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Practical personas Confessions of a former persona sceptic

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Page 1: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

Practical personasConfessions of a former persona sceptic

Page 2: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

Persona: archetypal userNot sterotypical

Page 3: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

You are not the user!

Page 4: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

There is no ‘average’ userhttp://www.flickr.com/photos/22888823@N00/114781031/

Page 5: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

Empathy = insights

Page 6: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

Ask ‘why?’

Page 7: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

Talk to customer- facing staff

Page 8: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

Record stuffThink CSI

Page 9: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 10: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 11: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 12: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 13: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

http://www.flickr.com/photos/22888823@N00/114781031/

pinterest.com/kooj/personas

Page 14: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 15: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 16: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 17: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 18: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

http://www.steptwo.com.au/columntwo/environment-agency-personas-pack/

Page 19: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

http://www.flickr.com/photos/jasontravis/5987691056

Page 20: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

http://johnnyholland.org/2011/11/enabling-codesign/

Page 21: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

Rebecca Jackson, Melbourne Water

Page 22: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 23: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 24: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 25: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 26: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 27: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

“quote”

Page 28: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 29: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 30: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 31: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 32: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 33: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 34: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 35: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

“ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We refer to them by name in meetings. It would all be very weird, if it wasn’t so necessary.”

http://blog.saasu.com/2013/01/29/personas-as-a-design-tool/

Corey Vilhauer, Blend Interactive/A List Apart

Page 36: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

http://www.flickr.com/photos/21218849@N03/6968390224

You still need to test with real users

Page 37: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

http://www.slideshare.net/toddwarfel/data-driven-personas

Page 38: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

http://www.flickr.com/photos/rosenfeldmedia/8462189784

Page 39: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

http://www.steptwo.com.au/columntwo/environment-agency-personas-pack/

Page 40: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We
Page 41: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

•

pinterest.com/kooj/personas

•

www.steptwo.com.au/papers/kmc_personas

•

zum.io/resources/ZumioPersonaIntro.pdf

•

blog.openviewpartners.com/simple-ux-user-persona

•

www.uxforthemasses.com/personas

•

www.followtheuxleader.com/content-

strategy/personas-a-critical-investment-to-content-

strategy•

designingwithpeople.rca.ac.uk/people

•

boxesandarrows.com/building-a-data-backed-

persona•

alistapart.com/article/audiences-outcomes-and-

determining-user-needs•

The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web –

Steve Mulder

•

Deriving Personas for Intranet Design and Change Management –

www.youtube.com/watch?v=_kHhXONaLnQ17

Page 42: Practical personas - Step Two · “ Because we can’t run every decision past a field of actual end users, we rely on personas to do the work for us. They become our friends. We

Kate Needham Intranet Manager/Intranet Project Lead

NSW Trade & Investment

[email protected]


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