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in partnership with
Design & Innovation Challenge:Benefit Selection for Financial Security
CHXD Webinar
Agile Behavior-Based Personas For Better Designs
November 28, 2018
2
The Center for Health Experience Design is a community of change makers who take a collaborative approach to improving health and humanizing the health system.
Benefits of Membership• Networking and relationship building• Immersive learning and professional development• Governance for multi-stakeholder project collaborations• Access to subject matter experts to help move your work forward• Access to community through custom designed events and conversations• Mad*Pow Services to support your design and innovation efforts
Learn More at CenterHXD.com
@priyamabarua |@xacerb8
Dana OrtegónSenior Content Strategist
Mad*Pow
Priyama BaruaSenior Experience Strategist
Mad*Pow
Kathryn HautanenDirector
Center for Health Experience Design
Mad*Pow
PERSONAS
WHAT IS A PERSONA?
@priyamabarua |@xacerb8
Personas are representations of key audience types that:
• Promote a uniform, shared understanding of audience needs
• Put a human face on customers and inspire empathy
• Help teams design for their customers, not for themselves
• Keep the focus on the most common customer types
• Serve as a reference point when conceptualizing and evaluating solutions
@priyamabarua |@xacerb8
WHAT IS A PERSONA?
I found that this play-acting technique was remarkably effective for cutting through complex design questions of functionality and interaction, allowing me to clearly see what was necessary and unnecessary and, more importantly, to differentiate between what was used frequently and what was needed only infrequently.
“
”Alan Cooper
WHAT IS A PERSONA?
@priyamabarua |@xacerb8
WHY PERSONAS FAIL?
@priyamabarua |@xacerb8
WHY PERSONAS FAIL?
@priyamabarua |@xacerb8
• Time and resource intensive
• May be based on demographics
• Not based on research
• May promote stereotypes
• Treated as a to-do item
• One-size-fits all
• Not actionable enough & teams don’t know how to apply them IRL
• No buy-in from team and leadership
• Created, but never used
Source: Nielsen Normal Group — Why Personas Fail [https://www.nngroup.com/articles/why-personas-fail/]
TIME & RESOURCE INTENSIVE
TIME & RESOURCE INTENSIVE
@priyamabarua |@xacerb8Source: Nielsen Normal Group — How Much Time Does it Take to Create Personas [https://www.nngroup.com/articles/persona-budgets/]
BASED ON DEMOGRAPHICS
DEMOGRAPHIC BASED PERSONAS…
• Don’t tell us what users need
• Don’t tell us how people will react to products and services
• Don’t tell us why people might do what they do
@priyamabarua |@xacerb8
WHAT COMES TO MIND?
Blonde woman in early 40s, married with children.
@priyamabarua |@xacerb8
IT COULD BE…
Blonde woman in early 40s, married with children.
@priyamabarua |@xacerb8
IT COULD BE…
Blonde woman in early 40s, married with children.
@priyamabarua |@xacerb8
OR IT COULD BE…
@priyamabarua |@xacerb8
Blonde woman in early 40s, married with children.
MAY PROMOTE STEREOTYPES
WHAT IS A STEREOTYPE?
@priyamabarua |@xacerb8
SOME STEREOTYPES
• Most gamers are men
• High-end or luxury goods are only bought by High net worth individuals
• Baby Boomers don’t like using technology
• Millennials like to do everything digitally
@priyamabarua |@xacerb8
TRENDS THAT CHALLENGE STEREOTYPE:
• Women who dominate the gaming industry
• Low to middle income earners who consume high-end or luxury goods
• Baby Boomers who are increasingly tech-savvy
• Millennials who respond to direct mail and paper coupons
@priyamabarua |@xacerb8
(Source:https://www.zionandzion.com/consumer-experience-stereotypes-personas-and-demographics/)
BEHAVIOR BASED PERSONAS
BEHAVIOR BASED PERSONAS
• We believe that people’s behavior is the most critical information in a persona because it allows the design team to envision how the persona will react in a wide range of situations.
• Behavior based personas have been particularly useful in integrating customer understanding into daily company activities, representing complex behavioral variables as actionable items, and creating evaluation criteria outside of standard market demographics.
@priyamabarua |@xacerb8
USING RESEARCH TO BUILD BEHAVIOR ATTRIBUTES
To prevent unintentional bias, behavior attributes should be firmly based in qualitative AND quantitative customer research. These behavior attributes are represented on a scale between two extremes. Most people will fall somewhere in between, but it’s usually more helpful to base design decisions on the extremes.
@priyamabarua |@xacerb8
“I just do what my doctor tells me. Who knows better than a trained
healthcare professional.”
“I read articles online and bring them to my doctor to consider
treatment options.”
