How to recognize the Agile Zombie Persona Apocalypse
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[original presentation contained sound, animation and video which is not supported here ] Are User Personas haunting your product? Did your team create some personas at the start of your project but then never use them? Are they fading stuck up on a wall somewhere, technically now just dead weight...irrelevant, moaning...’braiinsss...’!! User Personas are the grounding for productive conversations with stakeholders and cross functional teams, that shift away from debating personal opinions into decision-making based on empirical data. Mike Rawling share's his experience of how you can work with personas in a pragmatic way that fits into the world of Agile without compromising UX, XP/Agile or Lean principles. Come to this session to find out how to blend personas into your Agile process so they continue to serve as a useful reference for your team and stakeholders throughout product development. Get ready for a Zombie Persona Apocalypse!
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How to recognize the Agile Zombie Persona Apocalypse
- 4. Any questions welcome! - later, please…
- 5. Welcomed interruptions*: a) a zombie apocalypse b) Nothing. * Oh, and please set your phones to silent… @hedshot #uxcam #zombiepersonas
- 6. Warning: may contain… Unruly culture…
- 9. Me UX history dating back to ’98 – pre “UX”!!! Consulted, Designed, Engineered, Led, Coached, Trained: Teams and such Initiatives for Tesco, Konami, Camelot, LoveFilm and Granada, Wiley Publishing and Unruly (and the Umbrella Corporation)… Mike Rawling UX Team-Of-One Unruly, London: Interaction Designer, UI Engineer, UX Coach and mentor, UI Designer, UX Research: user testing, usability testing, ethnographic, contextual analysis, observation,
- 10. Context: Unruly… Committed to eXtreme Programming and Agile culture Adventurous, entrepreneurial spirit! CEO: “Do Lean Start-up”….I hear “Do Lean UX”
- 11. Made of 3 development teams: Each consists of about approx. 4 java-centric, stupidly intelligent, eXtreme Programmers Team has greatly varying levels of working experience and interests Extremely varying levels of customer facing front-end design or development 1 Zombie Eradication Specialist UX Practitioner Context ‘ProDev’ team
- 13. What is: the zombie persona apocalypse? Field Guide: Recognising Zombie Personas Fight back! A little Zombie eradication too This morning…
- 14. Quick check for zombies…
- 16. This morning…
- 17. What are User Personas? How do ux people define Personas?
- 19. Persona history? Coined by Alan Cooper 30 years ago... In Ogilvy’s Customer Prints in 1993 and… Verplank, Fulton, Black and Moggridge: “…the use of scenarios…” at InterCHI also1993 Since then much comment and research Cooper, Kim Goodwin… ...like 2008 research results in favour of photos / face images
- 20. Persona history? UX Magazine art. #963, Kyra Edeker, Jan Moorman
- 21. fictional but research/data-based conglomerations of user attributes a persona is an archetypal representation of a user Has a name, photograph, a story & byline Pain points, goals, tools, characteristic detail Hierarchical Classic persona:
- 23. You can’t NOT have personas! Why have personas? If you don’t they will just be: Presumed Different for each team member All hidden from each other!
- 24. Stakeholder + team alignment = full team cohesion! Why personas?
- 25. Stops: “If I was…” - Emotive / too subjective - Makes it personal Why personas? Y.A.N.Y.U Starts: “If {persona b} was using…” - More objective and productive - ‘externalising’ of discussions you are not your user Project User Experience Good Practice Subject Users Status Finaluser experience mantras - #1: you are not user
- 26. Sensitizes team to Users’ plight… Why personas? Creating greater user empathy in an Agile/Lean/XP team Throughout the whole process
- 27. UX must be a company wide responsibility. Why personas? Helps share customer knowledge across product team…and company…
- 29. “zom·bie” Variant(s): also zom·bi ˈzäm-bē ; Function: noun; Etymology: Louisiana Creole or Haitian Creole zonbi, of Bantu origin; akin to Kimbundu nzúmbe ghost; Circa: 1871 1. A corpse reanimated by various means either supernatural or mundane whose body continues to move despite a lack of normal biological function. 2. A living being stripped of it’s will, humanity, and normal behavior by outside forces either supernatural and mundane. 3. A mixed drink made of several kinds of rum, liqueur, and fruit juice.
