putting personas to work at ux pittsburgh

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Putting Personas to Work Getting Personas Adopted Throughout Your Organization Presented by Carol Smith - @Carologic UX Designers Pittsburgh MeetUp February 2014

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Putting Personas to Work: Getting Personas Adopted Throughout Your Organization. Presented by Carol Smith at the User Experience Designers Pittsburgh MeetUp on February 6, 2014. Personas need to be recognized and relied on by the entire team and creating a successful persona program can be a huge challenge. This session covers strategies for making sure that the personas you create become essential to your team.

TRANSCRIPT

Page 1: Putting Personas to Work at UX Pittsburgh

Putting Personas to WorkGetting Personas Adopted Throughout Your Organization

Presented by Carol Smith - @Carologic

UX Designers Pittsburgh MeetUpFebruary 2014

Page 2: Putting Personas to Work at UX Pittsburgh

User Experience Professionals Association

Supports people

who research, design, and evaluate

the user experience of products and services.

www.uxpa.org

Page 3: Putting Personas to Work at UX Pittsburgh

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Page 4: Putting Personas to Work at UX Pittsburgh

Background on Personas

• Created by @MrAlanCooper (father of Visual Basic)• Described in “The Inmates Are Running the Asylum” (1999)

• Archetype of specific user• Based on research • Described in narrative form

Page 5: Putting Personas to Work at UX Pittsburgh

“I need help keeping track of all of the assets for each of my projects.”

Anthony Johnson

• Anthony (Tony) is 29 and lives in Centreville, VA in a large apartment complex. He drives a Prius which allows him to use special lanes on the highway and speeds up his commute (still takes about 40 minutes). His girlfriend works for the federal government in Washington, DC.

• He was never interested in teaching, but wants to improve the educational system. When he saw a job opening at an educational company he felt it would be a great opportunity to do just that.

• Despite the frustrations, Tony feels his company is great to work for and the benefits can’t be beat. He isn’t sure what is next for his career.

Editor and Math Specialist - 5 years of experienceDynamic Learning, Fairfax, Virginia

Goal Improve the educational system by making great courses for teachers and students.

Concerns Needs a good tool for tracking all of the assets for each of his projects. Too much time is spent fixing previous projects instead of working on current ones. Resigned to having to go back and forth with the publisher a few times to get everything just right.

Professional Environment Casual work place. Frequently frustrated by work.Has taken training offered. Not currently interested in taking on new responsibilities.

Technology & Education Does personal banking, shopping and email online.BS in Mathematics from George Mason.Took an organizational psychology course in college and enjoys management challenges.

ResponsibilitiesManages many different projects at once.Manages a great group of freelancers allowing him to focus on other things.Tracks many separate assets for each project.

Page 6: Putting Personas to Work at UX Pittsburgh

Benefits

• Efficient and effective• Team learns and remember• Reduce irrelevant influences• Better products• Helps teams avoid

• Designing for themselves/technology• Designing for everyone

Page 7: Putting Personas to Work at UX Pittsburgh

Controversy

• Irrelevant information• “Pseudo-science”

• Not trying to be scientific• Statistical methods used to analyze data• Rigorous, repeatable methods• Result in mostly qualitative data

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Page 8: Putting Personas to Work at UX Pittsburgh

Selling Personas

Page 9: Putting Personas to Work at UX Pittsburgh

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?

