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Persona Definition,[object Object],“an artifact that consists of a narrative relating to a desired user or customer's daily behavior patterns, using specific details, not generalities” ,[object Object],“a social role or a character played by an actor.” ,[object Object]
Why Need Them,[object Object],We are not the people who use EB. We shouldn’t design if from our point of view.,[object Object],EB users are different with different, job roles, environment, education, and needs. Without personas we end up talking about users generally.,[object Object],Personas help us identify with users and find empathy for them,[object Object],Real users cannot be part of the immediate design process we need to define an artifact that can guide who we are designing for.,[object Object]
How We Developed EB Personas,[object Object],One hour brainstorming session with EB customers at the 2009 ACE Conference,[object Object],Two hour brainstorming session with EB Product Team,[object Object],Over 100 hours of interviews with  bank and corporate customer end-users.http://172.20.200.31/cnbResearch/cnbSupportTraining.shtml,[object Object]
How We Should Use Them,[object Object],Refer to personas within design discussions and writings. “Tim would expect…”  “Sam needs…”,[object Object],To refine our requirements. As personas are considered, their unique needs will emerge and challenge our requirements.,[object Object],To create robust scenarios for each sprint,[object Object]
Scenarios,[object Object],Example of a scenario (customer support persona),[object Object],“Mike gets a call from Carol at the Cinnabon corporate payroll department. Carol typically uploads their payment file on time but needed to add a new person at the last minute. As a result, the file was five minutes late. She wants Mike to confirm that the file arrived and was loaded and that the payroll payments will be processed on time. She would also like some kind of confirmation faxed or emailed.,[object Object]
Summary,[object Object],“Carol” Small Business User,[object Object],“Al” Large Corporate Cash Manager,[object Object],“Sam” Middle Manager,[object Object],“Tim” Account Payables,[object Object],“Sally” Office Generalist,[object Object]
“Carol” Small Business User,[object Object]
“Carol” Small Business User, cont…,[object Object]
“Carol” Small Business User, cont…,[object Object]
“Al” Large Corporate Cash Mgr.,[object Object]
“Al” Large Corporate Cash Mgr., cont…,[object Object]
“Al” Large Corporate Cash Mgr., cont…,[object Object]
“Sam” Middle Manager,[object Object]
“Sam” Middle Manager cont…,[object Object]
“Sam” Middle Manager cont…,[object Object]
“Tim” Account Payables,[object Object]
“Tim” Account Payables cont…,[object Object]
“Tim” Account Payables cont…,[object Object]
“Sally” Office Generalist,[object Object]
“Sally” Office Generalist,[object Object]

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