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How to Really Get Started <br />so Personas Can Help You Succeed<br />Personas 101<br />
intro<br />“You can’t solve a problem with the same thinking that created it.”<br />Albert Einstein<br />2<br />
agenda	<br /><ul><li>What is a persona?
Why invest in persona(s) creation and use?
How do you use persona(s)?
What is the structure of a persona?
How do you create a persona? (Steps 1-2-3-4)
Key takeaways</li></ul>3<br />
what is a persona<br />A model or a representation … <br /><ul><li>Goals
Attitudes
Behaviors</li></ul>… of a user …<br />… and/or buyer …<br />… that remains conspicuous in the minds of those who design, b...
why do we invest in personas<br /><ul><li>To focus on “real” people we want to use or buy the products
To help in communicating the same information to all members of the team, reducing interpretation
To help in making the decisions about where to invest real $$ in the development (for users) and marketing (for buyers) pr...
how do you use personas<br /><ul><li>Improve decisions
Strategy – what behaviors and/or actions are most </li></ul>		important to drive business goals<br /><ul><li>Spending – wh...
Metrics – what are expected behaviors and success measures
Results?
Change misconceptions about market segments
Stop design debates
Effective marketing messages & programs </li></ul>6<br />
persona structure<br />How many?<br /><ul><li>4-6 user
4-6 buyer</li></ul>Audience<br /><ul><li>Technical
Financial
End-user</li></ul>It’s about value, not number!<br />7<br />
persona structure<br />Many formats!<br /><ul><li>Common to have one-two page narrative with image (a 19-page persona is a...
Bullets work fine, if that is acceptable style</li></ul>Don’t confuse market segment with market persona!<br />8<br />
getting started…1-2-3-4 steps<br />Involve many colleagues<br />Research<br />Analyze & write<br />Communicate & use<br />...
10<br /><ul><li>Led by product management (user) & </li></ul>	product marketing (buyer) <br /><ul><li>Executives
Marketing
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Personas 101

Personas 101: An overview on how to "really" get started with writing personas for practical use in your product management & product marketing role.

