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John Peltier          @johnpeltierProductCamp Nashville     November 12, 2011
http://geoffreyholsclaw.net/blog/2010/10/12/is-the-un-conference-the-next-big-conference/
Preamble About Me:    Product Manager – The Network, Inc. in Atlanta    Organizer – ProductCamp Atlanta    Former Mark...
A persona is a Composite.
What is a Persona? Representation of a composite of an interested party May represent the buyer, or the user
What is a Persona? (part 2) Derived from customer observations and interviews   Keep going until you find patterns! Oft...
What are they useful for? Interaction design – Workflows, screen layouts Graphic design – Colors, iconography Backlog m...
User Personas Represent a slice of the user population that has common characteristics and share common problems != Peop...
Persona Example (subset)                                           Betty Mobb | Dental Assistant                          ...
Kodak Acquisition Module
Buyer Personas Convey buyer goals, beliefs, needs, attitudes of a slice  of the buyer population   Can be messaged in th...
Example – “The Recommender”       Sandra Richards has 20 years of experience as a human resources        executive with a...
How to Create Personas Data   Demographic studies   Win/loss Direct research   SME input   What do your users/buyers...
Example Tool: UsersBox
Lifespan Bring them to life?    Posters on the wall    Have them email your team    Videos When do you need to update...
User Insight Video
Discussion Thoughts? Experiences? Skepticism?
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Personas in Design and Strategy

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A presentation from ProductCamp Altanta 5 on Sept 10, 2011 by John Peltier and Kevin O'Malley

Updated with additional content in November 2011 for ProductCamp Nashville

Published in: Business, Design

Personas in Design and Strategy

  1. 1. John Peltier @johnpeltierProductCamp Nashville November 12, 2011
  2. 2. http://geoffreyholsclaw.net/blog/2010/10/12/is-the-un-conference-the-next-big-conference/
  3. 3. Preamble About Me:  Product Manager – The Network, Inc. in Atlanta  Organizer – ProductCamp Atlanta  Former Marketing Lead – ProductCamp Austin Acknowledgment:  Some content by Kevin O’Malley, Chief Product Officer at Preparis, Inc. (@kjomalley)
  4. 4. A persona is a Composite.
  5. 5. What is a Persona? Representation of a composite of an interested party May represent the buyer, or the user
  6. 6. What is a Persona? (part 2) Derived from customer observations and interviews  Keep going until you find patterns! Often presented in narrative form  Has real-life details including a name and photo  Includes intangibles like behaviors, motivators
  7. 7. What are they useful for? Interaction design – Workflows, screen layouts Graphic design – Colors, iconography Backlog management – Feature prioritization Portfolio management – Product evaluation
  8. 8. User Personas Represent a slice of the user population that has common characteristics and share common problems != People paying for the product! Changes design questions from “Can the user enter the invoice?” to “Can Bob enter the invoice?”
  9. 9. Persona Example (subset) Betty Mobb | Dental Assistant Age 32 Betty attends to 25-30 patients per day and struggles to leave in 8 hours. She works 4 days per week and her husband isChallenges: employed full time. Rapid patient volume Betty completed her Associate’s Degree Maintain sterile environment and is studying to become a Dental Hygienist. Betty is technologically savvy and is irritated with procedures that take more steps than necessary. Image via Army Medicine, Creative Commons License
  10. 10. Kodak Acquisition Module
  11. 11. Buyer Personas Convey buyer goals, beliefs, needs, attitudes of a slice of the buyer population  Can be messaged in the same way Can’t be made up;  High value in unexpected motivators  Example; “I want a personal life” as a root cause. Aligning your messaging, programs, literature, demos/presentations, and sales efforts
  12. 12. Example – “The Recommender”  Sandra Richards has 20 years of experience as a human resources executive with a distinguished track record. A consummate multi-tasker, she was assigned to spearhead her company’s project in addition to her regular human resources responsibilities.  Sandra is responsible for ensuring the successful implementation of the program across the offices in her company’s network. She has had no previous experience in this area prior to her appointment and has educated herself by networking with her peers, attending industry events and through content published by vendors.  Sandra is not especially active on social media or the Internet. She watches the local television newscast and subscribes to email alerts from regulatory bodies that are relevant to her industry. Sandra has a Linkedin profile and is a member of several human resources groups.
  13. 13. How to Create Personas Data  Demographic studies  Win/loss Direct research  SME input  What do your users/buyers read? Attend?  Contextual Observation  Bring camera, notebook, audio recorder!  Interviews
  14. 14. Example Tool: UsersBox
  15. 15. Lifespan Bring them to life?  Posters on the wall  Have them email your team  Videos When do you need to update?  When something changes in that target market.
  16. 16. User Insight Video
  17. 17. Discussion Thoughts? Experiences? Skepticism?

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