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Incremental Persona, Lean UX Festival 2014

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How do you get everybody in your company to understand who is using your product — especially if you're not 100% certain yourself?

You've got out of the building and talked to your customers, but how do you communicate what you learned when you get back?

Persona — research-based examples of the people who use your product — help teams understand customers and deliver the features they really need.

We’ll show how to get the whole team involved in user research. We work through an example scenario showing you how to build persona incrementally. You'll learn practical techniques for integrating persona with lean approaches to product strategy and development.

Published in: Data & Analytics
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Incremental Persona, Lean UX Festival 2014

  1. 1. Adrian Howard (@adrianh) Incremental Persona Lean UX Festival, Gent, September 2014
  2. 2. http://commons.wikimedia.org/wiki/File:StateLibQld_1_114936_Customers_buying_up_tea_before_the_price_rise,_Brisbane,_1954.jpg
  3. 3. + http://commons.wikimedia.org/wiki/File:Mr._Maji,_a_long-haired_orange_cat_with_white_muzzle.jpg
  4. 4. https://www.flickr.com/photos/2top/8507775261/
  5. 5. http://commons.wikimedia.org/wiki/File:Hello_Kitty-Bremen.jpg
  6. 6. https://www.flickr.com/photos/hansthijs/3586762234/
  7. 7. http://memegenerator.net/instance/54376410
  8. 8. Persona
  9. 9. http://commons.wikimedia.org/wiki/File:Customers_in_the_Book_Department_at_Selfridge's_department_store_in_London_during_1942._D6590.jpg
  10. 10. Analysis & Synthesis http://commons.wikimedia.org/wiki/File:The_Thinker_Musee_Rodin.jpg
  11. 11. http://www.slideshare.net/toddwarfel/data-driven-personas
  12. 12. “Personas are to Persona Descriptions as Vacations are to Souvenir Picture Albums” – Jared Spool
  13. 13. https://www.flickr.com/photos/hansthijs/3586762234/
  14. 14. http://commons.wikimedia.org/wiki/File:So_happy_smiling_cat.jpg
  15. 15. https://www.flickr.com/photos/mattandjanet/103437949/
  16. 16. http://christmasstockimages.com/free/ideas_concepts/slides/christmas_ideas.htm
  17. 17. http://commons.wikimedia.org/wiki/File:Rows_of_Bookshelves.jpg
  18. 18. https://www.flickr.com/photos/library_of_congress/2163462230/ Sam Bossman, VP of Sales
  19. 19. Pat Minion, Sam’s PA https://www.flickr.com/photos/powerhouse_museum/3876631361/
  20. 20. Problems… • Large up-front investment of time, money & people • Need a fairly good grasp of our target market • Tends to result in set-and-forget persona.
  21. 21. Incremental Persona
  22. 22. 1. Define
  23. 23. http://www.slideshare.net/clevergirl/luxr-oneday-workshop/73
  24. 24. Apply the truthiness scale
  25. 25. MSU True
  26. 26. MSU True
  27. 27. http://commons.wikimedia.org/wiki/File:Cat_skeleton_-Booth_Museum,_Brighton_and_Hove,_East_Sussex,_England-20Oct2011.jpg
  28. 28. 2. Refine
  29. 29. https://twitter.com/guspower/status/448487628107575296/photo/1
  30. 30. 3. Realign
  31. 31. http://commons.wikimedia.org/wiki/File:International_tidyman.svg
  32. 32. http://pixabay.com/en/viewpoint-gazebo-lookout-point-99199/
  33. 33. http://pixabay.com/en/sign-signs-traffic-road-street-39400/
  34. 34. http://pixabay.com/en/traffic-sign-road-sign-shield-6664/
  35. 35. The Good, the Bad & the Ugly
  36. 36. Lets you get people starting quickly & cheaply
  37. 37. Whole team approach eases adoption
  38. 38. Integrates research & researchers
  39. 39. Continuous learning
  40. 40. No set & forget persona
  41. 41. Embraces change
  42. 42. Organisations still need to buy in
  43. 43. Folk forget refine & realign
  44. 44. http://memegenerator.net/instance/54379154
  45. 45. MSU True
  46. 46. http://pixabay.com/en/traffic-sign-road-sign-shield-6664/
  47. 47. DO LESS MORE OFTEN to do MORE Adrian Howard (@adrianh) quietstars.com

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