Persona/Scenario Design

1. Persona/
Scenario Design
(타깃 설정 및 퍼소나 설계)
2012.11.15
InnoUX CEO 최병호
InnoUX@InnoUX.com, @ILOVEHCI

2. Table of Contents
• Understanding
• Case Study
Persona/Scenario Design 1 © 2012 InnoUX & Innodesign All rights reserved.

3. Understanding

6. Personas lead to
better decisions
Personas for Strategy
Framework for business decisions,
offerings, channel usage, features
Personas for Marketing
Framework for marketing campaigns, branding,
messaging, market research
Personas for Design
Information architecture, interaction design, visual design,
content development, user testing
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

7. Segmentation: Marketing vs. Personas
Marketing Personas
Age
Behaviors
Income
Gender Goals
Other
demographics Attitudes
Sell to people Understand how people will actually
use the site
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

21. Qualitative Personas
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

22. User Interviews
• Cross-section of online customers, offline customers,
non-customers, other audiences
• 15 interviews is a good starting point
• Informal, loosely structured conversations
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

23. Segmentation by Goals
What are different people trying to do on the site?
Hierarchy of Goals
Be happy Motivator
Be independent Motivator
Buy a house Goal
Understand process Need
Learn about points Task
Other goals:
• Buy commercial property
• Get a mortgage loan
• Find an apartment • Get insurance
• Sell a house • Find a moving company
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

24. Segmentation by Behaviors and Attitudes
How do users differ based on what they do or how they think?
Behaviors: Attitudes:
• Frequency of real • Knowledge about
estate activity real estate
• Frequency of visits to • Motivators affecting users’
the site likelihood to
• Channel usage for various needs buy or sell
• Use of competitors • Perception of the
company/brand
• Etc.
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

25. Segmentation by Behaviors and Attitudes
Explore different combinations
Frequency of real estate activity
The risk-taker who thinks The pro who wants to use
he knows more than he site tools and doesn’t need
actually does help
The novice who needs a The smart one who wants
lot of guidance validation of what she
already knows
Knowledge about real estate
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

26. Segmentation by Behaviors and Attitudes
FedEx segmentation
Level of preparation
Me
Desired level of personal interaction
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

27. Qualitative Personas with Quantitative Validation
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

28. Surveys: Who
• Cross-section of users
• Goal: 100+ completions per segment
• 17,000 emails @ 3% completion rate = 500 completions
• Incentives and reminders can boost completion rate
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

29. Surveys: What
I. Questions to gather data on segmentation attributes (dependent variables)
1. Goal for visiting site (buy home, find apartment, etc.)
Frequency of site visits for each possible user goal
Importance of each possible goal to the user
2. Knowledge of real estate
Previous real estate experiences
User’s self-perception of real estate expertise
II. Questions to test the segmentation against
(independent variables)
1. Other behaviors (site/channel usage, feature usage, etc.)
2. Other attitudes (toward company, about self, etc.)
3. New features and content to test
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

30. Surveys: What
Recommended order of questions:
1. Current goals, usage, and behavior, including channel usage
2. History with the site and company
3. User of or importance of existing features and content
4. Satisfaction with existing features and content
5. Importance of new features and content
6. Psychographic questions
7. Demographic questions
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

31. Site Traffic Analysis
1. Entry pages
2. Referrers
3. Exit pages
4. Common paths
5. Feature usage
6. Search terms
7. Conversion rate
8. Duration
9. Frequency
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

32. CRM Data
1. Annual spending
2. Frequency of purchase
3. Products or services purchased
4. Channel usage
5. Customer support usage
6. Length of time as a customer
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

33. Quantitative Nirvana: Complete User Portrait
• Survey data
What the
user says
What the
What the user is
user does worth • CRM data
• Self-reported survey
data
• Site traffic analysis
• CRM data
• Self-reported survey data
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

34. Testing the Segmentation
Cross-tabs (pivot tables) in Excel
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

35. Quantitative Personas
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

45. Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

46. Photo
www.sxc.hu www.morguefile.com www.istockphoto.com
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

59. Persona Cards
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

60. Lifesize Cutouts
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

61. Persona Cubicle
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

62. Other Ideas for Keeping Personas Alive
• Posters
• Tchotchkes
• Day-in-the-life photos, audio diaries, etc.
• Role-playing
• Quizzes
• Staple to documents
• Email addresses
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

81. Case Study

82. References

83. 인용/참조 문헌
• Customer Research & Persona Development (Will Evans, Oct 13, 2012)
• Personas for SEO in 2012 (PubCon) (Michael King, Oct 16, 2012)
• Personas for Coders (Lane Halley, Sep 07, 2012)
• Using Personas In Web Design (Kathy Gill, Feb 09, 2012)
• Introduction to building and using personas and scenarios in design (penny hagen, Apr 28, 2009)
• Death To Personas! Long Live Personas! (Elizabeth Bacon, Oct 23, 2008)
• Data Driven Personas (Todd Zaki Warfel, Jun 13, 2007)
• Data Driven Design Research Personas (Todd Zaki Warfel, Sep 27, 2007)
• The User Is Always Right: Making Personas Work for Your Site (MulderMedia, Apr 25, 2007)
Persona/Scenario Design 82 © 2012 InnoUX & Innodesign All rights reserved.

84. 경청해주셔서
고맙습니다!