PERSONASWhere product meets consumer needs

Tim EvansExperience Designer

Before we start 2

Everything is designed, few things are designed well.

-Brian reed

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Check out Doctor as Designer on medium

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One-hundred doctors were recruited to test the device. Only two doctors (2%) demonstrated all 6 administration steps correctly. 95% of doctors had to read the instructions.

In 37% of cases, the demonstration would not have delivered adrenaline to a patient.

The most frequent errors were: (57%) not holding the pen in place for >5 seconds (21%) failure to apply pressure to activate (16%) self-injection into the thumb.

Mehr S, Robinson M, Tang M. Doctor: how do I use my EpiPen? Pediatr Allergy Immunol. 2007;18:448–452

How hard can it be?

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The Edwards brothers said the device was special because it was designed by people who were intimately familiar with patients’ needs.

“This was something that I knew I was going to carry with me every single day.”

Designing with empathy

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“We put ourselves in the customer’s shoes and say, what do we want?”

WHAT ARE PERSONAS?

PERSONAS

What are Personas?

A persona is a “hypothetical archetype” or character who represents a group of users. It’s used to understand their goals, behaviours, attitudes and context in which they operate.

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What are Personas?

Personas come in a variety of forms

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Foxtel iQ3 : Discover phase findings May 2013 | Commercial in Confidence 212 Massive Interactive Pty Ltd. 5

Viewing

By myself With others

Open to new experiences

Timid Adventurous

Information Seeking

Sit back Hunt it out

Organisation

Too much work Will spend time

Learning

By accident Play until get it

Technology I own

The basics All the latest

Tech Ability

Luddite Wired

Social Networks

Not for me Awesome

Wealth

Struggling Affluent

Challenges

Is often distracted, concentration is low, wont read or seek out information

Is capable and will play around until she figures it out if the perceived value is high enough.

Stumbles on new content through friends and ads.

Discovering & Learning

Decision Making

Technology

Will wait, not in a rush for the newest technology as it out-dates quickly.

Waits for contracts to run out before upgrading

Uses skype to talk to her parents.

I record too much I’ll often record so much that I don’t have time to watch it all, I think when am I going to catch up on all of this.

I’m not sure when my episodes are on. Sometimes I miss the start of my favourite shows as I don’t know when they are on. I’ll be chatting with a girlfriend and they start talking about the new episodes and I’m thinking how did I miss this.

It’s all about the kids at the moment!I’m busy looking after the kids. I don’t want to spend a lot of time and effort finding something to watch. I’ll record a show, to watch later when the kids are in bed, that way I can skip the ads .

It’s cheaper at the DVD store When my husbands home we will go to the DVD store and rent a film as its $2 rather than pay $6 with Foxtel. We had the movie channel and let it go as it was too expensive and not enough choice.

Kellie: Help me make the right choice

“Sometimes I’ll record a show and forget to press +20 and it doesn’t record the end, it’s another thing to remember”

Doesn’t have time to think about what to watch.

Recording shows that won’t get watched.

Missing the start of new season episodes.

Resistance to paying more

Has to think carefully about her spending as money is tight, likes a bargain or special offer.

Makes all the day to day household decisions.

Wants to avoid effort will use the EPG for laziness.

Kellie is married to Pete, they have two children Chloe 5 and Josh 3. They are currently renting but are hoping to buy something within the next year as Kellie really likes the area, it has a good school and plenty of parks for the kids. Pete travels away for work so Kellie spends a lot of time at home with just the kids. She likes to have the TV on as background company when Pete is away, it keeps her from feeling lonely.

Kellie has been with Foxtel for 4 years, she expects Foxtel to offer her more choice for her money especially as money is tight at the moment and they have after all spent lots of money with Foxtel.

Age: 28

Occupation: Home maker

Location: Maitland, NSW

Needs:Reduce her channels to what is in her package.

Make free content more obvious.

Reminders notifications - start dates for new seasons.

Being rewarded for loyalty as a long term subscriber.

Favourite Channels Favourite Brands & Apps

What are Personas?

The level of detail and focus of a persona depends on the product or service and our relationship with our team and client.

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13Details

Mailchimp Personas

14Context

15More details

Isobar Persona for Foxtel

16More stats

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Who is this user?What are their goals? How do they behave?What do they think?What are their pain points? What is the context in which they operate?

