The Power of Personas. FedEx World Usability Day Presentation

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1 The Power of Personas FedEx World Usability Day Presentation

2

3 Let s begin with some role playing... a deadline looms. You find yourself thinking, I wish I had a better handle on the customer s point of view right about now!!! Business Strategy Design Marketing

4 This is your customer I wish I knew what the customer is THINKING about. I wish I knew what the customer is SAYING about. I wish I knew what the customer is FEELING about.

5 Your ability to put yourself in your customer s shoes can make the difference between success and failure.

6 The customer perspective at Amazon.

7 Meet Pragmatic Paul, a Persona KS&R created for a global mobile phone manufacturer. Pragmatic Paul: 46 years old Recently promoted to Shipping Manager at a national printing company Spent last 10 years as Warehouse Manager

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9 A digital storyboard can bring Pragmatic Paul to life. Referents & Influences The brands, personalities, and issues that have my attention Motivators What inspires, stimulates, excites, and drives me. Attitude towards Technology How technology fits into my life

10 Creating a Persona Avatar for Pragmatic Paul can enhance interaction and usability. A Persona Avatar is a high end graphical representation of a Persona an animated, speaking character. Persona Avatars provide important benefits: Attention getting Instant emotional engagement Efficiency, as the Avatar directs the user to issues of interest Motivates the user to spend more time with the Persona

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12 Persona (noun pərˈsōnə) A persona is a fictional surrogate, or a stand in for your target customer / user.

13 There are multiple types of Personas. Primary Secondary Buyer Persona (Consumer) Buyer Persona (B2B) User Persona

14 A Persona is NOT A Stereotype A Role Customer Segmentation Customer segmentation can serve as the foundation for Persona development.

15 What is the process used to create Personas? Review Synthesize learning across primary research and secondary sources. Create hypotheses based upon current learnings. Target Definition Immersion Observation In depth interviews Usability testing Determine the core target, including buyers and prospects. Pre Work Assign homework to study participants to gain an early first hand look into the customer s world.

16 Creating Personas is the art of finding patterns and stories in the data.

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18 Are Personas worth the effort? A Persona can inform and transform your offerings, design, and marketing strategies in ways you may not have thought possible.

19 Top 5 Reasons You Need Personas Understanding A Persona yields a deep understanding and intimate profile of your target customer and enables you to walk in your customer s shoes.

20 Reason #2 Integration Personas round out learning and serve as the basis for other research programs.

21 Reason #3 Alignment A Persona brings stakeholders and team members together with a shared vision of exactly who the customer is and what he/she wants and needs.

22 Reason #4 Marketing Spend A Persona gives you an in depth understanding of your customer s trusted resources, favorite publications, and where he/she spends time online. You can make highly informed decisions about where and how to spend solution, marketing and sales dollars.

23 Reason #5 Marketing Messaging A Persona tells you what the customer wants to know, and how best to tell the story and why.

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25 Scene Setting A global manufacturer of mobile phones conducted a customer segmentation study based on business customers : Level of involvement (higher vs. lower) Attitudes towards the mobile device (rational vs. emotional) The study revealed that some customers don t shed the businessperson role at the end of the workday to put on the consumer role.

26 The Hypothesis The rise of the Prosumer Professional Consumer PROSUMER

27 The Fieldwork 12 markets WW 8 customers recruited per market Toronto London Cologne Moscow SF Barcelona Shanghai Mexico City Miami Dubai Mumbai Sao Paulo

28 Pre Work Dashboard mounted video cameras film study participants in their daily routine to capture their experience with maps and nav APPS in the moment.

29 Observation Study participants are shadowed and documented from wake up through end of day. A 90 minute interview is conducted using ethnographic inquiry: descriptive questions, structural questions, contrast questions.

30 Usability Testing Study participants use mobile phones to complete various tasks. The experience is observed and outcomes recorded. An in depth interview explores the participant s perspective.

31 The Results: Meet the Personas Julian the Juggler Shakira the Stylist Tomas the Techie Leiko the Life Builder

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33 Leveraging Personas for Innovation Julian the Juggler Shakira the Stylist Tomas the Techie Leiko the Life Builder

34 The Assignment: Packaging Design Use the Personas to design the optimal packaging for a new line of mobile phones Match the right design elements with the right Persona* *HINT: Each design element fits only one Persona

35 Julian the Juggler Optimal Packaging Offers a simple and convenient user experience SCREEN CONTROL: You decide how you view , whether it s simply the number of new unread s or full view of sender and subject LOCATE IT NOW: Real-time insight into the location of your company s vehicles, shipments, people, and equipment Realize instant productivity without the complexity and higher costs of many other mobile devices. 21 hours of talk time plus a power saving mode JAM FREE: See real traffic conditions in real time 5.1 screen, fully dust resistant

36 Tomas the Techie Optimal Packaging Easy to customize your phone so that it looks like no one else s. A unique business device that exceeds expectations with its rich array of customized solutions and advanced features Easy integration into the existing IT infrastructure and centralized control CONFERENCE UP: Schedule and start conference calls on the go and see your conference in action. AUDIO ADRENALINE: Share playlists with others with a tap of your device Smartphone of the Year FOLLOW ME: Location based service that allows others to pinpoint your location and follow you anywhere in the world via social networks

37 Shakira the Stylist Optimal Packaging Advanced camera and video functions, including continuous auto focus, better face detection, enhanced noise reduction. Sleek, contoured shape comes in an array of vivid color. FITNESS TRACKER: Includes pedometer, diet and exercise records, built-in heart rate monitor YOU RE HERE: Premium maps & navigation coverage, including house number level Best-Selling Smartphone of the Year YOU & ME: The first truly personal digital assistant that uses natural language Battery life up to 80 hours, so you can take advantage of all the new features and apps.

38 Leiko the Life Builder Optimal Packaging Secure the phone with your fingerprint Makes your busy, every day life better in ways big and small. Touch of Class, executive styling makes a classic statement A host of premium features without the high end price BRAIN POWER: Neuroscience-based music and games that boost your brain power ONFILE: Lets you view and edit customer records and files and share the information with others. UR COACH: Track and upload your health and wellness activities and history to help you reach your fitness goals, and share it on social media

39 38 KS&R 2014

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