BT10
Session 
6/6/2013 3:45 PM 
 
 
 
 
 
 
 

"A UX Strategy for Persona Research"
 
 
 

Presented by:
Nellie LeMon...
Nellie LeMonier
Perforce Software, Inc.

A user experience researcher and designer since 1998, Nellie LeMonier began her c...
A UX Strategy for
Persona R
P
Research
h

Nellie LeMonier
Perforce Software
UX Design

Nellie LeMonier
UX Research & Desig...
What is User Experience
(UX)?
Interaction
Design

Visual
Design

User
Research

UX or UI
Engineering & UX
Agile & UX
Lean ...
Why this talk?
Research is important
important…
Do not develop a product
without research.

Persona Origins
Personas: Alan...
Why Personas?
The Benefits
Shared d
Sh d understanding
d
Coherent story
Reduce conjecture
Build empathy
f
h “right”
Define...
A Persona Example
Business Domain
Personas are specific
p
Library of personas (when appropriate)
Personas are part of an ecosystem
When are Personas
Created?
Early
Before you start
As you go

How are Personas created?
Hypothesis

Stakeholder
Review

Ref...
Research is important…

Do not develop a product
without research.

Hypothesis

Stakeholder
Review

Refine
Hypothesis

Res...
Research

Stakeholder
Review

How are Personas Researched?
Contextual inquiry or User observation
Surveys
Phone interviews...
Without research…

What could possibly go
wrong?

Case Study:
Content Management System
(CMS)
Developers came up with the ...
CMS Case Study

Larry

Moe

Curly

End User

Sys Admin

Content Manager

These were made up

What was RIGHT with Larry, Mo...
What was WRONG with Larry, Moe
and Curly ?

No motivating factors defined
No domain expertise defined
Did not reduce conje...
CMS Personas – Take 2

Aaron
Front End Developer

Maya

Ed

Content Editor

Site Administrator

Take 2
Conclusions
1.
2.
3...
What was WRONG (PART 2) with
Larry, Moe and Curly ?

1 of the users didn’t exist
1 marketing persona wasn’t defined
(How c...
Case Study: Git Fusion Research

Requirements driven by market need
Pressure from lost sales
Internal users of competition...
Case Study: Git Fusion

Step 2: Research
Research Pl with G l
R
h Plan ith Goals
Survey via Twitter, Forums, and Sales Tea...
Mental Model
Explanation of someone’s thought
process on how something works

GOAL

MESSAGE

EXPECTATION

USER

“Paul”
About “Paul”
Huge Perforce fan boy
& early Perforce Admin

Becoming a Git/GitHub
fan boy
15 years dev
management

Paul: Us...
Paul: Using GitHub

Connecting through activity feed
Review changes of other developers
g
g
Commenting on changes

Paul: U...
Paul: Using SourceTree

Why are users choosing these
tools?
Align with mental model of needs
Effectiveness of access
Remov...
Case Study: Git Fusion

Step 3: Analysis
Hypothesis is a little wrong
Secondary persona is really primary
Primary persona ...
Case Study: Fusion

Step 5: Stakeholder Review

Perforce Git Fusion
Product Personas

44
Product Persona

Rick
Release Engineering Manager
“The devil is in the details”
•
•
•

Extensive experience delivering sol...
Case Study:Git Fusion

Research Benefits

• Business domain more defined
• Requirements for other products
• Persona accur...
How Many Projects Used Personas?

How Much Do You Know About
the Business Domain?
Why Don’t You Take The
Time to Research?
Enough known
g
Someone else
did the research

Research time
not important
p

Rese...
How Long Did You Spend
Researching Personas?

Share the Personas
Stakeholders – Marketing / Sales
g
Product Management
Pro...
Why Personas?
The Benefits
Shared d
Sh d understanding
d
Coherent story
Reduce conjecture
Build empathy
f
h “right”
Define...
Thank you.
Questions?

@nellielemonier
nellielemonier@gmail.com
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A UX Strategy for Persona Research

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Research into your users’ personas can provide deep insights into their needs and validate your product design. This research doesn’t have to take months; it can often be done in two weeks, during sprint 0. Unfortunately, many companies using agile methods don’t invest in personas and a UX strategy because they think they have no time or believe they already know enough about their users. We typically spend months to years developing a software product. Don’t we owe it to our users and ourselves to devote some time to researching and understanding them? Nellie LeMonier describes persona research methods and techniques for conducting quick guerrilla research. She discusses how to ensure your research results are shared throughout the software team so that everyone has a common understanding of what your users care about and what they need. Nellie uses case studies to illustrate the benefits and consequences for projects conducted both with and without persona research. Join Nellie to get a UX strategy for your project!

