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Persona storytelling
The document discusses the use of personas in user experience design. It notes that while personas are commonly created, they are often not leveraged beyond the initial project. The presentation advocates for using storytelling to bring personas to life and make them more relevant. It provides examples of how to develop personas through attributes, goals, scenarios, and journeys. Storytelling techniques like scenarios and user pathways are presented as ways to tell the persona's story and ensure they remain central to design decisions.
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Persona storytelling
- 1. Persona Storytelling Nova UX- 2014 Dara Pressley @uxdiva
- 2. Many companies gothrough the trouble of creating personas, only to file them away in a drawer and gather dust after the initial project is complete. In fact, many designers debate the usefulness of personas in the first place. What is a character persona without its story? Storytelling makes a persona relevant…. Dara Pressley - @uxdiva
- 3. What is apersona? Dara Pressley - @uxdiva
- 4. Alan Cooper In1995, noted pioneer software developer, developed the concept, which he named personas. The technique was popularized for the online business and technology community in his 1999 book. Dara Pressley - @uxdiva
- 5. ! Personas are multidimensionalrepresentations of real users. The Experience Community remains divided on whether they are based on empirical data or the imaginations of the author. Cooper often writes that the persona should at least be inspired by a real person. Dara Pressley - @uxdiva
- 6. Guiding Principles ! • To focuson the needs of a single or handful of target users • To keep those needs central to the strategy for the design and development of the project Dara Pressley - @uxdiva
- 7. Why not justdesign for everyone The most successful products of the 20th and 21st century were those that we developed with a single target audience. • 3m Post-It Note • Rolling Luggage • Facebook 80% of people hated the 1999 Dodge Ram. But the 20% who loved it made it into a best seller. Dara Pressley - @uxdiva
- 8. It may seemcounterintuitive, but designing for a single user is the most effective way to satisfy a broad population. - Cooper Dara Pressley - @uxdiva
- 9. Personas & ProtoPersonas Dara Pressley - @uxdiva
- 10. Persona Proto-Persona Celine Mother Problem: Kids withfood allergies Need: Tips and tools to help care for them. Desire: Easy and Quick Dara Pressley - @uxdiva
- 11. Celine Wife & Mother Lawyer Attributes Low Med Hi CookingSkills Amount of time for cooking Amount of time for shopping Social Connections “The only thing we are not allergic to is air!” Celine’s Story Celine is a very busy corporate lawyer. She is also a wife and mother of 2 young children - a son 5 and daughter 3. She struggles to find a balance between her home and work life. ! Celine has recently discovered that her family suffers from various food allergies. Some of which are life threaten. No one has exactly the same line up of allergies and she is not sure how to feed everyone. To make matters worse, her children are picky eaters. Devices & Networks • • • • • • Macbook Pro iPad Air iPhone 5c Kindle White Twitter Google + Frustrations • • • • • • • Becoming a short order cook Not having proper ingredients on hand Children don’t like the “new” food Sending food to parties Not sure what to shop for Eating out School Lunch Goals Social Celine would like to be able to find her family health meals that fit their dietary needs. She also wants the creation process to be quick to fit with her busy schedule. Celine is well connected social and will use her network for tips and advice. She would be very likely to share anything she learned with network. Scenario Celine goes grocery shopping >> at the store she searches for food to make for the next few days >> her children keep adding food to her cart >> her bill is a lot more than expected >> dinner that night is a mix of several different meals for the different allergies. Dara Pressley - @uxdiva
- 12. Celine Mother Problem: Kids withfood allergies Need: Tips and tools to help care for them. Desire: Easy and Quick Chris Erin Hobby Chef Amy First year College Runs a daycare Problem: Wants feed back on Problem: Cafeteria Problem: Kids with food allergies Need: A place to share Need: How to eat away at school Need: Providing lunch and snacks Desire: Social feedback Desire: Affordable, no cooking Desire: Parental approval her creations Dara Pressley - @uxdiva
- 13. Telling the story DaraPressley - @uxdiva
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- 20. Scenarios | StoryBoards http://archive.aneventapart.com/2012/seattle/slides/03_KimGoodwin.pdf Dara Pressley - @uxdiva
- 21. Celine goes shopping DaraPressley - @uxdiva
