what's in a user persona?

Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013

User Personas

Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013

Users Use Things

Websites

Applications

The Internet

Kiosks

Things. Stuff.

Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013

Personas represent “typical” users

Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013

User personas are ...

Built from Assumptions (a starting point)

Built from Data + Best Practices

(valuable)

Built from Observation + Data

(very valuable)

Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013

Types of Personas

Brand

Marketing

User

Oregon Wine Board: User Personas

Creator Robin Stevens & Morgan Miller, Experience Lab Strategy@ExperienceLabPDX.com

4

Wine Traveler

Anna-Helena Jameson Age: 48

Wine Interests: Production, terroir, history

Lives in: Brooklyn, NY

"I want to know everything about my favorite wines!"

Task flow scenarios - key user paths

▪ Foster tourism to Oregon wineries▪ Create recommendations in social

networks to spread positive experiences and generate press

▪ Make connections between high end, high frequency customers and wineries

▪Gather information about visiting Oregon wine country▪Save trip information▪Guidance on other places to visit given the places chosen▪Tasting and touring information

User Goals Business Goals

Google Search

Homepage

Travel Information

Oregon Wineries

List

Saved Trip

Nearby Listings

Email

Winery Detail Page

Anna-Helena celebrates the end of her work day with a single glass of spectacular wine. Wine has become more than just an interest, it has bloomed into a rewarding passion. Anna-Helena enjoys reading through wine blogs and discussing tasting notes through social media with other wine fans. She and her husband Matt have visited Northern California and Spain in the last few years and in each place took enjoyable forays to wineries.

Anna-Helena has been reading a lot about Portland and Oregon and sustainability in general in the New York Times recently and she's begun to entertain the idea of a visit. She's very interested in sustainable production and has heard that Oregon is pioneering several new and important methods. Additionally, at a recent tasting event with friends she sampled a stellar lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The distributor hosting the event had been glowing with stories about the interesting characters who populate the Oregon wine world. It was during that conversation that it struck her: visiting wineries would be a great way to explore Oregon.

One day-dreamy afternoon, Anna-Helena sat down to gather information for a trip so she could present Matt with some inspiring options. A google search for "Oregon wine travel" returns the Oregon Wine website. A lot looks interesting on the home page, but she is immediately attracted to a featured section on Visiting Wine Country and clicks on a link to "planning your itinerary."

Anna-Helena looks through the list of wineries and comes across Beaux Freres. How fun to visit the place that produced that great Pinot Noir! She clicks the small "add to itinerary link" and then finds a few other interesting wineries and adds them as well. Anna-Helena creates an account, saves her trip, and emails herself the itinerary.

Several days later, Anna-Helena comes back to her Oregon plans. Through the website she finds links to a wealth of information for Oregon trips. She also dips back to her itinerary and sends emails to several wineries that are open by appointment only. After hearing back that the dates she was hoping for are available, she visits a final time to firm up daily itineraries and print a copy to bring on the plane. Oregon, here they come!

~

Online Search Behavior!"#$%&$$'()#*#$'%+#',-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,'1#*%8"/-"%9/2"7%/$-*60#%3*'-#+%7.%1/+/7:%3*'-#+%7.%+7';:%'$0%8/$#+%'$0%5..0+%7.%7,;<%)#,%+#',-"#+%=#2/$%'+%9.,#%2#$#,/-%#>3*.,'4.$+%/$7.%7,'1#*%.34.$+%'$0%7.6,%,#-.99#$0'4.$+%5.,%?,#2.$<

Customer Profile & Use Scenario

Mobile opportunity for engagement when the

traveler arrives.

Add to Itinerary

Save Trip and Create Account

Key Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7'+4$28/$#%+6+7'/$'=/*/7;8/$#%7'+4$2%/$%.,#2.$8/**'9#C#%1'**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%9'3.,#2.$%8/$#%-.6$7,;%9'3(Developed for Sockeye Creative)

What we create at Experience Lab

Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013

Anna-Helena Jameson Age: 48

Wine Interests: Production, terroir, history

Lives in: Brooklyn, NY

"I want to know everything about my favorite wines!"

