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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?
    • A model of key user attributes, goals, influencers and behaviors distilled from observing real people
    • Presented as a vivid, narrative description of a single “person” who represents a customer segment
    • Used to guide the design of products, channels and messaging
  • 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