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Personas: Designing engaging
content for customer intimacy
Donn R. DeBoard
Mid-Atlantic Technical Communication Summit
March 26, 2011
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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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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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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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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What are personas?
•
Introducing personas
•
Why are personas important?
•
The missing link
•
Technical Communication Body of
Knowledge (TCBOK)
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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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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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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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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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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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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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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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Caroline, Senior Technical Writer
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Caroline scenarios
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Caroline tasks
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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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A closer look: your thoughts?
Questions?
Comments?
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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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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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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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Storytelling
Stories in UX
Explain research
ideas.
Engage the
imagination and spark
new ideas.
Create shared
understanding.
Persuade.
(Quesenbery/Brooks)
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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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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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Stages of Documentation Development Lifecycle (DDL)
Requirements analysis
Documentation planning
Writing
Reviewing
Production
Archiving
(Jahagirdar & Martin)
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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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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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A closer look: your thoughts?
Questions?
Comments?
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Personas and
shared understanding
• Personas as prism of focus across your
organization
• Engage stakeholders in the fabric of persona
attributes
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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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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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Personas as tool for
customer intimacy
• Customer intimacy starts with personas
• Personas as avenue for ongoing dialogue
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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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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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A closer look: your thoughts?
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Questions?
Comments?
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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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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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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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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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4. Personas adulthood
Use personas in support
of your product or
service:
Design.
Development.
Evaluation.
(Aldin/Pruitt)
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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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A closer look: your thoughts?
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Questions?
Comments?
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A persona example
•
Hang’em High (HEH) for the iPad
•
A brief walk-through for creating and
applying personas
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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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Questions & Answers
Thanks for your
attention and
conversation.
Any questions or
comments?
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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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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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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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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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For More Information
Klime, Susan. “Engaging the Millennial: Augmented Reality and the Wired
Generation.” AOL/Luxlist. February 1, 2011.
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augmented-reality-and-the-wired-generat/
Lepore, Traci. “Personas: Explorations in Developing Deep and Dimensioned
Character,” UXMatters, August 23, 2010,
http://www.uxmatters.com/mt/archives/2010/08/personas-
explorations-in--developing-a-deep-and-dimensioned-
character.html.
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2011 Mid-Atlantic Technical Communication Summit
(Copyright Donn DeBoard, 2011)
For More Information
Lepore, Traci. “What’s My Persona: Developing Deep and Dimensioned
Character,” UXMatters,
September 7, 2009,
http://www.uxmatters.com/mt/archives/2009/09/whats-my-
persona-developing-a-deep-and-dimensioned-
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Neeman, Patrick. “Who’s Your Audience, Kenneth: The Value of Personas.”
Usability Counts. November 10, 2008.
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audience-kenneth-the-value-of-personas.htm.
3/26/2011
2011 Mid-Atlantic Technical Communication Summit
(Copyright Donn DeBoard, 2011) 72
For More Information
Olsen, George. “Personas Creation and Usage Toolkit,” 2004
http://www.interactionbydesign.com/presentations/olsen_persona_toolkit.pdf
Spool, Jared. “Three important Benefits of Personas,” User Interface
Engineering,
http://www.uie.com/articles/benefits_of_personas.htm
Technical Communication Body of Knowledge
http://stcbok.editme.com/
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2011 Mid-Atlantic Technical Communication Summit
(Copyright Donn DeBoard, 2011) 73
For More Information
Usability Body of Knowledge
http://draft.usabilitybok.org/wiki/persona
Usability.gov.
http://www./Usability.gov/methods/analyze_current/persona
s.html
Walsh, Patrick C. “Content Centered Design- A methodology (Part 2). July 13,
2010.