- 31. Zombies through history… “…And will let the dead go up to eat the living! And the dead will outnumber the living!...” Ishtar, The Epic of Gilgamesh - Scandinavian Draugr - Japanese Jikininki - Hindu and Buddhist Rakshasa
- 32. Zombies got here from… Africa…
- 33. Zombies got here from… Via haiti…
- 34. Zombies got here from…
- 37. Zombie Classification Project Biological Zombies - Pathogens (Viral, Bacterial, Alien.) - “28 Days, Resident Evil”, “World War Z”, “Pontypool,” - Parasites/Symbiotes (Fungus, Plants, Alien Spores…. Etc…) - “Resident Evil 4 Video Game”, “Half-Life Video Game”, “Slither”, “Night of the Creeps”, “The Puppet Masters”, “Invasion of the Body Snatchers”, Supernatural Zombies - Magic (Black Magic, Curses, Necromancy, Pure willpower/rage) - “The Ressurected“, “Undead or Alive”, “Pet Sematary”, - Religious (Voodoo, God did it, The Devil did it, Hell’s full, etc) - Fulci’s “City of the Living Dead”, “White Zombie”, “House of the dead”, - Supernatural Entities (Possession, Spirits [This can be the original persons spirit or "Something" else], Demons, Vampiric, etc - “REC & REC 2“, The Evil Dead Series, “Dead and Breakfast”, “Creepshow”,) Chemical Zombies Chemical zombies are split up according the the “Purpose” of the reanimating chemistry. Otherwise you might as well lump them all together, but I think there is enough of a difference between them to warrant giving them each a category: - Pharmaceutical (These were drugs intended to help humans….. instead…. oh crap! zombies!) (Drugs, the whacki weed, Loritab,) - “The Stuff”, Herbert West’s Serum from “The Reanimator” - Toxic/Medical Waste (Discarded waste material that spontaneously raises the dead) - “Tokyo Zombie”, “Night of the living dead 3d”) Chemical side effects (Compounds that create zombies as a side affect) (Trioxin) - “Return of the Living Dead” , “Planet Terror“, Technological Zombies - Dark Science or Medical Experimentation gone awry – “Phantasm”, “Shock Waves”, “The Dead Pitt”, Nanobots Or Cybernetics “Invaders from Mars”, The Constructed “Frankenstien’s Monster”… What? he’s built from Dead bodies, that’s gotta count?) Energy Zombies - Radiation/Electrical - “Romero Zombies” a.k.a. “Night of the Living Dead”) - Alien Unknown Energy - “Plan Nine from outer space”, “Night of the Comet”,
- 38. zombie.wikia.com, by author.. Romero zombies Brooks & Resident-Evil zombies virus! Valve zombies: alien infection, headcrabs Fast Zombies: Zombieland, 28 days later… Nazi zombies – see the SciFi channel…
- 39. Zombies are this too…
- 40. Zombies – but mostly these..
- 41. But that’s just all Hollywood make believe…
- 42. Noooo!…..
- 43. agile zombies in your area!
- 45. What is this ‘Zombie Persona Apocalypse’?
- 46. Zombie personas are… Created at the beginning of a project them never used… Discarded in a file system, alone… Forgotten about… Untended… Unused… Unloved… Unfed… …Undead!
- 47. Poor, lonely personas… Personas: can become sick…infected…
- 48. Do you have an impending zombie persona apocalypse??
- 49. Let’s zero in on Zombies! …start eradicating the threat now!
- 50. Introducing Mike’s Lightweight, Zombie Persona: Apocalypse Survival Guide…
- 51. How can you stop the spread?
- 52. Encourage your team to embrace weird science: create living breathing personas!… Zero the zombie threat!
- 53. Effective persona workshops include people with primary experience of users…and the team who will use them Zero the zombie threat!
- 54. Get engagement and active sign off and a hierarchy from stakeholders…and it may even help align your whole company! Zero the zombie threat!
- 55. Sessions with C-levels, Senior Execs & start-up Founders… Reality Warping effect they can have on staff members' answers… …have a number of different persona workshops.. Zero the zombie threat!
- 56. Keep you personas alive: Print them BIG! Wall mount them! Zero the zombie threat!
- 57. Personas named in User Stories Zero the zombie threat! As {your persona} I would like to {have a feature} so that I {get value}
- 58. nurturing empathy Persona ‘stickers’ on story cards Zero the zombie threat!
- 59. Sticky engagement…with magnetic personas! Zero the zombie threat!
- 60. They are hypotheses – keep testing them! Zero the zombie threat!
- 61. Phew! So that’s it….
- 62. Hell no, it doesn’t stop there…
- 63. Don’t panic!
