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Robin Stevens | Experience Lab | [email protected] | Updated May 1, 2013
Users Use Things
Websites
Applications
The Internet
Kiosks
Things. Stuff.
Robin Stevens | Experience Lab | [email protected] | Updated May 1, 2013
Personas represent “typical” users
Robin Stevens | Experience Lab | [email protected] | Updated May 1, 2013
User personas are ...
Built from Assumptions (a starting point)
Built from Data + Best Practices
(valuable)
Built from Observation + Data
(very valuable)
Robin Stevens | Experience Lab | [email protected] | Updated May 1, 2013
Types of Personas
Brand
Marketing
User
Oregon Wine Board: User Personas
Creator Robin Stevens & Morgan Miller, Experience Lab [email protected]
4
Wine Traveler
Anna-Helena Jameson Age: 48
Wine Interests: Production, terroir, history
Lives in: Brooklyn, NY
"I want to know everything about my favorite wines!"
Task flow scenarios - key user paths
▪ Foster tourism to Oregon wineries▪ Create recommendations in social
networks to spread positive experiences and generate press
▪ Make connections between high end, high frequency customers and wineries
▪Gather information about visiting Oregon wine country▪Save trip information▪Guidance on other places to visit given the places chosen▪Tasting and touring information
User Goals Business Goals
Google Search
Homepage
Travel Information
Oregon Wineries
List
Saved Trip
Nearby Listings
Winery Detail Page
Anna-Helena celebrates the end of her work day with a single glass of spectacular wine. Wine has become more than just an interest, it has bloomed into a rewarding passion. Anna-Helena enjoys reading through wine blogs and discussing tasting notes through social media with other wine fans. She and her husband Matt have visited Northern California and Spain in the last few years and in each place took enjoyable forays to wineries.
Anna-Helena has been reading a lot about Portland and Oregon and sustainability in general in the New York Times recently and she's begun to entertain the idea of a visit. She's very interested in sustainable production and has heard that Oregon is pioneering several new and important methods. Additionally, at a recent tasting event with friends she sampled a stellar lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The distributor hosting the event had been glowing with stories about the interesting characters who populate the Oregon wine world. It was during that conversation that it struck her: visiting wineries would be a great way to explore Oregon.
One day-dreamy afternoon, Anna-Helena sat down to gather information for a trip so she could present Matt with some inspiring options. A google search for "Oregon wine travel" returns the Oregon Wine website. A lot looks interesting on the home page, but she is immediately attracted to a featured section on Visiting Wine Country and clicks on a link to "planning your itinerary."
Anna-Helena looks through the list of wineries and comes across Beaux Freres. How fun to visit the place that produced that great Pinot Noir! She clicks the small "add to itinerary link" and then finds a few other interesting wineries and adds them as well. Anna-Helena creates an account, saves her trip, and emails herself the itinerary.
Several days later, Anna-Helena comes back to her Oregon plans. Through the website she finds links to a wealth of information for Oregon trips. She also dips back to her itinerary and sends emails to several wineries that are open by appointment only. After hearing back that the dates she was hoping for are available, she visits a final time to firm up daily itineraries and print a copy to bring on the plane. Oregon, here they come!
~
Online Search Behavior!"#$%&$$'()#*#$'%+#',-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,'1#*%8"/-"%9/2"7%/$-*60#%3*'-#+%7.%1/+/7:%3*'-#+%7.%+7';:%'$0%8/$#+%'$0%5..0+%7.%7,;<%)#,%+#',-"#+%=#2/$%'+%9.,#%2#$#,/-%#>3*.,'4.$+%/$7.%7,'1#*%.34.$+%'$0%7.6,%,#-.99#$0'4.$+%5.,%?,#2.$<
Customer Profile & Use Scenario
Mobile opportunity for engagement when the
traveler arrives.
