A 20 minute presentation delivered at this year's Intranets conference, held in Sydney.

1. Steve Baty Personas
A Tool for Empathy
Meld Studios
Email: steve@meldstudios.com.au
Twitter: @docbaty

2. 1 Designing for people
steve baty

3. pg
File:Pound_layer_cake.j
ipedia.org/wiki/
http://en.wik
steve baty

4. /history.htm
hcakes.com.au
http ://www.monarc
steve baty

5. steve baty

6. 2
Introducing personas
“The persona is a powerful, multipurpose design tool that
helps overcome several problems that currently plague the
development of digital products. Personas help designers:
1 Determine what a product should do and how it
should behave.
2 Communicate with stakeholders, developers, and
other designers.
3 Build consensus and commitment to the design.
4 Measure the design’s effectiveness.
5 Contribute to other product-related efforts such as
marketing and sales plans.”
Alan Cooper, About Face.
steve baty

7. http://uxmag.com/
articles/personas-the-
foundation-of-a-great-
user-experience
steve baty

8. 2
Introducing personas
Yes, but really they’re about
empathy.
steve baty

9. 2
5 factors for successful
personas
‣ Conduct first-hand research
‣ Include the broader team
‣ Develop an intimate knowledge of each
persona
‣ Be relevant to the immediate design
objectives
‣ Provide rich scenarios for each persona
Jared Spool, http://www.uie.com/articles/
successful_persona_projects
steve baty

10. 2
Introducing personas
In other words, work hard at
developing empathy.
steve baty

11. Why empathy?
“At its heart, design seeks to purposefully improve the lot of some segment
of humanity through the enablement or improvement of some human
endeavour. To understand the gap or the current shortcomings of that
human endeavour design undertakes direct, primary research with our
'target' segment—along with whatever secondary to tertiary research is
appropriate. More importantly, and philosophically, design seeks such
understanding from the perspective of the people engaged in the end result
—our target a.k.a. the people we are attempting to help.
Our tool here, and the vehicle for such understanding, is empathy.“

12. 3
Empathy in disruptive
innovation
“Being truly insightful
involves immersing yourself
into the world of your
customers to try to see how
things look from their
viewpoint.”
Luke Williams, Disrupt
steve baty

13. steve baty

14. 4
Empathy in Blue Ocean
Strategy
“Instead of concentrating on
customers, they need to look
to non-customers. Instead of
focusing on differences, they
need to build on power
commonalities.”
W. Kim Chan & Renee Mauborgne: Blue Ocean Strategy.
steve baty

15. steve baty

16. Steve Baty Principal
Thank you Email: steve@meldstudios.com.au
Twitter: @docbaty

17. ‣http://johnnyholland.org/2009/03/why-shouldnt-i-kill-personas/
References ‣http://www.uie.com/articles/successful_persona_projects
‣http://www.uxmatters.com/mt/archives/2009/04/user-research-for-
personas-and-other-audience-models.php
‣http://www.core77.com/blog/articles/
the_character_of_design_by_steve_baty_21975.asp
‣http://www.informationdesign.org/archives/personas/
‣Disrupt: Think the unthinkable to spark transformation, Williams, L.
‣Blue Ocean Strategy: How to create uncontested market space and make
the competition irrelevant. W. Kim Chan & Renee Mauborgne