Provisional Persona Workshop 1.0
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Provisional Persona Workshop 1.0

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This workshop is a precursor to creating full, research-backed personas, and is aimed to externalize what stakeholders already know about their customers - to share prior knowledge and assumptions ...

This workshop is a precursor to creating full, research-backed personas, and is aimed to externalize what stakeholders already know about their customers - to share prior knowledge and assumptions through experience working at your company, interacting with users, and data generated by users. The provisional personas developed here are also known as: Proto-Personas, Ad Hoc Personas, Strawman Personas, Skeletal Personas, or Pragmatic Personas.

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Provisional Persona Workshop 1.0 Provisional Persona Workshop 1.0 Presentation Transcript

  • Provisional* Personas Workshop *AKA Proto-Personas, Ad Hoc Personas, Strawman Personas, Skeletal Personas, or Pragmatic Personas 2:15 Mo Goltz
  • Provisional Personas 
 These are your current best guesses as to describing and understanding who is currently using (or will use) your product and why. They are not full, research backed personas.
  • Why 
 expose what you know, 
 and what you don’t about your users
  • Benefits When  you  use  this  process  -­‐  you  will   come  across  things  you  just  don’t  know.     ! For  those  things  that  you  don’t  know  and   that  do  ma;er,  you  can  create  a  backlog   of  research  that  you  need  to  do.     ! This  backlog  will  help  inform  and  focus   subsequent  research.
  • Benefits ability  to  test  hypothesis  and  assumpAons  you  already  have   ! target  areas  that  will  require  more  inquiry   ! gives  the  team  a  structure  for  collecAng  and  organizing     informaAon  as  it  comes  up   ! help  your  team  understand  personas  and  why  they  are   important   ! help  your  team  pracAce  and  perfect  persona  creaAon  methods
  • It’s  recommend  that  you  create  provisional  personas   whether  or  not  you  plan  to  collect  first-­‐hand  data  about   your  target  users.  
  • Agenda 1 2 3 4 Identification & Segmentation 0:15 Attribute Profiling (discrete) 1:00 break Spectrum Profiling (continuous)! 1:15 Personification 0:20
  • Stage 1 
 Identification " & Segmentation 0:15
  • Purpose Determine  who  uses  your  soGware.  What  kinds  or  types  of   people  are  they?  How  would  you  divide  this  crowd  into   meaningful  groups?  
  • Disclaimer No  ma;er  how  informed  or  thorough  the  reasoning,  there  are   always  mulAple  ways  to  create  segments.   ! There  is  no  one  right     way  to  segment  your  users….
 but  that’s  OK.   ! As  long  as  you  determine  users  that  are  important  to  you  and   your  business  ,  you  will  have  succeeded,  no  ma;er  how  you   segment  your  user  base.
  • It is more important that a persona be precise than accurate. 
 That is, it is more important to define the persona in great and specific detail than that the persona be the precisely correct one. – Alan Cooper
  • Precision Accuracy
  • Identification & Segmentation Activities 1.  think  of  all  the  people  who  currently  use,  or  could  use  your  so5ware   how  are  users  typically  categorized   how  do  you  think  they  should  be  categorized   industry  and  roles  are  a  good  place  to  start
 5 min 2. name  each  type  of  user,  and  put  each  kind  of  user  on  its  own  s7cky  note,  then   place  it  on  the  wall
 10 min 3. cluster,  group,  and  eliminate  duplicates  as  needed   Discuss  whether  there  are  too  many  or  too  few  categories   consolidate  or  divide  personas  as  needed     Don’t  spend  too  long  debaAng  this,  as  the  number  of  categories  will  evolve  over   the  course  of  this  exercise
  • Stage 2 
 Attribute Profiling 1:00
  • Purpose How  would  you  describe  they  types  of  people  that  use  your  so4ware?  