Add to Itinerary
Save Trip and Create Account
Key Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7'+4$28/$#%+6+7'/$'=/*/7;8/$#%7'+4$2%/$%.,#2.$8/**'9#C#%1'**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%9'3.,#2.$%8/$#%-.6$7,;%9'3(Developed for Sockeye Creative)
What we create at Experience Lab
Robin Stevens | Experience Lab | [email protected] | Updated May 1, 2013
Anna-Helena Jameson Age: 48
Wine Interests: Production, terroir, history
Lives in: Brooklyn, NY
"I want to know everything about my favorite wines!"
Task flow scenarios - key user paths
Google Search
Homepage
Travel Information
Oregon Wineries
List
Saved Trip
Nearby Listings
Winery Detail Page
Mobile opportunity for engagement when the
traveler arrives.
Add to Itinerary
Save Trip and Create Account
▪Gather information about visiting Oregon wine country▪Save trip information▪Guidance on other places to visit given the places chosen▪Tasting and touring information
User Goals
▪ Foster tourism to Oregon wineries▪ Create recommendations in social
networks to spread positive experiences and generate press
▪ Make connections between high end, high frequency customers and wineries
Business Goals
Anna-Helena celebrates the end of her work day with a single glass of spectacular wine. Wine has become more than just an interest, it has bloomed into a rewarding passion. Anna-Helena enjoys reading through wine blogs and discussing tasting notes through social media with other wine fans. She and her husband Matt have visited Northern California and Spain in the last few years and in each place took enjoyable forays to wineries.
Anna-Helena has been reading a lot about Portland and Oregon and sustainability in general in the New York Times recently and she's begun to entertain the idea of a visit. She's very interested in sustainable production and has heard that Oregon is pioneering several new and important methods. Additionally, at a recent tasting event with friends she sampled a stellar lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The distributor hosting the event had been glowing with stories about the interesting characters who populate the Oregon wine world. It was during that conversation that it struck her: visiting wineries would be a great way to explore Oregon.
One day-dreamy afternoon, Anna-Helena sat down to gather information for a trip so she could present Matt with some inspiring options. A google search for "Oregon wine travel" returns the Oregon Wine website. A lot looks interesting on the home page, but she is immediately attracted to a featured section on Visiting Wine Country and clicks on a link to "planning your itinerary."
Anna-Helena looks through the list of wineries and comes across Beaux Freres. How fun to visit the place that produced that great Pinot Noir! She clicks the small "add to itinerary link" and then finds a few other interesting wineries and adds them as well. Anna-Helena creates an account, saves her trip, and emails herself the itinerary.
Several days later, Anna-Helena comes back to her Oregon plans. Through the website she finds links to a wealth of information for Oregon trips. She also dips back to her itinerary and sends emails to several wineries that are open by appointment only. After hearing back that the dates she was hoping for are available, she visits a final time to firm up daily itineraries and print a copy to bring on the plane. Oregon, here they come!
~
Online Search Behavior!"#$%&$$'()#*#$'%+#',-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,'1#*%8"/-"%9/2"7%/$-*60#%3*'-#+%7.%1/+/7:%3*'-#+%7.%+7';:%'$0%8/$#+%'$0%5..0+%7.%7,;<%)#,%+#',-"#+%=#2/$%'+%9.,#%2#$#,/-%#>3*.,'4.$+%/$7.%7,'1#*%.34.$+%'$0%7.6,%,#-.99#$0'4.$+%5.,%?,#2.$<
Customer Profile & Use Scenario
Key Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7'+4$28/$#%+6+7'/$'=/*/7;8/$#%7'+4$2%/$%.,#2.$8/**'9#C#%1'**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%9'3.,#2.$%8/$#%-.6$7,;%9'3
What’s in our user personas?web
^
Robin Stevens | Experience Lab | [email protected] | Updated May 1, 2013
"I want to know everything about my favorite wines!"
Task flow scenarios - key user paths
Google Search
Homepage
Travel Information
Oregon Wineries
List
Saved Trip
Nearby Listings
Winery Detail Page
Mobile opportunity for engagement when the
traveler arrives.
