Create a clear image of target users including their lives and workplaces, and develop scenarios to describe their activities when using a certain product. This is how the design of user activities is carried out in the Persona-and-Scenario method, a design technique focused on people that can be used for designing websites, marketing communication schemes, and testing the user experience that a brand will bring.
This service carefully depicts the activities of target users of your website and marketing measures from the perspective of users using the Persona-and-Scenario method, and designs scenarios of user activities. These scenarios specify the type of communication users want, as well as when and in what situation they will want it, and which tool you should use and how you should interact with them. These scenarios of user activities in the Persona-and-Scenario method are the first plan of your site, and the first drawing of your marketing measures.
What is the Persona-and-Scenario Method?
The Persona-and-Scenario method was developed by Alan Cooper, a Visual BASIC developer. Cooper believed that it was essential to have empathy with users in product design, and used a persona in the product development of Visual BASIC. The Persona-and-Scenario method is a design technique to help provide the product that users really want to use. The development of a persona, and scenarios of user activities based on personae enables designers to go beyond an obscure image of people such as customers and users, and to deepen understanding of users and their activities.
A persona is a fictitious character created based on specific data about real people, and it is not drawn based on the prejudiced impression of developers and marketers. The persona enables all members of the project to focus on clear user needs and user experience as the design target. The products included in the persona, goals of the website, needs, anticipation, and problems show which way you should go in the design and the project.
Purpose of the Service
The service is designed to provide a method of constructing and enhancing customer-oriented, user-oriented business processes and marketing communication, by employing an entirely user-centered design technique.
Goal of the Service
The service aims at understanding target users for your website (or your marketing measures), and designing scenarios in the website based on target users' activities (or interaction between users and marketing communication.)
Service Details
Understanding
We identify problems and issues in your website for designing user activities in the Persona-and-Scenario method, and the current status of business and marketing. After confirming the competitive environment of the market, trends of competitors, and the direction of your strategy, we will begin to research the needs of target users and the trends of use.
Observation and data collection
We research the needs of target users, the present website, and the trends with the use of your product. User data investigated includes researching user activities by questionnaires, researching user interviews in a field work format called contextual inquiry, looking at user feedback such as complaints and opinions accumulated at your company, studying access log analysis data of the website, examining user research data disclosed to the public, and looking at secondary data on user feedback obtained from sales representatives.
Processes from analysis to skeleton creation
User data collected is divided by key point, and is classified using the KJ method. Based on user categories made by common characteristics, a skeleton of personae (a list of user characteristics) should be created. The priority of these personae is determined by frequency of use, the market scale, purchasing power, and strategic importance, etc., and preparing persona creation is complete.
Creation of basic persona documents
Based on the prioritized skeleton, the target user of the highest priority is created as the main persona, and a few sub-personae are created. The necessary elements are chosen from the name, picture, age, gender, company name, work, purpose, skills and knowledge, environment, values, and personality to create basic persona documents.
Creation of scenarios of user activities
Based on the basic persona documents created, scenarios of user activities are developed to describe scenes in which personae use the website, when, where and for what purpose they see marketing communications sent by a company, and how they interact. The development of scenarios of user activities allows you to specify what users want, the functions they need and where and how they need them, and to understand what communications they want and how they want them. They will become a basic design of your website and marketing communication, and help you define user requests.
Usage Scenes
- Upstream process of a website design using user-centered design techniques
- Design of marketing communication based on an understanding of customer needs and customer activities
- Brand design focused on user experience
- Determining conditions for selecting subjects of user test
