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#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar
Team PersonasA new look at personas for the enterprise context
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Julia Byron Omkar Chandgadkar
#teampersona @juliazeebee @omkar_c © 2016 Julia Byron, Omkar Chandgadkar
Which are your users?
2
or
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 3
Architect
IT Manager
Product manager
Backend developers
Testers
Mobile app developers
Our users: Teams that build mobile apps
#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 4
Anna, the mobile app developer
Brad, the web developer
Archer, the architect
xx
Are you Anna or Brad? Flow for Anna Flow for Brad
x
xxx
#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar
“Our users are not like this”
- Our product team
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© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 6
Individuals’ needs & goals influenced by their team
Project manager
Architect
ClientDesigners
Testers
iOS developers
Client’s developers
Architect
IT Manager
Business manager
Backend developers
Testers
Mobile app developers
App owners
Business analyst
CTO
CEOBackend developer
Testers
Frontend developers
#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar
“This is exactly how dev teams work”
“Our users are not like this”
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- Our product team - Our product team
#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 8
Individual needs Team needs
#teampersona @juliazeebee @omkar_c © 2016 Julia Byron, Omkar Chandgadkar
Who’s had problems communicating research outcomes?
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#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 10
#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 11
“These charts are overwhelming”
- Our product team
#teampersona @juliazeebee @omkar_c © 2016 Julia Byron, Omkar Chandgadkar
We were thinking like travel writers...
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#teampersona @juliazeebee @omkar_c © 2016 Julia Byron, Omkar Chandgadkar
...We needed to think like tour guides
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- Alice Clark
Follow us!
#teampersona @juliazeebee @omkar_c © 2016 Julia Byron, Omkar Chandgadkar
It’s not about creating beautiful maps but the process of mapping.
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- Todd Wilkens
Follow us!
#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar
“Well Team Persona X cares about...”
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“These charts are overwhelming”
- Our product team - Our product team
#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 16
Presenting maps Mapping together
#teampersona @juliazeebee @omkar_c © 2016 Julia Byron, Omkar Chandgadkar
Did your personas get ignored during the design process?
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© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 18
Many voices, different interpretations
Users need to trust their data’s secure with us
Users need secure data
Users want security scanning
Users want security features
#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 19
“I used to be a developer. Don’t waste time with research.”
- Some very vocal members of our team
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 20
Got it!
Okay!
Great!Sounds good!
Design Principle: “In this release, our users must be able to do ____ by ____”
Many voices, different opinions
#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar
- Some very vocal members of our team
21
“I used to be a developer. Don’t waste
time with research.”
- Some very vocal members of our team
“If we do that, we won’t meet the
design principle”
#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 22
User needs Measurable Principles
#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 23
“This is exactly how dev teams work”
“If we do that, we won’t meet the design principle”
“Well Team Persona X cares about...”
“Our users are not like this”
“These charts are overwhelming”
“I used to be a developer. Don’t waste
time with research.”
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 24
Team personas involve…
understanding users’ team dynamics
mapping with colleagues
using measurable principles
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 25
Team personas components
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 26
Data point + Implication (need statement or principle)
Team personas components
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 27
Representative team name
“Representative quote”
Key members to focus on
data point + resulting implications
data point + resulting implications
data point + resulting implications
Overview - who they are, common goals, motivations, struggles
Implications for your product team to consider
Collaboration map- key data points + resulting implications
Team persona overview
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 28
High level steps
Representative quotes
Tasks, opinions and collaboration
Key members
Implications for your product team to consider
Team persona journey map
#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 29
Team persona example
#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 30
Steps for creating team personas
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c
Steps for creating team personas
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Interview target users & their whole teams
Architect
IT Manager
Product manager
Backend developers
Testers
Mobile app developers
Team Interview
Individual interview 1
Individual interview 2
Individual interview 3
Individual interview 4
Individual Interviews
1. User Interviews
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 32
1. User Interviews
2. Synthesize into team maps
1. User Interviews
Steps for creating team personas
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 33
2. Synthesize into team maps
1. User Interviews
3. Combine team maps
Steps for creating team personas
Team Persona 1 Team Persona 2
Team Persona 3 Team Persona 4
Goal: SpeedDynamic: Team members wear many hats
Goal: SecurityDynamic: Many roles, silos
Goal: Catch upDynamic: Stretched resources
Goal: InnovationDynamic: Efficient, experts
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 34
2. Synthesize into team maps
4. Walk colleagues through data
1. User Interviews
3. Combine team maps
Steps for creating team personas
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c
Workshop: Insight generation
Insights
Questions
35
2. Synthesize into team maps
4. Walk colleagues through data
5. Discuss
1. User Interviews
3. Combine team maps
Steps for creating team personas
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c
Workshop: Insight generation
Insights
Questions
36
2. Synthesize into team maps
4. Walk colleagues through data
6. Come up with need statements
5. Discuss
1. User Interviews
3. Combine team maps
Steps for creating team personas
Developers need to try our product before buying so that they know that it offers everything they are looking for.