Add to Itinerary
Save Trip and Create Account
▪Gather information about visiting Oregon wine country▪Save trip information▪Guidance on other places to visit given the places chosen▪Tasting and touring information
User Goals
▪ Foster tourism to Oregon wineries▪ Create recommendations in social
networks to spread positive experiences and generate press
▪ Make connections between high end, high frequency customers and wineries
Business Goals
Anna-Helena celebrates the end of her work day with a single glass of spectacular wine. Wine has become more than just an interest, it has bloomed into a rewarding passion. Anna-Helena enjoys reading through wine blogs and discussing tasting notes through social media with other wine fans. She and her husband Matt have visited Northern California and Spain in the last few years and in each place took enjoyable forays to wineries.
Anna-Helena has been reading a lot about Portland and Oregon and sustainability in general in the New York Times recently and she's begun to entertain the idea of a visit. She's very interested in sustainable production and has heard that Oregon is pioneering several new and important methods. Additionally, at a recent tasting event with friends she sampled a stellar lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The distributor hosting the event had been glowing with stories about the interesting characters who populate the Oregon wine world. It was during that conversation that it struck her: visiting wineries would be a great way to explore Oregon.
One day-dreamy afternoon, Anna-Helena sat down to gather information for a trip so she could present Matt with some inspiring options. A google search for "Oregon wine travel" returns the Oregon Wine website. A lot looks interesting on the home page, but she is immediately attracted to a featured section on Visiting Wine Country and clicks on a link to "planning your itinerary."
Anna-Helena looks through the list of wineries and comes across Beaux Freres. How fun to visit the place that produced that great Pinot Noir! She clicks the small "add to itinerary link" and then finds a few other interesting wineries and adds them as well. Anna-Helena creates an account, saves her trip, and emails herself the itinerary.
Several days later, Anna-Helena comes back to her Oregon plans. Through the website she finds links to a wealth of information for Oregon trips. She also dips back to her itinerary and sends emails to several wineries that are open by appointment only. After hearing back that the dates she was hoping for are available, she visits a final time to firm up daily itineraries and print a copy to bring on the plane. Oregon, here they come!
~
Online Search Behavior!"#$%&$$'()#*#$'%+#',-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,'1#*%8"/-"%9/2"7%/$-*60#%3*'-#+%7.%1/+/7:%3*'-#+%7.%+7';:%'$0%8/$#+%'$0%5..0+%7.%7,;<%)#,%+#',-"#+%=#2/$%'+%9.,#%2#$#,/-%#>3*.,'4.$+%/$7.%7,'1#*%.34.$+%'$0%7.6,%,#-.99#$0'4.$+%5.,%?,#2.$<
Customer Profile & Use Scenario
Key Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7'+4$28/$#%+6+7'/$'=/*/7;8/$#%7'+4$2%/$%.,#2.$8/**'9#C#%1'**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%9'3.,#2.$%8/$#%-.6$7,;%9'3
Anna-Helena Jameson Age: 48
Wine Interests: Production, terroir, history
Lives in: Brooklyn, NY
A plausible demographic profile
Robin Stevens | Experience Lab | [email protected] | Updated May 1, 2013
"I want to know everything about my favorite wines!"
Task flow scenarios - key user paths
Google Search
Homepage
Travel Information
Oregon Wineries
List
Saved Trip
Nearby Listings
Winery Detail Page
Mobile opportunity for engagement when the
traveler arrives.
Add to Itinerary
Save Trip and Create Account
Anna-Helena celebrates the end of her work day with a single glass of spectacular wine. Wine has become more than just an interest, it has bloomed into a rewarding passion. Anna-Helena enjoys reading through wine blogs and discussing tasting notes through social media with other wine fans. She and her husband Matt have visited Northern California and Spain in the last few years and in each place took enjoyable forays to wineries.
Anna-Helena has been reading a lot about Portland and Oregon and sustainability in general in the New York Times recently and she's begun to entertain the idea of a visit. She's very interested in sustainable production and has heard that Oregon is pioneering several new and important methods. Additionally, at a recent tasting event with friends she sampled a stellar lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The distributor hosting the event had been glowing with stories about the interesting characters who populate the Oregon wine world. It was during that conversation that it struck her: visiting wineries would be a great way to explore Oregon.
One day-dreamy afternoon, Anna-Helena sat down to gather information for a trip so she could present Matt with some inspiring options. A google search for "Oregon wine travel" returns the Oregon Wine website. A lot looks interesting on the home page, but she is immediately attracted to a featured section on Visiting Wine Country and clicks on a link to "planning your itinerary."
Anna-Helena looks through the list of wineries and comes across Beaux Freres. How fun to visit the place that produced that great Pinot Noir! She clicks the small "add to itinerary link" and then finds a few other interesting wineries and adds them as well. Anna-Helena creates an account, saves her trip, and emails herself the itinerary.
Several days later, Anna-Helena comes back to her Oregon plans. Through the website she finds links to a wealth of information for Oregon trips. She also dips back to her itinerary and sends emails to several wineries that are open by appointment only. After hearing back that the dates she was hoping for are available, she visits a final time to firm up daily itineraries and print a copy to bring on the plane. Oregon, here they come!
~
Online Search Behavior!"#$%&$$'()#*#$'%+#',-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,'1#*%8"/-"%9/2"7%/$-*60#%3*'-#+%7.%1/+/7:%3*'-#+%7.%+7';:%'$0%8/$#+%'$0%5..0+%7.%7,;<%)#,%+#',-"#+%=#2/$%'+%9.,#%2#$#,/-%#>3*.,'4.$+%/$7.%7,'1#*%.34.$+%'$0%7.6,%,#-.99#$0'4.$+%5.,%?,#2.$<
Customer Profile & Use Scenario
Key Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7'+4$28/$#%+6+7'/$'=/*/7;8/$#%7'+4$2%/$%.,#2.$8/**'9#C#%1'**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%9'3.,#2.$%8/$#%-.6$7,;%9'3
Anna-Helena Jameson Age: 48
Wine Interests: Production, terroir, history
Lives in: Brooklyn, NY
▪Gather information about visiting Oregon wine country▪Save trip information▪Guidance on other places to visit given the places chosen▪Tasting and touring information
User Goals
▪ Foster tourism to Oregon wineries▪ Create recommendations in social
networks to spread positive experiences and generate press
▪ Make connections between high end, high frequency customers and wineries
Business Goals
A comparison of user goals and business goals
Robin Stevens | Experience Lab | [email protected] | Updated May 1, 2013
"I want to know everything about my favorite wines!"
Task flow scenarios - key user paths
Google Search
Homepage
Travel Information
Oregon Wineries
List
Saved Trip
Nearby Listings
Winery Detail Page
Mobile opportunity for engagement when the
traveler arrives.
Add to Itinerary
Save Trip and Create Account
Anna-Helena celebrates the end of her work day with a single glass of spectacular wine. Wine has become more than just an interest, it has bloomed into a rewarding passion. Anna-Helena enjoys reading through wine blogs and discussing tasting notes through social media with other wine fans. She and her husband Matt have visited Northern California and Spain in the last few years and in each place took enjoyable forays to wineries.
Anna-Helena has been reading a lot about Portland and Oregon and sustainability in general in the New York Times recently and she's begun to entertain the idea of a visit. She's very interested in sustainable production and has heard that Oregon is pioneering several new and important methods. Additionally, at a recent tasting event with friends she sampled a stellar lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The distributor hosting the event had been glowing with stories about the interesting characters who populate the Oregon wine world. It was during that conversation that it struck her: visiting wineries would be a great way to explore Oregon.
One day-dreamy afternoon, Anna-Helena sat down to gather information for a trip so she could present Matt with some inspiring options. A google search for "Oregon wine travel" returns the Oregon Wine website. A lot looks interesting on the home page, but she is immediately attracted to a featured section on Visiting Wine Country and clicks on a link to "planning your itinerary."
Anna-Helena looks through the list of wineries and comes across Beaux Freres. How fun to visit the place that produced that great Pinot Noir! She clicks the small "add to itinerary link" and then finds a few other interesting wineries and adds them as well. Anna-Helena creates an account, saves her trip, and emails herself the itinerary.
