1.
Head of User Experience at Playscan | @jag_natalia | natalia@playscan.com
New Horizons in Responsible Gambling Conference, Vancouver, February 2015
USER PERSONAS
GIVING A HUMAN FACE
TO BIG DATA
Natalia Matulewicz

2. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
How we usually view Big Data!
S E G M E N T A T I O N S
S T A T I S T I C S
&
A N A L Y T I C S
26%
17%
11%
10%
3%
33%

3. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
How we usually view Big Data!
S E G M E N T A T I O N S
S T A T I S T I C S
&
A N A L Y T I C S
26%
17%
11%
10%
3%
33%
Formal
Faceless
Abstract

4. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
What if we could see it as persons?!

5. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
What if we could see it as persons?!
Human
Personal
DisUnct

6. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
The
markeUng
industry
is
doing
it

7. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia

8. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia

9. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
SomeUmes
demographics
or
search
words
isn’t
enough…

10. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
Personas are !
fictional characters representative of a unique group of users !
who share common goals!

11. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
Persona
A
model
of
human
behavior

12. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
Doing good - Johnny
“Risky
gambling?
No
way,
I’m
on
a
winning
streak
here”
AGE:
OCCUPATION:
STATUS:
LOCATION:
23
Storeman
In
a
relaUonship
Växjö,
Sweden
BIO
Persona
A
model
of
human
behavior
WEB
SKILLS:
SWEDISH
SKILLS:
High
Low
Johnny
is
new
to
gambling.
He
started
bebng
on
sport
games
not
long
ago
and
he
is
doing
quite
well.
Johnny
believes
that
he
has
“an
eye
for
the
game”.
He
puts
a
lot
of
Ume
and
effort
into
the
game
-­‐
he
even
does
his
own
gambling
staUsUcs
on
how
well
he
is
performing.

13. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
Doing good - Johnny
“Risky
gambling?
No
way,
I’m
on
a
winning
streak
here”
AGE:
OCCUPATION:
STATUS:
LOCATION:
23
Storeman
In
a
relaUonship
Växjö,
Sweden
BIO
Persona
A
model
of
human
behavior
that
is:
-­‐ described
as
if
it
were
a
real
person
WEB
SKILLS:
SWEDISH
SKILLS:
High
Low
Johnny
is
new
to
gambling.
He
started
bebng
on
sport
games
not
long
ago
and
he
is
doing
quite
well.
Johnny
believes
that
he
has
“an
eye
for
the
game”.
He
puts
a
lot
of
Ume
and
effort
into
the
game
-­‐
he
even
does
his
own
gambling
staUsUcs
on
how
well
he
is
performing.

14. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
SELF
TEST
Time
Bets
Economy
Social
EmoUonal
RISK
LEVEL
RG
TOOLS
USAGE
Weekly
limits
Risk
analysis
MOTIVATIONS
• Curiosity
• Thrill
GOALS
• Increase
gaming
skills
• ValidaUon
Sports
Bebng
&
Poker
GAME
TYPES
A
model
of
human
behavior
that
is:
-­‐ described
as
if
it
were
a
real
person
-­‐
derived from contextual research data
Persona
Doing good - Johnny
“Risky
gambling?
No
way,
I’m
on
a
winning
streak
here”
AGE:
OCCUPATION:
STATUS:
LOCATION:
23
Storeman
In
a
relaUonship
Växjö,
Sweden
BIO
WEB
SKILLS:
SWEDISH
SKILLS:
High
Low
Johnny
is
new
to
gambling.
He
started
bebng
on
sport
games
not
long
ago
and
he
is
doing
quite
well.
Johnny
believes
that
he
has
“an
eye
for
the
game”.
He
puts
a
lot
of
Ume
and
effort
into
the
game
-­‐
he
even
does
his
own
gambling
staUsUcs
on
how
well
he
is
performing.

15. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
Playscan Personas

16. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
Benefits of using personas
• Used to promote shared understanding & empathy
• Used to avoid one-size-fits-all solutions
• Focus on user goals and needs
• Used in stories to envision the future
“What would Johnny do?”
over “What do people need?”

17. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
Making data actionable
using personas
An example

18. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
Playscan Activation Page
The
page
should:
• Feel
trustworth
• Explain
Playscan
and
its
features
• Explain
the
relevance
of
acUvaUng
• AmracUve
communicaUon
-­‐
a
movie

19. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
Playscan Activation Page
The
page
should:
• Feel
trustworth
• Explain
Playscan
and
its
features
• Explain
the
relevance
of
acUvaUng
• AmracUve
communicaUon
-­‐
a
movie
10%
acUvated

20. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
Playscan Activation Page
<
What does
Johnny need?
The
page
should:
• Feel
trustworth
• Explain
Playscan
and
its
features
• Explain
the
relevance
of
acUvaUng
• AmracUve
communicaUon
-­‐
a
movie

21. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
• Meet
the
user’s
curiosity
• Focus
on
the
user
-­‐
not
on
Playscan
• Easy
to
understand
for
a
non
naUve
Swedish
speaker
Playscan Activation Page
<
What does
Johnny need?
The
page
should:
• Feel
trustworth
• Explain
Playscan
and
its
features
• Explain
the
relevance
of
acUvaUng
• AmracUve
communicaUon
-­‐
a
movie

22. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
Playscan Activation Page
<
What does
Johnny need?
• Meet
the
user’s
curiosity
• Focus
on
the
user
-­‐
not
on
Playscan
• Easy
to
understand
for
a
non
naUve
Swedish
speaker
The
page
should:
• Feel
trustworth
• Explain
Playscan
and
its
features
• Explain
the
relevance
of
acUvaUng
• AmracUve
communicaUon
-­‐
a
movie

23. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
Playscan Activation Page
<
What does
Johnny need?
• Meet
the
user’s
curiosity
• Focus
on
the
user
-­‐
not
on
Playscan
• Easy
to
understand
for
a
non
naUve
Swedish
speaker
The
page
should:
• Feel
trustworth
• Explain
Playscan
and
its
features
• Explain
the
relevance
of
acUvaUng
• AmracUve
communicaUon
-­‐
a
movie
45%
acUvated

24. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
Making data actionable
using personas
Another example

25. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
Wording

26. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
<
What would
Johnny do?
Wording

27. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
Wording
<
What would
Johnny do?

28. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
Wording
<
What would
Johnny do?
5x
more
clicks

29. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
Making data actionable
using personas
An encouragement

30. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia

31. Crea%ng
User
Personas
to
give
a
Human
Face
to
Big
Data
|
New
Horizons
in
Responsible
Gambling
©
2015
|
natalia@playscan.com
|
@jag_natalia
<
What would
Johnny do?

32. Thanks!
natalia@playscan.com
USER PERSONAS
GIVING A HUMAN FACE
TO BIG DATA
@jag_natalia