Embed Size (px)
DESCRIPTION
"Just because I like something doesn’t mean I will purchase it And just because I purchase it doesn’t mean I will find value in it, or have loyalty to it, or will use it." I think most of us naturally think about who might be using whatever it is we are designing/exploring/selling. But I am here to talk about the importance of this often unnoticed, afterthought of a step. And all the different ways the WHO can be explored. *Motivations are the key to uncovering your who
Citation preview
Who is your WHO?
Leah McDougald • Personas: Who is your WHO? • 10/16/13
So, who do you think your customer is?
How many of you identify with your customer?
How many of you are your customer?
“I like it. So, if they are like me, they will like it.”
(…and they will like me hopefully, too.)
There is more to your customer than you think.
Opinions are not motivations.
“I so love tattoos.”
“No way! I would never get one myself !”
So, what do you need in order to understand these important people?
em·pa·thythe ability to understand and share the feelings of another…in order to design for them!
in business this can be
called…Strategy
Personas
Leah McDougald • Personas: Who is your WHO? • 10/16/13
Personas come after you explore who your customer is.(unless you are in advertising…)
Aspirational archetypes can provide inspiration
But personas define your actual customer
User Types
Leah McDougald • Personas: Who is your WHO? • 10/16/13
User types define the various motivations for interaction / use
As a/an…I want to…So that I can…
Content cred: goatsoftware.com
As a newly co-habitating woman
Content cred: goatsoftware.com
As a newly co-habitating womanI want to digitize the chore list
Content cred: goatsoftware.com
As a newly co-habitating womanI want to digitize the chore listSo that I can not kill my boyfriend not be a nag
easily share the list
Content cred: goatsoftware.com
Leah McDougald, Director of Design ResearchDesign Central @leah_mcd
Special thanks to:Eric Barker, Gen Goodwin, Rebecca Loar
Thanks!
Leah McDougald • Personas: Who is your WHO? • 10/16/13
Appendix:User Scenarios
User scenarios define the potential variations in user experience
Cred: gatherspace.com
There are “sunny day” use experiences(intended)
There are “tragic”use experiences(unintended)
