Personas, the Cause of and Solution to All of Life's Problems - UXPA Boston 2015 - Jonathan Podolski

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<ul><li><p>Design for People Mad*Pow is a design agency that improves the </p><p>experiences people have with technology, organizations and each other. </p></li><li><p>2 </p><p>Personas: The cause of and solu1on to all of lifes problems </p></li><li><p>3 </p><p>Personas: The cause of and solu1on to all of lifes problems </p></li><li><p>Personas: The cause of and solu1on to all of lifes problems </p><p>4 </p></li><li><p>Personas: The cause of and solu1on to all of lifes problems </p><p>5 </p></li><li><p>Personas: The cause of and solu1on to all of lifes problems </p><p>6 </p></li><li><p>Personas: The cause of and solu1on to all of lifes problems </p><p>7 </p></li><li><p>JOURNEYMAPPING WORKSHOP Where did they park? Why here and not a compe2tor? </p><p>What drink were they in the mood for? </p><p>Did they find the staff friendly? </p><p>How was the final product? </p></li><li><p>Personas: The cause of and solu1on to all of lifes problems </p></li><li><p> Expecta2ons Emo2ons Value Loyalty Advocacy Understanding Happiness Delight Ability Confidence </p><p> Training Policy </p><p>Process Infrastructure </p><p>Loyalty Mo2va2on </p><p>Communica2on Consistency </p><p>Efficiency Sustainability </p></li><li><p>Personas: The cause of and solu1on to all of lifes problems </p><p>Personas Personas are not real people, but they are based on the behaviors and mo5va5ons of real people we have observed and represent them throughout the design process. They are composite archetypes based on behavioral data gathered from the many actual users encountered in ethnographic interviews. They describe pa</p></li><li><p>Personas: The cause of and solu1on to all of lifes problems </p><p>Common components of personas: Behaviors that related to the design challenge at hand </p><p> A name </p><p> Photo or visual resemblance (that does not infer a demographic) </p><p> Relevant behavior stats (related to the design challenge) </p><p> Emo2ons or emo2onal state </p><p> Challenges </p><p> Goals </p><p> Connec2ons and associa2ons with other personas </p></li><li><p>Personas: The cause of and solu1on to all of lifes problems </p></li><li><p>PERSONA CREATION: A GUIDE </p></li><li><p>Personas: The cause of and solu1on to all of lifes problems </p><p>15 </p><p>1. Behavior over demographics </p></li><li><p>16 </p></li><li><p>Personas: The cause of and solu1on to all of lifes problems </p><p>17 </p><p>2. One size does not fit all </p></li><li><p>18 </p><p>Thinking </p><p>Goals </p><p>Hearing Seeing </p><p>Feeling </p><p>Challenges </p></li><li><p>19 </p></li><li><p>Personas: The cause of and solu1on to all of lifes problems </p><p>20 </p><p>3. Avoid ambiguous details </p></li><li><p>Personas: The cause of and solu1on to all of lifes problems </p><p>21 </p><p>4. Acknowledge that someone will need to translate this. (be as concise as possible) </p></li><li><p>Personas: The cause of and solu1on to all of lifes problems </p><p>22 </p><p>5. Win at the game of telephone Empathy CAKE! </p></li><li><p>Personas: The cause of and solu1on to all of lifes problems </p><p>23 </p><p>6. Qualita2ve personas need qualita2ve research </p></li><li><p>PERSONAS I Started family life early and was not able to complete all the college level education that I wanted. With the job I have, now is a great time to go back to school. I love the concept of online courses, this allows us to manage my time with work and family.