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Iterative persona

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How do you get everybody in your team to understand who is using your product — especially if you're not 100% certain yourself? You get out of the building and talk to your customers, but how do you communicate what you've learned when you get back?
Persona are research-based examples of the people who use your product. They help teams understand customers and deliver the features that they really need. However persona have traditionally been produced by specialist researchers in up-front research phases that don’t fit in well with agile and lean product development.


This talk shows you how to get the whole team involved in user research. You’ll work through an example scenario showing you how to learn about your customers by building persona incrementally. You'll experience how to get rapid alignment on your customer within the team, how to refine customer models over time, and how this lets you work with persona in a changing marketplace. Helping the whole team gain customer empathy and generate new product ideas.


You'll come away with practical techniques for integrating persona with agile & lean approaches to product strategy and development.

Published in: Business
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Iterative persona

  1. 1. Adrian Howard (@adrianh) Iterative Persona #agileotb 2016 https://commons.wikimedia.org/wiki/File:Sketchy_(443136151).jpg
  2. 2. https://commons.wikimedia.org/wiki/File:Cat_on_laptop_-_Just_Browsing.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. https://www.flickr.com/photos/ltangelini/4683559792/
  10. 10. http://commons.wikimedia.org/wiki/File:The_Thinker_Musee_Rodin.jpg Analysis & Synthesis
  11. 11. http://www.slideshare.net/toddwarfel/data-driven-personas
  12. 12. https://www.flickr.com/photos/hansthijs/3586762234/
  13. 13. http://commons.wikimedia.org/wiki/File:Rows_of_Bookshelves.jpg
  14. 14. https://www.flickr.com/photos/baltasar89/15668939281
  15. 15. http://www.amazon.co.uk/gp/product/B006BVW09G/
  16. 16. https://www.flickr.com/photos/ykjc9/4143179870/
  17. 17. Problem?
  18. 18. Agile https://commons.wikimedia.org/wiki/File:Extreme_Programming.svg XP + SCRUM + DSDM + ASD + Crystal + FDD + Pragmatic + etc.
  19. 19. Lean Startup Customer Development + Agile + Lean buildlearn measure productdata ideas
  20. 20. Lean UX Lean Startup + UX + Design Thinking makethink check
  21. 21. Whatever ™ You know, for kids! actionaction action thingthing thing mighty
 circle o’feedback
  22. 22. Persona problems… • Presented as truth • Large up-front investment of time, money & people • Need a fairly good grasp of our market • Tends to result in set-and-forget persona • Introducing products changes the world
  23. 23. http://www.uie.com/brainsparks/2008/01/24/personas-are-not-a-document/ Personas are to Persona Descriptions as Vacations are to Souvenir Picture Albums — Jared Spool
  24. 24. https://www.flickr.com/photos/library_of_congress/2163462230/ Sam Bossman, VP of Sales
  25. 25. https://www.flickr.com/photos/powerhouse_museum/3876631361/ Pat Minion, Sam’s PA
  26. 26. Iterative Persona
  27. 27. 1. Define
  28. 28. http://www.slideshare.net/clevergirl/luxr-oneday-workshop/73
  29. 29. From Lean Customer Development by Cindy Alvarez
  30. 30. https://www.flickr.com/photos/rbowen/1148435913
  31. 31. Apply the truthiness scale…
  32. 32. Made up sh*t True
  33. 33. Made up sh*t True
  34. 34. http://commons.wikimedia.org/wiki/File:Cat_skeleton_-Booth_Museum,_Brighton_and_Hove,_East_Sussex,_England-20Oct2011.jpg
  35. 35. 2. Refine
  36. 36. Add structure…
  37. 37. Made up sh*t True
  38. 38. TrueStrongWeakGuess
  39. 39. Add rules…
  40. 40. TrueStrongWeakGuess
  41. 41. TrueStrongWeakGuess
  42. 42. TrueStrongWeakGuess
  43. 43. TrueStrongWeakGuess
  44. 44. TrueStrongWeakGuess
  45. 45. bit.ly/indipersona
  46. 46. http://memegenerator.net/instance2/4853223
  47. 47. https://twitter.com/guspower/status/448487628107575296/photo/1
  48. 48. http://commons.wikimedia.org/wiki/File:Big_Fat_Red_Cat.jpg
  49. 49. 3. Realign
  50. 50. http://commons.wikimedia.org/wiki/File:International_tidyman.svg
  51. 51. http://pixabay.com/en/viewpoint-gazebo-lookout-point-99199/
  52. 52. http://pixabay.com/en/sign-signs-traffic-road-street-39400/
  53. 53. http://pixabay.com/en/traffic-sign-road-sign-shield-6664/
  54. 54. The Good, the Bad & the Ugly
  55. 55. Communicates risk and confidence, not truth
  56. 56. Lets you get people started quickly & cheaply
  57. 57. Whole team approach eases adoption
  58. 58. Embraces change
  59. 59. Organisation still has to buy in
  60. 60. Folk forget refine & realign
  61. 61. http://memegenerator.net/instance/54379154
  62. 62. Made up sh*t True
  63. 63. TrueStrongWeakGuess
  64. 64. http://pixabay.com/en/traffic-sign-road-sign-shield-6664/
  65. 65. Traditional Lean / Agile research phases ⟶ research cadences solo & silo work ⟶ whole team work deliver truth ⟶ show risk & process
  66. 66. DO LESS TOGETHER MORE OFTEN to do MORE Adrian Howard (@adrianh) quietstars.com
  67. 67. Want more? The latest Agile & Lean UX News bit.ly/leanuxnews Adrian Howard (@adrianh) quietstars.com “A treasure chest of recent lean & agile material” — @davidpetersimon “One of our favorite useful newsletters” — @LadiesThatUXNYC “It’s one of the best newsletters out there” — @LadiesThatUXATL
 “I get it you should too” — @tonytphd “You should subscribe” — @brownpf

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