The Era of BYOP: Persona Development in the Digital Age
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A look at the reasons for developing personas, the problems with the older models which predated the digital era, and the current technologies, theories, and enterprise trends which are impacting modern, digital persona development.
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The Era of BYOP: Persona Development in the Digital Age
- 2. Jessica Pettus @JessPettus jessica.pettus@gmail.com recreationcommunication.com
- 3. Questions and Contents Why use personas? What makes the modern persona for digital use different? What’s the impact of big data, social, and mobile on persona development? What are the best practices these days?
- 4. How many of you have been handed a persona and told to design with that persona in mind? How many of you agreed with the attributes assigned to that persona? How many of you haven’t found those personas to be really useful? Or used them at all? How many of you were involved in the process of creating that persona you were handed?
- 7. Prior Model of Persona Development
- 8. What’s Digital Got to Do With It? “Digital users bring a unique digital profile and set of behaviors to every situation. This new digital world … requires a fundamentally different way of thinking about customers. It used to be that people exhibited predictable behaviors in their public and private lives based on their socio-demographics, allowing us to use classic segmentation for targeted interactions. Those models are failing now.” February 2014, Wired http://www.wired.com/2014/02/enter-byop-mobile-social-creating-new-user-prsonas/
- 9. Persona Profiling Pitfalls 1. “Companies rarely create a segment — more often they uncover one.” 2. “Segmentation and demographics are very different things.” 3. “You have to ask yourself why you want to segment and what decisions you’ll make based on the information.” HBR: http://blogs.hbr.org/2014/07/what-you-need-to-know-about-segmentation/
- 10. Customer Journey
- 11. It’s About Asking the Right Questions “If I had an hour to solve a problem and my life depended on the solution, I’d spend the first 55 minutes determining the proper question to ask, for once I knew the proper question, I could solve the problem in less than five minutes.”
- 12. A More Beautiful Question, by Warren Berger “For some of them, their greatest success could be traced to a question (or a series of questions) they’d formulated and then answered.” “In searching for common denominators among brilliant change-makers, I kept finding that many of them were exceptionally good at asking questions.” -Warren Berger, A More Beautiful Question
- 15. The Era of Big Data Prior personas were the proto-predictive analytics Big data and modern personas inform each other 100% Personas make data actionable Personas also imply a user journey Digital body language
- 16. The Era of BYOD
- 17. The Era of ZMOT “Whether we're shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. At Google, we call this online decision-making moment the Zero Moment of Truth — or simply ZMOT. “ The Era of ZMOT
- 18. The Era of BYOP “What distinguishes different user segments is their savvy in knowing how to use these tools and their comfort levels with data disclosure and privacy in various scenarios.” “New digital personas can be characterized along two important dimensions: digital capability and trust.” February 2014, Wired http://www.wired.com/2014/02/enter-byop-mobile-social-creating-new-user-prsonas/
- 19. BYOP Model Trust vs. Digital Capability 6 digital user segments capture the new interaction models you should expect to see
- 21. Modern Model of Development + Verification
- 22. Who Should Be Involved? How many different organizations within your company have a hand in something that eventually touches a customer? Include one representative from all that do. Biz Dev R&D Exec Social Ad/P R Mktg Financ e Sales Cust Web Svc
- 23. How to Make Them Real? Create 3-4 journeys per persona Create pocket cards Create life-size cut outs and keep in meeting rooms Hire actors for a day
- 24. In Summary Personas are more relevant than ever Asking the right questions is the first step User/customer behavior in the digital age is different, so personas must be developed and designed differently
- 25. Questions
- 26. APPENDIX
- 27. So What Are Those Questions? What are their key business pains?/consumer challenges? What is their motivation to buy? Are they a digital native, or are they digitally challenged? Who’s involved in their “zero moment of truth?” Who influences their buying decisions? Where do they look for trusted information online? Where are they in their buyer journey? What decision-making authority do they have? How much information are they willing to give me? How concerned are they about their privacy being exploited?
