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<aside> 🥅 Goals
Table of Contents
To make the best use of this page, consider expanding the “Learn More about User X Here”. The “Average Digital Product Uses” will inform you if they are relevant to your company. For further understanding of the following users, see LGBTQ+ Language 101
<aside> 📊 Research: The following personas were created out of internal research done by authors of this playbook through an hour long semi-structured interview. Questions were about technology habits, memorable experiences with user account creation, and feelings on inclusive digital products. Various activities such as card sorting were also used to explore users’ feelings about their data privacy and levels of comfortability. See About The Research for more information on where this user data came from.
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User Persona 9-5’s Pain & Pleasure Points. Quote that says “It’s either you are cis or something else”
Full Time Worker & Community Engagement
User 9-5 works hybrid full time utilizing their Masters’ degree in a metropolitan city. On average, outside of being on a screen for the 8 hour work day, User 9-5 personally engages with their smartphone for an additional 30 min-4 hours every day for personal entertainment and connection with their community. They are generally skeptical about data collection motives when prompted to create user accounts across all different types of platforms.
Hobbies & Productivity Oriented
Student User is a full time student with additional jobs. On average, they spend about 12 hours a day using digital technologies for work, study, and hobby related purposes. This user believes that their experiences on digital products are made through & by their interactions with other users. They are concerned about their data privacy and how it might be used to track their identities offline.
User Persona Student’s Pain & Pleasure Points. Quote that says “It doesn’t really make sense why they would need to know what my gender is”
User Persona Creator’s Pain & Pleasure Points. Quote that says “There’s just constant breaches”
Work, Self-Improvement, and Connectedness
Content Creator User is a fairly remote person using technologies for their digital career. On average, they spend at least 7 hours every day using digital products for work, hobbies, and connecting with friends and family. As an avid user, they have “app” versions of most things to facilitate reading, learning, interacting, and more. This user has concerns about apps interacting with them rather than they themselves interacting with the app.
Digital Minimalism and Independence
Out of Necessity User might be considered an edge case—someone who only uses technology about 3 hours a week. Yet, despite the lack of engagement with digital products, this user still has various thoughts and experiences that speak to issues that might arise in your digital product. Concerned about ubiquity of technology, Out of Necessity User primarily utilizes community provided technologies and tools to access necessary forms and professionals.
User Persona Necessity’s Pain & Pleasure Points. Quote that says “Being boxed into one place feels hard for me sometimes”
User Persona Impact’s Pain & Pleasure Points. Quote that says “you need to include trans people, period”
Personal & Professional
This Representation Oriented User uses technologies for more than 8 hours a day on average. Their typical use cases include exploring professional careers, thought organizing tools, connecting with their communities, and every day errands such as banking and cooking. As a widespread consumer of different digital technologies, this User is concerned about the genuine investment that companies and organizations have in the LGBTQ+ community.
Overall, the users we interviewed care most about the following issues: wanting genuine & impactful support for their LGBTQ+ community that extends outside of the US Pride Month (June). It is important to emphasize that your digital product inclusion of their community mustn’t present as solely rooted in creating capital otherwise, users will be able to recognize the performativity which in turn, becomes a large pain point.
Here we also emphasize their concerns about privacy, data security, the options to opt out or be anonymous, and data transparency of the digital products they use.
Use the activity below to learn about our findings on what LGBTQ+ Users prefer in regard to data privacy. Based off of what you have learned from the User Personas above, what might users prefer from data point to data point? Hover over the card to interact and flip.
https://www.figma.com/embed?embed_host=share&url=https%3A%2F%2Fwww.figma.com%2Fproto%2FhjVnI6Fa9SO1PpZ6lKrSsJ%2FUser-Data-Points---Automatic-Private-vs-Public%3Fpage-id%3D0%253A1%26node-id%3D1-32%26viewport%3D-206%252C310%252C0.55%26scaling%3Dcontain
<aside> đź’ Mindfulness: Why might your users prefer public vs private? Who are they interacting with, and do they trust your platform with their data?
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