Personas and a User-Personas and a User-Centered Visioning Centered Visioning ProcessProcess

Zsuzsa KoltayZsuzsa Koltay

Kornelia TanchevaKornelia Tancheva

Cornell University Cornell University LibraryLibrary

The taskThe task

►Re-envision how we present our library Re-envision how we present our library and information landscape on the weband information landscape on the web

►User needs as compassUser needs as compass

The needThe need

►Use, but refine and validate existing Use, but refine and validate existing datadata

►Fast track!Fast track!►Qualitative research presented Qualitative research presented

through personasthrough personas

PersonasPersonas

►Composite sketches of target user Composite sketches of target user groupsgroups

►Segmented by like behaviorSegmented by like behavior►Engaging, they invite empathyEngaging, they invite empathy►Can present either qualitative or Can present either qualitative or

quantitative dataquantitative data

Our processOur process

►Consultant to speed up process (Craig Consultant to speed up process (Craig St. Clair from TKG Consulting LLC)St. Clair from TKG Consulting LLC)

►36 interviews probing work tasks and 36 interviews probing work tasks and habitshabits

►Well balanced but not statistically validWell balanced but not statistically valid►Segmented on research patternsSegmented on research patterns►Bringing them to lifeBringing them to life

Meet some imaginary friendsMeet some imaginary friendsBackgroundLibrary interactions and transactionsKey experiencesLuxuries, comforts, necessities

http://http://ecommons.library.cornell.edu/ecommons.library.cornell.edu/handle/1813/8302handle/1813/8302

Assessment of user behaviorAssessment of user behavior

►Matrix of status and field of study as Matrix of status and field of study as predictor of research and study predictor of research and study patternspatterns

►Behavior supports pretty traditional Behavior supports pretty traditional segmentationsegmentation

Gap assessmentGap assessment

►Access to full textAccess to full text►Lack of transparencyLack of transparency►Cornell is not the worldCornell is not the world

Needs assessmentNeeds assessment

►DeliveryDelivery►Limited number of starting points (one Limited number of starting points (one

would be nice!)would be nice!)►Trusted networksTrusted networks►Library outside the libraryLibrary outside the library►Show me the worldShow me the world►Simple and quickSimple and quick►Better outreachBetter outreach

Decision supportDecision support

►Bust the institutional siloBust the institutional silo►Streamline web siteStreamline web site►Single search box (or at least fake it!)Single search box (or at least fake it!)►Local content in same discovery flowLocal content in same discovery flow►Integrate delivery into discovery pathIntegrate delivery into discovery path►No jargonNo jargon►Constant assessment and Constant assessment and

developmentdevelopment

Lessons and plansLessons and plans

►Complexity vs. number of personasComplexity vs. number of personas►Driving by rear view mirror onlyDriving by rear view mirror only►Validated, supplemented, amplified Validated, supplemented, amplified

existing dataexisting data►Helpful fast track processHelpful fast track process►Will update for new web presenceWill update for new web presence

Q&A