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How to create personas and how to segement your audience in a meaningful way.Hammad Khan of Zabisco presented this slideshow to a crowd of 50 digital decision makers for a Figaro Digital seminar in November 2011.
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USERS FIRST
How well do you know your audience?
• Pretty well no doubt, but more often than not, we don’t use this intelligence well – particularly when creating a website or app for them
• When we try to be user-centric, we quickly turn to a traditional method of segmentation; role based groups• This is fine, but we shouldn’t stop there if we actually want to engage people• We need to humanise this segmentation again so we can talk to them, not at them
• Creating a set of personas is a great way to do this – but don’t fall into the most common trap – creating meaningless personas that don’t actually help you! This results in:• Not actually using them• Feeling the persona exercise was a waste of time
Org chart / hierarchical information architecture
Home
About us Products Services Resources Careers Contact
Contact us
Home
About News Events Media Blog Jobs
Contact
Home
About us Department 1
Department 2
Department 3
Contact us
What products/services?
What resources?
I don’t know which department I need
I don’t understand this terminology
Lots of similar areas
I’m not sure what’s on offer
Org chart / hierarchical information architecture
• Results in too many sections to handle if the audience is wide/diverse> users not sure where to start/look> no clear journey; users have to hunt and dig for information they need
• Can become dated as the organisation changes (strategy, mergers, sell-offs etc)
• Prone to political squabbling> which department/manager gets prime positions in the navigation/homepage
• Doesn’t reflect lateral navigation and real world browsing habits
Audience driven information architecture
Home
About us Who are you?
Student
Academic
Corporate
Partner
Job seeker
etc
Events News Media Zone Shop
Contact us
Audience driven information architecture
• Often still too many groups to be managable> many organisations have (or think they have) complicated audiences > not unlike an architecture based on business structure!> different approach, but resulting in the same problems!
• Not always as logical to end users as you might think> think how you’d categorise youself! > relies on self-identification; open to (mis)interpretation, confusion and cross-over> forces users to THINK (cardinal sin of usability!)
• Still prone to political squabbling> certain audiences of the business deprioritised> by naming them directly, this priority becomes more obvious to the users!
Humanise your audience – remember, you know them quite well!
An iterative approach to audience segmentation
Individuals
Groups
Motivations
Emotions
Personas
• We can’t please every individual
But we can stack the odds in our favour!
• Logic grouping alone restricts our thinking.
• We end up with narrow silos!• Apply a mental modal: how do people think?
• Filter our audiences > manageable personas.
• Keep us user-centered at all times• Cuts across groups/categories with shared motivations
• Focused personas mean we can engage
• Refining doesn’t mean cutting people out• Talk to people in ways that mean something• Tight enough to focus, flexible to personalise
Five simple steps to creating effective personas
1. Identify the individuals in your audience
2. Describe their scenarios, goals and objectives
3. Discover what motivates them
4. Utilise the right modes of persuasion
5. Create a series of profiles and centre the design around them
1. Refine your audience to be more workable
Professional Need Personal Connection Proxy Relationships
Doctor (GP) Heart Patient (Recent) Volunteer
Heart Nurse Heart Patient (Medium/Long Term) Business Manager/Executive
Intermediary (Teacher) At Risk Adult Shop Customer/Donor
Researcher (Funded) Concerned Relative Event Participant
(Health) Journalist Grieving Relative Support Group Member
Sample from our work with the BHF
1. Identifying individuals/roles
Name David Hugh John Karen Stewart
Role CEO CEO CFO CIO CTO
Sector Construction Pro Services Manufacturing Association Facilities
Organisation Wilson Group Eden Shaw PR Raw Mat Ltd The Engineering Association
Carillion
Size 500-1000 50-100 500-1000 1000+ 200-300
2. Understanding goals and objectives
Goal
Long term, unstructured, difficult to measure
“We want to stay ahead of our competitors”
“We want to improve efficiency at our factory”
Objective
Short term, well defined, measurable
“We want to increase our market share by 10%”
“We want to reduce our overheads by 20% over the next 2
years”
2. Goals, objectives and scenarios
Sample user
3. Understanding motivations
1. Intrinsic: Mastery, Enjoyment, Confidence
Intrinsic motivations are self-fulfilling. We can appeal to
these needs by empowering people with the
information/directions/choices they need to give them
confidence to make their own positive decisions
2. Extrinsic: Recognition, Competitiveness, Reward
Extrinsic motivations are validated by others. We can
appeal to these needs by giving the competitive benefits
of services, explaining how they save money and they will
benefit directly as a result of a call to action
Motivations are the driving force behind all objectives and goals. By understanding what motivates our audience, we
can find ways to engage with them in a more meaningful way.
Two types of motivation:
3. Applying motivations to your audience
David Hugh John Karen Stewart Sam Jessica Karl Gemma Sandra Rating
Intrinsic Motivations
Mastery / Knowledge 5
Enjoyment 5
Confidence 5
Extrinsic Motivations
Recognition 7
Competitiveness 4
Reward 7
InfluencersDecision Makers Look for balance & patterns
4. Using the modes of persuasion
Aristotle defined these three principles as
being central to persuasion.
We can apply them to our audience,
persona, journey and content to create the
right user experiences.
Align what you know about your audiences
motivations to these three principles
1. Ethos: Credible
2. Pathos: Emotional
3. Logos: Rational
The overall audience journey and experience
4. Using the motivations/emotions to define the audience
Just want to get something done… Pragmatists
Not sure what to expect/find… Seekers
Keen to get involved… Activists
Willing to be convinced… (potential)Conformist
5. Design your personas: Using Facebook / LinkedIn
5. Design your personas: Using Psychographics
5. Design your personas: As an Infographic
Make use of your new audience intelligence
• Don’t get lost in the soft-details of the individuals
• Print out your personas and surround yourself with them!
• Refer to them in discussions; use them for testing
• Not just limited to web site designuse them in online marketing plans and projects too!