This document provides information about developing personas for a driverless bicycle project. It begins with an introduction to personas and their purpose in product design. It then discusses different types of personas like design personas, marketing personas, draft personas, and validated personas. The key benefits of personas in focusing product design and ensuring it meets user needs are explained. The document concludes with instructions for a persona design workshop to develop personas for a driverless bicycle project.

1. Design
Personas
Start With Who
ZOOM Career Days 2016
Sean Yo - Sr. Product Manager

2. Start
With
Who
Who Am I?

3. SeanYo
@seanyo
seanyo.ca sean.ly/personas

4. Getting Started
With Personas
Products, Personas and Being Awesome

5. Reference Material & Sources
– A Closer Look At Personas: What They Are And How They Work (Part 1)
– A Closer Look At Personas: A Guide To Developing The Right Ones (Part 2)
– Provisional personas
– Creating Personas
– The origin of personas
– Marketing Personas vs. Design Personas
– Develop your Customer Personas
– Luxr Core Curriculum

6. WhyMake
SomethingNew?
To make
someone's
life better
To be happy
in your
work
Make the
World More
Awesome
To make
money

7. WhyUsePersonas?
Designing
For A
Person Is
Easy
Designing
For
People Is
Hard

8. What Is A Persona?
– Represents a specific person but is not a real individual
– Developed through observations of many people
– Each persona represents a significant portion of people in the real
world
– Enables focus on a manageable and memorable cast of characters,
instead of focusing on thousands of individuals.
– Personas ensure we are able to address all the different needs and
goals in a simple and shareable way

9. Purpose of Personas
– Focus on being people-centric
– Helps makes products for people and not abstract requirements
– Drive your work in the right direction…toward the customer
– Identify the customer and make them part of the team
– Provide a common vocabulary of needs and goals
– Communicate, inform and persuade clients/managers

10. Benefits of Personas
– Provides a clear and tangible picture of our customer so we’re all
working towards the same target
– Creates a greater opportunity for empathy by helping to imagine
the person who will use the product
– Helps to think through product options and make decisions that
directly serve the customer

11. TypesofPersonas
Marketing
Personas
Draft
Personas
Design Personas
Validated
Personas

12. Design vs Marketing Personas
Design Personas
– Represent the user
– Drives Features
– Best when developed from
research
– Important and Useful
– Different, not Better
Marketing Personas
– Represents the buyer
– Drives Sales Communication
– Best when developed from
research
– Important and Useful
– Different, not Better

13. Design
Personas
Building Products for People

14. Design Personas
– Design Personas aid designers to create different designs for
different kinds of people and to design for a specific somebody,
rather than a generic everybody.
– Design Personas drive customer value based on the goals and
outcomes your customers a looking for in using your product
– Marketing Personas are about appealing to buyers and driving
sales
– Marketing Personas are not bad – in fact, their very useful
– Marking and Design Personas are NOT INTERCHANGEABLE

15. Validated Design Personas
– The majority of the process of creating personas is usually spent
interviewing and observing people.
– Collaborate with another team member so that they capture
anything in the interview or observation session that you might
miss.
– You and your colleague should be physically present with the
research participants, in a location that makes the most sense for
the project.

16. If you want to make something
people want and will use, there is
nothing more valuable than
observing how those people solve
problems today

17. Draft Design Personas
– What if you can’t interview people. Maybe you don’t have access or time
– The next best thing is to interviewing people who have had direct interaction
with users.
– Personas created from secondhand information are called draft or provisional
personas.
– The perspectives will be secondhand, filtered and biased, but they’re better
than nothing and you’ll have somewhere to start your research.

18. How to Make Personas
– Validated Personas
– Interview and/or observe an adequate number of people.
– Find patterns in the interviewees’ responses and actions, and use those to group
similar people together.
– Create archetypical models of those groups, based on the patterns found.
– Drawing from that understanding of users and the model of that understanding,
create user-centered designs.
– Share those models with other team members and stakeholders.
– A Closer Look At Personas: A Guide To Developing The Right Ones (Part 2)

19. How to Use Personas
– Build empathy
– Develop focus
– Communicate and form consensus
– Make and defend decisions
– Measure effectiveness

20. What Happens Without Personas
– You get lost in data because everyone is different
– You end up trying to invite Design to EVERY meeting
– You end up designing for yourself
– You build a product that no one wants or need

21. Persona
Design
Workshop Time!

22. The Idea
The first thing we need is a
product idea. For today,
we’re going to use the
Driverless Bike.

23. The Pitch
Cars are expensive and wasteful and lets face it, humans
aren’t that great at driving. In 2010 there were 1 250 000
road traffic deaths. You know what the 5 factors that
caused those deaths? Speed, Impaired Drivers, Helmets,
Seat Belts and Child Restraints. And that’s just for deaths –
not including non-fatal accidents!
With the electric No-Driver Bike, we eliminated all of these
factors, reduce the number of cars on the road, have a
smaller manufacturing footprint and move closer to a
carbon-free world.
Perfect for deliveries from Pizza to Amazon – the No-Driver
Bike brings down the cost of delivery and makes the world a
better place.
Here is a simple pitch to frame our
work on developing personas for
this project.

24. The Worksheet
We’ll all be using this format of
worksheet to develop personas.
The first thing we’re going to do is
make ourselves as a persona.
Then we’ll work on making a draft
persona about someone else
We won’t work on validate personas
today

25. Fancy Pants
There are lots of tools out there to
help you build personas. I don’t they
are helpful. I think they put drag on
your process and holes in your
wallet.
Your Mileage May Vary.
Do what works for you!

26. The Process
Use Basic Supplies – sharpies/pens, stickies and
plain paper
Dump & Sort
Go Wide, Then Decide
Work At The Wall
Generate Independently – Discuss As Team
Sketch! Being visual helps creativity and expression
Time box – stay focused and turn off the censor
Quick Decision making – Dot Vote/Stack Rank
We’ll use a few key ideas to make
this a fast and efficient process that
is easy to repeat.
Key outcomes are to generate lots of
ideas and quickly filter and focus on
the important/valuable ideas.

27. Persona Demos
Show & Tell For Grown Ups

28. Driverless Bicycle for Disabled Persons Developed
by IIT Kharagpur Students