Toy Story: Persona driven design

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Toy Story Persona driven design

• Chetan Damani

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Meet Jackie

• Jackie
• She has just turned 34 year, is mother of 2 and
  lives in Brighton. Her son Stuart is about to
  turn 8 this month and she is on the look out for
  the ideal present, her budget is just under 100
  she is not keen on going over this limit and
  wants to try and get as much as she can for that.
  Jackie is a great mother and wants the best for
  her children. She is keen on buying something
  Stuart wants and wants to make sure the money she
  spends will be something that lasts and help him
  develop. Jackie works whilst Stuart is at school,
  and has free internet time during her work hours.
  Her main influencers for such purchases are other
  mums and her children.

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The design process
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How to start

• Step 1 The users

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How to start

• Step 1 The users

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How to start

• Step 2 What are their differences
• Monitor behaviours (observation and analytics)
• Alternativerly speak to business users who have
  daily contact or understand the users

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How to start

• Step 3 question the users
• Surveys, to find values, goals, likes,
  influencers
• Map out the users on 10-12 metrics

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How to start

• Step 4 Look for the patterns

User 3 User 4
User 4 User 5
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How to Start

• Step 5 Motivations (www)
• What are the needs of the user
• Why are they a user
• What is their situation

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How to finish

• Step 6 Create the personas
• Storyboards
• Pictures

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How to finish

• Step 7 Introductions and validation
• Introduce the personas to the whole team
• Holding workshops to validate your findings
• Ask if they recognise users behaviours,
  motivations and goals

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How to finish

• Step 8 Obtain buy-in
• Important to introduce and obtain buy in from the
  whole team
• Technical
• Business Heads
• Marketing
• Customers Service
• Others

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How to finish

• Step 9 Scenarios and user cases
• Identifying how the user will use the new site

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Finished ?

• Step 10 Evolve
• New data, after going live
• Usability tests
• Are the personas still valid with new information

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10 Steps
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A few tips

• Create a maximum of 5 personas
• Select a primary (design for) and secondary (meet
  the needs of) persona
• Persona process should be a max of 2 weeks until
  the first design
• Personas can drive more than design
• Persona alone will not generate great design

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Thank you
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