Building Contextual Personas through Scenario Planning (PCTO 2016)
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Transcript of Building Contextual Personas through Scenario Planning (PCTO 2016)
Jesse Emmanuel Rosario @jemrosario Building Contextual Personas Through Scenario Planning
PodCampToronto 2016 | February 20-21, 2016
• UserExperienceSpecialist,Analy3calEngineInterac3ve,Inc.(Toronto,ON)
About Me
@jemrosario #PCTO16
PodCampToronto 2016 | February 20-21, 2016
FACT:Personasaregreat!
PodCampToronto 2016 | February 20-21, 2016
From Freepik (http://www.freepik.com/free-vector/variety-of-human-avatars_766615.htm)
user research
Ellen• 45yearsold• Motheroftwo• Proudtechadopter• Paysforhercoffee
exclusivelyfromhermobiledevice
PodCampToronto 2016 | February 20-21, 2016
ASamplePersona(courtesyNielsenNormanGroup)
PodCampToronto 2016 | February 20-21, 2016
#PersonaProblems • “Toogoodtobetrue”syndrome:Clients/stakeholdersquibblingaboutthedetails(andveracity)ofthepersona.
• Personasareeithersofake(i.e.basedonassump3onsorzerouserresearch)orspikedwiththewrongdata.
PodCampToronto 2016 | February 20-21, 2016
This is great!
So exciting!
This app will be the app to end all apps!
Acme, Inc. can kiss my
hands!
PodCampToronto 2016 | February 20-21, 2016
Fourweeksandapersonalater…
“That’s my target user?” “Amazing Amy really does this?” “Fastidious Frank sounds like a pain!” “I don’t want Meandering Millie near my cool
app…. she’ll break it!” “Cool story, bro. Still feels fake to me!”
PodCampToronto 2016 | February 20-21, 2016
The typical Canadian
family!
Joe Oliver, PC Former Finance Minister
“'Henry and Cathy,' with 'two active kids' are one of the typical Canadian families featured in the Conservative government's messaging around the 2015 federal budget, also known as the Economic Action Plan. (budget.gc.ca)” – CBC News
PodCampToronto 2016 | February 20-21, 2016
From CBC News (http://www.cbc.ca/news/politics/typical-family-in-federal-budget-not-so-typical-critics-1.3051011)
PodCampToronto 2016 | February 20-21, 2016
"IfyoulookatthetypicalCanadian,thetypicalfamilythataCanadianlivesin,then$120,000—thatputsyouintheupper15percentofCanadianfamilies,"saysMilesCorak,aneconomistattheUniversityofOXawa.
"TheConserva3ves'imaginary'typicalfamily'doesn'treflecttherealityofCanadianfamilies:theymakealmosttwiceasmuchastherealaverageCanadianfamily,"-formerNDPFinanceCri3cNathanCullen.
PodCampToronto 2016 | February 20-21, 2016
“Are you for real? As in really, real ‘REAL’?!?” !a.k.a.theCredibilityQuesGondirectedtowardstradi3onalpersonas
PodCampToronto 2016 | February 20-21, 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?
PodCampToronto 2016 | February 20-21, 2016
SCENARIO PLANNING
A strategic foresighting tool
PodCampToronto 2016 | February 20-21, 2016
STRATEGIC FORESIGHT
“A systematic approach to gathering intelligence about possible futures and building
shared visions, aimed at guiding and enabling present-day
decisions”
- Greg Van AlstyneCo-Founding Director, Strategic Innovation Lab
OCAD University
PodCampToronto 2016 | February 20-21, 2016
CRITICAL UNCERTAINTY
“Drivers of change with high potential impact, which, at the same time are very difficult to
call”
– 2020 Media Futures Report�OCAD University �
Strategic Innovation Lab
PodCampToronto 2016 | February 20-21, 2016
Let’stakescenarioplanningforaspin!(a.k.a. Let’s build your first contextual persona)
PodCampToronto 2016 | February 20-21, 2016
Try it!
!You are a newly hired VP Digital at
Canadian Tire and have been tasked to refresh the company’s digital channels for a
millennial crowd.
PodCampToronto 2016 | February 20-21, 2016
“Millennialscooltoolderbrands”MetroNews(February16,2016)
“Old-stockcompaniesaren’twinningthefavourofthe‘Net<lixandchill’generation,accordingtoanIpsos-InstituteofCommunicationAgenciessurveyofthemostin<luentialbrandsinCanadain2015.[…]MillennialswerealsomuchlesslikelytoholdCanadianTireinhighesteem.Thecompanyfoundedin1922bytheBillesbrothersinTorontowastheseventh-mostin,luentialamongboomers,butadistant51stamongmillennials.”
PodCampToronto 2016 | February 20-21, 2016
• What’sacri3caluncertaintyagain?
Find your Critical Uncertainties
What is the most hard-
hitting/crucial factor facing the
business that could impact their future?
What is the most uncertain/
volatile factor facing the business?
PodCampToronto 2016 | February 20-21, 2016
• What’sacri3caluncertaintyagain(WRTcontextualpersonas)?
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?
PodCampToronto 2016 | February 20-21, 2016
• Howdowedothat?– Userresearch(userinterviews,primaryandsecondaryresearch,analy3csresearch,surveys,ethnography,contextualinquiry,etc.)