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Personas 101

  1. 1. How to Really Get Started <br />so Personas Can Help You Succeed<br />Personas 101<br />
  2. 2. intro<br />“You can’t solve a problem with the same thinking that created it.”<br />Albert Einstein<br />2<br />
  3. 3. agenda <br /><ul><li>What is a persona?
  4. 4. Why invest in persona(s) creation and use?
  5. 5. How do you use persona(s)?
  6. 6. What is the structure of a persona?
  7. 7. How do you create a persona? (Steps 1-2-3-4)
  8. 8. Key takeaways</li></ul>3<br />
  9. 9. what is a persona<br />A model or a representation … <br /><ul><li>Goals
  10. 10. Attitudes
  11. 11. Behaviors</li></ul>… of a user …<br />… and/or buyer …<br />… that remains conspicuous in the minds of those who design, build, and market products<br />4<br />
  12. 12. why do we invest in personas<br /><ul><li>To focus on “real” people we want to use or buy the products
  13. 13. To help in communicating the same information to all members of the team, reducing interpretation
  14. 14. To help in making the decisions about where to invest real $$ in the development (for users) and marketing (for buyers) processes</li></ul>5<br />
  15. 15. how do you use personas<br /><ul><li>Improve decisions
  16. 16. Strategy – what behaviors and/or actions are most </li></ul> important to drive business goals<br /><ul><li>Spending – what are the priorities for investment
  17. 17. Metrics – what are expected behaviors and success measures
  18. 18. Results?
  19. 19. Change misconceptions about market segments
  20. 20. Stop design debates
  21. 21. Effective marketing messages & programs </li></ul>6<br />
  22. 22. persona structure<br />How many?<br /><ul><li>4-6 user
  23. 23. 4-6 buyer</li></ul>Audience<br /><ul><li>Technical
  24. 24. Financial
  25. 25. End-user</li></ul>It’s about value, not number!<br />7<br />
  26. 26. persona structure<br />Many formats!<br /><ul><li>Common to have one-two page narrative with image (a 19-page persona is a book!)
  27. 27. Bullets work fine, if that is acceptable style</li></ul>Don’t confuse market segment with market persona!<br />8<br />
  28. 28. getting started…1-2-3-4 steps<br />Involve many colleagues<br />Research<br />Analyze & write<br />Communicate & use<br />9<br />
  29. 29. 10<br /><ul><li>Led by product management (user) & </li></ul> product marketing (buyer) <br /><ul><li>Executives
  30. 30. Marketing
  31. 31. Development/Designers
  32. 32. Business analysts
  33. 33. UI team
  34. 34. Sales
  35. 35. Customer support</li></ul>step 1 - involvement<br />
  36. 36. step 2 - research<br /><ul><li>Types
  37. 37. Most common
  38. 38. Interviews
  39. 39. In person
  40. 40. phone
  41. 41. Field study
  42. 42. Case study reviews
  43. 43. Mystery shopping/shadowing
  44. 44. Third-party contextual</li></ul>11<br />
  45. 45. step 2 - research<br />Where do you find them<br /><ul><li>Not customers!
  46. 46. Comb company CRM data
  47. 47. “Friends & family” list
  48. 48. Mine Social media resources
  49. 49. Internet search
  50. 50. Facebook (better for consumer-based products)
  51. 51. LinkedIn
  52. 52. Twitter</li></ul>12<br />
  53. 53. step 2 - questions to ask of all personas<br />What do they like?<br />How long have they been in their role?<br />What activities do they engage in?<br />What knowledge & skills are required?<br />Overview of their organization<br /><ul><li>Relationship to others
  54. 54. Key initiatives underway</li></ul>What are their goals?<br />What problems do they face?<br />What is their ideal solution?<br />Who makes the decisions?<br />Budgeting process/authority/approvals?<br />13<br />
  55. 55. step 2 - questions to ask of all personas<br />How do they learn about solutions?<br /><ul><li>Analysts
  56. 56. Industry publications, trade associations, conferences
  57. 57. Vendors
  58. 58. Internet searches
  59. 59. Colleagues/recommendations
  60. 60. Internal
  61. 61. External
  62. 62. Social media
  63. 63. Other influences!</li></ul>14<br />
  64. 64. step 2 - user persona questions <br />What are they trying to do?<br />How do they do it now?<br />Who do they do it with?<br />What do they want? (their vision)<br />What are they willing to give up?<br />Ask for A/B priority choices<br />What competitive products do you like? Why?<br />What would stop you from implementing …?<br />(in person) Ask for a show & tell<br />15<br />
  65. 65. step 2 - buyer persona questions<br /><ul><li>Obstacles that interfere with success
  66. 66. Attitudes or beliefs that stop them from purchasing your product
  67. 67. What metrics matter to them?
  68. 68. What metrics do they use?
  69. 69. What are their alternatives to purchasing your product?
  70. 70. What alternatives do they use to solve their problem?
  71. 71. Role/influence in the decision process
  72. 72. What have they seen they like/dislike?
  73. 73. What did they see/hear that moved them to action? Why?</li></ul>16<br />
  74. 74. step 2 - be prepared<br />17<br />
  75. 75. step 2 - be prepared<br />18<br />
  76. 76. step 2 - be prepared<br />19<br />
  77. 77. step 2 - be prepared<br />20<br />
  78. 78. step 3 - putting them all together<br /><ul><li>Write up each visit
  79. 79. Look at your research
  80. 80. Post-it exercise = great tool!
  81. 81. Develop personas
  82. 82. Word doc is fine!
  83. 83. Narrative, short paragraphs
  84. 84. Salient details for audience’s understanding
  85. 85. Picture is critical!
  86. 86. Test them
  87. 87. Revise if persona isn’t supported
  88. 88. Test them
  89. 89. Revise if persona isn’t supported
  90. 90. Test them again</li></ul>21<br />
  91. 91. step 3 – “persona mapping”<br />22<br />
  92. 92. step 3 – samples: end user<br />http://www2.sims.berkeley.edu/courses/final-projects/travelite/design_business.htm<br />23<br />
  93. 93. step 3 – samples: end user<br />24<br />
  94. 94. step 3 – samples: buyer<br />http://www.small-biz-marketing-tips.com/buyer-persona.html<br />25<br />
  95. 95. step 3 – samples: buyer<br />http://www.steptwo.com.au/papers/kmc_personas<br />26<br />
  96. 96. <ul><li>Communicate/share the personas
  97. 97. What programs/marketing artifacts can benefit from the changes learned?
  98. 98. Web site
  99. 99. Sales presentations and brochures
  100. 100. Trade show booth
  101. 101. Targeted campaigns
  102. 102. How will product management help development incorporate?
  103. 103. User stories in agile environments
  104. 104. Prioritization lists for roadmaps
  105. 105. What will Sales do differently? Customer support? Executive Leadership?</li></ul>step 4 - closing the loop<br />27<br />
  106. 106. key takeaways<br />Personas only add value if you invest time in their development<br /><ul><li>Must be based on real life, with supporting data</li></ul>Personas only add value if they are “living” reference points<br /><ul><li>If they become shelfware, don’t bother</li></ul>Personas are not meant to be a magic bullet<br /><ul><li>Still need to invest in the other research and other business, technology, design, marketing & sales principles. They will not solve all the problems</li></ul>Your persona effort will not succeed without leadership team support. Period. No further discussion needed.<br />28<br />
  107. 107. what else?<br />29<br />
  108. 108. contact me<br />Jennifer Doctor<br /><ul><li>Blog: http://www.outsideinview.com</li></ul>(look for this ppt & resource links )<br /><ul><li>E-mail: jidoctor@hotmail.com
  109. 109. On Twitter: @jidoctor
  110. 110. LinkedIn: http://www.linkedin.com/in/jidoctor
  111. 111. Phone: 612-965-0033</li></ul>30<br />

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