No one cares about your persona
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Personas are an important part of any design activity. But what do you do after the post-it notes have settled? How do you make your personas actionable? This presentation describes how you can lead your team beyond personas using customer journey mapping and design workshops to arrive at specific, testable design hypotheses
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No one cares about your persona
- 1. No One Cares About Your Persona. Now What? FITZGERALD STEELE, JR.
- 2. Techcorridor.io Jerry Steele @fjsteele • Network of Tech Meetups in the Creative Corridor • ~400 Members • Making “We Create Here” meaningful & accessible
- 4. A little bit about me 1993 1996 1998 2000 2005 2008 2012
- 5. Buzzwords Scope Methods 1970’s-1990’s Usability Usability Engineering User Centered Design Task Efficiency Desktop Metaphor Waterfall Design 2000’s User Experience Outside-In Design Ease of Use/Access System Affect Browser Metaphor Agile Design 2010’s Customer Experience Service Design Service and Brand Relationship Mobile First Multi-device Lean Startup
- 6. Personas Archetypal customer summarizing a segment vs Specific, real world person Emphasizes customer goals, needs, expectations vs Demographics and Preferences “How does feature X help Ben accomplish Y?” vs “I think our customers want to…”
- 8. I’ve had a number of persona type projects Fitzgerald Steele, Jr. – Manager of User Experience
- 9. But I probably won’t do a traditional persona gig again Fitzgerald Steele, Jr. – Director of Marketing
- 10. $35,000 for a budget persona effort??!! www.uxmag.com/articles/personas-the-foundation-of-a-great-user-experience
- 11. Agile Development Doesn’t Want To Wait
- 12. Sometimes cheaper to build/prototype and test
- 13. Getting Out of the UX Deliverables Business Jeff Gothelf – Lean UX http://www.slideshare.net/jgothelf/lean-ux-getting-out-of-the-deliverables-business http://www.smashingmagazine.com/2011/03/07/lean-ux-getting-out-of-the-deliverables-business/
- 14. We need the benefits of personas, at a fraction of the speed and cost Preventing Grounding “How would Ben use this system?” Using the Story-Telling Tradition Role Playing Generating Scenarios
- 16. These are not personas
- 17. Personas are Not a Document Personas are to Persona Descriptions as Vacations are to Souvenir Picture Albums -- Jared Spool…I think.
- 18. We need to know… Who What/Why/When/Where How
- 20. {Proto,Disposable,Pragmatic,Incremental} Personas Archetypal customer summarizing a segment vs Specific, real world person Emphasizes customer goals, needs, expectations vs Demographics and Preferences “How does feature X help Ben accomplish Y?” vs “I think our customers want to…” Based on our existing knowledge and experience to drive consensus vs Generated from ethnographic studies of users in the field Google Those
- 21. Sample Proto-Persona • Graduate Student Lackey • English is not his first language • Expert in what he knows, but risk adverse. Circumstances, opportunities may force him to explore or learn new technologies
- 22. Designing Personas MUCH OF THIS WORK COMES FROM JEFF PATTON, JARED SPOOL
- 23. 1. Define Actors for User Types • Actors are people who interact with us. • They’re often described using job titles or a common name for the type of user. PI Purchasing Agent Post-Doc Laboratory Administrator
- 24. 2. Identify Actor Roles • A user role general refers to a user’s responsibility when using a piece of software or participating in a business process. • Often in the form ‘thing-doer’ AP voucher enterer administrator on-line payment checker
- 25. From Roles to Personas
- 26. Characteristics of a good persona • Name • A role or job title • Quotes in the personas language • Relevant demographics • Descriptions that reveals goals, motivations, pain points • Descriptions that describe primary activities this user type will engage in.
- 27. Potentially relevant characteristics about users • # of users that occupy this user type • General responsibilities or activities • Computer skills • Scientific expertise • Goals: how does the product or service tool help this user reach their goals? • Pain Points: what nagging problems can IDT help solve? • Usage Contexts: where will this customer come into contact with IDT? • Software Ecosystem: what other software tools does this user type rely on? • Collaborators: who does this user work with to help reach their goals? • Frequency of Use: how often is this type of user likely to come into contact with IDT?
- 28. Experience Mapping THIS IS MOSTLY ADAPTED, BORROWED, OR STRAIGHT UP REUSED FROM HTTP://DESIGNINGCX.COM/CX-JOURNEY-MAPPING-TOOLKIT/
- 29. http://icsa.on.ca/what-is-a-customer-journey-map-and-how-do-you-extract-value-from-it/ cus·tom·er jour·ney map …visually illustrates customers’ processes, needs, & perceptions throughout their interaction and relationship with an organization
- 30. Experience Map Components Lens / Persona Phases Journey Model / Touchpoints Takeaways
- 32. Create Initial Map Behaviors, Experiences, Attitudes Evaluate and Prioritize Identify Moments that Matter Add Details to Understand Gain deeper understanding of needs, and how those needs are fulfilled Evaluate and Frame Issue or Opportunity Design New Experiences
- 37. Experience Map Components Lens / Persona Phases Journey Model / Touchpoints Takeaways
- 39. Design Workshop/Studio DERIVATIVE OF WORKS PUBLISHED BY JEFF GOTHELF, TODD ZAKI WARFEL, ANDERS RAMSAY…PROBABLY OTHERS
- 40. Why Design Studio? •Quickly explore lots of ideas and concepts •The best way to get a good idea is to pick and choose from lots of diverse ideas •Get ‘everyones’ ideas out on the table •Explicit, externalized assumptions •Closer collaboration in generating, synthesizing, evolving ideas
- 41. How does a design studio work? Illuminate Design Challenge Sketch Concepts Present Concepts Team Critique Iterate Design Concepts
- 42. We’re doing 3 rounds of sketch- present-critique Illuminate Sketch PresentCritique Iterate Illuminate Sketch PresentCritique Iterate Illuminate Sketch PresentCritique Iterate Individual Sketching (8 min) Small Team Critique (22 min) Individual Sketching (8 min) Small Team Critique (22 min) Team Sketching (30 min) Group Critique (15 min)
- 45. Persona Webinar Panel from Keylime Interactive https://www.youtube.com/watch?v=pomwKqo70P8
- 46. My Favorite Usability Peeps Jakob Nielson – Nielson/Norman Group Jarod Spool – User Interface Engineering Luke Wroblewski – LukeW Jeff Gothelf – Perception Is The Experience/Lean UX Jeff Sauro – Measuring Usability Mike Alber – Designing CX
- 47. My Favorite Usability Toys Ethn.io – Recruiting Loop11 – Unmoderated Testing Optimal Workshop – Unmoderated IA Verify – Design Surveys & feedback Visual Website Optimizer – AB/Multivariate Testing CrazyEgg - Heatmaps GoToMeeting – Moderated Remote Testing Google Analytics – Measure all the things, set goals, track revenue SurveyMonkey – Post Usability Study Surveys, Single Usability Survey question
- 48. I’m totally interested in hearing your comments and questions! @fjsteele Github: fitzgeraldsteele http://fitzgeraldsteele.wordpress.com
Editor's Notes
- the emphasis on perceptions is important and it can be used at all stages of a customer’s relationship with a brand