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Personas and the design process
Personas and the design process
Personas and the design process
Personas and the design process
Personas and the design process
Personas and the design process
Personas and the design process
Personas and the design process
Personas and the design process
Personas and the design process
Personas and the design process
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Personas and the design process

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How can Personas help us designing user oriented interfaces.

How can Personas help us designing user oriented interfaces.

Published in: Design, Business, Career
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  • 1. Personas and the design process How to gain actionable insight from your customers
  • 2. What is a Persona? <ul><li>A model of key user attributes, goals, influencers and behaviors distilled from observing real people </li></ul><ul><li>Presented as a vivid, narrative description of a single “person” who represents a customer segment </li></ul><ul><li>Used to guide the design of products, channels and messaging </li></ul>
  • 3. Personas is a data driven technique
  • 4. Personas is a data driven technique
  • 5. Personas is a data driven technique
  • 6. Why create and use personas? 1 4 5 Simplify design decisions Correct misconceptions about users Improve sales and marketing efforts 2 Prioritize requirements towards most valuable clients 3 Support unmet customer needs Personas is not segmentation 6 Align stakeholders behind a shared understanding of the customer
  • 7. Gaining experience-based differentiation
  • 8. Include scenarios of use
  • 9. Example: lens manufacturer home
  • 10. Home after Personas project
  • 11. What did Personas change for this Company? 1 4 5 Prioritize design decisions Firm discovered their most valuable clients (active lifestyle) In depth knowledge about active lifestyle clients 2 User need oriented communication vs Catalog 3 User need oriented communication vs MK offers Important to confirm with metrics 6 Experience-Based Differentiation (EBD) as a competitive advantage

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