TO COMPARE THE TWO…
Overwhelmed by complexityWants to be “told” what to doDoesn’t look around for best optionsChooses what’s easiestDoesn’t always follow treatment plan
30+ years oldMarried, no childrenTwo masters degreeWorks in a design companyLives in BostonExpat, originally from India
PRIYAMA’S DEMOGRAPHIC PROFILE
PRIYAMA’S BEHAVIOR-BASED PERSONA (HEALTH)
BEHAVIOR ATTRIBUTES TO GUIDE DESIGN
Overwhelmed by complexityWants to be “told” what to doDoesn’t look around for best optionsChooses what’s easiestDoesn’t always follow treatment plan
PRIYAMA’S BEHAVIOR-BASED PERSONA (HEALTH)
Give her simple, step by step directionsTell her exactly what to doNudge and educate her about optionsExplain benefits of optionsSupport adherence to treatment plan
HOW TO DESIGN FOR PRIYAMA
INTRODUCING MPACT
• The Mad*Pow Agile Persona Construction Toolkit (MPACT) is a generative design tool that helps teams create behavior-based personas.
• Using MPACT, teams can create a set of 1-5 personas in a single, day-long session.
• This process is not meant for building enterprise personas for general use. It’s designed to help you build project-specific personas.
@priyamabarua |@xacerb8
WHAT IS MPACT?
HEALTH KIT
THE MPACT METHODOLOGY IS…
Behavior-based Kits contain behavior attributes relevant to health decision making, which are based on qualitative and quantitative research
RelevantTeam uses internal research of patients/audience to guide the persona building
AgileMade for the context of the product/service being designed
CollaborativeCreated by the team that will use them, and based on mutually agreed upon goals
Action orientedDesign tips based on behavior attributes
A GUIDED TOUR OF MPACT LITE
TABLE MAT
FACILITATOR’S GUIDE
The facilitator‘s “little helper”:
• Explains steps and tasks for team and facilitator
• Gives approximate timings, so you can plan breaks
• Provides team prompts
• Gives handy tips on moving conversations along
@priyamabarua |@xacerb8
BUSINESS OBJECTIVE CARDS
The business objective is a company’s goal or aim for a particular product/service/ project. A project can have multiple business objectives.
@priyamabarua |@xacerb8
PERSONA OBJECTIVE CARDS
Persona objectives give context to the persona’s behavior and are distinct from business objectives.
@priyamabarua |@xacerb8
TRIGGER EVENT CARDS
The Trigger Event is what leads to a persona seeking out a persona objective.
@priyamabarua |@xacerb8
BEHAVIOR CONSTELLATIONS
• The table mat includes five behavior constellations: Guidance, Management, Focus, Decision, and Execution.
@priyamabarua |@xacerb8
CONSTELLATION OVERVIEW CARDS
Each Constellation has an Overview card that describes the behavior attributes contained within the constellation.
@priyamabarua |@xacerb8
BEHAVIOR ATTRIBUTE CARDS
Behavior attributes are personality traits that bring a persona to life — and help build empathy.
@priyamabarua |@xacerb8
PERSONA SHEET
Filling out the persona sheet leaves you with an artifact to reference throughout your project.
@priyamabarua |@xacerb8
Personas keep the focus on the customer, and serve as a reference point when evaluating solutions
Behavior-based personas are a powerful tool for designing optimal experiences
Always use research to understand what behavior attributes are important to your product
MPACT can help you get stakeholder buy in early in the process and serve as a conversation generator
MPACT gives you the freedom to quickly create personas for individual projects
TO SUMMARIZE
Time and resource intensive
May be based on demographics, not on research
May promote stereotypes
Treated as a to-do item
One size fits all
Not actionable enough — teams don’t know how to apply them IRL
No buy-in from team and leadership
TO SUMMARIZE
QUESTIONS?
Dana OrtegónSenior Content Strategist
linkedin.com/in/danaortegon/
Priyama Barua Senior Experience Strategist
linkedin.com/in/priyamabarua
THANK YOU!
Go to info.madpow.com/MPACT
Download Code: DJMPS
HOW CAN YOU USE THE LITE KIT?
“And you can see the stickies on how we used it for clustering. We did some patient surveys for treatment of end stage renal disease.
I called the dimension from the kit Behavior Tendencies, and used it alongside our 2 personas: Undecided and Declined.
This added dimension helped us create much better How Might We statements.”
- Innovator from Kaiser Permanente
in partnership with
Design & Innovation Challenge:Benefit Selection for Financial SecurityLearn Mre at CenterHXD.com
Call for Speakers Now Open! Deadline December 7th
HXDConf.com
APPENDIX: HOW DID WE BUILD THIS TOOL?