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As a user, I want to...If you've written requirements as stories, you are probably very familiar with this phrase, but who exactly is the user we are talking about? Very often we resort to generic role titles. You've likely found that many conversations still revolve around, "I think we should" rather than about what your target users would need./nIn the absence of having real users give feedback on a regular basis, we often resort to abstractions such as market segments, but it is very difficult to make detailed design decisions based on broad segments./nPersonas solve this problem by creating a realistic profile that represents a segment. In this presentation, I'll outline what personas are, why they are useful, and how to create them./nBy the end, you will have techniques you can use immediately to create assumptive personas and start focusing your team.

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who is the user in your stories

Who is the user in your stories?

Jeremy Kriegel

UX Manager, CIDC

slide7

I think…

I think…

I think…

I think…

I think…

I think…

I think…

I think…

I think…

I think…

and that’s final

I think…

I think…

I think…

I think…

I think…

there s zero correlation between being the best talker and having the best ideas

There's zero correlation between being the best talker and having the best ideas.

- Susan Cain

Author, Quiet

ask them
Ask them!

Engage

*

demographics
Demographics
  • Male
  • 35-44
  • Married with 1.8 kids
  • $75K-90K
  • College graduates
  • 86% Caucasian
  • Born in the USA
firmographics
Firmographics
  • Automotive engineer
  • 15 years experience
  • Specializes in aerodynamics
psychographics
Psychographics
  • Ambitious, self-reliant, competitive
  • Value hard work, recognition
  • Running, gym, movies
  • 56% liberal, 40% conservative
behavioral
Behavioral
  • Regular users
  • Avg use of 6.3x/week
  • Accounts with 2-3 competitors
  • Activity increases around back-to-school
segment
Segment

Persona

slide21

Innovation comes… from saying no to 1,000 things to make sure we don’t get on the wrong track or try to do too much. We’re always thinking about new markets we could enter, but it’s only by saying no that you can concentrate on the things that are really important.

-Steve Jobs

http://www.businessweek.com/bwdaily/dnflash/oct2004/nf20041012_4018_PG2_db083.htm

ideally combine
Ideally Combine
  • Validate qualitative with quantitative
  • Flesh out quantitative with qualitative
what differentiates
What differentiates?
  • Goals
  • Demographics
  • Activities
  • Behaviors
  • Other?
tell their story
Tell their story
  • Use the data
  • Make them believable
  • Rounded, but not distracting
slide32

Persona Priority

Name & Picture

Summary & Quote

Story

Demographics

User Goals Summary

Business Goals Summary

slide33

lousuSi – BXOS !nteractive!

http://www.behance.net/gallery/Monster-Persona-Cards/1208889

slide35

What we

don’t know

What we know

slide37

Assumptive

Personas

slide40

Biz Goal

Biz Goal

Biz Goal

persona

persona

persona

persona

Story

Story

Story

Story

Story

Story

Story

Story

Story

create a big list
Create a big list
  • High level description
  • What differentiates them?
    • Goals
    • Demographics
    • Behaviors
winnow personas
Winnow Personas
  • Are any close enough to be identical?
  • If I satisfy A, do I also satisfy B?
map personas to biz goals
Map Personas to Biz Goals
  • A persona can support more than one goal
persona definitions
Persona Definitions
  • Persona goals
  • Business goals
  • Story
  • Context
  • Behaviors
  • Barriers
  • Demographics, psychographics, firmographics
distribute them far and wide
Distribute them far and wide
  • Announce them at a company meeting
  • Mount posters around the office, and in conference rooms
  • Print persona cards for everyone
refer to them often
Refer to them often
  • Whenever you hear, “I think”, or “I want”, ask, “What would [personal] want?”
slide56

Cost of Wrong

Uncertainty

research plan
Research Plan
  • What kind of assumption is it?
  • What kind of research will best address it?
recap
Recap
  • Define goals
  • Brainstorm candidate profiles
  • Winnow profiles
  • Prioritize
  • Create personas from high priority profiles
  • Identify & validate critical assumptions
slide60

Known knowns

Known unknowns

Unknown unknowns

what you can do
What you can do
  • Spend time with your users
  • Work with your data
  • Create your own surveys
ask them64
Ask them!

Engage

*

say vs do
Say vs. Do
  • Doesn’t seem important
  • How we see ourselves
  • What we think the interviewer wants to hear
resources
Resources
  • User is Always Right – by Steve Mulder
  • Don’t Make Me Think – by Steve Krug
  • http://www.cooper.com/journal/personas/
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