Tag Archives: Aspirational Persona

Oh what a year – Thank you 2014!

thankYou2014!

This was a year with many faces and to summarize these 12 months in one sentence would be something like this: a Year of Empathy, Collaboration, Music Thinking and Brand Development from a Service Design point of view.

For the fashion brand Olsen in Hamburg (Germany) I developed and designed the reality persona’s, based on research in Canada and Germany. We also worked with my brand strategy framework The Company Real Score to map the most essential brand assets as input for the brand deck.

The Übersee-Museum in Bremen (Germany) asked me to do a persona workshop with information on a one year visitors research to make strategic decisions.

Together with Design Thinkers Academy I developed a one day course of Service Design Thinking Fundamentals, a crash course with the basic instruments like stakeholder mapping, value network mapping, persona and customer journey. The next course will be in march 2015.

A sonic branding project: Massive Music in Amsterdam (Netherlands) asked me to help the team with my expertise in musicology and brand strategy. A nice combination of skills.

But there were more music and brand related activities: this year I started in Nijmegen (Netherlands) with a 20×20 (pecha kucha) presentation about Music Thinking and the platform MusicThinking.com, followed by a presentation in Cologne (Germany) about the same subject.
Together with Lutz Hempel from ICG, I did a short Music Thinking exercise during the ICG Change Management Seminar in Düsseldorf (Germany) and a full Music Thinking / Jazz it! workshop presentation in Copenhagen (Denmark) during the Art of Management in Organization conference.

For Bovemij I did the keynote presentation on their connect event in Utrecht. I showed the development of the last 30 years in the music business and how this connects with the challenges of the world we are living in today. The event was organized by my network partner Gerard Scheenstra of Innovatie Vitamine.

With my friend and network partner from the Witten School of Management Stefan Günther I did a workshop based on agile project management for Heraeus in Hanau (Germany); we also advised the board in taking steps towards a scrum framework. For Simon Weber and Friends, Berlin (Germany) I facilitated the alumni meeting with 150 people in Berlin with 10 iPads for the workshop presentations and created the Systemiker-Map  to visualize the region they work and their expertise.

The Efteling – the Dutch love brand number one – asked me to help them translate their massive research activities in a decision making instrument for a better way of collaboration between marketing and design. We worked with reality personas based on a big amount of research data and also worked with the design team on aspirational personas to strengthen the brand perspective in daily decisions. I did the design of the reality personas and all workshops and work sessions with the creative team and strategic marketing.

For De Rechtspraak in Utrecht (the Dutch Judiciary / Council for the Judiciary) I worked as UX Lead on a quality and innovation project about digital accessibility with a user-centered design approach to let different parties work together in building a user interface with a great user experience. Here are some steps we took: defining ux principles, persona development, customer journey mapping, facilitating creatives and management, usability testing.

Thanks a lot to everyone who made this year a fantastic and pleasurable time. I enjoyed to work with you together and I am looking forward to a very nice next encounter.

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Thank you 2013

Last year I had the pleasure to work on interesting projects with nice people.

Thank you all for working together and the nice time we spent. Curious what 2014 will bring.

The link between music taste and personality

To learn from music is one of the aspects of Music Thinking. Here are some learnings that could be used as input for some methods I am using for Brand development and Service Design like Persona Creation, or working with The Company Real Score. So with your next persona creation or service design project you maybe would like to ask your audience what kind (or maybe a combination) of music they prefer. This could help to understand your target group better.

Knowing whether a person prefers John Coltrane to Madonna, Dolly Parton to DJ Avicii, or Wagner to Prince allows for remarkably accurate personality predictions. 
Music Genre and Personality

Explore more infographics like this one on the web's largest information design community - Visually.

According to a study with 36.000 participants all over the world (conducted by Professor Adrin North of Heriot -Watt University, Edinburgh) there is a clear correlation between the musical taste of a person and their personality.

People could make accurate judgments about an individual’s levels of extraversion, creativity and open-mindedness after listening to ten of their favorite songs. Extraverts tend to seek out songs with heavy bass lines, while those who enjoy more complex styles such as jazz and classical music tend to be more creative and have higher IQ-scores.

Blues fans
have high self-esteem, are creative, outgoing, gentle, and at ease

Jazz fans
have high self-esteem, are creative, outgoing, and at ease

Classical music fans
have high self-esteem, are creative, introverts, and at ease

Rap fans
have high self-esteem and are outgoing

Opera fans
have high self-esteem, are creative, and gentle

Country and western fans
are hardworking and outgoing

Reggae fans
have high self-esteem, are creative, not hardworking, outgoing, gentle, and at ease

Dance fans
are creative and outgoing but not gentle

Indie fans
have low self-esteem, are creative, not hard working, and not gentle

Bollywood fans
are creative and outgoing

Rock/heavy metal fans
have low self-esteem, are creative, not hard-working, not outgoing, gentle, and at ease

Chart pop fans
have high self-esteem, are hardworking, outgoing, and gentle, but are not creative and not at ease

Soul fans
have high self-esteem, are creative, outgoing, gentle, and at ease

 

References
North, A. C. and Hargreaves, D. J. (2008). The social and applied psychology of music. Oxford: Oxford University Press.
Collingwood, J. (2008). Preferred Music Style Is Tied to Personality. Psych Central. Retrieved from http://psychcentral.com/lib/2008/preferred-music-style-is-tied-to-personality/
North, A. C., Desborough, L., and Skarstein, L. (2005). Musical preference, deviance, and attitudes towards celebrities. Personality and Individual Differences, 38, 1903-1914. 

 

More of this:
see the comments or go to www.musicthinking.com

 

The Persona Core Poster – a service design tool

Since years I am working with personas from aspirational to reality. Most of the time I am following the same basic questions and approach while developing the personas.

Finally I found time to design a poster that you can use in workshops and I hope you like it. I post the A3 template here as a PDF under the creative commons licence, this means you can print it, use it and even change it, just name the source. Tip: start with behaviour and end with the quote!

If you like it drop me a note and share it with your friends or client. On a regular base I am also conducting workshops in the Netherlands or Germany.

More information on Data Storytelling with Personas workshop:

More posts on persona thinking:
Personas and female mindstyles
Persona Experience in the Museum – Playing with your Expectations
Persona Experience in the Museum – Playing with your Expectations