2. About the presenter
25 years in technical communications, specializing in software documentation
Senior Information Developer,
Vertex Inc. in Berwyn, PA
2011 STC Associate Fellow
Multiple STC Summit Awards over 10 year period
Judge in local and international STC Summit Awards over 12 year period
Information Architecture Institute
Usability Professionals Association
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3. What about you
Share a little about
yourself.
Share your reasons for
coming to this
conference.
Any first time attendees
here.
Share your expectations
for this session.
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4. Agenda
What are personas?
Documentation development lifecycle and
personas
Personas and shared understanding
Personas and customer intimacy
Persona development lifecycle
An example persona
Questions & answers
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5. Defining terms
User experience (UX) –"a
person's perceptions and
responses that result from
the use of a product, system
or service.” (ISO 9241-210).
Customer intimacy – close
partnership, intertwined
relationship (DNA).
Preferred content – content
of first choice.
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6. What are personas?
•
Introducing personas
•
Why are personas important?
•
The missing link
•
Technical Communication Body of
Knowledge (TCBOK)
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7. Introducing personas
Like characters on a
stage, personas are not
actual people.
“Personas are fictitious,
specific, and concrete
representations of target
users.” (Aldin/Pruitt)
Personas help address the
needs of a large group of
customers by focusing on
a fictional representation.
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8. Introducing personas
Personas are User-Centered Design tools that put
a face on your user. Personas illustrate a user’s
story using your product, service, or content.
“Summarize your user research findings to
understand your target audience.” (Jahagirtdar and
Martin)
“Represent a type of user. Includes a concise
summary of general characteristics of the user,
goals and tasks, and pain points.” (UPA-BOK)
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9. Persona community
Community of people who
use your product, service, or
content.
Context and motivation.
Primary persona.
Secondary persona.
Stakeholders persona.
Focus on 1-3 personas,
prioritized for importance.
(Olsen)
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10. Why are personas important?
Technical communicators
use audience analysis
and skill requirements.
Skills to use software in
perfect world.
Focuses only on “what”
users do, but not “how,”
“when,” and “why.”
Provides one dimensional
understanding.
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11. The missing link
No real-world context or
motivation.
Missing the “day-in-the-
life” description of
customer.
Missing real-world factors
that impact how
customers use your
content (multiple projects,
priorities, stress).
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12. Technical Communication
Body of Knowledge (TCBOK)
STC Technical Communication
Body of Knowledge (TCBOK)
http://tcbok.editme.com
/Personas
STC interviewed members to
create personas. Fictional
representations for STC TCBOK.
Review the persona community
for TCBOK.
Show persona for Senior
Technical Writer.
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13. A sampling of TCBOK Personas
Caroline Landry: Lead
Writer in a Company Moving
into International Markets
Consuela Roehl: Technical
Communicator Whose
Responsibilities are Being
Outsourced
Eric Hernandez: High
School Student Planning
Technical Communication
Career
Jimmy Chin: College Student Planning
Technical Communication Career
Kate Watkins: Information Development
Manager Creating a Technical
Communication Department for the
Company
Linda Atesh: IT Practitioner Wanting to
Change to a Technical Writer Career
Randy Green: Technical Writer Wanting
to Stay Current
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14. Caroline, Senior Technical Writer
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15. Caroline scenarios
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16. Caroline tasks
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17. Personas and TCBOK UX
Personas in TCBOK are:
Development tool to
create TCBOK.
Navigation tool to help
users find information.
Personas are a bridge
between target audience for
TCBOK and content on site.
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18. A closer look: your thoughts?
Questions?
Comments?
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19. Documentation Lifecycle and personas
•
Beginning with personas
•
Sources for customer research
•
Stages of Documentation Development
Lifecycle (DDL)
•
Path to preferred content
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20. Beginning with personas
Customer research helps
frame your customer’s
story performing tasks
using your product,
service, or content.
What does a “day-in-the-
life” of your customer look
like?
Talk to customer-facing
staff to identify and
understand customers.
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21. Sources for customer research
Customer facing staff
(Sales, Consulting,
Product Support)
Conference calls
Social media
Focus groups
Surveys
Site visits
Documentation mailbox
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22. Storytelling
Stories in UX
Explain research
ideas.
Engage the
imagination and spark
new ideas.
Create shared
understanding.
Persuade.
(Quesenbery/Brooks)
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23. Storytelling
Stories: Personas in
motion
Provide context.
Provide motivation/goals.