http://patrickcwalsh.wordpress.com/2010/07/13/content-
centred-design-a-methodology-part-2/
3/26/2011 74
2011 Mid-Atlantic Technical Communication Summit
(Copyright Donn DeBoard, 2011)

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Personas: Designing Engaging Content for Customer Intimacy

  • 1. Personas: Designing engaging content for customer intimacy Donn R. DeBoard Mid-Atlantic Technical Communication Summit March 26, 2011
  • 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 3/26/2011 2 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. Click to edit Master text styles Second level Third level Fourth level Fifth level 3/26/2011 3 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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 3/26/2011 4 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 5 Click to edit Master text styles Second level Third level Fourth level Fifth level
  • 6. What are personas? • Introducing personas • Why are personas important? • The missing link • Technical Communication Body of Knowledge (TCBOK) 3/26/2011 6 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 7 Click to edit Master text styles Second level Third level Fourth level Fifth level
  • 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) 3/26/2011 8 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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) Click to edit Master text styles Second level Third level Fourth level Fifth level 3/26/2011 9 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. 3/26/2011 10 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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). 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 11 Click to edit Master text styles Second level Third level Fourth level Fifth level
  • 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. Click to edit Master text styles Second level Third level Fourth level Fifth level 3/26/2011 12 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 13
  • 14. Caroline, Senior Technical Writer Click to edit Master text styles Second level Third level Fourth level Fifth level 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 14
  • 15. Caroline scenarios Click to edit Master text styles Second level Third level Fourth level Fifth level 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 15
  • 16. Caroline tasks Click to edit Master text styles Second level Third level Fourth level Fifth level 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 16
  • 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. 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 17 Click to edit Master text styles Second level Third level Fourth level Fifth level
  • 18. A closer look: your thoughts? Questions? Comments? 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 18 Click to edit Master text styles Second level Third level Fourth level Fifth level
  • 19. Documentation Lifecycle and personas • Beginning with personas • Sources for customer research • Stages of Documentation Development Lifecycle (DDL) • Path to preferred content 3/26/2011 19 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 20 Click to edit Master text styles Second level Third level Fourth level Fifth level
  • 21. Sources for customer research Customer facing staff (Sales, Consulting, Product Support) Conference calls Social media Focus groups Surveys Site visits Documentation mailbox 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 21
  • 22. Storytelling Stories in UX Explain research ideas. Engage the imagination and spark new ideas. Create shared understanding. Persuade. (Quesenbery/Brooks) 3/26/2011 22 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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) 3/26/2011 23 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 24 Click to edit Master text styles Second level Third level Fourth level Fifth level
  • 25. Stages of Documentation Development Lifecycle (DDL) Requirements analysis Documentation planning Writing Reviewing Production Archiving (Jahagirdar & Martin) 3/26/2011 25 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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) 3/26/2011 26 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. Click to edit Master text styles Second level Third level Fourth level Fifth level 3/26/2011 27 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 28. A closer look: your thoughts? Questions? Comments? 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 28 Click to edit Master text styles Second level Third level Fourth level Fifth level
  • 29. Personas and shared understanding • Personas as prism of focus across your organization • Engage stakeholders in the fabric of persona attributes 3/26/2011 29 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. Click to edit Master text styles Second level Third level Fourth level Fifth level 3/26/2011 30 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. 3/26/2011 31 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 32. Personas as tool for customer intimacy • Customer intimacy starts with personas • Personas as avenue for ongoing dialogue 3/26/2011 32 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. 3/26/2011 33 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. 3/26/2011 34 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 35. A closer look: your thoughts? Click to edit Master text styles Second level Third level Fourth level Fifth level Questions? Comments? 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 35
  • 36. Persona Development Lifecycle • Persona family planning • Persona conception and gestation • Persona birth and maturation • Persona adulthood • Persona lifetime achievement, reuse, and retirement 3/26/2011 36 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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) 3/26/2011 37 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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) 3/26/2011 38 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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) 3/26/2011 39 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 40. 4. Personas adulthood Use personas in support of your product or service: Design. Development. Evaluation. (Aldin/Pruitt) 3/26/2011 40 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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) 3/26/2011 41 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 42. A closer look: your thoughts? Click to edit Master text styles Second level Third level Fourth level Fifth level Questions? Comments? 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 42
