Building Contextual Personas through Scenario Planning (D4D Boston 2016)
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Transcript of Building Contextual Personas through Scenario Planning (D4D Boston 2016)
Design4Drupal Boston | July 22-24, 2016
• User Experience Specialist, Analy9cal Engine Interac9ve, Inc. (Toronto, ON, Canada)
About Me
@jemrosario #D4DBoston
SLIDES HERE:
http://bit.ly/1VtUQHJ
Design4Drupal Boston | July 22-24, 2016
From Freepik (http://www.freepik.com/free-vector/variety-of-human-avatars_766615.htm)
user research
Ellen• 45yearsold• Motheroftwo• Proudtechadopter• Paysforhercoffee
exclusivelyfromhermobiledevice
Design4Drupal Boston | July 22-24, 2016
• Personas became
“laughable caricatures packed full of stereotypical details based on nothing more than marke9ng data” - Jaime Levy, UX Strategy (2015)
But something happened along the way…
Design4Drupal Boston | July 22-24, 2016
P R O B L E MTraditional personas
lack the product context needed to
build digital products that users want and generate business.
How do we solve this?
Design4Drupal Boston | July 22-24, 2016
“Context” • When we talk about ‘contextual’ in contextual personas,
we’re referring to to the condi9ons that give rise to a product idea:
ProblemSpace
Compe00veLandscape
Problem/Solu0onFit
Design4Drupal Boston | July 22-24, 2016
“Context”
• GOAL: Understand the “job-to-be-done” (Clayton Christensen, The Innovator’s Solu=on, 2003)
– Pain Point: Situa9ons where customers want some problem solved
– The Thing They’ll Hire: …and they’re looking to hire something that fixes that problem
ProblemSpace
Compe00veLandscape
Problem/Solu0onFit
Design4Drupal Boston | July 22-24, 2016
Scenario Planning A strategic foresight method that lets you take an educated peek at some futures your product or service might play out.
DISCLAIMER: The scenario planning process outlined in this presentation is adapted from Henri Lipmanowicz and Keith McCandless’ Liberating Structures (specifically LS # 30: “Critical Uncertainties”).
So how do you tease out that job-to-be-done?
Design4Drupal Boston | July 22-24, 2016
Scenario Planning, broadly…
Source:
IDENTIFYING TRENDS
Problem space User Research
Customer Development
BUILDING SCENARIOS
Scenario Matrix
IMPLICATIONS FOR STRATEGY
Consider scenarios’ implications for strategy
Design4Drupal Boston | July 22-24, 2016
Try It!
How do we iden9fy the safest bike routes in the city way before we ride?
Design4Drupal Boston | July 22-24, 2016
• Big-9cket + Uncertain factors surrounding your users.
Find your Critical Uncertainties
What is the most hard-hitting/crucial factor about
your users that could affect the
product/service’s creation?
What is the most uncertain/
volatile factor surrounding your
users?
Design4Drupal Boston | July 22-24, 2016
• How do we find that?
– User research (user interviews, primary and secondary research, analy9cs research, surveys, ethnography, contextual inquiry, etc.)
– Synthesize the raw data to iden9fy trends • Affinity mapping
• Iden9fy recurring themes (put a heading on them).
• The Five Whys (a.k.a. root cause analysis)
Find your Critical Uncertainties
Design4Drupal Boston | July 22-24, 2016
• Iden9fy the cri9cal and the uncertain.
Find your Critical Uncertainties
CRITICAL: Planning tendency
(i.e. the need to plan a ride out way in
advance)
UNCERTAIN: Road
confidence
Design4Drupal Boston | July 22-24, 2016
EXTREME PLANNER
NON-PLANNER
NERVOUS RIDER
CONFIDENT RIDER
CRITICAL: Planning tendency (e.g. the need to
plan a ride out way in advance)
UNCERTAIN: Road
confidence
Mr/MsProac0ve
TheTeamCaptain
TheNervousNovice
TheDare-devil
Design4Drupal Boston | July 22-24, 2016
EXTREME PLANNER
NON-PLANNER
NERVOUS RIDER
CONFIDENT RIDER
Mr/MsProac0ve
TheTeamCaptain
TheNervousNovice
TheDare-devil
RESULT:
User types
• Personas• UserStory
Mapping• Customer
JourneyMaps,etc.
Nice process, but…
Aren’t traditional personas enough?
ANSWER: Half and half. Tradi9onal personas are great with user behaviours, but they always don’t tell you why these behaviours maber to you and your business (at least explicitly). It ocen struggles to make the connec9on
with business strategy, which is key to achieving research/strategy buy-in!
(Spare me from this scenario mumbo-jumbo, really…)
Design4Drupal Boston | July 22-24, 2016
Product Development Today = High Stakes Game
Photo from: http://www.democraticunderground.com/1018549119
Problem-Solu6on Fit (Pain Points +
Job to be Done)
Business Strategy (through
Value Innova9on)
If our goal is to build digital products that our users and stakeholders will love,
we’ve got to make Problem-Solution Fit and Business Strategy sing in unison.
How do you do that? STRATEGIC PLANNING.
Design4Drupal Boston | July 22-24, 2016
The Research and Strategy Chasm • REALITY:
There is a chasm between good, quality research and corporate/organiza9onal strategy.
Design4Drupal Boston | July 22-24, 2016
The Research and Strategy Chasm • REALITY:
There is a chasm between good, quality research and corporate/organiza9onal strategy.
Howdowecrossthechasm?
Design4Drupal Boston | July 22-24, 2016
FourLessonsIHaveLearned:Connec0ngResearchtoStrategy(a.k.a. the leapfrog…)
Design4Drupal Boston | July 22-24, 2016
-1- Always do a reality check about
your product and mission whenever you can. Ask yourself, “What’s the problem we’re really
solving and the job-to-be done?” every time you’re carried away.
Design4Drupal Boston | July 22-24, 2016
• Contextual Personas = Behavioral Insights + Product Context.
• Glimpses poten9al usage scenarios given user goals, mo9va9ons, and product/business context.
• Driven by user research, this 9me with a view towards the cri9cal and the uncertain.
• Covers much more ground cri9cal to achieving problem-solu9on fit (and product-market fit, eventually).
• Funnels nicely into agile user stories, user story mapping, customer journey maps, etc.
In Conclusion
Design4Drupal Boston | July 22-24, 2016
• Successful product crea9on is a masterful dance between the business and us (designers and developers) where to goal is to create digital products that users love.
• When in doubt, come back to the customer.
• Pin research to strategy.
• “Sell outcomes, not (just) products”
Remember…
Ash Ketchum chooses a Pokémon from Professor Oak’s lab.