So you created behavioral personas now what
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Rick Damaso's presentation from the UXPA Boston 2016 conference
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So you created behavioral personas now what
- 1. So you’ve built personas…now what? UXPA Boston 10-Minute Talk Hit Rick up at… @Rdamas0 #UXPABoston2016 #klievents
- 2. • Conducted UX Research on 3 different continents • Led Qual & Quant research engagements with some of the worlds iconic brands in industries like FinTech, Consumer Retail, Manufacturing, and Automotive. • I get excited about my job everyday because I work with a brilliant team —whose sole purpose is to work with other brilliant teams— to improve customers' experiences. • My UX Moto: ”Collectively, we are never done improving UX/CX. That's why it takes a sense sense of passion and humility to do what we do. When I’m not UX’ing I like to: ▪ Golf…well try to golf…ok I kind of suck but I like to play—give me a break. Who’s this guy? RICK DAMASO USER EXPERIENCE RESEARCHER KEY LIME INTERACTIVE What has he done?
- 3. What can you do in 10 minutes?
- 4. Unsubscribe from all those junk emails you always ignore. Here’s a cool tool to help you — try Unroll.me
- 5. Practice something you’ve always to learn… Maybe some dance lessons? Or a new language – try Google’s Language Immersion ext.
- 6. Random act of kindness… A paper published in The Official Journal of the American Psychosomatic Society, concluded that “people who regularly gave support to others showed a reduced response in regions of the brain related to stress.” The study was published in Psychosomatic Medicine (Inagaki et al., 2016).
- 7. But what about in these 10 minutes?
- 8. ▪ How to empower yourself —and your team— to make personas actionable and sustainable. ▪ What you will need to get there: ▪ “Buy-in” from stakeholders ▪ Answering what these artifacts/assets mean to your organization ▪ Creating a roadmap to nurture/iterate your personas What are you going to walk away with?
- 9. Stakeholders Who remembers the golden rule?
- 10. What do you mean you want to create behavioral personas? We just got the customer segmentation from Marketing.
- 11. So what do we do to get the right buy in from the right people? Step 1: Identify the right people, no one likes to feel left out Step 2: Outline a plan that shows how this output benefits them and their goals individually Step 3: Engage them in an open dialogue about your plans, not a script Step 4: Find the golden nugget Step 5: Deliver!
- 12. Synthesizing You don’t have to be a mad scientist to figure this out.
- 13. What do you mean you want to create behavioral personas? We just got the customer segmentation from Marketing. You Your Audience
- 14. Root causes for lack of acceptance & understanding ▪ Individuals feel they were not involved; reject findings ▪ No one to champion your research; remember those stakeholders? ▪ Poor socialization strategy; Persona Day vs Sharepoint ▪ Language/context of personas; is it actionable ▪ System overload; brain dump vs periodic updates
- 15. Sustainability & Staying Power Never forget, personas are living breathing entities.
- 16. The Goal Personas are muses that allows data, not opinions, to inspire others when it comes to design, CRM or any decisions that impact your customer’s experience. Personas should be predictive and actionable for it’s end users—even in an evolving competitive landscape. 1. Using behavioral targeting to improve engagement, experience and personalize the experience. 2. Setting periodic touch points with stakeholders, designers, engineers, customer service, IT. 3. Iterate! What will V2, V3 of your personas look like? The Challenge Keep our personas relevant, informed and plugged in.
Editor's Notes
- A lot has been written about how to create personas, and each companies secret sauce. Although there are clear examples of good and bad personas, there are really three basic ingredients to create them. Similarly to beer, you’ve got wheat, barley and hops. Depending on how mix and match and play with those combinations, that’s how you get a Guinness vs a Pale Ale. This is similar to what we see with how agencies and teams create personas. Quant- Leverage previous data, large scale quant study, Cluster analysis Qualitative deep dive interviews to understand the why, which is what personas so powerful Validation — whether it is a follow up quant, mapping back to your existing data to model behaviors, But ultimately, it’s not that process that separates the utility of personas, it has more to do with the before and after which is what we will cover today.
- Our CEO, Ania Rodriguez, and I were talking to this smart exec, 10 seconds shelf life for report. So what do we do as UX focused individuals to extend the life cycle of these assets? What do we do to keep our team coming back for more information and how do we set ourselves up for the research to to continue bearing fruit?
- Golden nuggets- understanding customer motivations, shared behaviors, goals, artificial intelligence and what it means moving forward Deliver- build skeleton personas with the KPI you plan to include, the different areas of observation
- System overload- the reveal of the personas is one massive brain dump, all day combing through the output and the process as to how we got there. We have found that when working on personas —and other engagements— there is a tendency to horde all of the information until the final delivery. This does not mean, go back I don’t like these findings, it’s all about framing the data in the right context and language. Language- what does your audience hope to take away, are you giving them action-ready statements, do’s don’ts etc. -When considering which TV to buy, I rely heavily on in-store recommendations and aesthetics. If I’m shopping online, I want as close to an in-store experience I can get, what dos that TV look, feel like? The average attention span in 2015 8.25 seconds The average attention span in 2000 12 seconds The average attention span of a gold fish 9 seconds Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press
- Teams and marketers have conventionally used web analytics at an aggregate level. But you are missing a huge opportunity if they do not map personas back to leverage web analytics as a source of behavioral insights on prospects and customers. THIS IS KEY IN SEPARATING SNAPSHOT PERSONAS VS FORWARD THINKING/ACTIONABLE PERSONAS. THIS IS THE REAL REASON WHY WE DO THIS RESEARCH IN THE FIRST PLACE. Using behavioral targeting, web analytics can improve: customer engagement, customer experiences, and increasing sales by offering targeted timely advertising, messaging or product suggestion. It’s all about personalize the experience and tailoring the communications and interactions in those micro-moments. What to mine for? Individuals' personal preferences and current product or content interests Where individuals stand within the buying or customer life cycle When they are most susceptible to being persuaded, converted, or up-sold When timely action must be taken to retain them Which offers will be seen as most relevant and persuasive How much each individual will be willing to spend