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Ramya Big Design 2016 Persona Talk
- 1. From Cradle to Grave: Where does the Persona Live? Ramya @rams_mahalingam
- 6. PERSONA
- 7. PERSONA A persona is a fictional, yet realistic, description of a typical or target user of the product. — Aurora Bedford, Nielsen Norman Group
- 8. we’re not designing for ourselves
- 15. PROTO – PERSONAS
- 16. “…they are that gut feeling you get during field research that tells you there seem to be about X number of types of people and they seem to be significantly different on these 4-5 characteristics/dimensions.” — Todd Elliott, Adaptive Path PROTO – PERSONAS
- 18. SKETCH + NAME
- 24. EMPATHY
- 27. we tend to make personas that are safe, comfortable, and familiar
- 29. “Why are the poor people’s pictures so much worse?”
- 30. “Why are the poor people’s pictures so much worse?” “Because these people represent who we serve.”
- 31. “Why are the poor people’s pictures so much worse?” “Because these people represent who we serve.” “But why are the pictures of everyone else stunning? If this is how we view poor people (scuzzy, dirty), it will come across in our service to them – which is just as valuable as to the ‘good’ patrons.”
- 32. “Why are the poor people’s pictures so much worse?” “Because these people represent who we serve.” “But why are the pictures of everyone else stunning? If this is how we view poor people (scuzzy, dirty), it will come across in our service to them – which is just as valuable as to the ‘good’ patrons.”
- 39. I’m guilty about not using it right, or not using it enough Who I am is not captured I feel “Othered” I feel less important All of these personas are younger than me…does that make me old?
- 40. I feel like I’m using something that wasn’t really built for me
- 41. 3. the focus
- 43. bad personas?
- 44. fiction
- 52. choices
- 53. our imaginary friends are fictional
- 54. but… we’re still not designing for ourselves
- 55. appearances and market segments goals and motivations
- 56. appearances and market segments goals and motivations
- 57. ENVISIONS
- 62. GOALS Katie BEHAVIORS + MOTIVATIONS 25 years old Female University of Michigan, Ann Arbor Political Science major Registered independent
- 63. GOALS Katie 25 years old Female University of Michigan, Ann Arbor Political Science major Registered independent Drinks a latte every morning Listens to Belle and Sebastian Bikes to work Wants to develop an A+ coffee palate Loves meeting new people
- 64. Katie 25 years old Female University of Michigan, Ann Arbor Political Science major Registered independent Drinks a latte every morning Listens to Belle and Sebastian Bikes to work Wants to develop an A+ coffee palate Loves meeting new people To easily enter equipment updates Keep track of when to order more syrups, etc. Find a job at a political theory publication
- 65. Katie 25 years old Female University of Michigan, Ann Arbor Political Science major Registered independent Drinks a latte every morning Listens to Belle and Sebastian Bikes to work Wants to develop an A+ coffee palate Loves meeting new people To easily enter equipment updates Keep track of when to order more syrups, etc. Find a job at a political theory publication
- 66. 25 years old Drinks a latte every morning Wants to develop an A+ coffee palate To easily enter equipment updates Keep track of when to order more syrups, etc.
- 67. 25 years old Drinks a latte every morning Wants to develop an A+ coffee palate To easily enter equipment updates Keep track of when to order more syrups, etc. iPhone 6 + Macbook Air
- 68. iPhone 6 + Macbook Air Typically tired when getting into work 25 years old Drinks a latte every morning Wants to develop an A+ coffee palate To easily enter equipment updates Keep track of when to order more syrups, etc.
- 69. iPhone 6 + Macbook Air Typically tired when getting into work Interested in different coffee properties 25 years old Drinks a latte every morning Wants to develop an A+ coffee palate To easily enter equipment updates Keep track of when to order more syrups, etc.
- 70. use an iPhone 6 + Macbook Air are typically tired when getting into work are interested in different coffee properties you want to easily enter equipment updates you want to keep track of when to order more syrups, etc. envision that you:
- 72. REFERENCES Persona Non Grata, Dan Saffer, August 17 2005 Personas are "empathy tools," not stereotypes, Sam Ladner, November 17 2008 A Closer Look At Personas: What They Are And How They Work (Part 1), Shlomo Goltz, August 6 2014 Resurrecting Dead Personas, Meg Dickey-Kurdziolek, July 26 2016 Designing for imaginary friends: information architecture, personas and the politics of user-centered design, Adrienne L. Massanari, June 12 2010 Is stereotyping inevitable when designing with personas?, Phil Turner and Susan Turner, July 27 2012 Crappy Personas vs. Robust Personas, Jared Spool, November 14 2007 The Inmates are Running the Asylum, Alan Cooper, January 1 1999 Ramya @rams_mahalingam