Personas: learn how to discover your audience, understand them, and pivot to address their needs
Advice from five federal experts on creating user personas.
Personas
News and Events on Personas
25 posts
The Data Briefing: How to Build a Chatbot in a Weekend
As chatbots have become more popular, some online sites will let you create a chatbot with little or no programming.
Shedding Light on Underserved Users through Research
How user interviews helped spotlight the needs of a previously forgotten group. We may not like to admit it, but, most web services or sites have users that (for whatever reason) just aren’t well understood—and in turn, not well served. Conducting user interviews and making sure you get good participation from those groups can help
Improving Customer Experience with Digital Personas
Keeping the customer’s needs front and center is important when developing new digital tools. We recently developed a set of user personas as part of our work to establish a more robust—and data informed—understanding of the individuals that engage digitally with the National Archives (NARA). User personas are fictional, but realistic representations of key audience
Voices of Veterans: Introducing Personas to Better Understand Our Customers
Understanding our Veterans and their unique needs and experiences is at the heart of creating a more Veteran-centered VA. By listening to their voices and the stories they share, we can design services and experiences that meet the needs of Veterans. Taking a step towards a deeper understanding of our Veterans, in the fall of
Government Product Managers Play a Key Role in UX
Government product managers sit at the intersection of three circles—business, design and technology. We play a key role in user experience (UX), because we are tasked with understanding users to build a product that is desirable and viable. This product could be a paper or online form, a website or a mobile app. Product management
National Customer Service Week Is Over, but Our Work Is Not!
Get your customer personas right, and you will improve the customer experience (CX) for the rest of your audience. That’s advice Rick Parrish from Forrester Research gave in response to an audience question during the September 29 DigitalGov University webinar on the state of CX in the federal government. Your key customers are those that are most important to the organization, and often most
Journey Mapping the Customer Experience: A USA.gov Case Study
Journey maps are a visual representation of a customer’s end to end journey with your product or service. They are a powerful tool for exploring key interactions and experiences with your organization, programs, and/or services. Journey maps describe a customer’s entire journey, even the parts that occur before and after contact with your organization. They
2015 Customer Service Trends: a Mid-Year Update
Earlier this year, we published 15 Government Customer Service Trends for 2015. We’re halfway through the year now—how are these trends holding up? 1. Centralized Customer Offices A few agencies have created centralized customer offices, while others question the need for a single organization that focuses on the customer. As the public’s overall satisfaction with
Getting to Know Your Users: Tips and Tricks from Veterans Affairs
Design research isn’t rocket science. But for many of us in the federal government, it can seem daunting and unfamiliar. We’re here to to help demystify the process of design research for those of you ready to wade into the waters. We’ve both done our fair share of design researching at the Department of Veterans
The Content Corner: Connecting With Customers at Labor
Here at DigitalGov, customer service is a focal theme during the month of May, and by some type of cosmic chance, I was invited to share my insights on content strategy and content creation at a Customer Service Community of Practice event at the Department of Labor. The event focused on topics I commonly discuss here
Government Services Through a Life Events Approach
The federal government is increasingly focused on designing and delivering citizen-centered services with enhanced experiences that deliver value to customers. These ideals are established in the Presidential Management Agenda Customer Service Cross-Agency Priority Goal, the Digital Government Strategy, and various open government activities. Designing services to be responsive to be life events that drive public
Customer Experience Roundup 2015
Customer experience touches all of the work we do. From Web to mobile to contact centers and social media, we need to not only be aware of our customers’ experiences but also respond quickly and make changes that will enhance their experiences.
USA.gov in Beta: Tell Us What You Think
Thirteen years in digital is an eon, and on the eve of its 13th birthday, we at USA.gov found ourselves reckoning with a mid-life crisis. In the thirteen years since Firstgov.gov was launched (and ten years for FirstGov en Español), the sheer volume and sophistication
Trends on Tuesday: The Total Market Approach
Your audience is not homogenous. No matter the agency, target audiences are not only diverse, they are diverse on a multitude of factors. Recently, evolving trends in multicultural marketing have gained attention as organizations adjust their marketing and outreach strategies to meet 21st century realities.
The Content Corner: Finding Your Voice
No, this is not another post about podcasting but about a different voice entirely. It is the words you use, the conversation that you are having with your users.
Using Personas to Better Understand Customers: USA.gov Case Study
Personas are fictional characters that describe an organization’s customer behaviors, emotions, attributes, motivations, and goals. They are an important tool to share customer insights and understanding across an organization. Personas also serve as a check to make sure your organization’s actions meet the needs of the majority of customers, including visitors to your website, contact
Persona Development Case Study: NCI and Spanish Language Outreach
Government websites need to address the needs of diverse audiences. Although translations are a first step towards engaging non-English speaking audiences, the intended audience may be alienated if information is not presented in a culturally relevant way. The
ForeignAssistance.gov’s Redesign: Using Agile Methodology to Keep Users in Mind
Content is one of the most important things about your site. After all, it is what keeps your users engaged and keeps them coming back to your site. Depending on the type of website your agency manages, you should always think of ways to best deliver your content to your end users. If the content
Institutionalizing User Experience: Building Usability into Your Organization
So, you have some systems or tools your customers or employees access. Maybe you want to put together a robust capability to conduct usability testing. How do you start formalizing user experience (UX) into your organization? Brad Ludlow at GSA tossed this topic out on the User Experience community listserv, and I’ve encapsulated the superb discussion that