</p><p>VARIABLES</p><p>INFO</p><p>GOAL</p><p>Existing Education</p><p>Motivation</p><p>Time Management</p><p>Clear Sighted</p><p>Stability</p><p>age 32</p><p>Professional</p><p>Married with Children</p><p>THEIDEAL STUDENT</p><p>For me going back to school was less about starting over and more about advancing my existing career. Having this degree is just what I need to move further up the ladder. </p><p>Attending an online university was a no-brainer. I already experienced the brick &amp; mortar traditional college life a few years back. I received an associates degree at the local community college and the only real difference with AIU is that I can attend classes in my living room and not loose any time with the family. </p><p>Other than getting used to the online tools, the edu-cational experience is familiar. I dont need that much support (other than from my professor in advanced calculus). </p><p>QUICK NOTES</p><p> Has easy access to computer, internet and familiar locations to focus on course work. </p><p> Has a support team at work and at home to help with prioritization and time management</p><p> Has financial resources to afford going to school and supporting daily life at the same time. </p><p> Knows exactly why he or she is in school, has clear objectives and future career goals. </p><p> Is familiar with higher education and requires little additional support and or motivation to achieve success. </p><p>Looking to take my existing career to the next level. A degree from AIU is just the thing I need to push things forward. </p><p>NEEDS</p><p>FRUSTRATIONS</p><p> A quiet desk and few free hours and the internet</p><p> A legitimate accredited school to help me ad-vance in my career. </p><p> Balancing schoolwork, existing job responsibili-ties and family. </p><p> Having credits transfer from my old college can be frustrating, I want that effort to count! </p><p> Other students can slow me down, especially in group work. </p></li><li><p>PERSONAS </p></li><li><p>Personas: The cause of and solu1on to all of lifes problems </p><p>26 </p><p>7. Never embed a design-scenario in a persona! </p></li><li><p>Personas: The cause of and solu1on to all of lifes problems </p><p>27 </p></li><li><p>Personas: The cause of and solu1on to all of lifes problems </p><p>28 </p></li><li><p>Personas: The cause of and solu1on to all of lifes problems </p><p>29 </p><p>STRATEGIC PARTNERS</p><p>PEOPLE</p><p>FAMILY &amp; FRIENDS</p><p>SOCIAL MEDIA COMMENTATERS</p><p>WELLNESS SALESPERSON</p><p>STATE/FED LEGISLATION</p><p>STATE/FED REGULATORS</p><p>HR BENEFITS ADMIN</p><p>CONTENT CREATOR</p><p>INTERNAL SALES DTF/DSPOC</p><p>COMPANY CONTACT</p><p>UCCIIT</p><p>OFFICE ASSISTANT</p><p>3RD PARTY VENDOR</p><p>OTHER PATIENTS</p><p>GOVNT ADMIN</p><p>BLOGGERS RECEPTION BROKER</p><p>HYGIENIST</p><p>DENTIST STATES VS. OVERSEAS</p><p>CONFERENCES</p><p>AT WORK</p><p>AT HOME</p><p>BENEFITSFAIR</p><p>MILITARY EVENTS</p><p>PROVIDER