what a persona is psychologically and how to design them for service and product design.

1. on persona
and their design.
david walczyk
design | psychoanalysis

2. Jung on persona...

3. ter·gi·ver·sate /tərˈjivərˌsāt/
“to change repeatedly one's
attitude or opinions with
respect to a cause, subject,
etc.; equivocate.”
2011 word of the year...

4. Probe!
Creation...

5. Probe!

6. When you’RE talkING about
SOMEONE’S persona...
you’re also talking about
your own projection.

7. Persona is about participation...
or @ least the
perception of it.

8. Persona
connects you to something bigger,
even if you become smaller.

9. Personas
translate experience into new forms.
They mediate.

10. Personas are a
ground
relationship.
who are the people in your neighborhood?

11. All personas are metaphors.

12. Social
Media
shapes persona.
literally!

13. In it’s simplest form, persona is always...
futurepast
collective
individual
orienting
(space)
and
happening
(time).

14. Creation...

15. Ask yourself...
Who are my customers?
There are three categories...
primary, secondary, and tertiary.
Give them names...

17. Then ask yourself...
What are the similarities and differences
between each category?
AND...
What are the needs of each category?

20. Finally...
FORMALIZE
and
SITUATE EACH CATEGORY OF PERSONA
in relation to your service.

23. Personas...
are then used to help guide
(but not determine)
the design of your service.

24. Remember...
Organizational goals tend to trump user
needs.
Don’t get carried away...
Just because someone says they want something
doesn’t mean you have to give it to them...

25. Thanks!
David Walczyk
david@davidwalczyk.com
davidwalczyk.com