personas: the cause of, and solution to, all of life's problems

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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.

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Page 1: Personas: The Cause of, and Solution to, All of Life's Problems

Design for People Mad*Pow is a design agency that improves the

experiences people have with technology, organizations and each other.

Page 2: Personas: The Cause of, and Solution to, All of Life's Problems

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Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  

Page 3: Personas: The Cause of, and Solution to, All of Life's Problems

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Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  

Page 4: Personas: The Cause of, and Solution to, All of Life's Problems

Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  

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Page 5: Personas: The Cause of, and Solution to, All of Life's Problems

Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  

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Page 6: Personas: The Cause of, and Solution to, All of Life's Problems

Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  

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Page 7: Personas: The Cause of, and Solution to, All of Life's Problems

Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  

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Page 8: Personas: The Cause of, and Solution to, All of Life's Problems

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?  

Page 9: Personas: The Cause of, and Solution to, All of Life's Problems

Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  

Page 10: Personas: The Cause of, and Solution to, All of Life's Problems

 Expecta2ons  Emo2ons  Value  Loyalty  Advocacy  Understanding  Happiness  Delight  Ability  Confidence                      

 Training  Policy  

Process  Infrastructure  

Loyalty  Mo2va2on  

Communica2on  Consistency  Efficiency  

Sustainability                      

Page 11: Personas: The Cause of, and Solution to, All of Life's Problems

Personas:  The  cause  of  and  solu1on  to  all  of  life’s  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  pa<erns  of  behaviors,  needs,  goals,  expecta5ons,  senses,  knowledge,  etc.  of  the  people  who  will  interact  with  your  crea5on.  

They  are  the  characters  in  our  stories  

Common  components  of  personas:  

«  Name  

«  Photo  

«  Iden2fying  demographics  

«  Connec2ons  

Page 12: Personas: The Cause of, and Solution to, All of Life's Problems

Personas:  The  cause  of  and  solu1on  to  all  of  life’s  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  

Page 13: Personas: The Cause of, and Solution to, All of Life's Problems

Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  

Page 14: Personas: The Cause of, and Solution to, All of Life's Problems

PERSONA  CREATION:  A  GUIDE  

Page 15: Personas: The Cause of, and Solution to, All of Life's Problems

Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  

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1.  Behavior  over  demographics    

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Page 17: Personas: The Cause of, and Solution to, All of Life's Problems

Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  

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2.  One  size  does  not  fit  all        

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Thinking

Goals

Hearing Seeing

Feeling

Challenges

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Page 20: Personas: The Cause of, and Solution to, All of Life's Problems

Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  

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3.  Avoid  ambiguous  details  

Page 21: Personas: The Cause of, and Solution to, All of Life's Problems

Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  

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4.  Acknowledge  that  someone  will  need  to  translate  this.  (be  as  concise  as  possible)        

Page 22: Personas: The Cause of, and Solution to, All of Life's Problems

Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  

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5.  Win  at  the  game  of  telephone    “Empathy”   “CAKE!”  

Page 23: Personas: The Cause of, and Solution to, All of Life's Problems

Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  

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6.  Qualita2ve  personas  need  qualita2ve  research      

Page 24: Personas: The Cause of, and Solution to, All of Life's Problems

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.”

VARIABLES

INFO

GOAL

Existing Education

Motivation

Time Management

Clear Sighted

Stability

age 32

Professional

Married with Children

THEIDEAL STUDENT

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.

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 don’t 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.

NEEDS

FRUSTRATIONS

• 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.

Page 25: Personas: The Cause of, and Solution to, All of Life's Problems

PERSONAS  

Page 26: Personas: The Cause of, and Solution to, All of Life's Problems

Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  

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7.  Never  embed  a  design-­‐scenario  in  a  persona!    