Task flow scenarios - key user paths

Google Search

Homepage

Travel Information

Oregon Wineries

List

Saved Trip

Nearby Listings

Email

Winery Detail Page

Mobile opportunity for engagement when the

traveler arrives.

Add to Itinerary

Save Trip and Create Account

▪Gather information about visiting Oregon wine country▪Save trip information▪Guidance on other places to visit given the places chosen▪Tasting and touring information

User Goals

▪ Foster tourism to Oregon wineries▪ Create recommendations in social

networks to spread positive experiences and generate press

▪ Make connections between high end, high frequency customers and wineries

Business Goals

Anna-Helena celebrates the end of her work day with a single glass of spectacular wine. Wine has become more than just an interest, it has bloomed into a rewarding passion. Anna-Helena enjoys reading through wine blogs and discussing tasting notes through social media with other wine fans. She and her husband Matt have visited Northern California and Spain in the last few years and in each place took enjoyable forays to wineries.

Anna-Helena has been reading a lot about Portland and Oregon and sustainability in general in the New York Times recently and she's begun to entertain the idea of a visit. She's very interested in sustainable production and has heard that Oregon is pioneering several new and important methods. Additionally, at a recent tasting event with friends she sampled a stellar lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The distributor hosting the event had been glowing with stories about the interesting characters who populate the Oregon wine world. It was during that conversation that it struck her: visiting wineries would be a great way to explore Oregon.

One day-dreamy afternoon, Anna-Helena sat down to gather information for a trip so she could present Matt with some inspiring options. A google search for "Oregon wine travel" returns the Oregon Wine website. A lot looks interesting on the home page, but she is immediately attracted to a featured section on Visiting Wine Country and clicks on a link to "planning your itinerary."

Anna-Helena looks through the list of wineries and comes across Beaux Freres. How fun to visit the place that produced that great Pinot Noir! She clicks the small "add to itinerary link" and then finds a few other interesting wineries and adds them as well. Anna-Helena creates an account, saves her trip, and emails herself the itinerary.

Several days later, Anna-Helena comes back to her Oregon plans. Through the website she finds links to a wealth of information for Oregon trips. She also dips back to her itinerary and sends emails to several wineries that are open by appointment only. After hearing back that the dates she was hoping for are available, she visits a final time to firm up daily itineraries and print a copy to bring on the plane. Oregon, here they come!

~

Online Search Behavior!"#$%&$$'()#*#$'%+#',-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,'1#*%8"/-"%9/2"7%/$-*60#%3*'-#+%7.%1/+/7:%3*'-#+%7.%+7';:%'$0%8/$#+%'$0%5..0+%7.%7,;<%)#,%+#',-"#+%=#2/$%'+%9.,#%2#$#,/-%#>3*.,'4.$+%/$7.%7,'1#*%.34.$+%'$0%7.6,%,#-.99#$0'4.$+%5.,%?,#2.$<

Customer Profile & Use Scenario

Key Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7'+4$28/$#%+6+7'/$'=/*/7;8/$#%7'+4$2%/$%.,#2.$8/**'9#C#%1'**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%9'3.,#2.$%8/$#%-.6$7,;%9'3

What’s in our user personas?web

^

Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013

"I want to know everything about my favorite wines!"

Task flow scenarios - key user paths

Google Search

Homepage

Travel Information

Oregon Wineries

List

Saved Trip

Nearby Listings

Email

Winery Detail Page

Mobile opportunity for engagement when the

traveler arrives.

Add to Itinerary

Save Trip and Create Account

▪Gather information about visiting Oregon wine country▪Save trip information▪Guidance on other places to visit given the places chosen▪Tasting and touring information

User Goals

▪ Foster tourism to Oregon wineries▪ Create recommendations in social

networks to spread positive experiences and generate press

▪ Make connections between high end, high frequency customers and wineries

Business Goals

Anna-Helena celebrates the end of her work day with a single glass of spectacular wine. Wine has become more than just an interest, it has bloomed into a rewarding passion. Anna-Helena enjoys reading through wine blogs and discussing tasting notes through social media with other wine fans. She and her husband Matt have visited Northern California and Spain in the last few years and in each place took enjoyable forays to wineries.

