User Personas - Who are your users?

A brief covering why personas are important and building proto-personas

Transcript

1. IDENTIFYING YOUR MAIN USER BASE
2. ” “When you design for your primary users, you end up delighting your primary user and satisfying your secondary user(s). If you design for everyone, you delight no one. That is the recipe for a mediocre product. Alan Cooper Cooper
3. • A representation of a user type • Based off of user research • Incorporates user goals, needs, and interests.
4. Marketing Personas Proto-persona Design Personas Broad range information Based on demographics GOOD: types of users GOOD: ROI potential BAD: product definition BAD: feature prioritization Educated guess of typical user Should be followed up with research GOOD: Basic Product definition GOOD:Basic Feature Prioritization BAD: ROI potential not realized Focused on: • User goals • Current behavior • Pain points Based on: • Real People • Field Research GOOD: Communicating insights & goals GOOD: Product Definition GOOD: Avoids the elastic user
5. • Proto-personas are a great way to quickly build empathy for the user • Identifies the realistic user types • Gets the team thinking about the users needs and challenges • Provides real tangible goals to meet • Helps to identify & eliminate fringe requirements
7. Typical Day Background Winning looks like Extra mile User Name What is their friction point How does it make them feel What does their commute look like What hours do they work What is their life’s ambition Is there a daily ritual What best serves their needs Will it make their life easier Does it have sticking points How will this make it better than XYZ? Think big! Age Job Title Company Relationship Status Family, Pets, etc Activities Type of car Income Archetype (example – “Straight Talker”)
8. Typical Day Background Winning looks like Extra mile Elys Cooper Son goes to public school and is an active mover. Teachers have had a history of reporting he is disruptive. Son gets good grades, completes his homework and finishes tests easily. Typical work day: 10 hours Typical commute: 50 minutes by train & bus Son goes to public school in San Francisco Daughter goes to pre-school on campus Macbook Air // iPad Pro // iPhone 6s Desires a school that allows freedom of movement for an active learner. Wants her kids to be challenged and think in new ways. Looking for creative transportation solutions or a location near work. Looking for a design thinking school Near work Bonus after school program near school and work 54yo Single Mother of 2 Senior Developer @ Facebook Lives in San Francisco, CA Works in Palo Alto, CA Son – 9yo // Daughter – 3yo Training for triathlon, photography, plays jazz sax “Driven by Data”
9. • Can be used to validate or disprove design decisions. • Allows us to vet and prioritize feature requests. • Are an inspiration in ideation. • Are a key element in critiques.