– Synthesizetherawdata• Affinitymapping• TheFiveWhys(a.k.a.rootcauseanalysis)
Find your Critical Uncertainties
PodCampToronto 2016 | February 20-21, 2016
Don’t be that guy (or girl)!
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• Iden3fythecriGcalandtheuncertain.
Find your Critical Uncertainties
CRITICAL: Brand perception (e.g. “How is the
Canadian Tire brand perceived among
millennials?”)
UNCERTAIN: Engagement with brands over digital media (i.e. social
media, etc.)
PodCampToronto 2016 | February 20-21, 2016
HIGH REGARD
LOW REGARD
DISENGAGED (e.g. apathetic)
HIGHLY ENGAGED
(e.g. outspoken)
CRITICAL: Brand perception (e.g. “How is the
Canadian Tire brand perceived among
millennials?”
UNCERTAIN: Engagement
with brands over digital media (i.e.
social media, etc.)
TheSilentFan
TheSpokes-person
ThePessi-mist
TheLoudCriGc
PodCampToronto 2016 | February 20-21, 2016
HIGH REGARD
LOW REGARD
DISENGAGED (e.g. apathetic)
HIGHLY ENGAGED
(e.g. outspoken)
TheSilentFan
TheSpokes-person
ThePessi-mist
TheLoudCriGc
RESULT:
User types
• Personas• UserStory
Mapping• Customer
JourneyMaps,etc.
PodCampToronto 2016 | February 20-21, 2016
SomecommonquesGons,concerns,objecGons,etc.(a.k.a. YA RLY…)
PodCampToronto 2016 | February 20-21, 2016
#SameOldLove “How are contextual personas any different from traditional persona development?”!!
• Principalbenefit:Contextualpersonassituateyourproductalongsideyourbusiness’andyourusers’contextbeforedeliveringthefirstlineofcode(orbeyond).– Providehintsonyourusers’possiblerela3onshipwithyourproduct/
service,whichiskeyduringtheDiscoveryphase.– Deliversthebestofbothworlds:
BehaviouralInsight+ProductContext(throughcri3caluncertain3es).
PodCampToronto 2016 | February 20-21, 2016
• CASESTUDY:TheCanadianJewishNewsContextualPersonas
• Answered:– Whoareourusers?– Whatkindofcontent
maXerstothem?– Whattypeofrela3onship
couldtheyhavewiththeproductbeingbuilt.
#SameOldLove
“Footinboth
worlds”
“TheAc3vist”
“TheDowntown
Jew”
“Holis3callyJewish”
Younger,Proac3ve
Older,Reac3ve
LessReligious
HighlyReligious
PodCampToronto 2016 | February 20-21, 2016
Critical vs. Uncertain “ ‘Critical’ and ‘Uncertain’ aren’t so clear cut. !A critical factor may just be as uncertain as the other. How do you solve this?”!!
• Intheory,criGcalanduncertainfactorsmayseemdis3nct.Inreality,they’reomencloseandsorelated.
PodCampToronto 2016 | February 20-21, 2016
• Keep calm and open your mind. • Identify more critical uncertainties,
and then pair them. • It’s okay to miss it. Some pairings
may not make sense; try again. • PRO TIP: Involve your client!
The Design Squiggle (by Daniel Newman)
PodCampToronto 2016 | February 20-21, 2016
#StupidUsers
Whybother?Usersarestupid…Life’stooshorttocatertoadimwit,anyway...
PodCampToronto 2016 | February 20-21, 2016
#StupidUsers
Askyourself,“Whatifyoulaunchyourproductandnobodybuysit?”
–ScoXHurff,
DesigningProductsPeopleLove(O’Reilly,2015)
PodCampToronto 2016 | February 20-21, 2016
#StupidUsers Ego-FirstDevelopment:“Thecoreproblemwithsomany
businessesisthatthey’rebasedonwhatthebusinessownerwants…They’refantasizingaboutbeingthehero:‘I’mgoingtorideinonmywhite‘somware’horse,andsavethesepoorpeople”
–AmyHoy,
“WhyIt’sNotAboutYou”Episode52,ProductPeoplepodcast
PodCampToronto 2016 | February 20-21, 2016
#StupidUsers
“Concoc3ngaproductideaisreallyanactoflistening.Andwithoutknowingwhoyou’reservingandwhattheyneed,buildingproductissimplyanotherformofop3mis3cspecula3on.”
–ScoXHurff,
DesigningProductsPeopleLove(O’Reilly,2015)
PodCampToronto 2016 | February 20-21, 2016
• ContextualPersonas=BehaviouralInsights+ProductContext.
• Glimpsespoten3alusagescenariosgivenusergoals,mo3va3ons,andproductcontext.
• Drivenbyuserresearch,this3mewithaviewtowardsthecri3calandtheuncertain.
• Coversmuchmoregroundcri3caltoachievingproblem-solu3onfit.• Funnelsnicelyintoagileuserstories,userstorymapping,customer
journeymaps,etc.
In Conclusion
PodCampToronto 2016 | February 20-21, 2016
R E M E M B E R
“Life’s too short !to build something nobody wants”. !
Build “what’s worth doing” !so you can deliver digital products
that your users love. !ACKNOWLEDGEMENTS Ash Maurya (author, Running Lean), Joe Natoli (author, Think First), and Scott Hurff (author, Designing Products People Love) for the quotable quotes!
Jesse Emmanuel Rosario @jemrosario Building Contextual Personas Through Scenario Planning
Thankyou!:-)