Hinweis der Redaktion
- Greetings I want to thank the Total Digital Experience event organizers for inviting me to speak My name is… I was asked to speak to the topic of… I have 30-40 minutes of content and then will do questions
- About me, why I have any idea of what I’m talking about Currently, Sr. Manager Content Strategy and Design for Oracle’s Strategic Initiatives Events team. What does that mean? I worry more about the who and the what than I do about the where and the how, so I think a lot about our audiences and how to design content and information in a way that will stick with them. Been on the job just about 10 years now, always working in corporate comms for high tech companies in Silicon Valley and beyond Prior to Oracle, most angles of corporate communications- PR, exec comms, sales comms, general internal comms, eCommerce and SEO, marketing, web marketing, social media marketing, corporate training Like most good corporate communicators I have a Twitter account, a LinkedIn account, and a blog and I’d love to connect with any and all of you through those following today’s event Without further ado, let’s talk about the art and science of personal development in the current era
- Here are the questions I had when approaching persona development in the digital age: Why use personas? What makes the modern persona for digital use different? What’s the impact of big data, social, and mobile on persona development? What do personas have to do with the modern concept of CX and UX? Should there be different personas For Sales? Content marketing? Event marketing? Hopefully at least 1 or 2 of these align with the questions you may have…but then I do have some questions for all of you to get us started…
- First, let me find out a bit About You How many of you have been handed a persona and told to design with that persona in mind? How many of you haven’t found those personas to be really useful? Or used them at all? How many of you were involved in the process of creating that persona you were handed? How many of you agree with the attributes assigned to that persona? OK, then, I think this really brings us to the first and most important of those initial framing questions I mentioned…
- They’re actually more relevant than ever before. The level of sophistication has shifted. The way I think about it, the theory and philosophy behind persona development has always been sound It has been the practice of developing personas and the tools available to us which has really failed. The point of persona development is to make the information you have on your customers actionable. So let’s noodle on that a bit. Most of us think of personas as this pointless exercise which produces nothing we can actually act on. But in fact, if done right, it should give you a good amount of actionable information. Donald Norman at Nielsen Norman Group explains this as "A major virtue of personas is the establishment of empathy and understanding the individual who uses the product.“ What does that sound like? It sounds a lot like the language of customer centricity, of user design, of user experience and customer experience strategy that we’re all hearing so much about these days. And now that the technology available to us all has caught up with the theory and the philosophy behind personas, we can actually leverage them more successfully. After all, you wouldn’t start a company without a market to sell to, you can’t design a website or marketing strategy without an audience, and a novelist doesn’t just introduce a character and then let the character sit there, the character comes alive when you envision it experiencing scenarios Essentially, personas can’t and shouldn’t be created and delivered to anyone within the organization without attached journeys, or stories. Why? Because user journeys are the collection of steps a user takes in fulfilling their identified needs. And this implies your digital strategy. And really, this is where we begin to see the influence and effects of technological innovation, new trends in digital use and information gathering on persona development. We are more equipped than we have ever been before to truly design and build these personas and put them to good use. Which really brings us to the next central question…
- What makes the modern persona for digital use different?
- Well, the Prior Model of persona development only took into account Fictional name Job titles and major responsibilities Demographic: Age, gender, education, ethnicity, occupation and for B2B, company size, position in buying unit. A quote that sums up what matters most to the persona as it relates to your site Casual pictures representing that user group And for many pre-internet era businesses this fulfilled the market segmentation need for spray and pray tactics, but it’s nowhere near adequate now. Traditional segmentation strategies and modern persona development are very different things. So what does digital have to do with this shift in approach?...
- February 2014 article in Wired on personas for digital use, which I’ll go into more depth on later. But the key takeaway implied here is that digital users bring a unique profile and set of behaviors to every situation. Because of this, we have think in a fundamentally different way about our customers and users. If we don’t, we risk falling prey to some serious pitfalls…
- John Forsyth at McKinsey has written some great reports on segmentation and persona profiling, and he makes a few very interesting points: Personas and segments are rarely created, more often they are discovered or uncovered. Segmentation and demographics are very different things. EXAMPLE: “You have two people, we know they’re the same age, we know they’re British citizens, and we know they’re of royal blood.” “One of them is Prince Charles. The other is Ozzy Osbourne, the Prince of Darkness. They’re in the same demographic segment, but I can’t imagine marketing or designing to them the same way.” So in summary, he says, you have to ask why you want to segment and what decisions you’re trying to make as a result of the segmentation or profiling process. EXAMPLE: Clearblue Pregnancy Test Example from Harvard Business Review. With a pregnancy test you cannot omit the question of why, why is a woman needing to take a pregnancy test in the first place? Clearblue found that there were two groups- hopefuls and fearfuls. They only found that out by asking questions that were much deeper than the traditional demographic perspective By considering that their product touches the customers at many different points in their awareness, consideration and purchase cycle- that’s right, the customer journey is now a big factor. CLICK
- So what should we glean? Persona Development in the Digital Age has to be about effective storytelling. It’s not about a moment in time- you have to consider the full journey, the entire narrative of their story in interacting with your brand, your product, your website, your social properties, your stores, your customer service And I argue that means as digital storytellers you have to be masters of asking good questions. I’m not alone in this assessment, in fact I’m keeping some pretty good company…
- At the beginning of his latest book “A More Beautiful Question,” Warren Berger cites a quotation oft ascribed to Albert Einstein which goes like this: “If I had an hour to solve a problem and my life depended on the solution, I’d spend the first 55 minutes determining the proper question to ask, for once I know the proper question, I could solve the problem in less than five minutes.” And the trick to developing modern personas that people within your company will actually use, is sitting down and brainstorming hard about what ALL of the right questions are that you’re trying to answer in creating these personas before you even begin to build the personas themselves. Why?
