personas and user research
TRANSCRIPT
T R A C Y F A L E I D E , C O M M U N I C A T I O N S @tracyfaleide
S T E V E N S T R I E G E L , D E S I G N @sstriegs
Personas and User Research
Reinventing Healthcare Operations
Why Personas?
User Research + EthnographyThe goals is to understand the people
you’re creating products/services for, to identify patterns and develop empathy.
What do people do and why do they do it?
… and what implications does this have on the success of our design?
Value of User Research
1. Understand the needs and priorities
2. Learn the context of how users will interact with product
3. Replace assumptions with actual insight
4. Create Personas to represent user needs for future decision making
5. Hear how people use real language to find your product/brand voice
Adapted from Erika Hall’s Just Enough Research
Never ask anyone what they want.Your JOB is to figure out what they need.
1st Rule of User Research:
Why Observation
People do not always do what you think they do.
People do not always do what you tell them to do.
People do not always do what they think they do.
People do not always do what they say they do.
Source: Experience Institute
To gain empathy, approach…
without judgement
with beginner’s eyes
with curiosity
optimistically
respectfully
Source: Experience Institute
Seek stories and keep asking why
“tell me about the last time you _______ ?”
“tell me about an experience you had with _______ ?”
“Really? So why does that matter?”
“Tell me more about that, why do you think that?”
Source: Experience Institute
Focus groups are never a good idea.
Persona Development Process
1. List roles impacted by our products
2. Conduct field research
3. Identify patterns
4. Form categories
5. Create representative personas
6. Bring them to life
(Jakob Nielsen, Nielsen Norman Group http://www.nngroup.com/)
38 12 25 500+interviews conducted
team members helped interview
types of functional roles
questions asked
CAREGIVERS TECHNICIANS COORDINATORS MANAGERS ANALYZERS
A.K.A. “In the room” “Finders and Fixers” “Team Captains” “Department Proud” “Wild Cards, Data Divas”
What they care about most
Patients getting the best possible care
Safety, compliance, maintenance
Workflows, delivery of care
PerformanceProcess Improvement, cost
reduction
Functional RolesNurses, Assistants, Lab Tech,
Radiology Tech
BioMed Tech, Security, Env. Services, Housekeeping, SPD
Tech, Circulator Nurse, Logistics Tech, Clinical Eng,
System Administrator
Charge Nurse, OR Scheduler, Registration Check-In, Receptionist, Surg Tech/Supervisor
Facility Manager/Admin, OR Manager, Clinic Director, Director of Operations,
Warehouse Manager
Data Scientist, Lean Champion, Quality Improvement Officer,
Informaticist
Motivations and personal traits
Acknowledgement for the work and care they provide Interaction with the patient Emotional about the care they provide
No surprises or downtime Being able to know every detail about their equip
Keeping their team happy Don’t want anyone to wait
Impress the C-Suite Boast about their department/competitive Complete knowledge about their department, no surprises
Find trends (good and bad) Not enforcers, enablers and trainers Find waste and inefficiencies Influence and motivate
GoalsProvide immediate care Patient satisfaction Family satisfaction
Fast turnaround Provide the best equip
Improve patient flow Room turnaround Get the most out of physicians
Care about numbers, saving $, on budget, increase revenue Meeting compliance Best use resources Patient sat% (HCAHPS)
Get approval for new initiatives, support theories, proof of concept Reduce liability Improve quality Save money
Questions they haveWhere is my patient? Where is my doctor? Who’s waiting, who’s next?
Where is my equipment? Is my equipment clean/safe?
Are my staff on task?Am I prioritizing the right projects with the right amount of resources?
Is this data reliable? Why is this department performing differently?
Ingredients
Photo
Name
Demographics
Role
Quote
Goals
Behaviors And Habits
Skills
Environment
Relationships
Scenarios
Adapted from Erika Hall’s Just Enough Research
PhotoMake it relatable, no stock photography
If you have the connections / resources, do your own “photoshoot.” This photo was from a late night photoshoot we did in our office (there may have been beer and free food involved).
NameDon’t get cute, and make sure it’s easy to
say and remember.
Demographics
Realistic but don’t stereotype. Age, gender, ethnicity, marital status, education, location.
RoleUse titles from the people you interviewed, focus on the target users.
TECHNICIANS
“Finders and Fixers”
Safety, compliance, maintenance
BioMed Tech, Security, Env. Services, Housekeeping, SPD
Tech, Circulator Nurse, Logistics Tech, Clinical Eng, System
Administrator
QuotesThe most fun and effective ingredient, use exact quotes you heard. The best ones reveal both behaviors and attributes.
GoalsThe core ingredient of a persona. Your product/
service will be directly addressing these.
BehaviorsHabits. Routines. Quirks. Detail is key here.
SkillsTechnical expertise, knowledge, experience.
EnvironmentWhat are they surrounded with?
People, equipment/hardware, overall feel, get all that.
Relationships
Those who influence the user’s decisions, might be coworkers, family members, etc.
Scenarios
The user story or plot. The series of events that happens when a user is interacting with your product to achieve
their goals. We also do “day in the life” stories.
Gavin walks into chaos. He and other staff have to run around to find patients and figure out what happened last shift and what’s highest priority now. Rooms haven’t been stocked, patients are awake and pressing their call lights. Gavin is stressed.
Gavin tries his best to remember things by writing notes on small pieces of paper he keeps in his pockets. He needs to constantly check back to see if lab has been to see his patients. He is surprised by admits and discharge orders. He thinks he’s keeping up with his call lights, but really has no idea.
Gavin still has patients to round on at the end of his shift. He has at least an hour of charting left to do, which means another hour of overtime. Gavin is exhausted and depleted.
Darren is awoken by commotion in the hallway. CNAs and Nurses come in and out of his room. He doesn’t know who is assigned to him. He is hungry and needs to go to the bathroom, but he waits to ask for help because he can tell it’s shift change and people are stressed.
Darren has no idea what to expect, when or if his physician will see him. He finally gets to sleep, only to be awoken when lab comes unexpectedly. His wife comes to visit and has to find a nurse in the hallway to help Darren go to the bathroom. Darren is anxious and NOT having a good experience.
7AM NOON 3 : 3 0PM
D A R R E N , M E D / S U R G P A T I E N T Who are my caregivers? What’s happening next? When can/should my family be here? When/how can I get some rest?
G A V I N , C N A Who/where are my patients? Who else is working? Who’s coming/going today? Who do I see first? What needs stocking?
D AY I N T H E L I F E
1. Limit the number of primary personas
2. Start small, let them grow and evolve
3. Introduce them to your customers
4. Be patient with adoption
5. Have fun with them
Things we learned
Personas are the user in user-centered design
How do personas fit in with design processes?
D E F I N E S K E T C H B U I L D
Design Sprints @ InSites
U S E R R E S E A R C H M E A N S G E T T I N G O U T O F T H E O F F I C E A N D G E T T I N G D I R T Y W I T H Y O U R U S E R S
Resources
J U S T E N O U G H R E S E A R C H by Erika Hall
N I E L S O N N O R M A N G R O U P www.nngroup.com
G O O G L E V E N T U R E S www.gv.com/library
I N T E L L I G E N T I N S I T E S P E R S O N A S intelligentinsites.com/insites-personas/
Thank you.
T R A C Y F A L E I D E @tracyfaleide
S T E V E N S T R I E G E L @sstriegs