Persona storytelling
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Transcript of Persona storytelling
Dara Pressley @uxdiva
Persona StorytellingNova UX - 2014
Dara Pressley - @uxdiva
Many companies go through the trouble of creating personas, only to file them away in a drawer and gather dust after the initial project is complete.
In fact, many designers debate the usefulness of personas in the first place.
Storytelling makes a persona relevant….
What is a character persona without its story?
Dara Pressley - @uxdiva
What is a persona?
Dara Pressley - @uxdiva
Alan Cooper
In 1995, noted pioneer software developer, developed the concept, which he named personas. The technique was popularized for the online business and technology community in his 1999 book.
Dara Pressley - @uxdiva
!Personas are multidimensional representations of real users. The Experience Community remains divided on whether they are based on empirical data or the imaginations of the author. Cooper often writes that the persona should at least be inspired by a real person.
Dara Pressley - @uxdiva
Guiding Principles
!
• To focus on the needs of a single or handful of target users
• To keep those needs central to the strategy for the design and development of the project
Dara Pressley - @uxdiva
Why not just design for everyone
The most successful products of the 20th and 21st century were those that we developed with a single target audience.
• 3m Post-It Note
• Rolling Luggage
80% of people hated the 1999 Dodge Ram. But the 20% who loved it made it into a best seller.
Dara Pressley - @uxdiva
It may seem counterintuitive, but designing for a single user is the most effective way to satisfy a broad population.
- Cooper
Dara Pressley - @uxdiva
Personas & Proto Personas
Dara Pressley - @uxdiva
Persona
Celine
Mother
Problem: Kids with food allergies
Need: Tips and tools to help care
for them.
Desire: Easy and Quick
Proto-Persona
Dara Pressley - @uxdiva
CelineWife & Mother
Celine’s Story
“The only thing we
are not allergic to
is air!”
Lawyer
Attributes
Cooking Skills
Amount of time for cooking
Amount of time for shopping
Social Connections
Low Med Hi
Devices & Networks
• Macbook Pro • iPad Air • iPhone 5c • Kindle White • Twitter • Google +
Frustrations
• Becoming a short order cook • Not having proper ingredients on hand • Children don’t like the “new” food • Sending food to parties • Not sure what to shop for • Eating out • School Lunch
GoalsCeline would like to be able to find her family health meals that fit their dietary needs. She also wants the creation process to be quick to fit with her busy schedule.
SocialCeline is well connected social and will use her network for tips and advice. She would be very likely to share anything she learned with network.
ScenarioCeline goes grocery shopping >> at the store she searches for food to make for the next few days >> her children keep adding food to her cart >> her bill is a lot more than expected >> dinner that night is a mix of several different meals for the different allergies.
Celine is a very busy corporate lawyer. She is also a wife and mother of 2 young children - a son 5 and daughter 3. She struggles to find a balance between her home and work life. !Celine has recently discovered that her family suffers from various food allergies. Some of which are life threaten. No one has exactly the same line up of allergies and she is not sure how to feed everyone. To make matters worse, her children are picky eaters.
Dara Pressley - @uxdiva
Celine
Mother
Problem: Kids with food allergies
Need: Tips and tools to help care
for them.
Desire: Easy and Quick
Chris
First year College
Problem: Cafeteria
Need: How to eat away at school
Desire: Affordable, no cooking
Amy
Runs a daycare
Problem: Kids with food allergies
Need: Providing lunch and snacks
Desire: Parental approval
Erin
Hobby Chef
Problem: Wants feed back on
her creations
Need: A place to share
Desire: Social feedback
Dara Pressley - @uxdiva
Telling the story
Dara Pressley - @uxdiva
User Journey Maps
http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/
Dara Pressley - @uxdiva
User Journey Maps
http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/
Dara Pressley - @uxdiva
User Journey Maps
http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/
Dara Pressley - @uxdiva
User Journey Maps
http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/
Dara Pressley - @uxdiva
User Journey Maps
http://www.joycehostyn.com/blog/2010/03/22/visualizing-the-customer-experience-using-customer-experience-journey-maps/
Dara Pressley - @uxdiva
Mental Modal
http://boxesandarrows.com/what-is-your-mental-model/
Dara Pressley - @uxdiva
Scenarios | Story Boardshttp://archive.aneventapart.com/2012/seattle/slides/03_KimGoodwin.pdf
Dara Pressley - @uxdiva
Celine goes shoppingEmail meal plan
Time savers and helpful
Dara Pressley - @uxdiva
Celine goes shopping
Email meal plan & Shopping list
Time savers and helpful
Dara Pressley - @uxdiva
Celine goes shopping
Email meal plan & Shopping list
Tips about where to find hypo-allergic foods
Time savers and helpful
Dara Pressley - @uxdiva
Celine goes shopping
Email meal plan & Shopping list
Tips about where to find hypo-allergic foods
Time savers and helpful Teach children to read labels
Dara Pressley - @uxdiva
Celine goes shopping
Email meal plan & Shopping list
Tips about where to find hypo-allergic foods
Time savers and helpful products
Teach children to read labels
Dara Pressley - @uxdiva
Celine goes shopping
Email meal plan & Shopping list
Tips about where to find hypo-allergic foods
Single meals that work for everyone
Time savers and helpful products
Teach children to read labels
Dara Pressley - @uxdiva
Celine goes shopping
Email meal plan & Shopping list
Tips about where to find hypo-allergic foods
Replacing ingredients to make the foods they’re used to
Single meals that work for everyone
Time savers and helpful products
Teach children to read labels
Dara Pressley - @uxdiva
Each persona should have at least one scenario planned out for them.
