Personas: Designing Engaging Content for Customer Intimacy

  • Published on
    18-Oct-2014

  • View
    2.002

  • Download
    3

Embed Size (px)

DESCRIPTION

Donn DeBoard

Transcript

Personas: Designing engaging content for customer intimacy

Donn R. DeBoardMid-Atlantic Technical Communication Summit

March 26, 2011

About the presenter25 years in technical communications, specializing in software documentationSenior Information Developer, Vertex Inc. in Berwyn, PA2011 STC Associate FellowMultiple STC Summit Awards over 10 year periodJudge in local and international STC Summit Awards over 12 year periodInformation Architecture Institute Usability Professionals Association

3/26/2011 22011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

What about youShare a little about yourself.Share your reasons for coming to this conference. Any first time attendees here.Share your expectations for this session.

Click to edit Master text stylesSecond level

Third levelFourth level

Fifth level

3/26/2011 32011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

AgendaWhat are personas?Documentation development lifecycle and personasPersonas and shared understandingPersonas and customer intimacyPersona development lifecycleAn example personaQuestions & answers

3/26/2011 42011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

Defining termsUser experience (UX) "a person's perceptions and responses that result from the use of a product, system or service. (ISO 9241-210).Customer intimacy close partnership, intertwined relationship (DNA).Preferred content content of first choice.

3/26/20112011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 5

Click to edit Master text stylesSecond level

Third levelFourth level

Fifth level

What are personas? Introducing personas Why are personas important? The missing link Technical Communication Body of

Knowledge (TCBOK)

3/26/2011 62011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

Introducing personas

Like characters on a stage, personas are not actual people.Personas are fictitious, specific, and concrete representations of target users. (Aldin/Pruitt) Personas help address the needs of a large group of customers by focusing on a fictional representation.

3/26/20112011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 7

Click to edit Master text stylesSecond level

Third levelFourth level

Fifth level

Introducing personasPersonas are User-Centered Design tools that put a face on your user. Personas illustrate a users story using your product, service, or content.Summarize your user research findings to understand your target audience. (Jahagirtdar and Martin)Represent a type of user. Includes a concise summary of general characteristics of the user, goals and tasks, and pain points. (UPA-BOK)

3/26/2011 82011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

Persona communityCommunity of people who use your product, service, or content.Context and motivation.Primary persona.Secondary persona.Stakeholders persona.Focus on 1-3 personas, prioritized for importance.

(Olsen)

Click to edit Master text stylesSecond level

Third levelFourth level

Fifth level

3/26/2011 92011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

Why are personas important?Technical communicators use audience analysis and skill requirements.Skills to use software in perfect world.Focuses only on what users do, but not how, when, and why.Provides one dimensional understanding.

3/26/2011 102011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

The missing linkNo real-world context or motivation.Missing the day-in-the-life description of customer.Missing real-world factors that impact how customers use your content (multiple projects, priorities, stress).

3/26/20112011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 11

Click to edit Master text stylesSecond level

Third levelFourth level

Fifth level

Technical Communication Body of Knowledge (TCBOK)

STC Technical Communication Body of Knowledge (TCBOK)

http://tcbok.editme.com/PersonasSTC interviewed members to create personas. Fictional representations for STC TCBOK.Review the persona community for TCBOK.Show persona for Senior Technical Writer.

Click to edit Master text stylesSecond level

Third levelFourth level

Fifth level

3/26/2011 122011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

A sampling of TCBOK PersonasCaroline Landry: Lead Writer in a Company Moving into International MarketsConsuela Roehl: Technical Communicator Whose Responsibilities are Being OutsourcedEric Hernandez: High School Student Planning Technical Communication Career

Jimmy Chin: College Student Planning Technical Communication CareerKate Watkins: Information Development Manager Creating a Technical Communication Department for the CompanyLinda Atesh: IT Practitioner Wanting to Change to a Technical Writer CareerRandy Green: Technical Writer Wanting to Stay Current

3/26/20112011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 13

Caroline, Senior Technical WriterClick to edit Master text styles

Second levelThird level

Fourth levelFifth level

3/26/20112011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 14

Caroline scenariosClick to edit Master text styles

Second levelThird level

Fourth levelFifth level

3/26/20112011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 15

Caroline tasksClick to edit Master text styles

Second levelThird level

Fourth levelFifth level

3/26/20112011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 16

Personas and TCBOK UXPersonas in TCBOK are:

Development tool to create TCBOK.

Navigation tool to help users find information.

Personas are a bridge between target audience for TCBOK and content on site.

3/26/20112011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 17

Click to edit Master text stylesSecond level

Third levelFourth level

Fifth level

A closer look: your thoughts?

Questions?Comments?

3/26/20112011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 18

Click to edit Master text stylesSecond level

Third levelFourth level

Fifth level

Documentation Lifecycle and personas Beginning with personas Sources for customer research Stages of Documentation Development

Lifecycle (DDL) Path to preferred content

3/26/2011 192011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

Beginning with personas

Customer research helps frame your customers story performing tasks using your product, service, or content.What does a day-in-the-life of your customer look like?Talk to customer-facing staff to identify and understand customers.

