4

WEEK
FOUR
● Understanding Interactive Media Users and Their Habits
● Developing Interactive Media User Consumer Flows

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INTERACTIVE MEDIA
MMA 113P, Week 4

2
 MODULE 2.0
1. WEEK 4
○ Understanding Interactive Media Users and Their Habits
○ Developing Interactive Media User Consumer Flows
○ Activity #2

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UNDERSTANDING INTERACTIVE MEDIA USERS
AND THEIR HABITS 4
 USER INSIGHT
& PROFILING
Target Audience

Personas

Journeys

Insights

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 USER INSIGHT & PROFILING
● understanding the users’ exact wants, needs, and desires based on
quantitative and qualitative data

● interpretation of user data, behaviors and feedback into conclusions that can
be used to create and improve I.M.

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 USER INSIGHT
& PROFILING
Identify the Target Audience
groups of
people you are Personas
going to
develop your
interactive Journeys
media for.
Insights

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 USER INSIGHT
& PROFILING
Segment your Target Audience
target audience
based on Personas
defined
parameters that
highlights Journeys
common trends
among users. Insights

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 USER INSIGHT
& PROFILING
Target Audience

Each persona has a

Personas distinct journey right
from the installation
Journeys of the app, up until
the end of the usage
process.
Insights

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 CUSTOMER INSIGHT
& PROFILING
Target Audience Each user has an
unmet need or a
Personas latent reason for
their usage of the
app. This is where
Journeys feedback is
converted into
Insights insight.

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 DIGITAL
LIFESTYLES
INFLUENCERS NETWORKERS

COMMUNICATORS ASPIRERS

KNOWLEDGE SEEKERS FUNCTIONALS

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 INFLUENCERS
● “The internet is an integral part of my life.”
● “I’m young, a big mobile user, access the web all the time, blog about life,
and a passionate social networker.”
● “I want to make sure as many people as possible hear my online voice.”

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 COMMUNICATORS
● “I love talking and expressing about myself.”
● “I express myself in the online world in a way that I can’t explain myself in the
offline one.”
● “I communicate with workmates, family, friends, et. al online.”

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 KNOWLEDGE SEEKERS
● “I use the internet to gain knowledge and information.”
● “I’m not a big user of social media networks, but I do want to hear from
like-minded people.”
● “I’m very interested in the latest thing.”

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 NETWORKERS
● “The internet is important for me to establish and maintain relationships.”
● “I have a busy life, so I use social media networks to keep in touch with
people I wouldn't have time for otherwise.”
● “I’m not the type to voice my opinion online.”

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 ASPIRERS
● “I’m looking to create a personal space online.”
● “I’m very new to the internet and I’m accessing mostly from mobile.”
● “I’m not doing a great deal online at the moment, but I’m desperate to do
more of everything.”

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 FUNCTIONALS
● “The internet is a functional tool.”
● “I don’t want to express myself online, and I’m not interested in running my
social life online.”
● “I’m older and have been using the internet for a longer time.”

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 CREATING YOUR
USER PROFILE

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 CREATING YOUR
USER PROFILE
DEMOGRAPHICS PSYCHOGRAPHICS

Age, gender, race, marital status, Personality traits, interests,

ethnicity, income bracket, values, attitude, lifestyle
educational attainment

USER BEHAVIOUR TECHNOGRAPHICS

Motivation for using interactive Social media channels used,

media, how they research about automated software used, type of
the media, loyalty to other media internet connection used
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 CREATING YOUR
USER PERSONA

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 USER PERSONA
● A fictional representation of a user
segment created in order to guide
marketers into crafting very specific
interactive media development
goals.

● This persona is used to identify

strategies or tactics that will enable
users to to take advantage of your
media.

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 USER PERSONA, “23 - 30 years old”
● Name: Mia Ramirez
● Age: 25 years old
● Occupation: Digital Content Producer for an online publication.
She also does freelancing as an online writer via Reddit
● Residency: She lives in a condominium in BGC with her two cats
● Family Background: She’s an only child of a single mom. Her
mom is a college professor who also works as a pre-kindergarten
tutor for basic subjects.
● Hobbies:
○ Taking her dog for a walk that doubles as a workout
○ Reading young adult books
○ Making playlists for her house errands and workout
sessions
● Source of Budget: She earns 40,000.00 as a digital content
producer and a maximum of 5,000.00 php for the freelance work
she does.