http://trello.com
Dara Pressley - @uxdiva
User Pathways
Dara Pressley - @uxdiva
Celine plans her menu(mother persona)
Celine is putting together her meal plan for the week in preparation for going to the grocery store.
Home Login Personal Plan
Search & Results
Shopping List
Shopping List
Annotations
1 2 3
4 5
6
7
1) Home Celine opens the home page !Celine expects to see her menu plan OR login functionality !2) Login Celine logs in to the website. Her page is refreshed to her personal plan page. !Login functionality needs to exist !3) Personal Plan page Celine reviews the menu plan created for her. She knows that some of the meals would not work for her family, and wants to change them. !Ability to personalize menu. !4) Search Celine searches for menu options. After finding one that looks interesting she clicks on it to view more !5) Recipe page The recipe looks perfect. Celine saves the recipe to her personal recipe book and adds to menu plan. !Ability to save and add to plan. !6) Shopping List Celine Exports her meal plan to the shopping list. She doesn’t need everything and wants to adjust the list !Ability to tweak list !7) Shopping list - mobile At the store, Celine reviews her list as she shops.
Recipe Page
Dara Pressley - @uxdiva
Prioritize ContentCeline wants to... Smartphone Reader Tablet Laptop/Desktop Social
Plan meals and get shopping list X X X X X X X X X X
Read articles for helpful tips and tricks X X X X X X X X X X X X X
Find Recipes X X X X X X X X X
Product Review X X X X X X
Cooking tools X X X X X
Food storage (lunch) X X X
Find information about safe foods while eating out.
X X X
Communicate with other like her X X X X X X X X X! X X X
User generated recipes X X X X X X X X X
Bulk Food Purchases for hypoallergenic products
X
X - Celine!X - Amy !X - Chris!X - Erin
Dara Pressley - @uxdiva
Personalization
!
• Cookied and Authentication can serve as ways for the system to identify the user
• Content Management Systems are getting smart enough to predict user types by following user behavior.
Unique content, functionality, and user flows based on personas can be used to target user groups with a personalized experience.
“This user looks like Celine, and
Celine likes…”
Dara Pressley - @uxdiva
Planning, Personas & Storytelling
Personas should be leveraged for the planning of each new feature or benefit. !Simultaneously, removal of features to be weighed against the impact of those personas
Dara Pressley - @uxdiva
Dara PressleyWife & Mother
“I love, love, love talking about personas!”
Experience Architect
Devices & Networks• iMac • iPad Mini • iPhone 4s • Kindle Fire • Twitter
Previous Life• Poet | Fiction Writer | Tech Writer • Writing Instructor • Computer Instructor
Hobbies• Sims 3 - Oh Yeah! • Reading • Fiction writing
(sometimes) • What ever my kids or
husband want to do (mostly)
GoalsTo one day finish my novel!
Fun FactMy grandfather was an official griot - a Trinidadian storyteller.
Story
My mother wanted me to follow after her and become a computer programmer. But a natural artist, I wanted to spend my time in writer’s workshop, theater, and the dance studio. So I spent my life going back and forth between her world and mine. Dancing from the time I was 2. Building my first computer game on an Atari when I was 7. Having one of the first personal computers in our neighborhood — took up most of the kitchen table. Enrolling in a performance arts school in 7th grade. Got a Mac in 1984 and never looked back. Learned desktop layout to create a newspaper. Majored in English and then Writing. Teaching classes both on fiction writing and computing. On and on until finally my two worlds collided in the field of web design.
Thank You
Dara Pressley
@uxdiva
Questions & Answers