1. Using personas in service design -
intranet
Tuuli Aalto-Nyyssönen
Jira and Confluence Nordic conference 25th October
2012 in Helsinki, Finland
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2. Personas are just one part of the
service design process…
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3. Feature oriented vs. user first
approach
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4. Feature oriented vs. user first
approach
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5. Feature oriented vs. user first
approach
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6. User-friendly approach
is a service design mindset.
Think differently.
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7. Using personas in service design:
Using personas – practical info
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8. What are personas?
”… user-centered design, personas are fictional
characters created to represent the different user
types within a targeted demographic, attitude
and/or behavior set that might use a site…”
” Personas may also be used as part of a user-
centered design process for designing software
and are also considered a part of interaction
design (IxD).”
”.. in most cases, personas are synthesized from
data collected from interviews with users. ”
Wikipedia: http://en.wikipedia.org/wiki/Persona_(user_experience)
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9. Benefits of using personas
• User first approach comes naturally
• Creates human fact to users and roles
• Easy to remember the user during the whole
process (design  implementing  release 
refine)
• Easy for the whole team to understand and use
for refining ideas and features
• Helpful when prioritizing features
• Great test profiles for your intranet!
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10. Persona description contains
(intranet design)
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11. Using personas in service design:
#1 Know your target audience
and define user roles
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12. … and recognize the most important
user groups…
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13. Map of target audience
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14. Define user roles
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15. Using personas in service design:
#2 Make fictional fact-based
personas to describe vital users
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16. First make a short poll for your
intranet users
• Make it short! 3-10 question max!
• Ask for information you really can use
• Numeric values are good for measuring your
success in long term but numbers don't bring
value in the beginning of the design process
• Make time to process the answers thoroughly
• Ask for volunteers… end user testing, detailed
interviews etc.
• …
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17. Interview vital user
Interview vital user
groups.
groups.
”This one is
”This one is
important for us!
important for us!
A team leader!”
A team leader!”
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18. Other
Team Devices,
apps in
leader Skills
use?
Gender,
Age
This is me (hi!), climbing up
Ambientia’s Turku office stairs and
taking the first picture with my new
iPhone 5 and sharing it to Twitter…
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19. Behavior
Limitations
patterns
Location!
… travel a lot…
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20. Work Interested
Skills related goals in…
This is what our team does during
workdays…
Mobile Tablet
a banana
Desktop
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21. What I really like is…
Great flow feeling in
Great flow feeling in To find all
To find all
general! To be able
general! To be able To use whatever
To use whatever
important material
important material
to make things
to make things device available to
device available to
in one place
in one place
ready! To have
ready! To have read and edit work
read and edit work
(tagged!). Easy
(tagged!). Easy
comments right
comments right related material.
related material.
share!
share!
away!
away!
Easy way to contact
Easy way to contact Good coffee. Old
Good coffee. Old
everyone instantly.
everyone instantly. coffee makes me go
coffee makes me go …
…
To see who is
To see who is 

online.
online.
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22. What I really hate is…
Loads of email
Loads of email Disruptions during
Disruptions during When IIcan’t open
When can’t open
blocking my work
blocking my work our teams daily
our teams daily files in train because
files in train because
flow!
flow! meeting.
meeting. VPN does not work!
VPN does not work!
Having aagreat blog
Having great blog
When IIcan’t stamp
When can’t stamp post idea but not
post idea but not
my working hours
my working hours having any time …
…
having any time
in train.
in train. writing it
writing it
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23. If sky was the limit I would…
Not recieve any
Not recieve any IIwould like file and
would like file and JIRA-tasks would
JIRA-tasks would
emails ––just use
emails just use material sharing to
material sharing to appear with one
appear with one
instant messaging!
instant messaging! be easy as dropbox!
be easy as dropbox! click!
click!
IIcould share my
could share my IIcould stamp my
could stamp my
Skype history
Skype history working hours with
working hours with …
…
directly to
directly to my mobile phone.
my mobile phone.
Confluence
Confluence Anywhere. Anytime!
Anywhere. Anytime!
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24. My organization wants me to…
Entry my working
Entry my working Share knowledge
Share knowledge Inspire my team to
Inspire my team to
hours and check my
hours and check my about my field of
about my field of make great
make great
teams workig hours
teams workig hours expertise to
expertise to achievements!
achievements!
while doing it.
while doing it. everyone.
everyone.
Inspire my team to
Inspire my team to Keep my customers
Keep my customers
write great blog
write great blog well informed about
well informed about …
…
posts!
posts! ongoing projects
ongoing projects
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25. … in freetime?
… during workday?
… in our current intranet?
… in our ERP?
… in our other tools?
… life goals?
… work related goals?
…
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26. Using personas in service design:
#3 Make the most of this data.
Use it to make requirements and
to plan features.
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27. Prioritize. Prioritize. Prioritize.
To use whatever
To use whatever
device available to
device available to Easy way to contact
Easy way to contact
IIwould like file and
would like file and read and edit job
read and edit job everyone instantly.
everyone instantly.
material sharing to
material sharing to related material.
related material. To see who is
To see who is
be easy as dropbox!
be easy as dropbox! online.
online.
Tuuli, team leader
Use pictures and fictional names to make the persona easier to remember!
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28. Refine: use methods like user stories,
use cases etc.
IIwould like file and
would like file and
material sharing to
material sharing to
be easy as dropbox!
be easy as dropbox!
• ”As a intranet user I want to be able to add big files
(like Power Point slideshows, pictures, pdf's etc.) with
drag'n'drop style.”
• ”As a intranet user I want to be able to edit files in
offline mode.”
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29. Using personas in service design:
#4 Test the intranet with real
people used behind personas.
Use protos and mock ups in early
stage of development.
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30. Use prototypes to test the user
experience before hand
How can IIadd these
How can add these
pictures to our
pictures to our
intranet? Where to
intranet? Where to
drag’n’drop?
drag’n’drop?
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31. Using personas in service design:
#5 Monitor and ask for feedback!
Refine and update personas to
make better user experience for
your audience.
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32. Using personas (intranet desing) –
practical info 1-5:
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33. Questions?
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34. Tuuli Aalto-Nyyssönen
Concept Designer at Ambientia
Phone: +358 44 331 4648
Email: tuuli.aalto-nyyssonen@ambientia.fi
Twitter: @turkutuuli