HOW TO MAKE AND
USE PERSONAS
5 Tips to make better personas for design
INTRO

  The concept of working with personas is getting
  more and more popular, a lot of companies have
  embraced the t...
WHY USE PERSONAS?

 Important part of a briefing for different agencies or
 departments
                short visual summar...
‘PER SONARE’ MEANING ‘TO SOUND THROUGH’




                                                           Source: Wikipedia.
...
PERSONAS ARE ...

  ... a vivid, story based, trusted description
  	 with pictures

  ... exemplarily goals, tasks, attit...
1. HAVE EVERYONE OPERATING OFF THE SAME
DEFINITION OF PERSONA


                                    PERSONA               ...
2. MAKE A CHOICE AND FOCUS

  There should always be a persona that is a little bit
  more important than the others: prim...
3. MAKE THE PERSONAS FOR THE AUDIENCE THAT
HAS TO WORK WITH IT

                                      business
           ...
4. THE CORE POSTER
                                                                           NAME | DESPRIPTOR | PERSONA ...
5. USE ANALOG AND DIGITAL MEDIA




                                         +
  Use the media that works best in your com...
KEEP IN MIND

  “Personas are not real people ... they are
  hypothetical archetypes of actual users ...
  defined with sig...
MORE INFORMATION?


                        READ                                                 CONTACT




             ...
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How to make better Personas

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The concept of working with personas is getting more and more popular, a lot of companies have embraced the tool or method and use it in many different ways.

However I get a lot of reactions from people that struggle with developing and using personas. Here are a few tips to make them better.

From time to time I am organizing an open workshop, somewhere between Düsseldorf and Amsterdam:

Deutsch / German
www.creative-companion.com/Data-Storytelling-with-personas/persona-workshop-deutsch.html

Nederlands/Dutch
www.creative-companion.com/Data-Storytelling-with-personas/persona-workshop-nederlands.html

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How to make better Personas

  1. 1. HOW TO MAKE AND USE PERSONAS 5 Tips to make better personas for design
  2. 2. INTRO The concept of working with personas is getting more and more popular, a lot of companies have embraced the tool or method and use it in many different ways. However I get a lot of reactions from people that struggle with developing and using personas. Here are a few tips to make them better. Christof Zürn CREATIVE COMPANION 2010 october 04 How to make and use personas 2
  3. 3. WHY USE PERSONAS? Important part of a briefing for different agencies or departments short visual summary instead of long reports reusable for different projects, like design, programming, SEM, etc. Decision making instrument to guide and direct discussions, meetings and presentations A ‘tool’ against ‘groupthink’ or taste, or too corporate information Better product quality better match with the user It is used world wide by a growing number of companies CREATIVE COMPANION 2010 october 04 How to make and use personas 3
  4. 4. ‘PER SONARE’ MEANING ‘TO SOUND THROUGH’ Source: Wikipedia. In ancient Latin, persona meant "mask." Today it does not usually refer to a literal mask but to the "social masks" all humans supposedly wear. CREATIVE COMPANION 2010 october 04 How to make and use personas 4
  5. 5. PERSONAS ARE ... ... a vivid, story based, trusted description with pictures ... exemplarily goals, tasks, attitude, behaviour ... based on facts, observations, interviews with ‘real people’ CREATIVE COMPANION 2010 october 04 How to make and use personas 5
  6. 6. 1. HAVE EVERYONE OPERATING OFF THE SAME DEFINITION OF PERSONA PERSONA ARCHETYPE STEREOTYPE TARGET GROUP AVERAGE CUSTOMER PSYCHOLOGICAL TYPES CUSTOMER PROFILE CREATIVE COMPANION 2010 october 04 How to make and use personas 6
  7. 7. 2. MAKE A CHOICE AND FOCUS There should always be a persona that is a little bit more important than the others: primary persona The next most important are secondary personas The one we would wish to have in the near future: aspirational persona For who you are not designing: anti persona CREATIVE COMPANION 2010 october 04 How to make and use personas 7
  8. 8. 3. MAKE THE PERSONAS FOR THE AUDIENCE THAT HAS TO WORK WITH IT business sales marketing designers textual visual CREATIVE COMPANION 2010 october 04 How to make and use personas 8
  9. 9. 4. THE CORE POSTER NAME | DESPRIPTOR | PERSONA TYPE DATE | VERSION NUMBER KEYVISUAL | BEHAVIOUR | MEDIA CENTRAL QUOTE TEXT DESCRIPTION WHO | WORK | LIFE | BEHAVIOUR FOCUS AREA | REFERENCE | SOURCES | CONTACT | PERSONA WEBSITE CREATIVE COMPANION 2010 october 04 How to make and use personas 9
  10. 10. 5. USE ANALOG AND DIGITAL MEDIA + Use the media that works best in your company. Use digital (social) media tools to keep up. CREATIVE COMPANION 2010 october 04 How to make and use personas 10
  11. 11. KEEP IN MIND “Personas are not real people ... they are hypothetical archetypes of actual users ... defined with significant rigor and precision“ Alan Cooper, the inmates are running the asylum “It’s not about how you sell something, it’s about how people buy!” Michel Miller, Persuasion architect – Futurenow CREATIVE COMPANION 2010 october 04 How to make and use personas 11
  12. 12. MORE INFORMATION? READ CONTACT Christof Zürn christof@creative-companion.com CREATIVE COMPANION 2010 october 04 How to make and use personas 12
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