Personas Bootcamp - Where Product Meets User Needs

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PERSONAS BOOTCAMP Mauricio Perez UX / CX Consultant

Transcript of Personas Bootcamp - Where Product Meets User Needs

PERSONASBOOTCAMPMauricio Perez UX / CX Consultant

What we will learn in 1.5 hoursAGENDA

‣ What are Personas?

‣ Why use Personas?

‣ How to create Personas ‣ Field research methods ‣ Interview + Task Model exercises

‣ Analysing the data

‣ Analysis + scenario exercises ‣ Using Personas effectively

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WHAT ARE PERSONAS?

PERSONAS BOOTCAMP

What are Personas?

A persona is not an actual user, but a “hypothetical archetype” or character who represents a group of users to understand their needs and problems

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What are Personas?

Personas can come in a variety of presentations

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Foxtel iQ3 : Discover phase findings May 2013 | Commercial in Confidence 212 Massive Interactive Pty Ltd. 5

Viewing

By myself With others

Open to new experiences

Timid Adventurous

Information Seeking

Sit back Hunt it out

Organisation

Too much work Will spend time

Learning

By accident Play until get it

Technology I own

The basics All the latest

Tech Ability

Luddite Wired

Social Networks

Not for me Awesome

Wealth

Struggling Affluent

Challenges

Is often distracted, concentration is low, wont read or seek out information

Is capable and will play around until she figures it out if the perceived value is high enough.

Stumbles on new content through friends and ads.

Discovering & Learning

Decision Making

Technology

Will wait, not in a rush for the newest technology as it out-dates quickly.

Waits for contracts to run out before upgrading

Uses skype to talk to her parents.

I record too much I’ll often record so much that I don’t have time to watch it all, I think when am I going to catch up on all of this.

I’m not sure when my episodes are on. Sometimes I miss the start of my favourite shows as I don’t know when they are on. I’ll be chatting with a girlfriend and they start talking about the new episodes and I’m thinking how did I miss this.

It’s all about the kids at the moment!I’m busy looking after the kids. I don’t want to spend a lot of time and effort finding something to watch. I’ll record a show, to watch later when the kids are in bed, that way I can skip the ads .

It’s cheaper at the DVD store When my husbands home we will go to the DVD store and rent a film as its $2 rather than pay $6 with Foxtel. We had the movie channel and let it go as it was too expensive and not enough choice.

Kellie: Help me make the right choice

“Sometimes I’ll record a show and forget to press +20 and it doesn’t record the end, it’s another thing to remember”

Doesn’t have time to think about what to watch.

Recording shows that won’t get watched.

Missing the start of new season episodes.

Resistance to paying more

Has to think carefully about her spending as money is tight, likes a bargain or special offer.

Makes all the day to day household decisions.

Wants to avoid effort will use the EPG for laziness.

Kellie is married to Pete, they have two children Chloe 5 and Josh 3. They are currently renting but are hoping to buy something within the next year as Kellie really likes the area, it has a good school and plenty of parks for the kids. Pete travels away for work so Kellie spends a lot of time at home with just the kids. She likes to have the TV on as background company when Pete is away, it keeps her from feeling lonely.

Kellie has been with Foxtel for 4 years, she expects Foxtel to offer her more choice for her money especially as money is tight at the moment and they have after all spent lots of money with Foxtel.

Age: 28

Occupation: Home maker

Location: Maitland, NSW

Needs:Reduce her channels to what is in her package.

Make free content more obvious.

Reminders notifications - start dates for new seasons.

Being rewarded for loyalty as a long term subscriber.

Favourite Channels Favourite Brands & Apps

What are Personas?

What goes into the creation of a persona is what we deem to be important to the success of a product or service

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User Experience: It’s about knowing your users & customers

What are Personas?

Business Goals

User Needs

Technological Constraints

UX

8What are Personas?

