a persona by any other name - ux new zealand · 2018. 5. 7. · deignworks 2016 a persona by any...
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A Persona by any other name...
Kat Hardisty Customer Experience Director, Designworks
October 2016
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Personas are all the same, right?
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Yeah, not quite....
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Common types of Personas
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• Based on quantitative data• Demographic segmentations• Often found in marketing
teams• Customers move between
them at different stages of their life
Demographic Personas
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• Based on quantitative data• Demographic segmentations• Often found in marketing
teams• Customers move between
them at different stages of their life
Demographic Personas
Good for
✓ Targeted marketing campaigns and tracking changes in customer base make-up over time
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• Based on quantitative data• Demographic segmentations• Often found in marketing
teams• Customers move between
them at different stages of their life
Demographic Personas
Good for
✓ Targeted marketing campaigns and tracking changes in customer base make-up over time
Not so good for
✗ Predicting behaviour ✗ Driving innovations
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• Based on internal knowledge of customers
• Fastest and easiest to create
• Highly likely to be lacking in accuracy
• Often found in Agile / Lean teams
Assumptive Personas
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• Based on internal knowledge of customers
• Fastest and easiest to create
• Highly likely to be lacking in accuracy
• Often found in Agile / Lean teams
Assumptive Personas
Good for
✓ Tactical, short-term use when you don’t have budget or time
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• Based on internal knowledge of customers
• Fastest and easiest to create
• Highly likely to be lacking in accuracy
• Often found in Agile / Lean teams
Assumptive Personas
Good for
✓ Tactical, short-term use when you don’t have budget or time
Not so good for
✗ Long-term use as they embed assumptions and biases
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Beware of the zombies...
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• Based on deep-dive qualitative research
• Focussed on the ‘hidden’ insights — attitudes, motivators, values
• Unconnected to demographics• Usually found in customer
experience / insights teams
Attitudinal Personas
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• Based on deep-dive qualitative research
• Focussed on the ‘hidden’ insights — attitudes, motivators, values
• Unconnected to demographics• Usually found in customer
experience / insights teams
Attitudinal Personas
Good for
✓ Predicting future behaviour ✓ Influencing behaviour ✓ Innovating
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• Based on deep-dive qualitative research
• Focussed on the ‘hidden’ insights — attitudes, motivators, values
• Unconnected to demographics• Usually found in customer
experience / insights teams
Attitudinal Personas
Good for
✓ Predicting future behaviour ✓ Influencing behaviour ✓ Innovating
Not so good for
✗ Market sizing and segmentations (can be done, but extra work required)
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• Based on quantitative insights
• Often created through social media analysis, usage trends, etc
• Likely to be spotted in marketing teams
Quantitative Personas
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• Based on quantitative insights
• Often created through social media analysis, usage trends, etc
• Likely to be spotted in marketing teams
Quantitative Personas
Good for
✓ Planning marketing campaigns, understanding usage trends
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• Based on quantitative insights
• Often created through social media analysis, usage trends, etc
• Likely to be spotted in marketing teams
Quantitative Personas
Good for
✓ Planning marketing campaigns, understanding usage trends
Not so good for
✗ Understanding behaviours and motivators
✗ Eliminating biases
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• Focussed on particular circumstances such as life moments, abilities, etc
• Can be assumptive or attitudinal (although usually assumptive)
• Most often spotted in service design teams
• People usually move in an out of them during their life
Circumstantial Personas
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• Focussed on particular circumstances such as life moments, abilities, etc
• Can be assumptive or attitudinal (although usually assumptive)
• Most often spotted in service design teams
• People usually move in an out of them during their life
Circumstantial Personas
Good for
✓ Educating teams on different customer circumstances
✓ Focussing on needs at certain times
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• Focussed on particular circumstances such as life moments, abilities, etc
• Can be assumptive or attitudinal (although usually assumptive)
• Most often spotted in service design teams
• People usually move in an out of them during their life
Circumstantial Personas
Good for
✓ Educating teams on different customer circumstances
✓ Focussing on needs at certain times
Not so good for
✗ Market sizing and segmentations
✗ Predicting behaviours and motivators
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Which Persona?
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Remember:
All are valid. All have their strengths and weaknesses.
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Identify what you are aiming to achieve.
Your goal will determine which type of Persona is most suitable.
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Thanks!
Kat Hardisty Customer Experience Director, Designworks