design personas - start with who
TRANSCRIPT
Design
PersonasStart With Who
ZOOM Career Days 2016
Sean Yo - Sr. Product Manager
Start
With
Who
Who Am I?
Getting Started
With Personas
Products, Personas and Being Awesome
Reference Material & Sources
– A Closer Look At Personas: What They Are And How They Work (Part 1)
– A Closer Look At Personas: A Guide To Developing The Right Ones (Part 2)
– Provisional personas
– Creating Personas
– The origin of personas
– Marketing Personas vs. Design Personas
– Develop your Customer Personas
– Luxr Core Curriculum
Wh
y M
ak
e
Som
eth
ing N
ew
?To make
someone's life better
To be happy in your work
Make the World More
Awesome
To make money
Wh
y U
se P
erso
na
s?
Designing For A
Person Is Easy
Designing For
People Is Hard
What Is A Persona?
– Represents a specific person but is not a real individual
– Developed through observations of many people
– Each persona represents a significant portion of people in the real world
– Enables focus on a manageable and memorable cast of characters, instead of focusing on thousands of individuals.
– Personas ensure we are able to address all the different needs and goals in a simple and shareable way
Purpose of Personas
– Focus on being people-centric
– Helps makes products for people and not abstract requirements
– Drive your work in the right direction…toward the customer
– Identify the customer and make them part of the team
– Provide a common vocabulary of needs and goals
– Communicate, inform and persuade clients/managers
Benefits of Personas
– Provides a clear and tangible picture of our customer so we’re all
working towards the same target
– Creates a greater opportunity for empathy by helping to imagine
the person who will use the product
– Helps to think through product options and make decisions that
directly serve the customer
Typ
es o
f Perso
na
s
Marketing Personas
Draft Personas
Design Personas
Validated Personas
Design vs Marketing Personas
Design Personas
– Represent the user
– Drives Features
– Best when developed from
research
– Important and Useful
– Different, not Better
Marketing Personas
– Represents the buyer
– Drives Sales Communication
– Best when developed from
research
– Important and Useful
– Different, not Better
Design
Personas
Building Products for People
Design Personas
– Design Personas aid designers to create different designs for
different kinds of people and to design for a specific somebody,
rather than a generic everybody.
– Design Personas drive customer value based on the goals and
outcomes your customers a looking for in using your product
– Marketing Personas are about appealing to buyers and driving
sales
– Marketing Personas are not bad – in fact, their very useful
– Marking and Design Personas are NOT INTERCHANGEABLE
Validated Design Personas
– The majority of the process of creating personas is usually spent
interviewing and observing people.
– Collaborate with another team member so that they capture
anything in the interview or observation session that you might
miss.
– You and your colleague should be physically present with the
research participants, in a location that makes the most sense for
the project.
If you want to make something
people want and will use, there is
nothing more valuable than
observing how those people solve
problems today
Draft Design Personas
– What if you can’t interview people. Maybe you don’t have access or time
– The next best thing is to interviewing people who have had direct interaction
with users.
– Personas created from secondhand information are called draft or provisional
personas.
– The perspectives will be secondhand, filtered and biased, but they’re better
than nothing and you’ll have somewhere to start your research.
How to Make Personas
– Validated Personas
– Interview and/or observe an adequate number of people.
– Find patterns in the interviewees’ responses and actions, and use those to group
similar people together.
– Create archetypical models of those groups, based on the patterns found.
– Drawing from that understanding of users and the model of that understanding,
create user-centered designs.
– Share those models with other team members and stakeholders.
– A Closer Look At Personas: A Guide To Developing The Right Ones (Part 2)
How to Use Personas
– Build empathy
– Develop focus
– Communicate and form consensus
– Make and defend decisions
– Measure effectiveness
What Happens Without Personas
– You get lost in data because everyone is different
– You end up trying to invite Design to EVERY meeting
– You end up designing for yourself
– You build a product that no one wants or need
Persona
Design
Workshop Time!
The Idea
The first thing we need is a
product idea. For today,
we’re going to use the
Driverless Bike.
The Pitch
Cars are expensive and wasteful and lets face it, humans aren’t that great at driving. In 2010 there were 1 250 000 road traffic deaths. You know what the 5 factors that caused those deaths? Speed, Impaired Drivers, Helmets, Seat Belts and Child Restraints. And that’s just for deaths –not including non-fatal accidents!
With the electric No-Driver Bike, we eliminated all of these factors, reduce the number of cars on the road, have a smaller manufacturing footprint and move closer to a carbon-free world.
Perfect for deliveries from Pizza to Amazon – the No-Driver Bike brings down the cost of delivery and makes the world a better place.
Here is a simple pitch to frame our
work on developing personas for
this project.
The WorksheetWe’ll all be using this format of
worksheet to develop personas.
The first thing we’re going to do is
make ourselves as a persona.
Then we’ll work on making a draft
persona about someone else
We won’t work on validate personas
today
Fancy PantsThere are lots of tools out there to
help you build personas. I don’t they
are helpful. I think they put drag on
your process and holes in your
wallet.
Your Mileage May Vary.
Do what works for you!
The Process
Use Basic Supplies – sharpies/pens, stickies and
plain paper
Dump & Sort
Go Wide, Then Decide
Work At The Wall
Generate Independently – Discuss As Team
Sketch! Being visual helps creativity and expression
Time box – stay focused and turn off the censor
Quick Decision making – Dot Vote/Stack Rank
We’ll use a few key ideas to make
this a fast and efficient process that
is easy to repeat.
Key outcomes are to generate lots of
ideas and quickly filter and focus on
the important/valuable ideas.
Persona Demos
Show & Tell For Grown Ups
Driverless Bicycle for Disabled Persons Developed by IIT Kharagpur Students