Personas before stereotypes

#pb4pixels @rosebotanic@thedxw www.dxw.com #pb4pixels @rosebotanic@thedxw www.dxw.com

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Personas before stereotypes

How to visualise users of digital services

#pb4pixels @rosebotanic@thedxw www.dxw.com

We will cover:

￫ What are personas

￫ How to make personas

￫ Personas as controversial

￫ Do personas have value in development?

Today


What are personas?


The purpose of personas is to create reliable and realistic representations of your key audience segmentations for reference”

“

usability.gov


Personas

Can:


Personas

Can:

￫ Communicate findings of research quickly


Personas

Can:


￫ Help developers visualise the users of a service


Personas

Can:



￫ Create empathy with user needs


Personas

Can:



￫ Create empathy with user needs

￫ Test development decisions during sprints


Task: Groups

￫ Find people you don’t know

￫ Introduce yourself

￫ Pick a theme

￫ Choose a public sector website you’re all familiar with that

relates to the theme

￫ Don’t open the envelopes!


Example: Persona template


Name

Age

Occupation

From

Status

Upbeat Single parent

Quote: what do they say?”“

Photo of person

Photo of devices

t f

Internet transactions

Online Media

Social Networks

List of devices they use to access the internet

Life motivation:

Photo of motivation

Top need

● …

● …

● …

Top fears

● …

● …

● …


Task: Quantitative

￫ Open Quantitative envelope

￫ Look through the statistics

￫ Discuss what you can infer from the data about the users of

the service

￫ Identify a user type

￫ Add detail to your persona template


Name

Age

Occupation

From

Status



Photo of person

Photo of devices

t f


Online Media

Social Networks


Life motivation:

Photo of motivation

Top need

● …

● …

● …

Top fears

● …

● …

● …


Task: Qualitative

￫ Open Qualitative envelope

￫ Look through the quotes


the service

￫ How does this impact your user type?



Name

Age

Occupation

From

Status



Photo of person

Photo of devices

t f


Online Media

Social Networks


Life motivation:

Photo of motivation

Top need

● …

● …

● …

Top fears

● …

● …

● …


Task: Usability testing

￫ Open Usability testing envelope

￫ Look through the quotes


the service

￫ How does this impact your user type?



Task: Make them human

Think about who your persona is as a human

￫ Come up and get some pictures

￫ Give your persona a name

￫ Review your persona - does this feel right?

￫ Stick them up on the walls


Personas as controversial

￫ Reduce the richness of research




￫ Encourage developers and decision makers to think in

stereotypes or segments




￫ Encourage developers and decision makers to think in

stereotypes or segments

￫ Focus public sector services on individuals not

communities


Personas risk vs value

￫ Encourage your team to break stereotypes down




￫ Communicate just enough research for quick decision

making




￫ Communicate just enough research for quick decision

making

￫ Encourage people to ask questions about users


Cool


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Personas before stereotypes

Design

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