Character role practice mind

Recently with the other two colleagues Yao Zhi, green together to create Alipay's full site http://www.aliyun.com/zixun/aggregation/9245.html "> character role.This project is mainly to popularize people in the company Role of the method to enhance everyone's awareness of the user.

By learning Lene-Nielsen's ten-step character creation method, combined with quantitative and qualitative data, we have incorporated the steps below into a single merger.

1. Brainstorming: Create assumptions, identify the dimensions of differentiation, and analyze the framework

The most important thing is to create a character, according to what criteria to clearly define the different user groups. Differentiation criteria should consider not only the actual differences in user behavior, but also the primary, secondary, and secondary roles in relation to the product's business objectives.
We find that the commonly used distinguishing dimensions in previous studies include three categories: demand, behavior and motivation. Combined with the characteristics of third-party payment, we assume that we can use the experience (three levels: ≦ 6 months, 6-24 months, ≧ 24 months) and demand intensity (online payment is preferred: yes, no, not Must) these two dimensions to divide the user base.

The analysis framework refers to what each person's role contains. Usually include the background information (such as demographic characteristics, age, income levels, etc.), the use of behavior (such as Alipay frequency, etc.), goals and typical scenarios (such as paying treasure with water, coal, etc.).
2. Quantitative Analysis: Validating Assumptions and Analyzing Differences in Behavior among Different Groups of Users With categorical assumptions, we use a confirmatory approach to analyze quantitative data: we analyze the behavioral differences among different groups of users based on their experience and intensity of needs. Taking into account the low demand of less sample users, commercial value is not large, so the temporary analysis of this part of the data to abandon.
The quantitative analysis shows that the characteristics of high-demand users are more obvious, and there are more differences in the usage behaviors of different experienced users. Among the high-demand and old users, the proportion of males is higher than that of females, and the income level is the highest among all the characters.

However, the characteristics of middle-demand users are not so obvious. There are no significant differences in gender, age, occupation among the three experienced users. This makes us begin to reflect on the level of experience to distinguish between the needs of users is appropriate.

3. Inductive classification: the analysis of different people's goals, the definition of the use of the situation We have to sort out the specific behavior of each type of user differences, focusing on the difference between the larger behavior, and then summarizes the different behavior goals. The key and difficult part of this step is to highlight the differences in roles. We use 1-2 phrases to describe the character's behavioral goals or keywords and provide iconic languages ​​that are closely related to the goal.
Due to the lack of obvious characteristics of users in demand, we added the user's goals and finally broke up the middle-demand users into sellers who want to make money, online white-collar workers who worry about online payment security, and student players who have just started to buy game currency.

Qualitative verification: combined with qualitative data, refine the role of typical behavior, the effectiveness and details of the supplement

The first step to be avoided in this step is to consider yourself or the people around you as users and to think of your users' atypical behaviors as typical behaviors. Occasionally, a user can include both types of character's behavioral traits. In this case, the approach we take is to set out from the behavioral goals of the character, to break up the individual user's behavior into different roles.

In order to make people's characters live and live, we give each character basic information such as sex, age, work status, income level, etc., and attach a scene photo of his / her life to describe the specific operation process of his / her using Alipay. To pay attention to the scene story writing, the language should be as concise, clear and easy to understand.
In addition, after each person's character is displayed, it is best to compare and summarize the relevant characteristics of all the characters so that others can better understand and remember the characters.
Here's a character we created.

5. Role iteration: Conduct internal and external preaching to collect suggestions to update personas and follow-up on the follow-up of the personas. The key question is how to get company colleagues to reach a consensus on the characters.
We talked to the designer first, got some suggestions for improvement, and then worked out in a management user experience meeting to work well. Follow-up will also use traditional posters, corporate platforms and other forms, popularize the role of people.

Summing up this project, we feel that we can devote more energy in the initial stage. For example, we can collect opinions of users through employee interaction, brainstorm more colleagues with different backgrounds, or exploit exploratory methods to mine backstage data Clustering and so on.

Source: http://ued.alipay.com/2010/07/practice-note-characters-2/