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Should we kill personas?
Marine Barbaroux - @miss_embe
Head of UX, Red Gate
30 Apr 2014
image: hugh mcleod - @gapidvoid
image: Ben Melbourne - @benmel
1) the "cooper"
• Designed to create
empathy.
• Requires research up
front.
• They are not aligned with
MKT personas (MKT
comes after design)
• Sometimes, they were not
credible because they use
irrelevant details
• They are hard to keep up
to date
• They REQUIRE
CUSTOMERS to be
designed.
2) the Lean UX ad-Hoc (or proto) personas
image: Jeff Gothelf
• Designed to create
alignement in the team.
• Assumes the customer is
an hypothesis like the
others.
• Quicker to do, but can
be very wrong, so you
need to check your
model exists --> there
are many more things to
check.
• Complexify hypothesis
(don't know if your
product or customers is
wrong).
images: @alanklement
3) No persona: Job stories instead of User stories
• Based on the "Job to
Be Done" theory.
• Claims personas are
reduced to
demographics that
don’t acknowledge
causality.
• Decouple
implementation with
motivations and
outcomes.
• Bring more context,
situations and anxiety.
image: (c) 1993 Steve McConnell
... but fundametaly, are they so different?
image: @miss_embe
product maturity
ad-hoc persona
persona
JTBD
timeline
• These tools are complementary
• Always keep an eye on your users/customers
• Keep an eye on their enviroment too: it might change their goals
• It doesn't matter what persona artifacts look like
• Understand the forces that drive your users/customers
• Modify your views and product accordingly
conclusion
www.cooper.com/journal/2014/04/barry-the-blog-post
asinthecity.com/2011/05/13/explaining-personas-used-in-ux-design----part-1/
asinthecity.com/2011/05/13/explaining-personas-used-in-ux-design----part-2/
www.udemy.com/ultimate-guide-to-ux/#/lecture/209590
www.jeffgothelf.com/blog/using-personas-for-executive-alignment/
jobstobedone.org/
insideintercom.io/using-job-stories-design-features-ui-ux/
Understanding the job by C.Christensen: www.youtube.com/watch?v=f84LymEs67Y
references

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How useful are personas in different dev environments?