Page 10: Putting Personas to Work at UX Pittsburgh

Selling Internally

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Page 11: Putting Personas to Work at UX Pittsburgh

Introducing Personas

Page 12: Putting Personas to Work at UX Pittsburgh

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

Page 13: Putting Personas to Work at UX Pittsburgh

Progressive Disclosure

Page 14: Putting Personas to Work at UX Pittsburgh

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

Page 15: Putting Personas to Work at UX Pittsburgh

Make it Real

• Introduce Artifacts• Encourage and answer questions

Page 16: Putting Personas to Work at UX Pittsburgh

Get The Persona To Work

Page 17: Putting Personas to Work at UX Pittsburgh

Share What You Learn

Page 18: Putting Personas to Work at UX Pittsburgh

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

Page 19: Putting Personas to Work at UX Pittsburgh

Team Leader

• Curates personas• Tracks work that may influence personas• Identifies opportunities to enhance them

Page 20: Putting Personas to Work at UX Pittsburgh

Keep Personas Alive

• Make opportunities to sew them into culture• Regular touch points • Refresh documentation regularly• E-mail addresses for personas

Page 21: Putting Personas to Work at UX Pittsburgh

Working Sessions

• Include them at meetings• Role play or “channel” the persona

• Review of interface thru eyes of Persona• Analyze competition• Review stories/scenarios

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Page 22: Putting Personas to Work at UX Pittsburgh

Activities

• Panel with “Personas” (role playing)• Individual teams, products, etc.• Answer questions in character

• Meet & Greet• Birthday party

Page 23: Putting Personas to Work at UX Pittsburgh

Artifacts

• Public• Posters• Large Boards

• Personal• Persona• Reference Sheets• Books

Page 24: Putting Personas to Work at UX Pittsburgh

Connect to Project Work

Page 25: Putting Personas to Work at UX Pittsburgh

Managing Personas

Page 26: Putting Personas to Work at UX Pittsburgh

Communication Plan

• What to communicate • Progressive disclosure - Highlights• Updates• Tips for use

• When• To whom (team, stakeholders, etc.)• How (Web site, Email, etc.)

Page 27: Putting Personas to Work at UX Pittsburgh

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.

Page 28: Putting Personas to Work at UX Pittsburgh

Reusing Personas

• Up-to-date personas and profiles used:• Indefinitely for same product• Goals and Needs must remain static

• Inform new persona - preliminary context

Page 29: Putting Personas to Work at UX Pittsburgh

Not Repurposed

• For different:• Products • Scenarios • Needs and goals

Page 30: Putting Personas to Work at UX Pittsburgh

Persona Teams (Families)

• Extend - include all aspects of experience• Complex set of products• Group personas in meaningful ways

Page 31: Putting Personas to Work at UX Pittsburgh

Example – Online Shopping

Page 32: Putting Personas to Work at UX Pittsburgh

Online Shopping (cont)

• One persona = all Shoppers• Unlikely

• More likely: • Small set of personas for each role• Few more for additional roles

Page 33: Putting Personas to Work at UX Pittsburgh

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?

Page 34: Putting Personas to Work at UX Pittsburgh

Knowledge Shared

• Clear relationships between personas• Frequency of interactions• Needs from each other• What provide to each other

Page 35: Putting Personas to Work at UX Pittsburgh

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

Page 36: Putting Personas to Work at UX Pittsburgh

Prioritize Relationships

• Which interactions most important?• Users • Product functionality

• Visual work flows are ideal

Page 37: Putting Personas to Work at UX Pittsburgh

Next Steps

• Identify gaps and plan to fill them.• Sync with market segments (if they exist).

Page 38: Putting Personas to Work at UX Pittsburgh

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

Page 39: Putting Personas to Work at UX Pittsburgh

Do UX Early & Often

• Create Information Radiators• Personas• Artifacts• Schedule of activities

• Tell others about the power of Personas

Page 40: Putting Personas to Work at UX Pittsburgh

Recommended Readings

Page 41: Putting Personas to Work at UX Pittsburgh

Contact Carol Smith

Twitter: @Carologic

LinkedIn: http://www.linkedin.com/in/caroljsmith

Slideshare: http://www.slideshare.net/carologic

Page 42: Putting Personas to Work at UX Pittsburgh

Special Thanks

Richard Douglass – previous co-presenter on this material.

@RichardDouglass

http://improvedusability.com/

Page 43: Putting Personas to Work at UX Pittsburgh

References

Designing 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.