So you’ve built personas…now what?

UXPA Boston 10-Minute Talk

Hit Rick up at…@Rdamas0 #UXPABoston2016 #klievents

• Conducted UX Research on 3 different

continents

• Led Qual & Quant research engagements with

some of the worlds iconic brands in industries

like FinTech, Consumer Retail, Manufacturing,

and Automotive.

• I get excited about my job everyday because I

work with a brilliant team —whose sole purpose

is to work with other brilliant teams— to improve

customers' experiences.

• My UX Moto: ”Collectively, we are never done

improving UX/CX. That's why it takes a sense

sense of passion and humility to do what we do.When I’m not UX’ing I like to:

▪ Golf…well try to golf…ok I kind of suck

but I like to play—give me a break.

Who’s this guy?

RICK DAMASO

USER EXPERIENCE

RESEARCHER

KEY LIME INTERACTIVE

What has he done?

What can you do in 10 minutes?

Unsubscribe from all those junk emails you always ignore.

Here’s a cool tool to help you —try Unroll.me

Practice something you’ve always to learn…

Maybe some dance lessons?

Or a new language –try Google’s Language Immersion ext.

Random act of kindness…

A paper published in The Official Journal of the American Psychosomatic Society, concluded that “people who regularly gave support to others showed a reduced response in regions of the brain related to stress.”

The study was published in Psychosomatic Medicine (Inagaki et al., 2016).

But what about in these 10 minutes?

▪ How to empower yourself —and

your team— to make personas

actionable and sustainable.

▪ What you will need to get there:

▪ “Buy-in” from stakeholders

▪ Answering what these artifacts/assets

mean to your organization

▪ Creating a roadmap to nurture/iterate

your personas

What are you going to walk

away with?

StakeholdersWho remembers the golden rule?

What do you mean you

want to create behavioral

personas? We just got the

customer segmentation

from Marketing.

So what do we do to get the right buy in from the right people?

Step 1: Identify the

right people, no one

likes to feel left out

Step 2: Outline a plan

that shows how this

output benefits them

and their goals

individually

Step 3: Engage them

in an open dialogue

about your plans, not

a script

Step 4: Find the golden

nugget

Step 5: Deliver!

SynthesizingYou don’t have to be a mad scientist to figure this out.

What do you mean you

want to create behavioral

personas? We just got the

customer segmentation

from Marketing.

You

Your

Audience

Root causes for lack of acceptance & understanding

▪ Individuals feel they were

not involved; reject findings

▪ No one to champion your

research; remember those

stakeholders?

▪ Poor socialization

strategy; Persona Day vs

Sharepoint

▪ Language/context of

personas; is it actionable

▪ System overload; brain

dump vs periodic updates

Sustainability & Staying PowerNever forget, personas are living breathing entities.

The Goal

Personas are muses that allows data, not opinions, to inspire others when it comes to design, CRM or any decisions that impact your customer’s experience. Personas should be

predictive and actionable for it’s end users—even in an evolving competitive landscape.

1. Using behavioral targeting to improve

engagement, experience and personalize the

experience.

2. Setting periodic touch points with stakeholders,

designers, engineers, customer service, IT.

3. Iterate!

What will V2, V3 of your personas look like?

The Challenge

Keep our personas relevant, informed and plugged in.

QUESTIONS & ANSWERS