10. Personas are fictitious, specific, concrete
representations of target users.
- The Essential Persona Lifecycle, John Pruitt and Tamara Adlin
”
“
11. Personas will:
• Improve products with targeted love for specific customers!
• Increase the overall customer focus of the company!
• Reduce team silos who work with the same customer profile!
• Remain focused on actual customer needs and reduce internal
politics!
• Increase our ability to empathize with our customers!
• Make it easier to resolve issues
12. • Static documents!
• Used in isolation!
• A bunch of stats!
• A replacement for user testing
What personas are not
29. • Feature based personas!
• Having one person do all the work!
• Adding in your own bias!
• Making them too easy!
• Making assumptions without validating!
• Selectively looking at the persona
Persona Pitfalls
40. • Drives the creation of user stories!
• Brainstorm features!
• Prioritize features!
• Key metrics for clear definition of success
Product Owners
41. • Personas drive design decisions. it’s about the
customer.!
• Clearly communicate empathy!
• Better user trials!
Product Designers
42. • Involve development in creating personas.!
• Shared customer empathy!
• Simplified data set!
• Code is tighter with experience
Product Dev
43. "The personas are not useful, it's the
process and the tools that you use with
the personas, that's important.
I only understood the personas once I used
them in empathy maps and user journeys.
Up until then, they were just signs that I
had read."
-An Atlassian Engineer”
“
44. • Customer Targeting!
• Tighter value proposition with product!
• Demo content!
• Consistent language
Product Marketing
45. • No one is better to call your bluff…!
• Support is the gut check on your personas. They don’t
shape them.
Product Support
55. In review - personas will:
• Improve products with targeted love for specific customers!
• Increase the overall customer focus of the company!
• Reduce team silos who work with the same customer profile!
• Remain focused on actual customer needs and reduce internal
politics!
• Increase our ability to empathize with our customers!
• Make it easier to resolve issues
56. As Alana, I’d like
to be able to track
work by user
persona because I
want follow whose
experience we’re
making better by day.
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