Personas that change the way you think


Published on

In user-centered design and marketing, personas are fictional characters created to represent the different user types that might use a site, brand, or product in a similar way.[1] Marketers may use personas together with market segmentation, where the qualitative personas are constructed to be representative of specific segments. The term persona is used widely in online and technology applications as well as in advertising, where other terms such as pen portraits may also be used.

Personas are useful in considering the goals, desires, and limitations of brand buyers and users in order to help to guide decisions about a service, product or interaction space such as features, interactions, and visual design of a website. Personas may also be used as part of a user-centered design process for designing software and are also considered a part of interaction design (IxD), having been used in industrial design and more recently for online marketing purposes.

A user persona is a representation of the goals and behavior of a hypothesized group of users. In most cases, personas are synthesized from data collected from interviews with users. They are captured in 1–2 page descriptions that include behavior patterns, goals, skills, attitudes, and environment, with a few fictional personal details to make the persona a realistic character. For each product, more than one persona is usually created, but one persona should always be the primary focus for the design.

Published in: Software, Technology, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Personas that change the way you think

  1. 1. Personas that change the way you think Gundega Lazdāne CBAP, Business analysis team lead at FMS, Latvia Armands Ķirītis, Msc. Comp, Product owner at FMS, Latvia
  2. 2. Agenda • Who are persons • Who are Personas • How to create Personas • How to use Personas • A practical example by Armands Ķirītis
  3. 3. Gundega Lazdāne, CBAP • Ing. Sc. Masters degree • 15 years in Business Analysis • BA team lead at FMS • President of Latvia IIBA® chapter
  4. 4. Armands Ķirītis • Masters degree in Computer Science – Information Systems • 6+ years experience as a Business Analyst • Product owner at FMS
  5. 5. • One of the largest software companies in Latvia complying ISO 9001:2009 • ERP system Horizon, System integration, BI • R&D laboratory
  6. 6. Who are persons? • Linda Miller • 29 years old • Married, has no children • Loves to travel • Works as accountant • Bill Johnson • 58 years old • Married, has 2 children and 6 grandchildren • Loves to play poker • Works as accountant
  7. 7. Who are persons? • Actor • Accountant
  8. 8. Who are we developing to? • Some groups of people who have similar set of tasks
  9. 9. Who do we understand better? Accountants in general Real people who have a job as accountant
  10. 10. Who do we understand better? Accountants in general Real people who have a job as an accountant Why then do we make products for abstract user groups? Let’s make products for real persons
  11. 11. Challenge: • All people aren’t similar – if we create a product based on requirements of a few users, others won’t like it Solution: • Personas – real people alike archetypes that are based on real-world data about user groups
  12. 12. About Personas “The inmates are running the asylum”, 1998 Alan Cooper
  13. 13. Who are Personas? • Personas look like real persons • Personas are not real persons • Personas are created based on motivation and behavior of real people • Personas are created using data collected from real people by observing and exploring
  14. 14. Personas as well as persons have • Photo • Biography • Social situation • Dreams and personal aims … this creates empathy. Name Demographic information Motivation Aims Behavior
  15. 15. Personas as well as persons have • Photo • Biography • Social situation • Dreams and personal aims … this creates empathy. Name Demographic information Motivation Aims Behavior Empathy is the ability to understand and share another person’s feelings
  16. 16. 4 steps creating Persona 1. Identify and fill atributes 2. Focus on goals not activities 3. Identify behavior patterns 4. Expand description
  17. 17. Step 1: Identify and fill attributes Activities Attitude Aptitude Motivation Skills
  18. 18. Step 2: Focus on goals not features
  19. 19. Step 3: Identify behavior patterns
  20. 20. Step 4: Expand description
  21. 21. How to use Personas • To communicate requirements in a team • To specify product behavior • To evaluate interfaces • For marketing purposes
  22. 22. The Horizon WEB 2.0 Persona based improvement
  23. 23. • The most popular ERP system in Latvia – About 30% of the market, – About 80% of the public sector • Desktop application • 1500 clients (public and private sector) • More than 20 years of development
  24. 24. Horizon WEB • WEB counterpart of the Horizon system • Self-service for employees • Some specific usages for operators covered
  25. 25. History of Horizon WEB • Was developed to make some functions more accessible via WEB interface • The functionality is expanded over time
