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Assumptive Personas: Start With What You Know

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You strive to be ‘user centric’, but when you haven’t done the background research, who exactly is the user you are talking about? You’ve likely found that many conversations still revolve around, “I think we should” rather than about what your target users would need. Personas solve this problem by creating a realistic profile that represents a segment. Even if you don’t have a lot of time to do up-front primary research to inform your personas, you can create assumptive personas based on the knowledge within your team. This will help to focus conversations and decisions and give you a clear direction for where to focus your research efforts.In this class, I’ll outline what personas are, why they are useful, and how to create them. You will have the opportunity to practice creating your own assumptive personas based on the knowledge of your ‘team’, identify the key assumptions that are critical to your team’s success, and craft a research plan to validate those assumptions.

Published in: Design, Technology, Business
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Assumptive Personas: Start With What You Know

  1. 1. Assumptive Personas: Start with what You Know Jeremy Kriegel UX Director, Gemvara
  2. 2. Introductions • • • • Name Role Something interesting Expectations
  3. 3. Who are we designing for?
  4. 4. $$ like…
  5. 5. We are happy
  6. 6. I think… I think… I think… I think… I think… I think… I think… I think… I think… I think… and that’s final I think… I think… I think… I think… I think…
  7. 7. “ - Susan Cain Author, Quiet There's zero correlation between being the best talker and having the best ideas. ”
  8. 8. Ask them! *
  9. 9. Market Segmentation
  10. 10. Demographics • • • • • • • 35-44 Male Married with 1.8 kids $75K-90K College graduates 86% Caucasian Born in the USA
  11. 11. Psychographics • Running, gym, • 56% liberal, 40% conservative • Ambitious, self-reliant, competitive • Hard work, recognition
  12. 12. Firmographics • Automotive engineer • 15 years experience • Specializes in aerodynamics
  13. 13. Behaviors • • • • Regular users Avg use of 6.3x/week Accounts with 2-3 competitors Activity increases around backto-school
  14. 14. Think of someone you are close to
  15. 15. Describe them by their „graphics
  16. 16. Tell a favorite story about that person
  17. 17. Segment Persona
  18. 18. Focus
  19. 19. Innovation comes… from saying no to 1,000 things to make sure we don’t get on the wrong track or try to do too much. We’re always thinking about new markets we could enter, but it’s only by saying no that you can concentrate on the things that are really important. -Steve Jobs http://www.businessweek.com/bwdaily/dnflash/oct2004/nf20041012_4018_PG2_db083.htm
  20. 20. Consensus
  21. 21. Empathy
  22. 22. 100 Year Old (Wo)Man
  23. 23. Life in 1813 • Sears Roebuck and Montgomery Ward Catalogs 2nd and 3rd most read books • For entertainment, families gathered around the piano for a sing along, took a drive in their horse-drawn carriage or car (Model T released 5 years ago), or went to a nickel arcade for a movie • The Titanic sank last year • There has never been a world war
  24. 24. Explain an iPad
  25. 25. Explain the internet
  26. 26. Quantitative
  27. 27. Ideally Combine • Validate qualitative with quantitative • Flesh out quantitative with qualitative
  28. 28. Avoid hypotheticals
  29. 29. What differentiates? • • • • • Goals Demographics Activities Behaviors Other?
  30. 30. Describe the Personas • Give them details • Make them believable
  31. 31. Persona Priority Name & Picture Story User Goals Summary Summary & Quote Demographics Business Goals Summary
  32. 32. lou suSi – BXOS !nteractive! http://www.behance.net/gallery/Monster-Persona-Cards/1208889
  33. 33. Start with What You Know
  34. 34. What we don’t know What we know
  35. 35. Assumptive Personas
  36. 36. Known knowns Known unknowns Unknown unknowns
  37. 37. Break into teams
  38. 38. Your Project
  39. 39. Your Business
  40. 40. Client: The Awesomes • • • • New team of heroes Open holes in their roster Not the best showing so far At risk of losing their government funding • Public is very skeptical
  41. 41. What if we can‟t agree?
  42. 42. BREAK: Decide on your client
  43. 43. Business Goals
  44. 44. Biz Goal persona persona Story Story Story Story Biz Goal Biz Goal persona persona Story Story Story Story Story
  45. 45. Specific Measurable Attainable Relevant Time-bound
  46. 46. Define SMART(ish) Goals
  47. 47. Force Prioritize
  48. 48. Hypothesize Segments
  49. 49. Create a big list • High level description • What differentiates them? – Goals – Demographics – Psychographics – Firmographics – Behaviors – ???
  50. 50. Winnow Segments • Are any close enough to be identical? • If I satisfy A, do I also satisfy B? • Give segments a title
  51. 51. Map Personas to Biz Goals • A persona can support more than one goal
  52. 52. Prioritize Segments
  53. 53. Define Personas
  54. 54. Persona Definitions • • • • • • • • Persona goals Business goals Context Behaviors Barriers Demographics Psychographics Firmographics
  55. 55. Tell their story
  56. 56. Critical Assumptions
  57. 57. Uncertainty Cost of Wrong
  58. 58. Mitigation Strategies • Expert opinions – research, consulting • Quantitative research – surveys, analytics • Qualitative research – Usability studies, focus groups, contextual inquiry
  59. 59. Why risk instead of benefit?
  60. 60. Fear sells
  61. 61. Identify & Mitigate
  62. 62. Present
  63. 63. Now what?
  64. 64. Distribute them far and wide • Introduce them at a company meeting • Mount posters around the office, and in conference rooms • Print persona cards for everyone
  65. 65. Refer to them often • Whenever you hear, “I think”, or “I want”, ask, “What would [personal] want?”
  66. 66. Adapt them as needed • When you find new info • Not to suit pre-existing agendas
  67. 67. Validate & expand • Get some help • Go it alone
  68. 68. Innovation is solving a problem I didn't know I had until I see your solution
  69. 69. One last thing http://spkr8.com/t/27911
  70. 70. Resources • User is Always Right – by Steve Mulder • Don’t Make Me Think – by Steve Krug • http://www.cooper.com/journal/personas /

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