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A Quick Guide to Personas

A Quick Guide to Personas. Created by Morgan Caputo i n collaboration with The Product Path March, 2014. The Persona Process. You share the persona with everyone, to facilitate communication about your audience, product & goals. You start with a quick sketch of one archetypal user. .

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A Quick Guide to Personas

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  1. A Quick Guide to Personas Created by Morgan Caputo in collaboration with The Product Path March, 2014

  2. The Persona Process You share the persona with everyone, to facilitate communication about your audience, product & goals. You start with a quick sketch of one archetypal user. You turn a brainstorming session into a hypothesis thatyou can test. You validate the persona by meeting real users!

  3. Always begin by asking,What are we trying to do? You are making a persona about a user type …doing something with your product Average User Expert User New User Sharing photos with friends eSigning acontract Rentinga movie

  4. The Anatomy of a Persona Who is this guy? Write a character description • Job, marital status, kids, hobbies • Discuss tech usage • Expertise, as related to your product Name Title or Role Age Location Opportunities Fill in a sentence like… Make it easier for him to ________ Help him understand __________ Make him more efficient by______ What is he doing with your product? • Create task scenarios • Consider what he is trying to get done/what his goals are, as he uses your product. • What does he hate?

  5. Who is this person? ____________________________________________________________ ____________________________________________________________Tech usage ____________________________________________________________ ____________________________________________________________Expertise, as related to your product ____________________________________________________________ _______________________________Name _______________________________Title or Role _______________________________Age _______________________________Location Sketch a quick portrait What is she/he doing with your product? ____________________________________________________________Task scenario(s) and goals ____________________________________________________________ ____________________________________________________________What does she/he hate? ____________________________________________________________ ____________________________________________________________ Opportunities ____________________________________________________________“Make it easier for her/him to…” ____________________________________________________________ ____________________________________________________________“Help her/him understand…” ____________________________________________________________ ____________________________________________________________

  6. Validate and Iterate • Transform your brainstorming notes • Pull out themes and condense your sketch into an interesting story • Go out and meet real users! • You need to find the right type of users doing the thing you are studying • You can validate characteristics from your persona independently For instance, you might discover that you had the user’s age totally wrong, but you caught a ton of great pain points. • Look for patterns and evolve your personasYou can confirm or eliminate assumptions when you see a valid pattern in three or more users. Iterate to keep updating and validating your personas.

  7. Communicate Developers UX Sales Marketing Product Manager • Practically everyone can use personas • Use personas to develop empathy- your characters give everyone a story to talk around. • Open up communication about your audience, your product and your goals.

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