Cense

Innovation to Impact

Personas: Visualizing Your Audience & Customer

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When we design any service or product we are creating it with someone in mind. Personas are a design-oriented approach that can enable us to envision this ‘someone’ – our markets – to better design our products and services for them.

Whether it is a new software product, a grant-making project, a collaborative initiative, or a social policy — any product or service is designed for some person(s) and groups. The more we can anticipate what the needs, wants, and preferences are of this group and how they live, work, and play — the better fit we’ll have.

Personas are a visual way to develop hypotheses and insight into what our customers, clients, and audiences might think, act, and use .

Personas: Qualities

Personas provide evidence-based insights that help us reframe
challenges by creating caricatures that are rooted in data and observations and can provide us with a means to anticipate how or why these individuals might engage with our products and services.


• Personas are not just descriptions of what we already believe about our audience. They come from the perspectives of our actual users. They may challenge or differ from the usual categories we rely on to think about our users.
• Each persona represents a group of users with similar characteristics,
habits, needs, and/or goals. Demographics may or may not play a key
part in a persona.
• Users also differ in important ways from each other; personas highlight
differences that matter.
• Personas are formed by bringing together multiple sources of
quantitative and qualitative data from diverse internal and outside
sources. If the data is not available, then design research is recommended to gather what’s required to make informed decisions.

This might include: surveys, published research from elsewhere, government or external reports, key informant interviews, field observations and direct observation or engagement with users.

Design Steps

Personas begin by looking at the data you have available and, where necessary, gathering more data to ensure you have a reasonable sample that captures both who you believe is your primary user and those who might be potential users.

Examine patterns and look for qualities among the sample — those individuals and groups that are represented in the data — that might go together. This includes things like:

  • Demographics – those that matter related to your product (e.g., age, sex, gender, race, ethnocultural heritage, income, sexual identity, education, employment)
  • Personal Identifiers (e.g., lifestyle behaviours, consumption patterns)
  • Experience with product or service. Are they experienced or new? What knowledge do they have or need to use it? What motivation might they have to use it?
  • Aspirations. What does the product or service solve for this individual? What does it bring to them or allow them to achieve? What are their goals?
  • Fears and Hopes. What are the ‘pain points’ or the things that will attract or detract users from engaging with your product?
  • Skills and Knowledge. What do users know, need to know, and what skills are necessary to engage with your product or service?

Next, sketch out the user. Make them visual — a look or feel and even a name. You might find yourself coming up with many different personas and this is helpful do allow you to determine the differences that make a difference. For example, if you find that the use of your product isn’t highly influenced by a certain demographic quality then that persona isn’t as affected by what you choose on that issue.

Once your personas have been developed, it’s helpful to consult with actual users that represent those personas in some form to test or validate some of the assumptions you used to develop those personas. Personas are not representative of actual people, they are combinations of qualities so the fit doesn’t have to be perfect, just coherent. Coherence is what you’re looking for.

After this, refine and design. Take what you learn and start designing your product or service for these users.

Sample

Below is an example of what a Persona could look like. The example below is modified from a real project undertaken by Cense Ltd and uses the example of volunteerism within a particular community as the focus. It represents one of many personas that were developed as part of an understanding of the issue. In this case, there was considerable data available on users which made it possible to give a confidence score out of 10 based on how confident the team felt the persona adequately represented characteristics of actual users.

What you’ll find is that by undertaking this research and the process of envisioning your users and potential users you can create a better fit with your product, higher adoption rates, and far fewer problems down the road.

This is a highly participatory process and when combined with the best data and developmental design approach increases the learning of your organization as well as creating better, more innovative products.

Want to apply this to your work and need some help? Contact us and we can help. This is what we do.

The Personal Inventory Method

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What’s important to you? It might sound simple, but when we engage in service design the way we ask that question will shape the answers we get.

Keeping with a design-inspired ethos of ‘show, don’t tell’ the Personal Inventory method is a simple means to answer that question of importance for people.

The method is simple, flexible, and can be used in physical, digital, or hybrid contexts so it’s suited to a variety of situations where we might seek to understand the values and beliefs of an audience or particular service user. The Personal Inventory method is a means for participants to gather and catalogue artifacts and evidence of their activities that help answer the question they are posted about what is important to them in a particular context.

Setting Up

The Personal Inventory is shaped around a specific question tied to importance and value within a context. While it can be helpful to ask the question generally, most often we want to focus attention on a particular topic. For example, if we are seeking to design a system that supports patients in navigating their healthcare, we might ask a question: What is important to you about your healthcare experience? Or, What is important to you when being cared for?

