Personas, the Cause of and Solution to All of Life's Problems - UXPA Boston 2015 - Jonathan Podolski
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Design for People Mad*Pow is a design agency that improves the
experiences people have with technology, organizations and each other.
JOURNEYMAPPING WORKSHOP Where did they park? Why here and not a
compe2tor?
What drink were they in the mood for?
Did they find the staff friendly?
How was the final product?
Expecta2ons Emo2ons Value Loyalty Advocacy Understanding Happiness Delight Ability Confidence
Training Policy
Process Infrastructure
Loyalty Mo2va2on
Communica2on Consistency Efficiency
Sustainability
Personas: The cause of and solu1on to all of life’s problems
Personas Personas are not real people, but they are based on the behaviors and mo5va5ons of real people we have observed and represent them throughout the design process. They are composite archetypes based on behavioral data gathered from the many actual users encountered in ethnographic interviews. They describe pa<erns of behaviors, needs, goals, expecta5ons, senses, knowledge, etc. of the people who will interact with your crea5on.
They are the characters in our stories
Common components of personas:
« Name
« Photo
« Iden2fying demographics
« Connec2ons
Personas: The cause of and solu1on to all of life’s problems
Common components of personas: Behaviors that related to the design challenge at hand
« A name
« Photo or visual resemblance (that does not infer a demographic)
« Relevant behavior stats (related to the design challenge)
« Emo2ons or emo2onal state
« Challenges
« Goals
« Connec2ons and associa2ons with other personas
Personas: The cause of and solu1on to all of life’s problems
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4. Acknowledge that someone will need to translate this. (be as concise as possible)
Personas: The cause of and solu1on to all of life’s problems
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5. Win at the game of telephone “Empathy” “CAKE!”
Personas: The cause of and solu1on to all of life’s problems
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6. Qualita2ve personas need qualita2ve research
PERSONAS “I Started family life early and was not able to complete all the college level education that I wanted. With the job I have, now is a great time to go back to school. I love the concept of online courses, this allows us to manage my time with work and family.”
VARIABLES
INFO
GOAL
Existing Education
Motivation
Time Management
Clear Sighted
Stability
age 32
Professional
Married with Children
THEIDEAL STUDENT
For me going back to school was less about starting over and more about advancing my existing career. Having this degree is just what I need to move further up the ladder.
Attending an online university was a no-brainer. I already experienced the brick & mortar traditional college life a few years back. I received an associates degree at the local community college and the only real difference with AIU is that I can attend classes in my living room and not loose any time with the family.
Other than getting used to the online tools, the edu-cational experience is familiar. I don’t need that much support (other than from my professor in advanced calculus).
QUICK NOTES
• Has easy access to computer, internet and familiar locations to focus on course work.
• Has a support team at work and at home to help with prioritization and time management
• Has financial resources to afford going to school and supporting daily life at the same time.
• Knows exactly why he or she is in school, has clear objectives and future career goals.
• Is familiar with higher education and requires little additional support and or motivation to achieve success.
Looking to take my existing career to the next level. A degree from AIU is just the thing I need to push things forward.
NEEDS
FRUSTRATIONS
• A quiet desk and few free hours and the internet
• A legitimate accredited school to help me ad-vance in my career.
• Balancing schoolwork, existing job responsibili-ties and family.
• Having credits transfer from my old college can be frustrating, I want that effort to count!
• Other students can slow me down, especially in group work.
Personas: The cause of and solu1on to all of life’s problems
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7. Never embed a design-‐scenario in a persona!
