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Personas Design MONDAY
| Date post: | 27-Jan-2015 |
| Category: |
Design |
| Upload: | nvn-studios |
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Personas
Design MONDAY
Why personas?
« the persona method is a defence against automated thinking. »
!Lene Nielsen
http://www.interaction-design.org/encyclopedia/personas.html
« A tool for empathy » !
A random empathic designer
« ROI 4 times higher » !
Forrester Research
Persona Meaning Mask in Latin
Persona (one of) Alan Cooper definition(s) :
« Personas are composite archetypes based on behavioral data gathered from the many actual users encountered in
ethnographic interviews. »
Archetype ≠
Stereotype
Behavioral data
Listen mostly to albums
Listen mostly to playlists
Email to friends
Share publicly
Listen with friends Listen alone
« Composite characters »
Averaging
Compositing
Goal-oriented personas
Collect music, consider
music as art
Have fun, party.
Listen for the mood, the
effect.
Share music to keep in
contact, send as a present.
Reputation, public profile.
Have a good companion.
Goal-oriented personas
Collect music, consider
music as art
Have fun, party.
Listen for the mood, the
effect.
Share music to keep in contact, send as a
present.
Reputation, public profile.
Have a good companion.
Goal-oriented personas
Collect music, consider music as art
Have fun, party.
Listen for the mood, the effect.Share music to keep in contact, send as a present.
Reputation, public profile.
Have a good companion.
Jack Serious listener
Michele Social listener
Primary persona Secondary persona
« a useful abstraction. »
The purpose is to move from designers seeing the user as a
stereotype with whom they are unable to identify and whose life they cannot envision, to
designers actively involving themselves in the lives of the
personas. !!
Nielsen, Lene (2013)
The engaging perspective
■ What do I need to know about the context of my characters? ■ Do I understand their culture? ■ Do I understand the rhythms, the beliefs, the attitudes that are part of that culture? ■ Have I met, talked to, and spent time with people in that culture? ■ Do I understand ways that they are similar to, and different from the way I am? !Linda Seger in “Creating Unforgettable Characters.” !
Personas as Characters
If we want to engage with personas, they need to be credible
Personas as Characters
“Finding the backstory is a process of discovery. The writer needs to work back and forth constantly—asking questions about the past to further understand the present. This process continues throughout the writing of the story. Backstory continually enriches, expands, and deepens the character. It is often the key to creating a credible character.” !Linda Seger in “Creating Unforgettable Characters.”
« The problem is the tendency to regard personas as untouchable
because of all of the work that went into creating them. »
Proto-personas Jeff Gothelf, in Lean UX
Proto-personas Jeff Gothelf, in Lean UX
Assumptions (Proto) personas BUILD LEARN
Short iterations
A Compromise?
Research personas BUILD LEARN
Short iterations
Not considering the interviews a finished step, go back to the users, refine the personas based on the real product test
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