{"id":7680,"date":"2022-03-21T14:53:04","date_gmt":"2022-03-21T13:53:04","guid":{"rendered":"https:\/\/www.open-knowledge.it\/?p=7680"},"modified":"2022-03-22T11:08:28","modified_gmt":"2022-03-22T10:08:28","slug":"data-driven-personas","status":"publish","type":"post","link":"https:\/\/www.open-knowledge.it\/en\/data-driven-personas\/","title":{"rendered":"Data driven Personas"},"content":{"rendered":"[vc_section full_height=”yes” content_placement=”middle” disable_element=”yes” el_class=”full-width” css=”.vc_custom_1646063536517{background-image: url(https:\/\/www.open-knowledge.it\/wp-content\/uploads\/2022\/01\/sfondodimensionato.png?id=7211) !important;}” el_id=”trial2″][vc_row][vc_column width=”2\/3″ css=”.vc_custom_1646063430207{margin-top: 250px !important;}” offset=”vc_hidden-lg vc_col-md-offset-0 vc_hidden-md vc_hidden-sm vc_hidden-xs”][vc_column_text]\n

Data-driven Personas<\/span><\/h1>\n[\/vc_column_text][vc_column_text]Can data support organizations in human shaping problems?
\n<\/span><\/span><\/span> \u202f<\/span><\/span>\u00a0<\/span>[\/vc_column_text][vc_single_image image=”7170″][\/vc_column][vc_column width=”1\/3″ offset=”vc_col-lg-offset-0 vc_hidden-lg vc_col-md-offset-0 vc_hidden-md vc_col-sm-offset-0 vc_hidden-sm vc_hidden-xs” css=”.vc_custom_1646063437865{margin-top: 90px !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}”][vc_single_image image=”7214″ img_size=”full” css=”.vc_custom_1642174361410{background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}”][\/vc_column][\/vc_row][vc_row][vc_column width=”2\/3″ css=”.vc_custom_1642174973193{margin-top: 50px !important;margin-bottom: 50px !important;background-image: url(https:\/\/www.open-knowledge.it\/wp-content\/uploads\/2022\/01\/provaresponsive.png?id=7214) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm vc_col-xs-12″][vc_empty_space height=”200px”][vc_column_text css=”.vc_custom_1647630216513{background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”]\n

Data-driven Personas<\/span><\/h1>\n[\/vc_column_text][vc_column_text]Can data support organizations in human shaping problems?
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Data-driven Personas<\/span><\/h1>\n[\/vc_column_text][vc_column_text]Can data support organizations in human shaping problems?
\n<\/span><\/span><\/span> \u202f<\/span><\/span>\u00a0<\/span>[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][\/vc_section][vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][wgl_spacing spacer_size=”30px” responsive_mobile=”true” size_mobile=”60px”][vc_column_text]\n\t\t\n\t\t
\n\t\t\t\n\t\t\t\n\t\t\t\t\n\t\t\t\t21 March 2022 \n\t\t\t<\/span>\n\t\t\t\n\t\t\t\n\t\t\t\t\n\t\t\t\t<\/span> 8<\/span> min.<\/span><\/span>\n\t\t\t<\/span>\n\t\t<\/div>\t\n\t\t\n\t<\/span>[\/vc_column_text][wgl_spacing spacer_size=”30px” responsive_mobile=”true” size_mobile=”60px”][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][vc_column_text css=”.vc_custom_1647856164664{margin-top: 30px !important;margin-bottom: 30px !important;}”]\n

Solving complex problems in organizations<\/strong><\/h4>\n[\/vc_column_text][vc_column_text]Design for the change in the employee experience<\/strong> is always delicate. It requires understanding and mapping the complex needs of organizations and the people who live them, assessing the areas of intervention, and building consensus in order to promote common goals.<\/p>\n

The complexity is high since these projects involve multiple dimensions of intervention (individual, environmental and social), making it difficult to rationalize the objectives into simple KPIs<\/strong>. Where it is also possible to elaborate representations of metrics, they are sterile and cryptic, not creating an adequate foundation for the success of the project.<\/p>\n

