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Who is the User in Your Stories

As a [user], I want to.../nIf you've written requirements as stories, you are probably very familiar with this phrase, but who exactly is the user we are talking about? Very often we resort to generic role titles. You've likely found that many conversations still revolve around, "I think we should" rather than about what your target users would need./nIn the absence of having real users give feedback on a regular basis, we often resort to abstractions such as market segments, but it is very difficult to make detailed design decisions based on broad segments./nPersonas solve this problem by creating a realistic profile that represents a segment. In this presentation, I'll outline what personas are, why they are useful, and how to create them./nBy the end, you will have techniques you can use immediately to create assumptive personas and start focusing your team.

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Who is the User in Your Stories

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  1. Who is the user in your stories? Jeremy Kriegel UX Manager, CIDC

  2. As a [user], I want [goal], so that [value].

  3. $$ like…

  4. I think… I think… I think… I think… I think… I think… I think… I think… I think… I think… and that’s final I think… I think… I think… I think… I think…

  5. “ There's zero correlation between being the best talker and having the best ideas. - Susan Cain Author, Quiet ”

  6. Ask them! Engage *

  7. Segmentations

  8. Demographics • Male • 35-44 • Married with 1.8 kids • $75K-90K • College graduates • 86% Caucasian • Born in the USA

  9. Firmographics • Automotive engineer • 15 years experience • Specializes in aerodynamics

  10. Psychographics • Ambitious, self-reliant, competitive • Value hard work, recognition • Running, gym, movies • 56% liberal, 40% conservative

  11. Behavioral • Regular users • Avg use of 6.3x/week • Accounts with 2-3 competitors • Activity increases around back-to-school

  12. Segment Persona

  13. Focus

  14. Innovation comes… from saying no to 1,000 things to make sure we don’t get on the wrong track or try to do too much. We’re always thinking about new markets we could enter, but it’s only by saying no that you can concentrate on the things that are really important. -Steve Jobs http://www.businessweek.com/bwdaily/dnflash/oct2004/nf20041012_4018_PG2_db083.htm

  15. Empathy

  16. Consensus

  17. Quantitative

  18. Ideally Combine • Validate qualitative with quantitative • Flesh out quantitative with qualitative

  19. What differentiates? • Goals • Demographics • Activities • Behaviors • Other?

  20. Tell their story • Use the data • Make them believable • Rounded, but not distracting

  21. Persona Priority Name & Picture Summary & Quote Story Demographics User Goals Summary Business Goals Summary

  22. lousuSi – BXOS !nteractive! http://www.behance.net/gallery/Monster-Persona-Cards/1208889

  23. What we don’t know What we know

  24. Start with What You Know

  25. Assumptive Personas

  26. Business Goals

  27. Biz Goal Biz Goal Biz Goal persona persona persona persona Story Story Story Story Story Story Story Story Story

  28. Brainstorm Profiles/Roles

  29. Create a big list • High level description • What differentiates them? • Goals • Demographics • Behaviors

  30. Winnow Personas • Are any close enough to be identical? • If I satisfy A, do I also satisfy B?

  31. Map Personas to Biz Goals • A persona can support more than one goal

  32. Prioritize Personas

  33. Define Personas

  34. Persona Definitions • Persona goals • Business goals • Story • Context • Behaviors • Barriers • Demographics, psychographics, firmographics

  35. Persona pictures

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