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The Role of Personas, Design Briefs, Stories, Storyboards and
Wireframes in the Ideation/Design/Build Process




Paul She...
 It’s	
  easy	
  to	
  become	
  trapped	
  into	
  a	
  
                 product-­‐	
  or	
  market-­‐	
  centered	
  
 ...
It’s	
  easy,	
  actually…	
  

                    Go	
  visit	
  the	
  customers	
  
                             Profil...
And	
  most	
  importantly…	
  

        Socialize	
  and	
  share	
  your	
  customer	
  insights!	
  

                 ...
5	
  
 Too	
  product-­‐focused:	
  

        	
  Thinking	
  about	
  the	
  product	
  in	
  
            terms	
  of	
  the	
...
 Leads	
  to	
  feature	
  
            matrix	
  thinking…	
  

        	
  And	
  a	
  “presence-­‐
            absence”...
 Too	
  market-­‐focused:	
  

        	
  Thinking	
  about	
  customers	
  at	
  the	
  
            market	
  level,	
 ...
 Knowing	
  your	
  segment	
  and	
  competitors	
  
            doesn’t	
  tell	
  you	
  how	
  to	
  design	
  the	
  ...
  Know	
  the	
  product	
  	
  
           Know	
  the	
  market	
  
           Know	
  the	
  people	
  who	
  
     ...
That	
  is…	
  know	
  your	
  customers’…	
  
           Capabilities	
  and	
  constraints	
  
           Goals	
  
  ...
12	
  
 Go	
  visit	
  the	
  customers	
  where	
  they	
  use	
  your	
  
             product	
  or	
  service…	
  not	
  in	
...
Why?	
  Two	
  great	
  reasons:	
  	
  
         1.  Self-­‐report	
  is	
  unreliable.	
  (People	
  don’t	
  
         ...
15	
  
“Can’t	
  you	
  just	
  figure	
  that	
  stuff	
  out?”	
  

                          Not	
  so	
  much…	
  

          G...
 “We	
  don’t	
  have	
  time	
  to	
  go	
  into	
  the	
  field!”	
  

                           I	
  call	
  BS	
  on	
...
 “It’s	
  too	
  expensive!”	
  

         You	
  can	
  do	
  quality	
  user	
  research	
  for	
  a	
  few	
  
        ...
Generating	
  insights	
  from	
  field	
  observation	
  is	
  
                 not	
  hard	
  or	
  time-­‐consuming.	
 ...
Have	
  I	
  convinced	
  you	
  that	
  you	
  need	
  qualitative,	
  
             detailed,	
  individual-­‐level	
  u...
At	
  my	
  former	
  company	
  we	
  nearly	
  missed	
  
               a	
  big	
  gap	
  in	
  the	
  product	
  expe...
What	
  did	
  we	
  miss?	
  

               The	
  install	
  experience	
  was	
  too	
  hard.	
  

         We	
  tho...
…unless	
  we	
  watched	
  them!	
  




23	
  
24	
  
1.  Converting	
  observation	
  insights	
  into	
  
             useful	
  product	
  management	
  and	
  design	
  
  ...
 How	
  many	
  of	
  you	
  write	
  business	
  
               requirements	
  documents?	
  




26	
  
 Does	
  it	
  look	
  something	
  like	
  this?	
  	
  




27	
  
28	
  
Where’s	
  the	
  user	
  in	
  that?	
  

         Yeah,	
  there’s	
  actors…but	
  does	
  UML	
  really	
  
          ...
A	
  “different”	
  kind	
  of	
  BRD…	
  

                  [show	
  sample]	
  




30	
  
A	
  BRD	
  with	
  business	
  requirements	
  AND…	
  
           A	
  design	
  brief	
  
           Personas	
  buil...
You	
  tell	
  me.	
  




32	
  
 Don’t	
  make	
  it	
  too	
  complex!	
  

         	
  Include	
  stuff	
  like	
  goals,	
  tasks	
  and	
  context.	
 ...
34	
  
35	
  
 Again,	
  don’t	
  go	
  crazy.	
  Let	
  me	
  show	
  you	
  
             wireframes	
  and	
  storyboard	
  for	
  pa...
37	
  
38	
  
39	
  
40	
  
41	
  
42	
  
Your	
  immediate	
  goal	
  is	
  to	
  get	
  the	
  product	
  
                              built	
  right.	
  	
