Personas Page Patterns
Thanks to Will Evans, who’s provided a couple more page patterns for the research category. You can download the PDF to view the patterns, or use the InDesign snippets with the EightShapes Unify set of deliverables. You can read his detailed post on Design Ethonography that includes branded versions of the same templates, or read on here for a basic intro.
Our combined qualitative and quantitative approach to persona creation offers several key advantages over more traditional methods, including the ability to map the personas back to existing marketing segmentation, financial, and demographic data. While this is not always possible, this correlation between the personas and the segments provides a three-dimensional picture of customer behavior; the segments revealed what customers are deliberating, desiring, doing, and the personas revealed how and why. In the Overview screen above, each of the personas placed on a line to show the various segments, what their expertise is, their motivations (“get it done,” versus “aspiring foodie”); which maps back to demographic segmentation based on where they are in the customer lifecycle. Why do it like this? When you fully integrate your UX personas with marketing segmentation information, it means that new marketing campaigns can be mapped back to specific archetypes – so you can ensure that the site you designed will support the marketing campaigns you have planned – it all works together. mapped back to specific archetypes – so you can ensure that the site you designed will support the marketing campaigns you have planned – it all works together.
The resulting personas are not only deep, rich and reliable, but expand from a design tool to a powerful tool for defining business strategy. The specific details in this persona start with high-level information about the user segment, but add color by writing a compelling narrative to instantiate the person – it’s not just about the user’s goals, needs, and the projects/products to support those – this is about creating a deep empathetic bond with the user segments. Bottom left side is filled out with demographic information, but when designing social media sites, this could be replaced with Forrester’s technographics information if that provides more meaningful context for your design problems.