OFFICE</p><p>EXAM ROOM</p><p>WAITING ROOM</p><p>PARKING LOTS</p><p>COMMUNITY OUTREACH</p><p>TRAVELING</p><p>ONLINE</p><p>IN CAR</p><p>REMOTE VS. POPULATED AREA</p><p>CO-WORKERS</p><p>DEPENDENTS REPORTERS</p><p>RECOVERY</p><p>KIDS BEGIN DENTAL CARE</p><p>USE MYDENTAL BENEFITS</p><p>UNDERWRITING</p><p>ONBOARDING</p><p>CHANGE PLAN</p><p>CHOOSE DENTAL </p><p>TREATMENT</p><p>EMERGENCY PROTOCOL</p><p>BENEFITS SELECTION</p><p>ACCOUNT INSTALLATION</p><p>MEMBER REGISTRATION</p><p>MAKE AN APPOINTMENT</p><p>SUBMIT A CLAIM</p><p>INQUIRY</p><p>REFERRALMAKE A PAYMENT</p><p>HOME CARE &amp; MAINTENANCE</p><p>ONLINE REGISTRATION</p><p>CAN CREATION</p><p>ACTIVE DUTY ACTIVATION</p><p>TRAVEL TO DENTIST</p><p>COST-ESTIMATOR</p><p>AUTHORIZATION APPROVAL</p><p>LODINJURY</p><p>STRATEGIC PARTNERS</p><p>INFO STORE</p><p>AUTHORIZATION SUBMISSION</p><p>LOD APPROVAL</p><p>MILITARY INSTALLATION</p><p>GRIEVANCES</p><p>SUBMIT AN APPEAL</p><p>AUDITS</p><p>GO TO DENTIST</p><p>FIND A DENTIST MOVING</p><p>PLAN/PRODUCTS</p><p>OPINIONLAB</p><p>NEWSCOVERAGE</p><p>COMPUTER</p><p>BILLS</p><p>COVERED SERVICES TABLET</p><p>EMPLOYER WEBSITES</p><p>PROVIDER AMENITIES</p><p>BENEFITSGRID</p><p>MY DENTAL BENEFITS</p><p>WEBSITES</p><p>MONEYPHONE</p><p>LETTERSFAD</p><p>(WEB APP)</p><p>MARKETING MATERIALS</p><p>CHOMPER CHUMS</p><p>ADVERSEDECISION LETTER</p><p>ADVERTISING/COLLATERAL</p><p>EXCHANGE/PART-NER WEBSITES</p><p>COST-ESTIMATOR</p><p>INSURANCE</p><p>EOBS</p><p>MDB(WEB APP)</p><p>PREDETERMINATION</p><p>DEERS/DECS CALL</p><p>INSURANCE</p><p>CLAIMSFORMS</p><p>BILLING</p><p>EMAILS</p><p>WRITTENCORRESPONDENCE</p><p>GOOGLEMAPS</p><p>ID CARD</p><p>LODDOCUMENTATION</p><p>COMMAND MEMORANDUM</p><p>REFERRALSREVIEWS</p><p>MEMBERAPP</p><p>FIND A DENTIST TOOL</p><p>SCHEDULING TOOL/SYSTEM</p><p>PROVIDERCREDENTIALS</p><p>PROVIDER POST CARD REMINDER</p><p>PROVIDER PHONE</p><p>REMINDER</p><p>SOCIALMEDIA</p><p>MOBILE APPS UCD WEBSITE</p><p>ENVIRONMENTS PROCESSES ARTIFACTS</p><p>DENTAL SUPPLY REP</p><p>PEOPLE</p><p>ORAL SURGEON</p><p>OTHER DENTISTS</p><p>PHARMACY</p><p>LAB</p><p>INSURANCE COMPANY</p><p>FAMILY</p><p>OFFICE MANAGER</p><p>HYGIENISTS</p><p>SPECIALISTS</p><p>RECORD KEEPING</p><p>TRAFFIC</p><p>PARKINGLOT</p><p>ADMINSPACE</p><p>OPERATING ROOM</p><p>LOCATION</p><p>WAITING ROOM</p><p>OFFICE ASSISTANT</p><p>RECEPTIONIST PATIENTS</p><p>SENDING EMAILS</p><p>FILINGCLAIMS</p><p>SCHEDULINGAPPOINTMENTS</p><p>FACILITY MAINTENANCE</p><p>GREETING PATIENTS</p><p>CREDENTIAL-ING</p><p>OBTAINING LICENSING REQ</p><p>CLEANING TEETH</p><p>BILLING PATIENTS</p><p>CONDUCTING PROCEDURES</p><p>BEING ON-CALL FOR HOURS</p><p>CONDUCTING EXAMS</p><p>PHONECALLS</p><p>ORDERSUPPLIES MARKETING</p><p>FAX</p><p>WEBSITE</p><p>MY PATIENT BENEFITS EMAIL</p><p>PRACTICE MANAGEMENT </p><p>SOFTWARE</p><p>MAIL</p><p>DENTAL EQUIP-MENT/TOOLS</p><p>PHONE</p><p>COMPUTERS NETWORK</p><p>ENVIRONMENTS PROCESSES ARTIFACTS</p><p>BANKING</p><p>PEOPLE</p><p>PARTNER ENROLLMENT DEPARTMENT</p><p>PARTNER SALES REP</p><p>TPAS</p><p>OTHER EMPLOYEES</p><p>DENTAL ELECTRONIC </p><p>SERVICES</p><p>IT SUPPORT</p><p>OTHER CARRIERS</p><p>PARTNER ACCOUNT </p><p>INSTALLATION</p><p>TRADEEVENTS</p><p>PAPER</p><p>HEALTH &amp; BENEFITS FAIRS</p><p>OPEN ENROLLMENT</p><p>BROKER OFFICE</p><p>PRIVATE EXCHANGE</p><p>MOBILE</p><p>PUBLIC EXCHANGE</p><p>ACCOUNT INSTALLATION</p><p>MEMBERSHIP AND BILLING</p><p>PEGA SYSTEM ANALYST</p><p>OPEN ENROLLMENT</p><p>ENROLLMENT PROCESS</p><p>PERFORMANCE GUARENTEE</p><p>RESEARCH ON AN EXCHANGE</p><p>REVIEW CLAIMS EXP.