}@expmakers

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“We are a community of experience designers, graphics designers, urban planners, video game creators and makers from different industries, forming a creative

collective to inspire, educate, and design a better Indianapolis.

We are a gathering focused on learning from creative leaders from around the city.”

MISSION STATEMENT

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FORMAT

Speaker Series Book Club Series

Our Speaker Series spotlights creative leaders from around Indianapolis and let’s them share

industry knowledge.

Join us each quarter in reading and discussing a book about design, experience making,

usability and the like.

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2016 EXPERIENCE MAKERS TOUR

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SPEAKERS

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Sarah FlamionSr. UX Research Manager

Salesforce

#salesforce

User Personas

Sarah FlamionSenior Manager of User Experience, Salesforcesflamion@salesforce.com@sflamion

Creating quality user personas and helping your company embrace them

A Brief History o’ Me

Why Enterprise UX?

Then I Found My People

A persona is a realistic character sketch representing one segment of a targeted audience.

GREAT PERSONAS CAN…

● Bring focus● Build empathy● Encourage consensus● Create efficiency● Lead to better decisions

From ‘The User Is Always Right’ by Steve Mulder with Ziv Yaar.

“Most exploration in support of creative work is solution-focused. There is a need for more person-focused exploration.”

- Indi Young

But….

I already know who my customers are.

Demographics vs. Personas

● Male

● Born in the UK in 1948

● Successful

● Multiple marriages

● £1 million+ income

● Multiple children

● Loves dogs

● Holidays in the Alps

This comparison has been around for awhile. Displayed version courtesy of @ThisisZone UX Design Team.

“There are unknown unknowns… things we don’t know we don’t know.”

- Donald Rumsfeld

We know what we have to build.

Perception vs. Reality

Cartoon via Paul Noth at the New Yorker

Image by Amy Krouse Rosenthal

This is just made up information.

Perfect Users vs. Real Users

Image by Syntagm Ltd

Image by Merrill College of Journalism

Crafting Personas

Great... Everyone’s On Board With The Idea. Now What?

Gif by Fyspringfield.com

Identify Representative Participants

Identify Data Needs, Craft Your Script

Surveys

Contextual Inquiry

Site / Product Usage

Customer Service Records

Feedback From Social Networks

Examples of complementary data sources

Hit the Road

● 30+ hrs of interviews

● 23 companies● 27% conducted

in person

Collect Artifacts

Divide and Conquer

Let the Analysis Begin!

Spectrum Profiling: Initial Pass

Spectrum Profiling: Full Pass

Spectrum Profiling: Affinity

Personification

● Include representative stakeholders

● Strike a balance with granularity● Be authentic● Solicit lots of input

“Information is processed more deeply and remembered longer if it has an emotional hook.”

- Susan Weinschenk, Ph.D

Image by Procsilas Moscas

Meet the Marketing Cloud Personas

Roger, 42Director of Marketing

Trisha, 30Marketing Manager

Heather, 25Social Media Coordinator

Karen, 32Marketing Specialist

Alek, 28Marketing

Designer/Developer

Justin, 36Senior Engineer

TrishaMarketing Manager

I have my hands in all areas of our marketing efforts—and I don’t like doing anything halfway, so spinning plates is just a necessary skill.

Trisha oversees all things related to Salesforce Marketing Cloud at her company. She juggles multiple responsibilities due to her small team and, while she is making strategic decisions, she sometimes still has to do production work. She is motivated more by marketing than by loyalty to her company, which is a music-related start-up with international customers. Trisha lives in Austin, TX with her husband and enjoys checking out new restaurants and music venues. She has a degree in Marketing from Texas A&M.

Trisha Marketing Manager

Time per day spent in Marketing Cloud

Interest in Marketing Marketing Tasks Measurement of Success

3 hrs

Spends time doing non-repetitive, strategic

tasks

High interest in all aspects of marketing

Tactical Strategic

In charge of strategic direction but needs to execute some tasks herself due to her small team

Team Coordination

Increased Revenue

Metric Results

PREDICTIVEBEHAVIORPERSONAPROFILEBLAST

Digital Marketing Sophistication

Size

Type Growing Start-Up with Int’l Team250Trisha, Marketing

ManagerAge 30

None

Developer/ Designer

Copywriter

Manager

High

Company Overview

General Learning Interest

Career Aspirations

Technical Marketing Knowledge

Number of Channels

Work/Life Balance

Company Loyalty

Is interested in increasing her marketing knowledge and learning new skills, but has her hands full managing and executing campaigns.

