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Personas

Personas. Lisa Gualtieri, PhD, ScM , Course Director Tufts University School of Medicine July 17, 2012. Agenda. What are personas and why are they useful? Example of persona B est practices for creating personas Create personas. Design. Goals. Personas. Content.

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Personas

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  1. Personas Lisa Gualtieri, PhD, ScM, Course Director Tufts University School of Medicine July 17, 2012

  2. Agenda • What are personas and why are they useful? • Example of persona • Best practices for creating personas • Create personas Design Goals Personas Content Existing digital strategy New digital strategy SWOT Competitive analysis Technology Evaluation

  3. Personas defined • A model of key user attributes and goals • Distilled from observing real people, focus groups, etc. • Presented as a vivid, narrative description of a single “person” who represents a segment • Used to guide the design of products, messaging, and strategy

  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 Source: http://www.webmd.com/diet/features/savvy-weight-loss-know-thyself

  6. Are these people personas?

  7. Personas help avoid 2 problems • Design for everyone • Self-referential design

  8. A product designed to please everyone won’t please anyone. Source: Wenger (http://www.wenger.ch/)

  9. Source: Wenger (http://www.wenger.ch/)

  10. 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.

  11. You are not the user . . . Lisa is the user Source: Critical Mass (http://www.criticalmass.com/)

  12. Personas help your team

  13. Obstacles to persona use

  14. Agenda

  15. MGH Benson-Henry Mind Body Institute

  16. Current 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 providers Insurance providers People whose companies offer employee wellness programs Goal: expand reach

  17. 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

  18. 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

  19. 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

  20. At home When Paul gets home, his wife is reading a magazine from their health insurance company An article about stress mentions Benson-Henry Mind Body Institute website She urges him to look at the website but he’s reluctant to She insists and he goes online The trigger Scenario: Paul’s evening

  21. Will this help Paul?

  22. Goes online Still dubious, Paul goes to the site and notices Track your stress levelwhich he is curious enough to try He selects I have… heart disease He downloads a few instructional videos onto his iPhone and 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 he decides it’s something he can try because it will make his wife happy and may just work Right then he tries some exercises Scenario leads to defining Paul’s needs

  23. What did one persona, Paul, teach us about design?

  24. Will this help Paul?

  25. Personas come in many different forms

  26. Agenda

  27. Best practices in persona development

  28. List your target user populations Refine if subgroups have specific needs or characteristics Ex: people who want to lose weight might be broken down by amount of weight to lose Consider secondary populations as conduits Ex: providers or caregivers Prioritize based on potential impact Select the 4 most important ones

  29. List relevant health status Include disabilities List relevant demographics such as age, gender, or ethnicity List the relevant environment such as devices and locations used Example: Paul was a commuter with an iPhone

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

  31. Select a target user population from your prioritized list Develop characteristics representing health status, demographics, and environment Give your persona a name and picture Create a quote that encapsulates the persona Check that characteristics are distributed reasonably Base your personas on research or validate 3. Create personas

  32. 4. Create scenarios • Walk through a day in each personas’ life • Initial use • What are the persona’s needs, expectations, fears, ? • What was the trigger or inciting incident? • Inciting comes from the Latin word incitare which means “to put into rapid motion, urge, encourage, and stimulate.” It’s an event that catalyzes your hero to “go into motion” and take action • Repeat use • Was initial experience positive or enticing enough to return? • Format • Narrative (like Paul) • Timeline or “customer journey”

  33. Focus on emotion

  34. 5. Evaluate your personas • Does this set of personas seem accurate? • Do they seem realistic? • Do they seem comprehensive? • What else do you need to know? .

  35. Redesign by considering their needs Design by considering their needs

  36. Agenda

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