- 64. Ghost personas…
- 66. Ghost personas… No supporting evidence, no data, no substance…
- 67. Ensure personas are based on good quantitative and qualitative sources from... Gazump ghost personas!
- 68. Gazump ghost personas! Use User Intelligence from: Data analysis, Logs, Google Analytics…
- 69. Gazump ghost personas! Use User Intelligence from: f2f interviews with users, user and usability testing… Rich, ‘primary-est’ evidence!
- 72. Dr Frankenstein’s personas… The sum of the parts…not refined or integrated…
- 73. Watch out for fragmented personas made up of parts by… Dodge Dr. Frankenstein's monsters!
- 74. ...refinement! Facilitate Affinity Grouping and Back Story activities to distill down your personas to just 3 to 7 Dodge Dr. Frankenstein's monsters!
- 76. Vampire personas… Drinking your teams life blood, afraid of evidence in the Light of Day!
- 77. Vanquish Vampires! Avoid vital team life force draining away, wasting time and money in the wrong direction by...
- 78. Vanquish Vampires! Basing your personas on sound sources of data, watching carefully for the Evil Eye of skew or bias and allowing for it
- 79. Finally….never stop refining… – find what works for you & yours!
- 80. …make them your own!
- 81. …make them your own!
- 83. And so, drawing to a close today… i. Use good, rich, multi-sourced data ii. Run Persona Workshops iii. Distill your personas iv. Watch out for skew in your sources of intelligence! v. Posterize those personas!! vi. Welcome personas into your process: i. in user stories: ‘As Charlotte…’ ii. stuck on cards iii. avatars/images in or on digital cards iv. magnetised to card walls
- 84. Be on your guard: watch out for!
- 85. Thanks to fellow Zombie Killers: • Tom Allison@Berlin: Coiner of the Zombie Problem • The entire Unruly team Respect due to…
- 87. Persona Mad Scientists: Authors and supporters • Kyra Edekr, Jan Moorman – UX Magazine Art. #963 • About Face 3 - Alan Cooper • Observing the User Experience - Mike Kuniasky • The Persona Lifecycle – John Pruitt, Tamara Adlin Mad Scientist teachings…
- 88. Respect due to… Respect due to Creative Brainzzzzz of: • Sam Raimi • George Romeo • Danny Boyle
- 89. Thanks to you for listening! Massive thanks again to the organisers of UXCambridge, Unruly and all those involved!
- 91. More? Don’t forget… Always go for the @hedshot…
- 93. Still hungry for brainsss? Always go for the @hedshot on Twitter…
- 94. Thanks for listening! Still hungry (for brainsss…)? @hedshot mike@unrulymedia.com linkedin.com/in/michaelrawling/
Hinweis der Redaktion
- Welcome! Welcome!
- Welcome! Welcome!
- This is a modest presentation of some ideas, techniques and tools we made our own….
- I love to answer your questions as we go but would talk about some topics which may well answer you query… but if not there will be time at the end
- Experience in UX engineering dates back to 1998 I’ve always tried explore ways of more effectively realising the massive potential that software has and that each product starts with. I’ve consulted on, designed, engineered and led teams and initiatives for Tesco, Wiley, Camelot, Konami, LoveFilm and Granada TV and is currently confirmed to talk at Agile On The Beach, UK
- May contain: MEMEs Lolcats & Kitteh Brainz Unconvention!
- Welcome! Welcome!
- Experience in UX engineering dates back to 1998 I’ve always tried explore ways of more effectively realising the massive potential that software has and that each product starts with. I’ve consulted on, designed, engineered and led teams and initiatives for: Tesco, Wiley, Camelot, Konami, LoveFilm and Granada TV and is currently confirmed to talk at Agile On The Beach, UK
- About 150 staff, including a design team of 4/5 and a development team with 3 teams of about 4 XP, Java-centric programmers with less through to medium and experience of customer facing front-end. The team composition has changed over time but we have a team of approximately 5 XP java centric programmers with a new Product manager and a technical development team leader based in London Our stakeholder, what we called our Sponsor, was our CEO who was extremely engaged with the project but travelled a lot between London and New York - which is somewhat challenging
- There are Classic challenges of UX and Agile and some particular to XP: Differences between agile and UCD Agile accentuates mostly acceptance and unit testing – but where does usability testing fit in? XP criticised for ‘being light on user side of software’ and ‘best used with non-GUI intensive applications’ Lacking explicit processes defining requirements engineering, interaction design,
- Getting the message from users and us on earth from the design and dev team in space One key challenge to the process is how best and most efficiently to communicate a users requests and underlying needs into the stories and to developers who are making dozens of decisions a day to get closer to what is needed in the interface? It seems clear that building empathy and instilling the spirit of users’ needs and most tricksy: their perspective on things.