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A UX Strategy for Persona Research

  1. 1.     BT10 Session  6/6/2013 3:45 PM                "A UX Strategy for Persona Research"       Presented by: Nellie LeMonier Perforce Software, Inc.                   Brought to you by:        340 Corporate Way, Suite 300, Orange Park, FL 32073  888‐268‐8770 ∙ 904‐278‐0524 ∙ sqeinfo@sqe.com ∙ www.sqe.com
  2. 2. Nellie LeMonier Perforce Software, Inc. A user experience researcher and designer since 1998, Nellie LeMonier began her career at Accenture working with clients in diverse industries—from high-tech emerging e-commerce companies to replacement systems for low-tech welfare programs. Currently at Perforce Software, Nellie passionately designs user experiences that align with customers’ mental models. When not doing things UX, Nellie participates on the board of directors of the Breast Cancer Emergency Fund (bcef.org), a San Francisco-based non-profit organization that provides quick and compassionate financial assistance to people undergoing breast cancer treatment.  
  3. 3. A UX Strategy for Persona R P Research h Nellie LeMonier Perforce Software UX Design Nellie LeMonier UX Research & Design Perforce Software Alameda, California @nellielemonier nellielemonier@gmail.com
  4. 4. What is User Experience (UX)? Interaction Design Visual Design User Research UX or UI Engineering & UX Agile & UX Lean UX
  5. 5. Why this talk? Research is important important… Do not develop a product without research. Persona Origins Personas: Alan Cooper for Software Development (~1995) D l t ( 1995) Customer Prints: by Angus Jenkinson for C t f Customer S Segmentation / t ti Marketing (~1993)
  6. 6. Why Personas? The Benefits Shared d Sh d understanding d Coherent story Reduce conjecture Build empathy f h “right” Define the “ h ” requirement Save Development Effort ($) What is a Persona? Personification of the roles Role, professional background Identity and personality Technical expertise Goals & cares
  7. 7. A Persona Example
  8. 8. Business Domain Personas are specific p Library of personas (when appropriate) Personas are part of an ecosystem
  9. 9. When are Personas Created? Early Before you start As you go How are Personas created? Hypothesis Stakeholder Review Refine Hypothesis Research Analysis
  10. 10. Research is important… Do not develop a product without research. Hypothesis Stakeholder Review Refine Hypothesis Research Analysis
  11. 11. Research Stakeholder Review How are Personas Researched? Contextual inquiry or User observation Surveys Phone interviews Market research Domain research
  12. 12. Without research… What could possibly go wrong? Case Study: Content Management System (CMS) Developers came up with the personas No research was done to create these
  13. 13. CMS Case Study Larry Moe Curly End User Sys Admin Content Manager These were made up What was RIGHT with Larry, Moe and Curly? Comic relief United the team Gave conversation Ga e them a common con ersation Tasks for personas were defined
  14. 14. What was WRONG with Larry, Moe and Curly ? No motivating factors defined No domain expertise defined Did not reduce conjecture Curly couldn’t type CMS Personas – Take 2 1. Larry, Moe and Curly were retired (RIP) 2. Research domain: internal interviews (1 day) ( y) 3. Research specific roles through interviews (1 week) 1. Synthesize new Personas (1 week)
  15. 15. CMS Personas – Take 2 Aaron Front End Developer Maya Ed Content Editor Site Administrator Take 2 Conclusions 1. 2. 3. 4. Clear motivations Tasks are defined Expertise known Unifies product team
  16. 16. What was WRONG (PART 2) with Larry, Moe and Curly ? 1 of the users didn’t exist 1 marketing persona wasn’t defined (How can we sell to these guys?) No consensus with stakeholders Case Study: Git Fusion Research Developer & UX came up with Personas Research done into domain
  17. 17. Case Study: Git Fusion Research Requirements driven by market need Pressure from lost sales Internal users of competition Domain was somewhat known Case Study: Git Fusion Step 1: Persona Hypothesis Evan System Administrator Vera P4V Developer Greg Git Developer Rick Release Engineer Tom Dev Manager
  18. 18. Case Study: Git Fusion Step 2: Research Research Pl with G l R h Plan ith Goals Survey via Twitter, Forums, and Sales Team Phone Interviews Site Visits Remote Screen Sharing g Case Study: Fusion Step 2.5 Share Research Doing research is cool, but sharing it is even cooler…
  19. 19. Mental Model Explanation of someone’s thought process on how something works GOAL MESSAGE EXPECTATION USER “Paul”
  20. 20. About “Paul” Huge Perforce fan boy & early Perforce Admin Becoming a Git/GitHub fan boy 15 years dev management Paul: Using GitHub Connecting through activity feed
