ola personas d&j
DESCRIPTION
TRANSCRIPT
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Stephen Abram, Dysart & Jones
OLA Personas and Strategy
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Making Personas Work for OLA
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Business results depend on satisfying members
You are not your average member
Learning about members requires direct contact
Knowledge about members must be actionable
Decisions should be based on members
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Personas bring focus
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Personas
build empathy
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Personas encourage consensus
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Personas create efficiency
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Personas lead to better decisions
Personas for DesignPrograms and conferences, interaction design, visual design, content development, user testing
Personas for MarketingFramework for marketing campaigns, branding, messaging, market research
Personas for StrategyFramework for business decisions,offerings, channel usage, features
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Creating Personas
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The Landscape of User Research and TestingUser Interviews
QUALITATIVE (INSIGHTS)
GOALS & ATTITUDES(ASPIRATIONAL)
BEHAVIORS(ACTUAL)
User Surveys
Usability Testing
Site Traffic/Log File Analysis
Eye Tracking
Field Studies (Contextual Inquiry)
Shadow Shopping (Shop-Along)
Intercepts
Customer Support Data
Card Sorting
Focus Groups
Diary/Journal Studies
Participatory Design
User Advisory Panel
Automated Usability Testing
User Reports
Collages
QUANTITATIVE (VALIDATION)A/B Testing
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Qualitative Personas
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Member Interviews
• Cross-section of members, non-members, leadership, staff, other audiences
• 6 town halls is a good starting point• Informal, loosely structured conversations
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User Interviews: Topics
• History and context• Goals and behaviors
▫ Needs/triggers for usage, typical process, channel usage, feature and content usage, gaps, wish list
• Attitudes and motivators▫ Description of experience, likes/dislikes, influencers, psychological
drivers• Opportunities
▫ Reaction to new ideas, features, content, improvements• Observation of actual behavior (field studies, usability tests)
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Segmentation
Goals
Behaviors
Attitudes
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Personas
Understand how people will actually use the site
Segmentation: Marketing vs. Personas
Marketing
Sell to people
Age
IncomeGender
Otherdemographics
Goals
Behaviors
Attitudes
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Segmentation by Goals
What are different people trying to do with OLA?
Hierarchy of Goals
Other goals:• Read• Learn• Network
Be happyBe independentGrow your careerUnderstand processLearn about points
MotivatorMotivatorGoalNeedTask
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Segmentation by Behaviors and Attitudes
How do users differ based on what they do or how they think?
Behaviors:• Frequency of activity• Frequency of visits to
the website• Learning event attendance
including SC• Division engagement for
various needs• Use of competitors
Attitudes:• Knowledge about
librarianship• Motivators affecting
users’ likelihood to use and attend
• Perception of the OLA brand
• etc.
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Segmentation by Behaviors and Attitudes
Explore different combinationsF
req
uen
cy o
f O
LA
act
ivit
y
Knowledge about librarianship
The risk-taker who thinks he knows more than he actually does
The novice who needs a lot of guidance
The pro who wants to use site tools and doesn’t need help
The smart one who wants validation of what she already knows
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Segmentation by Behaviors and AttitudesSegmentation
Leve
l of
pre
para
tion
Desired level of personal interaction
Me
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Segmentation: The Tests
Your segments should…• Explain key differences you’ve
observed among members• Be different enough from
each other• Feel like real people• Be described quickly• Cover almost all users and
avoid edge cases• Clearly affect decision making
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Qualitative Personas with Quantitative Validation
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Surveys
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Surveys: Who
• Cross-section of members and non-members• Goal: Completions of surveys and town halls
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Surveys: What
• Questions to gather data on segmentation attributes (dependent variables)▫ Goal for using OLA site, SC and programs.
Importance of each possible goal to the user▫ Knowledge of librarianship (age/stage)
Age, stage, need User’s self-perception of their expertise needs
• Questions to test the segmentation against (independent variables)▫ Other behaviors (site/channel usage, feature usage, etc.)▫ Other attitudes (toward OLA, about self, etc.)▫ New features and content to test
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Surveys: What
Recommended order of questions:• Current goals, usage, and behavior, including channel usage• History with OLA and libraries• User of or importance of existing features and content• Satisfaction with existing OLA offerings• Importance of new features and content• Psychographic questions• Demographic questions
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Site Traffic Analysis
• Entry pages• Referrers• Exit pages• Common paths• Feature usage• Search terms• Conversion rate• Duration• Frequency
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Quantitative Nirvana: Complete User Portrait
• Survey data
What the user does
• Site traffic analysis• CRM data• Self-reported survey data
What the user says
What the user is worth • CRM data
• Self-reported survey data
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Quantitative Personas
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Quantitative Segmentation
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Making Personas Real
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Photos
www.sxc.hu www.morguefile.com www.istockphoto.com
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Using Personas
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Persona Document
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Persona Cards
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Life size Cutouts
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Persona Cubicle
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Other Ideas for Keeping Personas Alive
• Posters• Tchotchkes• Day-in-the-life photos, audio diaries, etc.• Role-playing• Quizzes• Staple to documents• Email addresses
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Organizational Strategy
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ProcessOpportunities
• Personas• Scenarios• Use cases• Programs• Features and Functions• Structure
Process
• Training• Orientation• Conference sessions
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Features and Functionality
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Structure
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Testing and Measuring Success
• QA process• Usability testing• Log files• Survey• Predictive modeling
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Stephen Abram, MLS, FSLAConsultant Dysart & Jones
Cel: [email protected]
Stephen’s Lighthouse Bloghttp://stephenslighthouse.com
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