17. Personas: from love to hate
Information from UX mag, February 2013
1983
Alan Cooper interviews
users and uses them to
hold imaginary
conversations as he
designs programs
1983-2000
Ethnographic user profiles
are used in software to
define requirements with
characteristic categories
for roles, technical
proficiency, and education
1993
Olgilvy presents
‘Customer Prints’ at CHI
conference using
marketing characters for
representative users
1995-2005
Cooper and Goodwin
lead the charge on
formalising personas for
use with clients and
development teams
2000’s+
Personas are generally
adopted by agencies,
often blaring original
user experience vision
with marketing
2007
Jason Fried of 37Signals
states that ‘[personas] are
artificial, abstract, and
fictitious.’ This starts internal
industry debate on personas
2009
Kim Goodwin writes
Designing for the Digital Age,
discussing the difference
between marketing and user
experience personas
2012
Dan Saffer skewers
personas in ‘How to Lie with
Design Thinking’ at
Interaction 12 in Dublin
2012
Lynda.com and Bolt-Peters team
up at SXSW interactive 2012 to
expose ‘BS Personas’ and offer a
new strategy for creating
meaningful useful personas
1983
2013
26. JTBD Technique Uncovers
Motivations: why customers buy your product
Situations: why customers switched from another product
Anxieties: whether or not customers are struggling with your product
27. Three Schools of Thought
Tony Ulwick Clay Christensen Bob Moesta
28. “…People don’t want a quarter-inch
drill, they want a quarter-inch hole.”
THEODORE LEVITT, 1960
34. Three Schools of Thought
I want to impress
people at an expo
We looked at customer motivations
I want to impress
investors
I want to impress
people on Twitter
36. Three Schools of Thought
DESIGN A BETTER MAP:
• Cartographical improvements
• Geographical accuracy
• Better country boarders
• Drag to create regions
We saw that we could make something new
DESIGN A SHOWPIECE MAP:
• Beautiful visual design
• Hide sensitive information
• Easy for customers to share
45. AS A ______
PERSONA
I WANT TO ____
ACTION
SO THAT ____
EXPECTED OUTCOME
User Story
As a 62 year old grandma named Anna, I want to play a
game on my iPad, so that I don’t get bored in my free time.
46. Why do Grandma Anna and Just Jack
play Two Dots?
As a 62 year old grandma named Anna,
I want to play a game on my iPad, so that
I don’t get bored in my free time.
As a 29 year old marketer named Jack, I
want to play a game on my iPhone, so that
I don’t get bored when I’m on the bus.
47. There’s a lot of information!
As a 62 year old grandma named Anna,
I want to play a game on my iPad, so that
I don’t get bored in my free time.
As a 29 year old marketer named Jack, I
want to play a game on my iPhone, so that
I don’t get bored when I’m on the bus.
48. There’s not a lot of relevant information
As a 62 year old grandma named Anna, I
want to play a game on my iPad, so that I
don’t get bored in my free time.
As a 29 year old marketer named Jack, I
want to play a game on my iPhone, so that
I don’t get bored when I’m on the bus.
49. Not a lot of consistent information
As a 62 year old grandma named Anna, I
want to play a game on my iPad, so that I
don’t get bored in my free time.
As a 29 year old marketer named Jack, I
want to play a game on my iPhone, so that
I don’t get bored when I’m on the bus.
51. AS A ______
PERSONA
I WANT TO ____
ACTION
SO THAT ____
EXPECTED OUTCOME
TOO MANY ASSUMPTIONS
IRRELEVANT
IS THIS THE BEST
ACTION TO TAKE?
52. SITUATION MOTIVATION EXPECTED OUTCOME
Jobs Story
When my granddaughter is napping, I want to do something that will
challenge me mentally, so that I can stay sharp and improve my memory.
WHEN ______ I WANT TO ____ SO I CAN ____
53. Two job stories
When my granddaughter is napping, I
want to do something that will challenge
me mentally, so that I can stay sharp
and improve my memory.
When I’m sitting on the bus with nothing to
do, I want to do something that will
challenge me mentally, so that I can
stay sharp and improve my memory.
54. Grandma Anna and Just Jack aren’t
bored, they want a mental challenge!
55. As a 62 year old grandma named Anna,
I want to play a game on my iPad, so that
I don’t get bored in my free time.
As a 29 year old marketer named Jack, I
want to play a game on my iPhone, so that
I don’t get bored when I’m on the bus.
58. Identify the
sub jobs
Identify high
level jobs
Observe how
it’s done today
Conduct JTBD
interviews
Write job
stories
Develop
Solutions
Focus on a simple process
60. These become high-level jobs
TWO DOTS TOP FEATURE REQUESTS
TUTORIALS
CUSTOMISABILITY
ADDING GAME CONSTRAINTS
MULTI-PLAYER GAMES
61. Sub-jobs come from themes
TUTORIALS
HOW-TO’ TUTORIALS ON NEW LEVELS
HINTS’ IN INDIVIDUAL GAMES
TOOLTIPS ON NEW LEVELS
DESCRIPTIVE LEGEND FOR EACH LEVEL
63. Goals of JTBD interviews
Why do people hire our
product?
What are customer’s
motivations behind using our
product?
How can we make sure
no one switches away?
Do we need to iterate or
innovate?
64. Core elements of JTBD interviews
TIMELINE FOUR FORCESFIRST THOUGHT
69. Questions for physical products
What time of year
was it?
Was anyone else with
you at the time?
When did you purchase
the product?
What was the weather like
when you went to buy the
product?
70.
71. Questions for software products
What tool were you using
when you started looking?
Can you remember if anyone
else was with you when you
started looking?
Tell me about the old
solution, can you remember
how well it was working?
72. Look to uncover purchasing decisions
Motivations: why customers buy your product
Situations: why customers switched from another product
Anxieties: whether or not customers are struggling with your product
75. Job stories are stand-alone artefacts
When my granddaughter is napping, I want to do something that will
challenge me mentally, so that I can stay sharp and improve my memory.
88. Each part of the process had associated sub-
jobs that stemmed from the high-level jobs
STEP 1
STEP 2
STEP 3
STEP 4
STEP 5
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
89. We could focus on developing one part of the
process at a time
STEP 1
STEP 2
STEP 3
STEP 4
STEP 5
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
SUB-JOB
90. Affinity diagrams helped us organise
our job stories
WHEN ______
I WANT TO ____
SO I CAN ____
+
91. How else can I combine JTBD
with other methodologies?
92. If you want to narrow down job stories,
prioritise them
WHEN ______
I WANT TO ____
SO I CAN ____
+
SURVEYS
STACK RANKING
BEHAVIOURAL ANALYSIS
93. If you want to validate job stories,
research them
WHEN ______
I WANT TO ____
SO I CAN ____
+
JTBD INTERVIEW
CONCEPT TESTING
94. If you want to organise job stories,
map them
WHEN ______
I WANT TO ____
SO I CAN ____
+
AFFINITY DIAGRAMS
JOURNEY MAPPING
95. When in doubt, combine techniques
WHEN ______
I WANT TO ____
SO I CAN ____
+
96. Look to uncover purchasing decisions
Motivations: why customers buy your product
Situations: why customers switched from another product
Anxieties: whether or not customers are struggling with your product