Type of stories.
Context or situation.
Springboard stories
(typical predicament).
“Points of pain” stories.
(Quesenbery/Brooks)
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24. Bill, the Programmer persona
Programmer’s Guide
Design, code, and test programs,
systems analysis.
Juggling multiple, high priority
projects. Time is at a premium.
Wants quick overview material with
ability to scan for details. Does not
read dense material.
Technology savvy, uses RSSs.
Likes online help.
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25. Stages of Documentation Development Lifecycle (DDL)
Requirements analysis
Documentation planning
Writing
Reviewing
Production
Archiving
(Jahagirdar & Martin)
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26. Benefits of personas
for documentation
Focuses writers on users and
their goals.
Encourages consensus among
stakeholders and SMEs for
content and level of detail.
Enables all stakeholders to
make better decisions.
Provides ongoing connection
point to customers.
(Jahagirdar & Martin)
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27. Path to preferred content
Personas provide a more
focused view of customer.
Your content can connect
more closely with real-world
customer work context.
More focused content
enhances customer success
in performing a real-time task.
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28. A closer look: your thoughts?
Questions?
Comments?
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29. Personas and
shared understanding
• Personas as prism of focus across your
organization
• Engage stakeholders in the fabric of persona
attributes
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30. Personas as prism of focus
across your organization
Articulate antidotal
knowledge about
customer.
Identify misconceptions
about customer.
Identify gaps in
understanding customer.
Breaks down silos of
customer knowledge
within organization.
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31. Engage stakeholders in
the fabric of persona attributes
Encourages clear communication,
open dialogue, and collaboration. as
part of customer service.
Brings customers to
stakeholder conversations for
product decisions.
All organizational stakeholders
can contribute to personas,
based on their experience.
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32. Personas as tool for
customer intimacy
• Customer intimacy starts with personas
• Personas as avenue for ongoing dialogue
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33. Customer intimacy starts
with personas
Personas demonstrate you
want to understand the
customer’s world on a
deeper level.
Personas show active
commitment to customer
success.
Personas show integrity of
effort in applying knowledge
to design of product and
service.
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34. Personas as avenue
for ongoing dialogue
Customer dialogue
encourages trust and a more
intimate partnership.
Partnership with customer
opens new avenues for
innovative solutions and
increased engagement.
Co-develop product, services,
or content with customer
community.
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35. A closer look: your thoughts?
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Questions?
Comments?
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36. Persona Development Lifecycle
• Persona family planning
• Persona conception and gestation
• Persona birth and maturation
• Persona adulthood
• Persona lifetime achievement, reuse, and
retirement
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37. 1. Persona family planning
Identify the business
problem or need to be
solved.
Identify the user research
and data sources that
paint picture of customer.
Form cross-functional
team to create personas.
(Aldin/Pruitt)
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38. 2. Personas conception
and gestation
Define number of
personas needed.
Define the qualities and
descriptive elements to
include.
Prioritize and validate
personas.
Decide when personas
are complete.
(Aldin/Pruitt)
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39. 3.Personas birth and maturation
UCD: Include needs and wants
of end users of a product or
service at each step of the
design process.
Introduce personas and the
method for creating them to
your organization.
Maintaining foundation
documents to track evolution
of personas.
(Aldin/Pruitt)
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40. 4. Personas adulthood
Use personas in support
of your product or
service:
Design.
Development.
Evaluation.
(Aldin/Pruitt)
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41. 5.Personas lifetime achievement,
reuse, and retirement
Measure success of
persona effort in your
project.
Evaluate any reuse
possibilities.
Revise personas, as
needed.
Retire personas, as
needed.
(Aldin/Pruitt)
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42. A closer look: your thoughts?
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Questions?
Comments?
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43. A persona example
•
Hang’em High (HEH) for the iPad
•
A brief walk-through for creating and
applying personas
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44. Clark Software Inc.
About Clark
Clark Software Inc. is a Los
Angeles-based company that
specializes in game software.
Clark is among the top 15 gaming
companies in U.S.
Clark wants to broaden global
customer base.
Research shows a new hangman
craze that is the latest rage
among college students.
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45. Hang’em High (HEH) for the iPad
Clark’s Family Planning
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Identify business and
user experience goals
for HEH.
Identify brand goals for
HEH.
Identify important
differentiators for HEH.
Millennial generation
(born in the 1980s and
are now ages 18-28) are
target audience.
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46. 1. Family Planning for
Hang’em High (HEH)
Business goals:
Create initial downloads
of 500K in first week.
