Who is your WHO?

Leah McDougald • Personas: Who is your WHO? • 10/16/13

So, who do you think your customer is?

How many of you identify with your customer?

How many of you are your customer?

“I like it. So, if they are like me, they will like it.”

(…and they will like me hopefully, too.)

There is more to your customer than you think.

Opinions are not motivations.

“I so love tattoos.”

“No way! I would never get one myself !”

So, what do you need in order to understand these important people?

em·pa·thythe ability to understand and share the feelings of another…in order to design for them!

in business this can be

called…Strategy

Personas

Leah McDougald • Personas: Who is your WHO? • 10/16/13

Personas come after you explore who your customer is.(unless you are in advertising…)

Aspirational archetypes can provide inspiration

But personas define your actual customer

User Types

Leah McDougald • Personas: Who is your WHO? • 10/16/13

User types define the various motivations for interaction / use

As a/an…I want to…So that I can…

Content cred: goatsoftware.com

As a newly co-habitating woman

Content cred: goatsoftware.com

As a newly co-habitating womanI want to digitize the chore list

Content cred: goatsoftware.com

As a newly co-habitating womanI want to digitize the chore listSo that I can not kill my boyfriend not be a nag

easily share the list

Content cred: goatsoftware.com

Leah McDougald, Director of Design ResearchDesign Central @leah_mcd

Special thanks to:Eric Barker, Gen Goodwin, Rebecca Loar

Thanks!

Leah McDougald • Personas: Who is your WHO? • 10/16/13

Appendix:User Scenarios

User scenarios define the potential variations in user experience

Cred: gatherspace.com

There are “sunny day” use experiences(intended)

There are “tragic”use experiences(unintended)