  21. 21. Paul: Using GitHub Connecting through activity feed Review changes of other developers g g Commenting on changes Paul: Using Perforce Several barriers to achieve same functionality Review Daemon - > P4Web Code review tool - > set up, not cohesive experience P4V -> history view more clicks to visually diff
  22. 22. Paul: Using SourceTree Why are users choosing these tools? Align with mental model of needs Effectiveness of access Remove barrier to information Make development more effective Effective development means making more awesome software faster
  23. 23. Case Study: Git Fusion Step 3: Analysis Hypothesis is a little wrong Secondary persona is really primary Primary persona is really secondary Other requirements and influencers Case Study: Git Fusion Step 4: Refine Hypothesis Tom Dev Manager Evan System Administrator Greg Git Developer
  24. 24. Case Study: Fusion Step 5: Stakeholder Review Perforce Git Fusion Product Personas 44
  25. 25. Product Persona Rick Release Engineering Manager “The devil is in the details” • • • Extensive experience delivering solutions that use diverse technologies Adept at meeting strict deadlines Wants to be the hero, failure is not an option Who he is: Profession: Director of Release Engineering Education: Masters in Computer Engineering, UC Berkeley, 2001 Age: 38 Home Life: Married with 3 children. Volunteers with his church 2 weekends a month. Personality: Dynamic leader who loves thinking on a large scale. Technical expertise: Has deep understanding in development and configuration processes and strategies Expert in Gerrit Git strategies. Gerrit, Git, ClearQuest, OracleDB, and mySQL which he’s used to create and automate the ALM processes and his company. Goals: • • • • • • • Allow users to re-use code. Ensure that everything is tested by automation. Bugs can easily be traced and fixed. Configure new modules. Organize who has access to what. Ensure users can easily follow a workflow strategy. Understand how product dependencies work. Product Persona Evan Enterprise Version Management System Administrator “My job is to protect my company’s crown jewels” • • • Extensive experience in development and source control First adopter of new technology The security reliability and performance of the site are his first priorities security, Who he is: Profession: System Admin in IT Department Education: BS Mechanical Engineering, University of Illinois, 1980 Age: 54 Home Life: Single. Rides motorcycles in his spare time. Into gaming. Personality: Not afraid of new technology, likes a challenge and solving problems but also appreciates products that just work as their supposed to. Technical expertise: Has H experience administrating P f i d i i t ti Perforce, Cl C ClearCase, and SVN Also has experience coding i P l and d SVN. Al h i di in Perl d Python. Goals: • • • • • Easily set up and configure a Git Fusion server. Create and manage user access to Perforce, GF and Gerritt. Ensure that systems are backed up, secure, auditable, and highly available. Full access, when he needs it, to all systems he maintains. Enforce SOX compliance requirements through systems he maintains. What he cares about: • Wants Perforce up and running, responsive with no down or slow time. Downtime means complaints 46 and idle employees
  26. 26. Case Study:Git Fusion Research Benefits • Business domain more defined • Requirements for other products • Persona accuracy • Strengthen relationships with users • Build the product customers want to buy Survey to UX Practitioners Respondent Self-Described Titles UX Designer 66% UX Researcher 55% Project Manager 15% 11% Product Manager 4% Developer 9% UX Manager/Director 0% 10% 20% 30% 40% 50% 60% 70%
  27. 27. How Many Projects Used Personas? How Much Do You Know About the Business Domain?
  28. 28. Why Don’t You Take The Time to Research? Enough known g Someone else did the research Research time not important p Research important, no time Other Reasons For No Research: Lack of interest from stakeholders Lack f budget f any research L k of b d for h Out of scope Organization does not value research Does not believe there are changes to the domain, r th d in research was d n years r h done r ago
  29. 29. How Long Did You Spend Researching Personas? Share the Personas Stakeholders – Marketing / Sales g Product Management Product Team Keep the Personas Alive
  30. 30. Why Personas? The Benefits Shared d Sh d understanding d Coherent story Reduce conjecture Build empathy f h “right” Define the “ h ” requirement Save development effort The (OTHER) Benefits of Research Build trust with your users Build a relationship Usability testers ready Expand stakeholders Learn of “Other” opportunities Other Make MORE $$$ Make a better product
  31. 31. Thank you. Questions? @nellielemonier nellielemonier@gmail.com

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