Avoiding Bullshit Personas

9bb074de66a96eeacd0b275ee10e57d3?s=47 boltpeters
March 12, 2012

Avoiding Bullshit Personas

SXSW 2012

9bb074de66a96eeacd0b275ee10e57d3?s=128

boltpeters

March 12, 2012
Tweet

Transcript

  1. Avoiding Bullshit Personas avoidbspersonas.com #bspersonas Stephanie Carter Jill Christ

  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. 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...
  4. None
  5. John is "the egg man." He enjoys sitting on cornflakes

    waiting for traffic and in gardens waiting for the sun. Tends to cry. #badpersonas
  6. “the user” = you

  7. “the user” = your mom

  8. “the user” = a bunch of different people (with stuff

    in common)
  9. “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
  10. “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
  11. 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...
  12. Over the wintry forest, winds howl in rage with no

    leaves to blow. by Soseki
  13. None
  14. “ needs to work for everybody”

  15. Who is everybody?

  16. Modular Personas

  17. personas without the B.S.

  18. I am a

  19. 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
  20. data personas

  21. data personas preparation the right synthesis communicated appropriately without the

    B.S.
  22. data personas preparation the right synthesis communicated appropriately without the

    B.S.
  23. surprises over trends

  24. None
  25. ask them to tell a story

  26. None
  27. None
  28. None
  29. have them define their words

  30. “what do you mean by freedom?”

  31. “what do you mean by freedom?” to a new career

    to travel the world away from the daily grind
  32. keep asking why

  33. - Aaron, user 12

  34. I was in prison for 12 years. When I got

    out, I didn’t know how to send email.” - Aaron, user 12
  35. data personas preparation the right synthesis communicated appropriately without the

    B.S.
  36. 1:3 rule

  37. define your dimensions

  38. define your dimensions

  39. Newbie Educator Student Freelancer Traditionalist

  40. Newbie ? Educator Student Freelancer Traditionalist

  41. Newbie ? Educator Student Freelancer Traditionalist http://www.whoisbolaji.com/n-is-for/newbie-erkle http://thetechtiger.blogspot.com/2010/12/newbie-spirit.html http://forexmersing.blogspot.com/2011/08/correct-position-sizes.html http://www.politicsforum.org/images/flame_warriors/flame_51.php

  42. define your dimensions

  43. ? define your dimensions

  44. don’t forget about the ‘why’

  45. the why is the motivation

  46. don’t be afraid to push the language

  47. people before personas

  48. apply your model to everyone

  49. rearrange and group

  50. avoidbspersonas.com #bspersonas

  51. data personas preparation the right synthesis communicated appropriately without the

    B.S.
  52. Over the wintry forest, winds howl in rage with no

    leaves to blow. by Soseki
  53. None
  54. Fluff is dangerous

  55. “What did the persona research say?”

  56. “What did the persona research say?”

  57. establishes a culture of asking

  58. None
  59. None
  60. Synthesize... one more time!

  61. None
  62. None
  63. to be vs. to do

  64. make it digestible

  65. and easy to share

  66. “what does this mean for my work?”

  67. discuss personally, small groups

  68. lunchtime is a neutral space

  69. data personas preparation the right synthesis communicated appropriately and used

    ^ without the B.S.
  70. 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
  71. http://creatingclassics.blogspot.com/2009/10/personas.html

  72. None
  73. “Who was Emily again?”

  74. don’t allow others to make stuff up

  75. 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
  76. 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
  77. 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..?”
  78. 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
  79. 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!
  80. active naming

  81. 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
  82. share direct research

  83. subtle details are important

  84. subtle details are important

  85. make it engaging

  86. I can do ... if you want me to

  87. None
  88. evangelize the personas

  89. “I’ve totally talked to people like that...” - Customer Service

  90. inform product directions establish a culture of asking communicated appropriately

    and used ^
  91. tactical and strategic

  92. queue the

  93. “the queue needs to work for everybody”

  94. “the queue needs to work for everybody” “everybody” = ME

    Photo Credit: Albert Watson
  95. so we tested it with our actual users

  96. None
  97. None
  98. “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?”
  99. “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?”
  100. “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?
  101. “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!
  102. None
  103. None
  104. None
  105. None
  106. Is this a design flaw?

  107. ... all the NAYs are “I can do if you

    want me to...”
  108. tactical and strategic

  109. use the personas to prioritize

  110. “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...
  111. None
  112. NYTimes.com What’s next?

  113. Are Modular Personas right for me?

  114. Each one of us has products and features that we

    want to make a difference.
  115. Maybe you’re overwhelmed with feature requests... Maybe you’re trying to

    figure out who everybody is...
  116. Don’t default to what is comfortable. Have the courage to

    dig into the messy lives of your users.
  117. “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
  118. If you care, you can put authentic things into the

    world.
  119. Thank you! Jill Christ @jillchrist Stephanie Carter @neonmauve #bspersonas avoidbspersonas.com