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PersonasLisa Gualtieri, PhD, ScM, Course Director
Tufts University School of MedicineJuly 19, 2011
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An effective strategy requires…• Who is currently using your site? Who do you
want to be using it? • Use personas to design an engaging user
experience• What is your competition doing that you can
– Learn from– Do better– Do differently
Competitive analysis
Personas
SWOT
Goals
Technology
Content
Design
Evaluation
New web strategy
Existing web strategy
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How to learn about your users
• Surveys: your own, Pew, or others• Focus groups• Individual interviews• Observation • Social media listening• User feedback: email or feedback forms• Personas
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Ways to learn about users Advantages Disadvantages
Your survey
Using surveys
Focus groups
Interviews
Observation
Social media
User feedback
Personas
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Do these work? “New Coke”
• The fabled secret formula for Coca-Cola was changed, adopting a formula preferred in taste tests of nearly 200,000 consumers
• What these tests didn't show, of course, was the bond consumers felt with their Coke, something they didn't want anyone, including The Coca-Cola Company, tampering with
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Personas defined
The value of personas
Persona best practices
Exercise
Agenda
People who visit your website differ
• Coming to your site with different levels of:– Prior knowledge and experience– Skills and disabilities
– Coming from different:– Physical, social, and technological environments
• Coming with different:• Needs, attitudes, and goals
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Definition: Personas are prototypical users who can be referred to during all stages of design and development
• A model of user goals, attitudes, and behaviors • Distilled from observing real people • Presented as a vivid, narrative description • Of a single “person” who represents a customer
segment• Used to guide design
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Personas defined
The value of personas
Persona best practices
Exercise
Agenda
Benefits of personas• Entire team shares a consistent understanding
of target users• Provide a human "face" to focus empathy on
the persons represented by the personas• Evaluate proposed solutions by how well they
meet the needs of the personas• Prioritize features by how personas will be
attracted to them
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Personas can lead to improved user experiences that result in real benefits
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What influences trust
• Influencers– Disposition to trust– Attitude towards the web– Experience with the web– Anxiety towards the web– Innovativeness towards information technology– Web skills and ability
• A strong disposition to trust and increased years of web experience positively influence trust
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What emotions should your website engender?
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Design for emotion to increase appeal and connection
Chart emotions for your app.• What emotions will
resonate with the user in the context of use?
Explain why emotional state is desirable.• Why will these emotions
make your user experience compelling to your personas?
Design app for emotion.• What visual and
interaction features can you design to engender the emotions?
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Only 26% of firms regularly use personas
October 14, 2008 “How To Get The Most From Design Personas” Forrester report
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Obstacles to persona use
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Personas defined
The value of personas
Persona best practices
Exercise
Agenda
Six best practices in persona development (worksheet)
•Segment your users1•Define characteristics2•Create a few personas3•Create scenarios4•Evaluate your personas5•Learn from them6
Best practice No. 1: Segment your users
• List your target user populations– Refine if subgroups have specific needs or
characteristics– Prioritize based on potential impact– Select the 3-4 most important ones
Best practice No. 2: Define characteristics
• List relevant demographics– Example: age, gender, ethnicity
• List the relevant environment– Example: device using and location
• List the relevant context– Example: seeking information or shopping for
new product
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3. Create a few personas
Best practice No. 3: Create a few personas• Base your personas on knowledge of real users• Select a target user population from your
prioritized list• Develop characteristics representing
demographics, environment, and context• Give your persona a name and picture• Create a quote• Check that characteristics are distributed
reasonably
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4. Create scenarios
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5. Evaluate your personas
• Do these seem accurate?• Do these seem realistic?• Do these seem comprehensive?• What else do you need to know?
