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Proto Personas
16 Nov, 2016
Proto Personas
Quick exploration of what we know about our users.
They are not full, research backed personas.
What you know
What you don’t
About your users
Why Proto Personas
● Fits well in iterative Agile environment
● Gives our team a common design target
● Useful in the recruiting process for usability studies
● Helps in training of new recruits
After Creating Proto Personas
Validate and Refine the proto-personas by
interviewing and observing real users
The inverse of risk
is knowledge
Agenda
Identify
● 15 mins
● Who uses our website
Attribute Profiling
● 1 hour
● Describe your users
Spectrum Profiling
● 20 mins
● How user use the website
Personification
● 10 mins
● Make the personas concrete
SwitchMe
SwitchMe is an end-to-end service that helps
people transfer their Home Loan. Let us do
everything for you while you continue with
your life, uninterrupted
Identify the
Types of Users
Purpose
● Determine the criteria that makes
each type distinct
● Prioritize groups
Activity - Identification & Segmentation
Name the various kinds of people who can use our service. 5 mins
Put each kind of user on its own sticky note
User Roles
A user role describes the relationship the
user has with SwitchMe.
Example, for a pizza company, user roles
would be: Price conscious pizza buyer,
Daytime pizza buyer
User Types
User Types are different kinds of people who
use the website.
Example for a pizza company, College
Students, Working professionals etc.
Place it on the wall cluster, group, and eliminate duplicates as needed 5 mins
Activity - Prioritization
Which of these user types are more critical that we support to achieve
our business objectives?
2-3 as focal and rest are not so important
5 mins
Attribute
Profiling
Purpose
Describe the types of users who use
the website
● What are the common, average,
or dominant characteristics?
● These characteristics should
meaningfully and make each type
of user different than the others
Activity 5 mins
+ 5 mins
Demographics and environment
● Gender
● Age
● Professions
● Size of population as a percentage or
raw number (best guess)
● Tech skills/internet usage/uses devices
● Subject matter expertise
● Behavior
● Beliefs
Any other characteristic which differentiates this group from
everyone else
Activity 5 mins
+ 5 mins
Needs, Goals and Motivations
While you were trying to switch home loan, what made a good
day? What motivates you to switch home loan with SwitchMe?
● I have to _______
● I need to _______
● I desire to _______
Frustrations and Pain Points
● I find _______ difficult
● I am frustrated by _______
● I would be able to do a better a job if _______ was
different
● ________ ruins my day
Activity 5 mins
+ 5 mins
Design Imperatives
what does our website/product/service has to do in order to
make them happy and successful?
Spectrum Profiling
Purpose
● List the activities they’re using
SwitchMe for
● Rate the user on each activity
spectrum
Activity 5 mins +
5 mins
List all General Attributes & Activities a user can do or has to do
Activity 5 mins +
5 mins
List all Specific Activities that this user type would do
Personification
Purpose
Personifying makes each user type
more a more concrete and tangible
example
● Name
● Label
● Quote
Activities
15 mins
Personify
For each type of user determine
● Draw a sketch
● Name
● Descriptive label 2-4 words
● Strong quote in ‘their own words’
Thanks!
References
Books & Courses:
● About Face (Alan Cooper)
● LeanUX (Jeff Gothelf & Josh Seiden)
● The UX Team of One (Leah Buley)
● UX Research & Prototyping (Elizabeth
Gerber)
Workshops:
● Pragmatic Personas: Putting the User
back in User Stories (Jeff Patton)
● Pragmatic Personas (David Hussman)
Articles:
● Ad-Hoc Personas & Empathetic Focus
(Don Norman)
● Using Proto-Personas for Executive
Alignment (Jeff Gothelf)
● Avoiding Half-baked Personas (Todd
Elliot)
● Reducing costs with Proto-Personas
● Assumption Personas: Handle with
care (Jonathan Browne)

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Proto Persona Workshop

  • 2. Proto Personas Quick exploration of what we know about our users. They are not full, research backed personas. What you know What you don’t About your users
  • 3. Why Proto Personas ● Fits well in iterative Agile environment ● Gives our team a common design target ● Useful in the recruiting process for usability studies ● Helps in training of new recruits
  • 4. After Creating Proto Personas Validate and Refine the proto-personas by interviewing and observing real users The inverse of risk is knowledge
  • 5. Agenda Identify ● 15 mins ● Who uses our website Attribute Profiling ● 1 hour ● Describe your users Spectrum Profiling ● 20 mins ● How user use the website Personification ● 10 mins ● Make the personas concrete
  • 6. SwitchMe SwitchMe is an end-to-end service that helps people transfer their Home Loan. Let us do everything for you while you continue with your life, uninterrupted
  • 7. Identify the Types of Users Purpose ● Determine the criteria that makes each type distinct ● Prioritize groups
  • 8. Activity - Identification & Segmentation Name the various kinds of people who can use our service. 5 mins Put each kind of user on its own sticky note User Roles A user role describes the relationship the user has with SwitchMe. Example, for a pizza company, user roles would be: Price conscious pizza buyer, Daytime pizza buyer User Types User Types are different kinds of people who use the website. Example for a pizza company, College Students, Working professionals etc. Place it on the wall cluster, group, and eliminate duplicates as needed 5 mins
  • 9. Activity - Prioritization Which of these user types are more critical that we support to achieve our business objectives? 2-3 as focal and rest are not so important 5 mins
  • 10. Attribute Profiling Purpose Describe the types of users who use the website ● What are the common, average, or dominant characteristics? ● These characteristics should meaningfully and make each type of user different than the others
  • 11. Activity 5 mins + 5 mins Demographics and environment ● Gender ● Age ● Professions ● Size of population as a percentage or raw number (best guess) ● Tech skills/internet usage/uses devices ● Subject matter expertise ● Behavior ● Beliefs Any other characteristic which differentiates this group from everyone else
  • 12. Activity 5 mins + 5 mins Needs, Goals and Motivations While you were trying to switch home loan, what made a good day? What motivates you to switch home loan with SwitchMe? ● I have to _______ ● I need to _______ ● I desire to _______ Frustrations and Pain Points ● I find _______ difficult ● I am frustrated by _______ ● I would be able to do a better a job if _______ was different ● ________ ruins my day
  • 13. Activity 5 mins + 5 mins Design Imperatives what does our website/product/service has to do in order to make them happy and successful?
  • 14. Spectrum Profiling Purpose ● List the activities they’re using SwitchMe for ● Rate the user on each activity spectrum
  • 15. Activity 5 mins + 5 mins List all General Attributes & Activities a user can do or has to do
  • 16. Activity 5 mins + 5 mins List all Specific Activities that this user type would do
  • 17. Personification Purpose Personifying makes each user type more a more concrete and tangible example ● Name ● Label ● Quote
  • 18. Activities 15 mins Personify For each type of user determine ● Draw a sketch ● Name ● Descriptive label 2-4 words ● Strong quote in ‘their own words’
  • 20. References Books & Courses: ● About Face (Alan Cooper) ● LeanUX (Jeff Gothelf & Josh Seiden) ● The UX Team of One (Leah Buley) ● UX Research & Prototyping (Elizabeth Gerber) Workshops: ● Pragmatic Personas: Putting the User back in User Stories (Jeff Patton) ● Pragmatic Personas (David Hussman) Articles: ● Ad-Hoc Personas & Empathetic Focus (Don Norman) ● Using Proto-Personas for Executive Alignment (Jeff Gothelf) ● Avoiding Half-baked Personas (Todd Elliot) ● Reducing costs with Proto-Personas ● Assumption Personas: Handle with care (Jonathan Browne)