This document appears to be a series of tweets and posts by Jurgen Spangl discussing the transition at Atlassian from an engineering-led process to an experience-led process where design plays a more central role. Some key points discussed include establishing true triads between engineering, design, and product management; making sure responsibilities are clearly defined; and focusing on listening to users and delivering the best possible experience.
41. @JURGENSPANGL
Customer journey
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42. @JURGENSPANGL
Personas: from administrators to users
William HarveyAlana Emma
William the Wise
Loves
• Challenges
• Programming languages
• New tech products
•
•
•
Hates
• Bad or slow processes
•
when he needs it
•
•
•
Places that
matter
•
• Reddit
Company
• Team size:
• Company size:
• Work remotely:
User Personas
Needs
• Less admin work
•
• Evidence that change is
good
•
•
Goals
•
and community
• Feel accomplished at the
•
•
“I’m obsessed with technology.”
done, and he usually knows how to do it. Nothing irritates him more than needless admin.
-
Software
• JIRA
•
•
Languages
• Java
• Javascript
• Ruby
“I have too many things to do and not enough tim
Harvey does not identify as a technical person nor does he crave the
Harvey has a business or traditional design background and doesn’
technicalities of software development. He just wants stuff that work
take recommendations from William, Alana and Emma. However, if h
He craves predictability and control. He runs to de-stress. Harvey th
ant’s nest. Seemingly chaotic but working to a greater good.
Harvey the Hesitant
Loves
• Reliable products
• Time saving tricks
• Note taking apps
•
•
•
Hates
• Agile
• Software that updates
• Flash
•
•
Places that
matter
• The Wall Street Journal
• Harvard Business Review
Com
• Tea
• Com
• Wo
User Personas
Needs
• Minimal fuss products
• Things work smoothly
together
•
• Only show me what’s
relevant
Goa
• Put
proto
• Ma
bala
•
•
Software
• Gmail
•
•
Languages
•
•
•
“The worst thing you can do is waste my time.”
Alana is a great people herder and works diligently until the project is a success. Alana
is very ambitious and her organisation skills allows her to drive any project forward. She
understands technology, how it works and then some, although she has no ambition to
be a developer again. Alana has a personal blog that often overlaps with her thoughts on
her industry. She thinks Atlassian is a dragon, a vehicle for greatness, but only if it does
what she says.
Alana the Aware
Loves
• Huge projects
• Responsibility
• Working with talented
people
•
•
Hates
• When shit doesn’t work
• Old processes
• People that don’t have a
can-do attitude
• Red tape
•
Places that
Matter
• Brain Pickings
• TechMeme
Company
• Team size:
• Company size:
• Work remotely:
User Personas
Needs
• I want problems solved
fast
• Track projects and teams
• Automate the boring stuff
•
•
Goals
• Get to the next career
leap
• Leave work at work
• My team is using the
best practices and
software available
Software
•
• JIRA
• Evernote
Languages
• Java
• CSS
• HTML
“I want to learn as mu
keen to take things on. Emma
know as much as William the
an early adopter and frequentl
theory of Agile but needs more
everywhere. Emma has an Ets
is an old dog, loyal but can oft
Emma the Eag
Loves
• Beautiful software
• Organising social events
with her colleagues
• Quick wins
•
•
Hates
• Hitting road blocks
• Clunky and enterprise
software
• Legacy code
•
•
User Personas
Software
• Trello
• GitHub
• JIRA
Languages
• Javascript
• CSS
•
Ryan the Ready
User Personas
“I strive for beauty in my work.”
Cassie the Creative has some technical knowledge but prefers to focus on aesthetics, not
pixels. Cassie is happy to learn new tech-heavy products as long as they’re a pleasure to
learn. For Cassie, quality is more important than deadlines. She knows some CSS and
HTML.
Cassie the Creative
User Personas
“I have a range of interests and technology is one of them. I want
to lead a balanced life.”
Max the Mainstream’s aim is to leave for home on time so that he can cycle, spend
passions and hobbies.
Max the Mainstream
User Personas
“I love organising huge
Sameer the Social is a marketi
couple of years. Sameer spins
plays to his strengths and ofte
smaller events. He is spread th
events and updates the websi
ness and buy in for cross prod
Sameer the Soc
User Personas
RyanMax Cassie Sameer
44. How likely are you to recommend <product>
to a friend or family?
1 2 3 4 5 6 7 8 9 101
DETRACTORS PASSIVES PROMOTERS
% Promoters - % Detractors Net Promoter Score (NPS)