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Lean personas: discover your real customers

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How can you get everyone in the team to understand your customers - especially if you're not 100% certain yourself?

Personas - research-based examples of the people who use your product - can help. Unfortunately in agile contexts traditional persona development often doesn't work well.

How do we use personas when our understanding of the product and market is still evolving? What happens when we lack the resources for extended up-front research? How do teams manage changes to existing personas? How should we communicate personas? How do we keep the value of long-term research in an environment of rapid iteration or continuous delivery?

We'll show you how to incrementally build models of your customer with the whole team. We'll be demonstrating practical techniques for documenting personas, communicating ongoing research, and integrating it with agile approaches to product vision and strategy.

Published in: Business
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Lean personas: discover your real customers

  1. 1. Adrian Howard (@adrianh) Lean Persona #AgileInTheCity 2016 https://commons.wikimedia.org/wiki/File:Sketchy_(443136151).jpg
  2. 2. Adrian Howard (@adrianh) Lean Persona #AgileInTheCity 2016 https://commons.wikimedia.org/wiki/File:Sketchy_(443136151).jpg
  3. 3. Adrian Howard (@adrianh) Iterative Persona #AgileInTheCity 2016 https://commons.wikimedia.org/wiki/File:Sketchy_(443136151).jpg
  4. 4. https://commons.wikimedia.org/wiki/File:Cat_on_laptop_-_Just_Browsing.jpg
  5. 5. http://commons.wikimedia.org/wiki/File:Mr._Maji,_a_long-haired_orange_cat_with_white_muzzle.jpg
  6. 6. https://www.flickr.com/photos/2top/8507775261/
  7. 7. http://commons.wikimedia.org/wiki/File:Hello_Kitty-Bremen.jpg
  8. 8. https://www.flickr.com/photos/hansthijs/3586762234/
  9. 9. http://memegenerator.net/instance/54376410
  10. 10. Persona
  11. 11. https://www.flickr.com/photos/ltangelini/4683559792/
  12. 12. http://commons.wikimedia.org/wiki/File:The_Thinker_Musee_Rodin.jpg Analysis & Synthesis
  13. 13. http://www.slideshare.net/toddwarfel/data-driven-personas
  14. 14. https://www.flickr.com/photos/hansthijs/3586762234/
  15. 15. http://commons.wikimedia.org/wiki/File:Rows_of_Bookshelves.jpg
  16. 16. https://www.flickr.com/photos/baltasar89/15668939281
  17. 17. http://www.amazon.co.uk/gp/product/B006BVW09G/
  18. 18. https://www.flickr.com/photos/ykjc9/4143179870/
  19. 19. Problem?
  20. 20. Agile https://commons.wikimedia.org/wiki/File:Extreme_Programming.svg XP + SCRUM + DSDM + ASD + Crystal + FDD + Pragmatic + etc.
  21. 21. Lean Startup Customer Development + Agile + Lean buildlearn measure productdata ideas
  22. 22. Lean UX Lean Startup + UX + Design Thinking makethink check
  23. 23. Whatever ™ You know, for kids! actionaction action thingthing thing mighty
 circle o’feedback
  24. 24. 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
  25. 25. 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
  26. 26. https://www.flickr.com/photos/library_of_congress/2163462230/ Sam Bossman, VP of Sales
  27. 27. https://www.flickr.com/photos/powerhouse_museum/3876631361/ Pat Minion, Sam’s PA
  28. 28. Iterative Persona
  29. 29. 1. Define
  30. 30. http://www.slideshare.net/clevergirl/luxr-oneday-workshop/73
  31. 31. From Lean Customer Development by Cindy Alvarez
  32. 32. https://www.flickr.com/photos/rbowen/1148435913
  33. 33. Apply the truthiness scale…
  34. 34. Made up sh*t True
  35. 35. Made up sh*t True
  36. 36. http://commons.wikimedia.org/wiki/File:Cat_skeleton_-Booth_Museum,_Brighton_and_Hove,_East_Sussex,_England-20Oct2011.jpg
  37. 37. 2. Refine
  38. 38. Add structure…
  39. 39. Made up sh*t True
  40. 40. TrueStrongWeakGuess
  41. 41. Add rules…
  42. 42. TrueStrongWeakGuess
  43. 43. TrueStrongWeakGuess
  44. 44. TrueStrongWeakGuess
  45. 45. TrueStrongWeakGuess
  46. 46. TrueStrongWeakGuess
  47. 47. bit.ly/indipersona
  48. 48. http://memegenerator.net/instance2/4853223
  49. 49. https://twitter.com/guspower/status/448487628107575296/photo/1
  50. 50. http://commons.wikimedia.org/wiki/File:Big_Fat_Red_Cat.jpg
  51. 51. 3. Realign
  52. 52. http://commons.wikimedia.org/wiki/File:International_tidyman.svg
  53. 53. http://pixabay.com/en/viewpoint-gazebo-lookout-point-99199/
  54. 54. http://pixabay.com/en/sign-signs-traffic-road-street-39400/
  55. 55. http://pixabay.com/en/traffic-sign-road-sign-shield-6664/
  56. 56. The Good, the Bad & the Ugly
  57. 57. Communicates risk and confidence, not truth
  58. 58. Lets you get people started quickly & cheaply
  59. 59. Whole team approach eases adoption
  60. 60. Embraces change
  61. 61. Organisation still has to buy in
  62. 62. Folk forget refine & realign
  63. 63. http://memegenerator.net/instance/54379154
  64. 64. Made up sh*t True
  65. 65. TrueStrongWeakGuess
  66. 66. http://pixabay.com/en/traffic-sign-road-sign-shield-6664/
  67. 67. Traditional Lean / Agile research phases ⟶ research cadences solo & silo work ⟶ whole team work deliver truth ⟶ show risk & process
  68. 68. DO LESS TOGETHER MORE OFTEN to do MORE Adrian Howard (@adrianh) quietstars.com
  69. 69. 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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