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Using personas in service design - Scotch on the Rocks 2013 (7/6/2013)

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My point of view is: How can we as software developers keep the end user in mind? Using personas as a tool to understand the end user. @turkutuuli

My point of view is: How can we as software developers keep the end user in mind? Using personas as a tool to understand the end user. @turkutuuli


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  • 1. Using  personas  in  service  design  –  continuously    Tuuli  Aalto-­‐Nyyssönen  7/6/2013  SOTR  
  • 2. Tuuli  Aalto-­‐Nyyssönen  CSS  +  HTML5  Rapid  prototyping  @turkutuuli!
  • 3. Go  Mum!  
  • 4. I  don’t  advise  you  to  start  doing  customer  analysis  and  all  the  other  advertising  agency  +  marketing  stuff  yourself.  It’s  not  your  job.  
  • 5. 6/7/13   ©  iStockphoto  search  query  ”  happy  family  man”   5  Carl  is  35  years  old  and  from  Stockholm  –  he  has  two  little  children  and  a  pretty  wife.  His  life  is  a  busy  one  because  he  is  working  as  a  Project  Manager.  He  loves  to  barbecue…  
  • 6. 6/7/13   ©  iStockphoto  search  query  ”  happy  family  man”   6  Carl  is  35  years  old  and  from  Stockholm  –  he  has  two  little  children  and  a  pretty  wife.  His  life  is  a  busy  one  because  he  is  working  as  a  Project  Manager.  He  loves  to  barbecue…  
  • 7. My  point  of  view  is:    How  can  we  as  software  developers  keep  the  end  user  in  mind?  6/7/13   7  
  • 8. I  think  this  feature  would  be  awesome!  6/7/13   8  
  • 9. I  think  this  feature  would  be  awesome!  6/7/13   9  
  • 10. Do  we  know  this  feature  will  be  awesome?    how?  why?  6/7/13   10  
  • 11. Common  element  –  the  user  6/7/13   11  
  • 12. 6/7/13   12  www.ambientia.net  
  • 13. 6/7/13   13  www.ambientia.net  
  • 14. 6/7/13   14  someone  +  device  =  user?  http://en.wikipedia.org/wiki/End-user !”An end user of a computer system or software issomeone who uses it.”
!
  • 15. 6/7/13   15  Motivations  +  goals  +  expectations  =  user  
  • 16. <USER>  Markup  Language  6/7/13   16  
  • 17. Using  personas  as  a  tool  to  understand  the  end  user  6/7/13   17  
  • 18. 6/7/13   18  Data  Scope  Describe!  Use  it  to  prioritise  and  redine  requirements  Vision!What do weknow for sure?Anything reallyto make adifference?!Vital users?!Test  with  real  users!  Communicate  about  the  end  users  with  the  team!  Dedine.  Redine.  Why? Goals,  Motivations,  and  Expectations!Talk  with  real  users!  IDEA!!
  • 19. First  you  need  to  digure  out  who    the  vital  end  users  are.    6/7/13   19  Scope  Talk  (and  listen)  to  the  client.  They  know!  
  • 20. ”We  got  customer  feedback  about  feature-­‐X”    ”Feedback  came  from  here.”  6/7/13   20  Flickr.com ©johnmuk!
  • 21. 6/7/13   21  
  • 22. Secondly  you  need  the  data  6/7/13   22  Data  
  • 23. Data  comes  from:  Visitor  statistics,  end  user  feedback,  Facebook,  Twitter,  market  research,  polls…  6/7/13   23  + UniqueKeyword!
  • 24. …  the  key  element  is  that  YOU  are  interested  in  the  data.  6/7/13   24  
  • 25. Third  you  need  to  dedine  what  the  data  means.  Redine  it.  6/7/13   25  Dedine.  Redine.  
  • 26. Find  a  user  story…  6/7/13   26  Goal:  The  bills  are  paid  smoothly  and  I  can  use  all  my  electrical  devices  and  have  no  worries!  Expectation:  I  need  to  go  to  my  bank’s  online  service.  Motivation:  I  need  to  pay  my  electricity  bill.  Why?  Why?  
  • 27. Fourth  you  need  to  build  a  persona  out  of  the  data  to  actually  make  a  tool  out  of  it.  6/7/13   27  Describe  it!  
