[Imr]week6

1/20

Week 6

융합리서치
방법론 + 실습 (Theory & Practice)

융합리서치 방법론 & 실습 | WEEK 6 : IPersona

2/20

Introduction understanding major issues about
1 Ice Braking integrated media research planning & practice

Overview(concept/purpose/methods)
2 Research Process
Define research question

3 Research Process Secondary(Desk) Research

Design research process
4 Qualitative(Design) method
Discovering phase

Interpretation phase
- Affinity Diagram

Modeling phase
- Persona

Co-Creation, ideation phase
- Scenario building, mind mapping

- Paper prototyping
8 Prototyping
- Video prototyping

survey (1)
9 Quantitative method - research elements
- sample design

survey (2)
10 Quantitative method
- questionnaire design

survey (3)
- statistical analysis

12 Quantitative method FGI(Focus Group Interview)

- Experiment
- Content Analysis

14 project report writing a project paper

presentation of presentation of term paper which is
15 term project Results performed in this semester


TODAY.

Interpretation

40min 50min
50min Practice
50min
• PERSONA •SHARE YOUR
• PERSONA WORKSHOP PERSONA

Lecture Report
50min
100min


1
WHAT is Persona?
A Persona is an artificial person,
invented for the purpose of helping a designer
understand the people who will be using their product.


Decisions should be based on users
Knowledge about users must be actionable

Learning about users requires direct contact

You are not your user

Business results depend on satisfying users


Personas bring focus


Personas
build
empathy


Personas encourage consensus


Personas create efficiency


Personas lead to
better decisions
Personas for Strategy
Framework for business decisions,
offerings, channel usage, features

Personas for Marketing
Framework for marketing campaigns, branding,
messaging, market research

Personas for Design
Information architecture, interaction design, visual design,
content development, user testing

| Persona as a Design Tool
What would you get if you tried to design a car
that pleased every possible driver?


| Persona as a Design Tool

The car would try to include every desirable characteristic for every driver.
No one would want to drive it.


Invented at Cooper(1999)


A Persona is user archetype you can use to help guide decisions
about product features, navigations, interactions and even
visual designs

A Persona are representative behavior and activity profile
that are contextual and specific to particular application or
services

As a design research tool, they are a powerful way to
communicate knowledge, activities, interests, influencers,
goals, andpain points


2
HOW to make Persona?


QUALITATIVE (INSIGHTS)
Collages Diary/Journal Studies

User Interviews Shadow Shopping
(Shop-Along)
Usability Testing
Focus Groups Field Studies
User Advisory Panel
(Contextual Inquiry)

Eye Tracking
User Reports
Participatory Design

Card Sorting Intercepts
GOALS & ATTITUDES BEHAVIORS
(ASPIRATIONAL) (ACTUAL)
Customer Support Data
Automated Usability Testing

User Surveys
Site Traffic/
Log File Analysis

A/B Testing
QUANTITATIVE (VALIDATION)


| Qualitative Research


Segmentation

Behaviors

Goals
Attitudes


| Segmentation: Marketing vs. Personas

Marketing Personas

Age
Behaviors
Income
Gender Goals

Other
demographics Attitudes

Sell to people

Understand how people will actually
use the site


| Segmentation: Marketing vs. Personas
Demographic

Consumer
Market

Psychographic

Identifier
Variables

Geographic
Business
Market
Market Size

Persona
Development

Attitude, Goal, Needs

Usage Situation
Response Behavioral
Variables
Sensitivity to Marketing Mix

Purchasing Behavior/Actual Tasks


| Segmentation by Goals
What are different people trying to do on the site?

