1. Defining user requirements
Who are the users?

2. 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“.
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3. 1/1/2019

4. 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.

5. 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

6. 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

7. 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 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
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8. 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
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9. 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?”
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10. 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%
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11. 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%
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12. 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%
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13. 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 in April 2012
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14. 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?