  • 28. Interview  the  end  user  I  am  a  ”comfort  zone  client  always  on  the  go”.  I  want  to  travel  and  see  places  without  losing  track  of  my  money  issues.    I  can  login  to  the  bank  system  if  I  have  to.  I  can  email  if  I  have  to.  I  can  use  datastreaming  while  abroad  if  I  have  to.  (but  prefer  not  to)  6/7/13   28  Why?  I  really  like  to  manage  things  while  going  from  place  A  to  B  with  my  mobile  device.  I  am  not  that  great  at  managing  my  money  issues  but  I  need  to  keep  my  credit    record  clear  and  pay  my  bills  on  time.  
  • 29. 6/7/13   29  
  • 30. Fifth  –  use  it.  6/7/13   30  Use  it  
  • 31. 6/7/13   31  Use  it!  
  • 32. BDD  (Behaviour-­‐driven  development)  •  In order to pay my bills!•  As a ”comfort zone client always on the go”!•  I want to …!6/7/13   32  User  stories  "As a <role>, I want <goal/desire> so that<benefit>”!Use  it!  
  • 33. What  about  an  option  for  the  end  user  to  use    old-­‐school  SMS?  I  can  login  to  the  bank  system  if  I  have  to.  I  can  email  if  I  have  to.  I  can  use  datastreaming  while  abroad  if  I  have  to.  (but  prefer  not  to)  6/7/13   33  Use  it!  I  really  like  to  manage  things  while  going  from  place  A  to  B  with  my  mobile  device.  
  • 34. Sixth  –  Remember  to  test  your  application  with  real  end  users.  6/7/13   34  Test  Prototype!  Beta  Alpha  
  • 35. 6/7/13   35  Data  Scope  Describe!  Use  it  to  prioritise  and  redine  requirements  Vision!What do weknow for sure?Anything reallyto make adifference?!Vital users?!Test  with  real  users!  Communicate  about  the  end  users  with  the  team!  Dedine.  Redine.  Why? Goals,  Motivations,  and  Expectations!Talk  with  real  users!  IDEA!!
  • 36. Why  do  I  use  personas?  6/7/13   36  
  • 37. 6/7/13   ©  Flickr  -­‐  Crystalline  Radical   37  It’s  like  rubber  ducking  with  users…  Ask  me!  Talk  to  me!  http://www.nerdmeritbadges.com/products/rubberduck !
  • 38. 6/7/13   ©  Flickr  -­‐Ardyiii   38  It  is  easier  to  put  the  rubber  ducks  in  the  closet  and  use  when  needed…  Helps  us  to  reevaluate  Makes  us  think  and  talk  about  the  user  –  problem  solving.  Easy  language  for  the  whole  team  Good  end-­‐user  prodiles  for  testing  GO-­‐GO!  Tool  for  prioritising  Build  on  dirst-­‐hand  user  research  
  • 39. 6/7/13   ©  Flickr  -­‐Ardyiii   39  You  will  need  the  actual  end  user  at  some  point.  Not  taking  the  time  to  do  it  properly  No  real  data  or  just  poor  data.  Over  characterise  and  dictional…  NO-­‐NO!  Too  many  personas  too  soon  Scope  is  too  big  
  • 40. Talk  about  the  end-­‐user.  6/7/13   ©  Flickr  -­‐  Crystalline  Radical   40  
  • 41. Case  Study  6/7/13   41  
  • 42. Using  personas  as  a  tool  to  understand  new  clients  and  new  business  areas:    ”project:  HVAC  database”    (heating  –  ventilation    and  air  conditioning)  6/7/13   42  
  • 43. ”We  want  the  web  application  to  be  easier  to  use.”  6/7/13   43  
  • 44. Easier?  What  do  we  mean  by  easier?    6/7/13   44  Scope!  Mobile  friendly?   Bigger  buttons?  More  features?  Less  blue?  More  yellow?  Search  like  Google?  Fewer  features?  FAQ?  For  who?  What  part  of  the  application  are  we  talking  about?  
  • 45. Data:  what  do  we  know  for  sure  and  what  do  we  need  to  dind  out?  6/7/13   45  Data  Poll     Phone  calls!  1st: a poll! 2nd: interviews!
  • 46. 6/7/13   46  What  would  happen  if  the  software  were  down  for  several  days?  Why?  Why?  
  • 47. 6/7/13   47  ”It  would  be  difdicult  for  us  to  do  our  job”  
  • 48. 6/7/13   48  ”It’s  quite  easy  to  use  but  difdicult  to  sign  in.”      ”The  actual  UI  is  quite  ok  and  we  like  the  Excel  import/export.”    ”I  always  have  to  call  your  customer  support  to  override  the  customs  number.”    ”I  have  no  place  to  add  this  information  about  my  product.”    ”The  data  is  not  up-­‐to-­‐date  –  it’s  a  big  problem  for  us.”  
