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Design & Innovation Challenge:Benefit Selection for Financial Security

CHXD Webinar

Agile Behavior-Based Personas For Better Designs

November 28, 2018

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The Center for Health Experience Design is a community of change makers who take a collaborative approach to improving health and humanizing the health system.

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@priyamabarua |@xacerb8

Dana OrtegónSenior Content Strategist

Mad*Pow

Priyama BaruaSenior Experience Strategist

Mad*Pow

Kathryn HautanenDirector

Center for Health Experience Design

Mad*Pow

PERSONAS

WHAT IS A PERSONA?


Personas are representations of key audience types that:

• Promote a uniform, shared understanding of audience needs

• Put a human face on customers and inspire empathy

• Help teams design for their customers, not for themselves

• Keep the focus on the most common customer types

• Serve as a reference point when conceptualizing and evaluating solutions


WHAT IS A PERSONA?

I found that this play-acting technique was remarkably effective for cutting through complex design questions of functionality and interaction, allowing me to clearly see what was necessary and unnecessary and, more importantly, to differentiate between what was used frequently and what was needed only infrequently.

“

”Alan Cooper

WHAT IS A PERSONA?


WHY PERSONAS FAIL?


WHY PERSONAS FAIL?


• Time and resource intensive

• May be based on demographics

• Not based on research

• May promote stereotypes

• Treated as a to-do item

• One-size-fits all

• Not actionable enough & teams don’t know how to apply them IRL

• No buy-in from team and leadership

• Created, but never used

Source: Nielsen Normal Group — Why Personas Fail [https://www.nngroup.com/articles/why-personas-fail/]

TIME & RESOURCE INTENSIVE

TIME & RESOURCE INTENSIVE

@priyamabarua |@xacerb8Source: Nielsen Normal Group — How Much Time Does it Take to Create Personas [https://www.nngroup.com/articles/persona-budgets/]

BASED ON DEMOGRAPHICS

DEMOGRAPHIC BASED PERSONAS…

• Don’t tell us what users need

• Don’t tell us how people will react to products and services

• Don’t tell us why people might do what they do


WHAT COMES TO MIND?

Blonde woman in early 40s, married with children.


IT COULD BE…



OR IT COULD BE…



MAY PROMOTE STEREOTYPES

WHAT IS A STEREOTYPE?


SOME STEREOTYPES

• Most gamers are men

• High-end or luxury goods are only bought by High net worth individuals

• Baby Boomers don’t like using technology

• Millennials like to do everything digitally


TRENDS THAT CHALLENGE STEREOTYPE:

• Women who dominate the gaming industry

• Low to middle income earners who consume high-end or luxury goods

• Baby Boomers who are increasingly tech-savvy

• Millennials who respond to direct mail and paper coupons


(Source:https://www.zionandzion.com/consumer-experience-stereotypes-personas-and-demographics/)

BEHAVIOR BASED PERSONAS

BEHAVIOR BASED PERSONAS

• We believe that people’s behavior is the most critical information in a persona because it allows the design team to envision how the persona will react in a wide range of situations.

• Behavior based personas have been particularly useful in integrating customer understanding into daily company activities, representing complex behavioral variables as actionable items, and creating evaluation criteria outside of standard market demographics.


USING RESEARCH TO BUILD BEHAVIOR ATTRIBUTES

To prevent unintentional bias, behavior attributes should be firmly based in qualitative AND quantitative customer research. These behavior attributes are represented on a scale between two extremes. Most people will fall somewhere in between, but it’s usually more helpful to base design decisions on the extremes.


“I just do what my doctor tells me. Who knows better than a trained

healthcare professional.”

“I read articles online and bring them to my doctor to consider

treatment options.”

