Post on 21-Aug-2015
Personasour imaginary friends
BUZZ WORDSStart up
Lean UX Agile
Pivot Innovative
A brief history of personas
Angus Jenkinson 1993
“CustomerPrints
Alan Cooper 1995-99
“Personas”
–Kim Goodwin, “Perfecting your Personas” 2008
“Personas represent behavior patterns, not job descriptions.”
My reasons to avoid personas
They aren’t created from real dataNo collaboration
Confused with customerNot used
Not validated
Here’s what we did
Product core team
Product managerDesignerLead developer
Persona 1
6, 8, 5
Persona 2 !
11, 3
Persona 1
6, 8, 5
Persona 2 !
11, 3
Basic timeline
Week 1 Week 2
Plan Interview - 6 daysProcess data
Document
Brendan
2.5%
13.5%
34% 34%
16%
Gus
Innovators Early adopters Early majority Late majority Laggards
One more thing.Changing conversations
Comics and stories
Story mapping
Story mapping
Design studios
Critiques
“I was able to leave the store and attend my daughter’s Tae Kwan Do for the first time because now I have help - thanks to Snagajob.“
Lesson learnedBringing imaginary friends to life
Product core team
Made from real data
Put personas to work
Don’t stop observing customers
Essential Reading
!Designing for the Digital Age:
How to Create Human-Centered Products and
Services !
by Kim Goodwin
User Story Mapping!Discover the Whole
Story, Build the Right Product
!By Jeff Patton
The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web
by Steve Mulder, Ziv Yaar