 <\/p>\n

Therefore, we use methods of representing information that make it easier to understand and therefore more engaging to achieve the goal. One of the main methods is the segmentation of users on the basis of a number of analysis factors, creating Personas [1]<\/strong>[\/vc_column_text][vc_raw_html css=”.vc_custom_1647885642872{padding-top: 30px !important;padding-bottom: 30px !important;}”]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[\/vc_raw_html][vc_column_text]The advantage of using Personas lies in making it more immediate and usable to visualize the complex problems<\/strong> that emerged from the research, in facilitating communication<\/strong> between the project team (designers, stakeholder and collaborators), and in the ability to arouse empathy<\/strong> towards the needs that must be satisfied, giving a human appearance to the problems.[\/vc_column_text][vc_column_text css=”.vc_custom_1647856294783{margin-top: 60px !important;margin-bottom: 30px !important;}”]\n

Personas: a methodology based on qualitative data<\/strong><\/h4>\n[\/vc_column_text][vc_column_text]The creation of Personas begins with the collection of data through qualitative<\/strong> research and analysis. Data is defined as qualitative<\/strong> when it provides information that does not measure a topic but describes it: it investigates motivations and attitudes in the form of opinions and points of view. [2]<\/strong><\/p>\n

Interviews, Workshops, Focus Groups,<\/strong> and \u2013 in some cases \u2013 ethnodemographic and netnographic observations <\/strong>(based on the observation of the user interacting freely with a product or service, offline or online) are the typical qualitative research methods that are used in the creation of Personas.<\/p>\n

The research methods are usually defined according to the type of data obtainable and used: data resulting from observation can be defined as \u201cobserved<\/strong>\u201d while data obtained from direct questions are classified as \u201cinterrogated<\/strong>\u201d. The former is the result of assessments made simply by observing the behavior of the object of study. For example, a researcher observes how many times an employee interacts with the corporate phone. The latter, on the other hand, is the result of answers to questions explicitly asked to the subjects interviewed. The most common methodologies applied in this case are Interviews and Focus Groups but the Diaries are also an example, where participants are asked to track the significant events of a working day.[\/vc_column_text][wgl_spacing spacer_size=”30px” responsive_mobile=”true” size_mobile=”60px”][vc_column_text css=”.vc_custom_1647856372523{margin-bottom: 30px !important;}”]All the data obtained are analyzed and filtered to identify recurring characteristics.<\/p>\n

The result is therefore the representation of patterns of characteristics and needs. These identified attributes are then grouped according to frequency and finally used to define the Persona.<\/em>[\/vc_column_text][vc_single_image image=”7686″ img_size=”full” alignment=”center” css=”.vc_custom_1647881355231{margin-bottom: 0px !important;}”][vc_column_text css=”.vc_custom_1647856459826{margin-bottom: 30px !important;}”]\n

Data-driven Personas: integrate quantitative data<\/strong><\/h4>\n[\/vc_column_text][vc_column_text css=”.vc_custom_1647887519168{margin-bottom: 30px !important;}”]However, it is also necessary to exploit quantitative survey methodologies to confirm or refute the information processed through qualitative data.<\/strong><\/p>\n

Quantitative data are statistical data aimed at measuring a population of users to define the incidence and intensity of a phenomenon. An example is a figure that reports the number of people who on average receive more than twenty emails in a day. [3]<\/strong>[\/vc_column_text][vc_raw_html css=”.vc_custom_1647856499368{margin-bottom: 30px !important;}”]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[\/vc_raw_html][vc_column_text css=”.vc_custom_1647856515501{margin-bottom: 30px !important;}”]This is the first step towards a data-driven<\/strong> approach.[\/vc_column_text][wgl_spacing spacer_size=”30px” responsive_mobile=”true” size_mobile=”60px”][vc_column_text css=”.vc_custom_1647856578429{margin-bottom: 30px !important;}”]\n

So how to build Data-driven Personas?<\/strong><\/h4>\n[\/vc_column_text][vc_column_text]The easiest thing is to integrate queried quantitative data<\/strong>. Questionnaires are one of the simplest and most effective methods for collecting data on the entire population of an organization, allowing for a more detailed segmentation.<\/p>\n

For example, let’s imagine that in a Diary two subjects describe how easy is to use a company tool. Without further information, it could be assumed that no one in the company has problems using the tool and therefore any intervention regarding that tool would be excluded. By distributing a questionnaire, however, we may discover that only a small percentage of the company population is able to use it correctly and it would therefore be appropriate to explore why others experience this difficulty.<\/p>\n

 <\/p>\n

This methodology was recently used in a project as part of the employee experience for a player in the banking market. In this case, a questionnaire was constructed with the aim of investigating the perception of the work environment and the roles of employees through some closed-ended questions. It was forwarded to all employees of the group in order to have the largest possible analysis sample and the data were then grouped according to metrics relating to the project objectives.<\/p>\n

