready for ShootingTalk to friends

BreakfastSocial Sites

Getting Ready

12 PM to 12 AM

DRIVING Listening Songs


Calling Friends & Relatives

OWN TIMEWatching TVSocial SitesVideo Calls

Rehersing for next dayDinner

SHOOTINGInteracting with peoplesReading ScriptRehersingTaking calls inbetweenChattingClicking Snaps

SHOOTINGInteracting with peoples

Reading ScriptRehersing

Taking calls inbetween

LUNCHInteracting with DirectorNext shot planning

Scenarios

12 AM to 12 PM

SLEEP

Freshen up Check Social sites

Messages and Whatsapp

GymFITBIT & iPHONE

Ready for ShootingTalk to friends

BreakfastSocial Sites

Getting Ready

Can broadcast himself for

short duration and talk about

how staying fit provides him

confidence and helps in

professional growth.

Explore the app or respond to

comments received on last

beam

Explore the app or respond to

comments received on last

beam, Schedule future beam

or beam for a longer duration.

Scenarios

12 PM to 12 AM



Calling Friends & Relatives

OWN TIMEWatching TVSocial SitesVideo Calls

Rehersing for next dayDinner

SHOOTINGInteracting with peoplesReading ScriptRehersingTaking calls inbetweenChattingClicking Snaps

SHOOTINGInteracting with peoples

Reading ScriptRehersing

Taking calls inbetween

LUNCHInteracting with DirectorNext shot planning

Going Live whenever possible

will help the persona to

increase his following.

Can broadcast himself and

get engaged with viewers.

7Do you know someone like this? People who knows personas read

and comment on the persona description


Validation

8How can we share the personas

with the organisation?

Posters, meetings, emails,

events etc.


Dissemination

THANK YOU

Persona Creation

Documents

Transcript of Persona Creation