IT Network BACon agile spring. Юрий Гайдучок - Welcome to the world of personas

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This document introduces personas and provides best practices for their use. It defines personas as archetypes representing real users and their needs. Effective personas are based on real research like surveys and interviews rather than assumptions. User, buyer, and other personas are described along with guidelines for their content and usage. Key recommendations include personas being a never-ending process, focusing on behavior patterns over duties, and managing the number of personas. The document emphasizes the importance of talking to real users to develop accurate personas.

Data & Analytics

Welcome to the World of Personas
Yuriy Gaiduchok
Apr 2018

14 years in IT: 12 in
Product Management
and Business Analysis
Hello!
Head of Business
Analysis @ Ciklum
I’m Yuriy

10
User Personas
Buyer Personas
Other Personas
Best Practice

User Persona Origins
Alan Cooper
Kathy 1983
Chuck, Cynthia, and Rob 1995
“The Inmates Are Running the Asylum” 1998
Enterprise focus
2018 vs 1998
11

Personas Data Sources
1. Research (Surveys, Reports)
2. Interviews
3. Observation (passive, active)
• Proxy vs None vs Your Assumptions
• Data vs Assumptions
• 3 focal profiles (less is more)
12
Fill personas
only with real data!

19
User Personas
Buyer Personas
Other Personas
Best Practice

Buyer Personas
Functional type may be covered by User Personas.
All 3 types may be 1 person in real life.
Speak (market) to buyers, build for users!
Buyers are not existing customers, do not use your current client base.
20
Economic (Sponsor)
Technical (Compliance)
Functional (typically End User)

22
User Personas
Buyer Personas
Other Personas
Best Practice

23
Stakeholder Personas
Enterprise Business Analysis
Sales Personas
Partners and Channels
Marketing Personas
Demographics

Personas Usage
User Personas
• User Stories and Use Cases
• Development Communication
• Interaction Design
Buyer Personas
• Product Roadmap and Launch
• Buying Process Communication
• Competitive Positioning
24
All Personas
• Thinking Process
• Tradeoffs
• Gap Analysis

25
User Personas
Buyer Personas
Other Personas
Best Practice

Best Practice
1. A never-ending process
2. Three goals
3. Behavior patterns focus vs duties
4. Manageable amount and Focal, Affected, Excluded
5. Same persona vs Different domains
26

Yuriy Gaiduchok
https://linkedin.com/in/uasdlc
Think
Personas!

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