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

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Design for People Mad*Pow is a design agency that improves the experiences people have with technology, organizations and each other. 2 Personas: The cause of and solu1on to all of lifes problems 3 Personas: The cause of and solu1on to all of lifes problems Personas: The cause of and solu1on to all of lifes problems 4 Personas: The cause of and solu1on to all of lifes problems 5 Personas: The cause of and solu1on to all of lifes problems 6 Personas: The cause of and solu1on to all of lifes problems 7 JOURNEYMAPPING WORKSHOP Where did they park? Why here and not a compe2tor? What drink were they in the mood for? Did they find the staff friendly? How was the final product? Personas: The cause of and solu1on to all of lifes problems Expecta2ons Emo2ons Value Loyalty Advocacy Understanding Happiness Delight Ability Confidence Training Policy Process Infrastructure Loyalty Mo2va2on Communica2on Consistency Efficiency Sustainability Personas: The cause of and solu1on to all of lifes problems 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 paPersonas: The cause of and solu1on to all of lifes problems Common components of personas: Behaviors that related to the design challenge at hand A name Photo or visual resemblance (that does not infer a demographic) Relevant behavior stats (related to the design challenge) Emo2ons or emo2onal state Challenges Goals Connec2ons and associa2ons with other personas Personas: The cause of and solu1on to all of lifes problems PERSONA CREATION: A GUIDE Personas: The cause of and solu1on to all of lifes problems 15 1. Behavior over demographics 16 Personas: The cause of and solu1on to all of lifes problems 17 2. One size does not fit all 18 Thinking Goals Hearing Seeing Feeling Challenges 19 Personas: The cause of and solu1on to all of lifes problems 20 3. Avoid ambiguous details Personas: The cause of and solu1on to all of lifes problems 21 4. Acknowledge that someone will need to translate this. (be as concise as possible) Personas: The cause of and solu1on to all of lifes problems 22 5. Win at the game of telephone Empathy CAKE! Personas: The cause of and solu1on to all of lifes problems 23 6. Qualita2ve personas need qualita2ve research 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.VARIABLESINFOGOALExisting EducationMotivationTime ManagementClear SightedStabilityage 32ProfessionalMarried with ChildrenTHEIDEAL STUDENTFor 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. Attending an online university was a no-brainer. I already experienced the brick & 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. 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). QUICK NOTES Has easy access to computer, internet and familiar locations to focus on course work. Has a support team at work and at home to help with prioritization and time management Has financial resources to afford going to school and supporting daily life at the same time. Knows exactly why he or she is in school, has clear objectives and future career goals. Is familiar with higher education and requires little additional support and or motivation to achieve success. Looking to take my existing career to the next level. A degree from AIU is just the thing I need to push things forward. NEEDSFRUSTRATIONS A quiet desk and few free hours and the internet A legitimate accredited school to help me ad-vance in my career. Balancing schoolwork, existing job responsibili-ties and family. Having credits transfer from my old college can be frustrating, I want that effort to count! Other students can slow me down, especially in group work. PERSONAS Personas: The cause of and solu1on to all of lifes problems 26 7. Never embed a design-scenario in a persona! Personas: The cause of and solu1on to all of lifes problems 27 Personas: The cause of and solu1on to all of lifes problems 28 Personas: The cause of and solu1on to all of lifes problems 29 STRATEGIC PARTNERSPEOPLEFAMILY & FRIENDSSOCIAL MEDIA COMMENTATERSWELLNESS SALESPERSONSTATE/FED LEGISLATIONSTATE/FED REGULATORSHR BENEFITS ADMINCONTENT CREATORINTERNAL SALES DTF/DSPOCCOMPANY CONTACTUCCIITOFFICE ASSISTANT3RD PARTY VENDOROTHER PATIENTSGOVNT ADMINBLOGGERS RECEPTION BROKERHYGIENISTDENTIST STATES VS. OVERSEASCONFERENCESAT WORKAT HOMEBENEFITSFAIRMILITARY