CALL WITH RUKO - NOTES

--- tags: designer-interview --- # CALL WITH RUKO - NOTES # Persona Feedback Questionaire ## 1.1 Your Project ### What are you currently working on? E: None relating to finance. But I do quite a bit of user research, atm within the incubator I work for I concentrate on helping 3 startups with their user research. I also help them bring insights that are actionable within teams: devs, design.. ... J: Type here... ### Are you working on launching an entirely new product, or rolling out new features to an existing product? E: A bit of both. ... J: Type here... ### Are there any key design challenges you've been working on? E: An example might be, we've been looking into what kind of loyalty programme to roll out. We are trying to find how we can benefit our customers to enjoy our services a litte more, finding out how they can use us again and again. ... J: Type here... ### What is your role in the team? - [x] Designer (UX Researcher) - [ ] Developer - [ ] Other (Please Note) ## 1.2 Demographics ### What demographic/audience are you currently designing for? E: At the moment, one of the companies is focussing on Londoners, but we're looking to launch in other cities. But yeah, it's city-based focused. People who live or work around London, and other urban areas. Targeting younger people, more or less 25-35, no kids, less commitments/responsibilities. We also target young parents, 24-35. And then single adults. ... J: Type here... ### Which demographic (if any) do you have trouble targeting/understanding? E: One thing is we did quite a big survey, followed up by a series of interviews. Before that we had a marketing persona/target, and who the advertisement should target... but no actually who uses us. So we've been focusing more on actually finding the people that use our service. We've been trying to balance who we are targetting, and then adapting to who we actually get. ... J: Type here... ... ## 1.3 User Motivations, Frustrations, and Traits ### What user motivations are you looking for? E: Young, disposable income available. We try to have a few different things, often talking about "one customer lot", looking at non-typical customers. More split into decision making and use cases. We're trying to move away from personas and more towards archetypes. Also exploring couples, taking into account their levels of income and free-time. How do people find our services? Review sites, apps, destinations. Aspects such as "what other brands/product services do these people use?" Also taking into account sustainability and environmental decisions. ... J: Type here... ... ### What user traits are you looking for? E: Type here... ... J: Type here... ... ### Which user problems/frustrations are you looking to solve? E: we've tried mapping user journeys to find pain points, and what stage of the journey they trip up at. That's more for problem solving and improving existing products. But we often look for opportunities, rather than problems with startups. ... J: Type here... ... ## 1.4 Persona Feedback ### After reading our user persona, was there any information that you found particularly useful/unuseful? E: Type here... **Useful**: The kind of profile info is quite useful. What might be more useful to know "why" they do or don't have a side hustle/dependant. Are there life stage factors? An indication of what stage of life they are at and how they match/don't match in sets with other personas. I would look for groups... Goals etc is good information. As are motivations, these are really useful for me as a designer. The preferences is actually quite interest in this context. It's useful to dig deeper into how people use and interact with money. These preferences could be used to develop a user journey for example. I like the quotes you have, especially the stuff with COVID-19. Tech specs are useful! **Unuseful**: It really depends... with personas it's good to have less text and more precision... could you have a summary of the persona before I dig into the interview/text? With motivations and frustrations that's fine to expand on, but for example a background profile doesn't need to be so beefed out and longwinded. Maybe have a main quote to sum up the main points, and then expand upon them in bullet points below? For interviews, just go for a summarising conclusion and then a quote to back it up.. that's all you really need in a persona! ... J: Type here... ... ### After seeing our Country page (Rwanda), was there any data you would have like to have seen listed along with demographics, payment providers, etc? E: It's good to see all that data on countries, because if I'm a designer who has no idea of the context, it is so helpful to know what the cultural, societal, and technological norms. What is the main browser they use? All of these "normative" data points are really useful for assesing the tech landscape. What I would be interested in as an overall theme would be information that would give me some sort of insight into how people live on a day to day basis. Let's say if it's payments, "how do people pay for things?", "What sort of shops do they go to?", "Do they have card machines?", "Do they save in groups/lend each other money?" Anything you can't just find on Wikipedia! ... J: Type here... ### Was there anything essential that you thought was missing? E: It's sometimes good to get a feeling of what sort of interface they enjoy using, and what makes them feel familiar? This would be useful for UI designers... "which websites app/does this user holds as a gold standard". ... J: Type here... ... ### If you could have asked this persona (or another from your target demographic) 3 targeted questions, what would they be? E: Hard to know without designing a payments app... but if there was some sort of follow up service that would be amazing. If I could give you questions (when I know them), and you can ask on my behalf or give me the opportunity for a follow up session. ... J: Type here... ... ### Could you provide us with any feedback on the persona design/layout/visual + information hierachy? E: She seems to enjoy shorter, more concise info (normal persona design), and then goes into more detail after she's got a solid overview. ... J: Type here... ... ### Would you find open-source user persona repo useful for your financial product? E: If you didn't have a user research budget, particularly for on the ground activities, then yes definitely (if it's a financial product of course). ... J: Type here... ... ### Are there any areas you'd like to see researched more deeply/would be of use to you? E: What's the current situation and how can you imrove it? Find the frustrations and dig a bit deeper into it. Would be understand the concepts of digital payments/wallets? Is that a "norm" for them like Venmo or Monzo is for Westerners? What types of companies people trust in that area? Can I partner with them? What leads to that level of trust and *how can I leverage it.* Money spreads everywhere, so it doesn't necessarily mean the thing they trust has to be financial. It could be a food store, coffee shop... ... J: Type here... ... ### Do you think we're taking the right approach to user personas? E: Type here... We've moved away from personas and more towards archetypes. Sorting people by motivations, traits, and so on as opposed to developing a Persona feel (name, age, etc) ... J: Type here... ... ... ... # Querstions he had... #### 1 #### 2 #### 3 NOTES: Could we map user journey's to locate pain-points? We can then target the "why". You're actually designing Profiles, not Personas.. maybe bring that out more in the semantics because that's actually very different. ##### Thank you for your time :)