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AGILE 2014
Mike Rawling
@hedshot
#zombiepersonas
How
to
Recognize
a
Zombie
(Persona)
Apocalypse
Any questions welcome!
- later, please…
Welcomed interruptions*:
a) a zombie apocalypse
b) Nothing.
* Oh, and please set your phones to silent…
@hedshot
#uxcam
#...
Warning: may contain…
Unruly culture…
Me
UX history dating back to ’98 – pre “UX”!!!
Consulted, Designed, Engineered, Led, Coached, Trained:
Teams and such Init...
Context: Unruly…
Committed to eXtreme Programming and Agile
culture
Adventurous, entrepreneurial spirit!
CEO: “Do Lean ...
Made of 3 development teams:
 Each consists of about approx. 4 java-centric, stupidly
intelligent, eXtreme Programmers
 ...
Context Team Area
 What is: the zombie persona apocalypse?
 Field Guide: Recognising Zombie Personas
 Fight back! A little Zombie eradica...
Quick check for zombies…
Let’s talk zombies…
This morning…
What are User Personas?
How do ux people define Personas?
Ask the audience…
Persona history?
 Coined by Alan Cooper 30 years ago...
 In Ogilvy’s Customer Prints in 1993 and…
 Verplank, Fulton, Bl...
Persona history?
UX Magazine art. #963,
Kyra Edeker, Jan
Moorman
 fictional but research/data-based conglomerations of
user attributes
 a persona is an archetypal representation of a us...
UXCam, meet Fran…
You can’t NOT have personas!
Why have personas?
If you don’t they will just be:
Presumed
Different for each team member
...
Stakeholder + team alignment = full team cohesion!
Why personas?
Stops: “If I was…”
- Emotive / too subjective
- Makes it personal
Why personas? Y.A.N.Y.U
Starts: “If {persona b} was usin...
Sensitizes team to Users’ plight…
Why personas?
Creating greater user empathy in an Agile/Lean/XP team
Throughout the whol...
UX must be a company wide responsibility.
Why personas?
Helps share customer knowledge across product team…and company…
What are these
‘zombies’????
“zom·bie”
Variant(s): also zom·bi ˈzäm-bē ; Function: noun; Etymology: Louisiana Creole or Haitian Creole zonbi, of Bantu
...
Zombies in history
Zombies through history…
“…And will let the dead go up to eat the living!
And the dead will outnumber the living!...”
Isht...
Zombies got here from…
Africa…
Zombies got here from…
Via haiti…
Zombies got here from…
Hollywood releases zombies…
1932…
Zombies attack hollywood…
…onwards…
Zombie Classification Project
Biological Zombies
- Pathogens (Viral, Bacterial, Alien.) - “28 Days, Resident Evil”, “World...
zombie.wikia.com, by author..
Romero zombies
Brooks & Resident-Evil zombies virus!
Valve zombies: alien infection, headcra...
Zombies are this too…
Zombies – but mostly these..
But that’s just all Hollywood
make believe…
Noooo!…..
agile zombies in your area!
What is this
‘Zombie Persona Apocalypse’?
Zombie personas are…
Created at the beginning of a project them never used…
Discarded in a file system, alone…
Forgotten a...
Poor, lonely personas… 
Personas: can become sick…infected…
Do you have an impending
zombie persona
apocalypse??
Let’s zero in on Zombies!
…start eradicating the threat now!
Introducing Mike’s
Lightweight, Zombie Persona:
Apocalypse Survival Guide…
How can you stop the spread?
Encourage your team to embrace weird science: create living
breathing personas!…
Zero the zombie threat!
Effective persona workshops include people with primary
experience of users…and the team who will use them
Zero the zombie...
Get engagement and active sign off and a hierarchy from
stakeholders…and it may even help align your whole
company!
Zero t...
Sessions with C-levels, Senior Execs & start-up Founders…
Reality Warping effect they can have on staff members'
answers…
...
Keep you personas alive:
Print them BIG!
