User stories and persona research
One of the first mistakes people make when creating web content is forgetting who we are writing for.
User stories and persona research ensures our content is always focused on the people you want to reach and help: the end user.
User stories
A user story is a simple statement that helps to define an end user and their end goal. Several user stories could be applied to a website, a section, or a page.
By considering your potential users and their particular goals, you will be identifying the needs of your users as priority. This will inform the top tasks and actions in your content design – ultimately improving the engagement, efficiency and performance of your web content.
Example user stories
As a: prospective taught student
I want to: find out what courses the University of Leeds offers
So that: I can decide if I want to apply to study there
As a: prospective taught student
I want to: find out the entry requirements for my chosen course at the University of Leeds
So that: I know if I am qualified to apply for the course
As a: prospective student
I want to: find out what student life is like at the University of Leeds
So that: I can decide if I want to apply to study there
As a: prospective student
I want to: find out if scholarships/funding is available
So that: I can find out how apply for financial support
As a: prospective research student
I want to: find a supervisor who specialises in my research area
So that: I can apply for a research degree at Leeds
As a: prospective international student
I want to: find out if my qualification from my country will be accepted for my chosen course
So that: I can apply to study at the University of Leeds
As a: student
I want to: find out what Leeds is like as a city
So that: I can decide if I want to live there
As a: prospective staff member
I want to: see what jobs are available at the University of Leeds
So that: I can apply to work there
As an: academic
I want to: see my academic profile
So that: I can check it is up to date and share it with others
As a: parent/carer/guardian
I want to: understand more about the application process and studying at the University of Leeds
So that: I can support my child/someone I care for with applying/going to university
As a: teacher/school advisor
I want to: find out what courses the University of Leeds offers and their entry requirements
So that: I can advise my students on applying to study at the University of Leeds
As a: teacher/school advisor
I want to: find out how the application process differs at the University of Leeds for students from backgrounds that are ‘under-represented’ in Higher Education
So that: I can advise relevant students on applying to study at the University of Leeds
As a: journalist
I want to: find details for the press office
So that: I can get a statement from the University/book an expert for my news programme/request an interview subject.
Persona research
A human being is going to engage with your content. That's why it's important to ensure your content is relevant, sympathetic to their motivations, and empathetic to their potential frustrations.
A user persona is a profile of a typical person you expect to interact with your content. A bank of several personas can be generated through market research, focus groups, website analytics, and by talking to existing users.
User personas will highlight the general goals your users have, their challenges, and key demographics that influence their decision making, such as place of birth, age, education, occupation or salary.
This helps you to think from a user’s perspective and create content that efficiently serves the needs and expectations of your audience: offering the user what they need (not what you or colleagues assume they want) in a relatable and supportive way.
Example persona research
Persona type: Prospective undergraduate, United Kingdom
Name: Beth
Age: 17
Location: West Yorkshire
Technical comfort: Intermediate
Device usage: Samsung smartphone
Profile
Beth is a Year 12 Maths student, unsure whether to go to university or take up an apprenticeship. She is predicted to get AAB A level grades, but would be the first person in her family to go into higher education.
Her school is supported by Leeds’ Educational Engagement team and she has a university student mentor. She has attended a UCAS fair and has started to gather information to help her make a decision.
She is both excited by, and slightly apprehensive about, the prospect of university life. She likes the prospect of living independently but would prefer not to be too far from home. Her family is worried about debt, and Beth wonders about her job prospects beyond graduation.
Goals
- Get all the information needed to make the right decision for her
- Keep student debt to a minimum.
Influencers
- Teachers
- Mentor
- Parent
- Peers and social media contacts.
Concerns and frustrations
- Concerned about the level of work involved in university study
- Concerned university may be elitist
- Worried about finances and funding
- Finds the application process overwhelming and complicated.