ConversionXL (Stefania Mereu) – Building Data-Driving Personas

Teacher

ConversionXL (Stefania Mereu) – Building Data-Driving Personas

ConversionXL (Stefania Mereu) - Building Data-driven Personas

Learn how to build data-Research has proven that driven and effective people are possible.

Customers can drive your business forward

They should be based on data and not subjective notions.

This course will show you how to combine quantitative research with qualitative methods in order to create representative personas for a research project.-It is a fast, efficient, and thorough method.

In just 8 sessions, you’ll be able to…

Research is the best way to create representative and effective personas.
You can quantitatively segment your customers or user base.
Conduct successful interviews to integrate qualitative data into your personas.

You can learn how to create strong people and put them into practice

In this course you’ll learn to identify elements of good personas, and provide you with actionable ways to incorporate them in your organization.

The course will also outline the difference between two different approaches in building personas—data-Driven vs. Hypothesis-driven. Learn the pros and cons of each method and which situations make one more suitable. You’ll also learn to optimally combine qualitative research with quantitative data.

Finally, you will learn how package and market your personal brand in your company.

This course is right for you if…

You’re involved in any customer or user centric effort in a medium to large organization.
Startups of any type are yours, regardless of whether you have an existing customer or user base.
You’re a UX designer or UX researcher looking to step up their strategy game.

This course is probably not for you if…

You’re the user of your product (hint: this is an extremely rare circumstance).
Your bullet is already there-Proof method to create persons.
Your company’s monetization strategy exclusively depends on technology advancement.

You should have the following skills before you take this course

Expertise on your industry (e.g. UX Design, Marketing, etc.
Basic knowledge of how to use an electronic spreadsheet (data handling and graphs).
It is important to understand basic statistics (probability and descriptive statistics such as mode and mean, data summary, and visualization), but it is not essential.

Concerning your instructor
Stefania Mereu

Stefania is a UX Data Scientist, Strategist & Evangelist. She is currently the director of user experience at Pearson. She was previously Sr. Quantitative User Experience Researcher at Express Scripts, and Vice President Research at Vast (a medium-sized startup that raised $14 Million last year).

Her previous experience includes work as a Human Factors Engineer and Statistician at the Federal Aviation Administration as well as as researcher at University of Illinois at Urbana.-Champaign. She has also been a consultant for Fortune 500 firms, including Southwest Airlines and USAA.

She received a doctorate in Cognitive Psychology at Sapienza University Rome, Italy. She enjoys spending time with her loved ones, teaching, and cooking delicious Italian cuisine. Music is a passion of hers. Fun fact: Her job as a graduate student was at a record shop that sold rare vinyl. She was also a freelance contributor to an Italian music magazine.

Learn the entire course curriculum

Building Data-driven personas

Lesson 1

Personas

This lecture will introduce the user to the concept of personas within an organization. What are they? How can you make them? What’s the secret to building them?

Lesson 2

Good user personas are made up of elements

This lecture will discuss what elements should be included in personas and how to make them actionable. It will also explain how to adapt personas elements to the context they are being used in.

Lesson 3

Hypothesis-driven vs data-driven personas

The third lecture will cover two ways to create user personas. It will also discuss the benefits and drawbacks of each approach.

Lesson 4

Quantitative, data driven user segmentation

This lecture will introduce the data.-A quantitative, driven method to create personas.

Lesson 5

Qualitative validation of user segments

This lecture will show you how to create personas by using qualitative techniques.

Lesson 6

Here are some examples of personas that can be used in different industries

This lecture will continue from Class 2 by showing real-world use cases for personas in different industries. The lecture will cover which elements and data points can be most helpful for different types of personas: marketing personas (user personas), customer personas (user personas) and customer personas (customer personas).

Lesson 7

It’s time to put it all together and make it sellable

To ensure that the personas are used within an organization, it is important to properly package them. How to package personas for effective evangelization.

Lesson 8

Wrapping examples and practical examples-Up

We will look at several student data examples and see what type of personas they could create.

Learn more http://archive.is/uB6sb