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Team personas: A new look at personas for the enterprise context

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Team personas allows us to think about users as teams, and looking at their goals and needs in context of their team. This is the slide deck from the case study by Julia Byron and Omkar Chandgadkar at the O'Reilly Design conference on January 22nd.

Publié dans : Design

Team personas: A new look at personas for the enterprise context

  1. 1. #teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar Team Personas A new look at personas for the enterprise context 1 Julia Byron Omkar Chandgadkar
  2. 2. #teampersona @juliazeebee @omkar_c © 2016 Julia Byron, Omkar Chandgadkar Which are your users? 2 or
  3. 3. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 3 Architect IT Manager Product manager Backend developers Testers Mobile app developers Our users: Teams that build mobile apps
  4. 4. #teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 4 Anna, the mobile app developer Brad, the web developer Archer, the architect xx Are you Anna or Brad? Flow for Anna Flow for Brad x x xx
  5. 5. #teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar “Our users are not like this” - Our product team 5
  6. 6. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 6 Individuals’ needs & goals influenced by their team Project manager Architect ClientDesigners Testers iOS developers Client’s developers Architect IT Manager Business manager Backend developers Testers Mobile app developers App owners Business analyst CTO CEO Backend developer Testers Frontend developers
  7. 7. #teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar “This is exactly how dev teams work” “Our users are not like this” 7 - Our product team - Our product team
  8. 8. #teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 8 Individual needs Team needs
  9. 9. #teampersona @juliazeebee @omkar_c © 2016 Julia Byron, Omkar Chandgadkar Who’s had problems communicating research outcomes? 9
  10. 10. #teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 10
  11. 11. #teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 11 “These charts are overwhelming” - Our product team
  12. 12. #teampersona @juliazeebee @omkar_c © 2016 Julia Byron, Omkar Chandgadkar We were thinking like travel writers... 12
  13. 13. #teampersona @juliazeebee @omkar_c © 2016 Julia Byron, Omkar Chandgadkar ...We needed to think like tour guides 13 - Alice Clark Follow us!
  14. 14. #teampersona @juliazeebee @omkar_c © 2016 Julia Byron, Omkar Chandgadkar It’s not about creating beautiful maps but the process of mapping. 14 - Todd Wilkens Follow us!
  15. 15. #teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar “Well Team Persona X cares about...” 15 “These charts are overwhelming” - Our product team - Our product team
  16. 16. #teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 16 Presenting maps Mapping together
  17. 17. #teampersona @juliazeebee @omkar_c © 2016 Julia Byron, Omkar Chandgadkar Did your personas get ignored during the design process? 17
  18. 18. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 18 Many voices, different interpretations Users need to trust their data’s secure with us Users need secure data Users want security scanning Users want security features
  19. 19. #teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 19 “I used to be a developer. Don’t waste time with research.” - Some very vocal members of our team
  20. 20. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 20 Got it! Okay! Great! Sounds good! Design Principle: “In this release, our users must be able to do ____ by ____” Many voices, different opinions
  21. 21. #teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar - Some very vocal members of our team 21 “I used to be a developer. Don’t waste time with research.” - Some very vocal members of our team “If we do that, we won’t meet the design principle”
  22. 22. #teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 22 User needs Measurable Principles
  23. 23. #teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 23 “This is exactly how dev teams work” “If we do that, we won’t meet the design principle” “Well Team Persona X cares about...” “Our users are not like this” “These charts are overwhelming” “I used to be a developer. Don’t waste time with research.”
  24. 24. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 24 Team personas involve… understanding users’ team dynamics mapping with colleagues using measurable principles
  25. 25. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 25 Team personas components
  26. 26. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 26 Data point + Implication (need statement or principle) Team personas components
  27. 27. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 27 Representative team name “Representative quote” Key members to focus on data point + resulting implications data point + resulting implications data point + resulting implications Overview - who they are, common goals, motivations, struggles Implications for your product team to consider Collaboration map- key data points + resulting implications Team persona overview
  28. 28. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 28 High level steps Representative quotes Tasks, opinions and collaboration Key members Implications for your product team to consider Team persona journey map
  29. 29. #teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 29 Team persona example
