Keynote presented at ILA19 - Interaction Latin America, in Medellín CO.
Some tips on how to create personas (characterization of a specific customer group) from my own professional experiences leading UX Research challenges and creating personas from millions of users.
2. Karla
Cruz
UX in agencies
and consultancies
for brands such
UX Strategist and
Researcher
UX Researcher and
Service Designer
Today :)2008 - 2015 2016 - 2019
3. Karla
Cruz
UX in agencies
and consultancies
for brands such
UX Strategist and
Researcher
UX Researcher and
Service Designer
Today :)2008 - 2015 2016 - 2019
16. Personas Design Sprint
Understand
the data
Personas
prototype
Receive
feedback
Personas
sketch
Decide infos
& clusters
1st day 2nd day 3rd day 4th day 5th day
26. How does your
company see the
users?
What is the
next step?
How much money he transact Context and pain points
27. How does your
company see the
users?
What is the
next step?
How much money he transact
Frequency of use User behavior and reasons
Context and pain points
28. How does your
company see the
users?
What is the
next step?
How much money he transact
Frequency of use
Channel of use
Context and pain points
User behavior and reasons
Journey of use
30. WHEN ……………
I WANT TO …………...
SO I CAN …………...
WHEN ……………
I WANT TO …………...
SO I CAN …………...
1 2
WHEN ……………
I WANT TO …………...
SO I CAN …………...
3
Journey
JTBD
31. WHEN ……………
I WANT TO …………...
SO I CAN …………...
WHEN ……………
I WANT TO …………...
SO I CAN …………...
1 2
WHEN ……………
I WANT TO …………...
SO I CAN …………...
3
Persona & Journey
Persona & JTBD