How do you get everybody in your company to understand who is using your product — especially if you're not 100% certain yourself? You've got out of the building and talked to your customers, but how do you communicate what you learned when you get back? Persona — research-based examples of the people who use your product — help teams understand customers and deliver the features they really need. This talks shows you how to get the whole team involved in user research. We work through an example scenario showing you how to build persona incrementally. You'll learn practical techniques for integrating persona with lean approaches to product strategy and development.

1. Adrian Howard (@adrianh)
Lean Persona
Product Tank, London, November 19 2014

2. + 

3. http://commons.wikimedia.org/wiki/File:Mr._Maji,_a_long-haired_orange_cat_with_white_muzzle.jpg

4. https://www.flickr.com/photos/2top/8507775261/

5. http://commons.wikimedia.org/wiki/File:Hello_Kitty-Bremen.jpg

6. https://www.flickr.com/photos/hansthijs/3586762234/

7. http://memegenerator.net/instance/54376410

8. Persona

9. https://www.flickr.com/photos/ltangelini/4683559792/

10. Analysis
& Synthesis
http://commons.wikimedia.org/wiki/File:The_Thinker_Musee_Rodin.jpg

11. http://www.slideshare.net/toddwarfel/data-driven-personas

12. http://commons.wikimedia.org/wiki/File:Rows_of_Bookshelves.jpg

13. https://www.flickr.com/photos/baltasar89/15668939281

14. http://www.amazon.co.uk/gp/product/B006BVW09G/

16. https://www.flickr.com/photos/hansthijs/3586762234/

17. http://commons.wikimedia.org/wiki/File:So_happy_smiling_cat.jpg

18. Problem?

19. ideas
learn build
data product
measure
Lean Startup
Customer Development + Agile + Lean

20. think make
check
Lean UX
Lean Startup + UX + Design Thinking

21. Persona problems…
• Presented as truth
• Large up-front investment of time, money & people
• Need a fairly good grasp of our market
• Tends to result in set-and-forget persona
• Introducing products changes the world

22. Personas are to Persona
Descriptions as Vacations are to
Souvenir Picture Albums
— Jared Spool
http://www.uie.com/brainsparks/2008/01/24/personas-are-not-a-document/

23. https://www.flickr.com/photos/library_of_congress/2163462230/
Sam Bossman,
VP of Sales

24. Pat Minion,
Sam’s PA
https://www.flickr.com/photos/powerhouse_museum/3876631361/

25. Lean Persona

26. 1. Define

28. http://www.slideshare.net/clevergirl/luxr-oneday-workshop/73

30. Apply the truthiness scale…

32. Made up sh*t True

33. Made up sh*t True

34. http://commons.wikimedia.org/wiki/File:Cat_skeleton_-Booth_Museum,_Brighton_and_Hove,_East_Sussex,_England-20Oct2011.jpg

35. 2. Refine

36. Add structure

38. Define rules…

39. https://twitter.com/guspower/status/448487628107575296/photo/1

40. http://commons.wikimedia.org/wiki/File:Big_Fat_Red_Cat.jpg

41. 3. Realign

42. http://commons.wikimedia.org/wiki/File:International_tidyman.svg

43. http://pixabay.com/en/viewpoint-gazebo-lookout-point-99199/

44. http://pixabay.com/en/sign-signs-traffic-road-street-39400/

45. http://pixabay.com/en/traffic-sign-road-sign-shield-6664/

46. The Good, the Bad & the Ugly

47. Communicates risk and
confidence, not truth

48. Lets you get people starting
quickly & cheaply

49. Whole team approach
eases adoption

50. Embraces change

51. Organisation still has to buy in

52. Folk forget refine & realign

53. http://memegenerator.net/instance/54379154

54. Made up sh*t True

56. http://pixabay.com/en/traffic-sign-road-sign-shield-6664/

57. Traditional Lean UX
research phases ⟶ research cadences
solo & silo work ⟶ whole team work
deliver truth ⟶ show risk & process

58. DO LESS
TOGETHER
MORE OFTEN
to do
MORE
Adrian Howard (@adrianh)
quietstars.com

59. Want more?
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Adrian Howard (@adrianh)
quietstars.com