The why, what and how of Personas. This 90 minutes session is part of a series of short and focused masterclasses. The series is meant for people who have little or no experience applying design thinking methods, tools and frameworks. This is a Masterclass by Arne van Oosterom

2. Arne van Oosterom
Creative Leadership Coach
Founder DesignThinkers Academy
Advisor HBA & Director HBA Amsterdam

3. WHAT IT
IS NOT?
PERSONAS

4. Marketing Pro
fi
les,
Stereotypes, Market
segments, Buyer Personas…

5. Demographics
“geography, age and
gender are garbage for
predicting taste.” - Net
fl
ix

6. WHAT
IS IT?
PERSONAS

7. To capturing, visualise and make
data come to life
Research Tool

8. A persona is based on research
Qualitative & Quanitative

9. Data you already have:
CRM data
Analytics
Customer Data bases
Order History

10. Include frontline sta
ff
and employees
who interact directly with customers

11. Represent patterns
of behaviour within
a certain context
PERSONAS

12. A persona is a
fi
ctional representations and
generalisations of a cluster of your target group
with similar behavioural patterns, attitudes and
goals in relation to your product

13. Exciting Customer Persona
Potential Customers Persona

14. A Persona humanises data
Makes it tangible, visual and relatable
Keeps People at the centre of development

15. EMPATHY

16. PERSONAS
Person-Positivity
Heuristic

19. The Scope-Severity Paradox
Increasing the number of people victimised by a
crime decreases the perceived severity of that
crime and leads people to recommend less
punishment for crimes that victimize more
people.

20. Write a question
in the chat

21. EXERCISE
PERSONAS

23. PERSONAS

24. PERSONAS

25. PERSONAS

26. PERSONAS

27. PERSONAS

28. PERSONAS

29. PEN AND PAPER

30. Context

31. Context
Your service context
User environment
Psychographics
Personal background
Professional background
Without Context
‘dead data’ is dead

32. motivation

33. motivation
incentives
fears
growth
power
Social

34. Behavior

35. Behavior
the way in which one
acts or conducts
oneself

36. attitude

37. attitude
a settled way of
thinking or
feeling about
something

38. How to call your persona?
Tourists, Patient, User,
Customers, Buyer

39. Fast Mover
Expert User
Extreme user
How to call your persona?

40. User Community A
Tribe B
How to call your persona?

41. Julia, Simone, Jesica, Philip, John
How to call your persona?

42. name

43. demographics
Occupation
Age
Gender
Race
Family Size
Religion

44. Write a question
in the chat

45. Persona +
Empathy Map

51. PERSONAS

52. Stakeholder map

54. Secondary personas
E.g.
Caregiver
Parents

55. Extreme Users / Utilisers

56. Recruitment
PERSONAS

57. Write a question
in the chat

58. WHEN DO
YOU USE IT?
PERSONAS

59. EXPLORE (RE)FRAME IMPLEMENT
diverge converge diverge converge
create
choice
make
choice
create
choice
make
choice
DOUBLE DIAMOND

60. WHY DO
YOU USE IT?
PERSONAS

61. - A way to collect and humanise your
research data
- A common language to align a
interdisciplinary team
- To create buy-in

62. HOW DO
YOU USE IT?
PERSONAS

63. PERSONAS

64. Keep it alive
… a Pandemic might change your
Personas needs and behaviour…
( e.g. Fashion brand Chanel ran an
advertisement campaign showing
models in a holiday setting…)

65. EXAMPLES
PERSONAS

66. PERSONAS

68. PERSONAS

69. PERSONAS
1
NYCMansionPersonasand
CustomerJourneyMap
documentation Mr. & Mrs. Smith Identity
The 40-60 year old woman, NYC resident, she is a world
traveler, well-cultured, educated and has her days filled
with board meetings, charity events and other business.
Background
Mrs. Smith has not shopped with Cartier and has made a
point not to as she feels Cartier is too commercial and feels
that brands such as Harry Winston are more relevant to
her fashion taste.
She does rely on the opinions of her social group and
often shopping or doing things groups. All while wanting
something special that her friends do not have.
Problem/Needs
Mrs. Smith has a 25th anniversary coming up and would
like to dress for the occasion.
Quote
“I don”t want to see myself coming and going…”
Opportunity
– Need to draw Mrs. Smith into the store either through
special events, windows installation, friend/social group
that can lure her in.

