Personas and the design process

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How can Personas help us designing user oriented interfaces.

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Personas and the design process

  1. 1. Personas and the design process How to gain actionable insight from your customers
  2. 2. What is a Persona? <ul><li>A model of key user attributes, goals, influencers and behaviors distilled from observing real people </li></ul><ul><li>Presented as a vivid, narrative description of a single “person” who represents a customer segment </li></ul><ul><li>Used to guide the design of products, channels and messaging </li></ul>
  3. 3. Personas is a data driven technique
  4. 4. Personas is a data driven technique
  5. 5. Personas is a data driven technique
  6. 6. Why create and use personas? 1 4 5 Simplify design decisions Correct misconceptions about users Improve sales and marketing efforts 2 Prioritize requirements towards most valuable clients 3 Support unmet customer needs Personas is not segmentation 6 Align stakeholders behind a shared understanding of the customer
  7. 7. Gaining experience-based differentiation
  8. 8. Include scenarios of use
  9. 9. Example: lens manufacturer home
  10. 10. Home after Personas project
  11. 11. What did Personas change for this Company? 1 4 5 Prioritize design decisions Firm discovered their most valuable clients (active lifestyle) In depth knowledge about active lifestyle clients 2 User need oriented communication vs Catalog 3 User need oriented communication vs MK offers Important to confirm with metrics 6 Experience-Based Differentiation (EBD) as a competitive advantage

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