- Because, Warren Berger tells us, the smartest people in the world are the people who ask questions- and beautiful, elegant questions. People who question the things that other people have traditionally considered unquestionable. And because there’s no better way to give props and respect to your customers than to sit down and try to elegantly formulate beautiful questions about what they want, how they want it, and how you can design it and deliver it to them in ways that best suit them. Even the CIO of one of the biggest data firms in the world, Acxiom, suggests that firms should exercise some restraint and strategic thinking in their data-gathering, and stop to ask some simple questions first: He told Deloitte. “I would say, ‘What is your case? What are you trying to solve?’ Start with the business requirements. Companies often skip over those simple questions.” So Einstein, Warren Berger and I would argue that the secret to success in building modern personas is getting together with in asking really elegant, beautiful questions about your users and your customers. But since this is a digital conference, we also need to talk about a few other technology trends and influences that will factor into your persona development…
- Namely the Big Data, Social and Mobile factors… In my humble opinion, to succeed with Persona Development and product storytelling in the Digital Age, your strategy should be a beautiful confluence of: -Customer Experience Strategy (CX) -Big Data and Analytics -The Internet of Things -Techniques borrowed from Digital Ethnography and Anthropology And good old fashioned storytelling. Let’s start by digging into four technological trends and movements which are emblematic of the current digital era…
- It’s important to recognize that we are in an era of Big Data, the Zero Moment of Truth, the era of Bring Your Own Device, and the era of Bring Your Own Persona. Let’s walk through these, starting with Big Data…
- Data can drive marketing decisions based on past experiences, interactions or behaviors. Big data gives marketers insights into the performance of calls to action and creative that can be used to alter or redefine these segments in ways that help marketing teams convert high value customers. With digital — and this can be media, site, mobile, or social — we can dive in and much better target and tailor that experience. Digital didn’t invent any of the methodology for developing personas, but it’s enabled marketers to tailor experiences. Deloitte recently released a report about the use of technology by mid-size American companies in which it asked them about analytics use. They found that nearly 2/3 of companies in its sample use analytics, mostly for secondary functions such as sales and marketing. From Deloitte: “Not long ago, companies selling goods or services online could gain significant competitive edge by collecting customers’ names, locations, and basic demographic data. Today, firms need leading-edge capabilities to get consumers to click the “buy” button. Businesses want to know how much time users spend online, what they’re searching for, and what they’re likely to purchase.” So big data is clearly a huge underlying influencer in modern and digital persona development. I doubt I’m telling you all something new that you didn’t know before. Point I cited earlier that “Personas and segments are rarely created, more often they are discovered or uncovered.” You can come to persona building with assumptions and metrics from previous measurements, but if you approach the process with the right questions and gather the data to answer those questions, often persona development becomes more o f a discovery process than a building process Persona development of the past, before the era of big data, just didn’t have the luxury of that level of discovery. And big data is implied in all four of these trends, but it’s also clearly a central force in our next topic…
- We are operating in an era of Bring Your Own Device, and because of that, mobile means so much more than it used to. The new rise of the Internet of Things, sensors, beacons, and wearables has also changed the consumer landscape and it has changed definitions of users, customers, and security for us all And as I said, this is all connected to Big Data, but it deserves its own place at the table Because we are now able to quantify customer, employee, and user behavior on planes that we never could before When a customer or user steps away from their computer screen or their phone, beacons, 3D, sensors are still capturing their experience, their pathways, their journey, their preferences, and their distinctive behaviors And this is all information that should be informing your persona development- these journeys and these behaviors can and should be measured and taken into account One of the distinct behaviors of digital users is how they are influenced to do one thing or another, which brings us to the ZMOT…
