Pt 1 Personas 5 Part Web Seminar Series 08

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Experience Dynamics

Intro to personas, part 1 of 5 in the Demystifying Personas seminar series by Experience Dynamics

Technology Business

Personas Demystified PART 1: INTRO TO PERSONAS with Frank Spillers, MS Experience Dynamics 5-part Web Seminar Series

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Frank Spillers, MS

[object Object],[object Object],[object Object],[object Object],Personas go mainstream

How popular are personas? ,[object Object],Forrester Research TechStrategy Report: December 2003

At issue: Effective use ,[object Object],[object Object],>> Base your personas on real-world data

Personas Describe Behavior Market Research Behavioral Research

Personas help you understand: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What are Personas? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Adopt Scenario Design ,[object Object],[object Object],[object Object],Sept 2002, Forrester Research “Focus on Customer Experience not CRM”

Personas for Future Pacing http://www.vodafone.com/flash/futures

“ Create a shared understanding of customers and their goals by embracing personas…. Personas get you cross-company buy-in on who the most important customer segments are and what they want and need , which in turn provides an instant litmus test for whether you're making good design decisions or bad ones”. Forrester’s Harley Manning Personal Interview for NewsFactor.com article, Nov 04 This is the thing to do if you do nothing else.

Why Qualitative research? “ Qualitative research, unlike it’s quantitative counterparts challenges internally held assumptions, knowings and thinkings. It delves deeper into the problem-solving, decision making and sense-making structures that cause people to do what they do. Qualitative insights help justify priorities and needs, thus aligning requirements to real world scenarios”. -Frank Spillers, MS

What would happen if you did? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

5-part Web Seminar Series Thank You! See: www.ExperienceDynamics.com/training for parts 2-5

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This presentation aims to teach others how to use the user centered design methodology known as personas. Personas are archetypes (models) that represent groups of real users who have similar behaviors, attitudes, and goals. A persona describes an archetypical user of software as it relates to the area of focus or domain you are designing for as a lens to highlight the relevant attitudes and the specific context associated with the area of work you are doing.

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Pt 1 Personas 5 Part Web Seminar Series 08

1. Personas Demystified PART 1: INTRO TO PERSONAS with Frank Spillers, MS Experience Dynamics 5-part Web Seminar Series

3. 1. History of Personas

4. Shifting to Human Centered

8. Personas Describe Behavior Market Research Behavioral Research

9. 2. What are Personas?

10.

11.

12.

13.

14. Scenario, then use case

15.

16. 3. How are they used?

17.

18. Personas to Segment

19. Personas for Advertising

20. Personas for Marketing

21. Personas for Engagement

22. Personas for Future Pacing http://www.vodafone.com/flash/futures

23.

24. 4. Should you be using personas?

25. “ Create a shared understanding of customers and their goals by embracing personas…. Personas get you cross-company buy-in on who the most important customer segments are and what they want and need , which in turn provides an instant litmus test for whether you're making good design decisions or bad ones”. Forrester’s Harley Manning Personal Interview for NewsFactor.com article, Nov 04 This is the thing to do if you do nothing else.

26. Why Qualitative research? “ Qualitative research, unlike it’s quantitative counterparts challenges internally held assumptions, knowings and thinkings. It delves deeper into the problem-solving, decision making and sense-making structures that cause people to do what they do. Qualitative insights help justify priorities and needs, thus aligning requirements to real world scenarios”. -Frank Spillers, MS

27.

28. Reading

29. 5-part Web Seminar Series Thank You! See: www.ExperienceDynamics.com/training for parts 2-5

Pt 1 Personas 5 Part Web Seminar Series 08

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