 As  a  team,  what  are  the  common,  average,  or  dominant  characteris<cs  that  are   meaningful  and  make  each  type  of  users  different  than  the  others?     Describe  these  traits  as  discrete  data  points. 43 years old 30% of users I need to make the quota this month
  • Attribute Profiling Activities Get  out  four  colors  of  s7cky  notes   Color  one:  demographics  and  environment   Color  two:  responsibiliAes,  needs  /  wants,  moAvaAons,  and  goals   Color  three:  pain  points   Color  four:  design  imperaAves
  • Attribute Profiling Activities 5 min For  each  type  of  user  determine   1. color  one:  demographics,  and  environment   Gender   Age   Size  of  populaAon  as  a  percentage  or  raw  number  (best  guess)   size  of  company  and/or  office  (best  guess) fill  out  s7cky  notes
 one  concept  per  note
 brain  dump  -­‐  fill  out  sAckies  unAl  you  can’t  think  of  any  more   place  s7cky  notes  on  a  wall  or  whiteboard     stand  back,  no7ce  paAerns  and  discuss  as  a  team   5 min cluster  notes  into  related  groups  (affinity  diagram)
 you  may  want  to  name  clusters  to  clarify  data  and  to  make  discussion  easier   over  the  course  of  discussion,  clusters  may  merge  or  separate  -­‐  let  the  conversaAon   naturally  go  where  it  needs  to  go  unAl  the  team  is  happy  with  the  clustering   determine  if  anything  is  missing
  • Attribute Profiling Activities 5 min For  each  type  of  user  determine   2. color  two:  responsibili7es,  needs  /  wants,  mo7va7ons,  and  goals   I  have  to___   I  need  to  ___   I  want  to  ___ fill  out  s7cky  notes
 one  concept  per  note
 brain  dump  -­‐  fill  out  sAckies  unAl  you  can’t  think  of  any  more   place  s7cky  notes  on  a  wall  or  whiteboard     stand  back,  no7ce  paAerns  and  discuss  as  a  team   10 min cluster  notes  into  related  groups  (affinity  diagram)
 you  may  want  to  name  clusters  to  clarify  data  and  to  make  discussion  easier   over  the  course  of  discussion,  clusters  may  merge  or  separate  -­‐  let  the  conversaAon   naturally  go  where  it  needs  to  go  unAl  the  team  is  happy  with  the  clustering   determine  if  anything  is  missing
  • Attribute Profiling Activities 5 min For  each  type  of  user  determine   3. color  three:  pain  points   I  find  __  difficult   I  am  frustrated  by  __   I  would  be  able  to  do  a  be;er  job  if  ___  was  different   ___  ruins  my  day fill  out  s7cky  notes
 one  concept  per  note
 brain  dump  -­‐  fill  out  sAckies  unAl  you  can’t  think  of  any  more   place  s7cky  notes  on  a  wall  or  whiteboard     stand  back,  no7ce  paAerns  and  discuss  as  a  team   10 min cluster  notes  into  related  groups  (affinity  diagram)
 you  may  want  to  name  clusters  to  clarify  data  and  to  make  discussion  easier   over  the  course  of  discussion,  clusters  may  merge  or  separate  -­‐  let  the  conversaAon   naturally  go  where  it  needs  to  go  unAl  the  team  is  happy  with  the  clustering   determine  if  anything  is  missing
  • Attribute Profiling Activities 5 min For  each  type  of  user  determine   4. color  four:  design  impera7ves   what  does  the  product  have  to  do  in  order  to  make  them  happy  and  successful?  
 Be  as  specific  as  possible. fill  out  s7cky  notes
 one  concept  per  note
 brain  dump  -­‐  fill  out  sAckies  unAl  you  can’t  think  of  any  more   place  s7cky  notes  on  a  wall  or  whiteboard     stand  back,  no7ce  paAerns  and  discuss  as  a  team   10 min cluster  notes  into  related  groups  (affinity  diagram)
 you  may  want  to  name  clusters  to  clarify  data  and  to  make  discussion  easier   over  the  course  of  discussion,  clusters  may  merge  or  separate  -­‐  let  the  conversaAon   naturally  go  where  it  needs  to  go  unAl  the  team  is  happy  with  the  clustering   determine  if  anything  is  missing
  • Profiling Activities 5 min 5. for  each  user  type,  consolidate  all  affinity  diagrams  onto  an  piece  of  paper   folded  into  quadrants leave blank for now demographics & environment pain points responsibilities, 
 needs / wants, 
 motivations, 
 and goals design imperatives
  • Stage 3 
 Spectrum Profiling 1:15
  • Purpose How  would  you  describe  they  types  of  people  that  use  your  so4ware?  
 As  a  team,  what  are  the  common,  average,  or  dominant  characteris<cs  that  are   meaningful  and  make  each  type  of  users  different  than  the  others?     Describe  these  traits  as  a  spectrum. texts infrequently texts often
  • Spectrum Profiling Activities 10 min For  each  type  of  user  (or  similar  type  of  users  -­‐  i.e.  in  the  same  industry)   1. choose  5  -­‐  10  aAributes  you  think  are  important  or  maAer  more  than  others General infrequent  taks short  tasks nega<ve  a@tude knows  nothing  about    tech rookie frequent  tasks long  tasks posi<ve  a<tude expert  in  tech pro
  • Spectrum Profiling Activities For  each  type  of  user  (or  similar  type  of  users  -­‐  i.e.  in  the  same  industry)   1. choose  5  -­‐  10  aAributes  you  think  are  important  or  maAer  more  than  others Specific relies  on  research  that’s  provided avoids  jargon  with  client   reluctant  to  new  technology few  clients does  own  personal  research uses  jargon embraces  new  tech many  clients small  accounts   large  accounts less  experience more  experience focused  on  risk  management focused  on  returns infrequent  transac<ons    frequent  transac<ons nego<ates  with  client does  what  clients  ask  
