BUILD THE RIGHT PRODUCT BY UNDERSTANDING THE USER

1. BUILD THE RIGHT PRODUCT
BY UNDERSTANDING
THE USER
Rizki Mardita
UI/UX Designer & User Researcher

2. OUTLINE
Why we need Personas?
What are Personas?
Type of Personas
Where to I get the data?
How many Personas?
Anatomy of a Persona
Questions to ask during Persona development

3. How can we build
better product?
QUESTION
By better
understanding your
specific types of
users (Persona).
ANSWER

4. A persona is a representation of a user,
typically based off user research and
incorporating user goals, needs, and
interests.
-- Cooper --
WHAT ARE PERSONAS?

5. TYPES OF PERSONAS
Focus on demographic information, buying
motivations and concerns, shopping or buying
preferences, marketing message, media habits and
such.
MARKETING
PERSONAS

6. TYPES OF PERSONAS
Are used when there is no money or time to create
true research—based personas – they are based on
secondary research and the team’s educated guess
of who they should be designing for.
PROTO
PERSONAS

7. TYPES OF PERSONAS
Focus on user goals, current behavior, and pain
points as opposed to their buying or media
preferences and behaviors. They are based on field
research and real people.
DESIGN
PERSONAS

8. Surveys
Easy & inexpensive
Knowledge of question writing techniques is strongly recommended to avoid
biases.
Focus Groups
Allows collection of the ideas of a group of related users simultaneously
Must be careful of group think and vocal leaders.
Contextual Interviews
Can be costly
Interviewing in context of the users job. Kind of like shadowing
Site Metrics and Usage data
Data about visitor habits can help define the outliers and unique traits
Provides a baseline
WHERE TO I GET THE DATA?

9. Too many means your product is not
focused anough, and you may have
overcomplicating user goals.
The general rule of thumb is 3-5 per project
The personas should cover the 3-5 major user types the product is
supporting
HOW MANY PERSONAS?

10. Photos : Use representative photos that put a human face against the
persona and also tell reader something about the person behind the persona
Pensona names : A name humanizes the persona.
User quotes : A quote from somebody you met during research can bring
the persona to life and give a quick overview of that persona's state of mind
when trying to complete her goals.
Key goals : If you know what people want do on your product, you can
ensure you have everything in place to make sure they can do it.
Behaviors : Knowing what motivates people and how they are likely to be
feeling helps you create persuasive designs that will influence choices and
help reduce any worries they may have.
Must dos : A must do is a simple description of what you need to do to
support your users key tasks and behaviours.
Must nevers : A must never is the same as a must do except it focuses on
what you must avoid at all costs. Avoiding any of the points in your must
never section will help prevent desingning a system that will make your
useras feel lost or confused.
ANATOMY OF A PERSONA
What you need to include in your persona?

11. What is the purpose of the site?
What are the goals of the site?
Define the Purpose/Vision for the Product
The following questions and areas of discussion will
help you construct a snapshot of the visitors to your
product.
What specifically is it they’re trying to achieve?
What do they need to know?
What is their ultimate goal?
Key goals
What are their motivations for using the pruduct?
What are they likely to be feeling when they use your product?
What influences their choices?
What puts them off or makes them lose trust?
Behaviors
QUESTIONS TO ASK DURING PERSONA DEVELOPMENT

12. Product vision : Users can apply for a job with a good cv
PERSONAS
KEY GOALS
Create CV quickly
Could be seen by companies who need candidates
Can apply using a good cv
Can directly export to PDF and send it to the company's target
BEHAVIORS
I Need CV to apply for jobs
When I fill form data, so many steps that is very confusing
I like this, there are many template options
WE MUST
Improve User Experience when filling out the form
Providing a job to be able to directly apply for a job
Displays the job description on the CV
Create Mobile apps
Make Landing Page more attractive which explains deeper
cuuveed
WE MUST NEVER
Never add features that are less useful
Message very disturbing
SEBASTIAN GIOVINCY
AGE
OCCUPATION
STATUS
LOCATION
YEAR EXPERIENCE
28
UI/UX DESIGNER
MARRIED
JAKARTA
3 YEARS
"I just want to make CV
quickly"

13. THANK YOU