Personas Demystified PART 1: INTRO TO PERSONAS with Frank Spillers, MS   Experience Dynamics   5-part Web Seminar Series
Agenda <ul><li>Part 1: Intro to Personas  </li></ul><ul><li>Date:  Wed, April 2nd </li></ul><ul><li>Time:  10:00am - 11:00...
1. History of Personas
Shifting to Human Centered
<ul><li>Geoffrey Moore, Crossing the Chasm </li></ul><ul><li>Alan Cooper, The Inmates are running the asylum </li></ul><ul...
How popular are personas? <ul><li>&quot;More than half of the companies we surveyed are using, piloting, or considering pe...
At issue: Effective use <ul><li>“Though increasingly popular, personas remain widely misunderstood. Successful efforts  ke...
Personas Describe Behavior Market Research Behavioral Research
2. What are Personas?
What are Personas? <ul><li>Personas are a way to  make concrete  the abstraction inherent in the way you typically refer t...
Personas help you understand: <ul><li>Who you are designing for </li></ul><ul><li>What they want to do most </li></ul><ul>...
What are Personas? <ul><li>NOT real people </li></ul><ul><li>NOT made-up generalizations </li></ul><ul><li>NOT customer se...
 
Scenario, then use case
 
3. How are they used?
Adopt Scenario Design <ul><li>Who are your users? </li></ul><ul><li>What are their goals? </li></ul><ul><li>How can users ...
Personas to Segment
Personas for Advertising
Personas for Marketing
Personas for Engagement
Personas for Future Pacing  http://www.vodafone.com/flash/futures
 
4. Should you be using personas?
“ Create a shared understanding of customers and their goals by embracing personas…. Personas get you  cross-company buy-i...
Why Qualitative research? “ Qualitative research, unlike it’s quantitative counterparts challenges internally held assumpt...
What would happen if you did? <ul><li>Authenticate marketing profiles </li></ul><ul><li>Isolate customer behavior/roles </...
Reading
  5-part Web Seminar Series Thank You! See:  www.ExperienceDynamics.com/training  for parts 2-5
Upcoming SlideShare
Loading in …5
×

Pt 1 Personas 5 Part Web Seminar Series 08

4,044 views

Published on

Intro to personas, part 1 of 5 in the Demystifying Personas seminar series by Experience Dynamics

Published in: Technology, Business
0 Comments
9 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
4,044
On SlideShare
0
From Embeds
0
Number of Embeds
703
Actions
Shares
0
Downloads
72
Comments
0
Likes
9
Embeds 0
No embeds

No notes for slide

Pt 1 Personas 5 Part Web Seminar Series 08

  1. 1. Personas Demystified PART 1: INTRO TO PERSONAS with Frank Spillers, MS Experience Dynamics 5-part Web Seminar Series
  2. 2. Agenda <ul><li>Part 1: Intro to Personas </li></ul><ul><li>Date: Wed, April 2nd </li></ul><ul><li>Time: 10:00am - 11:00am PST </li></ul><ul><li>History of Personas </li></ul><ul><li>What are Personas? </li></ul><ul><li>How are they used? </li></ul><ul><li>Should you be using personas? </li></ul>Frank Spillers, MS
  3. 3. 1. History of Personas
  4. 4. Shifting to Human Centered
  5. 5. <ul><li>Geoffrey Moore, Crossing the Chasm </li></ul><ul><li>Alan Cooper, The Inmates are running the asylum </li></ul><ul><li>Forrester Research (Persona reports) </li></ul><ul><li>Personas “bible” published 2005 </li></ul>Personas go mainstream
  6. 6. How popular are personas? <ul><li>&quot;More than half of the companies we surveyed are using, piloting, or considering personas.&quot; </li></ul>Forrester Research TechStrategy Report: December 2003
  7. 7. At issue: Effective use <ul><li>“Though increasingly popular, personas remain widely misunderstood. Successful efforts key off of actual user behaviors , read like a story about a real person, and get used by everyone”. </li></ul><ul><li>The Power of Design Personas, Forrester 12/03 </li></ul>>> Base your personas on real-world data
  8. 8. Personas Describe Behavior Market Research Behavioral Research
  9. 9. 2. What are Personas?
  10. 10. What are Personas? <ul><li>Personas are a way to make concrete the abstraction inherent in the way you typically refer to, and think about “the customer”. </li></ul>
  11. 11. Personas help you understand: <ul><li>Who you are designing for </li></ul><ul><li>What they want to do most </li></ul><ul><li>What steps your users want to take </li></ul><ul><li>What priorities your users have </li></ul><ul><li>What is important to your audience </li></ul><ul><li>Things you did not know about your users </li></ul>
  12. 12. What are Personas? <ul><li>NOT real people </li></ul><ul><li>NOT made-up generalizations </li></ul><ul><li>NOT customer segments </li></ul><ul><li>They ARE factual representations of: </li></ul><ul><li>User “types” </li></ul><ul><li>Capturing behaviors for the purpose of: </li></ul><ul><ul><li>Understanding more deeply user needs </li></ul></ul><ul><ul><li>Targeting specific audiences </li></ul></ul><ul><ul><li>Guiding a user-centered design </li></ul></ul><ul><ul><li>Optimizing navigation & content to probabilities </li></ul></ul><ul><ul><li>Prioritizing design decisions </li></ul></ul>
  13. 14. Scenario, then use case
  14. 16. 3. How are they used?
  15. 17. Adopt Scenario Design <ul><li>Who are your users? </li></ul><ul><li>What are their goals? </li></ul><ul><li>How can users achieve their goals? </li></ul>Sept 2002, Forrester Research “Focus on Customer Experience not CRM”
  16. 18. Personas to Segment
  17. 19. Personas for Advertising
  18. 20. Personas for Marketing
  19. 21. Personas for Engagement
  20. 22. Personas for Future Pacing http://www.vodafone.com/flash/futures
  21. 24. 4. Should you be using personas?
  22. 25. “ Create a shared understanding of customers and their goals by embracing personas…. Personas get you cross-company buy-in on who the most important customer segments are and what they want and need , which in turn provides an instant litmus test for whether you're making good design decisions or bad ones”. Forrester’s Harley Manning Personal Interview for NewsFactor.com article, Nov 04 This is the thing to do if you do nothing else.
  23. 26. Why Qualitative research? “ Qualitative research, unlike it’s quantitative counterparts challenges internally held assumptions, knowings and thinkings. It delves deeper into the problem-solving, decision making and sense-making structures that cause people to do what they do. Qualitative insights help justify priorities and needs, thus aligning requirements to real world scenarios”. -Frank Spillers, MS
  24. 27. What would happen if you did? <ul><li>Authenticate marketing profiles </li></ul><ul><li>Isolate customer behavior/roles </li></ul><ul><li>Avoid design of edge-cases </li></ul><ul><li>Serve the needs of 80/20 </li></ul><ul><li>Get cross-company buy-in </li></ul><ul><li>Help design decisions focus on the end user </li></ul>
  25. 28. Reading
  26. 29. 5-part Web Seminar Series Thank You! See: www.ExperienceDynamics.com/training for parts 2-5

×