How to Really Get Started <br />so Personas Can Help You Succeed<br />Personas 101<br />
intro<br />“You can’t solve a problem with the same thinking that created it.”<br />Albert Einstein<br />2<br />
agenda	<br /><ul><li>What is a persona?
Why invest in persona(s) creation and use?
How do you use persona(s)?
What is the structure of a persona?
How do you create a persona? (Steps 1-2-3-4)
Key takeaways</li></ul>3<br />
what is a persona<br />A model or a representation … <br /><ul><li>Goals
Attitudes
Behaviors</li></ul>… of a user …<br />… and/or buyer …<br />… that remains conspicuous in the minds of those who design, b...
why do we invest in personas<br /><ul><li>To focus on “real” people we want to use or buy the products
To help in communicating the same information to all members of the team, reducing interpretation
To help in making the decisions about where to invest real $$ in the development (for users) and marketing (for buyers) pr...
how do you use personas<br /><ul><li>Improve decisions
Strategy – what behaviors and/or actions are most </li></ul>		important to drive business goals<br /><ul><li>Spending – wh...
Metrics – what are expected behaviors and success measures
Results?
Change misconceptions about market segments
Stop design debates
Effective marketing messages & programs </li></ul>6<br />
persona structure<br />How many?<br /><ul><li>4-6 user
4-6 buyer</li></ul>Audience<br /><ul><li>Technical
Financial
End-user</li></ul>It’s about value, not number!<br />7<br />
persona structure<br />Many formats!<br /><ul><li>Common to have one-two page narrative with image (a 19-page persona is a...
Bullets work fine, if that is acceptable style</li></ul>Don’t confuse market segment with market persona!<br />8<br />
getting started…1-2-3-4 steps<br />Involve many colleagues<br />Research<br />Analyze & write<br />Communicate & use<br />...
10<br /><ul><li>Led by product management (user) & </li></ul>	product marketing (buyer) <br /><ul><li>Executives
Marketing
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Personas 101

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Personas 101: An overview on how to "really" get started with writing personas for practical use in your product management & product marketing role.

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  • The Webster and Oxford dictionaries actually define persona as “the characters of a drama, novel, etc.” In the world of product management/product marketing, there are many definitions with different words, but they all come down to the same meaning. A persona is a representation of your typical, average, most common, etc user if you are looking from a product management side and working on features, priorities and builds; or, the same of your buyer if you are looking at product marketing and trying to understand how to look at outbound activities that will resonate with your targets.
  • You may hear different reasons about why you should invest in personas, but in the end it all comes down to two reasons:To keep your eyes on what real people want, not about making stuff up or guessing. There is a science to this art; and, To insure that all members of your team hear the same, understand the same, and have the same knowledge about the real people’s needs; and, Because real money is at stake. The economic challenges that we have been facing, the job cuts that resulted, the downturn in your sales all had an impact on real money in your company. If you’re going to make an investment, you want it to matter and be the right one with the desired impact. Making it up is not an option in this economy.
  • There is no magic number for how many personas should be created. Generally, create one for each unique market segmentation you have identified; however, it is commonly accepted that you cannot manage more than 4-6 personas for either users or buyers.The number is less important than the value!
  • Don’t use your existing customers – they already believe in the value of what you offer and are solving their problem with your solution.
  • Don’t underestimate the “other” influence category! Spouses, neighbors, children, etc play a larger role than you might think.
  • The post-it exercise allows you to write the data down from the different collection tools and group them into categories.
  • If you don’t change your behaviors as a company, actions and outputs, from having developed personas – why did you invest in the development?
  • Personas 101