Several days later, Anna-Helena comes back to her Oregon plans. Through the website she finds links to a wealth of information for Oregon trips. She also dips back to her itinerary and sends emails to several wineries that are open by appointment only. After hearing back that the dates she was hoping for are available, she visits a final time to firm up daily itineraries and print a copy to bring on the plane. Oregon, here they come!
~
Online Search Behavior!"#$%&$$'()#*#$'%+#',-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,'1#*%8"/-"%9/2"7%/$-*60#%3*'-#+%7.%1/+/7:%3*'-#+%7.%+7';:%'$0%8/$#+%'$0%5..0+%7.%7,;<%)#,%+#',-"#+%=#2/$%'+%9.,#%2#$#,/-%#>3*.,'4.$+%/$7.%7,'1#*%.34.$+%'$0%7.6,%,#-.99#$0'4.$+%5.,%?,#2.$<
Customer Profile & Use Scenario
Key Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7'+4$28/$#%+6+7'/$'=/*/7;8/$#%7'+4$2%/$%.,#2.$8/**'9#C#%1'**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%9'3.,#2.$%8/$#%-.6$7,;%9'3
Anna-Helena Jameson Age: 48
Wine Interests: Production, terroir, history
Lives in: Brooklyn, NY
▪Gather information about visiting Oregon wine country▪Save trip information▪Guidance on other places to visit given the places chosen▪Tasting and touring information
User Goals
▪ Foster tourism to Oregon wineries▪ Create recommendations in social
networks to spread positive experiences and generate press
▪ Make connections between high end, high frequency customers and wineries
Business Goals
A site visit narrative that includes context
Robin Stevens | Experience Lab | [email protected] | Updated May 1, 2013
"I want to know everything about my favorite wines!"
Anna-Helena celebrates the end of her work day with a single glass of spectacular wine. Wine has become more than just an interest, it has bloomed into a rewarding passion. Anna-Helena enjoys reading through wine blogs and discussing tasting notes through social media with other wine fans. She and her husband Matt have visited Northern California and Spain in the last few years and in each place took enjoyable forays to wineries.
Anna-Helena has been reading a lot about Portland and Oregon and sustainability in general in the New York Times recently and she's begun to entertain the idea of a visit. She's very interested in sustainable production and has heard that Oregon is pioneering several new and important methods. Additionally, at a recent tasting event with friends she sampled a stellar lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The distributor hosting the event had been glowing with stories about the interesting characters who populate the Oregon wine world. It was during that conversation that it struck her: visiting wineries would be a great way to explore Oregon.
One day-dreamy afternoon, Anna-Helena sat down to gather information for a trip so she could present Matt with some inspiring options. A google search for "Oregon wine travel" returns the Oregon Wine website. A lot looks interesting on the home page, but she is immediately attracted to a featured section on Visiting Wine Country and clicks on a link to "planning your itinerary."
Anna-Helena looks through the list of wineries and comes across Beaux Freres. How fun to visit the place that produced that great Pinot Noir! She clicks the small "add to itinerary link" and then finds a few other interesting wineries and adds them as well. Anna-Helena creates an account, saves her trip, and emails herself the itinerary.
Several days later, Anna-Helena comes back to her Oregon plans. Through the website she finds links to a wealth of information for Oregon trips. She also dips back to her itinerary and sends emails to several wineries that are open by appointment only. After hearing back that the dates she was hoping for are available, she visits a final time to firm up daily itineraries and print a copy to bring on the plane. Oregon, here they come!
