SERVICE DESIGN User personas
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1 SERVICE DESIGN User personas
2 CONTENT User personas TOOLS AND METHODS User persona
3 SERVICE DESIGN PROCESS USER INFORMATION USER PERSONAS USER STORIES CUSTOMER JOURNEY SERVICE CONCEPT Design ethnography User personas User Stories Customer Journey Concept creation Storyboards Touchpoints Evaluation User Drivers Scenarios Service blueprint Testing User Needs
4 USER PERSONAS User personas are fictional characters created for representing the different user types with various attitudes and behavior sets of a hypothesized group of users User personas are used to classify the behavior patterns, goals, skills, attitudes, hopes, needs and environment of a possible user for the product, service or anything that is relevant for the design challenge
5 USER PERSONAS User personas are a tools for analysing qualitative user research material and work as an inspirational recourse during the development process User personas help to guide decisions as part of a user centred or driven design process when developing services, products or brands User persona description can be produced in various ways, for instance as a visual collage or text document
6 USER PERSONAS
7 USER PERSONAS LIFE 2.0 EXAMPLES OF USER PERSONAS IN NORTH KARELIA FOR ELDERLY SOCIAL NETWORK SERVICE Mauri Demographic characteristics: 68 years old retired physical exercise teacher, lives in a terraced house, countryside 30 km away from the city centre Familiarity with technologies: not so interested in technologies, knows how to take pictures with mobile phone and how to send them Needs and specific objectives: needs to have meaningful things to do and social contacts while his wife is working, likes sports and outings Laila Demographic characteristics: 65 years old, one family house 15 km from the city centre, former taxi driver, rather small pension Familiarity with technologies: mobile phone to call, watches TV a lot Needs and specific objectives: wants to keep the car, nice to offer lifts to her friends Helena Demographic characteristics: 75 years old lives in a block of flats in the centre of the city Familiarity with technologies: interested of phone s tracking system, computer use is unpleasant Needs and specific objectives: worried about her husband, who is going outdoors (nature or summer cottage), has to stay in the city, near home
8 USER PERSONA EXAMPLES TYPICAL RUSSIAN TRAVELLERS IN FINLAND Attraction hunter Entertainment seeker Explorer Summer inhabitant Efficient holiday maker with high expectations. Compares sightseeing possibilities and cultural offerings with other cities in Europe. Would like to see the things and places that you are supposed to see and be impressed with what you see. It seems that Finland lacks all speciality and all the places are closed already after six in the evening. Comes to Finland for shopping and for downhill skiing. Waits for adventure in the company of good friends with hopefully lot s of and diverse things to do. Avoids boring moments. The best rest is company and action. It is possible to rent a cottage with friends for a short time for fishing, grill parties and picking berries. It seems that all the places in Finland are filled with rules and many things are forbidden. Finns seem to be very law abiding citizens but still they let their teenage children jump naked out of the sauna. This is strange. Traveller interested in culture and Finnish everyday life. Tours around several cities during one holiday, eats happily local food and distracts form the original plan if something interesting happens to come along. Inspects before the trip sightseeing opportunities, entertainment and other travellers assessments about travel destinations. For this traveller it is important to find authentic things and other maybe hidden issues. Thinks that cultural differences are interesting. Rents a cottage for the family for a longer period of time. Spends relaxing holiday and drops to the tourist attractions close by so that going to the sauna, rowing a boat and grill food would not become boring. Values the possibility to anticipate things and that they are safe. Also spending the holiday with your own family s rhythm is important. Moves with the own car and thinks that driving in Finland is easy and safe. rucola_13-12_toimialap-e4iv-e4t_v1.pdf
9 USER PERSONA - TOOL HOW? Specify a definite user personas for inspirational development purposes based on collected user information Instructions how to create a user persona: kmc_personas/index.html
10 USER PERSONA - TOOL Robert Curedale. Design methods 1: 200 ways to apply design thinking
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