Product Personas: Getting to No
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Transcript of Product Personas: Getting to No
Personas: getting to no
Kelley HowellUX Research Manager
Illustration adapted from Frankie B Washington @ www.frankiebwashington.com BS Personas borrowed from Jill Christ @ Lynda.com and Stephanie Carter at Bolt Peters
(bs) useless personas
• Lives: NYC, not far from Times Square• Job: runs a small business with his
father; plays bass for the Himalyans, usually at The New Amsterdam
• Marital Status: actively looking for a life partner; prefers dark-haired Flamenco dancers
• Goal: wants to be a big (big) star • Believes: being famous will cure what
ails him• Anxieties: wishes he were a little
more funky
Marty Jones
“When I look at the television, I want to see me staring right back at me”
personas: a history
• 1975 – Alan Cooper• 1983 – Plan*It, Super-
Project, and “Kathy”
creative non-fiction as design tool
• While compiling code, he organized his design thoughts
• Talked to himself about his user, ‘Kathy’ • Tool for thinking through design problems• Used to prioritize features based on frequency
of use • Today we use user story mapping
• engineers: if we build it to do everything, we will make everyone happy and win
• “user” becomes an abstraction that’s stretched to meet needs of the technology
• Bring people back in with goal-directed personas
• Get rid of the useless bs
from technology-driven users to goal-directed personas
personas as SW design tool
• Ground design decisions in the activities and goals of archetypal users
• SW is not an abstract bundle of features • SW is a tool for people to accomplish their goals• personas as common language for
communicating across teams: management, marketing, engineering, product, design, sales, etc.
Personas
Must say NO to features
They are also:• Empirical, based on evidence• Defined in terms of goals, actions• Speak to the bigger context (see Kathy Sierra)
Next up
• User Story Mapping• Mapping Workshop