- On the angle of social behaviors, the internet has changed the way we shop and the way we buy things. Google’s take on this is called the Zero Moment of Truth Essentially, the ZMOT is the online moments before people buy, those Zero Moments of Truth where first impressions happen and the path to purchase often begins It’s the decision-making moments that take place a hundred million times a day on mobile phones, social platforms, laptops and wired devices It’s a moment where marketing happens, where information happens, and where consumers make choices that affect the success and failure of nearly every brand in the world. And really the ZMOT is a digital ethnographical/anthropological theory about how modern humans behave and collaborate online in order to make more educated purchasing decisions And that digital body language has to be taken into account as well- as part of our persona development has to be who they look to as influencers. This sphere of digital behaviors and the role of digital influence brings us finally to…
- The era of Bring Your Own Persona, as introduced in Wired magazine this past February. As we’ve now discussed, digital users bring a unique digital profile and set of behaviors to every situation. It used to be that people exhibited predictable behaviors in their public and private lives based on their socio-demographics, allowing us to use classic segmentation for targeted interactions. This new digital world of “Bring Your Own Persona” (BYOP) requires a fundamentally different way of thinking about customers….and Wired breaks all users down into 6 different groupings according to where they fall in the x and y plot of two different considerations- digital capability and trust. Let’s look a little closer at this…
- Digital capability takes into account the user’s ability to fully use all the latest features, functions, and services available with mobile and social to improve their overall effectiveness and quality of life. Trust involves user willingness to share personal data and in some cases, relinquish privacy in exchange for a perceived benefit. As “quantified self” technology races ahead with the ability to capture every aspect of our lives through smartphones, sensors, and social media, we are still wrestling with the fundamental question of whether we prefer personalization to privacy. So Wired plots these two considerations against each other and comes p with 6 groupings of digital users: Starting on the left… Wannabes, are high in trust and data sharing but limited in their digital ability Analogs are low in trust, as well as limited in their digital ability Mainstreamers are high in trust, but only basic in digital ability Paranoids are low in trust, (obvious from the name) but still have a basic digital ability Nomads are high in trust, and possess advanced digital ability Finally, Chameleons are low in trust, but do have advanced digital ability And on the right, is a breakdown from Wired on their estimates for what the avg % of your customer base is represented by each of these groupings. So I think this is a very interesting theory and brings some very productive considerations to the table, but I don’t necessarily agree that trust and digital capability are the only elements to take into account when developing your personas. We’ve covered off on the importance of big data, taking into account the myriad digital devices that your users and customers will use to connect with your brand, site, or product, and the social connectedness element that is introduced by the Google ZMOT theory Taking all of this into account, what are the recommended best practices for persona development?
- The same elements as before, but on top of that we’re going to add Demographic: Digital capability (BYOP Model) (BYOD) Psychographic: Goals, tasks, motivation - Digital capability and Trust (BYOP Model) (ZMOT)- who are their influencers, etc. Webographics: Web experience (months), usage location (home or work), usage platform (desktop, tablet, mobile), usage frequency, social media sites, favourite sites in and out of category, fears, privacy concerns- Trust/Data Sharing (BYOP Model) (ZMOT) (BYOD) (CX) (BIG DATA) And how do you gather all of this information?
- It comes from your web analytics team, it comes from your product marketing team, it comes from your in-house data scientist, it comes from your own assumptions and your executive team’s experience, it comes from 3rd party reporting and market trend analysis, it comes from external heterogeneous data sources, and mostly it comes from asking the right questions about who you are trying to convert.
- Create 3-4 journeys for each persona, depending on funnel segmentation (awareness, need, evaluation, purchase, service) Create pocket cards of people in projects to carry around, place on front of reports and documents to show who target audiences are, Create life-size cut outs. Hire actors for a day so that staff and team members can ‘meet their personas’ So, in summary, if there are say, 3 key takeaways for modern persona development in the digital age, I’d say they are: 1) Personas are more relevant than ever, because technology has finally caught up with our ability to imagine our customers in order to verify our assumptions 2) Asking the right questions about your users and customers is an enormously important part of the process, that can not be ignored 3) Personas in the digital age are truly different and come with a set of distinct digital behaviors and properties that need to be taken into account and measured aptly- this will help the development process become as much discovery as building, and render your personas more useful than ever before