Design with Personas: A Lean Approach

Erin 'Folletto' Casali
Erin 'Folletto' CasaliVP/Sr Director, Product & Design at Xero
DESIGN 
WITH 
PERSONAS 
A LEAN 
APPROACH 
Davide ‘Folletto’ Casali
NIGHT.EU 
UX Redirector Advisor
@Folletto
THE PRODUCT/USER 
DISCONNECTION
The product shadow 
DISCONNECTION 1
A business at its core is a 
person helping another person.
To make that help scale 
we added layers: software.
That same software casts 
a shadow hiding the users.
Slowly, naturally, we consider 
the software as the end goal.
Design 
for Functions 
Design 
for Humans
The elastic user 
DISCONNECTION 2
user
user user
user user 
user
Implicit 
users 
Explicit 
users
“ 
”Alan Cooper 
The best way to successfully accommodate 
a variety of users is to design for specific 
types of individuals with specific needs.
1 
How 
do we keep 
the user in focus? 
2 
How 
do we keep 
the team aligned?
THE PERSONAS 
PERSPECTIVE
“ 
” 
If I’d asked people what they wanted, 
they’d have asked for a faster horse. 
Attributed to 
Henry Ford
ALSO REFERRED AS: 
The “I have no clue” quote
why?
faster horse 
? 
why 
+ 
INTERNET 
DELIVERIES 
AIRPLANES 
NEWSPAPERS 
LUNA PARKS 
= 
ETC…
Personas
“ 
”Alan Cooper 
Personas provide us with a precise way of 
thinking and communicating about how 
users behave, how they think, what they 
wish to accomplish, and why.
Market 
Segment Personas
Behaviour Goal Why
THE EXTENDED JOURNEY 
THE CONTEXT BEYOND YOUR SERVICE 
Your Service 
Journey
Design with Personas: A Lean Approach
Personas are 
not a deliverable 
(but one of the steps is a deliverable)
Consider personas 
as data synthesis 
(but yeah, personas are models)
Research 
Keep 
Researching 
Personas Use
DATA 
COLLECTION 
DATA 
CLUSTERING 
PERSONAS 
SHAPING 
PERSONAS 
WEIGHTS
But… they aren’t real!
Design with Personas: A Lean Approach
PERSONAS 
DAY TO DAY
USE PERSONAS TO 
Design
USE PERSONAS TO 
Reference Data
USE PERSONAS TO 
Prioritize & Plan
USE PERSONAS TO 
Do Ticket Triage
THE WORDPRESS.COM 
CASE STUDY
R1 SPRINT 
4 weeks activity 
Plan 
Interviews 
Surveys 
Data Review 
Synthesis 
Personas
TOOLS USED 
Polldaddy 
Google Docs 
+ your internal collaboration tools
interviews 
survey 
new data 
data since 2011
Design with Personas: A Lean Approach
Design with Personas: A Lean Approach
Design with Personas: A Lean Approach
Design with Personas: A Lean Approach
Custom Shortcode Plugin 
[persona Santiago]
MAKE YOUR OWN 
PERSONAS SITE
POSTS CATEGORIES 
Atomized 
data points 
Matching 
the personas 
PAGES 
One for 
each persona
POSTS 
Atomized 
data points
CATEGORIES 
Matching 
the personas 
= 
Deborah Deborah 
PERSONA CATEGORY
PAGES 
One for 
each persona 
Photo 
Name 
Weight % 
Introduction paragraph 
Goals 
Pain points 
Quote 
Atomized Data
Display Posts Shortcode Plugin 
[display-posts category="deborah" posts_per_page="-1"] 
wordpress.org/plugins/display-posts-shortcode/
Atom of Data 
Atom of Data 
Atom of Data 
Atom of Data 
Atom of Data 
Home 
Persona 1 Persona 2 Persona 3
With every new research you 
atomize and link to persona.
Search…
Design with Personas: A Lean Approach
Design with Personas: A Lean Approach
“ 
” Bruno Munari 
To complicate is easy, to simplify is hard. 
To complicate, just add, 
everyone is able to complicate. 
Few are able to simplify.
Thanks. 
@Folletto
1 of 61

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Design with Personas: A Lean Approach