  26. 26. The problem • 20+ years of experience with ERP that is meant for advanced users • Implementing the WEB product in similar style and interface as desktop Horizon • Users aren’t always happy with the UI/UX of the system as it is more document oriented than user oriented
  27. 27. The job to do • Find a method that allows us to transform the system from document-focused to user- focused • Utilize that method • Improve the UX by remaking the product
  28. 28. The preparation • Goals • Planning • Generating ideas • Kick-off • Tasks • Methods
  29. 29. The Personas – why? • Several authors recommend this method as very user-centric, for example, Scott Klemmer, Marty Cagan • Good feedback from practitioners
  30. 30. Our approach • We have a lot of information about our users: – Regular seminars and meetings – Client requests online – Other ways to get feedback • This information: the basis for creating Personas • Additional interviews for extra info and observation
  31. 31. Creating a list of behavioral variables Activities • Office based or mobile • Percentage of activities in product domain • Few or many parallel tasks Attitudes • Attitude towards information systems • Attitude towards electronic devices Aptitudes • Education level • Additional courses taken Motivations • Salary level • Enthusiastic about work • Workload Skills • Computer user skills • Communication skills
  32. 32. The job roles • Choosing the relevant job roles that we build Horizon WEB for (and the ones we don’t build for) CEO Nurse HR manager Clerk
  33. 33. Continuing the work • Process information about the subjects – chosen from various job roles • Investigating the variable values for those roles • Creating behavioral patterns for the roles
  34. 34. Synthesizing characteristics and goals • Creating a table containing our behavioral patterns and bullet points of the characteristics and goals
  35. 35. Checking for redundancy and completeness • As the roles were planned in order to be distinct, we didn’t find any redundancy • By additional interviews found some roles missing • Added the information about the missing roles and their behavioral patterns
  36. 36. Expanding description of attributes • Adding a description about the person, a narrative • Still containing the bullet points for completeness – a combination of both narration and structure • A photo found in the Internet that describes the person
  37. 37. Assigning the persona types • Positive personas: primary, secondary, supplemental • Negative personas
  38. 38. The problem of scope • We determined 2 primary personas • Split the scope in two separate functional areas Horizon WEB Self service system Operator’s station
  39. 39. Reassigning the persona types • Splitting the persona types to both self- service and operator’s station • Several personas are excluded from the scope of operator’s stations as they do not use this functionality • Some personas are added as negative persons for the self-service area as they do not fit the user we’re building the self- service system for
  40. 40. Expanded: John the seller • One of the described Personas: John the seller
  41. 41. The requirements • Writing context scenarios for the primary and some of the secondary personas • Their typical workday involving the usage of Horizon WEB • Defining the requirements for improvements
  42. 42. The implementation • The Horizon WEB 2.0 – New focus – the user – New technology (WEB forms --> MVC) • The system is modular: implementing the changes in one module at a time
  43. 43. The benefits • We had a set of characteristics for the people we build the product for • Terminology change: we develop for the personas who have names (empathy) • The priorities of requirements are defined by the persona they’re derived from
  44. 44. The benefits • User testing: we can do user testing from the viewpoint of a persona without involving real users at first • Personas can also be used for creating marketing material
  45. 45. Our results • The first round changes in first specific module: Document Circulation are already implemented and delivered to our clients • We did: – User testing – Surveys – Analysis of usage logs
  46. 46. Before… Circulation of a vacation request
  47. 47. After the remake
  48. 48. Further perspective • Remaking other modules in the same way • The personas are reusable for future projects thus making them a good tool for long term product development
  49. 49. Pros and challenges • Better understanding of end users • The personas can be used as a communication tool in the team • The method brings results • More analysis has to be done at first • The thinking and development principles have to be changed
  50. 50. Reading & learning suggestions • Alan Cooper: About Face 3, • Tamara Adlin, John Pruitt: The Essential Persona Lifecycle • Chris Nodder, course “UX Design Techniques: Creating Personas” • Scott Klemmer: Human-Computer Interaction, course in Coursera, started on 30.06.2014.,
  51. 51. Thank you for your attention