UX STRAT USA 2017: Nalini Kotamraju, "Data and the Persona: An Organizational Romance"
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UX STRAT USA 2017 presentation by Nalini Kotamraju, Vice President of User Research & Analytics, Salesforce
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UX STRAT USA 2017: Nalini Kotamraju, "Data and the Persona: An Organizational Romance"
- 1. Data & the Persona: An Organizational Tale Nalini P. Kotamraju, Ph.D Vice President of User Research & Analytics, Salesforce UXSTRAT, Boulder, CO, USA, September 18-20, 2017
- 2. Hello, I’m Nalini. I’m a sociologist by training. I lead User Insights & Analytics at Salesforce... And sometimes I gesture earnestly.
- 7. Intelligent Customer Success Platform Lightning Einstein Thunder Data Platform Applications Platform force.com Heroku Component Exchange Predictive Analytics Machine & Deep Learning Natural Language Processing Data Management Platform CRM Data IoT & Social Data Sales Service Marketing AnalyticsCommunity App s Commerce IoT Quip AppExchange
- 11. As in many enterprise UX contexts, the user – not the customer – is often opaque.
- 12. Salesforce excels at focusing on its customers.
- 13. TRUST is Salesforce’s #1 Value
- 15. Strategic Goal 2: Practice Integrating Data
- 16. RESEARCH & INSIGHTS SILOES User Insights Competitive Intelligence Product Data Science Customer & Market Insights Implementation & Sales
- 17. Goals: 1) Making the Salesforce User Visible 2) Practice Integrating Data
- 18. Solution: We created data-informed personas
- 19. WHAT WE ALL KNOW ABOUT PERSONAS Align organizations Create empathy Keep users at the center Are the“user” in user stories Anchor tasks Provide a common language for companies Become stale Are fun to makeTime-consuming to create
- 20. WHAT WE WANTED FOR OUR PERSONAS Stability ModularityBroad Usage Able to withstand to small changes in features and product landscape Used not just by designers, but by entire T&P (Technology & Products) organization Structured to fit with other data sources within Salesforce
- 22. Sales Leader Deal Closer Data Expert Pipeline Builder Trusted Advisor Salesforce has 5 major types of sales users:
- 23. Salesforce Sales User Personas Manage & train reps Prep for meetings & draft contracts Hold sales meetings & close deals Forecast & report Manage tools for Sales team Find & qualify leads Answer inbound leads Prospect in existing accounts & upsell Maintain relationships & renewals Primary job function Secondary job function Sales Leader Deal Closer Data Expert Pipeline Builder Trusted Advisor
- 24. We conducted a large-scale survey and asked how much time participants spend on a number of core sales tasks on average each day
- 25. We focused on what people do in their jobs ... not just what they do in Salesforce
- 26. ● “How many accounts are in your territory?” ● “How long have you worked in sales?” ● “How many people report to you (either directly or indirectly)?” ● “How do you get new leads and contacts?” ● “On an average day, how much time do you spend doing the following….?”. SAMPLE BEHAVIORAL QUESTIONS FOR SALES PERSONAS
- 27. We ran a factor analysis on this reported behavior data to understand which sales tasks tend to occur together…
- 28. We interviewed and shadowed our users
- 30. Assigned a senior researcher, Yakaira “Kai” Nuñéz as persona czarina. She shepherded the personas, implemented a communication plan and served as a domain expert. CREATED PERSONA CZARINA ROLE
- 31. ESTABLISHED RELEASE CYCLES & COMMUNICATION PLAN
- 32. We asked executives in each product area to contribute survey questions, accompany us on customer visits, and gave them naming rights. SOLICITED EXECUTIVE BUY-IN
- 33. WE INVITED DATA SCIENCE ON THE JOURNEY We partnered with our Data Science team to compare reported behavior and product usage data
- 38. ARE THESE REALLY DESIGN PERSONAS ?
- 39. WHAT ABOUT EMERGING PERSONAS ?
- 44. A few engineering teams started using personas in use cases
- 45. Our team became ambassadors for UX
- 46. Team portrayed as experts. Asked to train PMs & engineers on soliciting user feedback.
- 47. Personas integrated into product roadmap forum
- 48. Data science integrated personas with product usage