45 min UXD Summit Persona Talk
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What’s the Deal with Personas? Ramya UX Architect at Cardinal Solutions @rams_mahalingam
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Transcript of 45 min UXD Summit Persona Talk
What’s the Deal with Personas?
Ramya UX Architect at Cardinal Solutions
@rams_mahalingam
PERSONAA persona is a fictional description
of a standard user of a product.
we’re not designing for ourselves
EMPATHY
EMPATHYJUDGEMENT
R.I.P.
The way we make personas isn’t working
3 things happen
1. comfort
we tend to make personas that are safe, comfortable, and familiar
2. labels
the descriptors of our humans
gender
gender
age
gender
age
name
3. bias
normal
"Joe Six-Pack is people just like me — work every day, pay their taxes." — Mohammad Khan, an immigrant from Bangladesh
"When I think Joe Six-Pack, I think of the hunter and his gun and his dog, and that's a definite white man out in the countryside,”
— Blanche Hake, a retired teacher
"The others are lazy. They don't work as hard, so that's where the Joe Six-Pack comes in. He's a hard-working white man."
— Margie Orr
1. comfort
1. comfort
2. labels
1. comfort
2. labels
3. bias
The way we construct personas allows us to introduce our own bias
person-nah’s?
JTBD
A 2-pronged Approach
Recognize and challenge your unconscious bias
a single story
Shift the focus of the persona
Market Segments
Personas
Personas
goalsmarket segments
Reframe
“How will this affect the way they use the product?”
Reframe
“How will this affect the way they use the product?”
63 years old larger font size
Qualitative Research
Personas are Intersectional
why bother?
REFERENCES
Persona Non Grata, Dan Saffer, August 17 2005
Personas are "empathy tools," not stereotypes, Sam Ladner, November 17 2008
A Closer Look At Personas: What They Are And How They Work (Part 1), Shlomo Goltz, August 6 2014
Resurrecting Dead Personas, Meg Dickey-Kurdziolek, July 26 2016
Designing for imaginary friends: information architecture, personas and the politics of user-centered design, Adrienne L. Massanari, June 12 2010
Is stereotyping inevitable when designing with personas?, Phil Turner and Susan Turner, July 27 2012
Crappy Personas vs. Robust Personas, Jared Spool, November 14 2007
The Inmates are Running the Asylum, Alan Cooper, January 1 1999
Reconciling market segments and personas, Cooper, May 15 2008
Ramya @rams_mahalingam
