team personas for enterprise ux

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#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar Team Personas A new look at personas for the enterprise context 1 Julia Byron Omkar Chandgadkar

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Page 1: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar

Team PersonasA new look at personas for the enterprise context

1

Julia Byron Omkar Chandgadkar

Page 2: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2016 Julia Byron, Omkar Chandgadkar

Which are your users?

2

or

Page 3: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 3

Architect

IT Manager

Product manager

Backend developers

Testers

Mobile app developers

Our users: Teams that build mobile apps

Page 4: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 4

Anna, the mobile app developer

Brad, the web developer

Archer, the architect

xx

Are you Anna or Brad? Flow for Anna Flow for Brad

x

xxx

Page 5: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar

“Our users are not like this”

- Our product team

5

Page 6: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 6

Individuals’ needs & goals influenced by their team

Project manager

Architect

ClientDesigners

Testers

iOS developers

Client’s developers

Architect

IT Manager

Business manager

Backend developers

Testers

Mobile app developers

App owners

Business analyst

CTO

CEOBackend developer

Testers

Frontend developers

Page 7: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar

“This is exactly how dev teams work”

“Our users are not like this”

7

- Our product team - Our product team

Page 8: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 8

Individual needs Team needs

Page 9: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2016 Julia Byron, Omkar Chandgadkar

Who’s had problems communicating research outcomes?

9

Page 10: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 10

Page 11: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 11

“These charts are overwhelming”

- Our product team

Page 12: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2016 Julia Byron, Omkar Chandgadkar

We were thinking like travel writers...

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Page 13: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2016 Julia Byron, Omkar Chandgadkar

...We needed to think like tour guides

13

- Alice Clark

Follow us!

Page 14: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2016 Julia Byron, Omkar Chandgadkar

It’s not about creating beautiful maps but the process of mapping.

14

- Todd Wilkens

Follow us!

Page 15: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar

“Well Team Persona X cares about...”

15

“These charts are overwhelming”

- Our product team - Our product team

Page 16: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 16

Presenting maps Mapping together

Page 17: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2016 Julia Byron, Omkar Chandgadkar

Did your personas get ignored during the design process?

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Page 18: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 18

Many voices, different interpretations

Users need to trust their data’s secure with us

Users need secure data

Users want security scanning

Users want security features

Page 19: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 19

“I used to be a developer. Don’t waste time with research.”

- Some very vocal members of our team

Page 20: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 20

Got it!

Okay!

Great!Sounds good!

Design Principle: “In this release, our users must be able to do ____ by ____”

Many voices, different opinions

Page 21: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar

- Some very vocal members of our team

21

“I used to be a developer. Don’t waste

time with research.”

- Some very vocal members of our team

“If we do that, we won’t meet the

design principle”

Page 22: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 22

User needs Measurable Principles

Page 23: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 23

“This is exactly how dev teams work”

“If we do that, we won’t meet the design principle”

“Well Team Persona X cares about...”

“Our users are not like this”

“These charts are overwhelming”

“I used to be a developer. Don’t waste

time with research.”

Page 24: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 24

Team personas involve…

understanding users’ team dynamics

mapping with colleagues

using measurable principles

Page 25: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 25

Team personas components

Page 26: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 26

Data point + Implication (need statement or principle)

Team personas components

Page 27: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 27

Representative team name

“Representative quote”

Key members to focus on

data point + resulting implications

data point + resulting implications

data point + resulting implications

Overview - who they are, common goals, motivations, struggles

Implications for your product team to consider

Collaboration map- key data points + resulting implications

Team persona overview

Page 28: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 28

High level steps

Representative quotes

Tasks, opinions and collaboration

Key members

Implications for your product team to consider

Team persona journey map

Page 29: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 29

Team persona example

Page 30: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 30

Steps for creating team personas

Page 31: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c

Steps for creating team personas

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Interview target users & their whole teams

