P E R S O N A R E S E A R C H
TO D I S C OV E RW E B S I T E N E E D S
Persona research is about defining the personality
and needs of your users.
It is then interpreted by Information Architects.
Information Architecture: The Socialist Party for the Web
What the Hell is Information Architecture?
• Building a complete system
• Understanding the big picture
• Developing an engaging system
• Fluid and elegant to use
• Focused on the needs of its intended audience
Information Architects define the User Experience.
Defining the user experience:
• Develop a persona to best understand the audience
• Match audience goals with service offering, features and functionality
• Map structure of content to follow the user’s needs
• Develop Interface to support audience goals
The Information Architecture Process
• alphabetical
• chronological
• geographical
• task oriented
• audience specific
• metaphor
Data Pattern Mapping
IA organizes the patterns of data by six types:
Persona Research for Task Flow
Assignment: Create an online experience for the process of acquiring digital rights to music for commercial use.
Devin The SeekerAge: 36 Education: Bachelors in Liberal ArtsOccupation: Editorial Director
Employer: American GreetingsLocation: Cleveland
Motivation: Thoroughness
Product Use: Signing Greeting Cards
Sites Used: iTunes, Google, Amazon
Price Conscious
Rights Knowledge
GreenLight Usage
Savviness
Expediency
Use Cases:•Price a song that was selected by the Art Department to be used in an audio-greeting card.
•Have a backup song selected in case the rights for the first choice fall through.
“If I can only get this process down to just one click rather than jumping
through fifty hoops.”
Larah The DrifterAge: 24 Education: in CollegeOccupation: Assistant
Employer: Chase ManhattanLocation: New York
Motivation: Please the Boss
Product Use: Presentation Soundtrack
Sites Used: Blogs, iTunes, Amazon.com, Pandora
Price Conscious
Rights Knowledge
GreenLight Usage
Savviness
Expediency
Use Cases:•Need suggestions for an intro and outro track to use for a company presentation that will be posted on YouTube.
•Larah needs to understand the process and costs for clearing the rights, and then run it by her boss.
“This better not make any headaches for me trying to go
the legit route.”
Answer: Make it Quick.
The steps required needed to be minimized as much as possible, even over additional functionality that does not map with expediency in the flow.
Persona Research for Social Psychology
Assignment: Introduce a Spanish brand’s low-cost online bank into the German market.
“Money is a creature of the law. A theory of money must therefore deal with legal history.”
- George Knapp German Economist
Germans have been negatively influenced by their history of autocratic rule and hyperinflation.
The result in banking has been large, institutional corporate banks and credit union retail banks.
Imagery used on German banks reflect this by over-emphasizing themselves as established.
Answer: Don’t look like a bank.
Success will rely on attracting a different audience, born after 1985, without the stigmas and can relate to an online look instead.
Persona Research for User Needs
Persona Research for User Needs
Assignment: Create an online reference tool for employees to learn strategies for investing in their 401k accounts.
Non-Investor Investor
“I want my money now” “I want to retire comfortably”
“I won’t have enough for now” “I won’t have enough for the future”
“What are the benefits and drawbacks?”
“Have I covered all of my bases?”
“Why should I trust you with my money?” “Will you meet my needs?”
“I can take care of myself ” “I want to be well taken care of ”
Finding Patterns in Data
Non-Investor Investor
“I want my money now” “I want to retire comfortably”
“I won’t have enough for now” “I won’t have enough for the future”
“What are the benefits and drawbacks?”
“Have I covered all of my bases?”
“Why should I trust you with my money?” “Will you meet my needs?”
“I can take care of myself ” “I want to be well taken care of ”
Ambitious
Uninformed
Fearful
Skeptical
Optimistic
Finding Patterns in Data
Answer: Organize data in a way they can relate to it.
The profiles selected from the top reflect one of the five common personality types of skeptical, optimistic, ambitious, etc.
Persona Research to Define Motivation
Assignment: Increase usage for a user-to-user betting website.
Old Target Audience:The Lad
• Looking for a little extra cash
• Will only bet if they are feel they know the outcome
• Will only bet on occasion
• Prefer to bet with friends
New Target Audience:The Professional
• Make a majority of their living from betting
• Think they can control the future by what they bet on
• Make several bets a day
• Prefers to bet with strangers
Answer: Give them control.
An interface that feeds to the Professional’s desire to “control their future” by providing controls of statistical analysis.
Persona Research to Define Audiences
Assignment: Update a leading healthcare site to be easier to use and branded in a way to be fresher and uplifting.
Information about health news
Information about my benefits/health plan
Information about which drugs are covered by CareOregon
Ability to submit forms online
Blogs on health and healthy industry topics
Live chat/instant messaging with CareOregon staff
Feature stories about CareOregon members
Information about community events and programs
Stories about CareOregon providers
Access to support networks for chronic conditions
Ability to exchange information with other site visitors
Information about CareOregon health plans
Tips on staying healthy
Educational videos and presentations
Discussion boards
Other
0 14 28 42 56 70
Which of the following features would you be likely to
By surveys and focus groups, we were able to ascertain the main motivations, needs and methods the various audiences use the website.
In the last 30 days, how often did you access the Internet?How often do you use the internet to find health-related information?
MEMBERS
home
work
cell phone
library
other
no access
MEMBERS
Being a Medicaid and Medicare provider, most members for example, do not have jobs and are accessing the internet from home or only on occasion from alternative sources.
A rich diversity of users was discovered with distinct audience needs.
Answer: Reflect the audience.
The navigation and design was made to represent each user type for them to easily identify with the CareOregon and their needs.
CAREOREGON
About Us
Health & Wellness
Our Health Plans
For Members
For Providers
Contact Us
Transforming Healthcare
Answer: Reflect the audience.
The navigation and design was made to represent each user type for them to easily identify with the CareOregon and their needs.
Our background has provided us a unique perspective on meeting brand with user experience, from startups to Fortune 500 companies.
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