The next step is to provide a context for data gathering and presentation. For those who are using digital tools, it might be worth using a platform that is easy to navigate such as a Pinterest board, a shared Google Photos or Flickr folder, or a more sophisticated, but highly modifiable tool like Milannote. The tool should be something that your participants feel comfortable with and this might require some initial training and support.

For using a physical media, a simple scrapbook or posterboard will do.

Gathering, Sharing, and Learning

Provide a timeline for the project that is reasonable and have individuals capture artifacts that represent or illustrate what is important to them. This might include original photos or videos, representative images from the Internet or magazines, even sound recordings. For physical-based projects, this could also including bringing in physical items (or photos of them).

The guidance for the participants is recommended to be light so that individuals aren’t too directed toward a particular ‘idea’ and influenced to give what they think the researcher wants.

Once gathered, the process of ‘show and tell’ can be illuminating for everyone involved. This can be done as part of an individual interview/conversation or as part of a group (with permission from all participants) to allow everyone to speak to what they are sharing. Sometimes items might have a clear explicit meaning and an implicit meaning. The design team has an opportunity to converse with participants and ask further questions to help understand values, behaviours, and memories.

Outcomes

The Personal Inventory method is a creative, visual means to engage participants in research and elicit knowledge about values-in-practice. The opportunities to inquire about things in context and in relation to the problem domain that we are design for is high and it allows individuals to speak to their experience freely in a non-technical way. This method works well for people of various literacy levels and means and can produce insights into what both current designs do (and don’t) and what future designs might consider.

This is a simple method to use. If you want or need help designing your project and using this, reach out and contact us. This is what we do.

Design for Living: A Day in the Life

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Product and service developers can easily be fooled into thinking all they need to focus on is the moment of engagement with their product. The design method “A Day in the Life” can help us put our potential audience (customer, client, or “user”) into a clearer perspective.

A Day in the Life is a simple activity that seeks to catalogue the activities and contexts that your audience might engage in within a typical day to help shed light on the life circumstance and situations that could influence your product.

Begin at the Beginning

Let’s illustrate this simple method with an example: education and training. When we design for education and training, the actual service might be a class, webinar, or workshop. However, the total experience of learning may involve much more than that.

Rather than assume your service starts at the moment people sit down (in person, at the computer etc..) go back to the start of their day.

Start with imagining a ‘user’ — be as specific as possible about this person with as much detail as you can provide that reflects a ‘typical’ or a particular (e.g., specific segment) service or product user.

Then ask: What happened the moment they woke up?

This question tells you a lot and invites other questions: Did they get a good sleep? What were the conditions that they slept in? What time did they wake up?

This matters because one of the assumptions behind your education and training service might be that people are attentive, able to listen and process the material, participate when necessary, and able to codify what’s learned into their brain and apply that later to whatever problem is at hand.

If you want your service to be useful, it needs to fit the circumstances of your user. If your participants didn’t sleep well, had to get up early to commute, are living in a state of fear or violence, or have no good place to sleep at all they are already facing some challenges before they start.

Continue the Story

The first question will lead you to a series of other questions that continue with: What happened next?

You continue this story as you progress through the day in the life of your participant up to and through the actual service event you’re involved in. After that? Continue the story through to the end of the day.

Along the way you will identify such things about your audience like:

  • Demographics
  • Social life and network
  • ‘Touchpoints’ with other systems and services
  • Preferences
  • Social and psychological circumstances.

These are imaginations of sorts based on what you think is a ‘typical user’. To increase the likelihood of reflecting the experience of a diversity of users it is best to conduct some background research to ensure you are reflecting the true characteristics of your audience. This method also works for identifying qualities about non-typical or non-users to help you understand why they might not use or desire your product or service.

Putting it into Practice

This exercise is best done as a group and can be conducted within 2 hours comfortably with more time for more granular exploration. It is meant to be participatory, engaging and allow for some creative reflection.

Materials include:

  • Whiteboards or large flipchart paper
  • Markers
  • Sticky notes
  • Stickers (optional)

Over the course of a morning or afternoon, you can bring your team into a place of greater understanding of your users — current and potential — and help set the context for your service. If we consider our example of education and training, the lessons we learn from this might be that we break programming into different chunks, change the distribution model, provide additional or alternative means to access content, or perhaps follow-up with reminders and tips to aid memory or application.

This simple, engaging and powerful method will help you tell better stories about your product or service and those of the people you wish to influence and serve.

A Day in the Life is one of the methods that we teach as part of the Design Loft Experience pop-up held as part of the annual American Evaluation Association annual conference each year. It’s one of many methods we use to help our clients understand the bigger picture and gain new insights into their work. Want help implementing it? Contact us — this is what we do.