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Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  

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Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  

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Page 29: Personas: The Cause of, and Solution to, All of Life's Problems

Personas:  The  cause  of  and  solu1on  to  all  of  life’s  problems  

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STRATEGIC PARTNERS

PEOPLE

FAMILY & FRIENDS

SOCIAL MEDIA COMMENTATERS

WELLNESS SALESPERSON

STATE/FED LEGISLATION

STATE/FED REGULATORS

HR BENEFITS ADMIN

CONTENT CREATOR

INTERNAL SALES DTF/DSPOC

COMPANY CONTACT

UCCIIT

OFFICE ASSISTANT

3RD PARTY VENDOR

OTHER PATIENTS

GOVN’T ADMIN

BLOGGERS RECEPTION BROKER

HYGIENIST

DENTIST STATES VS. OVERSEAS

CONFERENCES

AT WORK

AT HOME

BENEFITSFAIR

MILITARY EVENTS

PROVIDER OFFICE

EXAM ROOM

WAITING ROOM

PARKING LOTS

COMMUNITY OUTREACH

TRAVELING

ONLINE

IN CAR

REMOTE VS. POPULATED AREA

CO-WORKERS

DEPENDENTS REPORTERS

RECOVERY

KIDS BEGIN DENTAL CARE

USE MYDENTAL BENEFITS

UNDERWRITING

ONBOARDING

CHANGE PLAN

CHOOSE DENTAL

TREATMENT

EMERGENCY PROTOCOL

BENEFITS SELECTION

ACCOUNT INSTALLATION

MEMBER REGISTRATION

MAKE AN APPOINTMENT

SUBMIT A CLAIM

INQUIRY

REFERRALMAKE A PAYMENT

HOME CARE & MAINTENANCE

ONLINE REGISTRATION

CAN CREATION

ACTIVE DUTY ACTIVATION

TRAVEL TO DENTIST

COST-ESTIMATOR

AUTHORIZATION APPROVAL

LODINJURY

STRATEGIC PARTNERS

INFO STORE

AUTHORIZATION SUBMISSION

LOD APPROVAL

MILITARY INSTALLATION

GRIEVANCES

SUBMIT AN APPEAL

AUDITS

GO TO DENTIST

FIND A DENTIST MOVING

PLAN/PRODUCTS

OPINIONLAB

NEWSCOVERAGE

COMPUTER

BILLS

COVERED SERVICES TABLET

EMPLOYER WEBSITES

PROVIDER AMENITIES

BENEFITSGRID

MY DENTAL BENEFITS

WEBSITES

MONEYPHONE

LETTERSFAD

(WEB APP)

MARKETING MATERIALS

CHOMPER CHUMS

ADVERSEDECISION LETTER

ADVERTISING/COLLATERAL

EXCHANGE/PART-NER WEBSITES

COST-ESTIMATOR

INSURANCE

EOBS

MDB(WEB APP)

