Understanding Web and Intranet Users Through Personas
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Prescient Digital Media is an intranet consulting firm that discussed how personas can help organizations understand their website and intranet users; personas represent typical user groups through profiles that include attributes like age, department, and technology skills; creating personas allows organizations to design sites that meet the needs of all user types.
Understanding Web and Intranet Users Through Personas
- 1. Understanding Web & Intranet Users Through Personas Watch the webinar video instead February 29, 2012 Adam Wasserman, Consultant Prescient Digital Media Carmine Porco, GM & VP Prescient Digital Media Strictly Confidential © 2012 Prescient Digital Media Not For Distribution Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 11
- 2. Agenda o Who we are o Personas • What are personas? • Value of personas • Persona elements oQ&A Strictly Confidential © 2012 Prescient Digital Media Not For Distribution Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 22
- 3. Twitter Hashtag @intranet2 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 33
- 4. Who we are Strictly Confidential © 2012 Prescient Digital Media Not For Distribution Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 44
- 5. Who is Prescient? o 11 years of rich history. o Strategic Internet & intranet consulting, planning & design services to many Fortune 500 & big brand clients, small and medium-size leaders. o More intranet engagements & clients than any firm (class). o A well defined and proven methodology. Strictly Confidential © 2012 Prescient Digital Media Not For Distribution Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 55
- 6. Listen. Understand. Deliver. o We treat each client as unique; • Listen to their needs, goals and challenges; • Understand a client’s requirements and potential; and • Deliver highly effective and innovative website & intranet plans, designs & solutions. Strictly Confidential © 2012 Prescient Digital Media Not For Distribution Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 66
- 7. Prescient Digital Media o Some of our clients: Strictly Confidential © 2012 Prescient Digital Media Not For Distribution Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 77
- 8. Personas Strictly Confidential © 2012 Prescient Digital Media Not For Distribution Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 88
- 9. Luke Smith Veronica Chung Chris Miller Roberta Davis -Human Resource -IT Project -Office Admin. -Manager Supervisor Manager -South Division -West Division -Eastern Division -North Division Strictly Confidential © 2012 Prescient Digital Media Not For Distribution Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 99
- 10. Age Department Gender Technology Location comfort Intranet Position navigational preference Name Work style Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 10 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 10
- 11. Personas… Represent & describe typical intranet/website users. Help organizations understand the needs of their users by thinking like the users (e.g. would Sue use this?). Help organizations make data-driven decisions. Ensure that all parts and aspects of the organization are appropriately represented. Makes the website/intranet more user-centric. Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 11 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 11
- 12. Personas are not… Every possible user or employee. Exact replicas of specific employee or user groups. Only used for usability testing. A replacement for other site development processes (e.g. business requirements, usability testing). Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 12 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 12
- 13. Value of Personas o Allow organizations to consider all users needs when redesigning or developing a site. o Makes large user populations more manageable and easier to understand. o Replaces the needs to canvas entire user communities. o Useful in all aspects of the business outside of the web/intranet initiatives. Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 13 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 13
- 14. Persona Elements - Intranet Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 14 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 14
- 15. Geographic Location o Different locations have different information/language needs that should be addressed. Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 15 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 15
- 16. Age o Older employees use technology different than younger employees. ≠ Company A Company B Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 16 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 16
- 17. Roles & Tenure o Different levels of access (data, forms, tools) and different levels of knowledge. Role Tenure Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 17 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 17
- 18. Business Unit/Department o Different information needs (News, data, forms, tools). Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 18 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 18
- 19. Work Location o Intranet needs reflect the work location • Social media is important to increase sense of community for somebody working from home. • Someone in transit may require more access to an employee directory. Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 19 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 19
- 20. Personas Complement Usability Testing Personas Jill Smith Use Apply for benefits Cases Usability 20 seconds to find form Testing Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 20 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 20
- 21. Use Cases and Usability Testing Task Difficulty # of Clicks Locations searched Essential Links, 1. Fill in your timesheet Medium 3-4 Employee Resources, Forms, Tools/Apps 2. Find out about your Essential Links, Easy 1-2 benefits Employee Resources 3. Find employee Essential Links, Hard 4-5 discounts Employee Resources 4. Fill out your Tools/Apps, Employee Medium 3 expenses Resources 5. Find the rules on gift Easy 2 Policies/Procedures giving and receiving 6. Listen to CEO’s Home Page, Employee Easy 1-2 update Resources 7. Edit your profile Hard 3-5 Header, Tools/Apps Strictly Confidential © 2012 Prescient Digital Media 21 Not For Distribution 21
- 22. Challenges o Personas are data-driven but the information that is needed is rarely easily accessible. o Prescient builds out relatable personas by first understanding the organization (interviews, workshops, surveys, research). o Personas need to reflect strategy. Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 22 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 22
- 23. Challenges (cont’d.) Personas & Use Cases Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 23 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 23
- 24. Q&A Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 24 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 24
- 25. Contact Information www.prescientdigital.com Adam Wasserman Carmine Porco, Consultant General Manager & Vice President Prescient Digital Media Prescient Digital Media e: awasserman@prescientdigital.com cporco@prescientdigital.com m: 647-966-9604 www.Twitter.com/carmineporco t: 416-926-8800 x 22 Skype:carmine.porco www.Twitter.com/awasserman 416.728.2226 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 25 Strictly Confidential © 2012 Prescient Digital Media Not For Distribution 25