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Adrian Howard (@adrianh)
Iterative Persona
#agileotb 2016
https://commons.wikimedia.org/wiki/File:Sketchy_(443136151).jpg
https://commons.wikimedia.org/wiki/File:Cat_on_laptop_-_Just_Browsing.jpg
http://commons.wikimedia.org/wiki/File:Mr._Maji,_a_long-haired_orange_cat_with_white_muzzle.jpg
https://www.flickr.com/photos/2top/8507775261/
http://commons.wikimedia.org/wiki/File:Hello_Kitty-Bremen.jpg
https://www.flickr.com/photos/hansthijs/3586762234/
http://memegenerator.net/instance/54376410
Persona
https://www.flickr.com/photos/ltangelini/4683559792/
http://commons.wikimedia.org/wiki/File:The_Thinker_Musee_Rodin.jpg
Analysis

& Synthesis
http://www.slideshare.net/toddwarfel/data-driven-personas
https://www.flickr.com/photos/hansthijs/3586762234/
http://commons.wikimedia.org/wiki/File:Rows_of_Bookshelves.jpg
https://www.flickr.com/photos/baltasar89/15668939281
http://www.amazon.co.uk/gp/product/B006BVW09G/
https://www.flickr.com/photos/ykjc9/4143179870/
Problem?
Agile
https://commons.wikimedia.org/wiki/File:Extreme_Programming.svg
XP + SCRUM + DSDM + ASD + Crystal + FDD + Pragmatic + etc.
Lean Startup
Customer Development + Agile + Lean
buildlearn
measure
productdata
ideas
Lean UX
Lean Startup + UX + Design Thinking
makethink
check
Whatever ™
You know, for kids! 

actionaction
action
thingthing
thing
mighty

circle
o’feedback
Persona problems…
• Presented as truth 

• Large up-front investment of time, money & people

• Need a fairly good grasp of our market 

• Tends to result in set-and-forget persona

• Introducing products changes the world
http://www.uie.com/brainsparks/2008/01/24/personas-are-not-a-document/
Personas are to Persona
Descriptions as Vacations are to
Souvenir Picture Albums

— Jared Spool
https://www.flickr.com/photos/library_of_congress/2163462230/
Sam Bossman, 

VP of Sales
https://www.flickr.com/photos/powerhouse_museum/3876631361/
Pat Minion, 

Sam’s PA
Iterative Persona
1. Define
http://www.slideshare.net/clevergirl/luxr-oneday-workshop/73
From Lean Customer Development by Cindy Alvarez
https://www.flickr.com/photos/rbowen/1148435913
Apply the truthiness scale…
Made up sh*t True
Made up sh*t True
http://commons.wikimedia.org/wiki/File:Cat_skeleton_-Booth_Museum,_Brighton_and_Hove,_East_Sussex,_England-20Oct2011.jpg
2. Refine
Add structure…
Made up sh*t True
TrueStrongWeakGuess
Add rules…
TrueStrongWeakGuess
TrueStrongWeakGuess
TrueStrongWeakGuess
TrueStrongWeakGuess
TrueStrongWeakGuess
bit.ly/indipersona
http://memegenerator.net/instance2/4853223
https://twitter.com/guspower/status/448487628107575296/photo/1
http://commons.wikimedia.org/wiki/File:Big_Fat_Red_Cat.jpg
3. Realign
http://commons.wikimedia.org/wiki/File:International_tidyman.svg
http://pixabay.com/en/viewpoint-gazebo-lookout-point-99199/
http://pixabay.com/en/sign-signs-traffic-road-street-39400/
http://pixabay.com/en/traffic-sign-road-sign-shield-6664/
The Good, the Bad & the Ugly
Communicates risk and
confidence, not truth
Lets you get people started
quickly & cheaply
Whole team approach
eases adoption
Embraces change
Organisation still has to buy in
Folk forget refine & realign
http://memegenerator.net/instance/54379154
Made up sh*t True
TrueStrongWeakGuess
http://pixabay.com/en/traffic-sign-road-sign-shield-6664/
Traditional Lean / Agile
research phases ⟶ research cadences
solo & silo work ⟶ whole team work
deliver truth ⟶ show risk & process
DO LESS

TOGETHER

MORE OFTEN

to do

MORE
Adrian Howard (@adrianh)

quietstars.com
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