PERMISSION TO START OVER The Spirit who creates – and re-creates.
Design Personas - Start With Who
Transcript of Design Personas - Start With Who
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Design
PersonasStart With Who
ZOOM Career Days 2016
Sean Yo - Sr. Product Manager
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Start
With
Who
Who Am I?
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Getting Started
With Personas
Products, Personas and Being Awesome
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Reference Material & Sources
– A Closer Look At Personas: What They Are And How They Work (Part 1)
– A Closer Look At Personas: A Guide To Developing The Right Ones (Part 2)
– Provisional personas
– Creating Personas
– The origin of personas
– Marketing Personas vs. Design Personas
– Develop your Customer Personas
– Luxr Core Curriculum
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Wh
y M
ak
e
Som
eth
ing N
ew
?To make
someone's life better
To be happy in your work
Make the World More
Awesome
To make money
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Wh
y U
se P
erso
na
s?
Designing For A
Person Is Easy
Designing For
People Is Hard
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What Is A Persona?
– Represents a specific person but is not a real individual
– Developed through observations of many people
– Each persona represents a significant portion of people in the real world
– Enables focus on a manageable and memorable cast of characters, instead of focusing on thousands of individuals.
– Personas ensure we are able to address all the different needs and goals in a simple and shareable way
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Purpose of Personas
– Focus on being people-centric
– Helps makes products for people and not abstract requirements
– Drive your work in the right direction…toward the customer
– Identify the customer and make them part of the team
– Provide a common vocabulary of needs and goals
– Communicate, inform and persuade clients/managers
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Benefits of Personas
– Provides a clear and tangible picture of our customer so we’re all
working towards the same target
– Creates a greater opportunity for empathy by helping to imagine
the person who will use the product
– Helps to think through product options and make decisions that
directly serve the customer
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Typ
es o
f Perso
na
s
Marketing Personas
Draft Personas
Design Personas
Validated Personas
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Design vs Marketing Personas
Design Personas
– Represent the user
– Drives Features
– Best when developed from
research
– Important and Useful
– Different, not Better
Marketing Personas
– Represents the buyer
– Drives Sales Communication
– Best when developed from
research
– Important and Useful
– Different, not Better
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Design
Personas
Building Products for People
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Design Personas
– Design Personas aid designers to create different designs for
different kinds of people and to design for a specific somebody,
rather than a generic everybody.
– Design Personas drive customer value based on the goals and
outcomes your customers a looking for in using your product
– Marketing Personas are about appealing to buyers and driving
sales
– Marketing Personas are not bad – in fact, their very useful
– Marking and Design Personas are NOT INTERCHANGEABLE
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Validated Design Personas
– The majority of the process of creating personas is usually spent
interviewing and observing people.
– Collaborate with another team member so that they capture
anything in the interview or observation session that you might
miss.
– You and your colleague should be physically present with the
research participants, in a location that makes the most sense for
the project.
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If you want to make something
people want and will use, there is
nothing more valuable than
observing how those people solve
problems today
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Draft Design Personas
– What if you can’t interview people. Maybe you don’t have access or time
– The next best thing is to interviewing people who have had direct interaction
with users.
– Personas created from secondhand information are called draft or provisional
personas.
– The perspectives will be secondhand, filtered and biased, but they’re better
than nothing and you’ll have somewhere to start your research.
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How to Make Personas
– Validated Personas
– Interview and/or observe an adequate number of people.
– Find patterns in the interviewees’ responses and actions, and use those to group
similar people together.
– Create archetypical models of those groups, based on the patterns found.
– Drawing from that understanding of users and the model of that understanding,
create user-centered designs.
– Share those models with other team members and stakeholders.
– A Closer Look At Personas: A Guide To Developing The Right Ones (Part 2)
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How to Use Personas
– Build empathy
– Develop focus
– Communicate and form consensus
– Make and defend decisions
– Measure effectiveness
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What Happens Without Personas
– You get lost in data because everyone is different
– You end up trying to invite Design to EVERY meeting
– You end up designing for yourself
– You build a product that no one wants or need
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Persona
Design
Workshop Time!
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The Idea
The first thing we need is a
product idea. For today,
we’re going to use the
Driverless Bike.
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The Pitch
Cars are expensive and wasteful and lets face it, humans aren’t that great at driving. In 2010 there were 1 250 000 road traffic deaths. You know what the 5 factors that caused those deaths? Speed, Impaired Drivers, Helmets, Seat Belts and Child Restraints. And that’s just for deaths –not including non-fatal accidents!
With the electric No-Driver Bike, we eliminated all of these factors, reduce the number of cars on the road, have a smaller manufacturing footprint and move closer to a carbon-free world.
Perfect for deliveries from Pizza to Amazon – the No-Driver Bike brings down the cost of delivery and makes the world a better place.
Here is a simple pitch to frame our
work on developing personas for
this project.
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The WorksheetWe’ll all be using this format of
worksheet to develop personas.
The first thing we’re going to do is
make ourselves as a persona.
Then we’ll work on making a draft
persona about someone else
We won’t work on validate personas
today
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Fancy PantsThere are lots of tools out there to
help you build personas. I don’t they
are helpful. I think they put drag on
your process and holes in your
wallet.
Your Mileage May Vary.
Do what works for you!
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The Process
Use Basic Supplies – sharpies/pens, stickies and
plain paper
Dump & Sort
Go Wide, Then Decide
Work At The Wall
Generate Independently – Discuss As Team
Sketch! Being visual helps creativity and expression
Time box – stay focused and turn off the censor
Quick Decision making – Dot Vote/Stack Rank
We’ll use a few key ideas to make
this a fast and efficient process that
is easy to repeat.
Key outcomes are to generate lots of
ideas and quickly filter and focus on
the important/valuable ideas.
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Persona Demos
Show & Tell For Grown Ups
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Driverless Bicycle for Disabled Persons Developed by IIT Kharagpur Students