 <\/p>\n

Based on the results obtained, Personas<\/strong> were elaborated representing segments of employees identified quantitatively and then enriched with details deriving from qualitative analyzes, such as interviews.<\/strong>[\/vc_column_text][vc_single_image image=”7690″ img_size=”full” alignment=”center” css=”.vc_custom_1647856700607{margin-top: 30px !important;margin-bottom: 30px !important;}”][vc_column_text]With the growing adoption of Smart-working and digital tools (for example for project management, mail, documents, and video calling tools), observable quantitative data, the so-called “digital footprints<\/em><\/strong>“, accessible via SDK and API, are also increasingly available. The “digital footprints” are the footprints we leave on our web journeys<\/em>, the digital paths we follow. For example: what searches we carry out or which meetings we have marked on our shared calendar.<\/p>\n

 <\/p>\n

This type of data can be collected and brings significant added value to the definition of a Persona. By mapping how users interact in a digital workplace<\/strong>, it is possible, for example, to obtain information on the keywords sought or on the relationships between colleagues, as well as what are the information flows and the real organizational structures that are established.[\/vc_column_text][vc_single_image image=”7693″ img_size=”full” alignment=”center” css=”.vc_custom_1647856800390{margin-top: 30px !important;margin-bottom: 60px !important;}”][wgl_spacing spacer_size=”30px” responsive_mobile=”true” size_mobile=”60px”][vc_column_text css=”.vc_custom_1647856853794{margin-bottom: 30px !important;}”]\n

Data-driven Personas: how to apply them<\/strong><\/h4>\n[\/vc_column_text][vc_column_text css=”.vc_custom_1647856874274{margin-bottom: 30px !important;}”]Projects that include full use of Data-driven Personas provide for an iterative application of analysis methodologies<\/strong>.<\/p>\n

The ideal process is based on the application of five complementary research phases:[\/vc_column_text][vc_raw_html css=”.vc_custom_1647856988949{padding-top: 30px 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according to the identified patterns<\/strong>: the various clusters<\/strong> define the Data-driven Personas, whose characteristics and needs must be linked and aligned with the company objectives. This adaptation is necessary to ensure that the intervention you want to make on the employee experience brings the desired change within the organizational reality. The Data-driven Personas will then be used as a reference for all subsequent project steps.[\/vc_column_text][vc_column_text css=”.vc_custom_1647857511170{margin-top: 60px !important;margin-bottom: 30px !important;}”]\n

Data-driven Personas: the advantages<\/strong><\/h4>\n[\/vc_column_text][vc_column_text]The one described is an example procedure and the methodologies may vary according to the projects.[\/vc_column_text][vc_raw_html css=”.vc_custom_1647857540611{margin-bottom: 30px !important;padding-top: 60px !important;}”]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[\/vc_raw_html][vc_column_text]Using this approach brings two benefits:[\/vc_column_text][vc_raw_html css=”.vc_custom_1647872015637{padding-top: 30px !important;padding-bottom: 30px !important;}”]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[\/vc_raw_html][vc_raw_html css=”.vc_custom_1647872029810{padding-top: 30px !important;}”]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[\/vc_raw_html][vc_raw_html css=”.vc_custom_1647857822620{margin-bottom: 30px !important;padding-top: 60px !important;}”]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[\/vc_raw_html][vc_column_text]Through their use, problems may also arise on issues that are unpredictable and\/or that would remain neglected such as Accessibility and Inclusion that deserve to be enhanced. Unlike other approaches, in which the Personas are identified on the basis of the company organization chart or the assigned tasks, all the characteristics of the Data-driven Personas are instead quantifiable and demonstrable with respect to their real counterpart.<\/p>\n

 <\/p>\n

The use of an integrated Data-driven approach allows not only to evaluate immediate interventions but also to guide the organization’s future choices.[\/vc_column_text][vc_column_text css=”.vc_custom_1647943602658{margin-top: 60px !important;margin-bottom: 30px !important;}”]\n

Notes<\/strong><\/h4>\n[\/vc_column_text][vc_column_text][1] <\/em>Harley A. (2015), Personas Make Users Memorable for Product Team Members<\/a><\/p>\n

[2] <\/em>Qualtrics, Analisi qualitativa: come scegliere il metodo di ricerca<\/a><\/p>\n

[3] <\/em>Qualtrics, Analisi quantitativa: come scegliere il metodo di ricerca<\/a>[\/vc_column_text][vc_column_text css=”.vc_custom_1647857885478{margin-top: 60px !important;margin-bottom: 30px !important;}”]\n