Personas: The cause of and solu1on to all of life’s problems
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STRATEGIC PARTNERS
PEOPLE
FAMILY & FRIENDS
SOCIAL MEDIA COMMENTATERS
WELLNESS SALESPERSON
STATE/FED LEGISLATION
STATE/FED REGULATORS
HR BENEFITS ADMIN
CONTENT CREATOR
INTERNAL SALES DTF/DSPOC
COMPANY CONTACT
UCCIIT
OFFICE ASSISTANT
3RD PARTY VENDOR
OTHER PATIENTS
GOVN’T ADMIN
BLOGGERS RECEPTION BROKER
HYGIENIST
DENTIST STATES VS. OVERSEAS
CONFERENCES
AT WORK
AT HOME
BENEFITSFAIR
MILITARY EVENTS
PROVIDER OFFICE
EXAM ROOM
WAITING ROOM
PARKING LOTS
COMMUNITY OUTREACH
TRAVELING
ONLINE
IN CAR
REMOTE VS. POPULATED AREA
CO-WORKERS
DEPENDENTS REPORTERS
RECOVERY
KIDS BEGIN DENTAL CARE
USE MYDENTAL BENEFITS
UNDERWRITING
ONBOARDING
CHANGE PLAN
CHOOSE DENTAL
TREATMENT
EMERGENCY PROTOCOL
BENEFITS SELECTION
ACCOUNT INSTALLATION
MEMBER REGISTRATION
MAKE AN APPOINTMENT
SUBMIT A CLAIM
INQUIRY
REFERRALMAKE A PAYMENT
HOME CARE & MAINTENANCE
ONLINE REGISTRATION
CAN CREATION
ACTIVE DUTY ACTIVATION
TRAVEL TO DENTIST
COST-ESTIMATOR
AUTHORIZATION APPROVAL
LODINJURY
STRATEGIC PARTNERS
INFO STORE
AUTHORIZATION SUBMISSION
LOD APPROVAL
MILITARY INSTALLATION
GRIEVANCES
SUBMIT AN APPEAL
AUDITS
GO TO DENTIST
FIND A DENTIST MOVING
PLAN/PRODUCTS
OPINIONLAB
NEWSCOVERAGE
COMPUTER
BILLS
COVERED SERVICES TABLET
EMPLOYER WEBSITES
PROVIDER AMENITIES
BENEFITSGRID
MY DENTAL BENEFITS
WEBSITES
MONEYPHONE
LETTERSFAD
(WEB APP)
MARKETING MATERIALS
CHOMPER CHUMS
ADVERSEDECISION LETTER
ADVERTISING/COLLATERAL
EXCHANGE/PART-NER WEBSITES
COST-ESTIMATOR
INSURANCE
EOBS
MDB(WEB APP)
PREDETERMINATION
DEERS/DECS CALL
INSURANCE
CLAIMSFORMS
BILLING
EMAILS
WRITTENCORRESPONDENCE
GOOGLEMAPS
ID CARD
LODDOCUMENTATION
COMMAND MEMORANDUM
REFERRALSREVIEWS
MEMBERAPP
FIND A DENTIST TOOL
SCHEDULING TOOL/SYSTEM
PROVIDERCREDENTIALS
PROVIDER POST CARD REMINDER
PROVIDER PHONE
REMINDER
SOCIALMEDIA
MOBILE APPS UCD WEBSITE
ENVIRONMENTS PROCESSES ARTIFACTS
DENTAL SUPPLY REP
PEOPLE
ORAL SURGEON
OTHER DENTISTS
PHARMACY
LAB
INSURANCE COMPANY
FAMILY
OFFICE MANAGER
HYGIENISTS
SPECIALISTS
RECORD KEEPING
TRAFFIC
PARKINGLOT
ADMINSPACE
OPERATING ROOM
LOCATION
WAITING ROOM
OFFICE ASSISTANT
RECEPTIONIST PATIENTS
SENDING EMAILS
FILINGCLAIMS
SCHEDULINGAPPOINTMENTS
FACILITY MAINTENANCE
GREETING PATIENTS
CREDENTIAL-ING
OBTAINING LICENSING REQ
CLEANING TEETH
BILLING PATIENTS
CONDUCTING PROCEDURES
BEING ON-CALL FOR HOURS
CONDUCTING EXAMS
PHONECALLS
ORDERSUPPLIES MARKETING
FAX
WEBSITE
MY PATIENT BENEFITS EMAIL
PRACTICE MANAGEMENT
SOFTWARE
DENTAL EQUIP-MENT/TOOLS
PHONE
COMPUTERS NETWORK
ENVIRONMENTS PROCESSES ARTIFACTS
BANKING
PEOPLE
PARTNER ENROLLMENT DEPARTMENT
PARTNER SALES REP
TPAS
OTHER EMPLOYEES
DENTAL ELECTRONIC
SERVICES
IT SUPPORT
OTHER CARRIERS
PARTNER ACCOUNT
INSTALLATION
TRADEEVENTS
PAPER
HEALTH & BENEFITS FAIRS
OPEN ENROLLMENT
BROKER OFFICE
PRIVATE EXCHANGE
MOBILE
PUBLIC EXCHANGE
ACCOUNT INSTALLATION
MEMBERSHIP AND BILLING
PEGA SYSTEM ANALYST
OPEN ENROLLMENT
ENROLLMENT PROCESS
PERFORMANCE GUARENTEE
RESEARCH ON AN EXCHANGE
REVIEW CLAIMS EXP.
