archetypes & personas: bringing user needs to life

1@BoozAllen #DigitalInteractive #dt4dc

Archetypes & Personas Bringing User Needs To Life May 2016


Agenda

7:00 - 7:30 Intro Our Team

Archetypes & Personas Case Examples

7:30 - 8:45 Workshop Exercise

Introduce Scenario Create Archetypes Share Out Create Personas Share Out

8:40 - 9:00 Wrap up – Q&A


Intro to Booz Allen’s Design Thinking Team

Aza Jenny

Alissa


Initiate Immerse Interpret Inspire Invent Implement Inform

Our Design Thinking Process

Archetype & Persona Creation

Iterate


Archetypes & Personas Where did they come from?

Different Needs Warrant Different Designs


In Marketing used for

customer segmentation

In Software Development

to aid user-centered design

In Design Thinking &

Service Design

to synthesize user research

1956 -1993 1975 - 1998 1987 - 2005

A Historical Perspective


What they are Archetypes are constructed based on user research and express the behaviors and attitudes of different types of consumers. Personas are fictional characters that sit beneath Archetypes – a breakdown of the archetypes into distinct personalities.


Why use them They are design tools meant to engage our empathy in order to make more informed design decisions – going beyond traditional methods of demographics, market segmentation, and need statements.


When to use them Archetypes are lenses through which the teams can uncover, create and assess gaps and opportunity areas. Personas are also used as lenses, often utilized downstream to make more precise design decisions during solutioning and prototyping.


How to use them 1.  Begin with the user research 2.  Synthesize findings into key

consumer segments that emerge 3.  Identify key attributes 4.  Develop archetypes based on top

attributes 5.  Construct different personas based

on the archetype that capture unique aspects of the user


Case Example

Improving The Children’s Inn Experience


To better understand how we could improve the resident’s experience at the Children’s Inn our interviews represented a range of experiences, including caregivers, patients, interns, staff, and volunteers.


We gathered over 2900 data points that fueled our creation of insights and ultimately solutions.


Ineed…tomakethebestdecisionsIcanformysonandmyfamily/tohaveaccessstoinforma@on/tobeabletoconnectwithotherpeoplewhoaregoingthroughsimilarexperiences/tospend@mewithmyfamily.

Iwanttoknow...aboutallofthedifferenttreatmentop@onsformyson/aboutallofthelatestexperimentaltreatments/howIcanmakeanimpactonothers/howIcanprovideformyfamilyfinancially.

Ilove…theaIen@ontodetailthatTCIputsin/keepingbusy/helpingothersevenwhenIfeelasifIcan’thelpmyself/Beingintheknowofmyson’streatment.

Iamfrustratedwhen...peoplearen’ton@me/myfamilyandfriendsdon’tunderstandhowtoempathizewithme/I’mtooexhaustedtodoanythingelseorbethereformyfamily/Ican’tworkbecauseofhealthcareassistancepolicies.

Inmyfuture…IhopethatthereisacureforNF1andthatDanielwasabletohelpfindthatcure/myotherchildrenwillgoontoleadhappyandsuccessfullives/Daniel’slegacywillliveon.

Ifeelthat…Iamoverwhelmedand@red/depressedwiththerealityofoursitua@on/Iwantmysontohavethebestqualityoflifehecan/IamdoingtheverybestIcantohelpmychild

“[email protected]’tthinkaboutayearfromnoworevennextweek.Wearejust

surviving.”

Dana///NFFamiliesFounderCalifornia///Marriedwith4children

Info gathering…

Consistently feels…

Relationships are…

View of the world…

PASSIVE

ESSENTIAL

STRESSED

REALISTIC

Dana

Sample Persona of a Caregiver.

15@BoozAllen #DigitalInteractive #dt4dc 15

Idea #1 – Mentor app

Idea #2 – Personal experience app Idea #4 – Welcome pack/starter kit

Idea #3 – VR tour

Top Ideas selected to address different user needs.


Currently prototyping Welcome pack/starter kit focused on improving Caregiver and Patient experience.


Case Example

Understanding Booz Allen Employees


The Problem Who are Booz Allen Employees? How can we understand and improve the employee experience?


Attributes Attributes are the subconscious motivations driving human behavior and choice. Our research revealed a number of dimensions that could describe Booz Allen Employees.


Archetypes The Caretaker The Counselor The Advocate The Chaser


Personas Meet Jill, a Caretaker. She has two kids, lives in California, and works remotely. She values her family over her own professional growth. She focuses on being productive by teleworking. She supports her team but doesn’t strive to go above and beyond.


Archetype & Persona Creation Workshop


Some things to keep in mind

SO…

1.  We do not have any user research

2.  We do not have enough time even if we did

3.  We want to use this opportunity to get your feet wet

•  Keep an open mind

•  Engage and actively participate

•  Have FUN!


