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Personas: The Foundation of a Great User Experience

Personas: The Foundation of a Great User Experience
Today's consumers are demanding more from companies. Customers expect products, services, and information that are timely and catered to their specific needs and desires. Traditionally, companies develop and market products based on market segmentation and demographics, assuming that the features, functionality and messaging will meet the needs of all of the customers in that demographic—a "one size fits all" mentality. However, as the marketplace shifts from a mass manufacturing to a mass customization model, customers needs and desires are more accurately identified through the development of personas rather than through demographic data. "What Is a Persona? A persona represents a cluster of users who exhibit similar behavioral patterns in their purchasing decisions, use of technology or products, customer service preferences, lifestyle choices, and the like. How Are Personas Built? Analysis is then conducted on the research data over the course of one to two weeks. Related:  UX referencesUX (&UI)

Persona (user experience) In marketing and user-centered design, personas are fictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way. Marketers may use personas together with market segmentation, where the qualitative personas are constructed to be representative of specific segments. The term persona is used widely in online and technology applications as well as in advertising, where other terms such as pen portraits may also be used. Personas are useful in considering the goals, desires, and limitations of brand buyers and users in order to help to guide decisions about a service, product or interaction space such as features, interactions, and visual design of a website. A user persona is a representation of the goals and behavior of a hypothesized group of users. In most cases, personas are synthesized from data collected from interviews with users. Carroll, John M.

How to choose the right UX metrics for your product | Google Ventures When designing for the web, you can analyze usage data for your product and compare different interfaces in A/B tests. This is sometimes called “data-driven design”, but I prefer to think of it as data-informed design — the designer is still driving, not the data. To make this work in practice it’s important to use the right metrics. I’m part of a group of quantitative UX researchers at Google, and we like to think of large-scale data analysis as just another UX research method. The quality of user experience (the HEART framework)The goals of your product or project (the Goals-Signals-Metrics process) The HEART framework While helping Google product teams define UX metrics, we noticed that our suggestions tended to fall into five categories: Happiness: measures of user attitudes, often collected via survey. These can be applied at a number of levels — from the whole product to a specific feature. The Goals-Signals-Metrics process Goals Signals Next, map your goals to lower-level signals .

Brand Personality | Saint Michael's College Saint Michael's brand identity is the associations, perceptions and experiences we want our constituents to have with Saint Michael's College. The Office of Marketing and Communication team creates and shares content that expresses our brand identity. What makes up our brand identity? At Saint Michael's, our students Learn What Matters. That includes: Understanding the world globally/holistically Considering what is ethical and moral and right in all subjects Educating the Complete Person - intellectual, emotional, physical, and spiritual Focusing on developing quality and purpose in life Valuing the pursuit of happiness and encouraging it in those around us The four main components of our brand identity all contribute to What Matters. Community: Saint Michael's is an intellectual institution that genuinely embodies and emphasizes interpersonal relationships, attention, hospitality, mutual support, spiritual growth and cooperation. Why It Matters

Succeeding as a New Leader in Customer Experience Leading-edge companies recognize the importance of Customer Experience (CX) to their success and are scrambling to find ways forward. Organizations need leaders who have a firm grasp of both the mindset and the methodologies required to design great experiences. Additionally, these leaders must find ways to make their focus on customer experience meaningful and to drive adoption across their entire organization. In this article, I’ll examine why we’re seeing a rise in the demand for CX leaders and describe the key aspects of how you, as a new leader, can be the successful change-agent your organization needs. As you read this article I’d like you to consider three things. Discovering who your customers are and their pains, goals, and needs cannot be a one-time activity tweet this The new and democratically-driven customer feedback loops are wreaking havoc across all verticals. New CX leaders are being asked to drive change. What are the teams’ capabilities today?

Develop Personas Project Management (4) A project plan takes into account the approach the team will take and helps the team and stakeholders document decisions made regarding the objective, scope, schedule, resources, and... Creating an interdisciplinary team with the right mix of skills is vital to the smooth and successful execution of any project. Website requirements are a list of necessary functions, capabilities, or characteristics related to your website and the plans for creating it. User Research (14) When reporting results from a usability test, you should focus primarily on your findings and recommendations that are differentiated by levels of severity. Task analysis is the process of learning about ordinary users by observing them in action to understand in detail how they perform their tasks and achieve their intended goals. Usability Evaluation (14) Scenarios describe the stories and context behind why a specific user or user group comes to your site. Information Architecture (4)

