Audio Personas
Today, content is never consumed in just one format. Why should a persona be?
Well, to actually get used and make the most impact, it shouldn’t.
To do this, we built personas in two formats: Visual and Auditory
Visual
What:
48 Quantitative personas detailing all major roles that interact with the SaaS platform (Clients, End-Users, Partners, etc.).
Dynamic elements meant to enable Sales, Client Experience, Product, Engineering, and more.
Tags identifying how the company is meeting particular persona needs.
Background sliders on each pain point to convey severity.
Hand-written signatures and headshots overlapping borders on the page for an experience reminiscent of a diary.
Why:
To enable Sales, Client Experience, Product, and Engineering in being customer centric.
How:
Screener Questions: Targeted subject matter expertise to inform the personas by building in-depth multiple choice questions with the help of cross-functional stakeholders.
Data Collection: Surveys built in Google Forms were sent to company clients and UserTesting.com participants.
Analysis: Affinity mapping of survey responses to inform categories such as, Primary Goals, Responsibilities, Pain Points, Important Software Features, and Banking/Job Needs.
Evangelism: Stakeholders across the company regularly use Google Slides and Confluence, thus, the repository of personas was laid out in Confluence by company vertical and linked to a Google Slides deck with all of the personas organized into Clients, End-Users, and Partners.
Auditory
What:
AI Voiceover for each of the 48 Quantitative personas.
Sound-scaping behind the voiceover brings the persona to life like cinematography for a movie.
Why:
Podcasts and videos are the vast majority of how content is consumed on the internet. By incorporating audio into our personas, it naturally increases their impact and usage across the organization.
How:
Scripting: Upon reading all of the responses and analysis for each persona, two paragraphs detailing that persona’s excitements, worries, meaningful moments, and daily frustrations were written.
Recording: AI generated voice overs were used to give unique tone and timber to each persona and minimize the expense of creating audio files.
Playing: Each persona lives on a single slide with a speech bubble saying “Let me tell you about myself!” that, when clicked, plays that personas voiceover.