Capture 20% U.S.
college market by year
end.
Capture 10% European
college market by year
end.
User experience goals:
Engaging entertainment
plus increasingly complex
learning levels.
Interactive and
challenging: Play against
iPad or another person.
Introduce unexpected
treats or “Easter eggs”
within levels of play.
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47. 2. Persona conception
for Hang’em High (HEH)
Identify ad hoc personas.
Use baseline knowledge and
existing assumptions about
a target user.
Starting point for
conversation.
Confirm and adjust as you
gather more user data.
Add target user needs and
wants.
(Aldin/Pruitt)
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48. Ad hoc personas for
Hang’em High (HEH)
Stage of life How games fit in
Current college
student.
Recent college
graduate or new
professional in early
stages of career.
Young professional
who has been working
for 3+ years.
Occasional game player.
Social or recreational
game player.
Competitive game player.
Obsessive game player.
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49. Persona conception
for Hang’em High (HEH)
Gather data about target
user.
Process source data
about target user.
Demographics.
Technological.
Internet usage.
Environments.
Lifestyle.
Roles.
Goals.
Needs.
Desires.
Tasks. (Jahagirdar and
Martin)
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50. Cluster data into categories
Key demographic
assumptions
Key assumptions
about games
Millennials are very tech
savvy and expect
transparency in accessing
various technologies.
A very wired generation.
Millennials want high
interactivity and
engagement with the use of
technology.
(S. Klime)
Video games, iPads,
cell phones: games
are available anytime,
anywhere.
High level of
interactivity
Need a high level of
the unexpected during
game.
Social event for many.
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51. Persona conception
for Hang’em High (HEH)
Create skeletons.
Skeletons are short, bulleted
list of data for each category
of user.
Skeletons :
Help you transition to
specific details.
Demonstrate key findings
of user
research/discussions to
stakeholders.
(Aldin/Pruitt)
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52. Skeletons for Hang’em High (HEH)
Tom, current college student:
Male, age 18-21.
Talks games with friends - social
forum.
Play games with friends, mostly
remotely through iPad.
Uses iPad to access Internet on
the go.
Games are almost around the
clock entertainment alone or in
small groups.
Ann, young working
professional:
Female, age 21-24.
Played more games in
college, now only
occasionally or with her old
college friends.
3 + years work experience.
Beginning to focus on
career.
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53. Persona gestation
for Hang’em High (HEH)
Prioritize skeletons.
Gather stakeholders together to
prioritize skeletons against
business goals.
Some key factors to evaluate:
Frequency of use.
Size of market.
Historical or potential revenue.
Strategic importance.
(Aldin/Pruitt)
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54. Persona gestation
for Hang’em High (HEH)
Tom, current college
student
Ann, young career
professional
Clark stakeholders indicate
that Tom:
Is typical of their gaming
customers demographic.
Fits in to Clark’s “Games-
on-the-Go” campaign.
Represents a great
revenue opportunity.
Clark stakeholders indicate that
Ann:
Is a more secondary
demographic.
May fit into Clark’s “Games-
on-the-Go” campaign with a
focus on working
professionals.
Represents a growth area for
Clark.
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55. Persona gestation
for Hang’em High (HEH)
Clark stakeholders
selected Tom as the
primary persona.
Develop Tom skeleton
into a persona.
Tom persona is
snapshot of this type
of user.
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56. Persona gestation
for Tom (HEH)
Tom skeleton Tom, sketch persona
Tom, college student, age 18-
25
Talks games with friends -
social forum.
Play games with friends,
mostly remotely through
iPad.
Uses iPad to access Internet
on the go.
Almost around the clock
entertainment alone or in small
groups.
Tom, 19, is a sophomore college student.
He is a marketing major, which combines his
energy for connecting with people with a
hunger to use the latest technologies.
Tom goes to the Student Union between
classes and plays HEH with friends across
campus. He has a bet with a friend that he
can reach HEH advanced level 5 today.
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57. Persona gestation
for Hang’em High (HEH)
Validate personas.
Review against original data
sources.
Customer facing employees
or internal experts in your
organization.
Representative users can
review each persona.
Site visits for reality checks.
Survey or interviews.
(Aldin/Pruitt)
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58. 3. Persona Birth and Maturation
for Hang’em High (HEH)
First steps with personas
Introduce User Centered Design
(UCD) and concept/benefits of
personas.
