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on persona
and their design.
david walczyk
design | psychoanalysis
Jung on persona...
ter·gi·ver·sate /tərˈjivərˌsāt/
“to change repeatedly one's
attitude or opinions with
respect to a cause, subject,
etc.; e...
Probe!
Creation...
Probe!
When you’RE talkING about
SOMEONE’S persona...
you’re also talking about
your own projection.
Persona is about participation...
or @ least the
perception of it.
Persona
connects you to something bigger,
even if you become smaller.
Personas
translate experience into new forms.
They mediate.
Personas are a
ground
relationship.
who are the people in your neighborhood?
All personas are metaphors.
Social
Media
shapes persona.
literally!
In it’s simplest form, persona is always...
futurepast
collective
individual
orienting
(space)
and
happening
(time).
Creation...
Ask	 yourself...
Who are my customers?
There are three categories...
primary, secondary, and tertiary.
Give them names...
Then	 ask	 yourself...
What are the similarities and differences
between each category?
AND...
What are the needs of each ...
Finally...
FORMALIZE
and
SITUATE EACH CATEGORY OF PERSONA
in relation to your service.
Personas...
are then used to help guide
(but not determine)
the design of your service.
Remember...
Organizational goals tend to trump user
needs.
Don’t get carried away...
Just because someone says they want s...
Thanks!
David Walczyk
david@davidwalczyk.com
davidwalczyk.com
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on Persona

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what a persona is psychologically and how to design them for service and product design.

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on Persona

  1. 1. on persona and their design. david walczyk design | psychoanalysis
  2. 2. Jung on persona...
  3. 3. ter·gi·ver·sate /tərˈjivərˌsāt/ “to change repeatedly one's attitude or opinions with respect to a cause, subject, etc.; equivocate.” 2011 word of the year...
  4. 4. Probe! Creation...
  5. 5. Probe!
  6. 6. When you’RE talkING about SOMEONE’S persona... you’re also talking about your own projection.
  7. 7. Persona is about participation... or @ least the perception of it.
  8. 8. Persona connects you to something bigger, even if you become smaller.
  9. 9. Personas translate experience into new forms. They mediate.
  10. 10. Personas are a ground relationship. who are the people in your neighborhood?
  11. 11. All personas are metaphors.
  12. 12. Social Media shapes persona. literally!
  13. 13. In it’s simplest form, persona is always... futurepast collective individual orienting (space) and happening (time).
  14. 14. Creation...
  15. 15. Ask yourself... Who are my customers? There are three categories... primary, secondary, and tertiary. Give them names...
  16. 16. Then ask yourself... What are the similarities and differences between each category? AND... What are the needs of each category?
  17. 17. Finally... FORMALIZE and SITUATE EACH CATEGORY OF PERSONA in relation to your service.
  18. 18. Personas... are then used to help guide (but not determine) the design of your service.
  19. 19. Remember... Organizational goals tend to trump user needs. Don’t get carried away... Just because someone says they want something doesn’t mean you have to give it to them...
  20. 20. Thanks! David Walczyk david@davidwalczyk.com davidwalczyk.com

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