Never lose sight of the customer using personas
-
date post
14-Sep-2014 -
Category
Technology
-
view
543 -
download
1
description
Transcript of Never lose sight of the customer using personas
Never Lose Sight of the Customer
Dan Radigan Atlassian!
@danradigan
Why?
CREATE
CREATE VALUE
CREATE VALUE
TEST
CREATE VALUE
TEST
Defining Personas
Personas are fictitious, specific, concrete
representations of target users.- The Essential Persona Lifecycle, John Pruitt and Tamara Adlin”“
Personas will:• Improve products with targeted love for specific customers!• Increase the overall customer focus of the company!• Reduce team silos who work with the same customer profile!• Remain focused on actual customer needs and reduce internal
politics!• Increase our ability to empathize with our customers!• Make it easier to resolve issues
• Static documents!• Used in isolation!• A bunch of stats!• A replacement for user testing
What personas are not
The Software Team
Operate
Support!&!
Operations
Sell
Marketing
Make
Engineering
Product Management
Design
Validating a Persona
Hmm
• Demographics!• Motivations!• Concerns!• Competitive Landscape!• Adoption process!• Purchasing Role
Questions to ponder
Alex the Attendee
Contextual Inquiry
Customer!Interview
…EmailSurvey
Social!Networking
20 to 30
Communicating Outward
• Feature based personas!• Having one person do all the work!• Adding in your own bias!• Making them too easy!• Making assumptions without validating!• Selectively looking at the persona
Persona Pitfalls
Atlassian’s Journey
Work CodeIdeas
Code management and quality
Issue andproject tracking
Content collaborationand sharing
Ideas
WorkCode
Customer Experience
Alana the Aware
1000 people know her
Work CodeIdeas
Alana the Aware
Customer Experience
Work Work
+ TIME
What’s in it for me?
• Drives the creation of user stories!• Brainstorm features!• Prioritize features!• Key metrics for clear definition of success
Product Owners
• Personas drive design decisions. it’s about the customer.!
• Clearly communicate empathy!• Better user trials!
Product Designers
• Involve development in creating personas.!• Shared customer empathy!• Simplified data set!• Code is tighter with experience
Product Dev
"The personas are not useful, it's the
process and the tools that you use with
the personas, that's important.
I only understood the personas once I used
them in empathy maps and user journeys.
Up until then, they were just signs that I
had read."-An Atlassian Engineer”
“
• Customer Targeting!• Tighter value proposition with product!• Demo content!• Consistent language
Product Marketing
• No one is better to call your bluff…!• Support is the gut check on your personas. They don’t
shape them.
Product Support
Personas in Action
Ideal
Iteration MVP
Completing the Language
In review - personas will:• Improve products with targeted love for specific customers!• Increase the overall customer focus of the company!• Reduce team silos who work with the same customer profile!• Remain focused on actual customer needs and reduce internal
politics!• Increase our ability to empathize with our customers!• Make it easier to resolve issues
As Alana, I’d like to be able to track work by user persona because I want follow whose experience we’re making better by day.
8
Questions?Slides: TBD URL
Learn more: https://design.atlassian.com/