BUILD THE RIGHT PRODUCT BY UNDERSTANDING THE USER

Rizki MarditaUI/UX Designer & User Researcher

OUTLINE

Why we need Personas?

What are Personas?

Type of Personas

Where to I get the data?

How many Personas?

Anatomy of a Persona

Questions to ask during Persona development

How can we build better product?

QUESTION

By better understanding your specific types of users (Persona).

ANSWER

A persona is a representation of a user, typically based off user research and incorporating user goals, needs, and interests.

-- Cooper --

WHAT ARE PERSONAS?

TYPES OF PERSONAS

Focus on demographic information, buying

motivations and concerns, shopping or buying

preferences, marketing message, media habits and

such.

MARKETING PERSONAS

TYPES OF PERSONAS

Are used when there is no money or time to create

true research—based personas – they are based on

secondary research and the team’s educated guess

of who they should be designing for.

PROTOPERSONAS

TYPES OF PERSONAS

Focus on user goals, current behavior, and pain

points as opposed to their buying or media

preferences and behaviors. They are based on field

research and real people.

DESIGNPERSONAS

Surveys

Easy & inexpensive

Knowledge of question writing techniques is strongly recommended to avoid

biases.

Focus Groups

Allows collection of the ideas of a group of related users simultaneously

Must be careful of group think and vocal leaders.

Contextual Interviews

Can be costly

Interviewing in context of the users job. Kind of like shadowing

Site Metrics and Usage data

Data about visitor habits can help define the outliers and unique traits

Provides a baseline

WHERE TO I GET THE DATA?

Too many means your product is not focused anough, and you may have overcomplicating user goals.

The general rule of thumb is 3-5 per project

The personas should cover the 3-5 major user types the product is

supporting

HOW MANY PERSONAS?

Photos : Use representative photos that put a human face against the

persona and also tell reader something about the person behind the persona

Pensona names : A name humanizes the persona.

User quotes : A quote from somebody you met during research can bring

the persona to life and give a quick overview of that persona's state of mind

when trying to complete her goals.

Key goals : If you know what people want do on your product, you can

ensure you have everything in place to make sure they can do it.

Behaviors : Knowing what motivates people and how they are likely to be

feeling helps you create persuasive designs that will influence choices and

help reduce any worries they may have.

Must dos : A must do is a simple description of what you need to do to

support your users key tasks and behaviours.

Must nevers : A must never is the same as a must do except it focuses on

what you must avoid at all costs. Avoiding any of the points in your must

never section will help prevent desingning a system that will make your

useras feel lost or confused.

ANATOMY OF A PERSONA

What you need to include in your persona?

What is the purpose of the site?

What are the goals of the site?

Define the Purpose/Vision for the Product

The following questions and areas of discussion will help you construct a snapshot of the visitors to your product.

What specifically is it they’re trying to achieve?

What do they need to know?

What is their ultimate goal?

Key goals

What are their motivations for using the pruduct?

What are they likely to be feeling when they use your product?

What influences their choices?

What puts them off or makes them lose trust?

Behaviors

QUESTIONS TO ASK DURING PERSONA DEVELOPMENT

Product vision : Users can apply for a job with a good cv

PERSONAS

KEY GOALS

Create CV quickly

Could be seen by companies who need candidates

Can apply using a good cv

Can directly export to PDF and send it to the company's target

BEHAVIORS

I Need CV to apply for jobs

When I fill form data, so many steps that is very confusing

I like this, there are many template options

WE MUST

Improve User Experience when filling out the form

Providing a job to be able to directly apply for a job

Displays the job description on the CV

Create Mobile apps

Make Landing Page more attractive which explains deeper

cuuveed

WE MUST NEVER

Never add features that are less useful

Message very disturbing

SEBASTIAN GIOVINCY

AGE

OCCUPATION

STATUS

LOCATION

YEAR EXPERIENCE

28

UI/UX DESIGNER

MARRIED

JAKARTA

3 YEARS

"I just want to make CV quickly"

THANK YOU