    1. 1. How to Really Get Started <br />so Personas Can Help You Succeed<br />Personas 101<br />
    2. 2. intro<br />“You can’t solve a problem with the same thinking that created it.”<br />Albert Einstein<br />2<br />
    3. 3. agenda <br /><ul><li>What is a persona?
    4. 4. Why invest in persona(s) creation and use?
    5. 5. How do you use persona(s)?
    6. 6. What is the structure of a persona?
    7. 7. How do you create a persona? (Steps 1-2-3-4)
    8. 8. Key takeaways</li></ul>3<br />
    9. 9. what is a persona<br />A model or a representation … <br /><ul><li>Goals
    10. 10. Attitudes
    11. 11. Behaviors</li></ul>… of a user …<br />… and/or buyer …<br />… that remains conspicuous in the minds of those who design, build, and market products<br />4<br />
    12. 12. why do we invest in personas<br /><ul><li>To focus on “real” people we want to use or buy the products
    13. 13. To help in communicating the same information to all members of the team, reducing interpretation
    14. 14. To help in making the decisions about where to invest real $$ in the development (for users) and marketing (for buyers) processes</li></ul>5<br />
    15. 15. how do you use personas<br /><ul><li>Improve decisions
    16. 16. Strategy – what behaviors and/or actions are most </li></ul> important to drive business goals<br /><ul><li>Spending – what are the priorities for investment
    17. 17. Metrics – what are expected behaviors and success measures
    18. 18. Results?
    19. 19. Change misconceptions about market segments
    20. 20. Stop design debates
    21. 21. Effective marketing messages & programs </li></ul>6<br />
    22. 22. persona structure<br />How many?<br /><ul><li>4-6 user
    23. 23. 4-6 buyer</li></ul>Audience<br /><ul><li>Technical
    24. 24. Financial
    25. 25. End-user</li></ul>It’s about value, not number!<br />7<br />
    26. 26. persona structure<br />Many formats!<br /><ul><li>Common to have one-two page narrative with image (a 19-page persona is a book!)
    27. 27. Bullets work fine, if that is acceptable style</li></ul>Don’t confuse market segment with market persona!<br />8<br />
    28. 28. getting started…1-2-3-4 steps<br />Involve many colleagues<br />Research<br />Analyze & write<br />Communicate & use<br />9<br />
    29. 29. 10<br /><ul><li>Led by product management (user) & </li></ul> product marketing (buyer) <br /><ul><li>Executives
    30. 30. Marketing
    31. 31. Development/Designers
    32. 32. Business analysts
    33. 33. UI team
    34. 34. Sales
    35. 35. Customer support</li></ul>step 1 - involvement<br />
    36. 36. step 2 - research<br /><ul><li>Types
    37. 37. Most common
    38. 38. Interviews
    39. 39. In person
    40. 40. phone
    41. 41. Field study
    42. 42. Case study reviews
    43. 43. Mystery shopping/shadowing
    44. 44. Third-party contextual</li></ul>11<br />
    45. 45. step 2 - research<br />Where do you find them<br /><ul><li>Not customers!
    46. 46. Comb company CRM data
    47. 47. “Friends & family” list
    48. 48. Mine Social media resources
    49. 49. Internet search
    50. 50. Facebook (better for consumer-based products)
    51. 51. LinkedIn
    52. 52. Twitter</li></ul>12<br />
    53. 53. step 2 - questions to ask of all personas<br />What do they like?<br />How long have they been in their role?<br />What activities do they engage in?<br />What knowledge & skills are required?<br />Overview of their organization<br /><ul><li>Relationship to others
    54. 54. Key initiatives underway</li></ul>What are their goals?<br />What problems do they face?<br />What is their ideal solution?<br />Who makes the decisions?<br />Budgeting process/authority/approvals?<br />13<br />
    55. 55. step 2 - questions to ask of all personas<br />How do they learn about solutions?<br /><ul><li>Analysts
    56. 56. Industry publications, trade associations, conferences
    57. 57. Vendors
    58. 58. Internet searches
    59. 59. Colleagues/recommendations
    60. 60. Internal
    61. 61. External
    62. 62. Social media
    63. 63. Other influences!</li></ul>14<br />
    64. 64. step 2 - user persona questions <br />What are they trying to do?<br />How do they do it now?<br />Who do they do it with?<br />What do they want? (their vision)<br />What are they willing to give up?<br />Ask for A/B priority choices<br />What competitive products do you like? Why?<br />What would stop you from implementing …?<br />(in person) Ask for a show & tell<br />15<br />
    65. 65. step 2 - buyer persona questions<br /><ul><li>Obstacles that interfere with success
    66. 66. Attitudes or beliefs that stop them from purchasing your product
    67. 67. What metrics matter to them?
    68. 68. What metrics do they use?
    69. 69. What are their alternatives to purchasing your product?
    70. 70. What alternatives do they use to solve their problem?
    71. 71. Role/influence in the decision process
    72. 72. What have they seen they like/dislike?
    73. 73. What did they see/hear that moved them to action? Why?</li></ul>16<br />
    74. 74. step 2 - be prepared<br />17<br />
    75. 75. step 2 - be prepared<br />18<br />
    76. 76. step 2 - be prepared<br />19<br />
    77. 77. step 2 - be prepared<br />20<br />
    78. 78. step 3 - putting them all together<br /><ul><li>Write up each visit
    79. 79. Look at your research
    80. 80. Post-it exercise = great tool!
    81. 81. Develop personas
    82. 82. Word doc is fine!
    83. 83. Narrative, short paragraphs
    84. 84. Salient details for audience’s understanding
    85. 85. Picture is critical!
    86. 86. Test them
    87. 87. Revise if persona isn’t supported
    88. 88. Test them
    89. 89. Revise if persona isn’t supported
    90. 90. Test them again</li></ul>21<br />
    91. 91. step 3 – “persona mapping”<br />22<br />
    92. 92. step 3 – samples: end user<br />http://www2.sims.berkeley.edu/courses/final-projects/travelite/design_business.htm<br />23<br />
    93. 93. step 3 – samples: end user<br />24<br />
    94. 94. step 3 – samples: buyer<br />http://www.small-biz-marketing-tips.com/buyer-persona.html<br />25<br />
    95. 95. step 3 – samples: buyer<br />http://www.steptwo.com.au/papers/kmc_personas<br />26<br />
    96. 96. <ul><li>Communicate/share the personas
    97. 97. What programs/marketing artifacts can benefit from the changes learned?
    98. 98. Web site
    99. 99. Sales presentations and brochures
    100. 100. Trade show booth
    101. 101. Targeted campaigns
    102. 102. How will product management help development incorporate?
    103. 103. User stories in agile environments
    104. 104. Prioritization lists for roadmaps
    105. 105. What will Sales do differently? Customer support? Executive Leadership?</li></ul>step 4 - closing the loop<br />27<br />
    106. 106. key takeaways<br />Personas only add value if you invest time in their development<br /><ul><li>Must be based on real life, with supporting data</li></ul>Personas only add value if they are “living” reference points<br /><ul><li>If they become shelfware, don’t bother</li></ul>Personas are not meant to be a magic bullet<br /><ul><li>Still need to invest in the other research and other business, technology, design, marketing & sales principles. They will not solve all the problems</li></ul>Your persona effort will not succeed without leadership team support. Period. No further discussion needed.<br />28<br />
    107. 107. what else?<br />29<br />
    108. 108. contact me<br />Jennifer Doctor<br /><ul><li>Blog: http://www.outsideinview.com</li></ul>(look for this ppt & resource links )<br /><ul><li>E-mail: jidoctor@hotmail.com
    109. 109. On Twitter: @jidoctor
    110. 110. LinkedIn: http://www.linkedin.com/in/jidoctor
    111. 111. Phone: 612-965-0033</li></ul>30<br />

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