Anna-Helena has been reading a lot about Portland and Oregon and sustainability in general in the New York Times recently and she's begun to entertain the idea of a visit. She's very interested in sustainable production and has heard that Oregon is pioneering several new and important methods. Additionally, at a recent tasting event with friends she sampled a stellar lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The distributor hosting the event had been glowing with stories about the interesting characters who populate the Oregon wine world. It was during that conversation that it struck her: visiting wineries would be a great way to explore Oregon.

One day-dreamy afternoon, Anna-Helena sat down to gather information for a trip so she could present Matt with some inspiring options. A google search for "Oregon wine travel" returns the Oregon Wine website. A lot looks interesting on the home page, but she is immediately attracted to a featured section on Visiting Wine Country and clicks on a link to "planning your itinerary."

Anna-Helena looks through the list of wineries and comes across Beaux Freres. How fun to visit the place that produced that great Pinot Noir! She clicks the small "add to itinerary link" and then finds a few other interesting wineries and adds them as well. Anna-Helena creates an account, saves her trip, and emails herself the itinerary.

Several days later, Anna-Helena comes back to her Oregon plans. Through the website she finds links to a wealth of information for Oregon trips. She also dips back to her itinerary and sends emails to several wineries that are open by appointment only. After hearing back that the dates she was hoping for are available, she visits a final time to firm up daily itineraries and print a copy to bring on the plane. Oregon, here they come!

~

Online Search Behavior!"#$%&$$'()#*#$'%+#',-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,'1#*%8"/-"%9/2"7%/$-*60#%3*'-#+%7.%1/+/7:%3*'-#+%7.%+7';:%'$0%8/$#+%'$0%5..0+%7.%7,;<%)#,%+#',-"#+%=#2/$%'+%9.,#%2#$#,/-%#>3*.,'4.$+%/$7.%7,'1#*%.34.$+%'$0%7.6,%,#-.99#$0'4.$+%5.,%?,#2.$<

Customer Profile & Use Scenario

Key Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7'+4$28/$#%+6+7'/$'=/*/7;8/$#%7'+4$2%/$%.,#2.$8/**'9#C#%1'**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%9'3.,#2.$%8/$#%-.6$7,;%9'3

Anna-Helena Jameson Age: 48

Wine Interests: Production, terroir, history

Lives in: Brooklyn, NY

A plausible demographic profile

Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013

"I want to know everything about my favorite wines!"

Task flow scenarios - key user paths

Google Search

Homepage

Travel Information

Oregon Wineries

List

Saved Trip

Nearby Listings

Email

Winery Detail Page

Mobile opportunity for engagement when the

traveler arrives.

Add to Itinerary

Save Trip and Create Account

Anna-Helena celebrates the end of her work day with a single glass of spectacular wine. Wine has become more than just an interest, it has bloomed into a rewarding passion. Anna-Helena enjoys reading through wine blogs and discussing tasting notes through social media with other wine fans. She and her husband Matt have visited Northern California and Spain in the last few years and in each place took enjoyable forays to wineries.

Anna-Helena has been reading a lot about Portland and Oregon and sustainability in general in the New York Times recently and she's begun to entertain the idea of a visit. She's very interested in sustainable production and has heard that Oregon is pioneering several new and important methods. Additionally, at a recent tasting event with friends she sampled a stellar lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The distributor hosting the event had been glowing with stories about the interesting characters who populate the Oregon wine world. It was during that conversation that it struck her: visiting wineries would be a great way to explore Oregon.