Architect

IT Manager

Product manager

Backend developers

Testers

Mobile app developers

Team Interview

Individual interview 1

Individual interview 2

Individual interview 3

Individual interview 4

Individual Interviews

1. User Interviews

Page 32: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 32

1. User Interviews

2. Synthesize into team maps

1. User Interviews

Steps for creating team personas

Page 33: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 33

2. Synthesize into team maps

1. User Interviews

3. Combine team maps

Steps for creating team personas

Team Persona 1 Team Persona 2

Team Persona 3 Team Persona 4

Goal: SpeedDynamic: Team members wear many hats

Goal: SecurityDynamic: Many roles, silos

Goal: Catch upDynamic: Stretched resources

Goal: InnovationDynamic: Efficient, experts

Page 34: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 34

2. Synthesize into team maps

4. Walk colleagues through data

1. User Interviews

3. Combine team maps

Steps for creating team personas

Page 35: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c

Workshop: Insight generation

Insights

Questions

35

2. Synthesize into team maps

4. Walk colleagues through data

5. Discuss

1. User Interviews

3. Combine team maps

Steps for creating team personas

Page 36: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c

Workshop: Insight generation

Insights

Questions

36

2. Synthesize into team maps

4. Walk colleagues through data

6. Come up with need statements

5. Discuss

1. User Interviews

3. Combine team maps

Steps for creating team personas

Developers need to try our product before buying so that they know that it offers everything they are looking for.

Need Statement

Developers cannot evaluate our tool before they provide recommendations.

Insight

Page 37: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 37

2. Synthesize into team maps

4. Walk colleagues through data

6. Come up with need statements

7. Come up with measurable principles

5. Discuss

1. User Interviews

3. Combine team maps

Steps for creating team personas

Users are forced to refer to multiple resources to set up authentication.

Insight

One stop shop: everything should be right there when you need it.

Principle

Workshop: Insight generation

Insights

Questions

Page 38: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 38

Designing Team reviews Testing

2. Synthesize into team maps

4. Walk colleagues through data

6. Come up with opportunities

7. Come up with measurable principles

8. Continuously validate against principles

5. Discuss

1. User Interviews

3. Combine team maps

Steps for creating team personas

Page 39: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 39

Lessons learned

Page 40: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c

200-1000

Agency

4000

Manufacturing

10-15

Service

5,000-10,000

Healthcare

50,000+

Finance

50-200

Tech

50-200

Tech

Group A Group B Group C

Group D Group E Group F

200-1000

Agency

10-15

Service

50,000+

Finance

50-200

Tech

Team Persona 1 Team Persona 2

Team Persona 3 Team Persona 4

Goal: SpeedDynamic: Team members wear many hats

Goal: SecurityDynamic: Many roles, silos

Goal: Catch upDynamic: Stretched resources

Goal: InnovationDynamic: Efficient, experts

40

Lessons learned

Base on goals and team dynamics, not company size and type

2. Synthesize into team maps

1. User Interviews

3. Combine team maps

Page 41: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 41

Lessons learnedAdequate discussion & documentation of new concepts

Workshop: Insight generation

Insights

Questions

What’s the difference between continuous delivery & continuous

integration?Does CI mean continuous integration?

2. Synthesize into team maps

4. Walk colleagues through data

5. Discuss

1. User Interviews

3. Combine team maps

Page 42: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 42

Lessons learned

Demonstrate analysis process if the team does not have background in research

2. Synthesize into team maps

4. Walk colleagues through data

6. Come up with opportunities

5. Discuss

1. User Interviews

3. Combine team maps

Team Persona “A” struggles with ______

Insight

User needs to _____ so that ______

Needs

Make sure we _____

Measurable PrincipleTeam Persona “A” works like ______

7. Come up with measurable principles

Page 43: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 43

Lessons learnedRepetition- Focus every evaluation around principle

If we get rid of that, it won’t be a one stop shop

2. Synthesize into team maps

4. Walk colleagues through data

6. Come up with opportunities

7. Come up with measurable principles

8. Continuously validate against principles

5. Discuss

1. User Interviews

3. Combine team maps

Page 44: Team Personas for Enterprise UX

#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 44

Mobile app developer

Backend developer

Lead

What is the goal of your team? Flow for all team members working together, and

knowing what others did.

Lead can see the status

Page 45: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 45

Team personas involve…

understanding users’ team dynamics

mapping with colleagues

using measurable principles

Page 46: Team Personas for Enterprise UX

© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 46

Team personas involve…

understanding users’ team dynamics

mapping with colleagues

using measurable principles

#teampersonas @juliazeebee @omkar_c

Julia Zorzanello Byron, Omkar Chandgadkar