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WordCamp SF 2014 talk on the foundational principles of personas in design and development and a simple way to setup a WordPress site to support their diffusion.
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Davide ‘Folletto’ Casali
DESIGN WITH PERSONAS A LEAN APPROACH
UX Redirector Advisor
NIGHT.EU
@Folletto
THE PRODUCT/USER DISCONNECTION
The product shadow
DISCONNECTION 1
A business at its core is a person helping another person.
To make that help scale we added layers: software.
That same software casts a shadow hiding the users.
Slowly, naturally, we consider the software as the end goal.
Design for Functions
Design for Humans
The elastic u
ser
DISCONNECTION 2
user
user user
user user
user
Implicit users
Explicit users
“”
Alan Cooper
The best way to successfully accommodate a variety of users is to design for specific types of individuals with specific needs.
1
How do we keep
the user in focus?
2
How do we keep
the team aligned?
THE PERSONAS PERSPECTIVE
“”
Attributed to Henry Ford
If I’d asked people what they wanted, they’d have asked for a faster horse.
The “I have no clue” quote
ALSO REFERRED AS:
why?
faster horse
?why
+
INTERNET
AIRPLANES
DELIVERIES
NEWSPAPERS
LUNA PARKS
=
ETC…
Personas
“
”Alan Cooper
Personas provide us with a precise way of thinking and communicating about how users behave, how they think, what they
wish to accomplish, and why.
Market Segment
Personas
Behaviour Goal Why
Your Service Journey
THE EXTENDED JOURNEY
THE CONTEXT BEYOND YOUR SERVICE
Personas are not a deliverable
(but one of the steps is a deliverable)
Consider personas as data synthesis
(but yeah, personas are models)
Research
Keep Researching
UsePersonas
DATA COLLECTION
DATA CLUSTERING
PERSONAS SHAPING
PERSONAS WEIGHTS
But… they aren’t real!
PERSONAS DAY TO DAY
USE PERSONAS TO
Design
USE PERSONAS TO
Reference Data
USE PERSONAS TO
Prioritize & Plan
USE PERSONAS TO
Do Ticket Triage
THE WORDPRESS.COM CASE STUDY
Plan
Inte
rvie
ws
Surveys
Data R
eview
Synth
esis
Personas
R1 SPRINT4 weeks activity
Polldaddy
TOOLS USED
Google Docs
+ your internal collaboration tools
survey
interviews
data since 2011
new data
[persona Santiago]
Custom Shortcode Plugin
MAKE YOUR OWN PERSONAS SITE
POSTS CATEGORIES
Atomized data points
Matching the personas
PAGES
One for each persona
POSTS
Atomized data points
CATEGORIES
Matching the personas
=
Deborah DeborahPERSONA CATEGORY
PAGES
One for each persona
Name
Weight %
Introduction paragraph
Goals
Pain points
Quote
Atomized Data
Photo
[display-posts category="deborah" posts_per_page="-1"]
Display Posts Shortcode Plugin
wordpress.org/plugins/display-posts-shortcode/
Atom of Data
Atom of Data
Atom of Data
Atom of Data
Atom of Data
Persona 1 Persona 2 Persona 3
Home
With every new research you atomize and link to persona.
Search…
“
”Bruno Munari
To complicate is easy, to simplify is hard. To complicate, just add,
everyone is able to complicate. Few are able to simplify.
Thanks.
@Folletto
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