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

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!

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

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…

“ ” 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