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