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OpenStack personas - an early draft proposal for personas to target (or not) & refine for the OpenStack project. Personas document:

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  1. 1. Personas: 6 months on Dave Neary – Open Source and Standards @nearyd on Twitter (for live tweets) 8 November 2013
  2. 2. Quick recap
  3. 3. Persona{e,s}
  4. 4. The Origin of Personas
  5. 5. Persona basics ● A persona should have enough detail to make the person “feel” real – – Photo – Age – Job – ● Name Family situation Distilled characteristics of market segment (Cooper calls these “archetypes”)
  6. 6. Personas focus debate and discussion Credit: CC BY Nina Matthews Photography@flickr
  7. 7. Creating a persona Step 1: Interviews Credits: CC BY-NC-SA toastkid@flickr
  8. 8. Creating a persona Step 2: Cluster and consolidate profiles into archetypes
  9. 9. Creating a persona Step 3: Simplify and distill Credits: CC BY-SA-NC
  10. 10. What use are they?
  11. 11. Marketing and promotion
  12. 12. Marketing and promotion ● What conferences does our audience go to? ● What publications do they read? ● What key messages will resonate?
  13. 13. Documentation
  14. 14. Documentation ● What can I assume about the audience? ● What kinds of questions do they have? ● How do they search for and find docs?
  15. 15. User experience
  16. 16. User experience design ● What are the main tasks? ● What is the mental model audience has? ● Separating different workflows (admin vs user vs deployer)
  17. 17. Development
  18. 18. Development ● What are the highest priority features? ● Options vs sensible defaults? ● Concentrating efforts on areas of biggest benefit
  19. 19. Target audience CC BY-SA, @ flickr
  20. 20. OpenStack User Committee An OpenStack User may have different roles: ● A consumer [...] ● An operator [...] ● An ecosystem partner [...] ● A distribution provider or appliance vendor [...] An OpenStack User may have different types of organizational affiliation: [...] An OpenStack User may come from different market segments: [...] An OpenStack User may come from different geographic regions: [...] Source:
  21. 21. Contributing sources ● ● Aeolus Conductor personas: /Personas NTT Com Security “Cloud Personas”: %20Personas%20whitepaper%20-%20FINAL.pdf ● IBM Cloud user roles: ACM CHIMIT ’11 ● EMC UX blog: ● Bruce Reeler & Ju Lim from Red Hat ● RDO Forum users
  22. 22. OpenStack Personas
  23. 23. Anna the Enterprise Admin ● ● Big company – 3 datacenters worldwide Mostly VMware, HyperV, KVM on host, mostly Windows & Linux guests ● Considering IaaS for self-service ● Needs reassurance, monitoring, marketplace ● Anna deploys what the CIO/Director of IT decides
  24. 24. Simon the SMB Admin ● ● ● Medium sized company with developers – Simon dabbles and adopts technology he thinks will make his life easier Already using AWS – wants private IaaS for devel & QA self-service Needs easy way to apply security updates, good monitoring for nodes, quotas & guests
  25. 25. Dan the Deployer ● ● ● ● Services company Dan looks at a lot of technology, but spends his time where the money is – project-based work Dan's an installer & architect – wants an easy way to spec out & design a cloud, deploy it, and get out Involved during installation, major version upgrades, but not admin
  26. 26. Erin the DevOps web dev & deployer ● Erin has been using AWS for a while ● Very familiar with CI/CD tools and workflows ● ● Primarily developing apps for internal usage, helping other web developers do their deployment Focused on her apps, and doesn't care much what the underlying infrastructure is
  27. 27. Diane the Developer ● ● ● Diane develops applications which build on and integrate with OpenStack – her company is a vendor of cloud-related hardware Cares about the upstream experience, and about the quality, stability and documentation of the APIs Diane's company cares about generating revenues from sales of hardware for OpenStack deployments
  28. 28. Ursula the University IT Director ● ● ● ● Ursula manages the university's 400 servers, spread over 2 data centers, to manage the university IT needs, grid computing, and student IT requests Ursula prefers open source for cost and control reasons Has some pressure from staff and students to provide more flexible IT management for projects, teaching, on-demand scientific computing resources Cares about monitoring, security updates
  29. 29. Brad the Beginner ● ● ● ● Brad is a dabbler Needs easy install and set-up – get main ideas quickly, but brush over details Wants “Getting started” tutorials up to and including “something useful running” Brad lacks the knowledge to dig in and debug issues with installation and configuration
  30. 30. Victor the VI Admin ● ● ● ● Victor knows all there is to know about vSphere. Has mastered automation and control of his infrastructure Maintains compute, storage & network resources for a medium-sized company IT needs are evolving, and he's considering IaaS to respond to self-service requests from technical colleagues Pain points: Capacity planning, integrating Iaas in a heterogeneous environment
  31. 31. Dennis the Director of IT ● Dennis is nervous about new technology ● Unsure about the cost and benefits of a private IaaS ● ● Pressure to evolve due to tightening IT budgets, demand for faster response time to IT ticket requests for new services Worried how he's going to control & manage things when anyone can create a service
  32. 32. Alan the AWS Enthusiast ● Works for a start-up that makes mobile applications ● Been using AWS for years ● ● ● Wants to concentrate on application, not on managing the platform “Automate all the things” – security updates, test, staging, production deployment cycle Cost & effort of moving to an alternative IaaS are key concerns for him
  33. 33. Walter the Web Developer ● ● ● Walter doesn't care about infrastructure or deployment, he cares about web development Happy developing Symfony/Bootstrap/HTML5 apps on his Macbook, testing via VirtualBox Needs guidance on how to build apps for the cloud without having to learn the ins & outs of an IaaS
  34. 34. Help! ● Key audiences not personified – – Core developers – ● Press, analysts, pundits Distributors/product managers Personas need polish – Compare to reality
  35. 35. Help! ● ● Integrate User Committee survey results & get user feedback/interviews Personas are useful when they're used – User interface design – Documentation – Marketing – Feature prioritization
  36. 36. Resources (added for SlideShare) ● ● ● OpenStack personas on Google docs: OpenStack user stories: OpenStack user committee survey results:
  37. 37. Thank you! Questions? Dave Neary Open Source and Standards Red Hat @nearyd