Jonathan Podolski's presentation from Mad*Pow's sponsored session at the UXPA Boston 2015 Conference

1. Design for People
Mad*Pow is a design agency that improves the
experiences people have with technology, organizations
and each other.

2. 2
Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems

3. 3
Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems

4. Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems
4

5. Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems
5

6. Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems
6

7. Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems
7

8. JOURNEYMAPPING
WORKSHOP
Where
did
they
park?
Why
here
and
not
a
compe2tor?
What
drink
were
they
in
the
mood
for?
Did
they
find
the
staff
friendly?
How
was
the
final
product?

9. Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems

10.
Expecta2ons
Emo2ons
Value
Loyalty
Advocacy
Understanding
Happiness
Delight
Ability
Confidence
Training
Policy
Process
Infrastructure
Loyalty
Mo2va2on
Communica2on
Consistency
Efficiency
Sustainability

11. Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems
Personas
Personas
are
not
real
people,
but
they
are
based
on
the
behaviors
and
mo5va5ons
of
real
people
we
have
observed
and
represent
them
throughout
the
design
process.
They
are
composite
archetypes
based
on
behavioral
data
gathered
from
the
many
actual
users
encountered
in
ethnographic
interviews.
They
describe
pa<erns
of
behaviors,
needs,
goals,
expecta5ons,
senses,
knowledge,
etc.
of
the
people
who
will
interact
with
your
crea5on.
They
are
the
characters
in
our
stories

12. Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems
Common
components
of
personas:
Behaviors
that
related
to
the
design
challenge
at
hand
« A
name
« Photo
or
visual
resemblance
(that
does
not
infer
a
demographic)
« Relevant
behavior
stats
(related
to
the
design
challenge)
« Emo2ons
or
emo2onal
state
« Challenges
« Goals
« Connec2ons
and
associa2ons
with
other
personas

13. Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems

14. PERSONA
CREATION:
A
GUIDE

15. Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems
15
1.
Behavior
over
demographics

16. 16

17. Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems
17
2.
One
size
does
not
fit
all

18. 18
Thinking
Goals
Hearing Seeing
Feeling
Challenges

19. 19

20. Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems
20
3.
Avoid
ambiguous
details

21. Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems
21
4.
Acknowledge
that
someone
will
need
to
translate
this.
(be
as
concise
as
possible)

22. Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems
22
5.
Win
at
the
game
of
telephone
“Empathy”
“CAKE!”

23. Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems
23
6.
Qualita2ve
personas
need
qualita2ve
research

24. PERSONAS
“I Started family life early and
was not able to complete all
the college level education that
I wanted. With the job I have,
now is a great time to go back
to school. I love the concept of
online courses, this allows us to
manage my time with work and
family.”
VARIABLES
INFO
GOAL
Existing Education
Motivation
Time Management
Clear Sighted
Stability
age 32
Professional
Married with Children
THE
IDEAL STUDENT
For me going back to school was less about starting
over and more about advancing my existing career.
Having this degree is just what I need to move further
up the ladder.
Attending an online university was a no-brainer. I
already experienced the brick & mortar traditional
college life a few years back. I received an associates
degree at the local community college and the only
real difference with AIU is that I can attend classes
in my living room and not loose any time with the
family.
Other than getting used to the online tools, the edu-
cational experience is familiar. I don’t need that much
support (other than from my professor in advanced
calculus).
QUICK NOTES
• Has easy access to computer, internet and
familiar locations to focus on course work.
• Has a support team at work and at home to
help with prioritization and time management
• Has financial resources to afford going to
school and supporting daily life at the same
time.
• Knows exactly why he or she is in school, has
clear objectives and future career goals.
• Is familiar with higher education and requires
little additional support and or motivation to
achieve success.
Looking to take
my existing career
to the next level. A
degree from AIU
is just the thing I
need to push things
forward.
NEEDS
FRUSTRATIONS
• A quiet desk and few free hours and the internet
• A legitimate accredited school to help me ad-
vance in my career.
• Balancing schoolwork, existing job responsibili-
ties and family.
• Having credits transfer from my old college can
be frustrating, I want that effort to count!
• Other students can slow me down, especially in
group work.

25. PERSONAS

26. Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems
26
7.
Never
embed
a
design-­‐scenario
in
a
persona!

27. Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems
27

28. Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems
28

29. Personas:
The
cause
of
and
solu1on
to
all
of
life’s
problems
29
STRATEGIC
PARTNERS
PEOPLE
FAMILY &
FRIENDS
SOCIAL MEDIA
COMMENTATERS
WELLNESS
SALESPERSON
STATE/FED
LEGISLATION
STATE/FED
REGULATORS
HR BENEFITS
ADMIN
CONTENT
CREATOR
INTERNAL
SALES
DTF/DSPOC
COMPANY
CONTACT
UCCI
IT
OFFICE
ASSISTANT
3RD PARTY
VENDOR
OTHER
PATIENTS
GOVN’T
ADMIN
BLOGGERS RECEPTION BROKER
HYGIENIST
DENTIST
STATES VS.
OVERSEAS
CONFERENCES
AT WORK
AT HOME
BENEFITS
FAIR
MILITARY
EVENTS
PROVIDER
OFFICE
EXAM ROOM
WAITING
ROOM
PARKING
LOTS
COMMUNITY
OUTREACH
TRAVELING
ONLINE
IN CAR
REMOTE VS.
POPULATED AREA
CO-WORKERS
DEPENDENTS REPORTERS
RECOVERY
KIDS BEGIN
DENTAL CARE
USE MYDENTAL
BENEFITS
UNDERWRITING
ONBOARDING
CHANGE
PLAN
CHOOSE
DENTAL
TREATMENT
EMERGENCY
PROTOCOL
BENEFITS
SELECTION
ACCOUNT
INSTALLATION
MEMBER
REGISTRATION
MAKE AN
APPOINTMENT
SUBMIT A
CLAIM
INQUIRY
REFERRALMAKE A
PAYMENT
HOME CARE &
MAINTENANCE
ONLINE
REGISTRATION
CAN
CREATION
ACTIVE DUTY
ACTIVATION
TRAVEL TO
DENTIST
COST-
ESTIMATOR
AUTHORIZATION
APPROVAL
LOD
INJURY
STRATEGIC
PARTNERS
INFO STORE
AUTHORIZATION
SUBMISSION
LOD
APPROVAL
MILITARY
INSTALLATION
GRIEVANCES
SUBMIT AN
APPEAL
AUDITS
GO TO
DENTIST
FIND A
DENTIST
MOVING
PLAN/
PRODUCTS
OPINION
LAB
NEWS
COVERAGE
COMPUTER
BILLS
COVERED
SERVICES
TABLET
EMPLOYER
WEBSITES
PROVIDER
AMENITIES
BENEFITS
GRID
MY DENTAL
BENEFITS
WEBSITES
MONEYPHONE
LETTERS
FAD
(WEB APP)
MARKETING
MATERIALS
CHOMPER
CHUMS
ADVERSE
DECISION LETTER
ADVERTISING/
COLLATERAL
EXCHANGE/PART-
NER WEBSITES
COST
-ESTIMATOR
INSURANCE
EOBS
MDB
(WEB APP)
PRE
DETERMINATION
DEERS/DECS
CALL
INSURANCE
CLAIMS
FORMS
BILLING
EMAILS
WRITTEN
CORRESPONDENCE
GOOGLE
MAPS
ID CARD
LOD
DOCUMENTATION
COMMAND
MEMORANDUM
REFERRALSREVIEWS
MEMBER
APP
FIND A
DENTIST TOOL
SCHEDULING
TOOL/SYSTEM
PROVIDER
CREDENTIALS
PROVIDER
POST CARD
REMINDER
PROVIDER
PHONE
REMINDER
SOCIAL
MEDIA
MOBILE
APPS
UCD WEBSITE
ENVIRONMENTS PROCESSES ARTIFACTS
DENTAL
SUPPLY REP
PEOPLE
ORAL
SURGEON
OTHER
DENTISTS
PHARMACY
LAB
INSURANCE
COMPANY
FAMILY
OFFICE
MANAGER
HYGIENISTS
SPECIALISTS
RECORD
KEEPING
TRAFFIC
PARKING
LOT
ADMIN
SPACE
OPERATING
ROOM
LOCATION
WAITING
ROOM
OFFICE
ASSISTANT
RECEPTIONIST PATIENTS
SENDING
EMAILS
FILING
CLAIMS
SCHEDULING
APPOINTMENTS
FACILITY
MAINTENANCE
GREETING
PATIENTS
CREDENTIAL-
ING
OBTAINING
LICENSING REQ
CLEANING
TEETH
BILLING
PATIENTS
CONDUCTING
PROCEDURES
BEING ON-CALL
FOR HOURS
CONDUCTING
EXAMS
PHONE
CALLS
ORDER
SUPPLIES
MARKETING
FAX
WEBSITE
MY PATIENT
BENEFITS
EMAIL
PRACTICE
MANAGEMENT
SOFTWARE
MAIL
DENTAL EQUIP-
MENT/TOOLS
PHONE
COMPUTERS NETWORK
ENVIRONMENTS PROCESSES ARTIFACTS
BANKING
PEOPLE
PARTNER
ENROLLMENT
