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