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Putting Personas to Work: Getting Personas Adopted Throughout Your Organization. Presented by Carol Smith at the Cleveland IIBA Chapter meeting on March 12, 2013. Personas need to be recognized and relied on by the entire team and creating a successful persona program can be a huge challenge. This session covers strategies for making sure that the personas you create become essential to your team.
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Putting Personas to Work
Getting Personas Adopted Throughout Your Organization
Presented by Carol Smith @Carologic
IIBA MeetingMarch 2013
User Experience Prof Assoc
Supports people
who research, design, and evaluate
the user experience
of products and services.
www.uxpa.org
Which Student?
http://www.flickr.com/photos/mrjkbh/ via http://creativecommons.org/licenses/by-nc-nd/2.0/deed.en http://www.flickr.com/photos/caharley72/ (Christopher Alison Photography) via http://creativecommons.org/licenses/by-nc-nd/2.0
Rick Connie
Benefits
• Efficient and effective
• Team learns and remember
• Reduced influence based on _________
• Better products
• Help teams avoid:
• Designing for themselves/technology
• Designing for everyone
Controversy
• Irrelevant information
• “Pseudo-science”
• Not trying to be scientific
• Statistical methods used to analyze data
• Rigorous, repeatable methods
• Result in mostly qualitative data
The Persona Lifecycle : Keeping People in Mind Throughout Product Design by John Pruitt and Tamara Adlin
Selling Personas
Getting Buy-In for Personas
• We don’t need UX – we know our users
• Tell us the story
• What are they really doing?
• What are their goals?
• Roadblocks?
Selling Internally
http://en.wikipedia.org/wiki/File:Train_wreck_at_Montparnasse_1895.jpg
Introducing Personas
Progressive Disclosure
• Like real-life, dating
• You are the match-maker
• Create opportunities to get to know them
• Tell the story, effectively
• Support recall of significant details
Progressive Disclosure
Tell the Story
• Clarify how the personas are to be used
• Support design and development
• Limitations
• For each persona:
• Goals, Needs
• How use product
• Challenges
• “Irrelevant Information” creates the mnemonic
Make it Real
• Introduce Artifacts
• Encourage and answer questions
Get The Persona To Work
Share what you learn
Successful Programs
• Form a team that includes product/project team members
• The team:
• Supports persona development
• Reviews personas regularly
• Advocates for personas
• Watches for opportunities
Team Leader
• Curates personas
• Tracks work that may influence personas
• Identifies opportunities to enhance them
Keep Personas Alive
• Make opportunities to sew them into culture
• Regular touch points
• Refresh documentation regularly
• E-mail addresses for personas
Working Sessions
• Include them at meetings
• Role play or “channel” the persona
• Review of interface thru eyes of Persona
• Analyze competition
• Review stories/scenarios
What would they do? Would they use this?
The User is Always Right: A Practical Guide to Creating and Using Personas for the Web by Steve Mulder and Ziv Yaar.
Activities
• Panel with “Personas” (role playing)
• Individual teams, products, etc.
• Answer questions in character
• Meet & Greet
• Birthday party
Artifacts
• Public
• Posters
• Large Boards
• Personal
• Persona
• Reference Sheets
• Books
Connect to Project Work
Managing Personas
Communication Plan
• What to communicate
• Progressive disclosure - Highlights
• Updates
• Tips for use
• When
• To whom (team, stakeholders, etc.)
• How (Web site, Email, etc.)
Plan for Updating Personas
• Ongoing work
• Include open questions in new projects.
• Include in planning templates
• Usability study triggers a persona review.
• Communication Plan
• Regular reviews.
• Plan for distribution of updates.
Reusing Personas
• Up-to-date personas and profiles used:
• Indefinitely for same product
• Goals and Needs must remain static
• Inform new persona - preliminary context
Not Repurposed
• For different:
• Products
• Scenarios
• Needs and goals
Persona Teams (Families)
• Extend - include all aspects of experience
• Complex set of products
• Group personas in meaningful ways
Example – Online Shopping
• One persona = all Shoppers
• Unlikely
• More likely:
• Small set of personas for each role
• Few more for additional roles
Online Shopping (cont)
Share What You Know
• Personas interact at various times
• In person
• Virtual “handshakes”
• Convey to the team:
• Where occur?
• When?
• Frequency?
• What information is exchanged?
Knowledge Shared
• Clear relationships between personas
• Frequency of interactions
• Needs from each other
• What provide to each other
Different Lenses
• Pain points
• Product, service, experience
• Motivations
• Goals, needs, tasks, occupation, family, and environment
• Commonalities
• Tech use, tech purpose, demographics, occupation, and context of use
Prioritize Relationships
• Which interactions most important?
• Users
• Product functionality
• Visual work flows are ideal
Next Steps
• Identify gaps and plan to fill them.
• Sync with market segments (if they exist).
Start Now
• Conduct research with users
• Create strawman Profiles now
• Expand Profiles into Personas
• Build on what you know
• Keep digging - each project can answer more questions
Do UX Early & Often
• Create Information Radiators
• Personas
• Artifacts
• Schedule of activities
• Tell others about the power of Personas
Recommended Readings
38
Contact
Carol J. Smith
Twitter: @Carologic
LinkedIn: http://www.linkedin.com/in/caroljsmith
Slideshare: http://www.slideshare.net/carologic
Speaker Rate: speakerrate.com/speakers/15585-caroljsmith
Special Thanks
Richard Douglass – previous co-presenter on this material.
@RichardDouglass
http://improvedusability.com/
ReferencesDesigning for the Digital Age: How to Create Human-Centered Products and Services by Kim Goodwin (one chapter)
The Persona Life-Cycle by John Pruitt and Tamara Adlin
The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web by Steve Mulder
The Inmates are Running the Asylum by Alan Cooper
Observing the User Experience: A Practitioner's Guide to User Research by Mike Kuniavsky
Babcock, L. and Sara Laschever. (2008). “Ask For It: How Women can use the Power of Negotiation to Get What They Really Want.” Bantam Books.
Godin, Seth. (2010) “Linchpin: Are you Indispensable?” Penguin Group.
Ury. William L. (1991) “Getting Past NO: Negotiating in Difficult Situations.” Bantam.
Fisher, Roger and William L. Ury. (1981) “Getting to YES: Negotiating Agreement Without Giving In.” Penguin Group.
Kennedy, Gavin. (2004). “Essential Negotiation.” The Economist and Profile Books LTD.
Lavington, Camille. (2004) “You’ve Only Got Three Seconds: How to make the right impression in your business and social life.” Doubleday.
Lewicki, Roy J., et. Al. (2004) “Essentials of Negotiation.” McGraw-Hill Irwin.
Young, Ed. (2011) “Justice is served, but more so after lunch: how food-breaks sway the decisions of judges.” Discover Magazine. http://blogs.discovermagazine.com/notrocketscience/2011/04/11/justice-is-served-but-more-so-after-lunch-how-food-breaks-sway-the-decisions-of-judges/ Retrieved on October 24, 2011.