One day-dreamy afternoon, Anna-Helena sat down to gather information for a trip so she could present Matt with some inspiring options. A google search for "Oregon wine travel" returns the Oregon Wine website. A lot looks interesting on the home page, but she is immediately attracted to a featured section on Visiting Wine Country and clicks on a link to "planning your itinerary."

Anna-Helena looks through the list of wineries and comes across Beaux Freres. How fun to visit the place that produced that great Pinot Noir! She clicks the small "add to itinerary link" and then finds a few other interesting wineries and adds them as well. Anna-Helena creates an account, saves her trip, and emails herself the itinerary.

Several days later, Anna-Helena comes back to her Oregon plans. Through the website she finds links to a wealth of information for Oregon trips. She also dips back to her itinerary and sends emails to several wineries that are open by appointment only. After hearing back that the dates she was hoping for are available, she visits a final time to firm up daily itineraries and print a copy to bring on the plane. Oregon, here they come!

~

Online Search Behavior!"#$%&$$'()#*#$'%+#',-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,'1#*%8"/-"%9/2"7%/$-*60#%3*'-#+%7.%1/+/7:%3*'-#+%7.%+7';:%'$0%8/$#+%'$0%5..0+%7.%7,;<%)#,%+#',-"#+%=#2/$%'+%9.,#%2#$#,/-%#>3*.,'4.$+%/$7.%7,'1#*%.34.$+%'$0%7.6,%,#-.99#$0'4.$+%5.,%?,#2.$<

Customer Profile & Use Scenario

Key Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7'+4$28/$#%+6+7'/$'=/*/7;8/$#%7'+4$2%/$%.,#2.$8/**'9#C#%1'**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%9'3.,#2.$%8/$#%-.6$7,;%9'3

Anna-Helena Jameson Age: 48

Wine Interests: Production, terroir, history

Lives in: Brooklyn, NY

▪Gather information about visiting Oregon wine country▪Save trip information▪Guidance on other places to visit given the places chosen▪Tasting and touring information

User Goals

▪ Foster tourism to Oregon wineries▪ Create recommendations in social

networks to spread positive experiences and generate press

▪ Make connections between high end, high frequency customers and wineries

Business Goals

A comparison of user goals and business goals

Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013

"I want to know everything about my favorite wines!"

Task flow scenarios - key user paths

Google Search

Homepage

Travel Information

Oregon Wineries

List

Saved Trip

Nearby Listings

Email

Winery Detail Page

Mobile opportunity for engagement when the

traveler arrives.

Add to Itinerary

Save Trip and Create Account

Anna-Helena celebrates the end of her work day with a single glass of spectacular wine. Wine has become more than just an interest, it has bloomed into a rewarding passion. Anna-Helena enjoys reading through wine blogs and discussing tasting notes through social media with other wine fans. She and her husband Matt have visited Northern California and Spain in the last few years and in each place took enjoyable forays to wineries.

Anna-Helena has been reading a lot about Portland and Oregon and sustainability in general in the New York Times recently and she's begun to entertain the idea of a visit. She's very interested in sustainable production and has heard that Oregon is pioneering several new and important methods. Additionally, at a recent tasting event with friends she sampled a stellar lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The distributor hosting the event had been glowing with stories about the interesting characters who populate the Oregon wine world. It was during that conversation that it struck her: visiting wineries would be a great way to explore Oregon.

One day-dreamy afternoon, Anna-Helena sat down to gather information for a trip so she could present Matt with some inspiring options. A google search for "Oregon wine travel" returns the Oregon Wine website. A lot looks interesting on the home page, but she is immediately attracted to a featured section on Visiting Wine Country and clicks on a link to "planning your itinerary."

Anna-Helena looks through the list of wineries and comes across Beaux Freres. How fun to visit the place that produced that great Pinot Noir! She clicks the small "add to itinerary link" and then finds a few other interesting wineries and adds them as well. Anna-Helena creates an account, saves her trip, and emails herself the itinerary.