Why Do Organizations Have Trouble Embracing Qualitative Research? | indi young Because the business world shuns uncertainty, qualitative research gets twisted so that the conclusions sound like they were deduced, and their validity unimpeachable. Business research adheres to its cousin in the laboratory, where validity is determined by empirical evidence—which is a positivistic view. But, positivism is not embraced universally in the social sciences, and it is certainly not compatible with inductive reasoning. So why do businesses automatically turn to positivism when trying to understand human behavior and reasoning? When positivism was first extended to the academic social sciences, it met with opposition. Then another landmark event happened in the late 1990’s. A summary: Cognitive empathy work falls under constructivism and relativism. Now you have the explanation for why business seems to abhor qualitative research, and you can see it follows the historic tendency for natural sciences to get better funding and respect in the academic world.

University of South Carolina - Marketing Toolbox - Brand Personality The University of South Carolina's brand personality is our unique blend of traits that makes us who we are and tell our audiences what we aspire to be. It articulates our values and aspirations. All university marketing messages and communications activities should be based on this platform so that messaging to audiences is consistent and, over time, has a greater cumulative impact. Inconsistent and competing messages not grounded in the brand platform weaken the impact of university communications efforts. Intention: What we exist to do The University of South Carolina delivers leaders — cutting-edge thinkers and practical problem solvers. Benefit: Why it matters To make a positive impact on those we serve, the University of South Carolina is: Committed: We are committed to developing the leaders who are discovering solutions to some of today's most challenging problems. Value: What the brand will stand for over time Personality and Stance: The face we show the world Download the PDF

UX Design in 14 Simple Steps UX Design in 14 Simple Steps A Tweetstorm expanded. My long-time Cooper colleague, Jonathan Korman, has worked with me for nearly 20 years. On Twitter, Jonathan goes by the handle @miniver, and he can occasionally be goaded into tweeting out his wisdom, as happened recently when a correspondent asked him what he would say to a bunch of 19-year-olds who wanted to learn user experience design. The original thread can be seen here, where Jonathan recorded it in its entirety. Step 1: “Find out as much as you can about your users and their goals, needs, capacities, relationships, and other circumstances.” There’s a lot of goodness packed into this one, and that’s not surprising, as every other step will build on the results of this one. UX design is all about problem solving, so identifying the problem accurately is vital to success. The users define your solution, so pay attention to them first and foremost. User’s goals are critical. Capacities actually has multiple definitions.

Personas Our discussion in class about different personas was really interesting. Our minds seem to want to categorize ideas and things as a means of simplifying data. It is odd that we do that with complex human beings in order to create simplicity and I do think it undermines the creative human mind, but I understand why we do this. We talked about the "soccer mom" and "joe the plumber" and in class, we are organizing professors into different types. I think that this is all good and well, but probably the cheapest way of organizing humans. (The image above is a study done on Cell Phone user personas) Ray Kurzweil Raymond "Ray" Kurzweil (/ˈkɜrzwaɪl/ KURZ-wyl; born February 12, 1948) is an American author, computer scientist, inventor, futurist, and is a director of engineering at Google. Aside from futurology, he is involved in fields such as optical character recognition (OCR), text-to-speech synthesis, speech recognition technology, and electronic keyboard instruments. He has written books on health, artificial intelligence (AI), transhumanism, the technological singularity, and futurism. Kurzweil is a public advocate for the futurist and transhumanist movements, as has been displayed in his vast collection of public talks, wherein he has shared his primarily optimistic outlooks on life extension technologies and the future of nanotechnology, robotics, and biotechnology. Life, inventions, and business career[edit] Early life[edit] Ray Kurzweil grew up in the New York City borough of Queens. Kurzweil attended Martin Van Buren High School. Mid-life[edit] Later life[edit] Personal life[edit]

The 5 Must-Know Traits in Building Buyer Personas The 5 Must-Know Traits in Building Buyer Personas In the theatre actors are always charged with the task of stepping into their characters’ shoes. The A-list stars can eat, breathe, and talk with all the mannerisms and idiosyncrasies of their alter-ego and this makes the final performance more genuine and believable. The same rule applies to marketing where it becomes essential to deconstruct and then reconstruct prototypes of who your clients or customers are. In order to construct a buyer persona you need to get a bit scientific and conduct extensive field research. Buyers are notorious for misleading marketers about their choices and why one product was purchased over another, which is why questionnaires are only helpful to a point. Sitting down with your buyers once a month is not only a great way to evaluate their purchase history and needs, but also to form a more concrete bond with them that will translate into customer loyalty.