71. Customer Journey Mapping for Hiring and Onboarding Service
MIA
She is a Senior Brand
Manager based in
Luxembourg.
OBJECTIVES
She is extremely focused
on delivering results.
She is sociable and likes
to stay ahead of new
trends’
QUOTE
“THE BEST MOMENT
FOR ME IS DEFINITELY
WHEN I GOT
APPOINTED TO
WORK FOR THE NO. 1
GLOBAL BRAND! I FEEL
PROUD EVERY DAY
TO WORK FOR THIS
BRAND”
CAREER WEBSITE CAREER WEBSITE
HR Services to Support and Delight
Service Scenario 03
CAREER WEBSITE
Service Scenario 04
ON-BOARDING
PLANNING
ONBOARDING PLAN
EXPERIENCESTAGESTOUCHPOINTS
NEW HIRE
An aspirational Customer
Journey of a Newly Hired
Associate.
phoneSocial media
& contacts
Network
events
CONSIDERING/SEARCH NEGOTIATING
ACTIONS
The Candidate finds information
on the KO website.
The Candidate completes interviews.
The Candidate
easily submits job
application.
Initial
communication
confirms mutual
interest.
The Candidate gets ready for the
interview.
The Candida
provides
references f
final proces
The Candidate
receives personalized
feedback via email &
phone.
The Candidate receives
tips for the scheduled
interview.
“I AM VERY EXCITED
ABOUT POSSIBLE JOB
OPPORTUNITIES AT KO.”
“THE PROMPT FEEDBACK MADES ME
FEEL VERY CONFIDENT.”
“I FEEL VERY CONFIDENT BECAUSE
THE JOB DESCRIPTIONS WERE
INSPIRING AND CLEAR.”
“I APPR
Q
“I’M EXCITED
AND ANXIOUS ABOUT
JOB INTERVIEWS BUT HAVING
RECEIVED DETAILS FROM THE
T.A.P., I’M FEELING CONFIDENT
& PREPARED FOR MY
INTERVIEWS.”
“I LIKE THE PROMPT AND
PESONAL CONTACT, IT
MOTIVATED ME A LOT!”
BACKOFFICENARRATIVE
I think it’s time for a new
challenge, in a place where I
can contribute & be creative.
There’s no growth potential
here, it’s time to go online and
see what’s out there.
Mia gets an email from the T.A.P. to say she has
been selected for interview and has scheduled
a time. Mia is delighted when she receives more
information about the role, the type of interview
& a link to the KO website to help her prepare.
Mia receives an email from the T.A.P.
to say the interview went well and they
would like to schedule another.
Mia gets an
T.A..P. to tel
successful &
offer her the
T.A.P. tells h
the offer let
Mia tells her friend that she saw
this cool job on KO website and
she tells her how easy it was for
her to apply for the job on the
KO website using her Linked In
profile.
Mia looks for further information about
the role on the KO website and she
finds the video testimonial about the
role provides her with a real sense of
what the new role entails.
T.A.P.
The Talent receives the
application and make it
available for the Talent
Acquisition Partners
The recruitment staff keeps
the communication with
Candidate active and useful
T.A.P. recives the
information about
candidate and
gets ready for
Candidate first
Interview
T.A.P. stays in contact with the
Candidate for feedback and to
schedule further interviews if
required.
planningphone T.A.P.email email emailKO website KO website KO website KO website KO website KO websit
Customer Journey Mapping for Hiring and Onboarding Service
MIA
She is a Senior Brand
Manager based in
Luxembourg.
OBJECTIVES
She is extremely focused
on delivering results.
She is sociable and likes
to stay ahead of new
trends’
QUOTE
“THE BEST MOMENT
FOR ME IS DEFINITELY
WHEN I GOT
APPOINTED TO
WORK FOR THE NO. 1
GLOBAL BRAND! I FEEL
PROUD EVERY DAY
TO WORK FOR THIS
BRAND”
CAREER WEBSITE CAREER WEBSITE
HR Services to Support and Delight
Service Scenario 03
CAREER WEBSITE
Service Scenario 04
ON-BOARDING
PLANNING
ONBOARDING PLAN
EXPERIENCESTAGESTOUCHPOINTS
NEW HIRE
An aspirational Customer
Journey of a Newly Hired
Associate.
phoneSocial media
& contacts
Network
events
CONSIDERING/SEARCH NEGOTIATING
ACTIONS
The Candidate finds information
on the KO website.
The Candidate completes interviews.
The Candidate
easily submits job
application.
Initial
communication
confirms mutual
interest.
The Candidate gets ready for the
interview.
The Candidate
receives personalized
feedback via email &
phone.
The Candidate receives
tips for the scheduled
interview.
“I AM VERY EXCITED
ABOUT POSSIBLE JOB
OPPORTUNITIES AT KO.”
“THE PROMPT FEEDBACK MADES ME
FEEL VERY CONFIDENT.”
“I FEEL VERY CONFIDENT BECAUSE
THE JOB DESCRIPTIONS WERE
INSPIRING AND CLEAR.”
“I’M EXCITED
AND ANXIOUS ABOUT
JOB INTERVIEWS BUT HAVING
RECEIVED DETAILS FROM THE
T.A.P., I’M FEELING CONFIDENT
& PREPARED FOR MY
INTERVIEWS.”
“I LIKE THE PROMPT AND
PESONAL CONTACT, IT
MOTIVATED ME A LOT!”
BACKOFFICENARRATIVE
I think it’s time for a new
challenge, in a place where I
can contribute & be creative.
There’s no growth potential
here, it’s time to go online and
see what’s out there.
Mia gets an email from the T.A.P. to say she has
been selected for interview and has scheduled
a time. Mia is delighted when she receives more
information about the role, the type of interview
& a link to the KO website to help her prepare.
Mia receives an email from the T.A.P.
to say the interview went well and they
would like to schedule another.
Mia tells her friend that she saw
this cool job on KO website and
she tells her how easy it was for
her to apply for the job on the
KO website using her Linked In
profile.
Mia looks for further information about
the role on the KO website and she
finds the video testimonial about the
role provides her with a real sense of
what the new role entails.
T.A.P.
The Talent receives the
application and make it
available for the Talent
Acquisition Partners
The recruitment staff keeps
the communication with
Candidate active and useful
T.A.P. recives the
information about
candidate and
gets ready for
Candidate first
Interview
T.A.P. stays in contact with the
Candidate for feedback and to
schedule further interviews if
required.
planningphone T.A.P.email email emailKO website KO website KO website KO website KO website

75. Customer Journy Mapping Prototyping
Stakeholder Mapping Facilitation