Personas: Our Imaginary Friends
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Transcript of Personas: Our Imaginary Friends
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Personasour imaginary friends
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BUZZ WORDSStart up
Lean UX Agile
Pivot Innovative
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A brief history of personas
Angus Jenkinson 1993
“CustomerPrints
Alan Cooper 1995-99
“Personas”
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–Kim Goodwin, “Perfecting your Personas” 2008
“Personas represent behavior patterns, not job descriptions.”
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My reasons to avoid personas
They aren’t created from real dataNo collaboration
Confused with customerNot used
Not validated
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Here’s what we did
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Product core team
Product managerDesignerLead developer
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Persona 1
6, 8, 5
Persona 2 !
11, 3
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Persona 1
6, 8, 5
Persona 2 !
11, 3
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Basic timeline
Week 1 Week 2
Plan Interview - 6 daysProcess data
Document
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Brendan
2.5%
13.5%
34% 34%
16%
Gus
Innovators Early adopters Early majority Late majority Laggards
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One more thing.Changing conversations
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Comics and stories
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Story mapping
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Story mapping
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Design studios
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Critiques
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“I was able to leave the store and attend my daughter’s Tae Kwan Do for the first time because now I have help - thanks to Snagajob.“
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Lesson learnedBringing imaginary friends to life
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Product core team
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Made from real data
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Put personas to work
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Don’t stop observing customers
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Essential Reading
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!Designing for the Digital Age:
How to Create Human-Centered Products and
Services !
by Kim Goodwin
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User Story Mapping!Discover the Whole
Story, Build the Right Product
!By Jeff Patton
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The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web
by Steve Mulder, Ziv Yaar