user personas - targeting your user base
TRANSCRIPT
IDENTIFYING YOUR MAIN USER BASE
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“Whenyoudesignforyourprimaryusers,youendupdelightingyourprimaryuserandsatisfyingyoursecondaryuser(s).Ifyoudesignforeveryone,youdelightnoone.Thatistherecipeforamediocreproduct.
Alan CooperCooper
• A representation of a user type• Based off of user research • Incorporates user goals, needs, and interests.
MarketingPersonas Proto-persona DesignPersonas
BroadrangeinformationBasedondemographicsGOOD:typesofusersGOOD:ROIpotentialBAD:productdefinitionBAD:featureprioritization
EducatedguessoftypicaluserShould befollowedupwithresearchGOOD:BasicProductdefinitionGOOD:Basic FeaturePrioritizationBAD:ROIpotentialnotrealized
Focusedon:• Usergoals• Currentbehavior• PainpointsBasedon:• RealPeople• FieldResearchGOOD:Communicating insights&goalsGOOD:ProductDefinitionGOOD:Avoids theelasticuser
• Proto-personas are a great way to quickly build empathy for the user
• Identifies the realistic user types
• Gets the team thinking about the users needs and challenges
• Provides real tangible goals to meet
• Helps to identify & eliminate fringe requirements
TypicalDay Background
Winning looks like Extramile
User Name
What is their friction point
How does it make them feel
What does their commute look like
What hours do they work
What is their life’s ambition
Is there a daily ritual
What best serves their needs
Will it make their life easier
Does it have sticking points
How will this make it better than XYZ?
Think big!
AgeJob TitleCompanyRelationship StatusFamily, Pets, etcActivitiesType of carIncome
Archetype (example – “Straight Talker”)
TypicalDay Background
Winning looks like Extramile
Elys Cooper
Son goes to public school and is an active mover.
Teachers have had a history of reporting he is disruptive.
Son gets good grades, completes his homework and finishes tests easily.
Typical work day: 10 hours
Typical commute: 50 minutes by train & bus
Son goes to public school in San Francisco
Daughter goes to pre-school on campus
Macbook Air // iPad Pro // iPhone 6s
Desires a school that allows freedom of movement for an active learner.
Wants her kids to be challenged and think in new ways.
Looking for creative transportation solutions or a location near work.
Looking for a design thinking school
Near work
Bonus after school program near school and work
54yo Single Mother of 2
Senior Developer @ Facebook
Lives in San Francisco, CA
Works in Palo Alto, CA
Son – 9yo // Daughter – 3yo
Training for triathlon, photography, plays jazz sax
“Driven by Data”
• Can be used to validate or disprove design decisions.
• Allows us to vet and prioritize feature requests.
• Are an inspiration in ideation.
• Are a key element in critiques.