Bibliography and sitography<\/strong><\/h4>\n[\/vc_column_text][vc_column_text]\n
    \n
  • Jansen, B.\u202fJ.,\u202fSalminen,\u202fJ. O., &\u202fJung, S. G. (2020). Data driven personas for enhanced user understanding: combining empathy with rationality for better insights to analytics. Data and Information Management,<\/em>\u202f4(1), 1-17\u200b <\/span><\/li>\n
  • Miaskiewicz, T., &\u202fLuxmoore, C. (2017). The use of data-driven personas to facilitate organizational adoption- a case study. \u202fThe Design Journal,\u202f20(3)<\/em>, 357-374\u200b <\/span><\/li>\n
  • Tassi,\u202fR., Brilli, A., & Ricci, D. (2018,\u202fJuly). Digital methods for service design experimenting with data-driven frameworks. In\u202fServDes2018.\u00a0 Service design Proof of Concept, Proceedings of the ServDes. 2018 Conference, 18-20 June, Milano,\u202fItaly\u202f(No. 150, pp. 1100-1129).<\/em> Link\u00f6ping\u202fUniversity\u202fElectronic Press <\/span><\/li>\n
  • Harley, A. (2015). Personas make users memorable for product team members.\u202fNielsen Norman Group<\/em>,\u202f26. <\/span><\/li>\n
  • Qualitrics, Analisi qualitativa: definizione, metodi ed esempi, 2021 <\/span><\/li>\n<\/ul>\n[\/vc_column_text][vc_empty_space][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/6″ css=”.vc_custom_1642168135550{margin-bottom: 30px !important;}”][\/vc_column][vc_column width=”2\/3″][vc_column_text css=”.vc_custom_1647884066723{margin-top: 60px !important;margin-bottom: 30px !important;}”]\n

    Authors<\/strong><\/h4>\n[\/vc_column_text][vc_column_text]\n

    Simone Fiorini, Davide Macchi<\/p>\n[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″ offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm vc_hidden-xs”][vc_column_text]<\/span><\/span><\/p>\n

    Sebbene i benefici del dato quantitativo siano ormai ovvi, l\u2019implementazione degli studi quantitativi non \u00e8 altrettanto scontata. Spesso, durante la prima fase di progettazione di un Digital Workplace (DWP), non ci si avvale di dati oggettivi. In fasi successive al go-live, l\u2019implementazione delle analytics \u00e8 superficiale, non facendo uso di analisi di Key Performance Indicators (KPIs), Return of Investment (ROI) o tecnologie avanzate, come ad esempio big data o digital footprints. Tali approcci non mettono i dati e i dipendenti al centro della progettazione dei Digital Workplace, sono rischiosi e non rendono possibile misurare il successo delle soluzioni adottate. \u00c8 fondamentale stabilire una strategia di progettazione ben strutturata da subito.<\/p>\n[\/vc_column_text][vc_single_image image=”7102″ img_size=”full” css=”.vc_custom_1642153519662{margin-top: 30px !important;margin-bottom: 30px !important;}”][vc_single_image image=”7334″ img_size=”600 x 600″ alignment=”center” css=”.vc_custom_1645548522732{padding-bottom: 30px !important;}”][vc_column_text]<\/span><\/span>Un’intranet ben progettata, oltre ad aumentare notevolmente l’efficienza delle procedure interne, migliora il morale dei dipendenti (che possono in questo modo raggiungere i loro obiettivi senza frustrazioni) e garantisce un grande risparmio finanziario. Un cambio di rotta tardivo risulta essere molto pi\u00f9 costoso di una progettazione adeguata, portando con s\u00e9 anche altri effetti negativi come perdita di produttivit\u00e0, abbassamento del morale dei lavoratori e un’influenza negativa sui ricavi finali. \u00c8 necessario dunque monitorare e anticipare con proiezioni sul futuro l’impatto del digital workplace sul business. Tuttavia, l’implementazione dei convenzionali analytics, data lake, big data \u00e8 oggettivamente costosa e complicata in questa fase, agli albori dell’adozione di un digital workplace.<\/span><\/p>\n

