who is your who? the importance of understanding motivations in design
DESCRIPTION
"Just because I like something doesn’t mean I will purchase it And just because I purchase it doesn’t mean I will find value in it, or have loyalty to it, or will use it." I think most of us naturally think about who might be using whatever it is we are designing/exploring/selling. But I am here to talk about the importance of this often unnoticed, afterthought of a step. And all the different ways the WHO can be explored. *Motivations are the key to uncovering your whoTRANSCRIPT
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Who is your WHO?
Leah McDougald • Personas: Who is your WHO? • 10/16/13
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So, who do you think your customer is?
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How many of you identify with your customer?
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How many of you are your customer?
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“I like it. So, if they are like me, they will like it.”
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(…and they will like me hopefully, too.)
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There is more to your customer than you think.
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Opinions are not motivations.
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“I so love tattoos.”
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“No way! I would never get one myself !”
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So, what do you need in order to understand these important people?
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em·pa·thythe ability to understand and share the feelings of another…in order to design for them!
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in business this can be
called…Strategy
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Personas
Leah McDougald • Personas: Who is your WHO? • 10/16/13
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Personas come after you explore who your customer is.(unless you are in advertising…)
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Aspirational archetypes can provide inspiration
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But personas define your actual customer
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User Types
Leah McDougald • Personas: Who is your WHO? • 10/16/13
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User types define the various motivations for interaction / use
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As a/an…I want to…So that I can…
Content cred: goatsoftware.com
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As a newly co-habitating woman
Content cred: goatsoftware.com
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As a newly co-habitating womanI want to digitize the chore list
Content cred: goatsoftware.com
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As a newly co-habitating womanI want to digitize the chore listSo that I can not kill my boyfriend not be a nag
easily share the list
Content cred: goatsoftware.com
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Leah McDougald, Director of Design ResearchDesign Central @leah_mcd
Special thanks to:Eric Barker, Gen Goodwin, Rebecca Loar
Thanks!
Leah McDougald • Personas: Who is your WHO? • 10/16/13
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Appendix:User Scenarios
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User scenarios define the potential variations in user experience
Cred: gatherspace.com
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There are “sunny day” use experiences(intended)
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There are “tragic”use experiences(unintended)