How do you get everybody in your company to understand who is using your product - especially if you're not 100% certain yourself? You've got out of the building and talked to your customers, but how do you communicate what you learned when you get back? Persona - research-based examples of the people who use your product - help teams understand customers and deliver the features that they really need. This workshop shows you how to get the whole team involved in user research. We work through an example scenario showing you how to build persona incrementally. You'll learn practical techniques for integrating persona with lean approaches to product strategy and development.

1. Incremental
Persona
UX Scotland, June 18 2014
Adrian Howard (@adrianh)
quietstars.com

2. Hello!

3. Schedule
0830 - 0900 Registration (30m)
0900 – 1030 Part 1 (90m)
1030 - 1100 Tea / coffee (30m)
1100 - 1230 Part 2 (90m)
1230 - 1330 Lunch (60m)

4. Ask questions

5. Don't have to copy
the slides

6. Chatham House Rule
applies please

7. “When a meeting, or part thereof, is
held under the Chatham House Rule,
participants are free to use the
information received, but neither the
identity nor the affiliation of the
speaker(s), nor that of any other
participant, may be revealed”

8. Disclaimer: Eh?

9. I ♥ feedback

11. Swear Jar

12. (obligatory cute animal slide)

13. Who are you?

14. Exercise: Persona…
• Why?
• What?
• How?
• When?
• Who?

15. http://www.slideshare.net/toddwarfel/data-driven-personas

16. Alignment

17. Inspiration

18. Communication

19. Empathy

20. http://www.slideshare.net/toddwarfel/data-driven-personas

21. Exercise:
Problems with
Persona

22. http://www.slideshare.net/toddwarfel/data-driven-personas

23. Personas are to Persona
Descriptions as Vacations are
to Souvenir Picture Albums
!
Jared Spool

24. Today you found a
startup!

25. We’re the X for Y!

26. Exercise:
Elevator pitch

27. Incremental Persona
1. Define
2.Refine
3. Realign

28. 1. Define

29. http://www.slideshare.net/clevergirl/luxr-oneday-workshop/73

31. Exercise: Generate
Ad-hoc:
• Behaviours
• Demographics
• Needs
• Goals
Empathy map:
• Think/Feel
• Say
• Hear
• Do
• Pain/Gain

32. Exercise:
Group aspects

33. Exercise:
The scale of
truthiness

34. 2. Refine

36. 3. Realign

37. Realign:
• Split
• Merge
• Discard
• Refocus
• Drive
• Generate

38. Storytime

39. https://www.flickr.com/photos/library_of_congress/2163462230/

40. https://www.flickr.com/photos/powerhouse_museum/3876631361/

41. Incremental Persona
1. Define
2.Refine
3. Realign

42. The Good, the Bad
& the Ugly

43. Naive teams forget
refine & realign

44. Teams need
pushing to realign

45. Organisations still
need to buy into
value of persona

46. Integrated
researchers

47. Continuous
research

48. Lets you get people
starting quickly &
cheaply

49. Whole team
approach eases
adoption

50. Discourages
set & forget
persona

51. Embraces change

52. @adrianh
quietstars.com
slideshare.net/adrianh
adrianh@quietstars.com
Thank You
And any questions?