natalia matulewicz creating user personas to give a human face to big data
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Head of User Experience at Playscan | @jag_natalia | natalia@playscan.com New Horizons in Responsible Gambling Conference, Vancouver, February 2015
USER PERSONAS GIVING A HUMAN FACE TO BIG DATA
Natalia Matulewicz
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
How we usually view Big Data!
S E GM E N T A T I O N S S T A T I S T I C S & A N A L Y T I C S
26%
17%
11%
10% 3%
33%
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
How we usually view Big Data!
S E GM E N T A T I O N S S T A T I S T I C S & A N A L Y T I C S
26%
17%
11%
10% 3%
33%
Formal Faceless Abstract
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
What if we could see it as persons?!
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
What if we could see it as persons?!
Human Personal DisUnct
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
The markeUng industry is doing it
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
SomeUmes demographics or search words isn’t enough…
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Personas are !fictional characters representative of a unique group of users !who share common goals!
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Persona A model of human behavior
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Doing good - Johnny
“Risky gambling? No way, I’m on a winning streak here”
AGE: OCCUPATION:
STATUS: LOCATION:
23 Storeman In a relaUonship Växjö, Sweden
BIO
Persona A model of human behavior
WEB SKILLS: SWEDISH SKILLS:
High Low
Johnny is new to gambling. He started bebng on sport games not long ago and he is doing quite well. Johnny believes that he has “an eye for the game”. He puts a lot of Ume and effort into the game -‐ he even does his own gambling staUsUcs on how well he is performing.
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Doing good - Johnny
“Risky gambling? No way, I’m on a winning streak here”
AGE: OCCUPATION:
STATUS: LOCATION:
23 Storeman In a relaUonship Växjö, Sweden
BIO
Persona A model of human behavior that is:
-‐ described as if it were a real person
WEB SKILLS: SWEDISH SKILLS:
High Low
Johnny is new to gambling. He started bebng on sport games not long ago and he is doing quite well. Johnny believes that he has “an eye for the game”. He puts a lot of Ume and effort into the game -‐ he even does his own gambling staUsUcs on how well he is performing.
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
SELF TEST Time
Bets
Economy Social EmoUonal
RISK LEVEL
RG TOOLS USAGE Weekly limits
Risk analysis
MOTIVATIONS • Curiosity • Thrill
GOALS • Increase gaming skills • ValidaUon
Sports Bebng & Poker GAME TYPES
A model of human behavior that is:
-‐ described as if it were a real person -‐ derived from contextual research data
Persona
Doing good - Johnny
“Risky gambling? No way, I’m on a winning streak here”
AGE: OCCUPATION:
STATUS: LOCATION:
23 Storeman In a relaUonship Växjö, Sweden
BIO
WEB SKILLS: SWEDISH SKILLS:
High Low
Johnny is new to gambling. He started bebng on sport games not long ago and he is doing quite well. Johnny believes that he has “an eye for the game”. He puts a lot of Ume and effort into the game -‐ he even does his own gambling staUsUcs on how well he is performing.
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Playscan Personas
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Benefits of using personas • Used to promote shared understanding & empathy
• Used to avoid one-size-fits-all solutions
• Focus on user goals and needs
• Used in stories to envision the future
“What would Johnny do?” over “What do people need?”
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Making data actionable using personas
An example
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Playscan Activation Page The page should:
• Feel trustworth
• Explain Playscan and its features
• Explain the relevance of acUvaUng
• AmracUve communicaUon -‐ a movie
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Playscan Activation Page The page should:
• Feel trustworth
• Explain Playscan and its features
• Explain the relevance of acUvaUng
• AmracUve communicaUon -‐ a movie
10% acUvated
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Playscan Activation Page
< What does
Johnny need?
The page should:
• Feel trustworth
• Explain Playscan and its features
• Explain the relevance of acUvaUng
• AmracUve communicaUon -‐ a movie
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
• Meet the user’s curiosity
• Focus on the user -‐ not on Playscan
• Easy to understand for a non naUve Swedish speaker
Playscan Activation Page
< What does
Johnny need?
The page should:
• Feel trustworth
• Explain Playscan and its features
• Explain the relevance of acUvaUng
• AmracUve communicaUon -‐ a movie
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Playscan Activation Page
< What does
Johnny need?
• Meet the user’s curiosity
• Focus on the user -‐ not on Playscan
• Easy to understand for a non naUve Swedish speaker
The page should:
• Feel trustworth
• Explain Playscan and its features
• Explain the relevance of acUvaUng
• AmracUve communicaUon -‐ a movie
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Playscan Activation Page
< What does
Johnny need?
• Meet the user’s curiosity
• Focus on the user -‐ not on Playscan
• Easy to understand for a non naUve Swedish speaker
The page should:
• Feel trustworth
• Explain Playscan and its features
• Explain the relevance of acUvaUng
• AmracUve communicaUon -‐ a movie 45%
acUvated
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Making data actionable using personas
Another example
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Wording
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
< What would Johnny do?
Wording
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Wording
< What would Johnny do?
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Wording
< What would Johnny do?
5x more clicks
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Making data actionable using personas
An encouragement
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | natalia@playscan.com | @jag_natalia
< What would Johnny do?
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