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Using personas
to target users




Dave Neary
Open Source & Standards
Red Hat
dneary@redhat.com

                          Icons: CC BY-SA
                             Tango Project
Problem statement

●   “Our users want...”
●   “We have to think of end users”
●   “No-one uses <feature X>”
●   “We need <feature Y>”
●   “We have to have source code / bug tracker /
    license / downloads / news on the front page”
What is marketing?
Know your target audience




                                     CC BY-SA,
                            vizzzual.com @ flickr
Fix a problem they have
Get the word out
Go to where your users are




                             Credits: CC BY-NC
                                xckd.com/1012
Make it easy for people to try and use




                                      Credits: CC BY-NC-ND
                                    Come0nEileen, DeviantArt
Be nice!




           :-)
Persona{e,s}
The Origin of Personas
Persona basics

●   A persona should have enough detail to make the
    person “feel” real
    –   Name
    –   Photo
    –   Age
    –   Job
    –   Family situation
●   Distilled characteristics of market segment (Cooper
    calls these “archetypes”)
oVirt example

●   Frank, 32, DevOps in
    mid sized company
●   Trusted to make tech
    choices for evaluation
●   Tech enthusiast,
    hobbyist programmer
JBoss example

    ●   Matthias, 40-50, Senior
        application developer
    ●   Career IT professional,
        late adopter, uses
        Eclipse on Windows.
    ●   Responsible for internal
        application development
        in his company
    ●   Family man


Persona © Red Hat
Reproduced with permission
What use are they?

●   Do I need a different user interface for different
    users?
    –   In-flight entertainment: passenger, hostess, airline
        technician, manager of media partnerships
    –   Educational software – kids (by age), teachers,
        parents
●   How can I reach my target audience?
    –   What magazines, blogs, news sites does Frank read?
    –   Does he go to conferences? If so, which ones?
What use are they? (2)

●   What features do I need?
    –   Does Frank really need this feature?
    –   Can we pick better defaults to avoid asking Matthias
        questions which would make him nervous?
    –   Somebody better be able to install & demo JBoss in
        30 minutes, or Matthias will dismiss it
●   What should our website look like?
    –   Jane will want to get links to help before she hears
        about the latest features
Personas focus debate and discussion




                                                Credit: CC BY
                             Nina Matthews Photography@flickr
Creating a persona




  Step 1:
  Interviews




                     Credits: CC BY-NC-SA
                              toastkid@flickr
Creating a persona




Step 2:
Cluster and
consolidate
profiles into
archetypes
Creating a persona




Step 2:
Cluster and
consolidate
profiles into
archetypes
Community types
●   User & Deployer communities
    –   Engaged user – Want to share experiences, help others
        advocate project
    –   Deployer/developer – Packagers, integrators,
        documentation, translation, people who bridge code to
        user
●   Core developer communities
    –   Extension developer – plug-ins, extensions, integration
        with 3rd party applications
    –   Core developer – Core code
Creating a persona




  Step 3:
  Simplify into
  archetypes




                         Credits: CC BY-SA-NC
                     fedoreando.wordpress.com
End result

●   Easier design and product conversations about
    target users and audiences
●   A better idea of publications, conferences and
    websites to target with outreach
●   A better idea of what your users want from your
    website and community experience
●   More, happier users!
The end. Questions?




                                        Dave Neary
                         Open Source and Standards
                                           Red Hat
Credits: CC BY-NC-ND
limpa-vias.blogspot.fr
                                dneary@redhat.com

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Using Personas to Target Users

  • 1. Using personas to target users Dave Neary Open Source & Standards Red Hat dneary@redhat.com Icons: CC BY-SA Tango Project
  • 2. Problem statement ● “Our users want...” ● “We have to think of end users” ● “No-one uses <feature X>” ● “We need <feature Y>” ● “We have to have source code / bug tracker / license / downloads / news on the front page”
  • 4. Know your target audience CC BY-SA, vizzzual.com @ flickr
  • 5. Fix a problem they have
  • 7. Go to where your users are Credits: CC BY-NC xckd.com/1012
  • 8. Make it easy for people to try and use Credits: CC BY-NC-ND Come0nEileen, DeviantArt
  • 9. Be nice! :-)
  • 11. The Origin of Personas
  • 12. Persona basics ● A persona should have enough detail to make the person “feel” real – Name – Photo – Age – Job – Family situation ● Distilled characteristics of market segment (Cooper calls these “archetypes”)
  • 13. oVirt example ● Frank, 32, DevOps in mid sized company ● Trusted to make tech choices for evaluation ● Tech enthusiast, hobbyist programmer
  • 14. JBoss example ● Matthias, 40-50, Senior application developer ● Career IT professional, late adopter, uses Eclipse on Windows. ● Responsible for internal application development in his company ● Family man Persona © Red Hat Reproduced with permission
  • 15. What use are they? ● Do I need a different user interface for different users? – In-flight entertainment: passenger, hostess, airline technician, manager of media partnerships – Educational software – kids (by age), teachers, parents ● How can I reach my target audience? – What magazines, blogs, news sites does Frank read? – Does he go to conferences? If so, which ones?
  • 16. What use are they? (2) ● What features do I need? – Does Frank really need this feature? – Can we pick better defaults to avoid asking Matthias questions which would make him nervous? – Somebody better be able to install & demo JBoss in 30 minutes, or Matthias will dismiss it ● What should our website look like? – Jane will want to get links to help before she hears about the latest features
  • 17. Personas focus debate and discussion Credit: CC BY Nina Matthews Photography@flickr
  • 18. Creating a persona Step 1: Interviews Credits: CC BY-NC-SA toastkid@flickr
  • 19. Creating a persona Step 2: Cluster and consolidate profiles into archetypes
  • 20. Creating a persona Step 2: Cluster and consolidate profiles into archetypes
  • 21. Community types ● User & Deployer communities – Engaged user – Want to share experiences, help others advocate project – Deployer/developer – Packagers, integrators, documentation, translation, people who bridge code to user ● Core developer communities – Extension developer – plug-ins, extensions, integration with 3rd party applications – Core developer – Core code
  • 22. Creating a persona Step 3: Simplify into archetypes Credits: CC BY-SA-NC fedoreando.wordpress.com
  • 23. End result ● Easier design and product conversations about target users and audiences ● A better idea of publications, conferences and websites to target with outreach ● A better idea of what your users want from your website and community experience ● More, happier users!
  • 24. The end. Questions? Dave Neary Open Source and Standards Red Hat Credits: CC BY-NC-ND limpa-vias.blogspot.fr dneary@redhat.com