Target audience for HEH:
Development
Marketing
Executive Leadership
Documentation
Assign a handler or manager for
each persona.
Team feedback enhances persona
details.
(Adlin/Pruitt)
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59. Persona Birth and Maturation
for Hang’em High (HEH)
Get ready for personas!
Create some energy about
personas within your company.
Posters or give-aways
One-page persona descriptions
Persona communication
constellation - show how product
or service connects to personas.
Create central repository for a
personas.
Executive summary map.
(Adlin/Pruitt)
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60. 4. Persona Adulthood
for Hang’em High (HEH)
Introducing Tom
The Tom persona becomes an
active participant in product,
service, or content design.
The Tom persona should be
used in:
Product planning
Exploring design decisions
Evaluating design decisions
Supporting the product
(Adlin/Pruitt)
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61. Persona Adulthood
for Hang’em High (HEH)
Tom and documentation
You’re creating help for HEH
application.
Use Tom for a reality check.
Based on Clark research, Tom
wouldn’t want:
Large help system.
Cumbersome guide in PDF
format.
Paper job aids.
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62. Content for Tom
Interactive, game-like help.
Deliver content via RSS,
web, or Twitter.
Short content snippets –
searchable FAQs.
Online community of HEH
gamers.
Ability to contribute his
content to help.
Short videos – Tom is a big
YouTube fan.
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63. 5. Persona lifetime achievement and retirement for Hang’em High
Evaluate ROI for personas in
project:
Were personas helpful?
Has user focus improved?
Has product improved?
Has process improved?
Actual cost for developing
personas?
Reuse, revise, or retire?
(Adlin/Pruitt)
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64. Persona lifetime achievement and
retirement for Hang’em High(HEH)
Tom served Clark Software
well. They have become
more user-centered as a
company.
Clark Software processes
and individual team
decisions were much more
focused and deliberate.
Clark saved a lot of
development resources and
delivered a better product.
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65. Summary
What are personas?
Documentation development lifecycle and personas
Personas and shared understanding
Personas and customer intimacy
Persona development lifecycle
A persona example
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66. Questions & Answers
Thanks for your
attention and
conversation.
Any questions or
comments?
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67. My contact information
l You are welcome to contact me
with questions and comments.
l Email:
donn.deboard@vertexinc.
com
l LinkedIn:
http://www.linkedin.com/
in/donndeboard
l Twitter: @donndeboard
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68. For More Information
(No byline). “Storyboards, scenarios, Design Personas. ”Design Crux.
http://www.dessigncrux.netfirms.comn/designex_story
board.html.
Adlin, Tamara and Jon Pruitt. Persona Lifecycle: Your Guide to Building and
Using Personas, Morgan Kaufmann and Elsevier, Inc. 2010.
http://www.elsevierdirect.com.
Cooper, Alan. “Journal: A blog about design, business, and the world we live in.”
http://www.cooper.com/journal;/204/`1/using_personas_
to_create_user.html.
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69. For More Information
Eizans, Daniel. “Context as a Content Strategy,”
Internet User Experience 2010, July 26, 2010.
http://www.slideshare.net/danieleizans/context-as-a-
content-strategy-creating-more-meaningful-web-
experiences-through-contextual-filtering.htm.
Hughes, Mike. “Personas as User Assistance and Navigation Aids.” UXMatters,
http://www.uxmatters.com/mt/archives/2010/06/personas-
as-u-assistance-and-navigation.html.
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70. For More Information
Interaction-Design Encyclopedia http://www.interaction-design.org/
Jahagirtdar, Niranjan and Arun Joseph Martin. “Using Personas During Design
and Documentation,” UX Matters, October 18, 2010.
http://www.uxmatters.com/mt/archives/2010/10/using-
personas-during-design-and-documentation.htm.
Kissane, Erin. “A checklist for Content Work,”
March 8, 2011. http://www.alistapart.com/articles/a-checklist-
for-content-work/.
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Klime, Susan. “Engaging the Millennial: Augmented Reality and the Wired
Generation.” AOL/Luxlist. February 1, 2011.
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72. For More Information
Lepore, Traci. “What’s My Persona: Developing Deep and Dimensioned
Character,” UXMatters,
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73. For More Information
Olsen, George. “Personas Creation and Usage Toolkit,” 2004
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74. For More Information
Usability Body of Knowledge
http://draft.usabilitybok.org/wiki/persona
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s.html
Walsh, Patrick C. “Content Centered Design- A methodology (Part 2). July 13,
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