    In OpenKnowledge, per rispondere nel modo pi\u00f9 efficiente possibile alle sopra citate necessit\u00e0 e difficolt\u00e0, abbiamo generato un’esperienza di test quantitativi rapidi e continuativi mirati alla misurazione del ROI dei cambiamenti introdotti e alla validazione del design. I test forniscono un riscontro oggettivo rispetto alle scelte che operiamo per i nostri clienti su larga scala e ci consentono di effettuare delle predizioni sin dalla prima settimana di progettazione: infatti, siamo in grado di eseguirli direttamente sui prototipi, senza necessit\u00e0 di sviluppo\/IT. [\/vc_column_text][vc_single_image image=”7129″ img_size=”full” css=”.vc_custom_1642153926928{margin-top: 30px !important;margin-bottom: 30px !important;}”][vc_raw_html]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[\/vc_raw_html][vc_column_text]<\/span>\u00ec<\/span><\/span>I nostri studi sono basati sull’analisi di KPI metriche che vengono tradotte ine Objectives and Key Results (OKRs) per misurare il ritorno d’investimento. Un esempio di KPI che sfruttiamo nei processi documentali HR \u00e8 la soddisfazione degli utenti, il numero di click e il tempo di completamento del processo. In parallelo all’individuazione degli obiettivi e metriche, esploriamo quali strumenti di ricerca siano in grado di supportare la data collection nella particolare situazione progettuale di riferimento. <\/span>[\/vc_column_text][vc_raw_html css=”.vc_custom_1646045987299{padding-top: 30px !important;}”]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[\/vc_raw_html][vc_column_text]\n

      \n
    • Migliorando la comunicazione all\u2019interno dei gruppi di lavoro con una metodologia che crea empatia verso tutti. Gli obiettivi sono percepiti pi\u00f9 chiari perch\u00e9 legati ad un volto e ad una personalit\u00e0 precisa. Inoltre, per via dell\u2019analisi di un campione pi\u00f9 ampio, si ha la certezza che tutte le sfaccettature dell\u2019organizzazione siano state analizzate.<\/span><\/li>\n<\/ul>\n[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row][vc_column width=”5\/6″ css=”.vc_custom_1646060624591{margin-top: 60px !important;margin-bottom: 60px !important;padding-top: 30px !important;padding-right: 60px !important;padding-bottom: 30px !important;padding-left: 60px !important;background-image: url(https:\/\/www.open-knowledge.it\/wp-content\/uploads\/2022\/01\/riprovacit.png?id=7120) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;border-radius: 4px !important;}” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm vc_hidden-xs”][vc_column_text css=”.vc_custom_1642155266714{background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”]\n

      Vuoi introdurre un digital workplace in azienda?<\/h3>\n[\/vc_column_text][vc_column_text css=”.vc_custom_1642155274639{background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”]\n
      \n

      Parlane con noi, saremo felici di aiutarti<\/p>\n<\/div>\n[\/vc_column_text][vc_empty_space][wgl_button button_text=”Contatti” link=”url:https%3A%2F%2Fwww.open-knowledge.it%2Fcontacts%2F|title:Contacts||”][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row][vc_column width=”5\/6″ css=”.vc_custom_1646060615063{margin-top: 60px !important;margin-bottom: 60px !important;border-top-width: 2px !important;border-right-width: 2px !important;border-bottom-width: 2px !important;border-left-width: 2px !important;padding-top: 30px !important;padding-right: 60px !important;padding-bottom: 30px !important;padding-left: 60px !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;border-left-color: #000000 !important;border-left-style: dashed !important;border-right-color: #000000 !important;border-right-style: dashed !important;border-top-color: #000000 !important;border-top-style: dashed !important;border-bottom-color: #000000 !important;border-bottom-style: dashed !important;border-radius: 4px !important;}” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm vc_hidden-xs”][vc_column_text css=”.vc_custom_1642164890373{background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”]\n

      Vuoi introdurre un digital workplace in azienda?<\/h3>\n[\/vc_column_text][vc_column_text css=”.vc_custom_1642164903562{background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”]Parlane con noi, saremo felici di aiutarti[\/vc_column_text][vc_empty_space][wgl_button button_text=”Contatti” link=”url:https%3A%2F%2Fwww.open-knowledge.it%2Fcontacts%2F|title:Contacts||”][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

      Crypto payments are fast, secure and anonymous, they are cheaper to process and hence are widely used by businesses in all areas. Best of all, there is no chance of Chargeback or fraud! We are proud to provide one of best crypto payment…<\/p>\n","protected":false},"author":17,"featured_media":7707,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[107,108],"tags":[],"yoast_head":"\nData-driven Personas<\/title>\n<meta name=\"description\" content=\"Design for the change in the employee experience is always delicate. 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