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Avoiding Bullshit Personas

boltpeters
March 12, 2012

Avoiding Bullshit Personas

SXSW 2012

boltpeters

March 12, 2012
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  1. 1. Ashley – The Relationship Builder The most important of

    our personas, Ashley was born and raised outside Boise, Idaho, and in 1992 she moved to the Bay Area with her brother. She’s now a full-time mom of 1-year- old Cameron. Her husband Todd works as a union contractor installing sprinkler systems and likes to amuse Ashley with his ability to juggle and do card tricks. Ashley maintains a family blog chock full of photos for her family back in Boise and participates in a discussion board for moms on Yahoo! Groups. Lots of her friends are on Facebook, so she spends a few minutes here and there writing messages throughout the day...
  2. 1. Ashley – The Relationship Builder The most important of

    our personas, Ashley was born and raised outside Boise, Idaho, and in 1992 she moved to the Bay Area with her brother. She’s now a full-time mom of 1-year- old Cameron. Her husband Todd works as a union contractor installing sprinkler systems and likes to amuse Ashley with his ability to juggle and do card tricks. Ashley maintains a family blog chock full of photos for her family back in Boise and participates in a discussion board for moms on Yahoo! Groups. Lots of her friends are on Facebook, so she spends a few minutes here and there writing messages throughout the day...
  3. John is "the egg man." He enjoys sitting on cornflakes

    waiting for traffic and in gardens waiting for the sun. Tends to cry. #badpersonas
  4. “Personas are not real people, but they represent them throughout

    the design process. They are hypothetical archetypes of actual users. Although they are imaginary, they are defined with significant rigor and precision.” - Alan Cooper, The Inmates Are Running the Asylum, 2004
  5. “Personas are not real people, but they represent them throughout

    the design process. They are hypothetical archetypes of actual users. Although they are imaginary, they are defined with significant rigor and precision.” - Alan Cooper, The Inmates Are Running the Asylum, 2004
  6. 1. Ashley – The Relationship Builder The most important of

    our personas, Ashley was born and raised outside Boise, Idaho, and in 1992 she moved to the Bay Area with her brother. She’s now a full-time mom of 1-year- old Cameron. Her husband Todd works as a union contractor installing sprinkler systems and likes to amuse Ashley with his ability to juggle and do card tricks. Ashley maintains a family blog chock full of photos for her family back in Boise and participates in a discussion board for moms on Yahoo! Groups. Lots of her friends are on Facebook, so she spends a few minutes here and there writing messages throughout the day...
  7. I am a I want to be a I can

    do ... if you want me to I’m not a ... but I need to do I really like doing
  8. “what do you mean by freedom?” to a new career

    to travel the world away from the daily grind
  9. I was in prison for 12 years. When I got

    out, I didn’t know how to send email.” - Aaron, user 12
  10. First Names Angela Dan Peter Kim Rob Rhymes Sam I

    am a Maria I wanna be a Clyde on the Side Behavior I want to be a I am I can do I like to do I’m not a but I need to do Numbered 1 2 3 Relevant Labels Hunter Chameleon Underdog Extra Jack Situation Aspirational- Career Switcher Jack of all trades Hobbyist Hash Tag #iwan2b #iama
  11. First Names Angela Dan Peter Kim Rob Rhymes Sam I

    am a Maria I wanna be a Clyde on the Side Behavior I want to be a I am I can do I like to do I’m not a but I need to do Numbered 1 2 3 Relevant Labels Hunter Chameleon Underdog Extra Jack Situation Aspirational- Career Switcher Jack of all trades Hobbyist Hash Tag #iwan2b #iama
  12. First Names Angela Dan Peter Kim Rob Rhymes Sam I

    am a Maria I wanna be a Clyde on the Side Behavior I want to be a I am I can do I like to do I’m not a but I need to do Numbered 1 2 3 Relevant Labels Hunter Chameleon Underdog Extra Jack Situation Aspirational- Career Switcher Jack of all trades Hobbyist Hash Tag #iwan2b #iama
  13. First Names Angela Dan Peter Kim Rob Rhymes Sam I

    am a Maria I wanna be a Clyde on the Side Behavior I want to be a I am I can do I like to do I’m not a but I need to do Numbered 1 2 3 Relevant Labels Hunter Chameleon Underdog Extra Jack Situation Aspirational- Career Switcher Jack of all trades Hobbyist Hash Tag #iwan2b #iama “Wait, that’s not Hunter..?”
  14. First Names Angela Dan Peter Kim Rob Rhymes Sam I

    am a Maria I wanna be a Clyde on the Side Behavior I want to be a I am I can do I like to do I’m not a but I need to do Numbered 1 2 3 Relevant Labels Hunter Chameleon Underdog Extra Jack Situation Aspirational- Career Switcher Jack of all trades Hobbyist Hash Tag #iwan2b #iama
  15. First Names Angela Dan Peter Kim Rob Rhymes Sam I

    am a Maria I wanna be a Clyde on the Side Behavior I want to be a I am I can do I like to do I’m not a but I need to do Numbered 1 2 3 Relevant Labels Hunter Chameleon Underdog Extra Jack Situation Aspirational- Career Switcher Jack of all trades Hobbyist Hash Tag #iwan2b #iama winner!
  16. I am a I want to be a I can

    do ... if you want me to I’m not a ... but I need to do I really like doing
  17. “Hey, that’s just what I was asking for...” “I’d just

    use ‘my course history’... I just want to log in and finish what I’ve been working on.. Get in and get out.” “Is the queue new?”
  18. “Hey, that’s just what I was asking for...” YAY! “I’d

    just use ‘my course history’... I just want to log in and finish what I’ve been working on.. Get in and get out.” “Is the queue new?”
  19. “I’d just use ‘my course history’... I just want to

    log in and finish what I’ve been working on.. Get in and get out.” “Is the queue new?” “Hey, that’s just what I was asking for...” YAY! HUH?
  20. “I’d just use ‘my course history’... I just want to

    log in and finish what I’ve been working on.. Get in and get out.” “Is the queue new?” “Hey, that’s just what I was asking for...” YAY! HUH? NAY!
  21. “it would be cool if...” “I think our users would

    want...” “it would be cool if...” “I think our users would want...” “it would be cool if...” “I think our users would want...” “it would be cool if...” “I think our users would want...” “it would be cool if...” “I think our users would want...” “I think our users would want...” “it would be cool if...” stop making stuff you think is cool...
  22. Don’t default to what is comfortable. Have the courage to

    dig into the messy lives of your users.
  23. “his eye is not on the facts at all... he

    does not care whether the things he says describe reality correctly.” - Bullshit by Harry Frankfurt