41
Putting Personas to Work Getting Personas Adopted Throughout Your Organization Presented by Carol Smith @Carologic IIBA Meeting March 2013

Putting Personas to Work at IIBA Cleveland

Embed Size (px)

DESCRIPTION

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.

Citation preview

Page 1: Putting Personas to Work at IIBA Cleveland

Putting Personas to Work

Getting Personas Adopted Throughout Your Organization

Presented by Carol Smith @Carologic

IIBA MeetingMarch 2013

Page 2: Putting Personas to Work at IIBA Cleveland

User Experience Prof Assoc

Supports people

who research, design, and evaluate

the user experience

of products and services.

www.uxpa.org

Page 3: Putting Personas to Work at IIBA Cleveland

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

Page 4: Putting Personas to Work at IIBA Cleveland

Benefits

• Efficient and effective

• Team learns and remember

• Reduced influence based on _________

• Better products

• Help teams avoid:

• Designing for themselves/technology

• Designing for everyone

Page 5: Putting Personas to Work at IIBA Cleveland

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

Page 6: Putting Personas to Work at IIBA Cleveland

Selling Personas

Page 7: Putting Personas to Work at IIBA Cleveland

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?

Page 8: Putting Personas to Work at IIBA Cleveland

Selling Internally

http://en.wikipedia.org/wiki/File:Train_wreck_at_Montparnasse_1895.jpg

Page 9: Putting Personas to Work at IIBA Cleveland

Introducing Personas

Page 10: Putting Personas to Work at IIBA Cleveland

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

Page 11: Putting Personas to Work at IIBA Cleveland

Progressive Disclosure

Page 12: Putting Personas to Work at IIBA Cleveland

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

Page 13: Putting Personas to Work at IIBA Cleveland

Make it Real

• Introduce Artifacts

• Encourage and answer questions

Page 14: Putting Personas to Work at IIBA Cleveland

Get The Persona To Work

Page 15: Putting Personas to Work at IIBA Cleveland

Share what you learn

Page 16: Putting Personas to Work at IIBA Cleveland

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

Page 17: Putting Personas to Work at IIBA Cleveland

Team Leader

• Curates personas

• Tracks work that may influence personas

• Identifies opportunities to enhance them

Page 18: Putting Personas to Work at IIBA Cleveland

Keep Personas Alive

• Make opportunities to sew them into culture

• Regular touch points

• Refresh documentation regularly

• E-mail addresses for personas

Page 19: Putting Personas to Work at IIBA Cleveland

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.

Page 20: Putting Personas to Work at IIBA Cleveland

Activities

• Panel with “Personas” (role playing)

• Individual teams, products, etc.

• Answer questions in character

• Meet & Greet

• Birthday party

Page 21: Putting Personas to Work at IIBA Cleveland

Artifacts

• Public

• Posters

• Large Boards

• Personal

• Persona

• Reference Sheets

• Books

Page 22: Putting Personas to Work at IIBA Cleveland

Connect to Project Work

Page 23: Putting Personas to Work at IIBA Cleveland

Managing Personas

Page 24: Putting Personas to Work at IIBA Cleveland

Communication Plan

• What to communicate

• Progressive disclosure - Highlights

• Updates

• Tips for use

• When

• To whom (team, stakeholders, etc.)

• How (Web site, Email, etc.)

Page 25: Putting Personas to Work at IIBA Cleveland

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.

Page 26: Putting Personas to Work at IIBA Cleveland

Reusing Personas

• Up-to-date personas and profiles used:

• Indefinitely for same product

• Goals and Needs must remain static

• Inform new persona - preliminary context

Page 27: Putting Personas to Work at IIBA Cleveland

Not Repurposed

• For different:

• Products

• Scenarios

• Needs and goals

Page 28: Putting Personas to Work at IIBA Cleveland

Persona Teams (Families)

• Extend - include all aspects of experience

• Complex set of products

• Group personas in meaningful ways

Page 29: Putting Personas to Work at IIBA Cleveland

Example – Online Shopping

Page 30: Putting Personas to Work at IIBA Cleveland

• One persona = all Shoppers

• Unlikely

• More likely:

• Small set of personas for each role

• Few more for additional roles

Online Shopping (cont)

Page 31: Putting Personas to Work at IIBA Cleveland

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?

Page 32: Putting Personas to Work at IIBA Cleveland

Knowledge Shared

• Clear relationships between personas

• Frequency of interactions

• Needs from each other

• What provide to each other

Page 33: Putting Personas to Work at IIBA Cleveland

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

Page 34: Putting Personas to Work at IIBA Cleveland

Prioritize Relationships

• Which interactions most important?

• Users

• Product functionality

• Visual work flows are ideal

Page 35: Putting Personas to Work at IIBA Cleveland

Next Steps

• Identify gaps and plan to fill them.

• Sync with market segments (if they exist).

Page 36: Putting Personas to Work at IIBA Cleveland

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

Page 37: Putting Personas to Work at IIBA Cleveland

Do UX Early & Often

• Create Information Radiators

• Personas

• Artifacts

• Schedule of activities

• Tell others about the power of Personas

Page 38: Putting Personas to Work at IIBA Cleveland

Recommended Readings

38

Page 39: Putting Personas to Work at IIBA Cleveland

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

Page 40: Putting Personas to Work at IIBA Cleveland

Special Thanks

Richard Douglass – previous co-presenter on this material.

@RichardDouglass

http://improvedusability.com/

Page 41: Putting Personas to Work at IIBA Cleveland

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.