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Know Your Audience - Agile Indy


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Product development is all about knowing your audience. Every design decision or functional requirement should be made with the end user in mind. Who are they and how will they use your product? A key element to writing a great user story is to identify the end user, “As a __.” Creating personas to identify your audience is invaluable. The more you learn about your audience, the more empathy you have. Empathy allows you to better envision your users’ experience and therefore significantly improve that experience.

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Know Your Audience - Agile Indy

  1. 1. Know Your Audience @dwilliams999 | | Diana Williams Manager of Agile Delivery BDI/Allegient - DMI Inc
  2. 2. Agenda ● Why do we need Personas? ● What is a Persona? ● How do we create a Persona?
  3. 3. Why do we need Personas?
  4. 4. 23% Of users abandon an App after one use
  5. 5. 38%Of users use an App more than 11 times
  6. 6. 197 BEstimated Apps will be downloaded in 2017
  7. 7. Define a successful product On time? Is it still successful if no one uses the product? On budget? Within scope?
  8. 8. Alan Cooper “If we want users to like our software, we should design it to behave like a likeable person.”
  9. 9. What is a Persona?
  10. 10. Persona: the aspect of someone's character that is presented to or perceived by others
  11. 11. What benefits do Persona’s provide? ● Build Empathy ● Develop Focus ● Communicate - Tell a story ● Make and Defend Decision ● Remove Self from conversation
  12. 12. While we need to keep the customer in mind, we are designing for an end user.
  13. 13. Customer Makes decision to buy your product Pricing analysis Generally not the end user of your product Thinks in terms of value When selling, pay attention to customers End User Interacts with system/product Use base outweighs customer base Generally not the purchaser When designing, pay attention to users Want software that serves their need Users use and Customers buy
  14. 14. How do we create a Persona?
  15. 15. Goal Directed Design
  16. 16. Gathering Information Talk to end users You have to listen and observe Talk to you competitors customer Survey them (limited) Generally you need to talk to 8 people Create the narrative
  17. 17. Bad Questions Do NOT ask Yes/No questions Do NOT lead the witness Do NOT ask would you like this feature
  18. 18. Awesome Questions Did you have a good day today? What made it a good day? Tell me about your job. What are you trying to accomplish?
  19. 19. What is the most important part of interviewing end users?
  20. 20. SHUT UP and Listen!!
  21. 21. Results You will get their truths Some will tell you what they think you want to know You will get their weird idiosyncrasies A pattern will develop You are left with a common set of desired end states
  22. 22. Aspects of a Persona
  23. 23. Include the information you need
  24. 24. Let’s create an AgileIndy attendee persona
  25. 25. Name?? Stats: Age: Job Role: Location: Avg Income: About: Quote Goals:
  26. 26. Questions?