UXPA 2022 Personas are Polarizing: How to deepen customer connections with inclusive strategic design

1. Personas are Polarizing Lisa Vissichelli UXPA 2022 Deepen customer connections with inclusive strategic design Personas are Polarizing Copyright ©Lisa Vissichelli 2022 All rights reserved. No repurposing of any kind is without permission in writing from the author. All illustrations, profiles and artifacts created and owned by Lisa Vissichelli and may not be reproduced or shared without written consent. The rights to Guess who are owned by Hasbro and are referenced in an educational context Photography all is from istock and was purchased for educational context Copyright ©Lisa Vissichelli 2022

2. Lisa Vissichelli Lisa Vissichelli UXPA 2022 All rights reserved. Visuals may be shared for non-commercial use only All illustrations, profiles and artifacts created and owned by Lisa Vissichelli and may not be reproduced or shared without written consent. ©Lisa Vissichelli 2022 The rights to Guess who are owned by Hasbro and are referenced in an educational context Photography all is from istock and was purchased for educational context Copyright ©Lisa Vissichelli 2022

3. Persona A persona, in user-centered design and marketing is a fictional character created to represent a user type that might use a site, brand, or product in a similar way. Marketers may use personas together with market segmentation, where the qualitative personas are constructed to be representative of specific segments. - Wikipedia Lisa Vissichelli UXPA 2022 Copyright ©Lisa Vissichelli 2022

4. Meet John Doe About John ● John is saving buy new home and support growing family. ● He is balancing a stable income and was recently promoted ● John wants to make the most of assets and investments Challenges ● John is trying to future proof his finance but due to lack of experience and know-how he is stressed. ● He is unsure where to invest his money and how to plan for the future. Opportunity ● Help John feel supported in his decision making. ● Reassure him with clear guidelines and information. Age: 30-40 Work: Manager, Finance Family: Married with kids Locations: New York, NY HHI: >$200K Character: Segment B Motivations Personality Introvert Extrovert Analytical Creative Conservative Liberal Passive Active APY Points Savings Credit Lisa Vissichelli UXPA 2022 Copyright ©Lisa Vissichelli 2022

7. PERSONAS ARE POLARIZING Guess Who? Lisa Vissichelli UXPA 2022

8. Guess Who is Polarizing? Lisa Vissichelli UXPA 2022

9. Guess Who is Polarizing? Lisa Vissichelli UXPA 2022 Sources: Photos from iStock, Text from @Lisa Vissichelli 2022

10. Guess Who is Polarizing? Unconscious bias towards white male(85%) leadership causes DEI challenges - Mercer 47% are the ‘Breadwinners’, 50% manage the majority of the household workload. - Motherly 60% of Doctors under 35 were woman in 2019 - Washington Post 50+ is the average age of small business owners - Experian POLARIZING POLARIZING POLARIZING POLARIZING Lisa Vissichelli UXPA 2022 Sources: Photos from iStock, Text from @Lisa Vissichelli 2022

11. 59% Lisa Vissichelli UXPA 2022 95% 90% Americans think news organizations do not understand people like them - PEW purchasing decisions are subconscious - Digital Humans information transmitted to the brain is visual - MIT

12. Lisa Vissichelli UXPA 2022 82% companies using personas improved their value proposition - SharpSpring

13. Inclusive Archetyping Lisa Vissichelli UXPA 2022

19. Make it Metaphoric The Protector The Lone Wolf The Chameleon The Socializer ©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022 Lisa Vissichelli UXPA 2022 Copyright ©Lisa Vissichelli 2022

20. 1. Focus on representing motivating traits 1. Look for a unifying decision or motivation that diversify each personality 1. Explore characteristics that can be exaggerated into visualizations Analogy Tips Lisa Vissichelli UXPA 2022 Copyright ©Lisa Vissichelli 2022

21. Inclusive Archetyping Life Stages Lisa Vissichelli UXPA 2022

24. Find a Comparative Analogy Leading Juggling Balancing Training Lisa Vissichelli UXPA 2022 ©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022

25. 1. Focus on how the path ahead is different for each use case 1. Showcase the barrier to overcome in each situation. 1. Explore how behaviors can fluctuate or change. Life Stages Tips Lisa Vissichelli UXPA 2022 Copyright ©Lisa Vissichelli 2022

26. Inclusive Archetyping Task Oriented Lisa Vissichelli UXPA 2022

27. Lisa Vissichelli UXPA 2022 Sources: Photos from iStock,

28. Diving Personify The Path Growing Defending Lisa Vissichelli UXPA 2022 ©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022 ©Lisa Vissichelli 2022

29. Task Oriented Tips 1. Showcase the barrier to overcome in each situation. 1. Simplify roles into objects or symbols. 1. Explore scale and industry nuance. Lisa Vissichelli UXPA 2022

30. Final Takeaways Building Inclusive Profiles Lisa Vissichelli UXPA 2022

34. Take a card Break the mold Get started Lisa Vissichelli UXPA 2022

35. Let’s build a more inclusive world together Lisa Vissichelli UXPA 2022

36. Thank You! Lisa Vissichelli Lisavissichelli.com Lisavissdesigns@gmail.com Incite-Global.com All illustrations, profiles and artifacts created by Lisa Vissichelli ©Lisa Vissichelli 2022 The rights to Guess who are owned by Hasbro and are referenced in an educational context Photography all is from istock and was purchased for educational context

UXPA 2022 Personas are Polarizing: How to deepen customer connections with inclusive strategic design

UXPA 2022 Personas are Polarizing: How to deepen customer connections with inclusive strategic design

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UXPA 2022 Personas are Polarizing: How to deepen customer connections with inclusive strategic design