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Putting Personas to Work
Getting Personas Adopted Throughout Your Organization
Presented by Carol Smith @Carologic
IIBA MeetingMarch 2013
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User Experience Prof Assoc
Supports people
who research, design, and evaluate
the user experience
of products and services.
www.uxpa.org
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Which Student?
http://www.flickr.com/photos/mrjkbh/ via http://creativecommons.org/licenses/by-nc-nd/2.0/deed.en http://www.flickr.com/photos/caharley72/ (Christopher Alison Photography) via http://creativecommons.org/licenses/by-nc-nd/2.0
Rick Connie
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Benefits
• Efficient and effective
• Team learns and remember
• Reduced influence based on _________
• Better products
• Help teams avoid:
• Designing for themselves/technology
• Designing for everyone
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Controversy
• Irrelevant information
• “Pseudo-science”
• Not trying to be scientific
• Statistical methods used to analyze data
• Rigorous, repeatable methods
• Result in mostly qualitative data
The Persona Lifecycle : Keeping People in Mind Throughout Product Design by John Pruitt and Tamara Adlin
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Selling Personas
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Getting Buy-In for Personas
• We don’t need UX – we know our users
• Tell us the story
• What are they really doing?
• What are their goals?
• Roadblocks?
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Selling Internally
http://en.wikipedia.org/wiki/File:Train_wreck_at_Montparnasse_1895.jpg
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Introducing Personas
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Progressive Disclosure
• Like real-life, dating
• You are the match-maker
• Create opportunities to get to know them
• Tell the story, effectively
• Support recall of significant details
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Progressive Disclosure
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Tell the Story
• Clarify how the personas are to be used
• Support design and development
• Limitations
• For each persona:
• Goals, Needs
• How use product
• Challenges
• “Irrelevant Information” creates the mnemonic
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Make it Real
• Introduce Artifacts
• Encourage and answer questions
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Get The Persona To Work
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Share what you learn
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Successful Programs
• Form a team that includes product/project team members
• The team:
• Supports persona development
• Reviews personas regularly
• Advocates for personas
• Watches for opportunities
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Team Leader
• Curates personas
• Tracks work that may influence personas
• Identifies opportunities to enhance them
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Keep Personas Alive
• Make opportunities to sew them into culture
• Regular touch points
• Refresh documentation regularly
• E-mail addresses for personas
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Working Sessions
• Include them at meetings
• Role play or “channel” the persona
• Review of interface thru eyes of Persona
• Analyze competition
• Review stories/scenarios
What would they do? Would they use this?
The User is Always Right: A Practical Guide to Creating and Using Personas for the Web by Steve Mulder and Ziv Yaar.
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Activities
• Panel with “Personas” (role playing)
• Individual teams, products, etc.
• Answer questions in character
• Meet & Greet
• Birthday party
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Artifacts
• Public
• Posters
• Large Boards
• Personal
• Persona
• Reference Sheets
• Books
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Connect to Project Work
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Managing Personas
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Communication Plan
• What to communicate
• Progressive disclosure - Highlights
• Updates
• Tips for use
• When
• To whom (team, stakeholders, etc.)
• How (Web site, Email, etc.)
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Plan for Updating Personas
• Ongoing work
• Include open questions in new projects.
• Include in planning templates
• Usability study triggers a persona review.
• Communication Plan
• Regular reviews.
• Plan for distribution of updates.
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Reusing Personas
• Up-to-date personas and profiles used:
• Indefinitely for same product
• Goals and Needs must remain static
• Inform new persona - preliminary context
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Not Repurposed
• For different:
• Products
• Scenarios
• Needs and goals
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Persona Teams (Families)
• Extend - include all aspects of experience
• Complex set of products
• Group personas in meaningful ways
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Example – Online Shopping
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• One persona = all Shoppers
• Unlikely
• More likely:
• Small set of personas for each role
• Few more for additional roles
Online Shopping (cont)
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Share What You Know
• Personas interact at various times
• In person
• Virtual “handshakes”
• Convey to the team:
• Where occur?
• When?
• Frequency?
• What information is exchanged?
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Knowledge Shared
• Clear relationships between personas
• Frequency of interactions
• Needs from each other
• What provide to each other
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Different Lenses
• Pain points
• Product, service, experience
• Motivations
• Goals, needs, tasks, occupation, family, and environment
• Commonalities
• Tech use, tech purpose, demographics, occupation, and context of use
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Prioritize Relationships
• Which interactions most important?
• Users
• Product functionality
• Visual work flows are ideal
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Next Steps
• Identify gaps and plan to fill them.
• Sync with market segments (if they exist).
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Start Now
• Conduct research with users
• Create strawman Profiles now
• Expand Profiles into Personas
• Build on what you know
• Keep digging - each project can answer more questions
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Do UX Early & Often
• Create Information Radiators
• Personas
• Artifacts
• Schedule of activities
• Tell others about the power of Personas
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Recommended Readings
38
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Contact
Carol J. Smith
Twitter: @Carologic
LinkedIn: http://www.linkedin.com/in/caroljsmith
Slideshare: http://www.slideshare.net/carologic
Speaker Rate: speakerrate.com/speakers/15585-caroljsmith
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Special Thanks
Richard Douglass – previous co-presenter on this material.
@RichardDouglass
http://improvedusability.com/
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ReferencesDesigning for the Digital Age: How to Create Human-Centered Products and Services by Kim Goodwin (one chapter)
The Persona Life-Cycle by John Pruitt and Tamara Adlin
The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web by Steve Mulder
The Inmates are Running the Asylum by Alan Cooper
Observing the User Experience: A Practitioner's Guide to User Research by Mike Kuniavsky
Babcock, L. and Sara Laschever. (2008). “Ask For It: How Women can use the Power of Negotiation to Get What They Really Want.” Bantam Books.
Godin, Seth. (2010) “Linchpin: Are you Indispensable?” Penguin Group.
Ury. William L. (1991) “Getting Past NO: Negotiating in Difficult Situations.” Bantam.
Fisher, Roger and William L. Ury. (1981) “Getting to YES: Negotiating Agreement Without Giving In.” Penguin Group.
Kennedy, Gavin. (2004). “Essential Negotiation.” The Economist and Profile Books LTD.
Lavington, Camille. (2004) “You’ve Only Got Three Seconds: How to make the right impression in your business and social life.” Doubleday.
Lewicki, Roy J., et. Al. (2004) “Essentials of Negotiation.” McGraw-Hill Irwin.
Young, Ed. (2011) “Justice is served, but more so after lunch: how food-breaks sway the decisions of judges.” Discover Magazine. http://blogs.discovermagazine.com/notrocketscience/2011/04/11/justice-is-served-but-more-so-after-lunch-how-food-breaks-sway-the-decisions-of-judges/ Retrieved on October 24, 2011.