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20 min fusion day persona talk

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A look into how we use personas and whether they are successful tools.

Veröffentlicht in: Design
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20 min fusion day persona talk

  1. 1. From Cradle to Grave: Where does the Persona Live? Ramya @rams_mahalingam
  2. 2. PERSONA A persona is a fictional, yet realistic, description of a typical or target user of the product. — Aurora Bedford, Nielsen Norman Group
  3. 3. we’re not designing for ourselves
  4. 4. EMPATHY
  5. 5. EMPATHY JUDGEMENT
  6. 6. “Why are the poor people’s pictures so much worse?”
  7. 7. “Why are the poor people’s pictures so much worse?” “Because these people represent who we serve.”
  8. 8. “Why are the poor people’s pictures so much worse?” “Because these people represent who we serve.” “But why are the pictures of everyone else stunning? If this is how we view poor people (scuzzy, dirty), it will come across in our service to them – which is just as valuable as to the ‘good’ patrons.”
  9. 9. “Why are the poor people’s pictures so much worse?” “Because these people represent who we serve.” “But why are the pictures of everyone else stunning? If this is how we view poor people (scuzzy, dirty), it will come across in our service to them – which is just as valuable as to the ‘good’ patrons.”
  10. 10. R.I.P.
  11. 11. 1. our comfort levels
  12. 12. we tend to make personas that are safe, comfortable, and familiar
  13. 13. 2. reductionary & exclusionary
  14. 14. I’m guilty about not using it right, or not using it enough Who I am is not captured I feel “Othered” I feel less important All of these personas are younger than me…does that make me old?
  15. 15. I feel like I’m using something that wasn’t really built for me
  16. 16. 3. the focus
  17. 17. 1. our comfort levels 2. reductionary & exclusionary 3. the focus
  18. 18. person-nah’s?
  19. 19. PROTO – PERSONAS
  20. 20. SKETCH + NAME
  21. 21. SKETCH + NAME DEMOGRAPHICS
  22. 22. SKETCH + NAME DEMOGRAPHICS BEHAVIORS + MOTIVATIONS
  23. 23. SKETCH + NAME DEMOGRAPHICS BEHAVIORS + MOTIVATIONS GOALS
  24. 24. SKETCH + NAME DEMOGRAPHICS BEHAVIORS + MOTIVATIONS GOALS
  25. 25. SKETCH + NAME DEMOGRAPHICS BEHAVIORS + MOTIVATIONS GOALS
  26. 26. SKETCH + NAME DEMOGRAPHICS BEHAVIORS + MOTIVATIONS GOALS
  27. 27. SKETCH + NAME DEMOGRAPHICS BEHAVIORS + MOTIVATIONS GOALS
  28. 28. appearances and market segments goals and motivations
  29. 29. appearances and market segments goals and motivations
  30. 30. Katie 25 years old Female Chapel Hill Political Science major Registered independent Drinks a latte every morning Listens to Belle and Sebastian Bikes to work Wants to develop an A+ coffee palate Loves meeting new people To easily enter equipment updates Keep track of when to order more syrups, etc. Find a job at a political theory publication
  31. 31. Katie 25 years old Female Chapel Hill Political Science major Registered independent Drinks a latte every morning Listens to Belle and Sebastian Bikes to work Wants to develop an A+ coffee palate Loves meeting new people To easily enter equipment updates Keep track of when to order more syrups, etc. Find a job at a political theory publication
  32. 32. 25 years old Drinks a latte every morning Wants to develop an A+ coffee palate To easily enter equipment updates Keep track of when to order more syrups, etc.
  33. 33. 25 years old Drinks a latte every morning Wants to develop an A+ coffee palate To easily enter equipment updates Keep track of when to order more syrups, etc. iPhone 6 + Macbook Air
  34. 34. iPhone 6 + Macbook Air Typically tired when getting into work 25 years old Drinks a latte every morning Wants to develop an A+ coffee palate To easily enter equipment updates Keep track of when to order more syrups, etc.
  35. 35. iPhone 6 + Macbook Air Typically tired when getting into work Interested in different coffee properties 25 years old Drinks a latte every morning Wants to develop an A+ coffee palate To easily enter equipment updates Keep track of when to order more syrups, etc.
  36. 36. REFERENCES Persona Non Grata, Dan Saffer, August 17 2005 Personas are "empathy tools," not stereotypes, Sam Ladner, 
 November 17 2008 A Closer Look At Personas: What They Are And How They Work (Part 1), Shlomo Goltz, August 6 2014 Resurrecting Dead Personas, Meg Dickey-Kurdziolek, July 26 2016 Designing for imaginary friends: information architecture, personas and the politics of user-centered design, Adrienne L. Massanari, 
 June 12 2010 Is stereotyping inevitable when designing with personas?, 
 Phil Turner and Susan Turner, July 27 2012 Crappy Personas vs. Robust Personas, Jared Spool, November 14 2007 The Inmates are Running the Asylum, Alan Cooper, January 1 1999 Ramya @rams_mahalingam

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