Using personas in service design continuously
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The document discusses using personas in service design to understand end users. It recommends six steps: 1) identify vital end users, 2) gather data about them, 3) define and redefine what the data means, 4) build personas, 5) use the personas to prioritize requirements and develop features, and 6) test products with real end users. The overall goal is to continuously keep the end user perspective in mind during design and development.
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Using personas in service design continuously
- 1. Using personas in service design – continuously Tuuli Aalto-‐Nyyssönen 7/6/2013 SOTR
- 2. Tuuli Aalto-‐Nyyssönen CSS + HTML5 Rapid prototyping @turkutuuli!
- 3. Go Mum!
- 4. I don’t advise you to start doing customer analysis and all the other advertising agency + marketing stuff yourself. It’s not your job.
- 5. 6/7/13 © iStockphoto search query ” happy family man” 5 Carl is 35 years old and from Stockholm – he has two little children and a pretty wife. His life is a busy one because he is working as a Project Manager. He loves to barbecue…
- 6. 6/7/13 © iStockphoto search query ” happy family man” 6 Carl is 35 years old and from Stockholm – he has two little children and a pretty wife. His life is a busy one because he is working as a Project Manager. He loves to barbecue…
- 7. My point of view is: How can we as software developers keep the end user in mind? 6/7/13 7
- 8. I think this feature would be awesome! 6/7/13 8
- 9. I think this feature would be awesome! 6/7/13 9
- 10. Do we know this feature will be awesome? how? why? 6/7/13 10
- 11. Common element – the user 6/7/13 11
- 12. 6/7/13 12 www.ambientia.net
- 13. 6/7/13 13 www.ambientia.net
- 14. 6/7/13 14 someone + device = user? http://en.wikipedia.org/wiki/End-user ! ”An end user of a computer system or software is someone who uses it.” !
- 15. 6/7/13 15 Motivations + goals + expectations = user
- 16. <USER> Markup Language 6/7/13 16
- 17. Using personas as a tool to understand the end user 6/7/13 17
- 18. 6/7/13 18 Data Scope Describe! Use it to prioritise and redine requirements Vision! What do we know for sure? Anything really to make a difference?! Vital users?! Test with real users! Communicate about the end users with the team! Dedine. Redine. Why? Goals, Motivations, and Expectations! Talk with real users! IDEA!!
- 19. First you need to digure out who the vital end users are. 6/7/13 19 Scope Talk (and listen) to the client. They know!
- 20. ”We got customer feedback about feature-‐X” ”Feedback came from here.” 6/7/13 20 Flickr.com ©johnmuk!
- 21. 6/7/13 21
- 22. Secondly you need the data 6/7/13 22 Data
- 23. Data comes from: Visitor statistics, end user feedback, Facebook, Twitter, market research, polls… 6/7/13 23 + Unique Keyword!
- 24. … the key element is that YOU are interested in the data. 6/7/13 24
- 25. Third you need to dedine what the data means. Redine it. 6/7/13 25 Dedine. Redine.
- 26. Find a user story… 6/7/13 26 Goal: The bills are paid smoothly and I can use all my electrical devices and have no worries! Expectation: I need to go to my bank’s online service. Motivation: I need to pay my electricity bill. Why? Why?
- 27. Fourth you need to build a persona out of the data to actually make a tool out of it. 6/7/13 27 Describe it!
- 28. Interview the end user I am a ”comfort zone client always on the go”. I want to travel and see places without losing track of my money issues. I can login to the bank system if I have to. I can email if I have to. I can use datastreaming while abroad if I have to. (but prefer not to) 6/7/13 28 Why? I really like to manage things while going from place A to B with my mobile device. I am not that great at managing my money issues but I need to keep my credit record clear and pay my bills on time.
- 29. 6/7/13 29
- 30. Fifth – use it. 6/7/13 30 Use it
- 31. 6/7/13 31 Use it!
- 32. BDD (Behaviour-‐driven development) • In order to pay my bills! • As a ”comfort zone client always on the go”! • I want to …! 6/7/13 32 User stories "As a <role>, I want <goal/desire> so that <benefit>”! Use it!
- 33. What about an option for the end user to use old-‐school SMS? I can login to the bank system if I have to. I can email if I have to. I can use datastreaming while abroad if I have to. (but prefer not to) 6/7/13 33 Use it! I really like to manage things while going from place A to B with my mobile device.
- 34. Sixth – Remember to test your application with real end users. 6/7/13 34 Test Prototype! Beta Alpha
- 35. 6/7/13 35 Data Scope Describe! Use it to prioritise and redine requirements Vision! What do we know for sure? Anything really to make a difference?! Vital users?! Test with real users! Communicate about the end users with the team! Dedine. Redine. Why? Goals, Motivations, and Expectations! Talk with real users! IDEA!!
- 36. Why do I use personas? 6/7/13 36
- 37. 6/7/13 © Flickr -‐ Crystalline Radical 37 It’s like rubber ducking with users… Ask me! Talk to me! http://www.nerdmeritbadges.com/products/rubberduck !