Business Goals

User Needs

Technological Constraints

UX

User context

Emotional Physical

Cognitive

DOINGenvironment, physical

activity, habits, disabilities, preferences,

sensory stimuli

FEELINGpsychological state, stress level, needs,

desires

LEARNINGcognitive assumptions,

learning ability, education

User Experience: It’s about knowing your users & customers

Q&AWhat are Personas?

WHY USE PERSONAS?PERSONAS BOOTCAMP

11Why use Personas?

To gain perspectiveWhen we look at a persona, we look through a lens

with which they see the world. With those glasses

on, when we make decisions, we do so having

internalised the persona’s goals, needs and wants. “We do not see things as they are. We see things as WE are” Anais Nin

12Why use Personas?

Narrative practiceThey tell a story. This is very effective because they

leverage and stimulate one of the most innate

human abilities to remember details because it is a

connection of cause and effect. A listener turns the story into their own idea and experience… and remembers it

13Why use Personas?

Predicting outcomesTheory of Mind (Folk Psychology): the ability to

predict another person’s behaviour by

understanding their mental state.

14Why use Personas?

Personas help to answer very specific questions1. What demographic do they fall into?

2. What are their frustrations?

3. What factors influence their behaviours?

4. What do they tend to say?

5. What technology are they comfortable with?

6. What are their needs?Illustration by UX Lady

Q&A Why use Personas?

HOW TO CREATE PERSONAS

PERSONAS BOOTCAMP

17How to create Personas

Demographics sample of quantitative data

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Where do we get quantitative data?

How to create Personas

‣ Online Traffic Analytics

‣ Marketing demographics

‣ Australian Bureau of Statistics

‣ Survey respondents

‣ Customer service forums

‣ Social media followers

‣ Market Research recruitment providers

(be wary of “professional” users)

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How can we get qualitative data for personas?

How to create Personas

‣ Face-to-face interviews (x30)

‣ Task modelling

‣ Contextual research

‣ Shadowing

‣ Diary studies

User context

Emotional Physical

Cognitive

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FEELINGpsychological state, stress level, needs,

desires

DOINGenvironment, physical

activity, habits, disabilities, preferences,

sensory stimuli

LEARNINGcognitive assumptions,

learning ability, education

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User Interviews

Field Research Methods

30+ in-depth conversations with structured

questions starting a little about their lives

but allow flexible discussion to guide

insights on topics relating to their

experience and behaviour around a product /

service. Best conducted in context when we

ask to observe them in action.

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Shadowing (Observing) Observation (usually with their

consent) of a customer’s experience

with a service /product. Osten we can

learn things that they might never tell

us. It can entail watching someone

over a course of time or many people

to find patterns. Useful when followed

up with a contextual interview.

22Field Research Methods

Diary studies Diary studies capture data from participants as

they live through certain experiences in context

from their own perspective. They are great when

used with interviews to draw insights from.

However, they are subject to inaccurate recall,

low control and participation and incompleteness

without incentives.

23Field Research Methods

Focus Groups Facilitation with a group of customers.

Useful in focussing on a group

behaviour and capture their experiences

and needs. They need a good facilitator

to allow all participants to contribute

and not let the group be led by a strong

personality however

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Task Modelling A Task Model diagram can be created to

list tasks around a person’s needs and

behaviours to dive deeper and discover

what they are trying to accomplish, and

then create solutions that match.

Illustration by Brad Colbow

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No access to users? Go guerrilla research!Field Research Methods

‣ Customer Feedback Channels:

‣ Social media

‣ Telephone

‣ Email

‣ Create a feedback channel (eg. Ethnio)

‣ Get out of the building and find them

“Leaving the user behind is not an option.” Chekob Nielsen

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Typical incentives for recruiting usersHow to create Personas

‣ Money ($50-$100 hour)

‣ $100 Gist cards

‣ Membership to your product / service

‣ Competition entries (State laws apply)

‣ Social kudos for inviting friends to partake

‣ Beg, bribe and buy them another coffee

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KEY OBJECTIVES

Face to face interview

PERSONA CREATION EXERCISE

AGENDA

10 minutes

DELIVERABLE

Interview notes

RESOURCES

• Interview template

• Product / Service idea e.g. Smart Phone, Public service

1. Choose [product / service] 2. Find out as much as you can about your

designated person onto the interview sheet

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Interview Template

Sketch and name

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Behaviours and demographic

Needs and pain-points

Potential solutions

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3 4

Start by folding a sheet of paper into four boxes

Next we will be interviewing and getting as much detail

as possible very quickly.

