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Designing With Personas

Week 5 Prezi

Miriam Verburg

on 5 October 2012

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Transcript of Designing With Personas

How do I use Personas for design? ...and should I? There is some debate as to the
value of Personas for design Useful for marketing but not for making "....personas have been absorbed into the marketing of software more successfully than the building of it. Therefore I'll suggest that we should not use those picture-profiles of our intended end users as a cover for the fact that we have no real idea what will work for them." Not an accurate reflection of the users reality "The reason is that it’s a great tool to get people to start thinking about the thing they are building in terms of users but in my experience, personas tend to be overly optimistic. They describe the best-case scenario for the perfect user who is incredibly enthusiastic about the system." Some solutions: Make sure real user data is included in your personas - persona
- user role
- user study data Use layered approach: Separate design constraints from content and marketing requirements. Why Layers? Layers help designers see what the narrative is communicating about the design requirements. Jim is a huge football fan. A graduate of a trade program who does shift work, he logs on to the sports betting sites from his phone, during downtime at work to see how his team is doing. His friend mike told him about the league and this is his first season participating as a manager.

He does his trading and wagering at home after work, on a desktop computer that he's had since college. Top layer: Persona Super user, or power user for a fantasy football league website and app. Middle: User role Over 60% of site activity is attributed to users who create and manage teams during the NFL season.
Not big on social media and usually learn about the site through word of mouth.
Typically they work in a professional labor capacity or in middle-management.
They are usually 2 - 4 years behind the trend in terms of device and system ownership. Foundation: User data So what are personas good for? De-personalize the design process. We're not try to satisfy the boss, or keep the programmers from getting annoyed. We're working for 'Jim'.* Example: "Jim" doesn't need a Facebook 'Like' button. It may be a marketing requirement, but Jim won't care either way. *This only works to the extent that leadership is willing to let personas be used for design, and not just marketing. Today we're going to play with personas Split into groups of 3 Take a persona from the pile Interpretation and analysis Step 1: Decide which parts of the persona include design data and which are marketing or content. Briefly list each design feature or requirement.

If it can relate to a marketing or content goal, make sure that is noted. Example: Jim checks on his smartphone


Design goal: Updates are brief not more then 200 characters.


Content goal: Make sure there is something good for Jim to easily read on his phone. Step 2: Design strategy Make a list of features, or design constraints you think are required for this user. Step 3: Justification Finally Present your list to the class and make sure you connect each feature to an aspect of the persona you were working from. Some tips: Who • What • Where • How Focus on the real Goal of the exercise:
Guide strategic decisions about a product’s focus,
Enable better tactical-level design decisions, and
Help make inevitable design trade-offs
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