PREDETERMINATION

DEERS/DECS CALL

INSURANCE

CLAIMSFORMS

BILLING

EMAILS

WRITTENCORRESPONDENCE

GOOGLEMAPS

ID CARD

LODDOCUMENTATION

COMMAND MEMORANDUM

REFERRALSREVIEWS

MEMBERAPP

FIND A DENTIST TOOL

SCHEDULING TOOL/SYSTEM

PROVIDERCREDENTIALS

PROVIDER POST CARD REMINDER

PROVIDER PHONE

REMINDER

SOCIALMEDIA

MOBILE APPS UCD WEBSITE

ENVIRONMENTS PROCESSES ARTIFACTS

DENTAL SUPPLY REP

PEOPLE

ORAL SURGEON

OTHER DENTISTS

PHARMACY

LAB

INSURANCE COMPANY

FAMILY

OFFICE MANAGER

HYGIENISTS

SPECIALISTS

RECORD KEEPING

TRAFFIC

PARKINGLOT

ADMINSPACE

OPERATING ROOM

LOCATION

WAITING ROOM

OFFICE ASSISTANT

RECEPTIONIST PATIENTS

SENDING EMAILS

FILINGCLAIMS

SCHEDULINGAPPOINTMENTS

FACILITY MAINTENANCE

GREETING PATIENTS

CREDENTIAL-ING

OBTAINING LICENSING REQ

CLEANING TEETH

BILLING PATIENTS

CONDUCTING PROCEDURES

BEING ON-CALL FOR HOURS

CONDUCTING EXAMS

PHONECALLS

ORDERSUPPLIES MARKETING

FAX

WEBSITE

MY PATIENT BENEFITS EMAIL

PRACTICE MANAGEMENT

SOFTWARE

MAIL

DENTAL EQUIP-MENT/TOOLS

PHONE

COMPUTERS NETWORK

ENVIRONMENTS PROCESSES ARTIFACTS

BANKING

PEOPLE

PARTNER ENROLLMENT DEPARTMENT

PARTNER SALES REP

TPAS

OTHER EMPLOYEES

DENTAL ELECTRONIC

SERVICES

IT SUPPORT

OTHER CARRIERS

PARTNER ACCOUNT

INSTALLATION

TRADEEVENTS

PAPER

HEALTH & BENEFITS FAIRS

OPEN ENROLLMENT

BROKER OFFICE

PRIVATE EXCHANGE

MOBILE

PUBLIC EXCHANGE

ACCOUNT INSTALLATION

MEMBERSHIP AND BILLING

PEGA SYSTEM ANALYST

OPEN ENROLLMENT

ENROLLMENT PROCESS

PERFORMANCE GUARENTEE

RESEARCH ON AN EXCHANGE

REVIEW CLAIMS EXP.

BILLING PROCESS

MEMBER COMPLAINTS

BROWSE ON THE WEBSITE

REVIEW OF LAWS

BILLPAYMENT

REVIEW NETWORK

SUFFICIENCY

DETERMINE FUNDING

NEED FOR INSURANCE

ONBOARDING EMPLOYEES

REVIEW OF COMPETITORS

FINALIST PRESENTATION

DETERMINE BENEFIT

BUDGETS

REQUEST A QUOTE

GEMUS

ERROR REPORTING

PREMIUMFILES CERTIFICATIONS

E-DELIVERY (ENROLLMENT)

SHARPOINT (MAINT. FORMS)

POLICY DOCUMENT

AGL (INSTALLA-TION & MAINT.)

DEMO-GRAPHICS

RATECARD

SALES BROCHURES

GPA (POLICY) COBE (INSTAL-LATION TOOL)

GEO-REPORT

PRIVATE EXCHANGE

ELECTRONIC FORMS

ADMIN KITS GLI E-QUOTE

ACCOUNT MANAGEMENT

PORTAL

E-BILL

UTILIZATION REPORT

CONCORDIA CONNECT

PUBLIC EXCHANGE

INVOICES

ELECTRONIC COMMUNICATION

PAPER ENROLLMENT

ENVIRONMENTS PROCESSES ARTIFACTS

DENTAL SUPPLY REP

PEOPLE

ORAL SURGEON

OTHER DENTISTS

PHARMACY

LAB

INSURANCE COMPANY

FAMILY

OFFICE MANAGER

HYGIENISTS

SPECIALISTS

RECORD KEEPING

TRAFFIC

PARKINGLOT

ADMINSPACE

OPERATING ROOM

LOCATION

WAITING ROOM

OFFICE ASSISTANT

RECEPTIONIST PATIENTS

SENDING EMAILS

FILINGCLAIMS

SCHEDULINGAPPOINTMENTS

FACILITY MAINTENANCE

GREETING PATIENTS

CREDENTIAL-ING

OBTAINING LICENSING REQ

CLEANING TEETH

BILLING PATIENTS

CONDUCTING PROCEDURES

BEING ON-CALL FOR HOURS

CONDUCTING EXAMS

PHONECALLS

ORDERSUPPLIES MARKETING

FAX

WEBSITE

MY PATIENT BENEFITS EMAIL

PRACTICE MANAGMENT

SOFTWARE

MAIL

DENTAL EQUIP-MENT/TOOLS

PHONE

COMPUTERS NETWORK

ENVIRONMENTS PROCESSES ARTIFACTS

ECOSYSTEMS

MEMBER

PROVIDER

EMPLOYER

BROKER

Page 30: Personas: The Cause of, and Solution to, All of Life's Problems

Persona                    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    

Page 31: Personas: The Cause of, and Solution to, All of Life's Problems

Thanks!.

PERSONAS  

Page 32: Personas: The Cause of, and Solution to, All of Life's Problems

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