Personas help inform

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Tell me a story, give me the factsPersonas help you design with empathy

WHEN &HOW TO SELL PERSONAS

PERSONAS

20When to use personas

To make users part of the design process As a focal point to galvanise a teamIf a team is removed from the users When there are multiple user types

I’M GOING TO NEED YOU TO GO AND FORGET ABOUT THE PERSONAS

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Create personas during the research phase to help identify and empathise with users

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During ideation and definition use personas to qualify ideas

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In test and prototype they form a basis for recruitment

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Personas also form the basis for website and service live optimisation / customisation

26But wait there’s more

Use them as a tool to engage clients with human entered design Identify opportunity and areas for innovationProvide focus on core features to ensure speed to marketMeasure effectiveness of current and future solutions

SOME TIPS ON CREATION

PERSONAS

28Common elements (all optional)

NameOccupationQuote Capability slidersStory Pain points Goals Devices

29Talk to the boss

30Talk to the front line staff

31Talk to the marketing team

32Bring them together to talk about the findings

33Create a plan

What do we know? What do we want to find out?Who are we talking to? Where will this take place?How long do we have? What will the outcomes be?

34Adding some more data

quantitative qualitative

35Tell me the facts

quantitativeData from reportable sources with numerical characteristics

36Quantitive data

‣Online Traffic Analytics - GA / Omnivore‣Marketing demographics - Nielsen ‣Australian Bureau of Statistics‣Survey respondents ‣Social media analysis‣Google insights ‣Harvard business review / Gartner

37Agency reports / white papers

38Tell me a story

Data direct from user observations and interaction, usually difficult to measure numerically

qualitative

39Interviews

40Shadowing / Contextual inquiry

41Diary studies

42Focus groups

ANALYSING THE DATA

PERSONAS

44Analysing the data

Combine data sets Group data and look for patterns Define the user segmentsDefine measures to be used Discuss and refine Conduct additional research

45Affinity mapping

Q&A15Personas

LET’S HAVE A CRACK

PERSONAS

48The task - Metro 2020

KEY OBJECTIVES

Who do we think will be there? What behaviours are we going to see?

Quick assumptions at hand

AGENDA

5 minutes 1. List all of the different user groups we

expect to see at the station

DELIVERABLE

N/A

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RESOURCES

‣ Sticky notes

‣ Sharpies

This would be done with the business before research begins

50The task

Guerrilla research to help understand consumers in and around Flinders st station

No interactions with users shadowing / observation only

15-30 minutes

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Who is this user?What are their goals? How do they behave?What do they think?What are their pain points? What is the context in which they operate?

Things to look for

52Examples

Quantity over quality is key for this exercise

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LETS GET BUSY

ANALYSISPERSONAS

KEY OBJECTIVE

Affinity Mapping

Analysis

AGENDA

10 minutes 1. Group any patterns that emerge.

Understand & Discuss as a group

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Affinity map ‣ Sticky notes

‣ Sharpies

INTERVIEWS PERSONAS

KEY OBJECTIVES

Face to face interview

Interviews

AGENDA

10 minutes

DELIVERABLE

Interview notes

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RESOURCES

‣ Sticky notes

‣ Sharpies

1. Find out as much as you can about your

designated user onto the interview sheet

2. Use 5x Why’s exercise

CREATION PERSONAS

KEY OBJECTIVES

Basic Persona Creation

PERSONA CREATION EXERCISE

AGENDA

20 minutes 1. Looking at the templates which one do

we feel is best suited?

2. Generate personas based on data at

hand DELIVERABLE

Persona draft

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RESOURCES

‣ Sticky notes

‣ Sharpies

TESTING THEM OUT

PERSONAS

KEY OBJECTIVES

Testing personas on current

products

PERSONA CREATION EXERCISE

AGENDA

10 minutes 1. Test out the personas on the metro

website, PT app, tram tracker

DELIVERABLE

N/A

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RESOURCES

‣ Apps

‣ Laptop / internet

SOME QUICK TIPS

PERSONAS

63Try to avoid

Bland personas Personas which are too stereotypical No real data No first hand knowledge

Smashing magazine have a couple of good persona guides

64Involve the team and client

65Use real stories

Video is a great format to capture these stories and costs very little

66Make them part of discussion

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Smashing Magazine has some easy to read resources http://www.smashingmagazine.com/2014/08/06/a-closer-look-at-personas-part-1/http://www.smashingmagazine.com/2014/08/13/a-closer-look-at-personas-part-2/

Interaction design foundation has the most exhaustive explanationhttps://www.interaction-design.org/encyclopedia/personas.html

Cooper was a keen proponent for personas as part of goal directed designhttp://www.dubberly.com/articles/alan-cooper-and-the-goal-directed-design-process.html

And his bookhttp://www.itu.dk/people/russel/B%F8ger/Pearson.-.The.Inmates.Are.Running.the.Asylum.pdf

Other resources

68Other resources - random user generator

69Other resources - fake identity generator

Q&A15How to create Personas

EL FIN

15Personas