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Putting Personas to Work at IIBA Cleveland


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Putting Personas to Work: Getting Personas Adopted Throughout Your Organization.
Presented by Carol Smith at the Cleveland IIBA Chapter meeting on March 12, 2013.

Personas need to be recognized and relied on by the entire team and creating a successful persona program can be a huge challenge. This session covers strategies for making sure that the personas you create become essential to your team.

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Putting Personas to Work at IIBA Cleveland

  1. 1. IIBA Meeting March 2013 Putting Personas to Work Getting Personas AdoptedThroughout Your Organization Presented by Carol Smith @Carologic
  2. 2. User Experience Prof Assoc Supports peoplewho research, design, and evaluate the user experience of products and services.
  3. 3. Which Student?Rick Connie via (Christopher Alison Photography) via
  4. 4. Benefits• Efficient and effective• Team learns and remember• Reduced influence based on _________• Better products• Help teams avoid: • Designing for themselves/technology • Designing for everyone
  5. 5. Controversy• Irrelevant information• “Pseudo-science” • Not trying to be scientific • Statistical methods used to analyze data • Rigorous, repeatable methods • Result in mostly qualitative data The Persona Lifecycle : Keeping People in Mind Throughout Product Design by John Pruitt and Tamara Adlin
  6. 6. Getting Buy-In for Personas• We don’t need UX – we know our users• Tell us the story • What are they really doing? • What are their goals? • Roadblocks?
  7. 7. Selling Internally
  8. 8. Introducing Personas
  9. 9. Progressive Disclosure• Like real-life, dating• You are the match-maker • Create opportunities to get to know them • Tell the story, effectively • Support recall of significant details
  10. 10. Progressive Disclosure
  11. 11. Tell the Story• Clarify how the personas are to be used • Support design and development • Limitations• For each persona: • Goals, Needs • How use product • Challenges • “Irrelevant Information” creates the mnemonic
  12. 12. Make it Real• Introduce Artifacts• Encourage and answer questions
  13. 13. Share what you learn
  14. 14. Successful Programs• Form a team that includes product/project team members• The team: • Supports persona development • Reviews personas regularly • Advocates for personas • Watches for opportunities
  15. 15. Team Leader• Curates personas• Tracks work that may influence personas• Identifies opportunities to enhance them
  16. 16. Keep Personas Alive• Make opportunities to sew them into culture• Regular touch points• Refresh documentation regularly• E-mail addresses for personas
  17. 17. Working Sessions• Include them at meetings• Role play or “channel” the persona • Review of interface thru eyes of Persona • Analyze competition • Review stories/scenarios What would they do? Would they use this? The User is Always Right: A Practical Guide to Creating and Using Personas for the Web by Steve Mulder and Ziv Yaar.
  18. 18. Activities• Panel with “Personas” (role playing) • Individual teams, products, etc. • Answer questions in character• Meet & Greet• Birthday party
  19. 19. Artifacts• Public • Posters • Large Boards• Personal • Persona • Reference Sheets • Books
  20. 20. Connect to Project Work
  21. 21. Communication Plan• What to communicate • Progressive disclosure - Highlights • Updates • Tips for use• When• To whom (team, stakeholders, etc.)• How (Web site, Email, etc.)
  22. 22. Plan for Updating Personas• Ongoing work • Include open questions in new projects.• Include in planning templates • Usability study triggers a persona review.• Communication Plan • Regular reviews. • Plan for distribution of updates.
  23. 23. Reusing Personas• Up-to-date personas and profiles used: • Indefinitely for same product • Goals and Needs must remain static• Inform new persona - preliminary context
  24. 24. Not Repurposed• For different: • Products • Scenarios • Needs and goals
  25. 25. Persona Teams (Families)• Extend - include all aspects of experience• Complex set of products• Group personas in meaningful ways
  26. 26. Example – Online Shopping
  27. 27. Online Shopping (cont)• One persona = all Shoppers • Unlikely• More likely: • Small set of personas for each role • Few more for additional roles
  28. 28. Share What You Know• Personas interact at various times • In person • Virtual “handshakes”• Convey to the team: • Where occur? • When? • Frequency? • What information is exchanged?
  29. 29. Knowledge Shared• Clear relationships between personas• Frequency of interactions• Needs from each other• What provide to each other
  30. 30. Different Lenses• Pain points • Product, service, experience• Motivations • Goals, needs, tasks, occupation, family, and environment• Commonalities • Tech use, tech purpose, demographics, occupation, and context of use
  31. 31. Prioritize Relationships• Which interactions most important? • Users • Product functionality• Visual work flows are ideal
  32. 32. Next Steps• Identify gaps and plan to fill them.• Sync with market segments (if they exist).
  33. 33. Start Now• Conduct research with users• Create strawman Profiles now• Expand Profiles into Personas• Build on what you know• Keep digging - each project can answer more questions
  34. 34. Do UX Early & Often• Create Information Radiators • Personas • Artifacts • Schedule of activities• Tell others about the power of Personas
  35. 35. Recommended Readings 3
  36. 36. ContactCarol J. SmithTwitter: @CarologicLinkedIn: Rate: caroljsmith
  37. 37. Special ThanksRichard Douglass – previous co-presenter on this material.@RichardDouglass
  38. 38. ReferencesDesigning for the Digital Age: How to Create Human-Centered Products and Services by Kim Goodwin (one chapter)The Persona Life-Cycle by John Pruitt and Tamara AdlinThe User Is Always Right: A Practical Guide to Creating and Using Personas for the Web by Steve MulderThe Inmates are Running the Asylum by Alan CooperObserving the User Experience: A Practitioners Guide to User Research by Mike KuniavskyBabcock, L. and Sara Laschever. (2008). “Ask For It: How Women can use the Power of Negotiation to Get What They Really Want.” Bantam Books.Godin, Seth. (2010) “Linchpin: Are you Indispensable?” Penguin Group.Ury. William L. (1991) “Getting Past NO: Negotiating in Difficult Situations.” Bantam.Fisher, Roger and William L. Ury. (1981) “Getting to YES: Negotiating Agreement Without Giving In.” Penguin Group.Kennedy, Gavin. (2004). “Essential Negotiation.” The Economist and Profile Books LTD.Lavington, Camille. (2004) “You’ve Only Got Three Seconds: How to make the right impression in your business and social life.” Doubleday.Lewicki, Roy J., et. Al. (2004) “Essentials of Negotiation.” McGraw-Hill Irwin.Young, Ed. (2011) “Justice is served, but more so after lunch: how food-breaks sway the decisions of judges.” Discover Magazine. how-food-breaks-sway-the-decisions-of-judges/ Retrieved on October 24, 2011.