Getting to our Social Media TV User Map (Video)

With data and narratives from our Social TV Experiment, contextual interviews in hand, User Insight’s user experience strategists were tasked with constructing an infographic to visually highlight the user profiles and to demonstrate how each one relates to each other.  UX strategist, Dale Kim, reflects on the process.

Coming up with an infographic that captures the three important variables that need to be represented (enthusiasm for TV, social media usage and technology usage) was not a small task.  It is quite difficult to find relationships between these variables and their open-ended data.  My colleague, Corey Shulman, and I drew upon our industrial design backgrounds by sketching out how we interpreted the data and the relationship between each user profile.  The sketches included cones, pyramids and triangles.  These liner constructions were representative of enthusiasm for TV and social media usage, but were not accurately reflecting technology usage.  To test a concept, we would attempt to plot each user. If a user could not be plotted in one distinct location, we knew that the infographic wouldn’t work. After testing several sketches (you can view most of them in this video – click here to view), we landed upon the map that we’re releasing next Friday.


This infographic is close to what we will release next week, but it isn’t quite there.  The primary issue with this graphic is the representation of two user types (2 and 3) and another two (4 and 5) in the same “box” or region. While there are some similarities between the boxed user types, they are not the same.  There is no evidence that user type 2 will shift behaviors and become a type 3 user.  For this reason, each user type needs it’s own region.

With all of our drafts, we had to take a few steps back and look at the data from multiple angles to accurately depict the user types and how they relate.  In the end, patience, perseverance and lots and lots of drawing and thinking will lead you down a path towards a successful visual representation of your data.



Thanks for stopping by! Leave us a comment if you have questions or want additional information.  For additional details on personas, check out our persona article in UX Magazine!