Wall mount them!
Zero the zombie threat!
Personas named in User Stories
Zero the zombie threat!
As {your persona}
I would like to {have a feature}
so that I {get v...
nurturing empathy
Persona ‘stickers’ on story cards
Zero the zombie threat!
Sticky engagement…with magnetic personas!
Zero the zombie threat!
They are hypotheses – keep testing them!
Zero the zombie threat!
Phew! So that’s it….
Hell no, it doesn’t stop there…
Don’t panic!
Ghost personas…
Ghost personas…
No supporting evidence, no data, no substance…
Ensure personas are based on good quantitative and
qualitative sources from...
Gazump ghost personas!
Gazump ghost personas!
Use User Intelligence from:
Data analysis, Logs, Google Analytics…
Gazump ghost personas!
Use User Intelligence from:
f2f interviews with users, user and usability testing…
Rich, ‘primary-e...
Dr Frankenstein’s personas…
Dr Frankenstein’s personas…
The sum of the parts…not refined or integrated…
Watch out for fragmented personas made up of parts by…
Dodge Dr. Frankenstein's monsters!
...refinement! Facilitate Affinity Grouping and Back Story
activities to distill down your personas to just 3 to 7
Dodge D...
Vampire personas!
Vampire personas…
Drinking your teams life blood, afraid of evidence in the
Light of Day!
Vanquish Vampires!
Avoid vital team life force draining away, wasting time and
money in the wrong direction by...
Vanquish Vampires!
Basing your personas on sound sources of data, watching
carefully for the Evil Eye of skew or bias and ...
Finally….never stop refining…
– find what works for you & yours!
…make them your own!
…make them your own!
And so, drawing to a close today…
i. Use good, rich, multi-sourced data
ii. Run Persona Workshops
iii. Distill your person...
Be on your guard: watch out for!
Thanks to fellow Zombie Killers:
• Tom Allison@Berlin:
Coiner of the Zombie Problem
• The entire Unruly team
Respect due t...
Persona Mad Scientists: Authors and supporters
• Kyra Edekr, Jan Moorman – UX Magazine Art. #963
• About Face 3 - Alan Coo...
Respect due to…
Respect due to Creative Brainzzzzz of:
• Sam Raimi
• George Romeo
• Danny Boyle
Thanks to you for listening!
Massive thanks again to the organisers of
UXCambridge, Unruly and all those involved!
More? Don’t forget…
Always go for the @hedshot…
Q&A
Any questions today?
Still hungry for brainsss?
Always go for the @hedshot on Twitter…
Thanks for listening!
Still hungry (for brainsss…)?
@hedshot
mike@unrulymedia.com
linkedin.com/in/michaelrawling/
How to recognize the Agile Zombie Persona Apocalypse
How to recognize the Agile Zombie Persona Apocalypse
How to recognize the Agile Zombie Persona Apocalypse
How to recognize the Agile Zombie Persona Apocalypse
How to recognize the Agile Zombie Persona Apocalypse
How to recognize the Agile Zombie Persona Apocalypse
How to recognize the Agile Zombie Persona Apocalypse
How to recognize the Agile Zombie Persona Apocalypse
How to recognize the Agile Zombie Persona Apocalypse
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How to recognize the Agile Zombie Persona Apocalypse

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Are User Personas haunting your product? Did your team create some personas at the start of your project but then never use them? Are they fading stuck up on a wall somewhere, technically now just dead weight...irrelevant, moaning...’braiinsss...’!!

User Personas are the grounding for productive conversations with stakeholders and cross functional teams, that shift away from debating personal opinions into decision-making based on empirical data. Mike Rawling share's his experience of how you can work with personas in a pragmatic way that fits into the world of Agile without compromising UX, XP/Agile or Lean principles.

Come to this session to find out how to blend personas into your Agile process so they continue to serve as a useful reference for your team and stakeholders throughout product development.

Get ready for a Zombie Persona Apocalypse!

