neil wardrop - channel 4 personas
DESCRIPTION
User Centred Design is a fairly new discipline for broadcasting organisations. However with increasing focus on digital output especially Video on Demand the user is becoming more central to the business. In this talk I’ll explain how we went about creating Personas for Channel 4 and how we ensured they were adopted more widely than just within the UX team.TRANSCRIPT
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Channel 4 PersonasCreating a design tool for a broadcasting
organisation
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• Designers (External and Internal)• TV / Digital production companies• Dev teams• Commissioning Editors• Heads of department• Commercial Teams• Ad Sales team
Who’s the audience?
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• Original ‘Futureproof’ survey conducted by Kantar in Q4 2010
• 1800 respondents, nationally representative
• Segmentation based on attitudes not just demographic data
• 8 Segements found
Main data source
Attitudes
Devices Favourite shows
Behaviour and usage
Brands and Products
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Channel 4 personas
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Channel 4 personas
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Channel 4 personas
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Channel 4 personas
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Channel 4 personas
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Channel 4 personas
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Who are the users?
How will they be using the service?
Content interests
Context - where will the users be?
Value of personas
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• Original survey was in 2010• Update conducted by Kantar in April 2012• Segmentation based on attitudes not just
demographic data• Addition of a social media dimension
Keeping it up to date
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The segments evolved
Similar attitudes, more use of VoD
Slightly older
Older and Younger groups, Vod Focus still
More Female, social networks
More Male, Slightly older
Even Gender, slightly younger
All have digital TV, even gender
More even age spread, focus on social
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• Use as much real data as you can get• Engage with others within your
organisation to help construct them• Try to make them as visual as possible• Keep them up to date – iterate• Shout about them
Summary
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