Design with confidence using Statistical Personas
Date:
Wednesday, April 2, 2025 - 18:30 to Wednesday, April 9, 2025 - 20:30
Statistical personas? Why are these important?
Statistical personas turn user data into actionable strategies, helping product teams optimize conversion, boost retention, and drive revenue with precision.
Creating statistical personas ensures user representations are grounded in quantifiable elements, making them more accurate and actionable than traditional qualitative personas. While qualitative personas can reflect biases or assumptions, statistical personas use data-driven techniques like cluster analysis to identify distinct user groups based on measurable behaviors and preferences. This approach provides a reliable foundation for evidence-based decisions and creates user-centered designs that better align with actual needs, driving improved experiences and business success.
Join us for an interactive, hands-on workshop where you’ll learn how to create actionable, data-driven personas based on real user data. Spread across two engaging 2-hour sessions, this workshop will provide you with practical skills and knowledge that you can start applying the very next day to enhance your user research and design process.
In this workshop you will learn
1. Create Data-Driven Personas: Learn to build statistical personas using quantifiable user data for more accurate and actionable insights.
2. Leverage Segmentation & Cluster Analysis: Identify key segmentation variables and use cluster analysis to define distinct user groups.
3. Avoid Persona Pitfalls: Understand why traditional personas fail and how a data-driven approach eliminates biases and assumptions.
4. Translate Data into Actionable Insights: Interpret clustering results and develop personas that drive UX and business decisions.
5. Optimize Conversion & Retention: Use statistical personas to refine user journeys, boost engagement, and improve product outcomes.
Who will benefit
- Product managers,
- Chief Innovation Officers,
- UX directors,
- UX researchers and UX designers,
- + anyone looking to enhance their data-informed design process.
Agenda
Training Session no1 (April 2, 18.30 - 20.30 EEST):
Introduction to Statistical Personas: Overview of their role and how they enhance user understanding.
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Personas vs Statistical Personas. An overview of their value and how they enhance user understanding.
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Why Personas Fail: Addressing pitfalls like assumptions, stereotypes, and lack of validation, and how a data-driven approach ensures success.
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Segmentation Variables: Identifying the right variables for meaningful segmentation.
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Data Collection: Structuring and gathering reliable data.
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Cluster Analysis: Performing live analysis in SPSS to identify user groups.
Training Session no2 (April 9, 18.30 - 20.30 EEST):
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Interpretation of Results: Making sense of clusters and defining user groups.
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Determining key variables that differentiate segments: involves identifying characteristics like demographics or behaviors that distinguish user groups and validate their uniqueness.
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Persona Development: Transforming data insights into actionable personas.
Trainer
Associate
Associate
Vasileios Kalyvis
Social Scientist | UX Researcher
Vasilis is a seasoned mixed-method UX researcher with extensive experience working with international companies across the US, Malta, and beyond, delivering impactful insights that shape digital products. His expertise spans quantitative and qualitative methodologies, and he has great experience in product discovery and user segmentation. Vasilis has led research initiatives for well-known brands, optimizing experiences across industries such as resume-building platforms, online gaming, and retail among others.
Fees Include
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2 interactive learning sessions (4 hours in total)
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Training materials/slide deck
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Certification of attendance
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1 extra Q & A hour with the instructor