Published in: Design
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How to recognize the Agile Zombie Persona Apocalypse

  1. 1. AGILE 2014 Mike Rawling @hedshot #zombiepersonas
  2. 2. How to Recognize a Zombie (Persona) Apocalypse
  3. 3. Any questions welcome! - later, please…
  4. 4. Welcomed interruptions*: a) a zombie apocalypse b) Nothing. * Oh, and please set your phones to silent… @hedshot #uxcam #zombiepersonas
  5. 5. Warning: may contain… Unruly culture…
  6. 6. Me UX history dating back to ’98 – pre “UX”!!! Consulted, Designed, Engineered, Led, Coached, Trained: Teams and such Initiatives for Tesco, Konami, Camelot, LoveFilm and Granada, Wiley Publishing and Unruly (and the Umbrella Corporation)… Mike Rawling UX Team-Of-One Unruly, London: Interaction Designer, UI Engineer, UX Coach and mentor, UI Designer, UX Research: user testing, usability testing, ethnographic, contextual analysis, observation,
  7. 7. Context: Unruly… Committed to eXtreme Programming and Agile culture Adventurous, entrepreneurial spirit! CEO: “Do Lean Start-up”….I hear “Do Lean UX” 
  8. 8. Made of 3 development teams:  Each consists of about approx. 4 java-centric, stupidly intelligent, eXtreme Programmers  Team has greatly varying levels of working experience and interests  Extremely varying levels of customer facing front-end design or development  1 Zombie Eradication Specialist UX Practitioner Context ‘ProDev’ team
  9. 9. Context Team Area
  10. 10.  What is: the zombie persona apocalypse?  Field Guide: Recognising Zombie Personas  Fight back! A little Zombie eradication too This morning…
  11. 11. Quick check for zombies…
  12. 12. Let’s talk zombies…
  13. 13. This morning…
  14. 14. What are User Personas? How do ux people define Personas?
  15. 15. Ask the audience…
  16. 16. Persona history?  Coined by Alan Cooper 30 years ago...  In Ogilvy’s Customer Prints in 1993 and…  Verplank, Fulton, Black and Moggridge: “…the use of scenarios…” at InterCHI also1993  Since then much comment and research Cooper, Kim Goodwin…  ...like 2008 research results in favour of photos / face images
  17. 17. Persona history? UX Magazine art. #963, Kyra Edeker, Jan Moorman
  18. 18.  fictional but research/data-based conglomerations of user attributes  a persona is an archetypal representation of a user  Has a name, photograph, a story & byline  Pain points, goals, tools, characteristic detail  Hierarchical Classic persona:
  19. 19. UXCam, meet Fran…
  20. 20. You can’t NOT have personas! Why have personas? If you don’t they will just be: Presumed Different for each team member All hidden from each other!
  21. 21. Stakeholder + team alignment = full team cohesion! Why personas?
  22. 22. Stops: “If I was…” - Emotive / too subjective - Makes it personal Why personas? Y.A.N.Y.U Starts: “If {persona b} was using…” - More objective and productive - ‘externalising’ of discussions you are not your user Project User Experience Good Practice Subject Users Status Finaluser experience mantras - #1: you are not user
  23. 23. Sensitizes team to Users’ plight… Why personas? Creating greater user empathy in an Agile/Lean/XP team Throughout the whole process
  24. 24. UX must be a company wide responsibility. Why personas? Helps share customer knowledge across product team…and company…
  25. 25. What are these ‘zombies’????
  26. 26. “zom·bie” Variant(s): also zom·bi ˈzäm-bē ; Function: noun; Etymology: Louisiana Creole or Haitian Creole zonbi, of Bantu origin; akin to Kimbundu nzúmbe ghost; Circa: 1871 1. A corpse reanimated by various means either supernatural or mundane whose body continues to move despite a lack of normal biological function. 2. A living being stripped of it’s will, humanity, and normal behavior by outside forces either supernatural and mundane. 3. A mixed drink made of several kinds of rum, liqueur, and fruit juice.
