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Digital Strategies for Health Communication Personas

Digital Strategies for Health Communication Personas. Lisa Gualtieri, PhD, ScM , Course Director Tufts University School of Medicine July 16, 2013. Agenda. Personas defined. A model of key user attributes and goals Distilled from surveys, observing real people, focus groups, etc.

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Digital Strategies for Health Communication Personas

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  1. Digital Strategies for Health CommunicationPersonas Lisa Gualtieri, PhD, ScM, Course Director Tufts University School of Medicine July 16, 2013

  2. Agenda

  3. Personas defined • A model of key user attributes and goals • Distilled from surveys, observing real people, focus groups, etc. • Presented as a vivid, narrative description of a single “person” • Used to guide all aspects of design

  4. Are these TV Personalities personas? • The Snob: “the most finicky of viewers” • The Know-It-All: an intellectual TV addict • The Escapist: loves the simple, funny shows • On-The-Go Viewer: only watches shows on laptop/tablet • The Minimalist: not a TV fan, but stays in the loop with reviews/synopses http://www.bostonglobe.com/arts/television/2012/06/02/how-handle-much-sunday-night/Ym4aKctla1ojMl3DYPDEgN/story.html?s_campaign=sm_tw

  5. Are these Diet Personalities personas? • The Support Seeker: “turns to friends and pros for answers” • The Serial Snacker: prefers snacking to meals, eating is a habit rather than a need • The Free Spirit: plays by own rules, resistant to rigid weight loss programs • The Sweet Tooth: cannot live without sweets • The Distracted Diner: a busy multi-tasker, unaware of food intake

  6. Are these people personas?

  7. Personas avoid • Design for everyone • Design for oneself

  8. You are not the user . . . Lisa is the user

  9. Team-building activity Our competitor has blogs. I would want an advanced configuration tool. We’ve got to push the brand more. It would be so much cooler if it had videos. It needs to be “green” with lots of rural imagery.

  10. Personas help your team

  11. Obstacles to persona use – even more likely when “outsourced”

  12. Persona example adapted from Claire Berman

  13. Current users of MGH BHMBI General public, patients, providers Desired Patients with chronic disease or stress who seek information about complimentary and alternative medicine (CAM) on their own People referred by their medical or insuranceproviders People whose companies offer employee wellness programs Goal: expand reach

  14. Demographics Paulis a 35 year-old Caucasian male living in Newton, MA He is married with no children He has a collegeeducation He works as a Financial Planner in Boston and commutes for an hour each day using public transportation Technology Paul has an iPhone and a laptop. He is online all the time! Health Paul feels that his health is good overall, but he has had a few anxiety attacks recently due to the high level of stress in his job He has a family history of heart attacks He is worried about these recent anxiety attacks and that he is at risk for having a heart attack himself Meet Paul

  15. Early morning Paul wakes up at 5:30, goes for run, comes home and showers He eats a quick breakfast of cereal and coffee with his wife and they both leave for work Commute to work He starts to feel anxious as soon as he gets onto the bus and thinks about work He checks email and financial news on his iPhone Scenario: Paul’s morning

  16. Work Paul spends 10 hours at work with quick lunch break Commute home On the bus, Paul starts feeling overwhelmed with work pressures His breathing becomes rapid and he feels like he can’t get enough air; it passes after 10 minutes but it is not the first anxiety attack he’s had Paul doesn’t want to end up having a heart attack at a young age like his father and grandfather did Scenario: Paul’s day

  17. At home When Paul gets home, his wife is reading a magazine from their health insurance company An article about stress mentions the MGH Benson-Henry Mind Body Institute website Paul tells her about his anxiety attack on the commute home Sheinsists he look at the website Scenario: the trigger

  18. Will this help Paul?

  19. Goes online Still dubious, Paul goes to the site and notices Track your stress levelwhich he tries He downloads a few instructional videos onto his iPhoneand plans to watch them the next day on his commute into work Next day He watches the videos, making sure no one else on the bus can see, and tries some exercises He decides it’s something he can do for a week because it will make his wife happy and may work Scenario leads to redesign

  20. Will this help Paul?

  21. Personas production value varies

  22. Timeline or “customer journey”: value especially with mobile devices

  23. Focus on emotion

  24. Define emotional state: how do you your personas feel?

  25. Best practices in persona development

  26. Persona video and worksheet

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