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DEVELOPING INTERACTIVE MEDIA USER
CONSUMER FLOWS 23
 INTERACTIVE MEDIA DEVELOPMENT
PROCESS
STRATEGY ANALYSIS/PLANNING

Define strategic goals for evolving Identify user requirements, define

your ideas into successful and structure, and prepare gantt chart
tangible media

UI/UX DESIGN APP DEVELOPMENT & TESTING

Create seamless user Construct the app, and conduct
experience/design with a polished several user attempt tests
design

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 INTERACTIVE MEDIA DEVELOPMENT
PROCESS
STRATEGY

Define strategic goals for evolving

your ideas into successful and
tangible media

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 INTERACTIVE MEDIA DEVELOPMENT
PROCESS
STRATEGY ● Identify the i.m. users
● Research the competition
Define strategic goals for evolving
● Establish the media’s goals and
your ideas into successful and
objectives
tangible media
● Select a final product platform for
your interactive media

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 INTERACTIVE MEDIA DEVELOPMENT
PROCESS
ANALYSIS/PLANNING

Identify user requirements, define

structure, and prepare gantt chart

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 INTERACTIVE MEDIA DEVELOPMENT
PROCESS
● Define functionalities and use cases ANALYSIS/PLANNING
● Preparing the timeline/gantt chart
Identify user requirements, define
● Choosing your name for your
structure, and prepare gantt chart
interactive media
● Choosing your development
platform

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 INTERACTIVE MEDIA DEVELOPMENT
PROCESS

UI/UX DESIGN

Create seamless user

experience/design with a polished
design

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 INTERACTIVE MEDIA DEVELOPMENT
PROCESS

● Thumbnail
UI/UX DESIGN ● Blockframe
● Wireframe
Create seamless user
experience/design with a polished ● Interface
design ● Prototype

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 INTERACTIVE MEDIA DEVELOPMENT
PROCESS

APP DEVELOPMENT & TESTING

Construct the app, and conduct

several user attempt tests

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 INTERACTIVE MEDIA DEVELOPMENT
PROCESS

● Back-end server technology APP DEVELOPMENT & TESTING

● API
Construct the app, and conduct
● User front-end
several user attempt tests
● Quality assurance testing

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 USER FLOW

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 USER FLOW

a visual representation, either written out or made digitally, of the many avenues that can be
taken when using an app or website.

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 USER FLOW
the flowchart begins with the
consumer’s entry point on the
product, like an onboarding
screen or homepage, and ends
with the final action or
outcome, like purchasing a
product

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 TYPES OF USER FLOW: TASK FLOW
focus on how users travel through the platform while performing a specific task.
They generally show only one path and don’t include multiple branches or pathways
like a traditional user flow might.

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 TYPES OF USER FLOW: WIRE FLOW
a combination of wireframes and flowcharts. They utilize the layout of individual
screens as elements within the diagram. Wireframes on their own help convey the
layout and design on each individual page

NOTE: Wireframes are conceptual

layouts, also referred to as low-fidelity
mockups—they give visual structure to
your app’s functional requirements.

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 TYPES OF USER FLOW: USER FLOW
User flows focus on the way your target audience will interact with the product. They
emphasize that all users might not perform tasks the same and may travel in
different paths.

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 WHERE DO USER FLOWS
FIT INTO THE DEV.
PROCESS?

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 INTERACTIVE MEDIA DEVELOPMENT
PROCESS

UI/UX DESIGN

Create seamless user

experience/design with a polished
design

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PRELIMS 42
 PRELIMS
● Create the user profile for your app/interactive media, by following this format:

USER
BEHAVIOUR

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 PRELIMS
● Based on your user profile, craft the persona’s a day-in-a-life.
Here’s a sample:
● 6:00am - Justine wakes up to the sound of her phone alarm clock prompting to get
ready for gym. She checks on her Facebook notifications and replies to tags &
messages.
● 7:00am - Justine goes down to the condo’s 8th floor for gym. She plays Spotify to get
her pumped up for her workout
● 8:00 am - Justine goes back up to her unit to prepare breakfast. She opens her laptop
and visits Tasty’s Youtube account to watch a short clip on 5 easy keto breakfast
recipes.
● 8:30am - she goes to the shower and dresses up for work
● 9:00am - Justine gets her iPhone & books a car via Grab going to Powerplant Mall for
her booth manning duty for Rockwell.
● 12:00nn - Justine opens her Zomato app to check which restaurants nearby offer a
discount (Zomato Gold). She opens her Netflix to continue watching Riverdale
● 3:00 pm - Her best friend Zoe sends her a message in Facebook asking her if she wants
to go for a night out later with college friends
● 7:00 pm - Justine books a Grab car to go to Poblacion to meet her friends for social
drinking. After a quick catch up and ordering drinks, they talk about their favorite
Netflix series, Riverdale, Stranger Things & Sabrina. They also planned to go on an out
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 PRELIMS
● Please follow this format:
○ Slide 1, Title Slide, with the name and number of the activity, your name, and
section
○ Slide 2, App Details, Initial Idea on what your interactive media does
○ Slide 3, User Profile, based on the format shown earlier
○ Slide 4, User Persona’s A-Day-In-A-Life, based on the format shown earlier
○ Slide 5, more pictures of your persona’s lifestyle
● You can be as creative as you can with this activity. Please use the appropriate fonts and
color schemes as you see fit.
● You will be graded based on these criteria of 100 points:
○ Creativity - 25 points
○ Layout - 25 points
○ Content - 25 points
○ Relevance - 25 points

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BMMA 113P
46