Bring Your Customers to Life With Personas - Tash Keuneman
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Transcript of Bring Your Customers to Life With Personas - Tash Keuneman
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#atlassian
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TASH KEUNEMAN • UX DESIGNER • ATLASSIAN • @TASHJ
Bringing your customers to lifeHow to build great products for them, not you
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“I have too many things to do and not enough time.”
Harvey does not identify as a technical person nor does he crave the latest gadgets. His assistant set up his blackberry. Harvey has a business or traditional design background HUK�KVLZU»[�\UKLYZ[HUK�[OL�[LJOUPJHSP[PLZ�VM�ZVM[^HYL�KL]LSVWTLU[��/L�Q\Z[�^HU[Z�Z[\ќ�[OH[�^VYRZ��/HY]L`�PZ�]LY`�RUV^SLKNLHISL�PU�OPZ�V^U�ÄLSK�HUK�PZ�OHWW`�[V�[HRL�YLJVT-mendations from William, Alana and Emma. However, if he feels software will risk their ZLJ\YP[`�VY�I\KNL[��VY�P[�[HRLZ�[VV�SVUN�[V�JVUÄN\YL��/HY]L`�PZ�X\PJR�[V�ZH`�UV��/HY]L`�uses email, social media channels and reads the news online. He craves predictability and control.
Harvey the Hesitant
His CompanyTEAM SIZE 20
COMPANY SIZE 1000
WORKS REMOTELY Occasionally
PURCHASING POWER Purchaser
SkillsTECH PROFICIENCY +�+�+�+�+
DESIGN +�+�+�+�+
PROGRAMMING +�+�+�+�+
SECURITY +�+�+�+�+
SUPPORT +�+�+�+�+
TESTING +�+�+�+�+
PROCESS EFFICIENCY +�+�+�+�+
ANALYTICS +�+�+�+�+
MANAGEMENT +�+�+�+�+
MARKETING +�+�+�+�+
DEV OPS +�+�+�+�+
NEW PRODUCT LOVE +�+�+�+�+
His Career“I want to make it to the top level of a company.”
Loves• Reliable products• Time saving tricks• Note taking apps• Great teams managers• Running
Hates• Agile• Paperwork• Software that updates � MYLX\LU[S`• Flash
Software & Languages • Evernote• 4PJYVZVM[�6ѝJL• Adobe Illustrator• Gmail• *VUÅ\LUJL
Hang Out Places• New York Times• Harvard Business Review• NPR
He Thinks Atlassian Is...Ants Seemingly chaotic but working towards a greater good
User Personas
Needs• Minimal fuss products• Things work smoothly together• :PTWSPÄLK�MLH[\YLZ• Only show me what’s
relevant
Goals• Put structure and protocols in my company• Maintain life/work
balance• Maintain leadership position
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H A R V E Y
Is this going to be good for us in the long run? I hope we’ve made the right choice.
/HY]L`�PZ�MHJ[\HS��YLZLY]LK��[OVYV\NO��HUK�IP[�YPZR�H]LYZL��/L�ULLKZ�[V�RUV^�HSS�[OL�facts before making a decision, and needs
to balance lots of competing priorities. He’s
]LY`�HKLW[�^P[O�ZWYLHKZOLL[Z��I\[�OL�KVLZU»[�PKLU[PM`�HZ�H�[LJOUPJHS�WLYZVU��/L�JYH]LZ�predictability and control, and sometimes
he’s a bit uncomfortable when it comes to
collaborating with workmates.
He tends to be the one to tick the box on
software purchases, but as long as teams are
LɉJPLU[��OL�KVLZU»[�JHYL�^OH[�[OL`�\ZL��;V�YLSH_��/HY]L`�^H[JOLZ�,UNSPZO�7YLTPLY�3LHN\L��HUK�OPZ�MH]V\YP[L�[OPUN�PZ�OPZ�2PUKSL�-PYL�
Appetite for leadership
Appetite for collaboration
Patience for problem-solving
A B O U T H A R V E Y H A R V E Y ’ S A T T I T U D E S
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@atlassian
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design.atlassian.com
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TASH KEUNEMAN • UX DESIGNER • ATLASSIAN • @TASHJ
Thank you!Want to know how to use personas?
See Sherif’s talk at 2pm ThursdayFor design workshops in action see Jay’s talk at 1:30pm today