  • 49. ”Quality  is  ...  value  to  someone  ...  who  matters”  6/7/13   49  
  • 50. ”Quality  is  ...  value  to  someone  ...  who  matters”  6/7/13   50  Redine  Reseller  ”I  need  the  up-­‐to-­‐date  data.  Now.”  Product  manufacturer3  ”I  enter  the  data.”  Customer  support  ”I  need  to  help  all  these  other  users.”  Coder  ”just  want  to  have  an  easy  integration  solution  for  the  data.”  Product  manufacturer1  ”I  need  to  make  a  contract  with  you  –  my  customer  demands  it.”  Product  manufacturer2  ”I  am  new  –  I  need  to  have  a  user-­‐id.”  
  • 51. ”Quality  is  ...  value  to  someone  ...  who  matters”  6/7/13   51  Redine  Reseller  ”I  need  the  up-­‐to-­‐date  data.  Now.”  Product  manufacturer3  ”I  enter  the  data.”  Customer  support  ”I  need  to  help  all  these  other  users.”  Coder  ”just  want  to  have  an  easy  integration  solution  for  the  data.”  Product  manufacturer1  ”I  need  to  make  a  contract  with  you  –  my  customer  demands  it.”  Product  manufacturer2  ”I  am  new  –  I  need  to  have  a  user-­‐id.”  
  • 52. ”It’s  quite  easy  to  use  but  difdicult  to  sign  in.”      ”The  actual  UI  is  quite  ok  and  we  like  the  Excel  import/export.”    ”I  always  have  to  call  your  customer  support  to  override  the  customs  number.”    ”I  have  no  place  to  add  this  information  about  my  product.”    ”The  data  is  not  up-­‐to-­‐date  –  it’s  a  big  problem  for  us.”  6/7/13   52  Redine  prioritize  And back to the data we went…!
  • 53. ”Quality  is  ...  value  to  someone  ...  who  matters”  6/7/13   53  Redine  Reseller  ”I  need  the  up-­‐to-­‐date  data.  Now.”  Product  manufacturer3  ”I  enter  the  data.”  Customer  support  ”I  need  to  help  all  these  other  users.”  Coder  ”just  want  to  have  an  easy  integration  solution  for  the  data.”  By far – the biggest businessrequirement for the client!!!Product  manufacturer1  ”I  need  to  make  a  contract  with  you  –  my  customer  demands  it.”  Product  manufacturer2  ”I  am  new  –  I  need  to  have  a  user-­‐id.”  
  • 54. Value  persona:  RESELLER  I  am  a  RESELLER.  I  want  to  be  very  economical  and  fast  with  storage  and  logistics.  Don’t  really  want  to  do  any  extra  Excel-­‐magic  or  phone  calls  to  manufacturers.  I  need  to  do  orders  and  offers  and  I  need  to  know  what  products  I  can  use.  6/7/13   54  Redine.    I  would  really  like  to  have  one  master  version  of  the  data  I  can  rely  on  100%  My  motivation  is  to  dind  and  collect  the  perfect  combination  of  different  HVAC-­‐products  to  make  great  offers  for  my  clients.    
  • 55. ”  If  the  product  info  were  100%  reliable  we  would  use  it.”  6/7/13   55  Talk!  How?   How?  How?   How?  I  am  a  RESELLER.  I  would  really  like  to  have  one  master  version  of  the  data  I  can  rely  on  100%  
  • 56. OKAY…  ”  We  need  to  focus  on  how  to  make  the  data  easier  to  enter  and  easier  to  reuse  (API).  Priority  is  not  making  the  UI  mega-­‐cool.”  6/7/13   56  5  working  days  later…  … and some calendar weeks also went by to be honest… J!
  • 57. Material  online…  6/7/13   57  
  • 58. I am a…!!I want to be…!!I can do … if Youwant me to…!!I am not a … butI need to do…!!I really likedoing…!6/7/13   58  ”Avoiding BullshitPersonas: A CaseStudy”!!https://speakerdeck.com/boltpeters/avoiding-bullshit-personas !
  • 59. History…  •  http://uxmag.com/articles/love-hate-and-empathy-why-we-still-need-personas!6/7/13   www.ambientia.net   59  
  • 60. Communicate  and  be  inspired  by  the  end  users!    Thanks!  Questions?  Tuuli  Aalto-­‐Nyyssönen  @turkutuuli!