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Using Personas in User Experience Design

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So You Know Who Your Consumers Are … Now What?: Using Personas to Get to the What, Why, and How

So You Know Who Your Consumers Are … Now What?: Using Personas to Get to the What, Why, and How

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  • 1. ! !" #" $ ! ! %! &" '! % ! ! ! #" $ ! ( % &" '! % ! Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 1
  • 2. ) ! '! * ' " – – – – – " " Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 2
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  • 4. . '! ! # " $ %& ( ') ') )* + ,- . / " 0 1 ,( ) ) " ! 2) )3 ') )* 4 . 5 6 4 4 Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 4
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  • 6. 0 ! 1 + . " , " Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 6
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  • 8. 2 '" /4 / 7 8 / 9 : 4 ; < 7 4 4 / Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 8
  • 9. . $" ! = > ? ,@ @@ / A . B – C C – 1 – 4 ; 4 Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 9
  • 10. * " ' 4 < – – – D – 7 – A – " – 1 / – Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 10
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  • 12. . " ( < 7 7 / 4 / . Cisco Personas < Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 12
  • 13. ' ! ! 4, " " 4 ( "" Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 13
  • 14. Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 14
  • 15. ' " Todd Warfel Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 15
  • 16. Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 16
  • 17. ' , Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 17
  • 18. " / < D 6 8 8 4 4 8 0 / 4 4 4 Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 18
  • 19. ! , ' ' " 8 = 5 / ! Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 19
  • 20. Getting started Forming the team Collecting and analyzing data to drive the personas Creating personas: elements of a good persona Validating the personas Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 20
  • 21. Getting started Forming the team Collecting and analyzing data to drive the personas Creating personas: elements of a good persona Validating the personas Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 21
  • 22. " –! . – – 4 1 – – – –0 Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 22
  • 23. 2" ' 4 < F 84 F < ! 4 . Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 23
  • 24. 3 " + 5 " " 6! ,< – D – D – – " – 4 4 '< G G < (< > 4 < H< / 4 < Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 24
  • 25. 5 ! " + ! = I ; . D / 4 ; / 4< 1 < 4 D < / < < ; < 9 <: 8 J 4 < < Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 25
  • 26. 3 " 7 " 8" " 4 E E ; / 4 5 4 E > 8 Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 26
  • 27. Getting started Forming the team Collecting and analyzing data to drive the personas Creating personas: elements of a good persona Validating the personas Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 27
  • 28. . " . 4 < – K 4 / . < D – / !50 4 / – ! 4 / – 1 Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 28
  • 29. 3$ " ' " " Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 29
  • 30. * Analysis Data Oriented focuses on patterns Design Oriented Analysis is drawn to unique and extreme cases Less Structured in Very Structured in Research Plans Research Plans and Data Collection and Data Collection Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 30
  • 31. ' ( " C C 4 C . Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 31
  • 32. , ' ! " ' * / * / A 0 5 4 The design-oriented approach The data-oriented approach taught enabled the team to recognize the team to carefully weigh their new learning opportunities, and to judgments against the evidence trust their instincts. Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 32
  • 33. Getting started Forming the team Collecting and analyzing data to drive the personas Creating personas: elements of a good persona Validating the personas Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 33
  • 34. ! $ – $ – + – L 5 – 1 7> 1 7 4 – $ 4 1 9 /8 : – ! – " 8. / – 7 4 4 4 4 / 4 Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 34
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  • 37. 1 A . ! – D – $ – 7 4 4 – Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 37
  • 38. Getting started Forming the team Collecting and analyzing data to drive the personas Creating personas: the elements of a good persona Validating the personas Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 38
  • 39. 2 ' " Archetype name Identifying details Short, memorable story Goals, motivations Context, environment Values and attitudes Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 39
  • 40. " Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 40
  • 41. Getting started Forming the team Collecting and analyzing data to drive the personas Creating personas: elements of a good persona Validating the personas Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 41
  • 42. 7, " 8 ! / P # MI MO K ; 1 4 4 4 / <N ; / 4 > / ; 7; < ; / <N 42 Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 42
  • 43. , / /4 < ! 4 / ! 4 / 4 > – E4 > ! 43 Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 43
  • 44. , Candidates Considerations Participants ! B E4 B 4 4 E 4 B B – $ – ! I 01 4 8 4 B – + – 0 < < . / B – < < B 01 D 4 /8 – B – $ ! 8 6 I 44 Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 44
  • 45. 2" ' , " 7 /> /, '< – 1 I - B 7 7 / 4 < C C 7 7 / 1 < 4 < K 4 < K 4 < $ 4 4 4 4 4 / 4 4 < 45 Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 45
  • 46. )' ' ' A 4 BI B 4 / < < 4 <7 4 / 4 4 < 2 , ' " !! ' + + " + !! ( % 46 Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 46
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  • 48. 2 " " ! 0> D 8 . 7 4 4 4 – 7 – " 4 – – 0 4 Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 48
  • 49. < < ! 5! ,@< @@ 4 P < ! <I ') )@ 5 ! QK R < " # " $ %< 4$ ')< )- L Q < & ' ( <5 P ')< )2 Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 49
  • 50. $ 3 ) 3 # " 2 * ! + 9 ; < : < = 9 < - 9< 3 ; < < 2 Identity management and governance has become a focal point for companies trying to meet regulatory and industry expectations around information integrity and accountability. Information is power and information security is more crucial now than ever. And whether it is the protection of proprietary technology, customer information or financial data, identity management should be a key component of any corporate security strategy. In December’s Perficient Perspectives we’ll look at Identity Management: • What is it? • The three keys to an effective identity management strategy: • Business alignment • Executive involvement • Measurable results • Identity management solutions • Where does technology fit in? • Why technology alone is not the answer • How to assess your own level of corporate exposure to identity abuse and infrastructure vulnerabilities
  • 51. . '! < 6 ! 3 " > 1 < 4 < 6 '! /< 6 '! Copyright © 2009 Perficient, Inc PROPRIETARY AND CONFIDENTIAL – UNAUTHORIZED REPRODUCTION PROHIBITED 51