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45 min UXD Summit Persona Talk

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A talk about personas

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45 min UXD Summit Persona Talk

  1. 1. What’s the Deal with Personas? Ramya UX Architect at Cardinal Solutions @rams_mahalingam
  2. 2. PERSONA A persona is a fictional description of a standard user of a product.
  3. 3. we’re not designing for ourselves
  4. 4. EMPATHY
  5. 5. EMPATHY JUDGEMENT
  6. 6. R.I.P.
  7. 7. The way we make personas isn’t working
  8. 8. 3 things happen
  9. 9. 1. comfort
  10. 10. we tend to make personas that are safe, comfortable, and familiar
  11. 11. 2. labels
  12. 12. the descriptors of our humans
  13. 13. gender
  14. 14. gender age
  15. 15. gender age name
  16. 16. 3. bias
  17. 17. normal
  18. 18. "Joe Six-Pack is people just like me — work every day, pay their taxes." — Mohammad Khan, an immigrant from Bangladesh "When I think Joe Six-Pack, I think of the hunter and his gun and his dog, and that's a definite white man out in the countryside,” — Blanche Hake, a retired teacher "The others are lazy. They don't work as hard, so that's where the Joe Six-Pack comes in. He's a hard-working white man." — Margie Orr
  19. 19. 1. comfort
  20. 20. 1. comfort 2. labels
  21. 21. 1. comfort 2. labels 3. bias
  22. 22. The way we construct personas allows us to introduce our own bias
  23. 23. person-nah’s?
  24. 24. JTBD
  25. 25. A 2-pronged Approach
  26. 26. Recognize and challenge your unconscious bias
  27. 27. a single story
  28. 28. Shift the focus of the persona
  29. 29. Market Segments
  30. 30. Personas
  31. 31. Personas
  32. 32. goalsmarket segments
  33. 33. Reframe “How will this affect the way they use the product?”
  34. 34. Reframe “How will this affect the way they use the product?” 63 years old larger font size Qualitative Research
  35. 35. Personas are Intersectional
  36. 36. why bother?
  37. 37. REFERENCES Persona Non Grata, Dan Saffer, August 17 2005 Personas are "empathy tools," not stereotypes, Sam Ladner, November 17 2008 A Closer Look At Personas: What They Are And How They Work (Part 1), Shlomo Goltz, August 6 2014 Resurrecting Dead Personas, Meg Dickey-Kurdziolek, July 26 2016 Designing for imaginary friends: information architecture, personas and the politics of user-centered design, Adrienne L. Massanari, June 12 2010 Is stereotyping inevitable when designing with personas?, Phil Turner and Susan Turner, July 27 2012 Crappy Personas vs. Robust Personas, Jared Spool, November 14 2007 The Inmates are Running the Asylum, Alan Cooper, January 1 1999 Reconciling market segments and personas, Cooper, May 15 2008 Ramya @rams_mahalingam

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