Several days later, Anna-Helena comes back to her Oregon plans. Through the website she finds links to a wealth of information for Oregon trips. She also dips back to her itinerary and sends emails to several wineries that are open by appointment only. After hearing back that the dates she was hoping for are available, she visits a final time to firm up daily itineraries and print a copy to bring on the plane. Oregon, here they come!

~

Online Search Behavior!"#$%&$$'()#*#$'%+#',-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,'1#*%8"/-"%9/2"7%/$-*60#%3*'-#+%7.%1/+/7:%3*'-#+%7.%+7';:%'$0%8/$#+%'$0%5..0+%7.%7,;<%)#,%+#',-"#+%=#2/$%'+%9.,#%2#$#,/-%#>3*.,'4.$+%/$7.%7,'1#*%.34.$+%'$0%7.6,%,#-.99#$0'4.$+%5.,%?,#2.$<

Customer Profile & Use Scenario

Key Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7'+4$28/$#%+6+7'/$'=/*/7;8/$#%7'+4$2%/$%.,#2.$8/**'9#C#%1'**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%9'3.,#2.$%8/$#%-.6$7,;%9'3

Anna-Helena Jameson Age: 48

Wine Interests: Production, terroir, history

Lives in: Brooklyn, NY

▪Gather information about visiting Oregon wine country▪Save trip information▪Guidance on other places to visit given the places chosen▪Tasting and touring information

User Goals

▪ Foster tourism to Oregon wineries▪ Create recommendations in social

networks to spread positive experiences and generate press

▪ Make connections between high end, high frequency customers and wineries

Business Goals

A site visit narrative that includes context

Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013

"I want to know everything about my favorite wines!"

Anna-Helena celebrates the end of her work day with a single glass of spectacular wine. Wine has become more than just an interest, it has bloomed into a rewarding passion. Anna-Helena enjoys reading through wine blogs and discussing tasting notes through social media with other wine fans. She and her husband Matt have visited Northern California and Spain in the last few years and in each place took enjoyable forays to wineries.

Anna-Helena has been reading a lot about Portland and Oregon and sustainability in general in the New York Times recently and she's begun to entertain the idea of a visit. She's very interested in sustainable production and has heard that Oregon is pioneering several new and important methods. Additionally, at a recent tasting event with friends she sampled a stellar lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The distributor hosting the event had been glowing with stories about the interesting characters who populate the Oregon wine world. It was during that conversation that it struck her: visiting wineries would be a great way to explore Oregon.

One day-dreamy afternoon, Anna-Helena sat down to gather information for a trip so she could present Matt with some inspiring options. A google search for "Oregon wine travel" returns the Oregon Wine website. A lot looks interesting on the home page, but she is immediately attracted to a featured section on Visiting Wine Country and clicks on a link to "planning your itinerary."

Anna-Helena looks through the list of wineries and comes across Beaux Freres. How fun to visit the place that produced that great Pinot Noir! She clicks the small "add to itinerary link" and then finds a few other interesting wineries and adds them as well. Anna-Helena creates an account, saves her trip, and emails herself the itinerary.

Several days later, Anna-Helena comes back to her Oregon plans. Through the website she finds links to a wealth of information for Oregon trips. She also dips back to her itinerary and sends emails to several wineries that are open by appointment only. After hearing back that the dates she was hoping for are available, she visits a final time to firm up daily itineraries and print a copy to bring on the plane. Oregon, here they come!

~

Online Search Behavior!"#$%&$$'()#*#$'%+#',-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,'1#*%8"/-"%9/2"7%/$-*60#%3*'-#+%7.%1/+/7:%3*'-#+%7.%+7';:%'$0%8/$#+%'$0%5..0+%7.%7,;<%)#,%+#',-"#+%=#2/$%'+%9.,#%2#$#,/-%#>3*.,'4.$+%/$7.%7,'1#*%.34.$+%'$0%7.6,%,#-.99#$0'4.$+%5.,%?,#2.$<

Customer Profile & Use Scenario

Key Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7'+4$28/$#%+6+7'/$'=/*/7;8/$#%7'+4$2%/$%.,#2.$8/**'9#C#%1'**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%9'3.,#2.$%8/$#%-.6$7,;%9'3

