Design with Personas: A Lean Approach
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Davide ‘Folletto’ Casali
DESIGN WITH PERSONAS A LEAN APPROACH
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UX Redirector Advisor
NIGHT.EU
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@Folletto
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THE PRODUCT/USER DISCONNECTION
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The product shadow
DISCONNECTION 1
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A business at its core is a person helping another person.
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To make that help scale we added layers: software.
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That same software casts a shadow hiding the users.
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Slowly, naturally, we consider the software as the end goal.
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Design for Functions
Design for Humans
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The elastic u
ser
DISCONNECTION 2
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user
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user user
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user user
user
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Implicit users
Explicit users
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“”
Alan Cooper
The best way to successfully accommodate a variety of users is to design for specific types of individuals with specific needs.
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1
How do we keep
the user in focus?
2
How do we keep
the team aligned?
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THE PERSONAS PERSPECTIVE
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“”
Attributed to Henry Ford
If I’d asked people what they wanted, they’d have asked for a faster horse.
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The “I have no clue” quote
ALSO REFERRED AS:
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why?
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faster horse
?why
+
INTERNET
AIRPLANES
DELIVERIES
NEWSPAPERS
LUNA PARKS
=
ETC…
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Personas
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“
”Alan Cooper
Personas provide us with a precise way of thinking and communicating about how users behave, how they think, what they
wish to accomplish, and why.
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Market Segment
Personas
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Behaviour Goal Why
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Your Service Journey
THE EXTENDED JOURNEY
THE CONTEXT BEYOND YOUR SERVICE
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Personas are not a deliverable
(but one of the steps is a deliverable)
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Consider personas as data synthesis
(but yeah, personas are models)
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Research
Keep Researching
UsePersonas
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DATA COLLECTION
DATA CLUSTERING
PERSONAS SHAPING
PERSONAS WEIGHTS
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But… they aren’t real!
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PERSONAS DAY TO DAY
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USE PERSONAS TO
Design
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USE PERSONAS TO
Reference Data
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USE PERSONAS TO
Prioritize & Plan
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USE PERSONAS TO
Do Ticket Triage
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THE WORDPRESS.COM CASE STUDY
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Plan
Inte
rvie
ws
Surveys
Data R
eview
Synth
esis
Personas
R1 SPRINT4 weeks activity
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Polldaddy
TOOLS USED
Google Docs
+ your internal collaboration tools
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survey
interviews
data since 2011
new data
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[persona Santiago]
Custom Shortcode Plugin
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MAKE YOUR OWN PERSONAS SITE
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POSTS CATEGORIES
Atomized data points
Matching the personas
PAGES
One for each persona
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POSTS
Atomized data points
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CATEGORIES
Matching the personas
=
Deborah DeborahPERSONA CATEGORY
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PAGES
One for each persona
Name
Weight %
Introduction paragraph
Goals
Pain points
Quote
Atomized Data
Photo
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[display-posts category="deborah" posts_per_page="-1"]
Display Posts Shortcode Plugin
wordpress.org/plugins/display-posts-shortcode/
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Atom of Data
Atom of Data
Atom of Data
Atom of Data
Atom of Data
Persona 1 Persona 2 Persona 3
Home
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With every new research you atomize and link to persona.
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Search…
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“
”Bruno Munari
To complicate is easy, to simplify is hard. To complicate, just add,
everyone is able to complicate. Few are able to simplify.
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Thanks.
@Folletto