The Scenario: A day in the life of an airline passenger


Different Types of Passengers

Business Traveler Leisure Traveler Family with Children Special Needs


Exercise

Creating Archetypes


Divide into groups Imagine that your client is a large airline who wants to improve the passenger experience. Categories like ”business traveler” and “families” are too large. They want to hone on specific aspects of those experiences.

Table1+2Whataretheuniquebusinesstravelerpersonas?

Table3+4

Whataretheuniquefamilypersonas?

Table5+6Whataretheuniqueleisuretravelerpersonas?

Table7+8

Whataretheuniquespecialneeds?


Set up your workspace. On your butcher paper, leave room for attributes, 2x2 matrix, archetype name, and description.

Archetype1Descrip)on




ATTRIBUTE1

ATTRIBUTE2

ATTRIBUTE3

ATTRIBUTE4

ATTRIBUTE5

ATTRIBUTE6

ATTRIBUTE1

ATTRIBUTE2


Brainstorm attributes. At your table, brainstorm different psychographic attributes for your user group. Once you have a good list (aim for 10), test them out!

TRAVELEXPERIENCE

SOCIALIZATION

CONFIDENCE

TOUCH-SPACE

ENERGY

CONECTEDNESS

FrequentflierFirst@me

Relaxed Anxious

ChaIy Quiet

PDANeedsspace

Timetounwind Timetoengage

UnpluggedPluggedin


Experiment. Pair different attributes together and hypothesize the different archetype that might live in each quadrant. See what resonates. Can you create a matrix that gives you four distinct archetypes?

AUTO

NOMY

ACTIVITYLEVEL

INDEPENDENT

DEPENDENT

WITHD

RAWN IN

VOLVED

AUTONOMY

VIEWOFTECH

FLIGHTANXIETY

ATTITUDE

Dependent

Apprehensive

Reassured

Nega@ve Cheerful

Distressful

Trus@ng

Independent

ATTRIBUTES


Label them and give them a few more qualities. What would they say? What secondary attributes are important? What makes a certain quadrant unique?

AUTONOMY

VIEWOFTECH

FLIGHTANXIETY

ATTITUDE

Dependent

Apprehensive

Reassured

Nega@ve Cheerful

Distressful

Trus@ng

Independent

ATTRIBUTES

AUTO

NOMY

ACTIVITYLEVEL

INDEPENDENT

DEPENDENT

WITHD

RAWN IN

VOLVED

TheReclusesarehappytokeeptothemselves.Theydon'tiden@fywithmainstreamcultureandcanbesetoffbythingstheydon't

understand.

TheGreyMavericksareabletodothingsontheirownandarealwaysinterestedinremainingup-to-date.Theyhavethemostdiversesetofneeds.

TheSilentStrugglersaredependentonothersandnotpronetospeakupforwhattheyneed.

TheRulersarechallengedtotaketheairlinejourneybythemselves.Theymustconstantlyaskforwhattheyneed.Whiletheyread,watchTV,andstrikeupconversa@ons,theylacktheconfidencetodothingsbythemselves.

Name and describe.


Identify gaps.

Pick the archetype that seems the most ripe for innovation! On an index card write the name on your archetype and which part of the journey you’d like to improve for them.


Swap Tables and

SHARE!


Exercise

Creating Personas


Pair up. In groups of two create an empathy map for your new persona. This will help you to consider their unique customer journey.


Fill out the persona worksheet based off of the archetype that you both felt has the most potential for innovation.

Create.

Lois,76Goals

FrustraYons

•  Fosteringandcul@va@ngrela@onshipswithpeople

•  Spending@mewithfamilyandfriends

[email protected]’tpar@cularlyloveflying,especiallyofflyingalone,butherdaughterjusthadababyandshewantstogoseehenewgrandson.Shelovestotalktoeveryoneshemeetsandshowthempicturesofherfamily.

Thinking•  Thelast@mesheflewwaswithherhusband

•  Willshebeabletogettothebathroomwhensheneeds

MoYvaYons•  Makingherflighton@me•  Havingasafeandunevenlulflightbyherself

•  Spending@mewithfamily

Feeling•  Anxiousaboutflyingbyherself

•  Excitedtoseehernewgrandson

•  Complicatedtechnology•  Whenitscold•  Whenthereisnoonetohelp

her

Overview


Ideate. Next: Now that you have created your persona, brainstorm potential solutions for part in your persona’s journey that you identified as needing improvement.


Swap teams and

SHARE!


Questions? Comments?

Interested in learning more about our team ?Contact us! Remember to tweet your questions…

Wrap up