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Developing Patron Personas - IL2010

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Developing Patron Personas - IL2010

  1. 1. Customer Analysis Developing Patron Personas Jennifer Koerber Web Services Librarian Boston Public Library
  2. 2. What are Personas? A “persona is an archetype serving as a surrogate for an entire group of real people.” Steve Mulder, The User is Always Right
  3. 3. Faces and Voices
  4. 4. Faces and Voices
  5. 5. Personas can… bring focus to a design process remind you that your users are real people encourage consensus among planners lead to efficient decision-making lead to better decisions
  6. 6. What’s in a persona? Picture Name, age, neighborhood, family members, etc. Defining goals, behaviors & attitudes Experience & education levels Story (scenario) Quote Anything else that helps make them real
  7. 7. Sample Personas
  8. 8. Simpler personas Self-Sufficient Power User “It would be wrong to claim that these users just want a "book ATM," because the brief interaction with library staff is often deeply appreciated, but these folks want to be in and out of the building in 5 minutes or less. He'll place a hold online, wait for the email notification that it's in, then run in on a lunch break or the commute home to pick up the latest bestseller or that book on knitting socks from the toes up. She doesn't usually ask for help, but when she needs it, it had better be easy to find and use. A streamlined, minimalist, efficient experience is best - taking full advantage of in-house catalog computers, self-pickup of holds, self-checkout and excellent signage.”
  9. 9. Simplest Personas
  10. 10. A thousand words…
  11. 11. Who are your users?
  12. 12. You ≠ Users
  13. 13. Developing Personas 1. Brainstorm 2. Collect data – qualitative & quantitative 3. Identify unique behaviors & goals 4. Segment your users into groups based on these 5. Write a persona description for each major group 6. Test and refine
  14. 14. Developing Personas Brainstorm with staff Talk with current users User interviews – informal, contextual & critical incident Surveys – online, offline, formal, informal Usability testing Observe, listen, take notes Pull language & quotes from comments, emails, feedback forms, reference calls Get quantitative data from web analytics, demographic studies, census reports, reference stats, etc.
  15. 15. Getting Data Qualitative (insights) Quantitative (validation) Goals & attitudes (what people say) Behaviors (what people do) from The User is Always Right by Mulder
  16. 16. Exercise 1: Who’s This?
  17. 17. Meet Chuck
  18. 18. Chuck & Emperor Norton’s Stationary Marching Band
  19. 19. Exercise #2: Brainstorming Take 2 minutes Brainstorm possible personas or groups of users Focus on real users – people you’ve interacted with
  20. 20. Exercise #3: Make them real Take 5 minutes Choose one persona Give them a name, a face, a story What would they use your library/website for? How can you serve them?
  21. 21. What’s in a persona? Picture Name, age, neighborhood, family members, etc. Defining goals, behaviors & attitudes Story (scenario) Quote Anything else that helps make them real
  22. 22. Personas for physical spaces
  23. 23. Personas for physical spaces
  24. 24. Personas for physical spaces
  25. 25. Personas for digital spaces http://www.flickr.com/photos/carpevia/3908268797/
  26. 26. Personas for programs http://www.flickr.com/photos/smcl/1065624977 / http://www.flickr.com/photos/pleeker/3737583 649/
  27. 27. Personas for marketing http://www.flickr.com/photos/sillygwailo/32023 78280/ http://www.flickr.com/photos/libraryman/1 09470648/
  28. 28. Useful Resources
  29. 29. Thank you! Jennifer Koerber jennifer.koerber@gmail.com linkedin.com/jkoerber facebook.com/jennifer.koerber Web Services Librarian, BPL jkoerber@bpl.org Trainer and Librarian eclecticlibrary.blogspot.com

Hinweis der Redaktion

  • Efficiency – “when a team reviews personas early in the process, everyone is forced to think about audience & features UP FRONT – less likely to disrupt process later
    Personas for strategy – personas for marketing – personas for program planning – personas for design
  • DON’T group by department or service area! Teens \= persona, Finance \= persona
    Emotional state, values, possible technology ownership
  • Separate out the tasks & goals common to all your potential personas – those are the base functionality of your site or building
  • In interviews – get them to talk about their lives outside the library – how can you serve *those* needs?