Surfacing Invisible Rules

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What often can hold our change initiatives back are mental models about how or why something happens. Historically, many innovations and discoveries were held back or failed outright because people were unable to see or believe what was in front of them. By asking a set of questions at the outset and throughout your project you can avoid many mishaps.

The scene below from Men In Black illustrates what happens when our mental models about the world get upended and ask a simple question about what we know*. (*Just prior to this scene, Will Smith’s character confronts alien life forms for the first time — something that Tommy Lee Jones’ character already knows and lives with.)

One way to surface these hidden assumptions is through an exercise we might call ‘Invisible Rules‘. This three-part exercise can help you surface and uncover those ‘hidden’ rules we live by that might be holding us back from what we are seeking to change.

The exercise involves asking a series of questions in three stages:

1. Assumptions

  • What assumptions am I operating under?
    • Consider things like people (populations, characteristics, traits, knowledge, skills, preferences), time and timing, the likelihood of success, resources required.
  • How did these assumptions come about?
    • Is the evidence based on fact or folk knowledge?
  • What evidence is there to support that these assumptions are true?
    • Is this evidence still valid? (e.g., is it based on a historical or current position? Has something changed considerably since the evidence was first generated to prompt questions about its relevance?)

2. Design

With these answers, we move to a new set of questions tied to the design of your innovation (project, product, service, etc..)

  • Can I modify any part of the design (e.g., remove, reduce, amplify, or replace) that might make it better?
  • What can I learn (borrow, modify, adapt) from other designs addressing similar issues?

3. Future-casting

Lastly, it is useful to ask yourself three “How might” questions about your innovation.

  • How might this project fail?
    • For whom? Under what conditions?
  • How might we learn about what we’re doing while we’re doing it?
    • The evaluation and reflection metrics, measures, and processes in place to learn what works and doesn’t as you go.
  • How might things change beyond our control?
    • Possible surprises that might sidetrack your plans (e.g., pandemic, government change, policy change).

These simple set of questions can produce an enormous amount of data for you and your team. In just a few hours you might save years of pain and problems and see beyond the fence into the pool of opportunity beyond.

Want help in seeing things differently and asking better questions in your work? There are some simple steps that can help your team see things that others can’t. Contact us. This is what we do.

we’d be happy to help.

Visual Thinking

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Service and product design involves creating something, envisioning it’s use, consideration of its effects, and hopefully seeing it achieve a goal. When we are creating or planning our project we need to consider all of that on top of the many ideas we have about what that product or service ought to involve. That is a lot to hold in our heads at one time.

This is why designers often rely on visual thinking and communication to help illustrate these ideas as systems. The benefits of this approach are many and include:

  • Providing a way to communicate your thoughts in multiple dimensions. Time, space, sequence, and effects are all different considerations for service design and visualizing that allows us to see these all in one space. Our language is linear, visualizing allows for linear and non-linear effects.
  • It creates a space for everyone to participate. Whether you are a skilled visual communicator or someone who hasn’t drawn anything by hand in 20 years, nearly everyone can draw. Visual thinking tools can provide a means to literally get people working on the same page. Simple methods like the Sketch Map are easy to employ and get everyone sharing ideas together.
  • Visual language – such as that illustrated by XPlane in their useful guide to visual thinking transcends spoken words and allows us to communicate even when our shared spoken language isn’t strong.
  • Visual thinking allows us to use metaphors, express complex emotions, and connect physical and emotional things together during a service journey in a way that is difficult to convey through oral or written language.
  • Visuals provide an artifact that can be interrogated, explored, and reviewed from many different perspectives allowing people to point to objects, relationships, and structures and ask about their purpose, illustration, and meaning without requiring much technical understanding of the problem-domain (allowing outside and alternative perspectives to meaningfully contribute).
  • It also provides a means to generate a shared understanding of the system boundaries, components, and purposes that guide your development of the service. It gets people on the same page metaphorically and literally.

Visual communicator Angelika Skotnicka provides a strong case for why we want to consider visual thinking and how it is done from the perspective of graphic recording.

Consider ways to bring in visual thinking to your project planning, service design, evaluation, and strategy development. It is low-risk, high-reward and is an engaging, low-cost, and often enjoyable way to generate enormous insight quickly and effectively.

Try it Out: A Tool

One of the best, low-friction tools to help you get your teams up and running is Milanote, which can allow you to brainstorm, plan, and design strategies using a web-based interface that allows you and your team to see your ideas on a canvas that can be edited, shared or adapted from a template.

Using tools like this can be a great way to practice visual thinking and build some of that ‘design muscle’ that we all have, but might not realize it.

Want to learn more about how to apply visual thinking to your work? Contact us and we can help you bring your ideas to light visually and more.