~
Online Search Behavior!"#$%&$$'()#*#$'%+#',-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,'1#*%8"/-"%9/2"7%/$-*60#%3*'-#+%7.%1/+/7:%3*'-#+%7.%+7';:%'$0%8/$#+%'$0%5..0+%7.%7,;<%)#,%+#',-"#+%=#2/$%'+%9.,#%2#$#,/-%#>3*.,'4.$+%/$7.%7,'1#*%.34.$+%'$0%7.6,%,#-.99#$0'4.$+%5.,%?,#2.$<
Customer Profile & Use Scenario
Key Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7'+4$28/$#%+6+7'/$'=/*/7;8/$#%7'+4$2%/$%.,#2.$8/**'9#C#%1'**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%9'3.,#2.$%8/$#%-.6$7,;%9'3
Anna-Helena Jameson Age: 48
Wine Interests: Production, terroir, history
Lives in: Brooklyn, NY
▪Gather information about visiting Oregon wine country▪Save trip information▪Guidance on other places to visit given the places chosen▪Tasting and touring information
User Goals
▪ Foster tourism to Oregon wineries▪ Create recommendations in social
networks to spread positive experiences and generate press
▪ Make connections between high end, high frequency customers and wineries
Business Goals
A user task flow that shows movement from screen to
screen
Task flow scenarios - key user paths
Google Search
Homepage
Travel Information
Oregon Wineries
List
Saved Trip
Nearby Listings
Winery Detail Page
Mobile opportunity for engagement when the
traveler arrives.
Add to Itinerary
Save Trip and Create Account
Robin Stevens | Experience Lab | [email protected] | Updated May 1, 2013
Anna-Helena celebrates the end of her work day with a single glass of spectacular wine. Wine has become more than just an interest, it has bloomed into a rewarding passion. Anna-Helena enjoys reading through wine blogs and discussing tasting notes through social media with other wine fans. She and her husband Matt have visited Northern California and Spain in the last few years and in each place took enjoyable forays to wineries.
Anna-Helena has been reading a lot about Portland and Oregon and sustainability in general in the New York Times recently and she's begun to entertain the idea of a visit. She's very interested in sustainable production and has heard that Oregon is pioneering several new and important methods. Additionally, at a recent tasting event with friends she sampled a stellar lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The distributor hosting the event had been glowing with stories about the interesting characters who populate the Oregon wine world. It was during that conversation that it struck her: visiting wineries would be a great way to explore Oregon.
One day-dreamy afternoon, Anna-Helena sat down to gather information for a trip so she could present Matt with some inspiring options. A google search for "Oregon wine travel" returns the Oregon Wine website. A lot looks interesting on the home page, but she is immediately attracted to a featured section on Visiting Wine Country and clicks on a link to "planning your itinerary."
Anna-Helena looks through the list of wineries and comes across Beaux Freres. How fun to visit the place that produced that great Pinot Noir! She clicks the small "add to itinerary link" and then finds a few other interesting wineries and adds them as well. Anna-Helena creates an account, saves her trip, and emails herself the itinerary.
Several days later, Anna-Helena comes back to her Oregon plans. Through the website she finds links to a wealth of information for Oregon trips. She also dips back to her itinerary and sends emails to several wineries that are open by appointment only. After hearing back that the dates she was hoping for are available, she visits a final time to firm up daily itineraries and print a copy to bring on the plane. Oregon, here they come!
~
Online Search Behavior!"#$%&$$'()#*#$'%+#',-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,'1#*%8"/-"%9/2"7%/$-*60#%3*'-#+%7.%1/+/7:%3*'-#+%7.%+7';:%'$0%8/$#+%'$0%5..0+%7.%7,;<%)#,%+#',-"#+%=#2/$%'+%9.,#%2#$#,/-%#>3*.,'4.$+%/$7.%7,'1#*%.34.$+%'$0%7.6,%,#-.99#$0'4.$+%5.,%?,#2.$<
Customer Profile & Use Scenario
Key Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7'+4$28/$#%+6+7'/$'=/*/7;8/$#%7'+4$2%/$%.,#2.$8/**'9#C#%1'**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%9'3.,#2.$%8/$#%-.6$7,;%9'3
Anna-Helena Jameson Age: 48
Wine Interests: Production, terroir, history
Lives in: Brooklyn, NY
▪Gather information about visiting Oregon wine country▪Save trip information▪Guidance on other places to visit given the places chosen▪Tasting and touring information
User Goals
▪ Foster tourism to Oregon wineries▪ Create recommendations in social
networks to spread positive experiences and generate press
▪ Make connections between high end, high frequency customers and wineries
Business Goals
Task flow scenarios - key user paths
Google Search
Homepage
Travel Information
Oregon Wineries
List
Saved Trip
Nearby Listings
Winery Detail Page
Mobile opportunity for engagement when the
traveler arrives.