EVENTSPROVIDER OFFICEEXAM ROOMWAITING ROOMPARKING LOTSCOMMUNITY OUTREACHTRAVELINGONLINEIN CARREMOTE VS. POPULATED AREACO-WORKERSDEPENDENTS REPORTERSRECOVERYKIDS BEGIN DENTAL CAREUSE MYDENTAL BENEFITSUNDERWRITINGONBOARDINGCHANGE PLANCHOOSE DENTAL TREATMENTEMERGENCY PROTOCOLBENEFITS SELECTIONACCOUNT INSTALLATIONMEMBER REGISTRATIONMAKE AN APPOINTMENTSUBMIT A CLAIMINQUIRYREFERRALMAKE A PAYMENTHOME CARE & MAINTENANCEONLINE REGISTRATIONCAN CREATIONACTIVE DUTY ACTIVATIONTRAVEL TO DENTISTCOST-ESTIMATORAUTHORIZATION APPROVALLODINJURYSTRATEGIC PARTNERSINFO STOREAUTHORIZATION SUBMISSIONLOD APPROVALMILITARY INSTALLATIONGRIEVANCESSUBMIT AN APPEALAUDITSGO TO DENTISTFIND A DENTIST MOVINGPLAN/PRODUCTSOPINIONLABNEWSCOVERAGECOMPUTERBILLSCOVERED SERVICES TABLETEMPLOYER WEBSITESPROVIDER AMENITIESBENEFITSGRIDMY DENTAL BENEFITSWEBSITESMONEYPHONELETTERSFAD(WEB APP)MARKETING MATERIALSCHOMPER CHUMSADVERSEDECISION LETTERADVERTISING/COLLATERALEXCHANGE/PART-NER WEBSITESCOST-ESTIMATORINSURANCEEOBSMDB(WEB APP)PREDETERMINATIONDEERS/DECS CALLINSURANCECLAIMSFORMSBILLINGEMAILSWRITTENCORRESPONDENCEGOOGLEMAPSID CARDLODDOCUMENTATIONCOMMAND MEMORANDUMREFERRALSREVIEWSMEMBERAPPFIND A DENTIST TOOLSCHEDULING TOOL/SYSTEMPROVIDERCREDENTIALSPROVIDER POST CARD REMINDERPROVIDER PHONEREMINDERSOCIALMEDIAMOBILE APPS UCD WEBSITEENVIRONMENTS PROCESSES ARTIFACTSDENTAL SUPPLY REPPEOPLEORAL SURGEONOTHER DENTISTSPHARMACYLABINSURANCE COMPANYFAMILYOFFICE MANAGERHYGIENISTSSPECIALISTSRECORD KEEPINGTRAFFICPARKINGLOTADMINSPACEOPERATING ROOMLOCATIONWAITING ROOMOFFICE ASSISTANTRECEPTIONIST PATIENTSSENDING EMAILSFILINGCLAIMSSCHEDULINGAPPOINTMENTSFACILITY MAINTENANCEGREETING PATIENTSCREDENTIAL-INGOBTAINING LICENSING REQCLEANING TEETHBILLING PATIENTSCONDUCTING PROCEDURESBEING ON-CALL FOR HOURSCONDUCTING EXAMSPHONECALLSORDERSUPPLIES MARKETINGFAXWEBSITEMY PATIENT BENEFITS EMAILPRACTICE MANAGEMENT SOFTWAREMAILDENTAL EQUIP-MENT/TOOLSPHONECOMPUTERS NETWORKENVIRONMENTS PROCESSES ARTIFACTSBANKINGPEOPLEPARTNER ENROLLMENT DEPARTMENTPARTNER SALES REPTPASOTHER EMPLOYEESDENTAL ELECTRONIC SERVICESIT SUPPORTOTHER CARRIERSPARTNER ACCOUNT INSTALLATIONTRADEEVENTSPAPERHEALTH & BENEFITS FAIRSOPEN ENROLLMENTBROKER OFFICEPRIVATE EXCHANGEMOBILEPUBLIC EXCHANGEACCOUNT INSTALLATIONMEMBERSHIP AND BILLINGPEGA SYSTEM ANALYSTOPEN ENROLLMENTENROLLMENT PROCESSPERFORMANCE GUARENTEERESEARCH ON AN EXCHANGEREVIEW CLAIMS EXP.BILLING PROCESSMEMBER COMPLAINTSBROWSE ON THE WEBSITEREVIEW OF LAWSBILLPAYMENTREVIEW NETWORK SUFFICIENCYDETERMINE FUNDINGNEED FOR INSURANCEONBOARDING EMPLOYEESREVIEW OF COMPETITORSFINALIST PRESENTATIONDETERMINE BENEFIT BUDGETSREQUEST A QUOTEGEMUSERROR REPORTINGPREMIUMFILES CERTIFICATIONSE-DELIVERY (ENROLLMENT)SHARPOINT (MAINT. FORMS)POLICY DOCUMENTAGL (INSTALLA-TION & MAINT.)DEMO-GRAPHICSRATECARDSALES BROCHURESGPA (POLICY) COBE (INSTAL-LATION TOOL)GEO-REPORTPRIVATE EXCHANGEELECTRONIC FORMSADMIN KITS GLI E-QUOTEACCOUNT MANAGEMENT PORTALE-BILLUTILIZATION REPORTCONCORDIA CONNECTPUBLIC EXCHANGEINVOICESELECTRONIC COMMUNICATIONPAPER ENROLLMENTENVIRONMENTS PROCESSES ARTIFACTSDENTAL SUPPLY REPPEOPLEORAL SURGEONOTHER DENTISTSPHARMACYLABINSURANCE COMPANYFAMILYOFFICE MANAGERHYGIENISTSSPECIALISTSRECORD KEEPINGTRAFFICPARKINGLOTADMINSPACEOPERATING ROOMLOCATIONWAITING ROOMOFFICE ASSISTANTRECEPTIONIST PATIENTSSENDING EMAILSFILINGCLAIMSSCHEDULINGAPPOINTMENTSFACILITY MAINTENANCEGREETING PATIENTSCREDENTIAL-INGOBTAINING LICENSING REQCLEANING TEETHBILLING PATIENTSCONDUCTING PROCEDURESBEING ON-CALL FOR HOURSCONDUCTING EXAMSPHONECALLSORDERSUPPLIES MARKETINGFAXWEBSITEMY PATIENT BENEFITS EMAILPRACTICE MANAGMENT SOFTWAREMAILDENTAL EQUIP-MENT/TOOLSPHONECOMPUTERS NETWORKENVIRONMENTS PROCESSES ARTIFACTSECOSYSTEMSMEMBERPROVIDEREMPLOYERBROKERPersona Vs. Archetype PERSONAS 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. Users who are confortable and proficient using mobile technology for day to day ac6vi6es. 8. Choose when not to use a persona Thanks!.PERSONAS ACTIVITY SENSING: What might the customer be thinking? What knowledge do they have? SAYING: What are some quotes, ques2ons, and defining words the customer might say? DOING: What ac2ons and behaviors might they engage in? FEELINGS: What emo2ons might they be feeling? GOALS: What are they trying to achieve through interac2ng with the business? USE NEEDS: What makes a useful, usable, smooth experience for the customer? Thinking Goals Hearing Seeing Feeling Challenges