1. Knowledge Network Group Understanding User Requirements for the Enterprise Information Portal InfoToday 2002 May 14, 2002 Mary Lee Kennedy Microsoft Corporation

2. Knowledge Network Group Problem Statement What would it take to provide Microsoft employees with a sense of community in a web space targeted at the entire corporation?

3. Knowledge Network Group MSWeb’s Mission Engage employees with Microsoft’s organization and community by providing a primary online vehicle for communications, communities and enterprise information.

4. Knowledge Network Group Enterprise Information Portal Evolution Web-site Access Industry Information Events LOB Information Architecture Microsoft Community “Anywhere On any Device” FY1996FY1999FY2000FY2001

5. Knowledge Network Group Two Business Drivers in FY01 Productivity – contribute to the development of the high performance employee Retention – contribute to employees intent to stay

6. Knowledge Network Group Success Increased customer “engagement” Editorial direction and features set to meet persona criteria for building community, communicating our culture and business direction. Compelling user experience

7. Knowledge Network Group Introducing Personas A concrete representation of a product’s target users An amalgam of real users based on detailed customer data

8. Knowledge Network Group Why Use Personas? Proven success Focuses end-result on the customer Improves communication within the product development team Narrows the target by aiming for the specific rather than the average Provides a solid basis for decisions regarding features, communication strategy and implementation

9. Knowledge Network Group Steps in Creating Personas StepDeliverable Data gathering Review of all information sources that will be used to inform the data analysis. Requires relevance rating. Data analysis Clustering, gaps analysis, and mapping of key findings. Exposes “anchors” for segmentation. Audience segmentation Definition of each audience and development of foundation documentation. Feature set is established and prioritized with persona review. Validation Priorities are validated with representative sample of personas.

10. Knowledge Network Group Archetypes Foundation is anecdotes, values, beliefs, rules Represent the extreme forms (superhero, alter ego) of the values, beliefs, and rules Used in editorial strategy as content, and as guides in how content is delivered

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12. Archetype Example

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14. Ongoing Impact Influences editorial strategy Influences communications strategy Process to be applied at in other projects. Update as business drivers change

15. Knowledge Network Group Contact Information marylken@microsoft.com