Add to Itinerary
Save Trip and Create Account
"I want to know everything about my favorite wines!"
A user quote that sums up this user typeʼs relationship
to the product
Robin Stevens | Experience Lab | [email protected] | Updated May 1, 2013
Anna-Helena celebrates the end of her work day with a single glass of spectacular wine. Wine has become more than just an interest, it has bloomed into a rewarding passion. Anna-Helena enjoys reading through wine blogs and discussing tasting notes through social media with other wine fans. She and her husband Matt have visited Northern California and Spain in the last few years and in each place took enjoyable forays to wineries.
Anna-Helena has been reading a lot about Portland and Oregon and sustainability in general in the New York Times recently and she's begun to entertain the idea of a visit. She's very interested in sustainable production and has heard that Oregon is pioneering several new and important methods. Additionally, at a recent tasting event with friends she sampled a stellar lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The distributor hosting the event had been glowing with stories about the interesting characters who populate the Oregon wine world. It was during that conversation that it struck her: visiting wineries would be a great way to explore Oregon.
One day-dreamy afternoon, Anna-Helena sat down to gather information for a trip so she could present Matt with some inspiring options. A google search for "Oregon wine travel" returns the Oregon Wine website. A lot looks interesting on the home page, but she is immediately attracted to a featured section on Visiting Wine Country and clicks on a link to "planning your itinerary."
Anna-Helena looks through the list of wineries and comes across Beaux Freres. How fun to visit the place that produced that great Pinot Noir! She clicks the small "add to itinerary link" and then finds a few other interesting wineries and adds them as well. Anna-Helena creates an account, saves her trip, and emails herself the itinerary.
Several days later, Anna-Helena comes back to her Oregon plans. Through the website she finds links to a wealth of information for Oregon trips. She also dips back to her itinerary and sends emails to several wineries that are open by appointment only. After hearing back that the dates she was hoping for are available, she visits a final time to firm up daily itineraries and print a copy to bring on the plane. Oregon, here they come!
~
Online Search Behavior!"#$%&$$'()#*#$'%+#',-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,'1#*%8"/-"%9/2"7%/$-*60#%3*'-#+%7.%1/+/7:%3*'-#+%7.%+7';:%'$0%8/$#+%'$0%5..0+%7.%7,;<%)#,%+#',-"#+%=#2/$%'+%9.,#%2#$#,/-%#>3*.,'4.$+%/$7.%7,'1#*%.34.$+%'$0%7.6,%,#-.99#$0'4.$+%5.,%?,#2.$<
Customer Profile & Use Scenario
Key Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7'+4$28/$#%+6+7'/$'=/*/7;8/$#%7'+4$2%/$%.,#2.$8/**'9#C#%1'**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%9'3.,#2.$%8/$#%-.6$7,;%9'3
Anna-Helena Jameson Age: 48
Wine Interests: Production, terroir, history
Lives in: Brooklyn, NY
▪Gather information about visiting Oregon wine country▪Save trip information▪Guidance on other places to visit given the places chosen▪Tasting and touring information
User Goals
▪ Foster tourism to Oregon wineries▪ Create recommendations in social
networks to spread positive experiences and generate press
▪ Make connections between high end, high frequency customers and wineries
Business Goals
Task flow scenarios - key user paths
Google Search
Homepage
Travel Information
Oregon Wineries
List
Saved Trip
Nearby Listings
Winery Detail Page
Mobile opportunity for engagement when the
traveler arrives.
