Personas tool for empathy


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A 20 minute presentation delivered at this year's Intranets conference, held in Sydney.

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Personas tool for empathy

  1. 1. Steve Baty Personas A Tool for EmpathyMeld StudiosEmail: @docbaty
  2. 2. 1 Designing for people steve baty
  3. 3. pg File:Pound_layer_cake.j steve baty
  4. 4. /history.htm ://www.monarc steve baty
  5. 5. steve baty
  6. 6. 2 Introducing personas “The persona is a powerful, multipurpose design tool that helps overcome several problems that currently plague the development of digital products. Personas help designers: 1 Determine what a product should do and how it should behave. 2 Communicate with stakeholders, developers, and other designers. 3 Build consensus and commitment to the design. 4 Measure the design’s effectiveness. 5 Contribute to other product-related efforts such as marketing and sales plans.” Alan Cooper, About Face. steve baty
  7. 7. user-experience steve baty
  8. 8. 2 Introducing personas Yes, but really they’re about empathy. steve baty
  9. 9. 2 5 factors for successful personas ‣ Conduct first-hand research ‣ Include the broader team ‣ Develop an intimate knowledge of each persona ‣ Be relevant to the immediate design objectives ‣ Provide rich scenarios for each persona Jared Spool, successful_persona_projects steve baty
  10. 10. 2 Introducing personas In other words, work hard at developing empathy. steve baty
  11. 11. Why empathy?“At its heart, design seeks to purposefully improve the lot of some segmentof humanity through the enablement or improvement of some humanendeavour. To understand the gap or the current shortcomings of thathuman endeavour design undertakes direct, primary research with ourtarget segment—along with whatever secondary to tertiary research isappropriate. More importantly, and philosophically, design seeks suchunderstanding from the perspective of the people engaged in the end result—our target a.k.a. the people we are attempting to help.Our tool here, and the vehicle for such understanding, is empathy.“
  12. 12. 3 Empathy in disruptive innovation “Being truly insightful involves immersing yourself into the world of your customers to try to see how things look from their viewpoint.” Luke Williams, Disrupt steve baty
  13. 13. steve baty
  14. 14. 4Empathy in Blue OceanStrategy“Instead of concentrating oncustomers, they need to lookto non-customers. Instead offocusing on differences, theyneed to build on powercommonalities.”W. Kim Chan & Renee Mauborgne: Blue Ocean Strategy. steve baty
  15. 15. steve baty
  16. 16. Steve Baty PrincipalThank you Email: Twitter: @docbaty
  17. 17. ‣ ‣ ‣ personas-and-other-audience-models.php ‣ the_character_of_design_by_steve_baty_21975.asp ‣ ‣Disrupt: Think the unthinkable to spark transformation, Williams, L. ‣Blue Ocean Strategy: How to create uncontested market space and make the competition irrelevant. W. Kim Chan & Renee Mauborgne