- Here’s a list of topics I’ll be covering to explain how we did it
- OK! So who’s here? Raise your hands if…If you’re local? you’re not from Cambridge? Raise your hands if….you’re working on the product side? Design? HCI? Research? Development? Anyone else? Moan loudly if there are any zombies?? No? Phew…
- Are User Personas haunting you? Did your team create some personas at the start of your project but then never use them? Are they fading stuck up on a wall somewhere, technically now just dead weight...irrelevant, moaning...’braiinssssss’!!
- Are User Personas haunting you? Did your team create some personas at the start of your project but then never use them? Are they fading stuck up on a wall somewhere, technically now just dead weight...irrelevant, moaning...’braiinssssss’!!
- OK! Raise your hands if… you know what personas are? how many people have created one for a company? how many people honestly use personas REGULARLY? How regularly? More than once a week? every a month? Every few months?
- UX Magazine art. #963 Kyra Edeker Jan Moorman
- has anyone ever heard someone say 'If I was using this, I would do X, not what you said...’
- Personas begin companywide UX engagement.
- General things Where does UX fit on kanban/lean boards?? Iteration – designing ahead? Iteration -1??? As the theme of todays session goes…..read xp/agile issues. What we can to do today is far richer than - Substantial differences exist between agile and UCD approaches which pose challenges to integration attempts. - Although agile methods accentuate testing, and XP involves acceptance and unit testing – and there is an absence of supportive practices for direct support of usability testing - Practices for evaluating systems developed via agile processes for usability and user experience are historically absent XP has been criticized for being light on the user side of software and apparently is better used with non GUI intensive applications Requirements engineering as an activity within XP was not explicitly defined XP has no explicit process for dealing with interaction design
- General things Where does UX fit on kanban/lean boards?? Iteration – designing ahead? Iteration -1??? As the theme of todays session goes…..read xp/agile issues. What we can to do today is far richer than - Substantial differences exist between agile and UCD approaches which pose challenges to integration attempts. - Although agile methods accentuate testing, and XP involves acceptance and unit testing – and there is an absence of supportive practices for direct support of usability testing - Practices for evaluating systems developed via agile processes for usability and user experience are historically absent XP has been criticized for being light on the user side of software and apparently is better used with non GUI intensive applications Requirements engineering as an activity within XP was not explicitly defined XP has no explicit process for dealing with interaction design
- General things Where does UX fit on kanban/lean boards?? Iteration – designing ahead? Iteration -1??? As the theme of todays session goes…..read xp/agile issues. What we can to do today is far richer than - Substantial differences exist between agile and UCD approaches which pose challenges to integration attempts. - Although agile methods accentuate testing, and XP involves acceptance and unit testing – and there is an absence of supportive practices for direct support of usability testing - Practices for evaluating systems developed via agile processes for usability and user experience are historically absent XP has been criticized for being light on the user side of software and apparently is better used with non GUI intensive applications Requirements engineering as an activity within XP was not explicitly defined XP has no explicit process for dealing with interaction design
- General things Where does UX fit on kanban/lean boards?? Iteration – designing ahead? Iteration -1??? As the theme of todays session goes…..read xp/agile issues. What we can to do today is far richer than - Substantial differences exist between agile and UCD approaches which pose challenges to integration attempts. - Although agile methods accentuate testing, and XP involves acceptance and unit testing – and there is an absence of supportive practices for direct support of usability testing - Practices for evaluating systems developed via agile processes for usability and user experience are historically absent XP has been criticized for being light on the user side of software and apparently is better used with non GUI intensive applications Requirements engineering as an activity within XP was not explicitly defined XP has no explicit process for dealing with interaction design
- General things Where does UX fit on kanban/lean boards?? Iteration – designing ahead? Iteration -1??? As the theme of todays session goes…..read xp/agile issues. What we can to do today is far richer than - Substantial differences exist between agile and UCD approaches which pose challenges to integration attempts. - Although agile methods accentuate testing, and XP involves acceptance and unit testing – and there is an absence of supportive practices for direct support of usability testing - Practices for evaluating systems developed via agile processes for usability and user experience are historically absent XP has been criticized for being light on the user side of software and apparently is better used with non GUI intensive applications Requirements engineering as an activity within XP was not explicitly defined XP has no explicit process for dealing with interaction design
- General things Where does UX fit on kanban/lean boards?? Iteration – designing ahead? Iteration -1??? As the theme of todays session goes…..read xp/agile issues. What we can to do today is far richer than - Substantial differences exist between agile and UCD approaches which pose challenges to integration attempts. - Although agile methods accentuate testing, and XP involves acceptance and unit testing – and there is an absence of supportive practices for direct support of usability testing - Practices for evaluating systems developed via agile processes for usability and user experience are historically absent XP has been criticized for being light on the user side of software and apparently is better used with non GUI intensive applications Requirements engineering as an activity within XP was not explicitly defined XP has no explicit process for dealing with interaction design
- Animated gif??