Add to Itinerary
Save Trip and Create Account
"I want to know everything about my favorite wines!"An profile snapshot that
helps us understand the user type
Robin Stevens | Experience Lab | [email protected] | Updated May 1, 2013
Anna-Helena celebrates the end of her work day with a single glass of spectacular wine. Wine has become more than just an interest, it has bloomed into a rewarding passion. Anna-Helena enjoys reading through wine blogs and discussing tasting notes through social media with other wine fans. She and her husband Matt have visited Northern California and Spain in the last few years and in each place took enjoyable forays to wineries.
Anna-Helena has been reading a lot about Portland and Oregon and sustainability in general in the New York Times recently and she's begun to entertain the idea of a visit. She's very interested in sustainable production and has heard that Oregon is pioneering several new and important methods. Additionally, at a recent tasting event with friends she sampled a stellar lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The distributor hosting the event had been glowing with stories about the interesting characters who populate the Oregon wine world. It was during that conversation that it struck her: visiting wineries would be a great way to explore Oregon.
One day-dreamy afternoon, Anna-Helena sat down to gather information for a trip so she could present Matt with some inspiring options. A google search for "Oregon wine travel" returns the Oregon Wine website. A lot looks interesting on the home page, but she is immediately attracted to a featured section on Visiting Wine Country and clicks on a link to "planning your itinerary."
Anna-Helena looks through the list of wineries and comes across Beaux Freres. How fun to visit the place that produced that great Pinot Noir! She clicks the small "add to itinerary link" and then finds a few other interesting wineries and adds them as well. Anna-Helena creates an account, saves her trip, and emails herself the itinerary.
Several days later, Anna-Helena comes back to her Oregon plans. Through the website she finds links to a wealth of information for Oregon trips. She also dips back to her itinerary and sends emails to several wineries that are open by appointment only. After hearing back that the dates she was hoping for are available, she visits a final time to firm up daily itineraries and print a copy to bring on the plane. Oregon, here they come!
~
Online Search Behavior!"#$%&$$'()#*#$'%+#',-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,'1#*%8"/-"%9/2"7%/$-*60#%3*'-#+%7.%1/+/7:%3*'-#+%7.%+7';:%'$0%8/$#+%'$0%5..0+%7.%7,;<%)#,%+#',-"#+%=#2/$%'+%9.,#%2#$#,/-%#>3*.,'4.$+%/$7.%7,'1#*%.34.$+%'$0%7.6,%,#-.99#$0'4.$+%5.,%?,#2.$<
Customer Profile & Use Scenario
Key Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7'+4$28/$#%+6+7'/$'=/*/7;8/$#%7'+4$2%/$%.,#2.$8/**'9#C#%1'**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%9'3.,#2.$%8/$#%-.6$7,;%9'3
Anna-Helena Jameson Age: 48
Wine Interests: Production, terroir, history
Lives in: Brooklyn, NY
"I want to know everything about my favorite wines!"
Task flow scenarios - key user paths
Google Search
Homepage
Travel Information
Oregon Wineries
List
Saved Trip
Nearby Listings
Winery Detail Page
Mobile opportunity for engagement when the
traveler arrives.
Add to Itinerary
Save Trip and Create Account
▪Gather information about visiting Oregon wine country▪Save trip information▪Guidance on other places to visit given the places chosen▪Tasting and touring information
User Goals
▪ Foster tourism to Oregon wineries▪ Create recommendations in social
networks to spread positive experiences and generate press
▪ Make connections between high end, high frequency customers and wineries
Business Goals
A roadmap for site design & content development
Robin Stevens | Experience Lab | [email protected] | Updated May 1, 2013
User Personas are a tool for the people who make things.
Robin Stevens | Experience Lab | [email protected] | Updated May 1, 2013
User Personas are a tool for the people who make things.
For people to use.
Robin Stevens | Experience Lab | [email protected] | Updated May 1, 2013
Robin Stevens @brontestreetwww.experiencelabpdx.com
Presentation for “Content Strategy Tools: The Persona” sponsored by Content Strategy PDX.At ISite Design, May 9, 2013
Need help getting started on your persona thinking?Weʼve posted a persona worksheet on our website.