DEPARTMENT
PARTNER
SALES REP
TPAS
OTHER
EMPLOYEES
DENTAL
ELECTRONIC
SERVICES
IT SUPPORT
OTHER
CARRIERS
PARTNER
ACCOUNT
INSTALLATION
TRADE
EVENTS
PAPER
HEALTH &
BENEFITS FAIRS
OPEN
ENROLLMENT
BROKER
OFFICE
PRIVATE
EXCHANGE
MOBILE
PUBLIC
EXCHANGE
ACCOUNT
INSTALLATION
MEMBERSHIP
AND BILLING
PEGA SYSTEM
ANALYST
OPEN
ENROLLMENT
ENROLLMENT
PROCESS
PERFORMANCE
GUARENTEE
RESEARCH ON
AN EXCHANGE
REVIEW
CLAIMS EXP.
BILLING
PROCESS
MEMBER
COMPLAINTS
BROWSE ON
THE WEBSITE
REVIEW OF
LAWS
BILL
PAYMENT
REVIEW
NETWORK
SUFFICIENCY
DETERMINE
FUNDING
NEED FOR
INSURANCE
ONBOARDING
EMPLOYEES
REVIEW OF
COMPETITORS
FINALIST
PRESENTATION
DETERMINE
BENEFIT
BUDGETS
REQUEST A
QUOTE
GEMUS
ERROR
REPORTING
PREMIUM
FILES
CERTIFICATIONS
E-DELIVERY
(ENROLLMENT)
SHARPOINT
(MAINT. FORMS)
POLICY
DOCUMENT
AGL (INSTALLA-
TION & MAINT.)
DEMO-
GRAPHICS
RATE
CARD
SALES
BROCHURES
GPA (POLICY)
COBE (INSTAL-
LATION TOOL)
GEO-REPORT
PRIVATE
EXCHANGE
ELECTRONIC
FORMS
ADMIN KITS GLI E-QUOTE
ACCOUNT
MANAGEMENT
PORTAL
E-BILL
UTILIZATION
REPORT
CONCORDIA
CONNECT
PUBLIC
EXCHANGE
INVOICES
ELECTRONIC
COMMUNICATION
PAPER
ENROLLMENT
ENVIRONMENTS PROCESSES ARTIFACTS
DENTAL
SUPPLY REP
PEOPLE
ORAL
SURGEON
OTHER
DENTISTS
PHARMACY
LAB
INSURANCE
COMPANY
FAMILY
OFFICE
MANAGER
HYGIENISTS
SPECIALISTS
RECORD
KEEPING
TRAFFIC
PARKING
LOT
ADMIN
SPACE
OPERATING
ROOM
LOCATION
WAITING
ROOM
OFFICE
ASSISTANT
RECEPTIONIST PATIENTS
SENDING
EMAILS
FILING
CLAIMS
SCHEDULING
APPOINTMENTS
FACILITY
MAINTENANCE
GREETING
PATIENTS
CREDENTIAL-
ING
OBTAINING
LICENSING REQ
CLEANING
TEETH
BILLING
PATIENTS
CONDUCTING
PROCEDURES
BEING ON-CALL
FOR HOURS
CONDUCTING
EXAMS
PHONE
CALLS
ORDER
SUPPLIES
MARKETING
FAX
WEBSITE
MY PATIENT
BENEFITS
EMAIL
PRACTICE
MANAGMENT
SOFTWARE
MAIL
DENTAL EQUIP-
MENT/TOOLS
PHONE
COMPUTERS NETWORK
ENVIRONMENTS PROCESSES ARTIFACTS
ECOSYSTEMS
MEMBER
PROVIDER
EMPLOYER
BROKER

30. Persona
Vs.
Archetype
PERSONAS
Mike is an on the go businessman who has to be very
organized with his 6me in order to fit everything into his
very busy work days. Mke is always on his smart phone,
using it for mee6ngs, sending email, and adjus6ng his
schedule.
Users who are confortable and proficient using mobile
technology for day to day ac6vi6es.
8.
Choose
when
not
to
use
a
persona

31. Thanks!.
PERSONAS

32. ACTIVITY
• SENSING:
What
might
the
customer
be
thinking?
What
knowledge
do
they
have?
• SAYING:
What
are
some
quotes,
ques2ons,
and
defining
words
the
customer
might
say?
• DOING:
What
ac2ons
and
behaviors
might
they
engage
in?
• FEELINGS:
What
emo2ons
might
they
be
feeling?
• GOALS:
What
are
they
trying
to
achieve
through
interac2ng
with
the
business?
• USE
NEEDS:
What
makes
a
useful,
usable,
smooth
experience
for
the
customer?
Thinking
Goals
Hearing Seeing
Feeling
Challenges