3/26/20112011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 20

Click to edit Master text stylesSecond level

Third levelFourth level

Fifth level

Sources for customer research

Customer facing staff (Sales, Consulting, Product Support)Conference callsSocial mediaFocus groupsSurveysSite visitsDocumentation mailbox

3/26/20112011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 21

Storytelling Stories in UX

Explain research ideas.Engage the imagination and spark new ideas.Create shared understanding.Persuade.

(Quesenbery/Brooks)

3/26/2011 222011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

StorytellingStories: Personas in motionProvide context.Provide motivation/goals.Type of stories.

Context or situation.

Springboard stories (typical predicament).

Points of pain stories.

(Quesenbery/Brooks)

3/26/2011 232011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

Bill, the Programmer personaProgrammers GuideDesign, code, and test programs, systems analysis. Juggling multiple, high priority projects. Time is at a premium.Wants quick overview material with ability to scan for details. Does not read dense material.Technology savvy, uses RSSs.Likes online help.

3/26/20112011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 24

Click to edit Master text stylesSecond level

Third levelFourth level

Fifth level

Stages of Documentation Development Lifecycle (DDL)

Requirements analysisDocumentation planningWritingReviewingProductionArchiving

(Jahagirdar & Martin)

3/26/2011 252011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

Benefits of personas for documentation

Focuses writers on users and their goals.Encourages consensus among stakeholders and SMEs for content and level of detail.Enables all stakeholders to make better decisions.Provides ongoing connection point to customers.

(Jahagirdar & Martin)

3/26/2011 262011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

Path to preferred contentPersonas provide a more focused view of customer.Your content can connect more closely with real-world customer work context.More focused content enhances customer success in performing a real-time task.

Click to edit Master text stylesSecond level

Third levelFourth level

Fifth level

3/26/2011 272011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

A closer look: your thoughts?

Questions?Comments?

3/26/20112011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 28

Click to edit Master text stylesSecond level

Third levelFourth level

Fifth level

Personas andshared understanding Personas as prism of focus across your

organization Engage stakeholders in the fabric of persona

attributes

3/26/2011 292011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

Personas as prism of focusacross your organization

Articulate antidotal knowledge about customer.Identify misconceptions about customer.Identify gaps in understanding customer.Breaks down silos of customer knowledge within organization.

Click to edit Master text stylesSecond level

Third levelFourth level

Fifth level

3/26/2011 302011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

Engage stakeholders in the fabric of persona attributes

Encourages clear communication, open dialogue, and collaboration. as part of customer service.Brings customers to stakeholder conversations for product decisions.All organizational stakeholders can contribute to personas, based on their experience.

3/26/2011 312011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

Personas as tool for customer intimacy Customer intimacy starts with personas Personas as avenue for ongoing dialogue

3/26/2011 322011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

Customer intimacy startswith personas

Personas demonstrate you want to understand the customers world on a deeper level.Personas show active commitment to customer success.Personas show integrity of effort in applying knowledge to design of product and service.

3/26/2011 332011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

Personas as avenuefor ongoing dialogue

Customer dialogue encourages trust and a more intimate partnership.Partnership with customer opens new avenues for innovative solutions and increased engagement.Co-develop product, services, or content with customer community.

3/26/2011 342011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

A closer look: your thoughts?

Click to edit Master text stylesSecond level

Third levelFourth level

Fifth level

Questions?Comments?

3/26/20112011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 35

Persona Development Lifecycle Persona family planning Persona conception and gestation Persona birth and maturation Persona adulthood Persona lifetime achievement, reuse, and

retirement

3/26/2011 362011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

1. Persona family planningIdentify the business problem or need to be solved.Identify the user research and data sources that paint picture of customer.Form cross-functional team to create personas.

(Aldin/Pruitt)

3/26/2011 372011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

2. Personas conception and gestation

Define number of personas needed.Define the qualities and descriptive elements to include.Prioritize and validate personas.Decide when personas are complete.

(Aldin/Pruitt)3/26/2011 38

2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

3.Personas birth and maturationUCD: Include needs and wants of end users of a product or service at each step of the design process. Introduce personas and the method for creating them to your organization.Maintaining foundation documents to track evolution of personas.

(Aldin/Pruitt)

3/26/2011 392011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

4. Personas adulthoodUse personas in support of your product or service:

Design.

Development.

Evaluation.

(Aldin/Pruitt)

3/26/2011 402011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

5.Personas lifetime achievement, reuse, and retirement

Measure success of persona effort in your project.Evaluate any reuse possibilities.Revise personas, as needed.Retire personas, as needed.

(Aldin/Pruitt)

3/26/2011 412011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

A closer look: your thoughts?

Click to edit Master text stylesSecond level

Third levelFourth level

Fifth level

Questions?Comments?

3/26/20112011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 42

A persona example Hangem High (HEH) for the iPad A brief walk-through for creating and

applying personas

3/26/2011 432011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

Clark Software Inc.About ClarkClark Software Inc. is a Los Angeles-based company that specializes in game software.Clark is among the top 15 gaming companies in U.S.Clark wants to broaden global customer base.Research shows a new hangman craze that is the latest rage among college students.

Click to edit Master text stylesSecond level

Third levelFourth level

Fifth level

3/26/2011 442011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)

Hangem High (HEH) for the iPadClarks Family Planning

Click to edit Master text stylesSecond leve...