BILLING PROCESS
MEMBER COMPLAINTS
BROWSE ON THE WEBSITE
REVIEW OF LAWS
BILLPAYMENT
REVIEW NETWORK
SUFFICIENCY
DETERMINE FUNDING
NEED FOR INSURANCE
ONBOARDING EMPLOYEES
REVIEW OF COMPETITORS
FINALIST PRESENTATION
DETERMINE BENEFIT
BUDGETS
REQUEST A QUOTE
GEMUS
ERROR REPORTING
PREMIUMFILES CERTIFICATIONS
E-DELIVERY (ENROLLMENT)
SHARPOINT (MAINT. FORMS)
POLICY DOCUMENT
AGL (INSTALLA-TION & MAINT.)
DEMO-GRAPHICS
RATECARD
SALES BROCHURES
GPA (POLICY) COBE (INSTAL-LATION TOOL)
GEO-REPORT
PRIVATE EXCHANGE
ELECTRONIC FORMS
ADMIN KITS GLI E-QUOTE
ACCOUNT MANAGEMENT
PORTAL
E-BILL
UTILIZATION REPORT
CONCORDIA CONNECT
PUBLIC EXCHANGE
INVOICES
ELECTRONIC COMMUNICATION
PAPER ENROLLMENT
ENVIRONMENTS PROCESSES ARTIFACTS
DENTAL SUPPLY REP
PEOPLE
ORAL SURGEON
OTHER DENTISTS
PHARMACY
LAB
INSURANCE COMPANY
FAMILY
OFFICE MANAGER
HYGIENISTS
SPECIALISTS
RECORD KEEPING
TRAFFIC
PARKINGLOT
ADMINSPACE
OPERATING ROOM
LOCATION
WAITING ROOM
OFFICE ASSISTANT
RECEPTIONIST PATIENTS
SENDING EMAILS
FILINGCLAIMS
SCHEDULINGAPPOINTMENTS
FACILITY MAINTENANCE
GREETING PATIENTS
CREDENTIAL-ING
OBTAINING LICENSING REQ
CLEANING TEETH
BILLING PATIENTS
CONDUCTING PROCEDURES
BEING ON-CALL FOR HOURS
CONDUCTING EXAMS
PHONECALLS
ORDERSUPPLIES MARKETING
FAX
WEBSITE
MY PATIENT BENEFITS EMAIL
PRACTICE MANAGMENT
SOFTWARE
DENTAL EQUIP-MENT/TOOLS
PHONE
COMPUTERS NETWORK
ENVIRONMENTS PROCESSES ARTIFACTS
ECOSYSTEMS
MEMBER
PROVIDER
EMPLOYER
BROKER
Persona Vs. Archetype
PERSONAS
Mike is an on the go businessman who has to be very organized with his 6me in order to fit everything into his very busy work days. Mke is always on his smart phone, using it for mee6ngs, sending email, and adjus6ng his schedule.
Users who are confortable and proficient using mobile technology for day to day ac6vi6es.
8. Choose when not to use a persona
ACTIVITY
• SENSING: What might the customer be thinking? What knowledge do they have?
• SAYING: What are some quotes, ques2ons, and defining words the customer might say?
• DOING: What ac2ons and behaviors might they engage in?
• FEELINGS: What emo2ons might they be feeling?
• GOALS: What are they trying to achieve through interac2ng with the business?
• USE NEEDS: What makes a useful, usable, smooth experience for the customer?
Thinking
Goals
Hearing Seeing
Feeling
Challenges
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