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Personas create empathy through the story of a single person, temporarily suspending the complexity of other forms of consumer research so that design teams can focus on generating lots of innovative ideas. We believe that personas are most effective when focused on inspiring design ideas through the lens of boundary-pushing users. So, what is a bad persona? It’s easy for many designers or researchers to identify one when presented, but it’s not always clear what specifically makes a persona weak.Through this presentation, designers will be able to pinpoint missteps in the development process and refine the work to make it more successful. Here are the top six ways to screw up a design persona, along with ideas on how to make sure they’re inspiring:
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Six Ways to Screw Upa Design Persona
Make it stereotypical
1
STEREOTYPETOO CONTRIVED
AVERAGE JOEAUTHENTIC, BUT UNINSPIRING CHARACTER
INSPIRING AND BELIEVABLE
SUPERHEROUNBELIEVABLE
Make it static
2
Never judge a person by his clothes or his act.- Glenn O’Brien
OTHER STUFF
TIME SPENTFIGHTING/ROCKING
RICH FRANKLINALICE COOPER
TEACHING
TIME SPENTFIGHTING/ROCKING
TRANSITION
TRANSITION
RICH FRANKLINALICE COOPER
Feel comfortable
3
Speak generically
4
Joe Six-Pack < Joe the Plumber
“ Anyone else noticed how Subaru is using The Pogues ‘If I Should Fall From Grace?’ in their soccer mom commercial? Maybe the rapture is right around the corner....”
Lack detail
5
vs
Match it to segmentation
6
vs
DESIGN TARGETS
CONSUMERSEGMENTS
1 Make it stereotypical2 Make it static3 Feel comfortable4 Speak generically5 Lack detail6 Match it to segmentation
1 Be unique2 Make it dynamic3 Get out of your comfort zone4 Use an authentic voice5 Detail to explore6 Complement segments