  27. 27. Zombies in history
  28. 28. Zombies through history… “…And will let the dead go up to eat the living! And the dead will outnumber the living!...” Ishtar, The Epic of Gilgamesh - Scandinavian Draugr - Japanese Jikininki - Hindu and Buddhist Rakshasa
  29. 29. Zombies got here from… Africa…
  30. 30. Zombies got here from… Via haiti…
  31. 31. Zombies got here from…
  32. 32. Hollywood releases zombies… 1932…
  33. 33. Zombies attack hollywood… …onwards…
  34. 34. Zombie Classification Project Biological Zombies - Pathogens (Viral, Bacterial, Alien.) - “28 Days, Resident Evil”, “World War Z”, “Pontypool,” - Parasites/Symbiotes (Fungus, Plants, Alien Spores…. Etc…) - “Resident Evil 4 Video Game”, “Half-Life Video Game”, “Slither”, “Night of the Creeps”, “The Puppet Masters”, “Invasion of the Body Snatchers”, Supernatural Zombies - Magic (Black Magic, Curses, Necromancy, Pure willpower/rage) - “The Ressurected“, “Undead or Alive”, “Pet Sematary”, - Religious (Voodoo, God did it, The Devil did it, Hell’s full, etc) - Fulci’s “City of the Living Dead”, “White Zombie”, “House of the dead”, - Supernatural Entities (Possession, Spirits [This can be the original persons spirit or "Something" else], Demons, Vampiric, etc - “REC & REC 2“, The Evil Dead Series, “Dead and Breakfast”, “Creepshow”,) Chemical Zombies Chemical zombies are split up according the the “Purpose” of the reanimating chemistry. Otherwise you might as well lump them all together, but I think there is enough of a difference between them to warrant giving them each a category: - Pharmaceutical (These were drugs intended to help humans….. instead…. oh crap! zombies!) (Drugs, the whacki weed, Loritab,) - “The Stuff”, Herbert West’s Serum from “The Reanimator” - Toxic/Medical Waste (Discarded waste material that spontaneously raises the dead) - “Tokyo Zombie”, “Night of the living dead 3d”) Chemical side effects (Compounds that create zombies as a side affect) (Trioxin) - “Return of the Living Dead” , “Planet Terror“, Technological Zombies - Dark Science or Medical Experimentation gone awry – “Phantasm”, “Shock Waves”, “The Dead Pitt”, Nanobots Or Cybernetics “Invaders from Mars”, The Constructed “Frankenstien’s Monster”… What? he’s built from Dead bodies, that’s gotta count?) Energy Zombies - Radiation/Electrical - “Romero Zombies” a.k.a. “Night of the Living Dead”) - Alien Unknown Energy - “Plan Nine from outer space”, “Night of the Comet”,
  35. 35. zombie.wikia.com, by author.. Romero zombies Brooks & Resident-Evil zombies virus! Valve zombies: alien infection, headcrabs Fast Zombies: Zombieland, 28 days later… Nazi zombies – see the SciFi channel…
  36. 36. Zombies are this too…
  37. 37. Zombies – but mostly these..
  38. 38. But that’s just all Hollywood make believe…
  39. 39. Noooo!…..
  40. 40. agile zombies in your area!
  41. 41. What is this ‘Zombie Persona Apocalypse’?
  42. 42. Zombie personas are… Created at the beginning of a project them never used… Discarded in a file system, alone… Forgotten about… Untended… Unused… Unloved… Unfed… …Undead!
  43. 43. Poor, lonely personas…  Personas: can become sick…infected…
  44. 44. Do you have an impending zombie persona apocalypse??
  45. 45. Let’s zero in on Zombies! …start eradicating the threat now!
  46. 46. Introducing Mike’s Lightweight, Zombie Persona: Apocalypse Survival Guide…
  47. 47. How can you stop the spread?
  48. 48. Encourage your team to embrace weird science: create living breathing personas!… Zero the zombie threat!
