Persona: users, consumers, customers, clients and humans!

In any order you see it, the common element in the categories of users, consumers, clients and customers are the stories we hear from each of these people and these are of value. Each one has a context and each serves a different purpose and has a story. Woven together for value- the stories serve a market.

The contexts of these users bring together the larger value in today’s world of marketing and micro moments. Increasingly, it is the context that connects the short moments of demand in the economy. Connecting the service or the product to the consumer in a short span of time is the great benefit of “Personas”.Continue reading “Persona: users, consumers, customers, clients and humans!”

Affordable housing calculator: expert input and community engagement

Subject Matter Expert input and team engagement: Bringing the affordable housing technology leads, coordinators, stakeholders and municipal liaisons to communicate and enable better product design was the goal for this effort.

Research Methods: Interviews, heuristic review of current affordable housing websites, community discussion, developers’ feedback.

Communication for a team of people with disparate backgrounds is a challenge when you have to code and build something together that serves a third party- here the public at large. The key stakeholders are the public, the users who need the technology to better their lives. This disparate team sometimes speaks different languages and has different perspectives. But in order to innovate successfully, this team needs to talk to each other and communicate well. Continue reading “Affordable housing calculator: expert input and community engagement”

Ethnographic interviews: consumer negotiations

This research was conducted as a part of the PhD thesis (abstract) on the Urban Indian middle class in India that has undergone tremendous changes in their lives due to the simple fact of increased income levels and thereby increases in disposable incomes. One way to look at this change would be to look at economic data and another one is to look at it from a qualitative standpoint and see what is happening in people’s lives. People make negotiations on an everyday basis with this new disposable income as they utilize it in a market place. I looked at how a citizen focused middle class slowly took on the shape of a consumer focused middle class; how a family driven by limited incomes in one lifetime, moves into a consumption focus with their children’s lives and the process of this negotiation.

Ethnographic interviews utilized for this purpose brought in interesting concepts that weave through the process of negotiations and bring in some interesting insights using consumption theory. The research methods used were interviews based on a uniform question bank that was utilized throughout the research process. The question bank was created based on the north-American consumption theory, on National Sample Survey data of India and the observable changes in the social milieu at the time.

The research was conducted as part of the doctoral thesis with 150+ interviews audio recorded, transcribed and coded for analysis based on theory.

Picture Courtesy: The Hindu

Tool muse usability testing

Usability Testing for Tool Muse
Research Methods used: Usability Testing, graphic analysis of icons brand images 
used. Analyze language use, relatability, efficacy to the target demographic.
This involved heuristic evaluation of the website, increasing branding techniques
to apply visibility, creating consistency in typography, enhance visibility. 

Research outcome: This process lead to refining of the digital experience for 
Tool Muse customers. 
The company had issues related to low client engagement due to it's design issues. 
Jargon change to fit real world language helped with refining the message of TM.
I created a path to refine the digital experience for the clients.
 
If you would like to explore the options to get this testing done please leave
a comment and I will get in touch with you.