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Giving Personas a life of their own

Giving Personas a life of their own. UXPA2013. Michael Morgan Senior Manager, User Experience Research. Kelly Braun Senior Director User Insights & Analytics. @ WalmartLabs. Our challenge: Understand the Walmart.com customer. Lots of data on Walmart stores

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Giving Personas a life of their own

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  1. Giving Personas a life of their own

    UXPA2013 Michael Morgan Senior Manager, User Experience Research Kelly Braun Senior Director User Insights & Analytics @WalmartLabs
  2. Our challenge: Understand the Walmart.com customer Lots of data on Walmart stores 100,000,000 people shop in a Walmart every week Fiscal 2013 Walmart had net sales of $446 B Fiscal 2014 Walmart.com projected at $9 B Most Walmart.com shoppers also shop in Walmart stores Who is the Walmart.com shopper? How do we design for her? @WalmartLabs: User Insights & Analytics
  3. @WalmartLabs: User Insights & Analytics
  4. History of Walmart.com @WalmartLabs: User Insights & Analytics
  5. Who is not a typical Walmart.com shopper? @WalmartLabs: User Insights & Analytics
  6. You are not the customer! @WalmartLabs: User Insights & Analytics
  7. Previous attempts Drinks Coffee Loves Cats Image Source: http://www.avsinc.net/imgs/pictures/usgbc-medium-conference-room-large.jpg @WalmartLabs: User Insights & Analytics
  8. Data Training Materials Buy In @WalmartLabs: User Insights & Analytics
  9. Base Personas on Data Data Training Materials Buy In @WalmartLabs: User Insights & Analytics
  10. Provide a data rich view of online shoppersthat will enable teams to make more informed decisionsabout designing for Walmart.com. @WalmartLabs: User Insights & Analytics
  11. Data, data, data Mined multiple sources for existing data Store customer data from HQ Consumer Insights team. Ethnographic research conducted to inform Mobile product development. “Customer Pain Point” data Site “health” benchmarking studies OpinionLab data New research was conducted Attitudes and Usage survey Customer Interviews (field and remote) @WalmartLabs: User Insights & Analytics
  12. Attitudes and Usage Survey 2229 online shoppers. Blind study, data also gathered on various competitors. Multivariate, factor analysis. Cluster analysis produced 5 segments. Data collection and analysis done by: @WalmartLabs: User Insights & Analytics
  13. Customer Interviews 32 customer interviews conducted by BellaVia Research Interviews conducted nationwide: NY, IL, AZ, OH, TX, NM, WY, UT, LA, GA, NC Blind study Half before Holiday / half during Holiday Including Black Friday and Cyber Monday
  14. Videos Melding multiple sources of data into a cohesive story Cross Tabs Segmentation Persona Creation Transcripts Charts @WalmartLabs: User Insights & Analytics
  15. Organizing the data @WalmartLabs: User Insights & Analytics
  16. 6 Personas 3 Primary Personas 3 Secondary Personas Image Source: http://www.docstoc.com/docs/67801242/segmentation @WalmartLabs: User Insights & Analytics
  17. Persona Material Creation Process Data Training Materials Buy In @WalmartLabs: User Insights & Analytics
  18. Drinks Coffee Loves Cats ? Image Source: http://www.21stcentech.com/wp-content/uploads/2011/10/maslow.jpg @WalmartLabs: User Insights & Analytics
  19. Rough Sketches @WalmartLabs: User Insights & Analytics
  20. Final Visual Summary Statement Hierarchy of Needs Demographics Personal Quote Summary of Attitudes and Behaviors @WalmartLabs: User Insights & Analytics
  21. Final Visual Channel and Phase of Shopping Delights and Disappointments Use Case @WalmartLabs: User Insights & Analytics
  22. Persona Novellas @WalmartLabs: User Insights & Analytics
  23. Buy In Data Training Materials Buy In @WalmartLabs: User Insights & Analytics
  24. Getting buy in along the way Within your organization External organizations Execs Personas Final Content Build in the time as part of your plan! Apply visual design Final Persona Approval Week of: May 14 May 30 June 4 June 11 June 18 June 25 @WalmartLabs: User Insights & Analytics
  25. What is important to each stakeholder? Within the User Experience organization Budget and Researcher time. High quality data and rigorous analysis. High quality final deliverables. Stories: easy to consume knowledge about our customers. Reference tool that can be used in all phases of the product development lifecycle. @WalmartLabs: User Insights & Analytics
  26. What is important to each stakeholder? Within Product Development organization How will Personas help us go faster during design and development? @WalmartLabs: User Insights & Analytics
  27. What is important to each stakeholder? Within Marketing and other Research organizations No “turf” wars: Personas are NOT a marketing tool. They want their opinions are heard. Chance to give feedback. High quality data and rigorous analysis. “Feels” right. @WalmartLabs: User Insights & Analytics
  28. What is important to each stakeholder? Walmart.com President and Executive Council Do these “feel” right? Does the data support this? Will we make the right decisions? Evidence of due diligence Support from other Execs @WalmartLabs: User Insights & Analytics
  29. 4 Steps Data Training Materials Buy In @WalmartLabs: User Insights & Analytics
  30. Training Phase 1 Image Source: http://www.uxmatters.com/mt/archives/2007/05/sharing-ownership-of-ux.php @WalmartLabs: User Insights & Analytics
  31. Training Phase 1 High Level Summary @WalmartLabs: User Insights & Analytics
  32. Training Tips Introduction Provide high level overview of main points Group exercise User Experience and Product Management Training @WalmartLabs: User Insights & Analytics
  33. Training Phase 2 Deep dive Tips Figure out your consumers Tailor the content to those people @WalmartLabs: User Insights & Analytics
  34. @WalmartLabs: User Insights & Analytics
  35. Image Source: http://www.innovationinpractice.com/innovation_in_practice/2010/05/the-voice-of-serendipity.html @WalmartLabs: User Insights & Analytics
  36. Company-wide Training “I happen to like them.  Anything to humanize the blinking lights on our servers and numbers in our spreadsheets is good for creative marketing.” – VP of Marketing Image Source: http://www.bluetunadocs.com/onlineCMS/userfiles/BlueTuna/NewEmployee.jpg @WalmartLabs: User Insights & Analytics
  37. Company-wide Training Summary Statement Hierarchy of Needs Demographics Personal Quote Summary of Shopping Behaviors Image Source: http://blog.smashfly.com/2012/02/28/switching-recruiting-technologies-3-ways-to-encourage-employee-buy-in/ Image Source: http://content.arma.org/imm/July-August2012/garpseriesgettingbuyin.aspx; http://www.homemasterbuilders.com/images/commitment.jpg @WalmartLabs: User Insights & Analytics
  38. Company-wide Training Channel and Phase of Shopping Delights and Disappointments Specific Attitudes and Behaviors @WalmartLabs: User Insights & Analytics
  39. Company-wide Training @WalmartLabs: User Insights & Analytics
  40. Company-wide Training @WalmartLabs: User Insights & Analytics
  41. Company-wide Training @WalmartLabs: User Insights & Analytics
  42. Data Training Materials Buy In @WalmartLabs: User Insights & Analytics
  43. Questions @WalmartLabs: User Insights & Analytics
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