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This is the tutorial I presented at this year's UPA covering how to do data-driven design research personas.
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Data-Driven Design Research Personas
UPA 2007
What. Why. Where.
QWhat is a persona?
“A persona is a user archetype you can use to help guide decisions about product features, navigation, interactions, and even visual design.”- Kim Goodwin, Cooper
Personas are a representative behavior and activity profile for a customer base.
Personas are contextual and specific to the particular application or service.
QWhy do we have them?
The average user doesn’t exist.
Keeping the you out of user and customer.
QWhat kinds of personas are there?
Marketing & design research
As a design research tool, they are a powerful way to communicate knowledge, activities, interests, influencers, goals, and pain points.
Design research personas can be used for design
Design research personas can be used for research
Design research personas can be used for recruiting
Design research personas can be used for customer service
Design research personas can be used for training
Design research personas are
Design research personas are data-driven
Design research personas are not a set of demographics
Knowledge. Activities. Interests. Influencers. Goals. Frustrations and pain points.
QWhere does the data come from?
Design research personas include multiple data sources
Both internal...
Key stakeholders, web analytics, and customer support.
...and external
The customer, customer advocate, and someone you know.
Presenting the Data
5
4
3
2
1
5
4
3
2
1
Intern
al Rese
arch To
ols
Intranet S
earch
Comm
unity Pages
Domain Knowledge
Tech
nology Knowledge
Experience
Blogs IMEm
ail
Shared D
rives
Phone
Confidence
& Tru
st
Productiv
ity
Comm
unity
The Source
Resource
Managem
ent
QHow do you test and validate your design research personas?
The reality check.
The someone you know check.
Did we have lunch together yesterday?
Have you spoken to them on the phone recently?
Stages of the Persona Life-cycle
Okay, so I have my design research personas. Now what?
1Development
2Birth
3Maturation
4Retirement
Common Pitfalls and Mistakes
1Marketing vs. research design personas
2Large persona sets
3Too much personal information
4The recycle trap
5Not used throughout the design research process
Exercise: Persona Shootout
Michael
1.0 Highly Seasoned
Product T
raining
New Product In
fo
Product S
election
Domain Knowledge
Tech
nology Knowledge
Experience
Altern
ate Selectio
ns
Competit
ive Inte
l
Case Stu
dies
Quote Build
er
Accesso
ry Finder
Reports
5
4
3
2
1
Knowledge Activities and Interest
Product T
raining
New Product In
fo
Product S
election
Domain Knowledge
Tech
nology Knowledge
Experience
Altern
ate Selectio
ns
Competit
ive Inte
l
Case Stu
dies
Quote Build
er
Accesso
ry Finder
Reports
5
4
3
2
1
Knowledge Activities and Interest
Exercise: Segmentation and Patterns
1The Hunter Gatherer
Intern
al Rese
arch To
ols
Intranet S
earch
Department P
ages
Domain Knowledge
Tech
nology Knowledge
Experience
Blogs IMEm
ail
Shared D
rives
Phone
Confidence
& Tru
st
Productiv
ity
Comm
unity
The Source
Resource
Managem
ent
5
4
3
2
1
5
4
3
2
1
2The Worker Bee
5
4
3
2
1
5
4
3
2
1
Intern
al Rese
arch To
ols
Intranet S
earch
Department P
ages
Domain Knowledge
Tech
nology Knowledge
Experience
Blogs IMEm
ail
Shared D
rives
Phone
Confidence
& Tru
st
Productiv
ity
Comm
unity
The Source
Resource
Managem
ent
3The Hive Tender
5
4
3
2
1
5
4
3
2
1
Intern
al Rese
arch To
ols
Intranet S
earch
Department P
ages
Domain Knowledge
Tech
nology Knowledge
Experience
Blogs IMEm
ail
Shared D
rives
Phone
Confidence
& Tru
st
Productiv
ity
Comm
unity
The Source
Resource
Managem
ent
4The Librarian
5
4
3
2
1
5
4
3
2
1
Intern
al Rese
arch To
ols
Intranet S
earch
Department P
ages
Domain Knowledge
Tech
nology Knowledge
Experience
Blogs IMEm
ail
Shared D
rives
Phone
Confidence
& Tru
st
Productiv
ity
Comm
unity
The Source
Resource
Managem
ent
5The Supporter
5
4
3
2
1
5
4
3
2
1
Intern
al Rese
arch To
ols
Intranet S
earch
Department P
ages
Domain Knowledge
Tech
nology Knowledge
Experience
Blogs IMEm
ail
Shared D
rives
Phone
Confidence
& Tru
st
Productiv
ity
Comm
unity
The Source
Resource
Managem
ent
Exercise: Creation
Create personas for a Company Intranet
Create personas for a mobile communication product/service
Don’t forget their Knowledge. Activities. Interests. Influencers. Goals. Frustrations and pain points.
Ready. Set. Go.
Exercise: Presentation and Critique
Data-Driven Design Research Personas
UPA 2007