This document discusses personas and how they can be used to understand users. It provides information on what personas are, how they are created from assumptions, data and interviews, and how they benefit product design, feature prioritization, HR recruiting, and targeted communications. Templates are also provided to model personas with details like name, narrative, knowledge, activities, priorities, goals, motivators, and frustrations.

1. Know Thy User
Summer 2012
Who are you?
1

2. What You Need to Know
Knowledge
Goals
Motivations
Frustrations
&
Pain Points
Primary
Activities 2

3. Personas
 Archetypes reflect the behavior and
activity profile for a specific
application
3

4. How do we model personas?
 Assumptions
 Data
 Interviews

5. Who Benefits from Personas
 Product Design  Create Empathy
 Feature  Foster
Prioritization Understanding
 HR Recruiting  Create targeted
 Reveal organization communications
politics and programs
5

6. Personas Provide Insight
6

7. Template
“Representative quote or
Name
Title
Narrative to flesh out
persona and make tagline.”
them more realistic
and provide context. Knowledge
Activities
Priorities
Age:
Role:
Goals Motivators Frustrations & Pain Points

8. Template
Name More narrative to provide
supplementary background material.
Technical Apps Primary Uses
Title
Productivity Apps Primary Uses
On my Mind Job Challenges
Scenario 1: How he/she interacts with product Scenario 2: Provide context to interactions