The document discusses the importance of personas as a key tool for user experience. It provides an example persona of Mohammed Al Sadiq, a 27-year old unmarried business development manager in Jeddah, Saudi Arabia. The persona details his goals of opening his own investment management company, frustrations with his current job, family background, brand preferences, personality traits, and motivations. The presentation argues that personas are necessary to understand users and align organizations and services to better meet users' needs and expectations at an international level.

1. Persona: Key tool for user
experience
Excellence Dayz 2016 | Presentation by Patrick Roupin
p.roupin@esconsulting.com.sa
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2. Who is the user?
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3. Who is the user?
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4. Who is the user?Age?
Education? Social
Level?
Nationality?
Outlook?
Political
view?
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5. Who is the user?
Projects
ideology
Aspiration
Dream
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6. Who is the user?
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7. Organizational issue
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8. Who is the user?
Universal
Design
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9. Universal design
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10. Do you want
to be this?
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11. Because, you
have an identity
• Name
• Preference
• Taste
• Status
• Religion
• Nationality
• Etc.
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12. Universal design
Work Does not work
• To standardize function
• Usage pattern
• Interaction
• To build your brand and the user
experience associated to it.
Whaaa!!
Cool!
Like
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13. www.esconsulting.com.sa

14. www.esconsulting.com.sa

15. Mohammed Al Sadiq
27 years old
unmarried
Business development manager
at Kinan International in Jeddah.
Organizational alignment
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16. User research
User group
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17. We identify our
user group
User group
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18. We identify
common points
User group
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19. User group
• Taste
• Personality
• Preference
• Dream
• Culture
• Desire
• Etc.
We identify
common points
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20. User research
Observation Interview Experiment
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21. We study socio profiles
People
Choices
Social
Identity
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22. Identify the
persona within
the group
User group
Persona
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23. Organizational alignment
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24. Omar Al Sadiq
Hard Working Entrepreneurial
Moderately conservative Passionate
Goals
Frustrations
Bio
Motivations
Brands
Mood
Personality
"There is a natural aristocracy
among men. The grounds of
this are virtue and talents.”
Thomas Jefferson
Age: 27
Work: Business development
manager at Kinan
International, Jeddah
Family: unmarried
Location: Jeddah
Character: Impatient
Introvert Extrovert
Analytical Creative
Conservative Liberal
Passive Active
• He want to open a company that provides investment
management system solution. He has about SR 450 000 to
invest on his business.
• He want to be the number one provider in the country within 5
years.
He is sometimes frustrated that the business world move too fast. He
wonder if he will be able to catch-up the right business opportunity.
He do not really like his job, but do it truthfully as he need money to
open his own business.
Omar has great sense of family belonging. He appreciate the
company of his father and uncles. He inherit the taste for business
from them, his success could not be complete without his family.
He will buy a Mercedes-Benz cabriolet within 6 months. He like to
spend short holidays in Dubai, Las Vegas and Amsterdam. He has no
opinion and interest about politic, social and religion.
Incentive
Fear
Achievement
Growth
Power
Social
Colors

25. Who do you chose to be?
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26. Why do you need
a persona?
Reality
Future
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27. Today, people
expect services
at the level of
international
business and
social enterprise.
Persona is a key tool
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