TO COMPARE THE TWO…

Overwhelmed by complexityWants to be “told” what to doDoesn’t look around for best optionsChooses what’s easiestDoesn’t always follow treatment plan

30+ years oldMarried, no childrenTwo masters degreeWorks in a design companyLives in BostonExpat, originally from India

PRIYAMA’S DEMOGRAPHIC PROFILE

PRIYAMA’S BEHAVIOR-BASED PERSONA (HEALTH)

BEHAVIOR ATTRIBUTES TO GUIDE DESIGN

Overwhelmed by complexityWants to be “told” what to doDoesn’t look around for best optionsChooses what’s easiestDoesn’t always follow treatment plan

PRIYAMA’S BEHAVIOR-BASED PERSONA (HEALTH)

Give her simple, step by step directionsTell her exactly what to doNudge and educate her about optionsExplain benefits of optionsSupport adherence to treatment plan

HOW TO DESIGN FOR PRIYAMA

INTRODUCING MPACT

• The Mad*Pow Agile Persona Construction Toolkit (MPACT) is a generative design tool that helps teams create behavior-based personas.

• Using MPACT, teams can create a set of 1-5 personas in a single, day-long session.

• This process is not meant for building enterprise personas for general use. It’s designed to help you build project-specific personas.


WHAT IS MPACT?

HEALTH KIT

THE MPACT METHODOLOGY IS…

Behavior-based Kits contain behavior attributes relevant to health decision making, which are based on qualitative and quantitative research

RelevantTeam uses internal research of patients/audience to guide the persona building

AgileMade for the context of the product/service being designed

CollaborativeCreated by the team that will use them, and based on mutually agreed upon goals

Action orientedDesign tips based on behavior attributes

A GUIDED TOUR OF MPACT LITE

TABLE MAT

FACILITATOR’S GUIDE

The facilitator‘s “little helper”:

• Explains steps and tasks for team and facilitator

• Gives approximate timings, so you can plan breaks

• Provides team prompts

• Gives handy tips on moving conversations along


BUSINESS OBJECTIVE CARDS

The business objective is a company’s goal or aim for a particular product/service/ project. A project can have multiple business objectives.


PERSONA OBJECTIVE CARDS

Persona objectives give context to the persona’s behavior and are distinct from business objectives.


TRIGGER EVENT CARDS

The Trigger Event is what leads to a persona seeking out a persona objective.


BEHAVIOR CONSTELLATIONS

• The table mat includes five behavior constellations: Guidance, Management, Focus, Decision, and Execution.


CONSTELLATION OVERVIEW CARDS

Each Constellation has an Overview card that describes the behavior attributes contained within the constellation.


BEHAVIOR ATTRIBUTE CARDS

Behavior attributes are personality traits that bring a persona to life — and help build empathy.


PERSONA SHEET

Filling out the persona sheet leaves you with an artifact to reference throughout your project.


Personas keep the focus on the customer, and serve as a reference point when evaluating solutions

Behavior-based personas are a powerful tool for designing optimal experiences

Always use research to understand what behavior attributes are important to your product

MPACT can help you get stakeholder buy in early in the process and serve as a conversation generator

MPACT gives you the freedom to quickly create personas for individual projects

TO SUMMARIZE

Time and resource intensive

May be based on demographics, not on research

May promote stereotypes

Treated as a to-do item

One size fits all

Not actionable enough — teams don’t know how to apply them IRL

No buy-in from team and leadership

TO SUMMARIZE

QUESTIONS?

Dana OrtegónSenior Content Strategist

linkedin.com/in/danaortegon/

Priyama Barua Senior Experience Strategist

linkedin.com/in/priyamabarua

THANK YOU!

Go to info.madpow.com/MPACT

Download Code: DJMPS

HOW CAN YOU USE THE LITE KIT?

“And you can see the stickies on how we used it for clustering. We did some patient surveys for treatment of end stage renal disease.

I called the dimension from the kit Behavior Tendencies, and used it alongside our 2 personas: Undecided and Declined.

This added dimension helped us create much better How Might We statements.”

- Innovator from Kaiser Permanente

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Design & Innovation Challenge:Benefit Selection for Financial SecurityLearn Mre at CenterHXD.com

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APPENDIX: HOW DID WE BUILD THIS TOOL?

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