Natalia matulewicz Creating user personas to give a human face to big data

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Head of User Experience at Playscan | @jag_natalia | [email protected] New Horizons in Responsible Gambling Conference, Vancouver, February 2015

USER PERSONAS GIVING A HUMAN FACE TO BIG DATA

Natalia Matulewicz

Crea%ng User Personas to give a Human Face to Big Data | New Horizons in Responsible Gambling © 2015 | [email protected] | @jag_natalia

How we usually view Big Data!

S E GM 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%


How we usually view Big Data!

S E GM 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


What if we could see it as persons?!


What if we could see it as persons?!

Human Personal DisUnct


The markeUng industry is doing it




SomeUmes demographics or search words isn’t enough…


Personas are !fictional characters representative of a unique group of users !who share common goals!


Persona A model of human behavior


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.


Doing good - Johnny


AGE: OCCUPATION:

STATUS: LOCATION:


BIO

Persona A model of human behavior that is:

-‐  described as if it were a real person


High Low



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


AGE: OCCUPATION:

STATUS: LOCATION:


BIO


High Low



Playscan Personas


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?”


Making data actionable using personas

An example


Playscan Activation Page The page should:

•  Feel trustworth

•  Explain Playscan and its features

•  Explain the relevance of acUvaUng

•  AmracUve communicaUon -‐ a movie


Playscan Activation Page The page should:





10% acUvated


Playscan Activation Page

< What does

Johnny need?

The page should:






•  Meet the user’s curiosity

•  Focus on the user -‐ not on Playscan

•  Easy to understand for a non naUve Swedish speaker


< What does

Johnny need?

The page should:







< What does

Johnny need?




The page should:







< What does

Johnny need?




The page should:




•  AmracUve communicaUon -‐ a movie 45%

acUvated



Another example


Wording


< What would Johnny do?

Wording


Wording



Wording


5x more clicks



An encouragement




Thanks! [email protected]

USER PERSONAS GIVING A HUMAN FACE TO BIG DATA

@jag_natalia

Business

Natalia matulewicz Creating user personas to give a human face to big data