“A persona is a user
archetype you can use to
help guide decisions
about product features,
navigation, interactions,
and even visual design.”
- Kim Goodwin, Cooper
Personas are a
representative behavior
and activity profile for a
customer base.
Personas are contextual
and specific to the
particular application or
service.
Why do we have them?
The average user doesn’t
exist.
Keeping the you out of user
and customer.
What kinds of personas are
there?
Marketing & design research
As a design research
tool, they are a powerful
way to communicate
knowledge, activities,
interests, influencers,
goals, and pain points.
Design research personas can
be used for design
Design research personas can
be used for research
Design research personas can
be used for recruiting
Design research personas can
be used for customer service
Design research personas can
be used for training
Design research personas are
Design research personas are
data-driven
Design research personas are
not a set of demographics
Knowledge. Activities.
Interests. Influencers.
Goals. Frustrations and
pain points.
Where does the data come
from?
Design research personas
include multiple data sources
Both internal...
Key stakeholders, web
analytics, and customer
support.
...and external
The customer, customer
advocate, and someone you
know.
Presenting the
Data
Do
Te ma
in
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no Kn
o
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gy wle
K n dg
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Ex dg
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In rie
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al
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se
a
1
2
3
4
5
In rch
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m
m Go h
un og
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Pa
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s
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og
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d
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1
2
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&
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it y
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How do you test and validate
your design research
personas?
The reality check.
The someone you know check.
Did we have lunch together
yesterday?
Have you spoken to them on
the phone recently?
Stages of the
Persona Life-cycle
Okay, so I have my design
research personas. Now what?
Development
Birth
Maturation
Retirement
Common Pitfalls
and Mistakes
Marketing vs. research design
personas
Large persona sets
Too much personal information
The recycle trap
Not used throughout the
design research process
Exercise: Persona
Shootout
Michael
Do
Te ma
in
ch
no Kn
o
lo
gy wle
Kn dg
ow e
le
Ex dg
pe e
rie
nc
e
Knowledge
Pr
od
u
1
2
3
4
5
Ne ct T
w ra
in
P
Pr rod ing
od uc
Al uct t In
f
te
rn Sel o
ec
at
e tio
n
Co Sel
e
m
pe ctio
ns
tit
iv
Ca e In
Ac se S tel
t
ce
ss udi
or es
y
Qu Fin
Activities and Interest
de
ot
e
Bu r
ild
e
Re r
po
rts
1.0 Highly Seasoned
Do
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in
ch
no Kn
o
lo
gy wle
Kn dg
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le
Ex dg
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rie
nc
e
Knowledge
Pr
od
u
1
2
3
4
5
Ne c t T
w ra
in
P
Pr rod ing
od uc
Al uct t In
f
te
rn Sel o
ec
at
e tio
n
Co Sel
e
m
pe ctio
ns
tit
iv
Ca e In
Ac se S tel
t
ce
ss udi
e
or
yF s
in
Qu
Activities and Interest
de
ot
e
Bu r
ild
e
Re r
po
rts
Exercise:
Segmentation and
Patterns
The Hunter Gatherer
Do
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in
ch
no Kn
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Kn dg
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Ex dg
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In rie
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a
1
2
3
4
5
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De
pa Go h
o
rtm
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tP
ag
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ai
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1
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so
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ur
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t
The Worker Bee
Do
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In
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1
2
3
4
5
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1
2
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The Hive Tender
Do
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Ex dge
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In
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a
1
2
3
4
5
In rch
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De
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ag
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Em
ai
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Sh Ph
on
ar
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ive
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Co
nf
id
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ce
1
2
3
4
5
&
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Pr
od rust
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tiv
ity
Co
m
m
Re
u
so
Th nit
ur
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e
ce
M Sou
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ag rce
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en
t
The Librarian
Do
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pe
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In
te nc
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a
1
2
3
4
5
In rch
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o
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tP
ag
es
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ai
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Sh Ph
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ar
ed ne
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ive
s
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id
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ce
1
2
3
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tiv
ity
Co
m
m
Re
u
so
Th nit
ur
y
e
ce
M Sou
an
ag rce
em
en
t
The Supporter
Do
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no Kn
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le
Ex dge
pe
rie
In
te nc
e
rn
al
Re
se
a
1
2
3
4
5
In rch
T
tra
ne ool
tS s
ea
rc
De
pa Go h
o
rtm
en gle
tP
ag
es
Bl
og
s
IM
Em
ai
l
Sh Ph
on
ar
e
ed
Dr
ive
s
Co
nf
id
en
ce
1
2
3
4
5
&
T
Pr
od rust
uc
tiv
ity
Co
m
m
Re
u
so
Th nit
ur
y
e
ce
M Sou
an
ag rce
em
en
t
Exercise: Creation
Create personas for a
Company Intranet
Create personas for a
mobile communication
product/service
Don’t forget their
Knowledge. Activities.
Interests. Influencers.
Goals. Frustrations and
pain points.