Data Driven Personas Tell The Story
September 3, 2019Building the Experience Design Process
HumanCode worked with the UNUM product teams to embrace persona based research and design by answering the question, “Who are we designing for?”. As well as, the specific user groups that represent specific product behaviors, goals, and motivations.
Data Driven Personas Tell The Story
HumanCode worked with the UNUM product teams to embrace persona based research and design by answering the question, “Who are we designing for?”. As well as, the specific user groups that represent specific product behaviors, goals, and motivations.
- Data in the rawest form isn’t necessarily very relatable and/or intuitive. Something a user persona should be.
- We need to take the data (the facts) and humanize it through user stories about real users specific to the business and/or product.
- These are relatable, conversational, fictitious stories describing our ability to empathize with the struggles our users have in order to complete a task quickly, with joy and successfully.
- Some of the human elements the data should help describe in the story: Behavior, Goals, Motivations, Beliefs and how it’s being used.
Creation
Some key creation events organized.
- Gather data, both quantitative (large sample size, extensive research, analysis, metrics/numbers) and qualitative (smaller sample size, insights, observations, attitudes, beliefs & behaviors)
- Discover patterns
- Render personas based on both quantitative and qualitative data, combined with unique patterns.
For UNUM, Where & When to use User Persona’s
- Story mapping sessions: align persona’s to story maps
- Marketing Support
- Agile Planning (Sprints, Epics, Stories, Backlog, Retrospective’s and Creative)
- Feature/Function Product Planning
- Creative Data Gathering and Research
- Product Requirements
- UI Prototype Demo, Journey Mapping and Architecture
- Use Case Prioritization
- Usability and Multi-Variate Testing
- Measuring Success (Before and After Persona’s)