- Getting the message from users to the team One key challenge to the process is how best and most efficiently to communicate a users requests and underlying needs into the stories and to developers who are making dozens of decisions a day to get closer to what is needed in the interface? It seems clear that building empathy and instilling the spirit of users’ needs and most tricky – their perspective on things.
- Raise your hands if you have no explicit personas! Raise your hands if you spoke to your personas in the last month? Consult or use them? Raise you hands if you’ve fed your personas in the last three months? Raise you hands if you’ve checked the validity of your personas in the last three months?
- Get engagement and active sign off and a hierarchy from stakeholders…and it may even help align your whole company!
- I printed them out as big as I cold get them, as early as I could in the project, and placed them in a very central location.
- Story card stickers Stories are titled Get new picture of stickers
- Story card stickers Stories are titled Get new picture of stickers
- Stickygrams are magnetic cards made from pictures you post on the photo sharing site, instagram. I’ve sent off for them and we will be using these on out magnetics whiteboards
- Well actually…..no…
- no substance, no data or research backing - don't just sketch them up from someone's imagination… Making products for Imaginary people creates imaginary money….
- no substance, no data or research backing - don't just sketch them up from someone's imagination… Making products for Imaginary people creates imaginary money….
- no substance, no data or research backing - don't just sketch them up from someone's imagination… Making products for Imaginary people creates imaginary money….
- Watch out for fragmented personas made up of unaligned, unrefined parts. In a persona creation process, multiple sources of information are distilled workshop
- Watch out for fragmented personas made up of unaligned, unrefined parts. In a persona creation process, multiple sources of information are distilled workshop
- Watch out for fragmented personas made up of unaligned, unrefined parts. In a persona creation process, multiple sources of information are distilled workshop
- will drink your team life blood, taking energy from the team and are afraid of the light of collaborative day…
- will drink your team life blood, taking energy from the team and are afraid of the light of collaborative day…
- We have found some UX concepts a struggle for some developers to take on board – particularly qualitative research and analysis of results to draw actionable conclusions, despite being extremely willing to offer their opinions after a piece of research has gone on. What is it? One team member takes the role of ‘Google Analyst’ for ½ an iteration. We pair on an activity to analyse the results in Google Analytics but with the programmer ‘driving’ with as little intervention from me as possible. So far this has been really successful - the developer really got into it
- We have found some UX concepts a struggle for some developers to take on board – particularly qualitative research and analysis of results to draw actionable conclusions, despite being extremely willing to offer their opinions after a piece of research has gone on. What is it? One team member takes the role of ‘Google Analyst’ for ½ an iteration. We pair on an activity to analyse the results in Google Analytics but with the programmer ‘driving’ with as little intervention from me as possible. So far this has been really successful - the developer really got into it
- We have found some UX concepts a struggle for some developers to take on board – particularly qualitative research and analysis of results to draw actionable conclusions, despite being extremely willing to offer their opinions after a piece of research has gone on. What is it? One team member takes the role of ‘Google Analyst’ for ½ an iteration. We pair on an activity to analyse the results in Google Analytics but with the programmer ‘driving’ with as little intervention from me as possible. So far this has been really successful - the developer really got into it
- We have found some UX concepts a struggle for some developers to take on board – particularly qualitative research and analysis of results to draw actionable conclusions, despite being extremely willing to offer their opinions after a piece of research has gone on. What is it? One team member takes the role of ‘Google Analyst’ for ½ an iteration. We pair on an activity to analyse the results in Google Analytics but with the programmer ‘driving’ with as little intervention from me as possible. So far this has been really successful - the developer really got into it