JillienThe Santa Barbara UX Meetup PresenterAge: 30Location: Santa Barbara, CAEducation: Master’s DegreeHousehold Income: ...
Jillien            The Santa Barbara UX Meetup Attendee            Age: 30            Location: Santa Barbara, CANo-Bullsh...
What are personas?
“the user” = you
“the user” = you
“the user” = your mom
“the user” = a bunch of different people           (with stuff in common)
Personas are not real people, but they   represent them throughout the design process. They are hypothetical archetypes   ...
datapersonas
solution: the persona placemat
http://designedbyerica.com/portfolio_m2.html
http://wiki.fluidproject.org/display/fluid/Persona+Format
What do you mean my personas are bullsh*t?
Personas are not real people, but they  represent them throughout the design      process. They are hypotheticalarchetypes...
datapersonas
real data personas
real datafakepersonas
real datajust add bullsh*t!fakepersonas
http://www.thepassionoftheprogrammer.com/work/buckminster-fuller-institute/
http://creatingclassics.blogspot.com/2009/10/personas.html
http://designedbyerica.com/portfolio_m2.html
http://marketingenious.terapad.com/index.cfm?fa=contentNews.newsDetails&newsID=81532&from=archive
http://kikimarshall.wordpress.com/2011/11/24/its-persona-time/
most of the persona placemat is stuff that you made up
1. the smell of bullsh*t can be overwhelming
1. the smell of bullsh*t can be overwhelming2. average means boring
1. the smell of bullsh*t can be overwhelming2. average means boring3. making stuff up makes it easier to makestuff up
So how do I eliminate the bullsh*t?
datapersonas
preparation  the rightdata        synthesis   nakedpersonascommunicated^ appropriately           and applied
preparation  the rightdata        synthesis   nakedpersonascommunicated^ appropriately           and applied
start small
preparation  the rightdata        synthesis        personas naked               ,communicated appropriately              ^...
see what the numbers have to say
ask the right questions
1. ask them to tell a story2. ask to define a word3. keep asking why
preparation  the rightdata        synthesis        personas naked                ,communicated appropriately              ...
pull out the best stuff from your notes
I was in prison for 12years. When I got out, IDidn’t know how tosendemail.” - Aaron, user 12
analyze the users’ language
compare their behavior
define your dimensions
apply your model to everyone
re-arrange and group
preparation  the rightdata        synthesis        personas naked                ,communicated appropriately              ...
get at the core
cut out the bs, even when naming your     personas
make it digestible
preparation  the rightdata        synthesis        personascommunicated appropriately               ^           and applied
share direct research as much as possible
little details can be important
little details can be important
make it engaging, share the important insights
evangelize your personas“I’ve totally talked to people like that...” - Customer Service
discuss personally, small groups
preparation  the rightdata        synthesis        personascommunicated appropriately               ^           and applied
prioritize
“I think our users would“it would be cool             want...”        if...”  “I think our users would             want......
“I think a culture of asking instead of making upestablish  our users would            want...”
the lynda.com queue
“the queue needs to work for everybody”
“the queue needs to work for everybody”           “everybody” = ME
so we tested it with our actual users
“Hey, that’s just      “I’d just use ‘my coursewhat I was asking     history’... I just want to log      for...”          ...
YAY“Hey, that’s just what I   “I’d just use ‘my course history’... I just want to  was asking for...”    !                ...
... all the NAYs are“I can do if you want me to...”
good personas help with large and small decisions
In conclusion
preparation  the rightdata        synthesis   nakedpersonas             and applied               ^communicated appropriat...
use the personas to... ...establish a culture of research     ...confirm product directions                 ...kill the bul...
Thank you!     @jillchrist  @kristenjohansen
No-Bullsh*t Personas
No-Bullsh*t Personas
No-Bullsh*t Personas
No-Bullsh*t Personas
No-Bullsh*t Personas
No-Bullsh*t Personas
No-Bullsh*t Personas
No-Bullsh*t Personas
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No-Bullsh*t Personas

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Building personas is an important part of product development. It is essential for companies to understand the types of customers that use their product, or could use their product. However, the personas we produce are often full of extraneous, irrelevant, and fake information. This presentation will help you find and eliminate the BS from your personas, and help communicate your target audience's needs in a more effective, believable way.

Veröffentlicht in: Business, Technologie
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No-Bullsh*t Personas

