IDENTIFYING YOUR MAIN USER BASE

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“Whenyoudesignforyourprimaryusers,youendupdelightingyourprimaryuserandsatisfyingyoursecondaryuser(s).Ifyoudesignforeveryone,youdelightnoone.Thatistherecipeforamediocreproduct.

Alan CooperCooper

• A representation of a user type• Based off of user research • Incorporates user goals, needs, and interests.

MarketingPersonas Proto-persona DesignPersonas

BroadrangeinformationBasedondemographicsGOOD:typesofusersGOOD:ROIpotentialBAD:productdefinitionBAD:featureprioritization

EducatedguessoftypicaluserShould befollowedupwithresearchGOOD:BasicProductdefinitionGOOD:Basic FeaturePrioritizationBAD:ROIpotentialnotrealized

Focusedon:• Usergoals• Currentbehavior• PainpointsBasedon:• RealPeople• FieldResearchGOOD:Communicating insights&goalsGOOD:ProductDefinitionGOOD:Avoids theelasticuser

• Proto-personas are a great way to quickly build empathy for the user

• Identifies the realistic user types

• Gets the team thinking about the users needs and challenges

• Provides real tangible goals to meet

• Helps to identify & eliminate fringe requirements

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User Name

What is their friction point

How does it make them feel

What does their commute look like

What hours do they work

What is their life’s ambition

Is there a daily ritual

What best serves their needs

Will it make their life easier

Does it have sticking points

How will this make it better than XYZ?

Think big!

AgeJob TitleCompanyRelationship StatusFamily, Pets, etcActivitiesType of carIncome

Archetype (example – “Straight Talker”)

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Elys Cooper

Son goes to public school and is an active mover.

Teachers have had a history of reporting he is disruptive.

Son gets good grades, completes his homework and finishes tests easily.

Typical work day: 10 hours

Typical commute: 50 minutes by train & bus

Son goes to public school in San Francisco

Daughter goes to pre-school on campus

Macbook Air // iPad Pro // iPhone 6s

Desires a school that allows freedom of movement for an active learner.

Wants her kids to be challenged and think in new ways.

Looking for creative transportation solutions or a location near work.

Looking for a design thinking school

Near work

Bonus after school program near school and work

54yo Single Mother of 2

Senior Developer @ Facebook

Lives in San Francisco, CA

Works in Palo Alto, CA

Son – 9yo // Daughter – 3yo

Training for triathlon, photography, plays jazz sax

“Driven by Data”

• Can be used to validate or disprove design decisions.

• Allows us to vet and prioritize feature requests.

• Are an inspiration in ideation.

• Are a key element in critiques.