- 22. Celine goes shopping Emailmeal plan & Shopping list Dara Pressley - @uxdiva
- 23. Celine goes shopping Emailmeal plan & Shopping list Tips about where to find hypo-allergic foods Dara Pressley - @uxdiva
- 24. Celine goes shopping Emailmeal plan & Shopping list Tips about where to find hypo-allergic foods Teach children to read labels Dara Pressley - @uxdiva
- 25. Celine goes shopping Tipsabout where to find hypo-allergic foods Email meal plan & Shopping list Teach children to read labels Time savers and helpful products Dara Pressley - @uxdiva
- 26. Celine goes shopping Tipsabout where to find hypo-allergic foods Email meal plan & Shopping list Teach children to read labels Time savers and helpful products Single meals that work for everyone Dara Pressley - @uxdiva
- 27. Celine goes shopping Tipsabout where to find hypo-allergic foods Email meal plan & Shopping list Teach children to read labels Time savers and helpful products Single meals that work for everyone Replacing ingredients to make the foods they’re used to Dara Pressley - @uxdiva
- 28. Each persona shouldhave at least one scenario planned out for them. http://trello.com Dara Pressley - @uxdiva
- 29. User Pathways Dara Pressley- @uxdiva
- 30. Annotations Celine plans hermenu 1) Home Celine opens the home page (mother persona) ! Celine is putting together her meal plan for the week in preparation for going to the grocery store. Celine expects to see her menu plan OR login functionality ! 2) Login Celine logs in to the website. Her page is refreshed to her personal plan page. ! ! Login functionality needs to exist Home Personal Plan Login 3) Personal Plan page Celine reviews the menu plan created for her. She knows that some of the meals would not work for her family, and wants to change them. Shopping List ! ! Ability to personalize menu. 1 2 3 4) Search Celine searches for menu options. After finding one that looks interesting she clicks on it to view more 6 ! 5) Recipe page The recipe looks perfect. Celine saves the recipe to her personal recipe book and adds to menu plan. Shopping List Search & Results Recipe Page ! ! Ability to save and add to plan. 6) Shopping List Celine Exports her meal plan to the shopping list. She doesn’t need everything and wants to adjust the list ! ! Ability to tweak list 4 5 7 7) Shopping list - mobile At the store, Celine reviews her list as she shops. Dara Pressley - @uxdiva
- 31. Prioritize Content Celine wantsto... Plan meals and get shopping list Smartphone Reader Laptop/Desktop Social XX XXX Tablet XXX XX XXX XXX XXX XX Read articles for helpful tips and tricks XX Find Recipes XX XX XXX Product Review XX X XXX X X XXX X XX Cooking tools Food storage (lunch) Find information about safe foods while eating out. XX XX X Communicate with other like her XXX XXX X X X! XXX User generated recipes XXX XXX XX X Bulk Food Purchases for hypoallergenic products X - Celine! X - Amy ! X - Chris! X - Erin X Dara Pressley - @uxdiva
- 32. Personalization ! • • Cookied and Authentication canserve as ways for the system to identify the user Content Management Systems are getting smart enough to predict user types by following user behavior. “This user looks like Celine, and Celine likes…” Unique content, functionality, and user flows based on personas can be used to target user groups with a personalized experience. Dara Pressley - @uxdiva
- 33. Planning, Personas &Storytelling Personas should be leveraged for the planning of each new feature or benefit. ! Simultaneously, removal of features to be weighed against the impact of those personas Dara Pressley - @uxdiva
- 34. Dara Pressley Wife &Mother “I love, love, love talking about personas!” Experience Architect Devices & Networks • • • • • Story My mother wanted me to follow after her and become a computer programmer. But a natural artist, I wanted to spend my time in writer’s workshop, theater, and the dance studio. So I spent my life going back and forth between her world and mine. Dancing from the time I was 2. Building my first computer game on an Atari when I was 7. Having one of the first personal computers in our neighborhood — took up most of the kitchen table. Enrolling in a performance arts school in 7th grade. Got a Mac in 1984 and never looked back. Learned desktop layout to create a newspaper. Majored in English and then Writing. Teaching classes both on fiction writing and computing. On and on until finally my two worlds collided in the field of web design. iMac iPad Mini iPhone 4s Kindle Fire Twitter Hobbies • • • • Sims 3 - Oh Yeah! Reading Fiction writing (sometimes) What ever my kids or husband want to do (mostly) Previous Life • • • Poet | Fiction Writer | Tech Writer Writing Instructor Computer Instructor Goals To one day finish my novel! Fun Fact My grandfather was an official griot - a Trinidadian storyteller. Dara Pressley - @uxdiva
- 35. Thank You Questions &Answers Dara Pressley @uxdiva