Never lose sight of the customer using personas
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Never lose sight of the customer using personas

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Learn how Atlassian uses personas to scale agile development across our tools.

Learn how Atlassian uses personas to scale agile development across our tools.

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Never lose sight of the customer using personas Never lose sight of the customer using personas Presentation Transcript

  • Never Lose Sight of the Customer
  • Dan Radigan Atlassian! @danradigan
  • Why?
  • CREATE
  • CREATE VALUE
  • CREATE VALUE TEST
  • CREATE VALUE TEST
  • Defining Personas
  • Personas are fictitious, specific, concrete representations of target users. - The Essential Persona Lifecycle, John Pruitt and Tamara Adlin ” “
  • Personas will: • Improve products with targeted love for specific customers! • Increase the overall customer focus of the company! • Reduce team silos who work with the same customer profile! • Remain focused on actual customer needs and reduce internal politics! • Increase our ability to empathize with our customers! • Make it easier to resolve issues
  • • Static documents! • Used in isolation! • A bunch of stats! • A replacement for user testing What personas are not
  • The Software Team
  • Operate Support! &! Operations Sell Marketing Make Engineering Product Management Design
  • Validating a Persona
  • Hmm
  • • Demographics! • Motivations! • Concerns! • Competitive Landscape! • Adoption process! • Purchasing Role Questions to ponder
  • Alex the Attendee
  • Contextual Inquiry Customer! Interview … EmailSurvey Social! Networking
  • 20 to 30
  • Communicating Outward
  • • Feature based personas! • Having one person do all the work! • Adding in your own bias! • Making them too easy! • Making assumptions without validating! • Selectively looking at the persona Persona Pitfalls
  • Atlassian’s Journey
  • Work CodeIdeas Code management and quality Issue and
 project tracking Content collaboration
 and sharing
  • Ideas WorkCode Customer Experience
  • Alana the Aware 1000 people know her
  • Work CodeIdeas Alana the Aware
  • Customer Experience Work Work
  • + TIME
  • What’s in it for me?
  • • Drives the creation of user stories! • Brainstorm features! • Prioritize features! • Key metrics for clear definition of success Product Owners
  • • Personas drive design decisions. it’s about the customer.! • Clearly communicate empathy! • Better user trials! Product Designers
  • • Involve development in creating personas.! • Shared customer empathy! • Simplified data set! • Code is tighter with experience Product Dev
  • "The personas are not useful, it's the process and the tools that you use with the personas, that's important. I only understood the personas once I used them in empathy maps and user journeys. Up until then, they were just signs that I had read." -An Atlassian Engineer” “
  • • Customer Targeting! • Tighter value proposition with product! • Demo content! • Consistent language Product Marketing
  • • No one is better to call your bluff…! • Support is the gut check on your personas. They don’t shape them. Product Support
  • Personas in Action
  • Ideal Iteration MVP
  • Completing the Language
  • In review - personas will: • Improve products with targeted love for specific customers! • Increase the overall customer focus of the company! • Reduce team silos who work with the same customer profile! • Remain focused on actual customer needs and reduce internal politics! • Increase our ability to empathize with our customers! • Make it easier to resolve issues
  • As Alana, I’d like to be able to track work by user persona because I want follow whose experience we’re making better by day. 8
  • Questions? Slides: TBD URL Learn more: https://design.atlassian.com/