The Era of BYOP: Persona Development in the Digital Age
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A look at the reasons for developing personas, the problems with the older models which predated the digital era, and the current technologies, theories, and enterprise trends which are impacting modern, digital persona development.
Transcript of The Era of BYOP: Persona Development in the Digital Age
Questions and Contents
Why use personas?What makes the modern
persona for digital use different?What’s the impact of big data,
social, and mobile on persona development?
What are the best practices these days?
How many of you have been handed a persona and told to design with that persona in mind?
How many of you agreed with the attributes assigned to that persona?
How many of you haven’t found those personas to be really useful? Or used them at all?
How many of you were involved in the process of creating that persona you were handed?
Prior Model of Persona Development
What’s Digital Got to Do With It?
“Digital users bring a unique digital profile and set of behaviors to every situation.
This new digital world … requires a fundamentally different way of thinking about customers.
It used to be that people exhibited predictable behaviors in their public and private lives based on their socio-demographics, allowing us to use classic segmentation for targeted interactions. Those models are failing now.”
February 2014, Wiredhttp://www.wired.com/2014/02/enter-byop-mobile-social-creating-new-user-prsonas/
Persona Profiling Pitfalls
1. “Companies rarely create a segment — more often they uncover one.”
2. “Segmentation and demographics are very different things.”
3. “You have to ask yourself why you want to segment and what decisions you’ll make based on the information.”
HBR: http://blogs.hbr.org/2014/07/what-you-need-to-know-about-segmentation/
Customer Journey
It’s About Asking the Right Questions“If I had an hour to solve a problem and my life depended on the solution, I’d spend the first 55 minutes determining the proper question to ask, for once I knew the proper question, I could solve the problem in less than five minutes.”
A More Beautiful Question, by Warren Berger
“In searching for common denominators among brilliant change-makers, I kept finding that many of them were exceptionally good at asking questions.”
“For some of them, their greatest success could be traced to a question (or a series of questions) they’d formulated and then answered.”
-Warren Berger, A More Beautiful
Question
The Era of Big Data
Prior personas were the proto-predictive analytics Big data and modern personas inform each other 100% Personas make data actionable Personas also imply a user journey
Digital body language
The Era of BYOD
The Era of ZMOT
“Whether we're shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. At Google, we call this online decision-making moment the Zero Moment of Truth — or simply ZMOT. “
The Era of ZMOT
The Era of BYOP
“What distinguishes different user segments is their savvy in knowing how to use these tools and their comfort levels with data disclosure and privacy in various scenarios.”
“New digital personas can be characterized along two important dimensions: digital capability and trust.”
February 2014, Wiredhttp://www.wired.com/2014/02/enter-byop-mobile-social-creating-new-user-prsonas/
BYOP ModelTrust vs. Digital Capability6 digital user segments capture the new interaction models you should expect to see
Modern Model of Development + Verification
Who Should Be Involved?
How many different organizations within your company have a hand in something that eventually touches a customer?
Include one representative from all that do.
Biz Dev
R&D
Exec
Social
Ad/PR
Mktg
Finance
Sales
WebCust Svc
How to Make Them Real?
Create 3-4 journeys per persona Create pocket cards Create life-size cut outs and keep in
meeting rooms Hire actors for a day
In Summary
Personas are more relevant than ever Asking the right questions is the first step User/customer behavior in the digital age is
different, so personas must be developed and designed differently
Questions
APPENDIX
So What Are Those Questions?
What are their key business pains?/consumer challenges? What is their motivation to buy? Are they a digital native, or are they digitally challenged? Who’s involved in their “zero moment of truth?” Who influences
their buying decisions? Where do they look for trusted information online? Where are they in their buyer journey? What decision-making authority do they have? How much information are they willing to give me? How concerned are they about their privacy being exploited?