- 38. 6/7/13 © Flickr -‐Ardyiii 38 It is easier to put the rubber ducks in the closet and use when needed… Helps us to reevaluate Makes us think and talk about the user – problem solving. Easy language for the whole team Good end-‐ user prodiles for testing GO-‐GO! Tool for prioritising Build on dirst-‐hand user research
- 39. 6/7/13 © Flickr -‐Ardyiii 39 You will need the actual end user at some point. Not taking the time to do it properly No real data or just poor data. Over characterise and dictional… NO-‐NO! Too many personas too soon Scope is too big
- 40. Talk about the end-‐user. 6/7/13 © Flickr -‐ Crystalline Radical 40
- 41. Case Study 6/7/13 41
- 42. Using personas as a tool to understand new clients and new business areas: ”project: HVAC database” (heating – ventilation and air conditioning) 6/7/13 42
- 43. ”We want the web application to be easier to use.” 6/7/13 43
- 44. Easier? What do we mean by easier? 6/7/13 44 Scope! Mobile friendly? Bigger buttons? More features? Less blue? More yellow? Search like Google? Fewer features? FAQ? For who? What part of the application are we talking about?
- 45. Data: what do we know for sure and what do we need to dind out? 6/7/13 45 Data Poll Phone calls! 1st: a poll! 2nd: interviews!
- 46. 6/7/13 46 What would happen if the software were down for several days? Why? Why?
- 47. 6/7/13 47 ”It would be difdicult for us to do our job”
- 48. 6/7/13 48 ”It’s quite easy to use but difdicult to sign in.” ”The actual UI is quite ok and we like the Excel import/export.” ”I always have to call your customer support to override the customs number.” ”I have no place to add this information about my product.” ”The data is not up-‐to-‐date – it’s a big problem for us.”
- 49. ”Quality is ... value to someone ... who matters” 6/7/13 49
- 50. ”Quality is ... value to someone ... who matters” 6/7/13 50 Redine Reseller ”I need the up-‐to-‐date data. Now.” Product manufacturer3 ”I enter the data.” Customer support ”I need to help all these other users.” Coder ”just want to have an easy integration solution for the data.” Product manufacturer1 ”I need to make a contract with you – my customer demands it.” Product manufacturer2 ”I am new – I need to have a user-‐id.”
- 51. ”Quality is ... value to someone ... who matters” 6/7/13 51 Redine Reseller ”I need the up-‐to-‐date data. Now.” Product manufacturer3 ”I enter the data.” Customer support ”I need to help all these other users.” Coder ”just want to have an easy integration solution for the data.” Product manufacturer1 ”I need to make a contract with you – my customer demands it.” Product manufacturer2 ”I am new – I need to have a user-‐id.”
- 52. ”It’s quite easy to use but difdicult to sign in.” ”The actual UI is quite ok and we like the Excel import/export.” ”I always have to call your customer support to override the customs number.” ”I have no place to add this information about my product.” ”The data is not up-‐to-‐date – it’s a big problem for us.” 6/7/13 52 Redine prioritize And back to the data we went…!
- 53. ”Quality is ... value to someone ... who matters” 6/7/13 53 Redine Reseller ”I need the up-‐to-‐date data. Now.” Product manufacturer3 ”I enter the data.” Customer support ”I need to help all these other users.” Coder ”just want to have an easy integration solution for the data.” By far – the biggest business requirement for the client!! ! Product manufacturer1 ”I need to make a contract with you – my customer demands it.” Product manufacturer2 ”I am new – I need to have a user-‐id.”
- 54. Value persona: RESELLER I am a RESELLER. I want to be very economical and fast with storage and logistics. Don’t really want to do any extra Excel-‐magic or phone calls to manufacturers. I need to do orders and offers and I need to know what products I can use. 6/7/13 54 Redine. I would really like to have one master version of the data I can rely on 100% My motivation is to dind and collect the perfect combination of different HVAC-‐products to make great offers for my clients.
- 55. ” If the product info were 100% reliable we would use it.” 6/7/13 55 Talk! How? How? How? How? I am a RESELLER. I would really like to have one master version of the data I can rely on 100%
- 56. OKAY… ” We need to focus on how to make the data easier to enter and easier to reuse (API). Priority is not making the UI mega-‐cool.” 6/7/13 56 5 working days later… … and some calendar weeks also went by to be honest… J!
- 57. Material online… 6/7/13 57
- 58. I am a…! ! I want to be…! ! I can do … if You want me to…! ! I am not a … but I need to do…! ! I really like doing…! 6/7/13 58 ”Avoiding Bullshit Personas: A Case Study”! ! https://speakerdeck.com/boltpeters/avoiding-bullshit-personas !
- 59. History… • http:// uxmag.com/ articles/love- hate-and- empathy-why- we-still-need- personas! 6/7/13 www.ambientia.net 59
- 60. Communicate and be inspired by the end users! Thanks! Questions? Tuuli Aalto-‐Nyyssönen @turkutuuli!