  

...
Placemats,	
  pictures,	
  posters,	
  wall	
  space…	
  




44	
  
What’s	
  my	
  point?	
  

           When	
  you	
  go	
  to	
  the	
  field,	
  profile	
  users,	
  and	
  
            ...
If	
  you	
  can’t	
  physically	
  bring	
  them	
  to	
  the	
  field,	
  
                share	
  what	
  you’ve	
  gle...
This	
  is	
  how	
  you	
  align	
  your	
  organization	
  on	
  the	
  
          user	
  experience	
  –	
  by	
  shar...
  Visit	
  your	
  customers	
  in	
  their	
  environment!	
  
           Profile	
  them,	
  make	
  personas	
  and	
 ...
 What	
  are	
  your	
  experiences	
  in	
  this	
  area?	
  




49	
  
 Paul	
  Sherman	
  
         	
  Sherman	
  Group	
  User	
  Experience	
  
         	
  www.shermanux.com	
  
         	...
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From Personas to Production: The Role of Personas, Design Briefs, Stories, Storyboards, and Wireframes in the Ideation/Design/Build Process

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From Personas to Production:
The Role of Personas, Design Briefs,
Stories, Storyboards, and Wireframes in
the Ideation/Design/Build Process

-Presented at ProductCampAustin09, 15 August 2009.

Published in: Technology, Business
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Transcript of "From Personas to Production: The Role of Personas, Design Briefs, Stories, Storyboards, and Wireframes in the Ideation/Design/Build Process"

