What arepersonas 02_28_2015

JENN COONCE EXPERIENCE DESIGN

What are personas?

CONTACT

Jenn Coonce

Email: [email protected]

Phone: 917-859-4921

www.jenncoonce.com


Personas…

3JENN COONCE EXPERIENCE DESIGN www.jenncoonce.com

Tell the stories of the different types of users you need to design for


Use real-world data gathered from customers to identify characteristics

that pertain to specific site features and functions

• 36 years old, mother of 4

• Part-time therapist

• Lives in Houston, Texas

• Eats out daily for

breakfast and lunch

• Eats Starbucks oatmeal

• Looks up restaurants on

her phone, in her car, and

spends little time looking.

• Special occasions with

her husband

• 28 years old, engaged

• Yoga teacher & therapist

• Lives in Boston, MA

• Eats out a couple of times

during the week and one

weekend night with her

boyfriend or friends

• Often purchases

Groupons for restaurants

• Technology Executive

• Married with kids

• Travels often internationally

• Often organizes networking

dinners in his industry

• Orders takeout often

• First looks to friends for

recommendations

• For a specific restaurant, he

looks up Yelp and other

reviews.

Imagine you’re building a restaurant finder:


Point to information and features that users will be looking for


Are not market segments, and focus on behaviors and needs rather than

preferences and trends

52%

96%

84%

89%

% who bought

online

20%26% 27%

37%

43% 43%

23%

17%21%

Reluctant

Recognition

Seekers

Efficient

Online

Orderers

Earnest

Romantics

Teleflora

spend

14%

Consumers

9%

Total floral

category spend

Floral

Fanatics

20%10%

38%

15%

26%

% who bought

from Company X

81%

OVERALL

24%

OVERALL


Are not real people, “dream users,” ourselves, or characters with

irrelevant biographical data


Involve the extended working team in the process


How do we use

personas?


Benefits of personas


How to use personas in design

Design to customer goals

Develop the best solution to

meet the needs of the

customers you’re targeting.

Personas

as a part of

process

Find out what customers need

Gather information to find out

how customer needs align to

business goals.

Assess success of

designs

Test designs and concepts

with customers to evaluate

their success

Adjust strategy as

you learn

Continually adjust strategy

and understanding of

personas based on what

you learn over time.


How do we create

meaningful

personas?


Persona Creation

1 Interview participants representing a cross-section customers

• Goals

• Expectations

• Attitudes

• Behaviors


Persona Creation

2 Compare participants and identify the important ways in which participants differ


Persona Creation

3 Identify clusters of types of personas


Persona Creation

4 Elaborate detailed characteristics that are actually useful to a design team


Persona Creation

4 Identify a task flow for each persona


Sample Persona


Sample Persona


Sample Persona


Sample Experience Map


Sample Experience Flow


Thank you