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  1. 1. PERSONA LIFECYCLERavishyam<br />
  2. 2. OVERVIEW<br /><ul><li>Archetypical representation of target population
  3. 3. Focus on end user segments
  4. 4. Modeling
  5. 5. Thinking
  6. 6. Validation</li></li></ul><li>WHY MODEL?<br />Determine<br />Communicate<br />Build consensus and commitment<br />Measure<br />Contribute<br />
  7. 7. RESEARCH BASED PERSONAS<br />Surveys<br />Market Research data<br />Market segmentation models<br />Contextual Enquiries/User Interviews<br />SME inputs<br />User Profiles<br />
  8. 8. TYPES OF PERSONA<br />Primary<br />Secondary<br />Supplemental<br />Customer<br />Served<br />Negative<br />
  9. 9. USER GOALS and MOTIVATIONS<br />Visceral-Experience Goals<br />Behavioral-End Goals<br />Reflective-Life Goals<br />
  10. 10. CONSTRUCTING SCENARIOS<br />Identify domain specific scenarios<br />Identify environment specific scenarios<br />Identify culture specific scenarios<br />Identify Legal mandate scenarios<br />Identify key scenarios from user research and observations<br />Define success criteria<br />
  11. 11. CONSTRUCTING PERSONAS<br />Identify behavioral variables.<br />Map interview subjects to behavioral variables.<br />Identify significant behavior patterns.<br />Synthesize characteristics and relevant goals.<br />Check for redundancy and completeness.<br />Expand description of attributes and behaviors.<br />Designate persona types.<br />
  12. 12. VALIDATING PERSONAS<br />Pitch each persona against relevant scenarios<br />Develop wireframes and prototypes covering key scenarios and usage criteria<br />Validate the wireframe and usage criteria against each scenario coupled with persona (how would Mr. Xanders react to this scenario, will he be able to accept this solution? Can there be a better solution?<br />
  14. 14. Do’s and Don’ts <br />DOs<br />Construct Personas from research data<br />Communicate the research data and Personas to all stakeholders, get a buy in<br />Iterate Personas over a period of time on continuous user research<br />Don'ts<br />Avoid secondary personas<br />Avoid Personas for sake of personas<br />
  15. 15. PERSONA LIFECYCLE<br />