PERSONA LIFECYCLE

Ravishyam

OVERVIEW

Archetypical representation of target population Focus on end user segments Modeling Thinking Validation

WHY MODEL?

Determine Communicate Build consensus and commitment Measure Contribute

RESEARCH BASED PERSONAS

Surveys Market Research data Market segmentation models Contextual Enquiries/User Interviews SME inputs User Profiles

TYPES OF PERSONA

Primary Secondary Supplemental Customer Served Negative

USER GOALS and MOTIVATIONS

Visceral-Experience Goals Behavioral-End Goals Reflective-Life Goals

CONSTRUCTING SCENARIOS

Identify domain specific scenarios Identify environment specific scenarios Identify culture specific scenarios Identify Legal mandate scenarios Identify key scenarios from user research and observations Define success criteria

CONSTRUCTING PERSONAS

Identify behavioral variables. Map interview subjects to behavioral variables. Identify significant behavior patterns. Synthesize characteristics and relevant goals. Check for redundancy and completeness. Expand description of attributes and behaviors. Designate persona types.

VALIDATING PERSONAS

Pitch each persona against relevant scenarios Develop wireframes and prototypes covering key scenarios and usage criteria Validate the wireframe and usage criteria against each scenario coupled with persona (how would Mr. Xanders react to this scenario, will he be able to accept this solution? Can there be a better solution?

STEPPING THROUGH PERSONAS

Dos and Donts

DOs Construct Personas from research data Communicate the research data and Personas to all stakeholders, get a buy in Iterate Personas over a period of time on continuous user research Don'ts Avoid secondary personas Avoid Personas for sake of personas

PERSONA LIFECYCLE