  49. 49. Effective persona workshops include people with primary experience of users…and the team who will use them Zero the zombie threat!
  50. 50. Get engagement and active sign off and a hierarchy from stakeholders…and it may even help align your whole company! Zero the zombie threat!
  51. 51. Sessions with C-levels, Senior Execs & start-up Founders… Reality Warping effect they can have on staff members' answers… …have a number of different persona workshops.. Zero the zombie threat!
  52. 52. Keep you personas alive: Print them BIG! Wall mount them! Zero the zombie threat!
  53. 53. Personas named in User Stories Zero the zombie threat! As {your persona} I would like to {have a feature} so that I {get value}
  54. 54. nurturing empathy Persona ‘stickers’ on story cards Zero the zombie threat!
  55. 55. Sticky engagement…with magnetic personas! Zero the zombie threat!
  56. 56. They are hypotheses – keep testing them! Zero the zombie threat!
  57. 57. Phew! So that’s it….
  58. 58. Hell no, it doesn’t stop there…
  59. 59. Don’t panic!
  60. 60. Ghost personas…
  61. 61. Ghost personas… No supporting evidence, no data, no substance…
  62. 62. Ensure personas are based on good quantitative and qualitative sources from... Gazump ghost personas!
  63. 63. Gazump ghost personas! Use User Intelligence from: Data analysis, Logs, Google Analytics…
  64. 64. Gazump ghost personas! Use User Intelligence from: f2f interviews with users, user and usability testing… Rich, ‘primary-est’ evidence!
  65. 65. Dr Frankenstein’s personas…
  66. 66. Dr Frankenstein’s personas… The sum of the parts…not refined or integrated…
  67. 67. Watch out for fragmented personas made up of parts by… Dodge Dr. Frankenstein's monsters!
  68. 68. ...refinement! Facilitate Affinity Grouping and Back Story activities to distill down your personas to just 3 to 7 Dodge Dr. Frankenstein's monsters!
  69. 69. Vampire personas!
  70. 70. Vampire personas… Drinking your teams life blood, afraid of evidence in the Light of Day!
  71. 71. Vanquish Vampires! Avoid vital team life force draining away, wasting time and money in the wrong direction by...
  72. 72. Vanquish Vampires! Basing your personas on sound sources of data, watching carefully for the Evil Eye of skew or bias and allowing for it
  73. 73. Finally….never stop refining… – find what works for you & yours!
  74. 74. …make them your own!
  75. 75. …make them your own!
  76. 76. And so, drawing to a close today… i. Use good, rich, multi-sourced data ii. Run Persona Workshops iii. Distill your personas iv. Watch out for skew in your sources of intelligence! v. Posterize those personas!! vi. Welcome personas into your process: i. in user stories: ‘As Charlotte…’ ii. stuck on cards iii. avatars/images in or on digital cards iv. magnetised to card walls
  77. 77. Be on your guard: watch out for!
  78. 78. Thanks to fellow Zombie Killers: • Tom Allison@Berlin: Coiner of the Zombie Problem • The entire Unruly team Respect due to…
  79. 79. Persona Mad Scientists: Authors and supporters • Kyra Edekr, Jan Moorman – UX Magazine Art. #963 • About Face 3 - Alan Cooper • Observing the User Experience - Mike Kuniasky • The Persona Lifecycle – John Pruitt, Tamara Adlin Mad Scientist teachings…
  80. 80. Respect due to… Respect due to Creative Brainzzzzz of: • Sam Raimi • George Romeo • Danny Boyle
  81. 81. Thanks to you for listening! Massive thanks again to the organisers of UXCambridge, Unruly and all those involved!
  82. 82. More? Don’t forget… Always go for the @hedshot…
  83. 83. Q&A Any questions today?
  84. 84. Still hungry for brainsss? Always go for the @hedshot on Twitter…
  85. 85. Thanks for listening! Still hungry (for brainsss…)? @hedshot mike@unrulymedia.com linkedin.com/in/michaelrawling/

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