Need Statement
Developers cannot evaluate our tool before they provide recommendations.
Insight
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 37
2. Synthesize into team maps
4. Walk colleagues through data
6. Come up with need statements
7. Come up with measurable principles
5. Discuss
1. User Interviews
3. Combine team maps
Steps for creating team personas
Users are forced to refer to multiple resources to set up authentication.
Insight
One stop shop: everything should be right there when you need it.
Principle
Workshop: Insight generation
Insights
Questions
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 38
Designing Team reviews Testing
2. Synthesize into team maps
4. Walk colleagues through data
6. Come up with opportunities
7. Come up with measurable principles
8. Continuously validate against principles
5. Discuss
1. User Interviews
3. Combine team maps
Steps for creating team personas
#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 39
Lessons learned
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c
200-1000
Agency
4000
Manufacturing
10-15
Service
5,000-10,000
Healthcare
50,000+
Finance
50-200
Tech
50-200
Tech
Group A Group B Group C
Group D Group E Group F
200-1000
Agency
10-15
Service
50,000+
Finance
50-200
Tech
Team Persona 1 Team Persona 2
Team Persona 3 Team Persona 4
Goal: SpeedDynamic: Team members wear many hats
Goal: SecurityDynamic: Many roles, silos
Goal: Catch upDynamic: Stretched resources
Goal: InnovationDynamic: Efficient, experts
40
Lessons learned
Base on goals and team dynamics, not company size and type
2. Synthesize into team maps
1. User Interviews
3. Combine team maps
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 41
Lessons learnedAdequate discussion & documentation of new concepts
Workshop: Insight generation
Insights
Questions
What’s the difference between continuous delivery & continuous
integration?Does CI mean continuous integration?
2. Synthesize into team maps
4. Walk colleagues through data
5. Discuss
1. User Interviews
3. Combine team maps
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 42
Lessons learned
Demonstrate analysis process if the team does not have background in research
2. Synthesize into team maps
4. Walk colleagues through data
6. Come up with opportunities
5. Discuss
1. User Interviews
3. Combine team maps
Team Persona “A” struggles with ______
Insight
User needs to _____ so that ______
Needs
Make sure we _____
Measurable PrincipleTeam Persona “A” works like ______
7. Come up with measurable principles
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 43
Lessons learnedRepetition- Focus every evaluation around principle
If we get rid of that, it won’t be a one stop shop
2. Synthesize into team maps
4. Walk colleagues through data
6. Come up with opportunities
7. Come up with measurable principles
8. Continuously validate against principles
5. Discuss
1. User Interviews
3. Combine team maps
#teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 44
Mobile app developer
Backend developer
Lead
What is the goal of your team? Flow for all team members working together, and
knowing what others did.
Lead can see the status
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 45
Team personas involve…
understanding users’ team dynamics
mapping with colleagues
using measurable principles
© 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 46
Team personas involve…
understanding users’ team dynamics
mapping with colleagues
using measurable principles
#teampersonas @juliazeebee @omkar_c
Julia Zorzanello Byron, Omkar Chandgadkar