Personas LIVE! Interview with persona book authors Pruitt & Adlin With: John Pruitt, PhD and Tamara Adlin, MS Moderated by: Frank Spillers, MS Experience Dynamics Web Seminar Series
Agenda 1. The Persona Lifecycle: What is it?; What is the book about? Why is this book a milestone for the user experience community? 2. Persona case studies: The most interesting case studies and why. What can practitioners learn from the book? What information does the book offer for those new to personas? 3. Persona best practices: Are personas hype or helpful? What are some results of personas? How should they be used? What do personas look like? How are they used, under-used or misused in organizations? 4. Open Q&A with the authors
Medco Health Solutions redesigned Medcohealth.com using personas.
"We wanted the developers and workgroups to have empathy for the individuals they were building the software systems for, having them rally around somebody tangible as opposed to just building a website in a vacuum, which is the more conventional way of doing it."
“ When the site went live in December 2002. Medco Health has seen a 33 percent increase in the number of transactions and a 26 percent increase in the number of prescriptions ordered online. The number of abandoned shopping carts has decreased by 13 percent.”
“ Based on the entire number of logins, the number of e-mails from users to the help desk with questions about the site has decreased by 18 percent.” "How to Play to Your Audience“, http://www.cio.com (Nov 15, 2003) http://www.cio.com/archive/111503/play.html http://www.cio.com/archive/111503/play_sidebar_1.html
Defines specific uses for personas for a broader group of team members
Not just “using them in design discussions”
Enhances (not replaces) other UCD methods
personas work with and enhance user testing, participatory design, etc
The persona lifecycle forces user-focus before the waterfall ‘starts’ System Requirements Software Requirements Analysis Program Design Coding Testing Operations
The persona lifecycle works in concert with existing UCD methods
3. Persona best practices: Are personas hype or helpful? What are some results of personas? How should they be used? What do personas look like? How are they used, under-used or misused in organizations?
Personas are powerful, but why do some persona efforts fail?
In many early persona case studies, the personas were perceived as not useful by the team and basically not used.
No support from above (VPs, GMs, team leaders)
Characters not believable, designed by committee, not based on data (or the relation to data was not clear)
Not communicated well
No real understanding about how to use them (no process, feels silly, not used in specs, no user scenarios)
“Though increasingly popular, personas remain widely misunderstood. Successful efforts key off of actual user behaviors , read like a story about a real person, and get used by everyone”.
The Power of Design Personas, Forrester 12/03
Assumption Personas are okay… Susan Lee Marketing Manager Tektronix Susan is the Product Marketing Manager for the Tektronix 2000, which is the hot new Tektronix printer. Tektronix wants to achieve an image of a cutting-edge company given the new exciting Internet technology. It’s part of Susan’s job to create and foster this image. Her primary function is to develop a good story about her company and product that is well known. So she needs to educate people about her products, and to build relationships between people and Tektronix. She represents the company. Susan gives PowerPoint presentations to live audience around 4 times a month. About once a month she has the need to communicate to a larger dispersed audience, which she currently does by sending her audience members a PowerPoint presentation and scheduling a conference call. On the call, she tells everyone when to flip to the next slide. The tools she uses most in her everyday job are: