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DESIGN 
WITH 
PERSONAS 
A LEAN 
APPROACH 
Davide ‘Folletto’ Casali
NIGHT.EU 
UX Redirector Advisor
@Folletto
THE PRODUCT/USER 
DISCONNECTION
The product shadow 
DISCONNECTION 1
A business at its core is a 
person helping another person.
To make that help scale 
we added layers: software.
That same software casts 
a shadow hiding the users.
Slowly, naturally, we consider 
the software as the end goal.
Design 
for Functions 
Design 
for Humans
The elastic user 
DISCONNECTION 2
user
user user
user user 
user
Implicit 
users 
Explicit 
users
“ 
”Alan Cooper 
The best way to successfully accommodate 
a variety of users is to design for specific 
types of individu...
1 
How 
do we keep 
the user in focus? 
2 
How 
do we keep 
the team aligned?
THE PERSONAS 
PERSPECTIVE
“ 
” 
If I’d asked people what they wanted, 
they’d have asked for a faster horse. 
Attributed to 
Henry Ford
ALSO REFERRED AS: 
The “I have no clue” quote
why?
faster horse 
? 
why 
+ 
INTERNET 
DELIVERIES 
AIRPLANES 
NEWSPAPERS 
LUNA PARKS 
= 
ETC…
Personas
“ 
”Alan Cooper 
Personas provide us with a precise way of 
thinking and communicating about how 
users behave, how they t...
Market 
Segment Personas
Behaviour Goal Why
THE EXTENDED JOURNEY 
THE CONTEXT BEYOND YOUR SERVICE 
Your Service 
Journey
Personas are 
not a deliverable 
(but one of the steps is a deliverable)
Consider personas 
as data synthesis 
(but yeah, personas are models)
Research 
Keep 
Researching 
Personas Use
DATA 
COLLECTION 
DATA 
CLUSTERING 
PERSONAS 
SHAPING 
PERSONAS 
WEIGHTS
But… they aren’t real!
PERSONAS 
DAY TO DAY
USE PERSONAS TO 
Design
USE PERSONAS TO 
Reference Data
USE PERSONAS TO 
Prioritize & Plan
USE PERSONAS TO 
Do Ticket Triage
THE WORDPRESS.COM 
CASE STUDY
R1 SPRINT 
4 weeks activity 
Plan 
Interviews 
Surveys 
Data Review 
Synthesis 
Personas
TOOLS USED 
Polldaddy 
Google Docs 
+ your internal collaboration tools
interviews 
survey 
new data 
data since 2011
Custom Shortcode Plugin 
[persona Santiago]
MAKE YOUR OWN 
PERSONAS SITE
POSTS CATEGORIES 
Atomized 
data points 
Matching 
the personas 
PAGES 
One for 
each persona
POSTS 
Atomized 
data points
CATEGORIES 
Matching 
the personas 
= 
Deborah Deborah 
PERSONA CATEGORY
PAGES 
One for 
each persona 
Photo 
Name 
Weight % 
Introduction paragraph 
Goals 
Pain points 
Quote 
Atomized Data
Display Posts Shortcode Plugin 
[display-posts category="deborah" posts_per_page="-1"] 
wordpress.org/plugins/display-post...
Atom of Data 
Atom of Data 
Atom of Data 
Atom of Data 
Atom of Data 
Home 
Persona 1 Persona 2 Persona 3
With every new research you 
atomize and link to persona.
Search…
“ 
” Bruno Munari 
To complicate is easy, to simplify is hard. 
To complicate, just add, 
everyone is able to complicate. ...
Thanks. 
@Folletto
Design with Personas: A Lean Approach
Design with Personas: A Lean Approach
Design with Personas: A Lean Approach
Design with Personas: A Lean Approach
Design with Personas: A Lean Approach
Design with Personas: A Lean Approach
Design with Personas: A Lean Approach
Design with Personas: A Lean Approach
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Design with Personas: A Lean Approach

WordCamp SF 2014 talk on the foundational principles of personas in design and development and a simple way to setup a WordPress site to support their diffusion.

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Design with Personas: A Lean Approach

  1. DESIGN WITH PERSONAS A LEAN APPROACH Davide ‘Folletto’ Casali
  2. NIGHT.EU UX Redirector Advisor
  3. @Folletto
  4. THE PRODUCT/USER DISCONNECTION
  5. The product shadow DISCONNECTION 1
  6. A business at its core is a person helping another person.
  7. To make that help scale we added layers: software.
  8. That same software casts a shadow hiding the users.
  9. Slowly, naturally, we consider the software as the end goal.
  10. Design for Functions Design for Humans
  11. The elastic user DISCONNECTION 2
  12. user
  13. user user
  14. user user user
  15. Implicit users Explicit users
  16. “ ”Alan Cooper The best way to successfully accommodate a variety of users is to design for specific types of individuals with specific needs.
  17. 1 How do we keep the user in focus? 2 How do we keep the team aligned?
  18. THE PERSONAS PERSPECTIVE
  19. “ ” If I’d asked people what they wanted, they’d have asked for a faster horse. Attributed to Henry Ford
  20. ALSO REFERRED AS: The “I have no clue” quote
  21. why?
  22. faster horse ? why + INTERNET DELIVERIES AIRPLANES NEWSPAPERS LUNA PARKS = ETC…
  23. Personas
  24. “ ”Alan Cooper Personas provide us with a precise way of thinking and communicating about how users behave, how they think, what they wish to accomplish, and why.
  25. Market Segment Personas
  26. Behaviour Goal Why
  27. THE EXTENDED JOURNEY THE CONTEXT BEYOND YOUR SERVICE Your Service Journey
  28. Personas are not a deliverable (but one of the steps is a deliverable)
  29. Consider personas as data synthesis (but yeah, personas are models)
  30. Research Keep Researching Personas Use
  31. DATA COLLECTION DATA CLUSTERING PERSONAS SHAPING PERSONAS WEIGHTS
  32. But… they aren’t real!
  33. PERSONAS DAY TO DAY
  34. USE PERSONAS TO Design
  35. USE PERSONAS TO Reference Data
  36. USE PERSONAS TO Prioritize & Plan
  37. USE PERSONAS TO Do Ticket Triage
  38. THE WORDPRESS.COM CASE STUDY
  39. R1 SPRINT 4 weeks activity Plan Interviews Surveys Data Review Synthesis Personas
  40. TOOLS USED Polldaddy Google Docs + your internal collaboration tools
  41. interviews survey new data data since 2011
  42. Custom Shortcode Plugin [persona Santiago]
  43. MAKE YOUR OWN PERSONAS SITE
  44. POSTS CATEGORIES Atomized data points Matching the personas PAGES One for each persona
  45. POSTS Atomized data points
  46. CATEGORIES Matching the personas = Deborah Deborah PERSONA CATEGORY
  47. PAGES One for each persona Photo Name Weight % Introduction paragraph Goals Pain points Quote Atomized Data
  48. Display Posts Shortcode Plugin [display-posts category="deborah" posts_per_page="-1"] wordpress.org/plugins/display-posts-shortcode/
  49. Atom of Data Atom of Data Atom of Data Atom of Data Atom of Data Home Persona 1 Persona 2 Persona 3
  50. With every new research you atomize and link to persona.
  51. Search…
  52. “ ” Bruno Munari To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify.
  53. Thanks. @Folletto

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