Hierarchy of Goals
Be happy Attitude | Motivator
Be independent Attitude | Motivator
Buy a house Goal
Understand process Experience Goal|Need
Learn about points Task

Other goals:
• Buy commercial property
Get a mortgage loan
• Find an apartment
•
Get insurance
• Sell a house
•
• Find a moving company


| How to make Persona

A. Choose the personas to write
B. Identify representative users for each persona
C. Identify goals, roles, and tasks for each persona
D. Write the persona
F. Write a user scenario—an extended task description
G. Check your personas



A Choose the personas to write
① Create a persona for core roles / Issue
② Determine if there are more job role than you identified originally
③ Challenge market segmentation categories
④ Pay attention to skill level and power differences



B Identity representatives users for each persona
① Weed out the less interesting users/Keep the users who got a lot of insights, interesting
strategies, perspectives, rich stories
② Review the profile(Affinity notes) and characterizes their key tasks
③ Pick base user (evocative)
④ Write a short fiction story inspired by real life



C Identify goals, roles, and tasks for each persona

- Goals. For each user related to the persona, ask: What is this user trying to accomplish?
What do they care about? What makes them feel good at the end of the day?

- Roles. What hats are your users wearing? How would they divide up their responsibilities?
Give your role an evocative name that makes you think about the intent of the role—avoid
job titles.

- Key tasks/ Behaviors What are the most important tasks for this user? What sequences
did you capture for these users?


U2 profile
This is an R&D facility, at a large pharmaceutical company. They make the active
ingredient for bulk quantity. U2 has been an analyst here for two years. Started as
part time student then went full time in the Q/C lab (1 year, 3 months). Has a
degree in biology with a major in toxicology. Works in three shifts of eight hours
each. Rotates the shift every seven days. Two to three analysts per shift. During
the time we were there, there were three analysts. Referred to as analyst rather
than chemist or technician.
U2 goals
• Keep samples running through analysis at speed. He has procedures and habits for
running multiple tests at once, and depends on them. Minor shortcuts, such as
keeping measurements in memory rather than writing them down immediately, are
okay.
• Operate as a competent member of the lab. He is in control of his lab, his procedures,
and his equipment.
• Manage multiple analyses in parallel. He’s able to track them all at once.
U2 roles
• Analysis Runner—He runs predefined analysis processes on samples.
• Dishwasher—He spends a lot of time cleaning up after experiments, cleaning instruments,
and disposing of samples.
• Scheduler—He has to track all the samples as they come in and juggle their priorities
against work already in the queue and the characteristics of the tests themselves—
for example, whether it requires a lot of his intervention.
• Recorder—Much of his time is filling out forms and adding to his lab notebook,
recording the work he’s already done.
U2 tasks from sequence models
• Run predefined analyses on sample material as it comes in.
• Identify problems with equipment and fix when within his competence.
• Keep lab notebook up to date.
• Report results of analysis.



1. Big Picture
a. Name of person

D
b. General demographics (age, profession, location, profile type, etc)
Write the persona c. Personal sketch (education, family, car type. lifestyle, hobbies, etc)
d. General relationship with technology & the web

2. Roles
2. Goals (5 key goals)

3. Experience goals

4. Attitudes

5. Behaviors
6. Mood board
References, products, characteristics supporting the personas.


Test Your Persona
• Explain key differences you’ve
observed among users
• Be different enough from
each other
• Feel like real people
• Be described quickly
• Cover all users
• Clearly affect decision making


3
Create Nudies


Hello! I’m nudi


4
Using Persona


| Persona Cards


| Life size cuts


| Other Ideas for Keeping Personas Alive

• Posters
• Day-in-the-life photos, audio diaries, etc.
• Role-playing
• Quizzes
• Staple to documents
• Email addresses


Business Strategy


Features and Functionality


| Process
Design Goal& Principle
해결을 위해 서비스 사용자들의 Unmet Needs와
Latent Needs는 무엇인가?

Define
| 배경 및 환경조사
Discovery
| 사용자 조사 및 관찰
Synthesis
| 모델링, 아이디어
!
Big Idea Implementation
| 프로토타이핑, 적용

Problem Define Solution Suggestion
무엇이 문제이고 그것을 어떻게 해결할 것인가? 환경적 문제와 사용자들의 Needs와의
Gap을 줄일 수 있는 방안은 무엇이 있는가?


For Next 50 min
>> Persona


Q&A

[Imr]week6

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