  • 43. A persona example • Hang’em High (HEH) for the iPad • A brief walk-through for creating and applying personas 3/26/2011 43 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. Click to edit Master text styles Second level Third level Fourth level Fifth level 3/26/2011 44 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 45. Hang’em High (HEH) for the iPad Clark’s Family Planning Click to edit Master text styles Second level Third level Fourth level Fifth level 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. 3/26/2011 45 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. 3/26/2011 46 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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) 3/26/2011 47 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. 3/26/2011 48 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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) Click to edit Master text styles Second level Third level Fourth level Fifth level 3/26/2011 49 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. 3/26/2011 50 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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) 3/26/2011 51 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. 3/26/2011 52 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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) 3/26/2011 53 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. 3/26/2011 54 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. 3/26/2011 55 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. 3/26/2011 56 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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) Click to edit Master text styles Second level Third level Fourth level Fifth level 3/26/2011 57 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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) 3/26/2011 58 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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) 3/26/2011 59 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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) 3/26/2011 60 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. Click to edit Master text styles Second level Third level Fourth level Fifth level 3/26/2011 61 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 62 Click to edit Master text styles Second level Third level Fourth level Fifth level
  • 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) 3/26/2011 63 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. Click to edit Master text styles Second level Third level Fourth level Fifth level 3/26/2011 64 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 65. Summary What are personas? Documentation development lifecycle and personas Personas and shared understanding Personas and customer intimacy Persona development lifecycle A persona example 3/26/2011 65 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 66. Questions & Answers Thanks for your attention and conversation. Any questions or comments? Click to edit Master text styles Second level Third level Fourth level Fifth level 3/26/2011 66 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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 Click to edit Master text styles Second level Third level Fourth level Fifth level 3/26/2011 67 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. 3/26/2011 68 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 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. 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 69
  • 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/. 3/26/2011 70 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 71. For More Information Klime, Susan. “Engaging the Millennial: Augmented Reality and the Wired Generation.” AOL/Luxlist. February 1, 2011. http://www.luxist.com/2011/02/01/engaging-the-millennial- augmented-reality-and-the-wired-generat/ Lepore, Traci. “Personas: Explorations in Developing Deep and Dimensioned Character,” UXMatters, August 23, 2010, http://www.uxmatters.com/mt/archives/2010/08/personas- explorations-in--developing-a-deep-and-dimensioned- character.html. 3/26/2011 71 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)
  • 72. For More Information Lepore, Traci. “What’s My Persona: Developing Deep and Dimensioned Character,” UXMatters, September 7, 2009, http://www.uxmatters.com/mt/archives/2009/09/whats-my- persona-developing-a-deep-and-dimensioned- character.html Neeman, Patrick. “Who’s Your Audience, Kenneth: The Value of Personas.” Usability Counts. November 10, 2008. http://www.usabilitycounts.com/2008/11/10/whos-your- audience-kenneth-the-value-of-personas.htm. 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 72
  • 73. For More Information Olsen, George. “Personas Creation and Usage Toolkit,” 2004 http://www.interactionbydesign.com/presentations/olsen_persona_toolkit.pdf Spool, Jared. “Three important Benefits of Personas,” User Interface Engineering, http://www.uie.com/articles/benefits_of_personas.htm Technical Communication Body of Knowledge http://stcbok.editme.com/ 3/26/2011 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011) 73
  • 74. For More Information Usability Body of Knowledge http://draft.usabilitybok.org/wiki/persona Usability.gov. http://www./Usability.gov/methods/analyze_current/persona s.html Walsh, Patrick C. “Content Centered Design- A methodology (Part 2). July 13, 2010. http://patrickcwalsh.wordpress.com/2010/07/13/content- centred-design-a-methodology-part-2/ 3/26/2011 74 2011 Mid-Atlantic Technical Communication Summit (Copyright Donn DeBoard, 2011)