Using Personas To Provide Objectivity, Not Empathy

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It's axiomatic: You are not your user. Except…sometimes, you are. Ever have a customer or a coworker say that personas aren't important? In this quick fire case study, we'll look at how we developed a …

It's axiomatic: You are not your user. Except…sometimes, you are. Ever have a customer or a coworker say that personas aren't important? In this quick fire case study, we'll look at how we developed a phone app for DC-area college students who have been sexually assaulted. Adding personas into the design process didn't make the design team to feel closer to users. Instead, it helped the design team step back from their own experiences and be more objective.

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Transcript

  • 1. In the end…YOU ARE NOT YOUR USER.….EVEN WHEN YOU ARE.
  • 2. personatool to get in your user’smindset
  • 3. ―I’ve never been a big believer in personas.They’re artificial, abstract, and fictitious.I don’t think you can build a great productfor a person that doesn’t exist.‖ – Jason Fried, 37signals
  • 4. SO, I’M A& I WANT TO
  • 5. TRIGGER WARNINGOur customerMEN CAN STOP RAPE
  • 6. ―Immediate access to the information needed most in the event ofa sexual assault on one of DC’s eight college campuses —quick, confidential, and free.‖U-ASK
  • 7. Initial design approachSWIPE! TAP! ZOOM!
  • 8. SO, I’VEJUST BEENRAPED…
  • 9. More Objectivity(Less Empathy)
  • 10. Sadly, easy to get that research….RESEARCH-BASED
  • 11. SO, BILLY WASASSAULTED& HE WANTS TO FILE A Add CARCOMPLAINT Fix photo …
  • 12. Can I bring a friend Is it too late to with me? Will people believe report this? me? Will they tell my It happened off campus; parents? will my school really care?Persona-drivenCONTENT What do I do now?
  • 13. Persona-drivenCOLORS
  • 14. Persona-drivenINTERACTIONS
  • 15. iPhone & Android appsAGILE DEVELOPMENT
  • 16. Roll-outSTUDENT ORIENTATION
  • 17. RECEPTION
  • 18. When this happens toyou...……Step back.Be objective.Use personas.
  • 19. AxiomYOU ARE NOT YOUR USER