Why are you hear?
Persona Grata
Developing a portfolio of event personas can help experience designers foster and engage tribes, design more customized elements, and better focus their marketing efforts. Join Greg Bogue Vice President and Experience Architect at Maritz Travel, for this “field trip” to the beautiful Lyndon Baines Johnson Library and Museum for a hands-on, in-depth persona development workshop you’ll never forget.
• Objectives:– Understand the difference between archetypes, demographics, segments and personas
– Through on site observation identify a set of personas based on attitudes, behaviors and motivations
– Apply the power of personas in event and/or program design
– Apply learnings and create a set of personas based on your program or event
– Use empathy mapping to uncover hidden design opportunities
Local
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Mass-Customized
MarketsMarket
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Source: Stanley M. Davis, Future Perfect
Market Development
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© 2002 Strategic Horizons LLP
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Market Development
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© 2012 Strategic Horizons LLP
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Personas
Market Development
Quick Values Study…
Most important to me, personally, is…
(Select the single statement that is most important to you)
[a] ___ Self-direction, choice, creating, exploring
[b] ___ Stimulation, excitement, novelty, challenge
[c] ___ Pleasure, self-gratification, relaxation
[d] ___ Personal success, achievement
[e] ___ Social status, prestige, power
[f] ___ Safety, security, harmony, stability
[g] ___ Restraint, following rules/norms, causing no harm or upset
[h] ___ Respecting/following traditions, customs, beliefs
[i] ___ Caring for others near me, benevolence
[j] ___ Caring about the greater good (society, nature, etc.), universalism
Define Archetypes
the original pattern or model of which all
things of the same type are representations
or copies
Define Persona
A collection of guests (not segments or
demographics) that share the same
attitudes, behaviors and motivations usually
identified through observation, tacit
knowledge and/or interviews.
Field Research – 45 Minutes
• Observation…
– Go out into the library/museum
• Floors 3, 4 & 10
– Observe others consuming the content
– Watch each other consuming the content
– Be mindful of yourself and consume the content
• Interview
• Tacit Knowledge
Field Research Tools
• Direct Observation
– Set the scene
– Observe the physical space
– Take note of your five senses
– Observe the people
– Observe group interaction
– Observe non-verbal behaviors
The Logical Smart One
The Lovable Loser
The Neurotic
The Dumb One
The Bitch / Bastard
The Womanizer / Manizer
The Materialistic Ones
In Their Own Universe
Animosity Generator
Suffering Artist
Curmudgeon
Devil’s Advocate
Geek
Jerk
Lifer
Slacker
Transient
Veteran
Weirdo
Whiner
Team Task – 35 minutes
• 10 Minutes or so…
• Create 20 museum
persona names
Name Name Name Name Name
Name Name Name Name Name
Name Name Name Name Name
Name Name Name Name Name
Team Task – 35 minutes
• 10 Minutes or so…
• Pick your best five (5) and
write descriptions
Name Description
Name Description
Name Description
Name Description
Name Description
Team Task – 35 Minutes
• 10 Minutes or so …
• Identify the phases of the LBJ Library and Museum
guest’s journey
• More granular than:
– Pre
– During
– Post
Team Task – 35 minutes
• 10 Minutes or so ...
• Pick one (1) of your best
five and complete an
empathy map
• Be prepared to share your
best five personas
• Share the description of
the one you chose to
empathy map
Applying Personas to your Events
• Penn Mutual
– Selected three personas
– Created two design teams
– Based on personas – redesigned the Awards Night
– A cross-section of event stakeholders voted on ideas
– New ideas were applied to the event
Resources
• “The Experience Economy” Pine & Gilmore
• “The Eight Characters of Comedy” Scott Sedita
• “Pretending You Care” Norm Feuti
• “Designing for Growth” Jeanne Liedtka & Tim Ogivlie
• “Designing for Growth Field Book” Jeanne Liedtka, Tim Ogivlie
& Rachel Brozenske
• “Archetypes in Branding” Margaret Hartwell & Joshua C. Chen
• Empathy Map Xplane.com
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