Intro to personas, part 1 of 5 in the Demystifying Personas seminar series by Experience Dynamics

1. Personas Demystified PART 1: INTRO TO PERSONAS with Frank Spillers, MS Experience Dynamics 5-part Web Seminar Series

3. 1. History of Personas

4. Shifting to Human Centered

8. Personas Describe Behavior Market Research Behavioral Research

9. 2. What are Personas?

14. Scenario, then use case

16. 3. How are they used?

18. Personas to Segment

19. Personas for Advertising

20. Personas for Marketing

21. Personas for Engagement

22. Personas for Future Pacing http://www.vodafone.com/flash/futures

24. 4. Should you be using personas?

25. “ Create a shared understanding of customers and their goals by embracing personas…. Personas get you cross-company buy-in on who the most important customer segments are and what they want and need , which in turn provides an instant litmus test for whether you're making good design decisions or bad ones”. Forrester’s Harley Manning Personal Interview for NewsFactor.com article, Nov 04 This is the thing to do if you do nothing else.

26. Why Qualitative research? “ Qualitative research, unlike it’s quantitative counterparts challenges internally held assumptions, knowings and thinkings. It delves deeper into the problem-solving, decision making and sense-making structures that cause people to do what they do. Qualitative insights help justify priorities and needs, thus aligning requirements to real world scenarios”. -Frank Spillers, MS

28. Reading

29. 5-part Web Seminar Series Thank You! See: www.ExperienceDynamics.com/training for parts 2-5