Making Personas Work (Without Breaking the Bank) - UX London 2011

Persona n. A model of current human behavior that is - derived from contextual research data - described as if it were a real person - used to promote shared understanding & empathy - used in stories to envision the future © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

They sometimes fail to cure the disease. 1/3 unhappy with results - don’t solve problem - not accepted © 2010-2011 Kim Goodwin Forrester, 2003MAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

They often cost more than they should. Typical: $80,000 / £49,000 Range: $20K - $650K / £12K - £400K © 2010-2011 Kim Goodwin Forrester, 2003MAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Case 1: GeekTools Inc. IT software “Users are like us” Provisional personas for scoping & scenarios Result: Easier process Still the wrong answers © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Case 2: PhoneCo Good research Stakeholders participated Left out Europe (budget; did not expect behavior difference) Result: European team members did not accept results © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Case 3: MoneyBags Ltd. Financial services company Design team planned research without consulting Good data Good personas Result: Missed an important market segment Prevented acceptance of personas © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Research planning is a collaborative task. Solution: Interview all stakeholders, draft a plan, then review with everyone. © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Case 4: MegaComputing Company-wide persona initiative Central research team, not product-oriented Heavy quantitative research orientation Result: Personas focused on demographics, not useful for design Not focused enough for specific products Credibility of personas as a tool suffered © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Focus personas on behavior in a specific domain. Solution: Coordinate efforts, but do personas in conjunction with © 2010-2011 Kim Goodwin design projects.MAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Case 5: BigBox Multi-channel retailer Stores, catalogs, mobile, web Divided into design teams by channel One channel team did personas Result: Learned a lot about other channels Generated interest on other teams, but not acceptance Still not able to design a cross-channel experience © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Focus research on user activities, not channels or products. Solution: Broad research involving multiple teams, if possible. © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Case 6: MegaComputing again Huge software company Much enthusiasm about personas PMs define requirements first, develop personas to fit Result: Personas have no visible impact © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Learn about human behavior & let that define the product. Solution: Educate PMs. Do personas before requirements. © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Case 7: DesignPro Consultants doing research for consumer product Good sample Good data Confident they knew how to do personas Result: Personas based on demographic factors were hard to use Missed a key behavioral pattern in the data © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Case 8: Enterprise Systems Complex enterprise workflow Good sample Good data 10-page persona descriptions Result: No one wanted to read 10 pages Too much detail to work as archetypes © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Case 9: ConsultingCo Client hired agency inexperienced with personas Personas expressed as bullets on slides Broad generalizations Little or no behavior Result: Didn’t catch on People confused them with segments © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Story makes it real. Behavioral detail makes it useful. Solution: Bullets are OK for quick reference, but start with stories. © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Case 10: Retailers R Us Consumer brand Several research teams in various departments Hired outside firm Good data Good personasResult: Designers didn’t use the personas © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

The personas aren’t the point; the research is. Solution: Train designers & get them to join research. © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Case 11: HealthCorps Involved stakeholders in planning & research Covered all segments & geographies Added a role uncovered during research Addressed areas not immediately planned for product Marketed personas internally Used personas in employee orientation © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Case 11: HealthCorps Involved stakeholders in planning & research Covered all segments & geographies Added a role uncovered during research Addressed areas not immediately planned for product Marketed personas internally Used personas in employee orientation Result: Years ahead of competitors Market success Personas still in use 10 years later © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

For example, case 12: Consumer Financial Services Very customer oriented Used to doing lots of quantitative research Would not accept small sample Result: Twice the time and cost Execs were willing to pay Personas still in use 8 years later © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Case 13: OﬃceWork Inc. Broad user base Planned sample of ~100 people in multiple countries Planned on outsourcing Result: Execs balked at time & budget © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

1. Base sample on hypothesis about similar behaviors, not on job titles. 2. Consider staged research. 3. Consider coaching over outsourcing. © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Cases 14, 15, 16: Other expensive examples Persona living rooms Custom persona dolls Actors Result: Significant budget went to personas instead of design Probably some credibility issues © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Minimize time spent on design tools; maximize time spent on design. Solution: Use the least expensive approach that will achieve the goal. © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Provisional personasno research, informal documentation1 designer 500 / day 2 days £100016 stakeholders 500 / day 1/2 day £4000 £5000 © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Typical research-based personas, all internalSample of 20 people @ 4 / day = 5 days; self-recruit1 designer 500 / day 15 days £750016 stakeholders 500 / day 1/2 day £4000Interview training 500 / head 5 people £25005 stakeholders in 500 / day 2 days £5000interviewsParticipant gifts 50 20 people £1000Stock photos for 25 4 photos £100 © 2010-2011 Kim Goodwinpersonas £20100MAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

Complex audience plus coachingSample of 40 people @ 4 / day = 10 days; self-recruit1 designer 500 / day 25 days £125001 coach 1500 / day 10 days £1500016 stakeholders 500 / day 1/2 day £4000Interview training 500 / head 10 people £500010 stakeholders in 500 / day 2 days £10000interviewsParticipant gifts 50 40 people £2000Stock photos2010-2011 Kim Goodwin © for 25 8 photos £200personas £48700MAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

The most expensive research & personas are the ones you don’t do. Not having accurate or shared understanding costs in market share, support, development time ... © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

1. Identify if you need personas, research, or both2. Do it in-house (with coaching if necessary)3. Get stakeholder participation in planning &research4. Focus on user activities, not products or channels5. Use a behavior hypothesis to guide sample size6. Balance buy-in & cost with scope & travel © 2010-2011 Kim GoodwinMAKING PERSONAS WORK WITHOUT BREAKING THE BANK - UX LONDON 2011 Kim Goodwin © 2011

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Making Personas Work (Without Breaking the Bank) - UX London 2011

by Kim Goodwin

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