The document discusses how user personas need to be adapted for social engagement. It explains that personas are traditionally used to help design products for target users, but that social media changes how users complete tasks and interact with brands. The document recommends enhancing existing personas to include social media behaviors and new personas that emerge online, and considering how social tasks can integrate with traditional tasks. Content and timing become more important factors to include when modeling user goals for social environments.

1. November 10, 2010
Cater to Your Customer:
Adapting User Personas for
Social Engagement

2. · User personas and social media
· How are personas different in a
social world?
· How do we adapt personas for
engagement

3. USER PERSONAS

4. “To create a product that must satisfy
a broad audience of users you will
have far greater success by
designing for one single person.”
Alan Cooper, The Inmates Are Running the Asylum, 1999
User Personas

5. User Personas

6. User Personas
VALUE

7. What do we get out of personas?
· Help us brainstorm and prioritize features
· Allow us to imagine scenarios
· Helps to keep our design team aligned on
the end user
User Personas

8. How do we create personas?
by lucamascaro http://www.flickr.com/photos/lucamascaro/4641680255/ By kowitz http://www.flickr.com/photos/kowitz/531774383/

9. Why should we consider social media behavior?

10. Why should we consider social media behavior?

11. Why should we consider social media behavior?

12. Why should we consider social media behavior?

13. ENGAGEMENT

15. PERSONAS IN A SOCIAL
WORLD

16. Why are personas different in a social world?
User tasks are
less well defined
By ~Sage~ http://www.flickr.com/photos/vickispix/85474986/

17. Why are personas different in a social world?
Social tasks
can be difficult
to map to
business
objectives.

18. Why are personas different in a social world?
Users now
anticipate and react
to the behavior and
interests of others

19. Why are personas different in a social world?
New personas may appear that
previously were not part of our
persona set.

20. Why are personas different in a social world?
Content and
timing play a more
important role in
user goals
By Dave_Gray http://www.flickr.com/photos/david_gray/1170150396/

21. Why are personas different in a social world?
We need to think
about how social
media integrates
into our existing,
traditional user
tasks
By clevercupcakes http://www.flickr.com/photos/clevercupcakes/4397152402/

22. ENHANCING PERSONAS
TO WORK IN A SOCIAL
WORLD

23. Enhancing personas to work in a social world

24. Enhancing personas to work in a social world
from Groundswell by Charlene Li and Josh Bernoff Copyright 2008 Forrester Research

25. Enhancing personas to work in a social world
CREATOR: Allison creates an event on the alumni site
inviting local alumni/ae to bring their children to her
annual backyard Easter Egg Hunt.
COLLECTOR: Allison adds a bookmark to her Android
phone that goes directly to the alumni/ae photo gallery
index page for easy access.
COLLECTOR: Allison checks into her alumni reunion
using Facebook Places.
JOINER: After starting her new job Allison updates her
online profile on the alumni/ae website with her
employment information.
CREATOR: After the alumni reunion, Allison collects
her favorite photos and uploads a photo gallery to the
alumni website, adding the names of her classmates to
each photo.

26. Enhancing personas to work in a social world
Creator
Critic
Collector
Joiner
Spectator
Inactive
Creator
Critic
Collector
Joiner
Spectator
Inactive

27. SUMMING UP

28. · Personas model user goals and align
those goals with business objectives.
· Social media changes the way we
select personas and how we model
user tasks.
· Include social tasks in your personas,
even when the product is not social.