MODAL DESIGN
Objective
Define and articulate our x-channel customer in a way that is iterative, modular, insightful, interesting and provokes a single thinking framework within the business.
The output are to be physical posters.
The content of this particular Persona type, had been curated from observational study and system analytics; the insight was designed to provide the viewer a glance-able 24 hour period in which to expect common behaviour and activity.
Here we can contextualise the relevancy, timely-ness and availability the product would be to the user throughout their typical day.
Dotted around are some factoids about how the business perceive the importance of this channel and other attributes understood for this particular Persona.
Pre-approved state of Persona Poster indicating is modularity and the flat-design to be used in the rebrand.
The Approach
Following a briefing which scaffolded little detail in order to not influence the outcome, an initial sketch was drawn to communicate several messages to an internal audience. The design was to frame who our target consumer* is and what that may translate to any department contributing to the evolution of the platform.
*Sketch designs were based on known attributes of our desired target consumer
The sketch depicts a typical Player in their reality, while their pseudo-characteristics of their online persona takes control. Surrounding the Players bust are the attributes and infographics known about the target consumer in what is hoped to be a glance-able style.
Using the AIDA model, the art direction was to grab attention while imparting glance-able data to passer-by.
Another idea led with idea of Persona Attributes as a literal model pop-out template but felt this was too ambiguous for anyone to relate what the audience may perceive as a typical trait.
This idea limited the amount of info to be displayed
Research
Small one-to-one surveys (Survey Gizmo) conducted by email and in person within the office revealed some varied results in understanding of our target consumer.
Draft Personas reflecting, Beginner, Intermediate and Advanced was tested to find unique differentiators in attributes.
Focusing on one user-type and arguably what was important to stakeholders; helped refine the research and template attributes for the other personas to develop from.
Setting the design aside, the pre-requisites of a persona required some real meat. Ethnography would gain the most valuable of raw data but with that not yet available in the initial stages some guerrilla research, competitor analysis and contextual translations of the platform analytics.
Set a questions were designed to enable the BI team to produce a custom report; its content was to support one of the key questions, "What is my user doing in a 24hr period?".
Sample of Excel Heatmap sourced from the web
A custom report would contain similar presentation as above to determine when the platform was most accessed and what device experience was used in the time of day for an individual count session. This later helps the ideation of illustrating that story as a component of the poster
Using the components of a typical persona we build up their traits from what we already know from our customer demography. We segmented the channel data from the platform and provide some meaningful biases created from socio-data/census-data born out of a typical user. Their job title, salary and locale provide some basic parameters for assumptions of lifestyle, purchase power and typical availability to the platform.
Sample data sourced from Numbeo.com and Payscale.com
Armed with this data; enough context was gathered to progress the design using a task map; a visualisation of the scope of the project.

Service Design of Project helped illustrate the coverage and to whom the answers maybe source from to stakeholders
The combination of design, ideas about the player dna and swapping text for infographics and symbols help pivot the later solution to its modular conclusion.
Single poster telling a story as one message was abandoned for a modular bite-size story layout
Results
While the above poster had imparts provided the viewer with some sense of a story; an alignment to a new rebrand and to the new format card structure of the platform; it was natural for the evolving ideas to form a similar layout. Which both satisfied relevance, granularity of data and the iterative development of personas.
It was envisage a physical deck of cards containing persona traits would assist the mental models in problem solving UI/Game design.
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