Slides for the webredacteuren meeting op june 28th 2011: http://www.webredacteuren.com/2011/06/kennissessie-3-doelgroepen-en-personas/ From time to time I am organizing an open workshop. Somewhere between Amsterdam and Düsseldorf: Deutsch / German www.creative-companion.com/Data-Storytelling-with-personas/persona-workshop-deutsch.html Nederlands/Dutch www.creative-companion.com/Data-Storytelling-with-personas/persona-workshop-nederlands.html

1. DATA STORYTELLING
WITH PERSONAS
Christof Zürn
Utrecht 28 juni 2011

2. BRANDING
COMMUNICATION
DESIGN THINKING

7. THREE PROBLEMS WITH
INFORMATION AND DESIGN
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8. TRANSLATING USER DATA MEANINGFULLY
INTO DESIGN IS DIFFICULT
DESIGN DECISIONS ARE COMPLICATED AND ARE MADE OVER TIME.
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9. THOSE DOING THE RESEARCH AREN’T
THE ONES BUILDING THE PRODUCT
HOW DO YOU COMMUNICATE INFORMATION ABOUT
THE TARGET CONSUMER TO EVERYONE INVOLVED?
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10. WHEN DEVELOPING A RICH PRODUCT WITH A
LARGE TEAM, FEW PEOPLE HAVE THE SAME
CONSUMERS IN MIND WHEN MAKING
DECISIONS THAT AFFECT THE EXPERIENCE.
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11. PERSONAS CAN HELP!
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12. PERSONAS BRING FOCUS
For which type of user - you don’t design for everyone!
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13. PERSONAS BUILD EMPATHY
CREATIVE COMPANION Communicate the experience!
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14. PERSONAS ENCOURAGE CONSENSUS
Shared vision on targeting, what THEY need and HOW
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15. PERSONAS CREATE EFFICIENCY
Make key decisions earlier to avoid wasting time later
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16. PERSONA - WHAT IS IT?
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17. DEFINITIONS
“Personas are not real people ... they are hypothetical
archetypes of actual users ... defined with significant
rigor and precision“
Alan Cooper, the inmates are running the asylum
“It’s not about how you sell something,
it’s about how people buy!”
Michel Miller, Persuasion architect – Futurenow
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18. PER SONARE
In greek and latin drama “actors wore masks that
turned them into the Dramatis Persone the actor
becomes the person impersonated;
the persona is the guise and manifestation of the role
which disguises the personality of the actor.”
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19. PERSONA IS:
LIKE A MASK

20. PERSONA IS:
DATA
STORY
FORMAT
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21. PERSONA IS:
“ DATA STORYTELLING
REALITY PERSONAS
TELL THE STORY OF
BEHAVIOUR AND
INFORMATION OF
THE PAST
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22. PERSONA IS:
“ FUTURE PROJECTION
THE ASPIRATIONAL
PERSONA TELLS
THE STORY OF
THE FUTURE
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23. PERSONA IS:
A DESIGN TOOL
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24. THE TOOL I USE AS A STARTING POINT
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25. DOWNLOAD
FREE TEMPLATE:
WWW.SLIDESHARE.COM/CREACOMP
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26. 5 TIPS TO KEEP IN MIND WHILE
STARTING OR WORKING ON A
PERSONA PROJECT
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27. 1. HAVE EVERYONE OPERATING OFF THE SAME
DEFINITION OF PERSONA
ARCHETYPE
ACTUAL-REALITY
PERSONA
ASPIRATIONAL
STEREOTYPE
TARGET GROUP
AVERAGE CUSTOMER
PSYCHOLOGICAL TYPES
CUSTOMER PROFILE
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28. 2. MAKE A CHOICE AND FOCUS
There should always be a persona that is a little bit
more important than the others: primary persona
The next most important are secondary personas
The one we would wish to have in the near future:
aspirational persona
For who you are not designing: anti persona
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29. 3. MAKE THE PERSONAS FOR THE AUDIENCE THAT
HAS TO WORK WITH IT
business
sales
marketing designers
textual visual
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30. 4. USE ONE BASIC FORMAT
NAME | DESPRIPTOR | PERSONA TYPE
DATE | VERSION NUMBER
KEYVISUAL | BEHAVIOUR | MEDIA
CENTRAL QUOTE
TEXT DESCRIPTION
WHO | GOALS | ATTITUDE | BEHAVIOUR
FOCUS AREA | REFERENCE | SOURCES | CONTACT | PERSONA WEBSITE
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31. 5. IT’S NOT ABOUT THE TOOL, IT’S ABOUT THE PLAY!
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32. MORE INFORMATION?
READ CONTACT WORKSHOP
Christof Zürn 23 juni Amstelveen
christof@creative-companion.com http://j.mp/lOge5X
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