  1. 1. The Role of Personas, Design Briefs, Stories, Storyboards and Wireframes in the Ideation/Design/Build Process Paul Sherman Sherman Group User Experience
  2. 2.  It’s  easy  to  become  trapped  into  a   product-­‐  or  market-­‐  centered   perspective…  and  lose  site  of  what  the   customer  needs.    The  UX  field  gives  you  tools  to  put  and   keep  focus  on  the  customer,  release   after  release.   2  
  3. 3. It’s  easy,  actually…   Go  visit  the  customers   Profile  them   Build  personas  from  the  profiles     Tell  the  customers’  stories  (“agile”-­‐ly)   Illustrate  the  stories   3  
  4. 4. And  most  importantly…   Socialize  and  share  your  customer  insights!   I’ll  tell  you  how  at  the  end.     4  
  5. 5. 5  
  6. 6.  Too  product-­‐focused:    Thinking  about  the  product  in   terms  of  the  features  it  supports.   6  
  7. 7.  Leads  to  feature   matrix  thinking…    And  a  “presence-­‐ absence”  mindset…    Which  de-­‐ emphasizes   designing  to  satisfy   users’  goals  and   workflow.   7  
  8. 8.  Too  market-­‐focused:    Thinking  about  customers  at  the   market  level,  not  in  terms  of   individuals,  their  goals,  and  their   workflow.   8  
  9. 9.  Knowing  your  segment  and  competitors   doesn’t  tell  you  how  to  design  the  product!   9  
  10. 10.   Know  the  product       Know  the  market     Know  the  people  who   use  the  product!   10  
  11. 11. That  is…  know  your  customers’…     Capabilities  and  constraints     Goals     Workflow     Context  of  use   Note:  you  can’t  get  this  from  a  survey  or  a  focus  group  session.   11  
  12. 12. 12  
  13. 13.  Go  visit  the  customers  where  they  use  your   product  or  service…  not  in  a  focus  group   facility!   13  
  14. 14. Why?  Two  great  reasons:     1.  Self-­‐report  is  unreliable.  (People  don’t   mean  to  lie,  they  just  do.)   2.  Remove  people  from  their  context,  and   you  can’t  see  –  and  they  can’t  remember  -­‐   the  details  of  their  tasks.   14  
  15. 15. 15  
  16. 16. “Can’t  you  just  figure  that  stuff  out?”   Not  so  much…   Good  product  design  flows  from   understanding  the  users…and   understanding  them  means  observing   them.   16  
  17. 17.  “We  don’t  have  time  to  go  into  the  field!”   I  call  BS  on  that…    It’s  not  hard  or  time-­‐consuming  if  done   right…plus  it  prevents  churn.   17  
  18. 18.  “It’s  too  expensive!”   You  can  do  quality  user  research  for  a  few   thousand  dollars.   If  you  can’t  afford  that,  you  have  other   problems.   18  
  19. 19. Generating  insights  from  field  observation  is   not  hard  or  time-­‐consuming.   But  sharing  and  socializing  it  is  critical.  We’ll   cover  this  before  the  end  of  the  session.     19  
  20. 20. Have  I  convinced  you  that  you  need  qualitative,   detailed,  individual-­‐level  user  research?     If  not,  let  me  tell  you  a  story…   20  
  21. 21. At  my  former  company  we  nearly  missed   a  big  gap  in  the  product  experience…   …and  we  only  found  the  problem  through   field  observations.   21  
  22. 22. What  did  we  miss?   The  install  experience  was  too  hard.   We  thought  it  was  decent.  but  when  we  took   the  beta  to  new  customers  and  watched   what  happened…  we  wanted  to  cry.   22  
  23. 23. …unless  we  watched  them!   23  
  24. 24. 24  
  25. 25. 1.  Converting  observation  insights  into   useful  product  management  and  design   guidance.   2.  Using  the  content  to  socialize  insights,   attain  alignment,  and  maintain  focus  on   the  customer.   25  
  26. 26.  How  many  of  you  write  business   requirements  documents?   26  
  27. 27.  Does  it  look  something  like  this?     27  
  28. 28. 28  
  29. 29. Where’s  the  user  in  that?   Yeah,  there’s  actors…but  does  UML  really   tell  you  anything  about  your  users?   29  
  30. 30. A  “different”  kind  of  BRD…   [show  sample]   30  
  31. 31. A  BRD  with  business  requirements  AND…     A  design  brief     Personas  built  from  user  observations     User  stories  (in  agile  format)     Storyboards  with  wireframes   31  
  32. 32. You  tell  me.   32  
  33. 33.  Don’t  make  it  too  complex!    Include  stuff  like  goals,  tasks  and  context.      But  don’t  go  crazy…  it’s  not  rocket  science!   33  
  34. 34. 34  
  35. 35. 35  
  36. 36.  Again,  don’t  go  crazy.  Let  me  show  you   wireframes  and  storyboard  for  part  of  an  app   I’m  working  on  this  week.      Context:  I  am  designing  a  way  for  people  to   create  an  update,  like  on  Twitter  or  Facebook.   36  
  37. 37. 37  
  38. 38. 38  
  39. 39. 39  
  40. 40. 40  
  41. 41. 41  
  42. 42. 42  
  43. 43. Your  immediate  goal  is  to  get  the  product   built  right.     But  what  you  really  want  to  do  is  get  your   organization  aligned  on  the  customer   experience.   How?   43  
  44. 44. Placemats,  pictures,  posters,  wall  space…   44  
  45. 45. What’s  my  point?   When  you  go  to  the  field,  profile  users,  and   build  personas,  you’re  gaining  incredible   insight  into  your  customer  base.     Bring  your  developers  and  management  along   on  this  journey!   45  
  46. 46. If  you  can’t  physically  bring  them  to  the  field,   share  what  you’ve  gleaned  from  the  field   back  at  the  office:     Hang  it  on  your  walls  &  boards   Make  “persona  placemats”  and  leave  them  in   the  lunchroom   Put  persona  or  profile  “posters”  in  every   meeting  room   46  
  47. 47. This  is  how  you  align  your  organization  on  the   user  experience  –  by  sharing  the  field  insights.   47  
  48. 48.   Visit  your  customers  in  their  environment!     Profile  them,  make  personas  and  tell  their   stories.     Storyboard  their  stories  with  wireframes.     Get  your  organization  to  really  understand   the  customer….not  just  the  market  or  the   product!   48  
  49. 49.  What  are  your  experiences  in  this  area?   49  
  50. 50.  Paul  Sherman    Sherman  Group  User  Experience    www.shermanux.com    paul@shermanux.com    Twitter:  @pjsherman   50  
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