Anna-Helena Jameson Age: 48

Wine Interests: Production, terroir, history

Lives in: Brooklyn, NY

▪Gather information about visiting Oregon wine country▪Save trip information▪Guidance on other places to visit given the places chosen▪Tasting and touring information

User Goals

▪ Foster tourism to Oregon wineries▪ Create recommendations in social

networks to spread positive experiences and generate press

▪ Make connections between high end, high frequency customers and wineries

Business Goals

A user task flow that shows movement from screen to

screen

Task flow scenarios - key user paths

Google Search

Homepage

Travel Information

Oregon Wineries

List

Saved Trip

Nearby Listings

Email

Winery Detail Page

Mobile opportunity for engagement when the

traveler arrives.

Add to Itinerary

Save Trip and Create Account

Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013

Anna-Helena celebrates the end of her work day with a single glass of spectacular wine. Wine has become more than just an interest, it has bloomed into a rewarding passion. Anna-Helena enjoys reading through wine blogs and discussing tasting notes through social media with other wine fans. She and her husband Matt have visited Northern California and Spain in the last few years and in each place took enjoyable forays to wineries.

Anna-Helena has been reading a lot about Portland and Oregon and sustainability in general in the New York Times recently and she's begun to entertain the idea of a visit. She's very interested in sustainable production and has heard that Oregon is pioneering several new and important methods. Additionally, at a recent tasting event with friends she sampled a stellar lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The distributor hosting the event had been glowing with stories about the interesting characters who populate the Oregon wine world. It was during that conversation that it struck her: visiting wineries would be a great way to explore Oregon.

One day-dreamy afternoon, Anna-Helena sat down to gather information for a trip so she could present Matt with some inspiring options. A google search for "Oregon wine travel" returns the Oregon Wine website. A lot looks interesting on the home page, but she is immediately attracted to a featured section on Visiting Wine Country and clicks on a link to "planning your itinerary."

Anna-Helena looks through the list of wineries and comes across Beaux Freres. How fun to visit the place that produced that great Pinot Noir! She clicks the small "add to itinerary link" and then finds a few other interesting wineries and adds them as well. Anna-Helena creates an account, saves her trip, and emails herself the itinerary.

Several days later, Anna-Helena comes back to her Oregon plans. Through the website she finds links to a wealth of information for Oregon trips. She also dips back to her itinerary and sends emails to several wineries that are open by appointment only. After hearing back that the dates she was hoping for are available, she visits a final time to firm up daily itineraries and print a copy to bring on the plane. Oregon, here they come!

~

Online Search Behavior!"#$%&$$'()#*#$'%+#',-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,'1#*%8"/-"%9/2"7%/$-*60#%3*'-#+%7.%1/+/7:%3*'-#+%7.%+7';:%'$0%8/$#+%'$0%5..0+%7.%7,;<%)#,%+#',-"#+%=#2/$%'+%9.,#%2#$#,/-%#>3*.,'4.$+%/$7.%7,'1#*%.34.$+%'$0%7.6,%,#-.99#$0'4.$+%5.,%?,#2.$<

Customer Profile & Use Scenario

Key Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7'+4$28/$#%+6+7'/$'=/*/7;8/$#%7'+4$2%/$%.,#2.$8/**'9#C#%1'**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%9'3.,#2.$%8/$#%-.6$7,;%9'3

Anna-Helena Jameson Age: 48

Wine Interests: Production, terroir, history

Lives in: Brooklyn, NY

▪Gather information about visiting Oregon wine country▪Save trip information▪Guidance on other places to visit given the places chosen▪Tasting and touring information

User Goals

▪ Foster tourism to Oregon wineries▪ Create recommendations in social

networks to spread positive experiences and generate press

▪ Make connections between high end, high frequency customers and wineries

Business Goals

Task flow scenarios - key user paths

Google Search

Homepage

Travel Information

Oregon Wineries

List

Saved Trip

Nearby Listings

Email

Winery Detail Page

Mobile opportunity for engagement when the

traveler arrives.