The primary goal here is to develop empathy for the

people you want to use your product.

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Interview TemplateFocus on the kinds of things that might be important to

the way this person uses the product or service

‣ Ask open-ended questions and avoid leading people to

the answers you want.

‣ Ask what people feel, not just what they think.

‣ Get them to tell you what they might do in a typical

day from morning to night

Emily, 38Chatswood

"Working mum"

DEMOGRAPHICS

• Married• 2 kids, age 5 & 9• Works 4 days per week

as a Marketing director• Husband works long hours• Values family time

NEEDS & PAINS

• Doesn't know what kids do at school

• Too tired to help with Homework

• Little communication with teacher

SOLUTIONS

• Enable conversation with kids

• Make it easy to reach teacher

Q&A How to create Personas

ANALYSING THE DATA

PERSONAS BOOTCAMP

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What have we found?

KEY OBJECTIVES

Affinity Mapping

PERSONA CREATION EXERCISE

AGENDA

10 minutes 1. Write down any patterns you have noticed in your interviews (one label for each sticky note)

2. Put them onto the wall in groupingsDELIVERABLE

Affinity Map

RESOURCES

‣ Sticky notes

‣ Sharpies

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KEY OBJECTIVES

Persona creation

PERSONA CREATION EXERCISE

AGENDA

15 minutes 1. Discuss as a group how many types of personas there could be and name them

2. Vote for the primary and secondary ones

DELIVERABLE

Primary and secondary personas

RESOURCES

1. Stickies on the wall

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Q&A How to create Personas

USING PERSONAS EFFECTIVELY

PERSONAS BOOTCAMP

37Using Personas effectively

Personas: good or evil?

Personas are a tool and powerful in

the right time and place. Any tool can

be used for good or evil, and personas

are no different.

38Using Personas effectively

Problem personas If used improperly, as when personas

are not based on first-hand research,

or based solely on market research

(as opposed to ethnographic

research), then personas will impart

an inaccurate understanding of users

and provide a false sense of security

and solidify assumptions.

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Empty PersonasThe truly fictional persona can be on

based only on marketing data or the

opinions of company stakeholders,

whether they’d ever met a real user

or not, fictional personas poisoned

the pool.

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Goal-directed Design1. Defining the persona

2. Describe the scenario

3. Fulfill their goals

KEY OBJECTIVES

Illustrating scenarios

PERSONA CREATION EXERCISE

AGENDA

15 minutes 1. From the persona created, illustrate some typical scenarios arising in the life of the persona when experiencing this product / service

DELIVERABLE

Scenario storyboards

RESOURCES

1. Persona templates

2. Storyboard templates

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42Using Personas effectively

Get grounded Good, solid first-person research is at the heart of all

useful personas. This includes careful preparation and

participant recruiting across a wide variety of potential

users. The resulting observations require thoughtful,

creative analysis and synthesis that not only boils down

what the users are doing and expressing but finds out

why: why is this observation true?

43Using Personas effectively

Round Out with Real VoicesAllow actual users to tell their own stories.

Use real quotes photos, audio, or video of people

in their environment. Instead of inventing stories

to bring imaginary people to life, lean on

journalistic or documentary techniques to let

users have their say in their own words.

13 Visual maps created by participants

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Evangelize Your Personas Personas can be kept alive within an

organisation by laying some groundwork.

‣ Assign a champion to keep personas alive

‣ Present personas to key departments

‣ Pair personas with visual scenarios

‣ Use role-playing and Q&A with personas

to answer questions the team has.Illustration by Brad Colbow

Q&AHow to create Personas

EL FIN

15Personas Bootcamp

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