</p><p>BILLING PROCESS</p><p>MEMBER COMPLAINTS</p><p>BROWSE ON THE WEBSITE</p><p>REVIEW OF LAWS</p><p>BILLPAYMENT</p><p>REVIEW NETWORK </p><p>SUFFICIENCY</p><p>DETERMINE FUNDING</p><p>NEED FOR INSURANCE</p><p>ONBOARDING EMPLOYEES</p><p>REVIEW OF COMPETITORS</p><p>FINALIST PRESENTATION</p><p>DETERMINE BENEFIT </p><p>BUDGETS</p><p>REQUEST A QUOTE</p><p>GEMUS</p><p>ERROR REPORTING</p><p>PREMIUMFILES CERTIFICATIONS</p><p>E-DELIVERY (ENROLLMENT)</p><p>SHARPOINT (MAINT. FORMS)</p><p>POLICY DOCUMENT</p><p>AGL (INSTALLA-TION &amp; MAINT.)</p><p>DEMO-GRAPHICS</p><p>RATECARD</p><p>SALES BROCHURES</p><p>GPA (POLICY) COBE (INSTAL-LATION TOOL)</p><p>GEO-REPORT</p><p>PRIVATE EXCHANGE</p><p>ELECTRONIC FORMS</p><p>ADMIN KITS GLI E-QUOTE</p><p>ACCOUNT MANAGEMENT </p><p>PORTAL</p><p>E-BILL</p><p>UTILIZATION REPORT</p><p>CONCORDIA CONNECT</p><p>PUBLIC EXCHANGE</p><p>INVOICES</p><p>ELECTRONIC COMMUNICATION</p><p>PAPER ENROLLMENT</p><p>ENVIRONMENTS PROCESSES ARTIFACTS</p><p>DENTAL SUPPLY REP</p><p>PEOPLE</p><p>ORAL SURGEON</p><p>OTHER DENTISTS</p><p>PHARMACY</p><p>LAB</p><p>INSURANCE COMPANY</p><p>FAMILY</p><p>OFFICE MANAGER</p><p>HYGIENISTS</p><p>SPECIALISTS</p><p>RECORD KEEPING</p><p>TRAFFIC</p><p>PARKINGLOT</p><p>ADMINSPACE</p><p>OPERATING ROOM</p><p>LOCATION</p><p>WAITING ROOM</p><p>OFFICE ASSISTANT</p><p>RECEPTIONIST PATIENTS</p><p>SENDING EMAILS</p><p>FILINGCLAIMS</p><p>SCHEDULINGAPPOINTMENTS</p><p>FACILITY MAINTENANCE</p><p>GREETING PATIENTS</p><p>CREDENTIAL-ING</p><p>OBTAINING LICENSING REQ</p><p>CLEANING TEETH</p><p>BILLING PATIENTS</p><p>CONDUCTING PROCEDURES</p><p>BEING ON-CALL FOR HOURS</p><p>CONDUCTING EXAMS</p><p>PHONECALLS</p><p>ORDERSUPPLIES MARKETING</p><p>FAX</p><p>WEBSITE</p><p>MY PATIENT BENEFITS EMAIL</p><p>PRACTICE MANAGMENT </p><p>SOFTWARE</p><p>MAIL</p><p>DENTAL EQUIP-MENT/TOOLS</p><p>PHONE</p><p>COMPUTERS NETWORK</p><p>ENVIRONMENTS PROCESSES ARTIFACTS</p><p>ECOSYSTEMS</p><p>MEMBER</p><p>PROVIDER</p><p>EMPLOYER</p><p>BROKER</p></li><li><p>Persona Vs. Archetype </p><p>PERSONAS </p><p>Mike is an on the go businessman who has to be very organized with his 6me in order to fit everything into his very busy work days. Mke is always on his smart phone, using it for mee6ngs, sending email, and adjus6ng his schedule. </p><p>Users who are confortable and proficient using mobile technology for day to day ac6vi6es. </p><p>8. Choose when not to use a persona </p></li><li><p>Thanks!.</p><p>PERSONAS </p></li><li><p>ACTIVITY </p><p>SENSING: What might the customer be thinking? What knowledge do they have? </p><p>SAYING: What are some quotes, ques2ons, and defining words the customer might say? </p><p>DOING: What ac2ons and behaviors might they engage in? </p><p>FEELINGS: What emo2ons might they be feeling? </p><p>GOALS: What are they trying to achieve through interac2ng with the business? </p><p>USE NEEDS: What makes a useful, usable, smooth experience for the customer? </p><p>Thinking </p><p>Goals </p><p>Hearing Seeing </p><p>Feeling </p><p>Challenges </p></li></ul>