Persona/Scenario Design

Persona/
Scenario Design
(타깃 설정 및 퍼소나 설계)

2012.11.15
InnoUX CEO 최병호
InnoUX@InnoUX.com, @ILOVEHCI

Table of Contents

• Understanding
• Case Study

Persona/Scenario Design 1 © 2012 InnoUX & Innodesign All rights reserved.

Personas lead to
better decisions
Personas for Strategy
Framework for business decisions,
offerings, channel usage, features

Personas for Marketing
Framework for marketing campaigns, branding,
messaging, market research

Personas for Design
Information architecture, interaction design, visual design,
content development, user testing
Persona/Scenario Design © 2012 InnoUX & Innodesign All rights reserved.

Segmentation: Marketing vs. Personas

Marketing Personas

Age
Behaviors
Income
Gender Goals

Other
demographics Attitudes
Sell to people Understand how people will actually
use the site


Qualitative Personas


User Interviews

• Cross-section of online customers, offline customers,
non-customers, other audiences
• 15 interviews is a good starting point
• Informal, loosely structured conversations


Segmentation by Goals

What are different people trying to do on the site?

Hierarchy of Goals

Be happy Motivator
Be independent Motivator
Buy a house Goal
Understand process Need
Learn about points Task

Other goals:
• Buy commercial property
• Get a mortgage loan
• Find an apartment • Get insurance
• Sell a house • Find a moving company


Segmentation by Behaviors and Attitudes

How do users differ based on what they do or how they think?

Behaviors: Attitudes:
• Frequency of real • Knowledge about
estate activity real estate
• Frequency of visits to • Motivators affecting users’
the site likelihood to
• Channel usage for various needs buy or sell
• Use of competitors • Perception of the
company/brand
• Etc.



Explore different combinations
Frequency of real estate activity

The risk-taker who thinks The pro who wants to use
he knows more than he site tools and doesn’t need
actually does help

The novice who needs a The smart one who wants
lot of guidance validation of what she
already knows

Knowledge about real estate



FedEx segmentation
Level of preparation

Me

Desired level of personal interaction


Qualitative Personas with Quantitative Validation


Surveys: Who

• Cross-section of users
• Goal: 100+ completions per segment
• 17,000 emails @ 3% completion rate = 500 completions
• Incentives and reminders can boost completion rate


Surveys: What

I. Questions to gather data on segmentation attributes (dependent variables)
1. Goal for visiting site (buy home, find apartment, etc.)
Frequency of site visits for each possible user goal
Importance of each possible goal to the user
2. Knowledge of real estate
Previous real estate experiences
User’s self-perception of real estate expertise
II. Questions to test the segmentation against
(independent variables)
1. Other behaviors (site/channel usage, feature usage, etc.)
2. Other attitudes (toward company, about self, etc.)
3. New features and content to test


Surveys: What

Recommended order of questions:
1. Current goals, usage, and behavior, including channel usage
2. History with the site and company
3. User of or importance of existing features and content
4. Satisfaction with existing features and content
5. Importance of new features and content
6. Psychographic questions
7. Demographic questions


Site Traffic Analysis

1. Entry pages
2. Referrers
3. Exit pages
4. Common paths
5. Feature usage
6. Search terms
7. Conversion rate
8. Duration
9. Frequency


CRM Data

1. Annual spending
2. Frequency of purchase
3. Products or services purchased
4. Channel usage
5. Customer support usage
6. Length of time as a customer


Quantitative Nirvana: Complete User Portrait

• Survey data
What the
user says

What the
What the user is
user does worth • CRM data
• Self-reported survey
data

• Site traffic analysis
• CRM data
• Self-reported survey data

Testing the Segmentation

Cross-tabs (pivot tables) in Excel


Quantitative Personas


Photo

www.sxc.hu www.morguefile.com www.istockphoto.com

Persona Cards


Lifesize Cutouts


Persona Cubicle


Other Ideas for Keeping Personas Alive

• Posters
• Tchotchkes
• Day-in-the-life photos, audio diaries, etc.
• Role-playing
• Quizzes
• Staple to documents
• Email addresses


인용/참조 문헌
• Customer Research & Persona Development (Will Evans, Oct 13, 2012)
• Personas for SEO in 2012 (PubCon) (Michael King, Oct 16, 2012)
• Personas for Coders (Lane Halley, Sep 07, 2012)
• Using Personas In Web Design (Kathy Gill, Feb 09, 2012)
• Introduction to building and using personas and scenarios in design (penny hagen, Apr 28, 2009)
• Death To Personas! Long Live Personas! (Elizabeth Bacon, Oct 23, 2008)
• Data Driven Personas (Todd Zaki Warfel, Jun 13, 2007)
• Data Driven Design Research Personas (Todd Zaki Warfel, Sep 27, 2007)
• The User Is Always Right: Making Personas Work for Your Site (MulderMedia, Apr 25, 2007)

Persona/Scenario Design 82 © 2012 InnoUX & Innodesign All rights reserved.

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Persona/Scenario Design

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