Very high aspirations for her career. Would like to become a Director of Marketing at some point in the near future.

Can execute technical tasks if she needs to (e.g. dynamic content, retargeting), but is more interested in looking at click-through and open rates.

Basic Advanced

Is more passionate about marketing than her company–would be happy doing her job anywhere as long as it’s challenging and she’s progressing her career.

She is in charge of cross-channel optimization for email, sites, mobile, and social.

Single Omni

Takes her work home with her at the end of the day, and is constantly checking that her campaigns are running correctly.

Work Life

Trisha Marketing Manager

Low High

Low High

Low HighAge 30

Trisha People like her from our research said…

At this company we have a specific set of yearly goals that I have to maintain. I either want to grow revenue or enhance our customer experience, I want to make sure that we are multi-device compatible, anything like that. So it’s kind of a mix between the two, whether we’re really performance-driven, like we have to make these numbers, or we want to make sure we’re upgrading our service for customer usage.

We are also really focused on becoming a global company, multilingual, multi-currencies. We recently announced a Japanese partnership and so now we really need to make sure our databases are set and ready to go for when we start accepting all those different transactions. Making sure all of our emails are translated and that we have a multilingual email that’s ready to go out that can switch based on whether a customer is English in the US or Japanese in Japan or even French in Canada.

I absolutely love working in email but I know that I’m going to have to progress my career beyond that, I know email is not the long term… You can build up to be a retention director, VP of a specific part of your customer database but I know that I’m also going to really need to brush up on my skills as a social manager as well as a social channel person as well as paid natural search display, getting the entire breadth of skills under my belt to really take that next step and become the overall marketing manager or director, whatever else for the team.

JA“ At a small company, especially with a smaller marketing team and a growing company, it's sort of in startup mode where everyone has to wear 10, 20 different hats. Even if you don't have that skill, even if you don't really know how to do it or have any experience doing it–email marketing, analytics–you just have to say, "Hey, you have to go figure it out on your own because we have this need. You're the only person that can help us out. So, please go do it."

I would say I was the primary [influencer of using ExactTarget] because I was closest to it. I was the one who was implementing it, finding out exactly how it would work with our current marketing campaigns. So, while I wasn't the person that wrote the check, I was the person that said, "Yes, write the check."

From the get-go we always say, especially with health insurance and this marketplace, we know that we want to email, but what does the email look like, what does the cadence look like, how often do we email [customers] in a certain time period? That's all me.

[My manager is] connected to all of these things in so much as the beginning of the process and the results. He relies on me to do a lot of the middle stuff. So, he's certainly worried about all of it as well. But, because I'm the one that does everything, as far as execution goes, he'll mostly evaluate based on performance. Mostly evaluate based on the analytics. But, he's worried about all those other things in between.

I think that since we're really trying to move from start-up to big company, there are growing pains that we're experiencing right now.

MK“

Anybody or anything that touches ExactTarget or should touch ExactTarget, I'm the point person to help make it happen. So it's everything from integration to email campaigns, different newsletters, there are about 10 different ones that I have my hands in. I've trained people and they are good and they know exactly what to do but I still have to set up the infrastructure and get their templates all together and that sort of thing. A lot of supporting the email campaigns, a lot of reporting, a lot of deliverability watching...

I would hope that there is the possibility of setting up [a fundraising page] inside of ExactTarget. It’s been something that I've known a little bit about but because of the complexities of our systems, I've kind of learned what I need to know to get my job done, not necessarily all the other bells and whistles that go into it, because my hands are full.

