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Adrian Howard (@adrianh) 
Incremental Persona 
Lean UX Festival, Gent, September 2014
http://commons.wikimedia.org/wiki/File:StateLibQld_1_114936_Customers_buying_up_tea_before_the_price_rise,_Brisbane,_1954.jpg
+ 
http://commons.wikimedia.org/wiki/File:Mr._Maji,_a_long-haired_orange_cat_with_white_muzzle.jpg
https://www.flickr.com/photos/2top/8507775261/
http://commons.wikimedia.org/wiki/File:Hello_Kitty-Bremen.jpg
https://www.flickr.com/photos/hansthijs/3586762234/
http://memegenerator.net/instance/54376410
Persona
http://commons.wikimedia.org/wiki/File:Customers_in_the_Book_Department_at_Selfridge's_department_store_in_London_during_1942._D6590.jpg
Analysis 
& Synthesis 
http://commons.wikimedia.org/wiki/File:The_Thinker_Musee_Rodin.jpg
http://www.slideshare.net/toddwarfel/data-driven-personas
“Personas are to Persona Descriptions as Vacations are 
to Souvenir Picture Albums” 
– Jared Spool
https://www.flickr.com/photos/hansthijs/3586762234/
http://commons.wikimedia.org/wiki/File:So_happy_smiling_cat.jpg
https://www.flickr.com/photos/mattandjanet/103437949/
http://christmasstockimages.com/free/ideas_concepts/slides/christmas_ideas.htm
http://commons.wikimedia.org/wiki/File:Rows_of_Bookshelves.jpg
https://www.flickr.com/photos/library_of_congress/2163462230/ 
Sam Bossman, 
VP of Sales
Pat Minion, 
Sam’s PA 
https://www.flickr.com/photos/powerhouse_museum/3876631361/
Problems… 
• Large up-front investment of time, money & people 
• Need a fairly good grasp of our target market 
• Tends to result in set-and-forget persona.
Incremental Persona
1. Define
http://www.slideshare.net/clevergirl/luxr-oneday-workshop/73
Apply the truthiness scale
MSU True
MSU True
http://commons.wikimedia.org/wiki/File:Cat_skeleton_-Booth_Museum,_Brighton_and_Hove,_East_Sussex,_England-20Oct2011.jpg
2. Refine
https://twitter.com/guspower/status/448487628107575296/photo/1
3. Realign
http://commons.wikimedia.org/wiki/File:International_tidyman.svg
http://pixabay.com/en/viewpoint-gazebo-lookout-point-99199/
http://pixabay.com/en/sign-signs-traffic-road-street-39400/
http://pixabay.com/en/traffic-sign-road-sign-shield-6664/
The Good, the Bad & the Ugly
Lets you get people starting 
quickly & cheaply
Whole team approach 
eases adoption
Integrates research & researchers
Continuous learning
No set & forget persona
Embraces change
Organisations still need to buy in
Folk forget refine & realign
http://memegenerator.net/instance/54379154
MSU True
http://pixabay.com/en/traffic-sign-road-sign-shield-6664/
DO LESS 
MORE OFTEN 
to do 
MORE 
Adrian Howard (@adrianh) 
quietstars.com

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