Personas
Design
MONDAY
Why personas?
«  the persona method is a defence against
automated thinking. »
!
Lene Nielsen
http://www.interaction-design.org/encyclop...
«  A tool for empathy »
!
A random empathic designer
«  ROI 4 times higher »
!
Forrester Research
Persona
Meaning Mask in Latin
Persona
(one of) Alan Cooper definition(s) :
« Personas are composite archetypes
based on behavioral data gathered from
the...
Archetype
≠
Stereotype
Behavioral data
Listen
mostly to
albums
Listen
mostly to
playlists
Email to
friends
Share
publicly
Listen with
friends
Lis...
« Composite characters »
Averaging
Compositing
Goal-oriented
personas
Collect music,
consider
music as art
Have fun,
party.
Listen for the
mood, the
effect.
Share music ...
Goal-oriented
personas
Collect music,
consider
music as art
Have fun,
party.
Listen for the
mood, the
effect.
Share music ...
Goal-oriented
personas
Collect music, consider music as art
Have fun, party.
Listen for the mood, the effect.Share music t...
« a useful abstraction. »
The purpose is to move from
designers seeing the user as a
stereotype with whom they are
unable to identify and whose
life...
■ What do I need to know about the context of my characters?
■ Do I understand their culture?
■ Do I understand the rhythm...
Personas as Characters
“Finding the backstory is a process of discovery. The writer needs
to work back and forth constantl...
« The problem is the tendency to
regard personas as untouchable
because of all of the work that went
into creating them. »...
Proto-personas
Jeff Gothelf, in Lean UX
Assumptions
(Proto)
personas
BUILD LEARN
Short iterations
A Compromise?
Research personas BUILD LEARN
Short iterations
Not considering the interviews a finished step,
go back to the...
Thanks !
Nicholas Mandelbaum
!
Designer at Imaginary Cloud
!
nmandelbaum@imaginarycloud.com
@nikoluzzi
Thanks to our sponsors
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Personas, Design Monday Presentation

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Personas is a technique that has been existing since the late 90's, way before the term UX was coined. It's a great tool for all designers, and I believe it can be used in all fields of design. For me it's a way to be sure that we always design for the users, and the right ones. It's also a very good medium for communicating ideas, and prioritize them. Of course it's only a step in any good process, but it's too often ignored. Did you know that Forrester Research discovered that a good persona process could lead to a ROI 4 times higher than a design without personas?
During this meetup, we will present you techniques and methodologies about how to create good and useful personas, and most important, how to make them useful in your design process. Don't miss this great opportunity to discuss with fellow designers and open your mind to new design techniques!

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Personas, Design Monday Presentation

  1. 1. Personas Design MONDAY
  2. 2. Why personas?
  3. 3. «  the persona method is a defence against automated thinking. » ! Lene Nielsen http://www.interaction-design.org/encyclopedia/personas.html
  4. 4. «  A tool for empathy » ! A random empathic designer
  5. 5. «  ROI 4 times higher » ! Forrester Research
  6. 6. Persona Meaning Mask in Latin
  7. 7. Persona (one of) Alan Cooper definition(s) : « Personas are composite archetypes based on behavioral data gathered from the many actual users encountered in ethnographic interviews. »
  8. 8. Archetype ≠ Stereotype
  9. 9. Behavioral data Listen mostly to albums Listen mostly to playlists Email to friends Share publicly Listen with friends Listen alone
  10. 10. « Composite characters » Averaging Compositing
  11. 11. Goal-oriented personas Collect music, consider music as art Have fun, party. Listen for the mood, the effect. Share music to keep in contact, send as a present. Reputation, public profile. Have a good companion.
  12. 12. Goal-oriented personas Collect music, consider music as art Have fun, party. Listen for the mood, the effect. Share music to keep in contact, send as a present. Reputation, public profile. Have a good companion.
  13. 13. Goal-oriented personas Collect music, consider music as art Have fun, party. Listen for the mood, the effect.Share music to keep in contact, send as a present. Reputation, public profile. Have a good companion. Jack Serious listener Michele Social listener Primary persona Secondary persona
  14. 14. « a useful abstraction. »
  15. 15. The purpose is to move from designers seeing the user as a stereotype with whom they are unable to identify and whose life they cannot envision, to designers actively involving themselves in the lives of the personas. ! ! Nielsen, Lene (2013) The engaging perspective
  16. 16. ■ What do I need to know about the context of my characters? ■ Do I understand their culture? ■ Do I understand the rhythms, the beliefs, the attitudes that are part of that culture? ■ Have I met, talked to, and spent time with people in that culture? ■ Do I understand ways that they are similar to, and different from the way I am? ! Linda Seger in “Creating Unforgettable Characters.” ! Personas as Characters If we want to engage with personas, they need to be credible
  17. 17. Personas as Characters “Finding the backstory is a process of discovery. The writer needs to work back and forth constantly—asking questions about the past to further understand the present. This process continues throughout the writing of the story. Backstory continually enriches, expands, and deepens the character. It is often the key to creating a credible character.” ! Linda Seger in “Creating Unforgettable Characters.”
  18. 18. « The problem is the tendency to regard personas as untouchable because of all of the work that went into creating them. » Proto-personas Jeff Gothelf, in Lean UX
  19. 19. Proto-personas Jeff Gothelf, in Lean UX Assumptions (Proto) personas BUILD LEARN Short iterations
  20. 20. A Compromise? Research personas BUILD LEARN Short iterations Not considering the interviews a finished step, go back to the users, refine the personas based on the real product test
  21. 21. Thanks ! Nicholas Mandelbaum ! Designer at Imaginary Cloud ! nmandelbaum@imaginarycloud.com @nikoluzzi
  22. 22. Thanks to our sponsors

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