Information is not the same as insight, so while organizations have an increasing amount of data about their audiences, they don’t always know how to make sense of it — what belongs, what’s actionable, and what will really help them meet their evolving challenges.
Personas have been a well-known tool for describing audiences for some time, but they’ve usually been based on common denominators, indices and averages. As UX professionals, we understand that crafting compelling experiences begins with a deeper understanding of audiences than numbers alone will offer.
This talk introduces another approach to creating personas. This approach brings research and data into an empathetic framework to produce a more human and intuitive connection and a deeper sense of consumers' wants and needs. At the same time, it can transform the design process by using empathy to promote collaboration, break down functional walls, and builds consensus.
The Power of Empathy in a Big Data World (Presented to Chicago Interactive Design & Development Meetup Group)
1. "
The Power of Empathy
in a Big Data World
Gaining Insights Though Empathy-Based Personas
Chicago Interactive Design & Development Meetup
February 13, 2014
[bt] | Brand Therapy
2. Esteban González
Founder and Lead Strategist of
Brand Therapy.
We are an insights, strategy and ideas
boutique devoted to creating healthy,
sustainable brand relationships.
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5. Started with what we know about
members
They invest tons of
time and resources
gathering tons of
information about
them…
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6. Why does it often
seem, though, that
this is really how they
see them?
I ♥ ur
brand
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7. Personas have been a tool
Personas have been a
valuable tool for
developing a richer,
more human picture of
the customer…
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8. But we live in a time of big data, now don’t we…
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9. Personas have been a tool
“Here’s a simple rule for the
second machine age we’re in
now: as the amount of data
goes up, the importance of
human judgment should go
down…
The practical conclusion is that
we should turn many of our
decisions, predictions,
diagnoses, and judgments—
both the trivial and the
consequential—over to the
algorithms.”
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10. This is a little disconcerting, because a lot
of what we do is about human judgment,
particularly of relationships…
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11. Especially this one…
Advocacy
Loyalty
Purchasing
Behaviors
Social Media
Status
Attitudes
People
Identity
Partnerships
Values & Traits
Brands
Affiliations
Interests
Core Beliefs
Communications
Society
Culture
Media Context
Positioning
Relationships
Family & Friends
Channels
Competition
Marketplace
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12. A very smart guy once said,
“Not everything that can
be counted counts,
and not everything that
counts can be counted.”
dfs
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20. 1. More like a team
Empathy lets us see
ourselves and how we
work in a different
light…
2. More human
3. More in concert and
complementary
4. Less like silos
5. Less about describing,
more about creating
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27. The key is how we
process all the bits of
information we have…
sdfs
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28. Historically, most CARA members are women
Almost half of members are between 30 and 45
years of age
Draw on our own empathy
Members most often cite they like the
camaraderie and friendships, taking care of the
lakefront, and personal motivation
Frequent needs identified in surveys and our
focus groups: better programs for a broader
range of runners, from beginners to elites
Most people identify “runner advocacy” as a key
CARA activity, few, though, know what this is
Marathon training accounts for only a quarter of
members at any given time, but over half of
members will participate in a program
They are successful people: over 2/3 have
incomes over $75k; 2/5 earn over $100k
Just over half (54%) live in Chicago, and just
under half (44%) live in the suburbs; members
want more programs outside the city/north side
Newer members made up the largest group of
respondents to the 2011 membership survey
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Member running styles range; most report they
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run between 11 and 20 miles a week
29. Patterns that can shift how we think about audiences…
Things we can
measure
Demographics
Web transactions
Retail purchases
Social behavior
Things that speak
to empathy
Emotional drivers
behind preferences,
connections, tastes,
attitudes and values
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34. We make a Model…
We break down the
traditional ways of
describing customers
and make it more like
knowing an individual…
1. Their ideas about status
2. The things they trust
3. Their comfort zones
4. Their affinities for things
5. How they act in groups
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35. I find groups like CARA attractive for their…
Fun, friendships, and camaraderie
Expertise, resources, and benefits
My interests and passions are…
About mastering new things
About sanity and balance
When I think of volunteering, it’s more about…
A responsibility to give back
A personal choice to give back
I set personal and professional goals for myself…
To stay motivated, inspired
To keep me ahead of others
My first reaction to challenges that cross my path is to…
Look for new options ahead
Second-guess my previous decisions
Working in groups, professionally or with friends, I tend to…
Get along to go along
Be the squeaky wheel
When I walk to work or one of my favorite places, I…
Stick to the way I know
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Try a new way each time
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38. The point is to provoke…
1. Build confidence in the data
2. Trigger a personal connection
3. Prompt emotional details
beyond a simple story
4. Surface subtle differences in
experiences and attitudes
5. Stimulate discussion
adfa
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40. A diverse, crossfunctional group of
participants helps us
not be beholden to
titles or silos…
sdf
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41. Empathy is a personal
experience…
It becomes
transformational when it
happens in a group
working together.
