Never lose sight of the customer using personas

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Learn how Atlassian uses personas to scale agile development across our tools.

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Never lose sight of the customer using personas

  1. 1. Never Lose Sight of the Customer
  2. 2. Dan Radigan Atlassian! @danradigan
  3. 3. Why?
  4. 4. CREATE
  5. 5. CREATE VALUE
  6. 6. CREATE VALUE TEST
  7. 7. CREATE VALUE TEST
  8. 8. Defining Personas
  9. 9. Personas are fictitious, specific, concrete representations of target users. - The Essential Persona Lifecycle, John Pruitt and Tamara Adlin ” “
  10. 10. Personas will: • Improve products with targeted love for specific customers! • Increase the overall customer focus of the company! • Reduce team silos who work with the same customer profile! • Remain focused on actual customer needs and reduce internal politics! • Increase our ability to empathize with our customers! • Make it easier to resolve issues
  11. 11. • Static documents! • Used in isolation! • A bunch of stats! • A replacement for user testing What personas are not
  12. 12. The Software Team
  13. 13. Operate Support! &! Operations Sell Marketing Make Engineering Product Management Design
  14. 14. Validating a Persona
  15. 15. Hmm
  16. 16. • Demographics! • Motivations! • Concerns! • Competitive Landscape! • Adoption process! • Purchasing Role Questions to ponder
  17. 17. Alex the Attendee
  18. 18. Contextual Inquiry Customer! Interview … EmailSurvey Social! Networking
  19. 19. 20 to 30
  20. 20. Communicating Outward
  21. 21. • Feature based personas! • Having one person do all the work! • Adding in your own bias! • Making them too easy! • Making assumptions without validating! • Selectively looking at the persona Persona Pitfalls
  22. 22. Atlassian’s Journey
  23. 23. Work CodeIdeas Code management and quality Issue and
 project tracking Content collaboration
 and sharing
  24. 24. Ideas WorkCode Customer Experience
  25. 25. Alana the Aware 1000 people know her
  26. 26. Work CodeIdeas Alana the Aware
  27. 27. Customer Experience Work Work
  28. 28. + TIME
  29. 29. What’s in it for me?
  30. 30. • Drives the creation of user stories! • Brainstorm features! • Prioritize features! • Key metrics for clear definition of success Product Owners
  31. 31. • Personas drive design decisions. it’s about the customer.! • Clearly communicate empathy! • Better user trials! Product Designers
  32. 32. • Involve development in creating personas.! • Shared customer empathy! • Simplified data set! • Code is tighter with experience Product Dev
  33. 33. "The personas are not useful, it's the process and the tools that you use with the personas, that's important. I only understood the personas once I used them in empathy maps and user journeys. Up until then, they were just signs that I had read." -An Atlassian Engineer” “
  34. 34. • Customer Targeting! • Tighter value proposition with product! • Demo content! • Consistent language Product Marketing
  35. 35. • No one is better to call your bluff…! • Support is the gut check on your personas. They don’t shape them. Product Support
  36. 36. Personas in Action
  37. 37. Ideal Iteration MVP
  38. 38. Completing the Language
  39. 39. In review - personas will: • Improve products with targeted love for specific customers! • Increase the overall customer focus of the company! • Reduce team silos who work with the same customer profile! • Remain focused on actual customer needs and reduce internal politics! • Increase our ability to empathize with our customers! • Make it easier to resolve issues
  40. 40. As Alana, I’d like to be able to track work by user persona because I want follow whose experience we’re making better by day. 8
  41. 41. Questions? Slides: TBD URL Learn more: https://design.atlassian.com/

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