Add to Itinerary

Save Trip and Create Account

"I want to know everything about my favorite wines!"

A user quote that sums up this user typeʼs relationship

to the product

Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013

Anna-Helena celebrates the end of her work day with a single glass of spectacular wine. Wine has become more than just an interest, it has bloomed into a rewarding passion. Anna-Helena enjoys reading through wine blogs and discussing tasting notes through social media with other wine fans. She and her husband Matt have visited Northern California and Spain in the last few years and in each place took enjoyable forays to wineries.

Anna-Helena has been reading a lot about Portland and Oregon and sustainability in general in the New York Times recently and she's begun to entertain the idea of a visit. She's very interested in sustainable production and has heard that Oregon is pioneering several new and important methods. Additionally, at a recent tasting event with friends she sampled a stellar lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The distributor hosting the event had been glowing with stories about the interesting characters who populate the Oregon wine world. It was during that conversation that it struck her: visiting wineries would be a great way to explore Oregon.

One day-dreamy afternoon, Anna-Helena sat down to gather information for a trip so she could present Matt with some inspiring options. A google search for "Oregon wine travel" returns the Oregon Wine website. A lot looks interesting on the home page, but she is immediately attracted to a featured section on Visiting Wine Country and clicks on a link to "planning your itinerary."

Anna-Helena looks through the list of wineries and comes across Beaux Freres. How fun to visit the place that produced that great Pinot Noir! She clicks the small "add to itinerary link" and then finds a few other interesting wineries and adds them as well. Anna-Helena creates an account, saves her trip, and emails herself the itinerary.

Several days later, Anna-Helena comes back to her Oregon plans. Through the website she finds links to a wealth of information for Oregon trips. She also dips back to her itinerary and sends emails to several wineries that are open by appointment only. After hearing back that the dates she was hoping for are available, she visits a final time to firm up daily itineraries and print a copy to bring on the plane. Oregon, here they come!

~

Online Search Behavior!"#$%&$$'()#*#$'%+#',-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,'1#*%8"/-"%9/2"7%/$-*60#%3*'-#+%7.%1/+/7:%3*'-#+%7.%+7';:%'$0%8/$#+%'$0%5..0+%7.%7,;<%)#,%+#',-"#+%=#2/$%'+%9.,#%2#$#,/-%#>3*.,'4.$+%/$7.%7,'1#*%.34.$+%'$0%7.6,%,#-.99#$0'4.$+%5.,%?,#2.$<

Customer Profile & Use Scenario

Key Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7'+4$28/$#%+6+7'/$'=/*/7;8/$#%7'+4$2%/$%.,#2.$8/**'9#C#%1'**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%9'3.,#2.$%8/$#%-.6$7,;%9'3

Anna-Helena Jameson Age: 48

Wine Interests: Production, terroir, history

Lives in: Brooklyn, NY

▪Gather information about visiting Oregon wine country▪Save trip information▪Guidance on other places to visit given the places chosen▪Tasting and touring information

User Goals

▪ Foster tourism to Oregon wineries▪ Create recommendations in social

networks to spread positive experiences and generate press

▪ Make connections between high end, high frequency customers and wineries

Business Goals

Task flow scenarios - key user paths

Google Search

Homepage

Travel Information

Oregon Wineries

List

Saved Trip

Nearby Listings

Email

Winery Detail Page

Mobile opportunity for engagement when the

traveler arrives.

Add to Itinerary

Save Trip and Create Account

"I want to know everything about my favorite wines!"An profile snapshot that

helps us understand the user type

Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013

Anna-Helena celebrates the end of her work day with a single glass of spectacular wine. Wine has become more than just an interest, it has bloomed into a rewarding passion. Anna-Helena enjoys reading through wine blogs and discussing tasting notes through social media with other wine fans. She and her husband Matt have visited Northern California and Spain in the last few years and in each place took enjoyable forays to wineries.

