Defining user requirements Who are the users?

Publications & Web sites can be developed using personas A simple definition of a web persona is: “a summary of the characteristics, needs, motivations and environment of typical web site users“. 1/1/2019

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Tom – Journalist Tom is 37 years old, married, two small children, master degree in economics from University of Copenhagen, works at a national news paper. Likes to travel to exotic places in his holidays.

Tom – Journalist All his work is done from his office desk and from his computer Has not used a printed book on statistics since reading the Statistical 10 year review at university Dead lines are more important than precision Follows business statistics closely Needs the release calendar as he is always looking for stories Says statbank.dk has nearly everything but prefers to call staff at Statistics Denmark because its faster / more efficient

Anna 29 years old works a clerk in a real estate company. One child and expecting a second in 5 months, looking forward to her maternity leave Not really interested in statistics But needs CPI for regulation of contracts in her work Found statistics on “names” and is trying to find an original name for her next child

Matthew Matthew is 51-year-old married father of three children and one grandchild. He has a Ph.D. in Agricultural Economics who spends his work time requesting and reviewing research reports, preparing memos and briefs for agency heads, and supervising staff efforts in food safety and inspection. He is focused, goal-oriented within a strong leadership role. One of his concerns is maintaining quality across all output of programs. He is comfortable using a computer and refers to himself as an intermediate Internet user. He is connected via a T1 connection at work and dial-up at home. He uses email extensively and uses the web about 1.5 hours during his work day. He is most likely heard saying: “Can you get me that staff analysis by Tuesday?” Persona developed by the U.S. Department of Agriculture's (USDA) Economic Research Service (ERS). 7 1/1/2019

Using web metrix and or user surveys Bring them to life Developing personas Using an understanding of your user groups / segmentation fx from your strategy – Media, Academia, Government, NGO’s etc. Using web metrix and or user surveys Bring them to life 1/1/2019

Information that can help build personas Visitors Overview Report new visits / returning Browsers and OS Report mostly technical relevance Map Overlay Report where do they come from Keywords Report What are they searching for Referring Sites Report Where are they coming from After allowing some data to accumulate, the next step is to acquire the Google Analytics reports, whether you’re interacting directly with the application yourself or someone else is providing you with reports. If you are not the person extracting data, make sure that you receive the PDF exports of reports, as these contain summary data that is not present in some of the other export formats. Whether or not you have profiles that are filtered on new versus returning visitor segments, you will be interested in the same handful of reports: Visitors Overview Report. In one convenient dashboard-style screen, you can get the percentage of “new visits,” or visits by new visitors, and a snapshot of other visitor characteristics. Browsers and OS Report. While you can look at browsers and operating systems separately in other individual reports, it usually makes more sense to look at them in combination in the Browsers and OS Report. Typically only a handful of browser and operating system combinations are required to represent well over 90% of the site’s visitors. Map Overlay Report. To use this report, which provides a great deal of detail on the geographic origins of site visits, you will need to do just a little bit of math. Divide the number of visits from the top country or region (whichever is of greater use to you) by the total number of visits to get the percentage of visits from that geographical area. This allows you to determine the proportions of domestic and international visits. For the visits from your country, you will want to drill down to the city level and select a few cities from the top ranks of the list, keeping in mind that big cities will statistically generate more traffic than small ones. For your international visitors, choose from the top cities in the countries that bring the most visits. Keywords Report. This report shows the queries that bring users to your site. When you look at the search engine query terms, ask yourself, “What are our users looking for? What type of language do they use when searches bring them to our site?” This gives you a starting point to think about user motivations and goals. Referring Sites Report. Like the Keywords Report, the Referring Sites Report gives you an opportunity to look for answers to questions like, “Where do our users come from? Are they reaching our site from search engines, other sites, or just appearing directly with no referrer, as returning visitors are more likely to do?” 1/1/2019

Some Danish Demographics Male Female 43,4% 56,6% Education Long cycle higher education 34,2% Medium cycle higher education 25,4% Short cycle higher education 9,7% Vocational upper secondary school 11,7% Basic school 12,7% Not known 6,3% Total 100% 1/1/2019

Some Danish Demographics How did you arrive on dst.dk? 2009 2010 Search engine – like Google 46,6% 42,3% Bookmark 7,5% 7,6% Link on other website 6,7% 5,5% Link in printed publication 2,3% 4,3% URL from memory 29,4% 33,6% URL form friend / co worker Total 100% 1/1/2019

Some Danish Demographics Purpose of visit As a private person 34,2% Work in private company 25,4% Work in public organisation 9,7% Work in DST 11,7% Education 12,7% Other 6,3% Total 100% 1/1/2019

Some Danish Demographics Browser Internet Explorer 48,4% Safari (Mac) 19,6% Chrome (by Google) 17,5% Firefox 10,2% Not known 2,3% Opera 0,4% Other 1,6% Total 100% Source: Visitiors to www.dst.dk in April 2012 1/1/2019

Develop 3 personas based on the knowledge you have of your own users Task Develop 3 personas based on the knowledge you have of your own users Make them as different as possible Do you collect systematic information about users that can help to develop personas or be used for user segmentation?