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42. We brainstorm about things like…
Motivations — the reason or reasons one has for acting or behaving in a
particular way; the general desire or willingness of someone to do something
Aspirations — a hope or ambition of achieving something; the object of such
an ambition; a goal
Fears — a feeling of anxiety concerning the outcome of something or the
safety and well-being of someone
Frustrations — the feeling of being upset or annoyed, especially because of
inability to change or achieve; the prevention of the progress, success, or
fulfillment of something
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48. It’s about a focus group of “real” (imaginary) individuals…
Brenda
Intense runner, 45
A “true believer”
Accomplished and
respected professional
High expectations of the
organization
Heidi
Competitive runner, 28,
a transplant from NYC
Larry
Beverly
A returning runner, 50
Casual fitness runner, 34
Very focused on herself
Runs for fitness, to
maintain his health
Runs for fun, stay fit, to
connect with friends
Consumer minded, benefits
are there for her
Management, hard worker
and provider
Busy realtor, busy mom
A new prospect
Easy, convenient “me” time
Looking for a friendly and
smart running “mentor”
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49. That can lead us to understand the customer journey in new ways…
“I’ve been a
runner forever
and all my
friends know
me as a
runner. I’m out
there on the
lake year
‘round. Just
like a crazy
person…”
“I learned
about CARA a
long time ago.
It had quite a
reputation and
was a big part
of running
history in
Chicago…”
“I needed the
excitement of
being part of a
kind of
movement,
and I was a
true believer. I
needed that
sense of
mission…”
“I became
more involved
when I needed
more
challenge: my
PRs, races,
training for the
marathon —
and I loved
how they were
a watchdog for
the
lakefront…”
PROLOGUE
INTRODUCTION
EARLY
ENGAGEMENT
ENROLLMENT
I can run on
my own. I
need CARA to
have matured
like I have:
there are
serious issues
impacting
Chicagoans’
running life.
CARA should
tackle
those…”
ATTRITION
“I need to see
CARA is about
running as a
life choice,
and I need it
to be a
buttoned-up
leader
affecting
greater
change. I get
excited by the
Roads
Scholars,
runner
diversity, etc.
…”
WINBACK
“I need to see
there’s
something for
every person
and a path for
growth. From
just enjoying
running more
to making
running better
for
everyone…”
CONTINUITY
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52. All of this is possible when Empathy is baked into the process…
Absorb data and
look for patterns
Make research
user-friendly
Start with stories
that ring true
Dive into what’s
available. Get your
hands dirty with
guerrilla ethnography.
Take what you know
and turn it sideways.
Find dimensions that
make human sense.
Derail data-think.
Empathy comes from
people seeing things in
familiar terms.
Collaborate,
provoke and
conspire
With human truths,
everyone can
contribute. Be ready
for the baggage to
surface.
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53. “Empathy will be like literacy was in the 1300s.
Without it, one will be marginalized and unable to
function professionally."
Bill Drayton, social entrepreneur, founder of Ashoka
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57. “The single tool that does the best job at spreading
empathy throughout a business is the Persona."
Peter Merholz, Harvard Business Review
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