Well-developed personas influence
design• Bring users to life• Are memorable because of engaging narratives• Call out information that added to the
understanding of the persona• Are easy to read and consume• Use high-quality production as appropriate• Incorporate key insights to support design
decisions
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Personas should play a role throughout the entire design
process
October 14, 2008 “How To Get The Most From Design Personas” Forrester report
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Companies progress through five levels of maturity when using personas
October 14, 2008 “How To Get The Most From Design Personas” Forrester report
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Persona benefits justify the cost
August 2010 “The ROI Of Personas” Forrester report
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Persona for Dell
Name, face, job, home
Sounds like a real person
Source: Critical Mass
Persona for MGH - Clare Berman
• Was– General public/patients, providers of medical care and
insurance, companies• Desired
– Patients with chronic disease and/or stress who seek information about complimentary and alternative medicine (CAM) on their own
– People who are interested in CAM and seek information on their own
– People referred by their medical providers– People referred by their insurance providers– People whose companies offer employees a way to relieve stress
Target audience refined and prioritized
Meet Paul• Paul is a 35 year-old Caucasian male living in Newton, MA, a suburb of
Boston. He is married with no children. He works as a Financial Planner in Boston and commutes for an hour each day using public transportation. Paul feels that his health is pretty good overall, but he has had a few anxiety attacks recently due to the high level of stress in his job. He has a family history of heart attacks, so he is worried about these recent anxiety attacks and how his level of stress may be putting him at higher risk for having a heart attack himself.
• Paul has an iPhone, which he uses it often on his commute to work, and a laptop for work and home. He is online a lot!
• Recently, he has been looking for ways to relieve his stress, particularly because his wife is urging him to find ways to relax. He is a little dubious about CAM, but his wife is insistent so he is willing to give it a try.
Which are Paul’s characteristics?
• List relevant demographics– Example: age, gender, ethnicity
• List the relevant environment– Example: device using and location
• List the relevant context– Example: seeking information or shopping for new
product
The Scenario: A Day in Paul’s Life…
• Paul wakes up at 5:30 a.m. and goes for a 30-minute run, then comes home and showers. He eats a quick breakfast with his wife (cereal and coffee), and they both leave for work. He starts to feel anxious as soon as he gets onto the bus and starts thinking about his job. On the way in to work, he checks the news on his iPhone, visiting a few websites and then streaming the morning news from NPR.
The Morning
A Day in Paul’s Life…
• Paul spends 10 hours at work with barely any time to take a break even for lunch. On the way home from work, he is sitting on the bus and starts feeling overwhelmed with the stress of his day. His breathing becomes rapid and he feels like he can’t get enough air. It passes after about ten minutes, but it is not the first anxiety attack he’s had in the last few months. He decides he needs to do something about this – he doesn’t want to end up having a heart attack at a young age like his father and grandfather did.
The Day and Commute Home
A Day in Paul’s Life…
• When Paul gets home at around 7 p.m., he finds his wife at the kitchen table, reading a letter from his insurance company, an advertisement encouraging insured patients to access the BHIMBM website and services to relieve stress. She urges him to check out the website to see if any of the information there might help him. He’s a bit reluctant to try out CAM, but is also feeling like it could possibly help reduce his stress, and thus, his risk for heart attack.
At Home
A Day in Paul’s Life…
• Still slightly dubious, he goes to the site and immediately notices a link, Feeling anxious?, which takes him to information about how mind-body techniques can help reduce his stress. He downloads a few instructional videos onto his iPhone and plans to watch them the next day on his way into work. When he watches them the next morning, making sure no one else can see on the bus because he is a little uncomfortable, he decides it’s something he can try. Although he is not yet sure of the response efficacy, he figures it will make his wife happy and may just work. And right then he starts a few suggested exercises, again, making sure no one is watching.
Finally at the Website
What did we learn about the needs of 1 persona?
Will this help Paul?
Will this?
Or this?
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Personas defined
The value of personas
Persona best practices
Exercise
Agenda
Best practice No. 1: Segment your users • Let’s do together, then teams for rest• List your target user populations
– Refine if subgroups have specific needs or characteristics
– Prioritize based on potential impact– Select the 3-4 most important ones
• Persona development worksheet
Six best practices in persona development
•Segment your users1•Define characteristics2•Create a few personas3•Create scenarios4•Evaluate your personas5•Learn from them6