I'm in both strategy and technical stuff. There's a lot of people on the marketing team that get content and so I've been the one that had the technical chops that could come in when they were needed, and then because I'm good at it, that became what I was doing more of. But, I still help when the content editor gives me the outline and it's like, here's what we have for the newsletter and I'll be like, that's good, that's bad, we need to work on this. Making sure that it applies to the vast majority of our desktop users, like, is this a good story?

I enjoy the technical bit. I know HTML but I am not a developer. I can speak developer.

JN“I'm a marketer. I am a marketer through and through. Everything that I do is based on what a customer needs from us in order to purchase our products. How do we make it easy for a customer. How do we touch them. What's the message, what's the channel. That's where I live and breath. All these things that I do all boil down to putting our company in front of the customer in the right way at the right time.

I am very guilty of getting into ruts and using functionality that I'm familiar with and not getting out of my comfort zone. Sometimes, it takes time. For what we are doing now, it's adequate.

I manage the concept strategy of our marketing department. We have an editorial meeting and maintain our editorial calendar pretty well. It starts at that point, what is our content, what have we written and how do we want to use it, what is appropriate for the newsletter what's appropriate for the blog. And what's appropriate for China and what's appropriate for the UK, what's appropriate for our Mexico audience.

KM“

I think what I like least is that I got my hands into too many things and not enough resources to do any of them very well. If my job was straight up product management for the email infrastructure that would be awesome. If my job was straight up email content and strategy and with a bit of reporting then that would be great but I think, I don't like doing any job half-assed and so spinning plates is a necessary skill.

Trisha People like her from our research said…

Socializing and Using Personas

Persona Socialization

Storyboarding

Storytelling Through a Flow (Wireframes)

Storytelling Through a Flow

Adding Context to Designs

Maturing and Evolving Personas

Completion of Personas is Not a Mic Drop Moment

Image by Robert Bejil Image by The All-Nite Images

Identifying Missing Personas

As I want to so that

Also consider:● Secondary personas● Provisional personas

Lessons Learned

● Use role descriptions rather than discrete titles

● Clearly articulate representative primary and secondary tasks

● Consider stakeholder audience when personifying

Gif via reactiongifs.com

Summary of Process

Identify Need

Define Approach

Recruit Participants

Conduct Research

Analyze Data Personify

Share Broadly

Use and Refine

v

Questions?

Gif by gifirific.com

Hands On Activity

thank y u

Reference Materials

● The Inmates Are Running The Asylum or The Origin of Personas or Perfecting Your Personas, by Alan Cooper

● Understanding Your Users or A Closer Look at Personas, by Shlomo Goltz● The User Is Always Right, by Steve Mulder with Ziv Yaar● Interviewing Users, by Steve Portigal● Practical Empathy, by Indi Young● Understanding Your Users, by Kathy Baxter and Catherine Courage● 7 Core Ideas About Personas, by Jeff Sauro● Storytelling for User Experience, by Whitney Quesenbery and Kevin Brooks● Communicating Design, by Dan Brown

For additional learning...

ACTIVITY: STEP 1

Look for a survey card with a number from 1-10 on your seat

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ACTIVITY: STEP 2

Move to side of the room with your team’s number- Necessary activity materials will be available at each

station: personas, flip charts, sharpies, storyboard scratch paper

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ACTIVITY: STEP 3

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Scenario: As a volunteer opportunity, Marketing Firm has been asked to help leverage the Indy Star to market the next Experience Makers speaker event. Roger, the Director of Marketing, has requested that Karen and Alek create a proposal for this and deliver it to him by end of week.

Task: Create a storyboard (on your flip chart) for Karen and Alek’s proposal process, ensuring that each step reflects the persona & their unique perspective(s).

ACTIVITY: STEP 4

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Pick a spokesperson in your group to share highlights. 2 minutes will be given per team.

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ACTIVITY: STEP 5

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Ready. Set. GO! 30 minutes

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ACTIVITY

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Takeaways...Reflection on Activity

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SEPTEMBER'S BOOK CLUB

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Designing with the Mind in MindLike to be part of the book club? It’s not too late!

- Weekly digests

- Chapter summarizations

- Book Quotes via Twitter

- Quarterly book club

Email: natalie@experiencemakers.org

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DON’T FORGET...

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Meetup Survey

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