personas workshop | discovering "the user"
TRANSCRIPT
Personas Workshop Discovering “The User”
Shai Granot
May 18, 2015
http://en.wikinoticia.com/lifestyle/psychology/119750-dissociative-identity-disorder
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About Shai Granot
UX experience:
Worked at
» Consultancy
» In-house team
» Freelance consulting (current)
Clients
» Early stage start-ups
» Corporate
10
years
10 years
http://www.flickr.com/photos/mictlan74/3374564653
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Agenda
Personas background
Why
What
How
DIY !
http://www.flickr.com/photos/internetsociety/7247835714
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Definition
Personas are reliable and realistic
representations of your key audience
segments for reference
www.saatchiart.com/angusjenkinson
Angus Jenkinson “CustomerPrints”
1993-94
en.wikipedia.org/wiki/Alan_Cooper
Alan Cooper “Personas”
1995
www.usability.gov/how-to-and-tools/methods/personas.html
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WHY
https://www.flickr.com/photos/internetarchivebookimages/14761300266
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Organization Sync
http://www.flickr.com/photos/goforchris/5038628853
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R&D CEO
Product Manager
Graphic Design
Marketing
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“Oleg” DB
“Rachel” Graphic Design
“Alicia” Product Manager
“Tim” Marketing
“Erwin” CEO
“Guy” Client Dev.
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Product Management
http://www.flickr.com/photos/pictoquotes/9013537500
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http://www.flickr.com/photos/adambowie/3398525550
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Fraudster Key user, Persona
(*) System’s security decrease by 97.7%
http://www.flickr.com/photos/bz3rk/3155825556 http://www.flickr.com/photos/seaniz/9914998 & http://www.flickr.com/photos/83633410@N07/7658039864
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USA Startups
CFO
Accounting / Valuation firms
Partner / Manager / Junior associate
Who’s main client?
http://www.AlgoValue.com
Goal: Improve company valuation
2-3 weeks
2-3 hours
2-3 weeks
Link Link
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USA Startups
CFO
Accounting / Valuation firms
Who’s main client?
Carter Robert Jenifer Jim Partner Junior associate Manager
http://www.AlgoValue.com
Goal: Improve company valuation
2-3 weeks
2-3 hours
2-3 weeks
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Quality Assurance
http://www.flickr.com/photos/gilchristlaura/7049609103
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http://benyehuda.org
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Marketing, HR and picking the right people
http://www.flickr.com/photos/arselectronica/8527181257
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Accounting / Valuation firms
(Client / USA)
Partner
Manager
Junior associate
How to market?
Through who?
Who to hire?
Via Web or Face-to-face
Partner, Manager or Junior Associate
Marketing or Finance expert
http://www.AlgoValue.com
Link
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Accounting / Valuation firms
(Client / USA)
How to market?
Through who?
Who to hire?
Robert
Jenifer
Jim
Partner
Junior associate
Manager
Via Web or Face-to-face
Partner, Manager or Junior Associate
Marketing or Finance expert
http://www.AlgoValue.com
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Why Summary
Org sync
Product management
» Planning
» QA
Marketing
HR
https://www.flickr.com/photos/internetarchivebookimages/14761300266
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WHAT
http://www.flickr.com/photos/usnationalarchives/5589177693
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Single Persona | Example
“Carter” Age: 35
Occupation: CFO of a startup company
Education: Accounting and Economics, CPA, MBA
Family background: Married + 2
Daily activity:
Computer skills:
"I have a lot on my mind
regarding this (bloody) startup financials"
Product / site usage: 1. 2. 3.
Frustrating /
problematic issues: 1. 2. 3.
Helpful / Enjoyable
points?
[What would make him /
her a super-hero?]
1. 2. 3.
https://tctechcrunch2011.files.wordpress.com/2009/06/26987jpg.jpeg
http://www.AlgoValue.com.
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Principal #1: Know Thy User
http://www.flickr.com/photos/andercismo/2349098787
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Principal #2: No PC but with acceptance
http://www.imdb.com/title/tt0085474 en.wikipedia.org/wiki/14th_Dalai_Lama
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Personas Overview
Robert Jenifer Jim
http://www.AlgoValue.com
Usage: low Usage: Usage:
Imp.: Imp.: Imp.:
Start-up CFO
Carter
Usage:
Imp.:
Partner Junior associate Manager
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https://www.flickr.com/photos/b-love/6300189041
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Warnings
Bullshit personas (link)
The User = You
The User = Your mom / friend
Too many / Too few
Not shared with others
https://www.flickr.com/photos/b-love/6300189041
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HOW | DIY
http://www.flickr.com/photos/pasukaru76/13046082503
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Step #1: Research
Interview & observe users
Analytics
Interview stakeholders
http://www.flickr.com/photos/andercismo/2349098787
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Step #2: Locate main personas
Roles
Different usage
Different characteristics
Prioritize: usage and Importance
Not too many or too few (2-6)
DIY
http://www.softpanorama.org/Skeptics/Financial_skeptic/Humor/Images/2011_06_27_organizational_charts.png
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Step #2: Locate main personas DIY
Example 1 2 3 4
Name “Carter”
Main desc. Example: job position
Start-up CFO
Additional description Example: age
35
Additional description
--
Usage Low
Importance Very low
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Step #3: Describe Single Persona
Tell the personas “story” before your product’s
1-pager
Be ready to go back…
DIY
https://tctechcrunch2011.files.wordpress.com/2009/06/26987jpg.jpeg
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Step #3: Describe Single Persona DIY
Personas Name: Age:
Occupation:
Education:
Family background:
Daily activity:
Computer skills:
"Persona's One-liner quote" Product / site usage: 1. 2. 3.
Frustrating /
problematic issues: 1. 2. 3.
Helpful / Enjoyable
points?
[What would make him /
her a super-hero?]
1. 2. 3.
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Step #3: Describe Single Persona DIY Example
“Carter” Age: 35
Occupation: CFO of a startup company
Education: Accounting and Economics, CPA, MBA
Family background: Married + 2
Daily activity:
Computer skills:
"I have a lot on my mind
regarding this (bloody) startup financials"
Product / site usage: 1. 2. 3.
Frustrating /
problematic issues: 1. 2. 3.
Helpful / Enjoyable
points?
[What would make him /
her a super-hero?]
1. 2. 3.
https://tctechcrunch2011.files.wordpress.com/2009/06/26987jpg.jpeg
http://www.AlgoValue.com.
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Personas | Summary
Why?
» Better understanding of user
» Sync stakeholder
» Helps product management, marketing (and more…)
What?
» Single personals characteristics
» Overview all
How?
» Research
» Locate main personas
» Describe single persona
http://www.flickr.com/photos/arselectronicacenter/8695704856
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Resources
Personas
» Usability.gov (USA)
» Wikipedia
» Tal Florentin Lecture (Heb)
Tools
» User Box (live soon)
www.flickr.com/photos/ 32607104@N08/6687324533
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The End...
Q & A
Thanks, [email protected]
http://www.flickr.com/photos/mimitran/433825738