  1. 1. JillienThe Santa Barbara UX Meetup PresenterAge: 30Location: Santa Barbara, CAEducation: Master’s DegreeHousehold Income: $150,000/yearOccupation: UX Research Thought LeaderJillien lives with her loving husband, dog, and two yearold daughter. She’s expecting her second child in a fewweeks. Jillien loves running marathons, walks on thebeach, and taking pictures of puppies to put on theinternet.Jillien doesn’t have a lot of time or resources at herdisposal, but her boss has told her that it’s veryimportant to start developing personas, so she grabs adelicious salad from her company cafeteria and gets towork learning about personas.
  2. 2. Jillien The Santa Barbara UX Meetup Attendee Age: 30 Location: Santa Barbara, CANo-Bullsh*t Personas Education: Master’s Degree Household Income: $150,000/year Occupation: UX Research Thought Leader Santa Barbara UX Meetup – February 16, 2012 Jill Christ + Kristen Johansen Jillien lives with her loving husband, dog, and two year old daughter. She’s expecting her second child in a few weeks. Jillien loves running marathons, walks on the beach, and taking pictures of puppies to put on the internet. Jillien doesn’t have a lot of time or resources at her disposal, but her boss has told her that it’s very important to start developing personas, so she grabs a delicious salad from her company cafeteria and gets to work learning about personas.
  3. 3. What are personas?
  4. 4. “the user” = you
  5. 5. “the user” = you
  6. 6. “the user” = your mom
  7. 7. “the user” = a bunch of different people (with stuff in common)
  8. 8. Personas are not real people, but they represent them throughout the design process. They are hypothetical archetypes of actual users. Although they areimaginary, they are defined with significant rigor and precision. - Alan Cooper, The Inmates Are Running the Asylum, 2004
  9. 9. datapersonas
  10. 10. solution: the persona placemat
  11. 11. http://designedbyerica.com/portfolio_m2.html
  12. 12. http://wiki.fluidproject.org/display/fluid/Persona+Format
  13. 13. What do you mean my personas are bullsh*t?
  14. 14. Personas are not real people, but they represent them throughout the design process. They are hypotheticalarchetypes of actual users. Although they are imaginary, they are defined with significant rigor and precision. - Alan Cooper, The Inmates Are Running the Asylum, 2004
  15. 15. datapersonas
  16. 16. real data personas
  17. 17. real datafakepersonas
  18. 18. real datajust add bullsh*t!fakepersonas
  19. 19. http://www.thepassionoftheprogrammer.com/work/buckminster-fuller-institute/
  20. 20. http://creatingclassics.blogspot.com/2009/10/personas.html
  21. 21. http://designedbyerica.com/portfolio_m2.html
  22. 22. http://marketingenious.terapad.com/index.cfm?fa=contentNews.newsDetails&newsID=81532&from=archive
  23. 23. http://kikimarshall.wordpress.com/2011/11/24/its-persona-time/
  24. 24. most of the persona placemat is stuff that you made up
  25. 25. 1. the smell of bullsh*t can be overwhelming
  26. 26. 1. the smell of bullsh*t can be overwhelming2. average means boring
  27. 27. 1. the smell of bullsh*t can be overwhelming2. average means boring3. making stuff up makes it easier to makestuff up
  28. 28. So how do I eliminate the bullsh*t?
  29. 29. datapersonas
  30. 30. preparation the rightdata synthesis nakedpersonascommunicated^ appropriately and applied
  31. 31. preparation the rightdata synthesis nakedpersonascommunicated^ appropriately and applied
  32. 32. start small
  33. 33. preparation the rightdata synthesis personas naked ,communicated appropriately ^ and applied
  34. 34. see what the numbers have to say
  35. 35. ask the right questions
  36. 36. 1. ask them to tell a story2. ask to define a word3. keep asking why
  37. 37. preparation the rightdata synthesis personas naked ,communicated appropriately ^ and applied
  38. 38. pull out the best stuff from your notes
  39. 39. I was in prison for 12years. When I got out, IDidn’t know how tosendemail.” - Aaron, user 12
  40. 40. analyze the users’ language
  41. 41. compare their behavior
  42. 42. define your dimensions
  43. 43. apply your model to everyone
  44. 44. re-arrange and group
  45. 45. preparation the rightdata synthesis personas naked ,communicated appropriately ^ and applied
  46. 46. get at the core
  47. 47. cut out the bs, even when naming your personas
  48. 48. make it digestible
  49. 49. preparation the rightdata synthesis personascommunicated appropriately ^ and applied
  50. 50. share direct research as much as possible
  51. 51. little details can be important
  52. 52. little details can be important
  53. 53. make it engaging, share the important insights
  54. 54. evangelize your personas“I’ve totally talked to people like that...” - Customer Service
  55. 55. discuss personally, small groups
  56. 56. preparation the rightdata synthesis personascommunicated appropriately ^ and applied
  57. 57. prioritize
  58. 58. “I think our users would“it would be cool want...” if...” “I think our users would want...”“it would be cool if...” “I think our users would want...”“it would be cool if...” inform product decisions “I think our users would want...”“it would be cool if...” “I think our users would want...”“it would be cool “I think our users would if...” want...”“it would be cool if...”
  59. 59. “I think a culture of asking instead of making upestablish our users would want...”
  60. 60. the lynda.com queue
  61. 61. “the queue needs to work for everybody”
  62. 62. “the queue needs to work for everybody” “everybody” = ME
  63. 63. so we tested it with our actual users
  64. 64. “Hey, that’s just “I’d just use ‘my coursewhat I was asking history’... I just want to log for...” “Is the queue in and finish what I’ve been new?” working on..
  65. 65. YAY“Hey, that’s just what I “I’d just use ‘my course history’... I just want to was asking for...” ! NAY! log in and finish what I’ve been working on.. Get in and get out.” HUH? “Is the queue new?”
  66. 66. ... all the NAYs are“I can do if you want me to...”
  67. 67. good personas help with large and small decisions
  68. 68. In conclusion
  69. 69. preparation the rightdata synthesis nakedpersonas and applied ^communicated appropriately
  70. 70. use the personas to... ...establish a culture of research ...confirm product directions ...kill the bullsh*t
  71. 71. Thank you! @jillchrist @kristenjohansen

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