Anna-Helena has been reading a lot about Portland and Oregon and sustainability in general in the New York Times recently and she's begun to entertain the idea of a visit. She's very interested in sustainable production and has heard that Oregon is pioneering several new and important methods. Additionally, at a recent tasting event with friends she sampled a stellar lineup of Oregon Pinots, her favorite being a 2008 Beaux Freres. The distributor hosting the event had been glowing with stories about the interesting characters who populate the Oregon wine world. It was during that conversation that it struck her: visiting wineries would be a great way to explore Oregon.

One day-dreamy afternoon, Anna-Helena sat down to gather information for a trip so she could present Matt with some inspiring options. A google search for "Oregon wine travel" returns the Oregon Wine website. A lot looks interesting on the home page, but she is immediately attracted to a featured section on Visiting Wine Country and clicks on a link to "planning your itinerary."

Anna-Helena looks through the list of wineries and comes across Beaux Freres. How fun to visit the place that produced that great Pinot Noir! She clicks the small "add to itinerary link" and then finds a few other interesting wineries and adds them as well. Anna-Helena creates an account, saves her trip, and emails herself the itinerary.

Several days later, Anna-Helena comes back to her Oregon plans. Through the website she finds links to a wealth of information for Oregon trips. She also dips back to her itinerary and sends emails to several wineries that are open by appointment only. After hearing back that the dates she was hoping for are available, she visits a final time to firm up daily itineraries and print a copy to bring on the plane. Oregon, here they come!

~

Online Search Behavior!"#$%&$$'()#*#$'%+#',-"#+%.$*/$#%+"#%/+%0/+-.1#,/$2%.34.$+%5.,%5676,#%7,'1#*%8"/-"%9/2"7%/$-*60#%3*'-#+%7.%1/+/7:%3*'-#+%7.%+7';:%'$0%8/$#+%'$0%5..0+%7.%7,;<%)#,%+#',-"#+%=#2/$%'+%9.,#%2#$#,/-%#>3*.,'4.$+%/$7.%7,'1#*%.34.$+%'$0%7.6,%,#-.99#$0'4.$+%5.,%?,#2.$<

Customer Profile & Use Scenario

Key Phrases.,#2.$%8/$#,;%7.6,@+A%B%.,#2.$%8/$#%7.6,@+A%B%.,#2.$%8/$#%7'+4$28/$#%+6+7'/$'=/*/7;8/$#%7'+4$2%/$%.,#2.$8/**'9#C#%1'**#;%8/$#%7.6,@+A.,#2.$%8/$#,;%9'3.,#2.$%8/$#%-.6$7,;%9'3

Anna-Helena Jameson Age: 48

Wine Interests: Production, terroir, history

Lives in: Brooklyn, NY

"I want to know everything about my favorite wines!"

Task flow scenarios - key user paths

Google Search

Homepage

Travel Information

Oregon Wineries

List

Saved Trip

Nearby Listings

Email

Winery Detail Page

Mobile opportunity for engagement when the

traveler arrives.

Add to Itinerary

Save Trip and Create Account

▪Gather information about visiting Oregon wine country▪Save trip information▪Guidance on other places to visit given the places chosen▪Tasting and touring information

User Goals

▪ Foster tourism to Oregon wineries▪ Create recommendations in social

networks to spread positive experiences and generate press

▪ Make connections between high end, high frequency customers and wineries

Business Goals

A roadmap for site design & content development

Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013

User Personas are a tool for the people who make things.

Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013

User Personas are a tool for the people who make things.

For people to use.

Robin Stevens | Experience Lab | Strategy@ExperienceLabPDX.com | Updated May 1, 2013

Robin Stevens @brontestreetwww.experiencelabpdx.com

Presentation for “Content Strategy Tools: The Persona” sponsored by Content Strategy PDX.At ISite Design, May 9, 2013

Need help getting started on your persona thinking?Weʼve posted a persona worksheet on our website.