  • Spectrum Profiling Activities 5 min For  each  type  of  user  (or  similar  type  of  users  -­‐  i.e.  in  the  same  industry)   2. share  the  5  -­‐  10  aAributes  each  team  member  chose  by  puNng  them  up  on  the   whiteboard   10 min 3. consolidate  the  numerous  spectrums  into  one  set  of  5-­‐10
  • Spectrum Profiling Activities 5 min For  each  type  of  user  (or  similar  type  of  users  -­‐  i.e.  in  the  same  industry)   4. each  team  member  places  a  a  uniquely  colored  dot  on  the  spectrums  where  they   think  is  most  appropriate   5 min 5. con7nue  for  all  5-­‐10  spectrums
  • Spectrum Profiling Activities 15 min For  each  type  of  user  (or  similar  type  of  users  -­‐  i.e.  in  the  same  industry)   6. stand  back  and  no7ce  paAerns  (if  Ame  allows)
  • Spectrum Profiling Activities For  each  type  of  user  (or  similar  type  of  users  -­‐  i.e.  in  the  same  industry)   6. stand  back  and  no7ce  paAerns  (if  Ame  allows)   If  there  is  immediate  consensus,  minimal  discussion  will  be  required.     If,  however,  there  are  outliers  or  a  broad  distribuAon  of  opinion,  the  team   should  be  encouraged  to  discuss  and  debate  those  issues.   Do  pa;erns  in  the  spectrum  voAng  reveal  that  perhaps  what  has  been   thought  of  as  one  persona  should  be  split  into  two,  or  do  you  just  not   understand  enough  to  come  to  an  agreement  on  what  this  type  of  user  is  like   ! for  more  info:     h;p://wiki.fluidproject.org/display/fluid/Persona+CreaAon   Designing  for  the  Digital  Age:  pages  247  -­‐  265
  • Spectrum Profiling Activities 10 min For  each  type  of  user  (or  similar  type  of  users  -­‐  i.e.  in  the  same  industry)   7. consolidate  all  ‘vo7ng’  dots  into  one  dot  per  spectrum   If  there  is  immediate  consensus,  minimal  discussion  will  be  required.     If,  however,  there  are  outliers  or  a  broad  distribuAon  of  opinion,  the  team   should  be  encouraged  to  discuss  and  debate  those  issues.   texts infrequently texts often texts infrequently texts often
  • Spectrum Profiling Activities 10 min For  each  type  of  user  (or  similar  type  of  users  -­‐  i.e.  in  the  same  industry)   7. place  the  5  -­‐  10  spectrums  on  the  back  of  the  persona  sheet
  • Stage 4 
 Personification 0:25
  • Purpose At  this  point  you  have  a  bunch  of  user  types,  but  they  are  not  yet  a  provisional  persona.   Personifying  makes  each  user  type  more  a  more  concrete  and  tangible  example
  • Personification Activities 5 min For  each  type  of  user  determine   name   descripAve  label  (i.e.  impaAent  shopper)   strong  quote  in  ‘their  own  words’ fill  out  s7cky  notes
 one  concept  per  note
 brain  dump  -­‐  fill  out  sAckies  unAl  you  can’t  think  of  any  more   place  s7cky  notes  on  a  wall  or  whiteboard     stand  back,  no7ce  paAerns  and  discuss  as  a  team   10 min cluster  notes  into  related  groups  (affinity  diagram)
 you  may  want  to  name  clusters  to  clarify  data  and  to  make  discussion  easier   over  the  course  of  discussion,  clusters  may  merge  or  separate  -­‐  let  the  conversaAon   naturally  go  where  it  needs  to  go  unAl  the  team  is  happy  with  the  clustering   determine  if  anything  is  missing
  • Personification Activities 5 min 1.fill  out  the  personifica7on  aAributes  on  the  front  of  your  persona  sheet   in  the  top  le5  quadrant name descriptive label strong quote
  • End of the Workshop what’s next
  • After the Workshop
 Validate & Refine
  • Validate & Refine Activities Have  others  (who  weren’t  in  the  persona  workshop)  review  your  provisional  personas.     
 People  could  be   Others  in  your  company  who  frequently  interact  with  end  users   Subject  Ma;er  Experts  outside  the  company   Actual  users   
 Ask  Them   Are  these  the  people  you  interact  with     Is  anyone  missing?     Are  these  really  all  separate  people?  Have  you  captured  “differences  that  make  a   difference”  
  • Additional Sources http://www.infoq.com/presentations/pragmatic-personas! http://vimeo.com/70214000! http://wiki.fluidproject.org/display/fluid/Personas! http://zenexmachina.wordpress.com/tag/pragmatic-personas/! http://uxmatters.com/mt/archives/2011/03/the-dangers-of-design-by-user.php! http://www.jnd.org/dn.mss/personas_empath.html! http://blogs.forrester.com/jonathan_browne/09-11-04-assumption_personas_handle_care! http://www.forrester.com/Assumption+Personas+Help+Overcome+Hurdles+To+Using+ResearchBased+Design +Personas/fulltext/-/E-RES53874! http://uxmag.com/articles/using-proto-personas-for-executive-alignment! http://learningspacetoolkit.org/needs-assessment/working-with-data/creating-personas/! http://www.adaptivepath.com/ideas/avoiding-half-baked-personas/! http://uxoslo.com/2013/10/14/proto-personas/! http://www.cooper.com/journal/2008/07/personas_and_twinkies! http://boxesandarrows.com/building-a-data-backed-persona/! http://www.uie.com/events/virtual_seminars/ad_hoc_personas/! http://www.thingsontop.com/remixing-power-adhoc-personas-1020.html