  30. 30. #teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 30 Steps for creating team personas
  31. 31. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c Steps for creating team personas 31 Interview target users & their whole teams Architect IT Manager Product manager Backend developers Testers Mobile app developers Team Interview Individual interview 1 Individual interview 2 Individual interview 3 Individual interview 4 Individual Interviews 1. User Interviews
  32. 32. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 32 1. User Interviews 2. Synthesize into team maps 1. User Interviews Steps for creating team personas
  33. 33. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 33 2. Synthesize into team maps 1. User Interviews 3. Combine team maps Steps for creating team personas Team Persona 1 Team Persona 2 Team Persona 3 Team Persona 4 Goal: Speed Dynamic: Team members wear many hats Goal: Security Dynamic: Many roles, silos Goal: Catch up Dynamic: Stretched resources Goal: Innovation Dynamic: Efficient, experts
  34. 34. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 34 2. Synthesize into team maps 4. Walk colleagues through data 1. User Interviews 3. Combine team maps Steps for creating team personas
  35. 35. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c Workshop: Insight generation Insights Questions 35 2. Synthesize into team maps 4. Walk colleagues through data 5. Discuss 1. User Interviews 3. Combine team maps Steps for creating team personas
  36. 36. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c Workshop: Insight generation Insights Questions 36 2. Synthesize into team maps 4. Walk colleagues through data 6. Come up with need statements 5. Discuss 1. User Interviews 3. Combine team maps Steps for creating team personas Developers need to try our product before buying so that they know that it offers everything they are looking for. Need Statement Developers cannot evaluate our tool before they provide recommendations. Insight
  37. 37. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 37 2. Synthesize into team maps 4. Walk colleagues through data 6. Come up with need statements 7. Come up with measurable principles 5. Discuss 1. User Interviews 3. Combine team maps Steps for creating team personas Users are forced to refer to multiple resources to set up authentication. Insight One stop shop: everything should be right there when you need it. Principle Workshop: Insight generation Insights Questions
  38. 38. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 38 Designing Team reviews Testing 2. Synthesize into team maps 4. Walk colleagues through data 6. Come up with opportunities 7. Come up with measurable principles 8. Continuously validate against principles 5. Discuss 1. User Interviews 3. Combine team maps Steps for creating team personas
  39. 39. #teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 39 Lessons learned
  40. 40. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 200-1000 Agency 4000 Manufacturing 10-15 Service 5,000-10,000 Healthcare 50,000+ Finance 50-200 Tech 50-200 Tech Group A Group B Group C Group D Group E Group F 200-1000 Agency 10-15 Service 50,000+ Finance 50-200 Tech Team Persona 1 Team Persona 2 Team Persona 3 Team Persona 4 Goal: Speed Dynamic: Team members wear many hats Goal: Security Dynamic: Many roles, silos Goal: Catch up Dynamic: Stretched resources Goal: Innovation Dynamic: Efficient, experts 40 Lessons learned Base on goals and team dynamics, not company size and type 2. Synthesize into team maps 1. User Interviews 3. Combine team maps
  41. 41. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 41 Lessons learned Adequate discussion & documentation of new concepts Workshop: Insight generation Insights Questions What’s the difference between continuous delivery & continuous integration?Does CI mean continuous integration? 2. Synthesize into team maps 4. Walk colleagues through data 5. Discuss 1. User Interviews 3. Combine team maps
  42. 42. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 42 Lessons learned Demonstrate analysis process if the team does not have background in research 2. Synthesize into team maps 4. Walk colleagues through data 6. Come up with opportunities 5. Discuss 1. User Interviews 3. Combine team maps Team Persona “A” struggles with ______ Insight User needs to _____ so that ______ Needs Make sure we _____ Measurable Principle Team Persona “A” works like ______ 7. Come up with measurable principles
  43. 43. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 43 Lessons learned Repetition- Focus every evaluation around principle If we get rid of that, it won’t be a one stop shop 2. Synthesize into team maps 4. Walk colleagues through data 6. Come up with opportunities 7. Come up with measurable principles 8. Continuously validate against principles 5. Discuss 1. User Interviews 3. Combine team maps
  44. 44. #teampersona @juliazeebee @omkar_c © 2017 Julia Byron, Omkar Chandgadkar 44 Mobile app developer Backend developer Lead What is the goal of your team? Flow for all team members working together, and knowing what others did. Lead can see the status
  45. 45. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 45 Team personas involve… understanding users’ team dynamics mapping with colleagues using measurable principles
  46. 46. © 2017 Julia Byron, Omkar Chandgadkar#teampersonas @juliazeebee @omkar_c 46 Team personas involve… understanding users’ team dynamics mapping with colleagues using measurable principles #teampersonas @juliazeebee @omkar_c Julia Zorzanello Byron, Omkar Chandgadkar

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