How do you get everybody in your company to understand who is using your product — especially if you're not 100% certain yourself? You've got out of the building and talked to your customers, but how do you communicate what you learned when you get back? Persona — research-based examples of the people who use your product — help teams understand customers and deliver the features they really need. We’ll show how to get the whole team involved in user research. We work through an example scenario showing you how to build persona incrementally. You'll learn practical techniques for integrating persona with lean approaches to product strategy and development.

1. Adrian Howard (@adrianh)
Incremental Persona
Lean UX Festival, Gent, September 2014

2. http://commons.wikimedia.org/wiki/File:StateLibQld_1_114936_Customers_buying_up_tea_before_the_price_rise,_Brisbane,_1954.jpg

3. +
http://commons.wikimedia.org/wiki/File:Mr._Maji,_a_long-haired_orange_cat_with_white_muzzle.jpg

5. https://www.flickr.com/photos/2top/8507775261/

6. http://commons.wikimedia.org/wiki/File:Hello_Kitty-Bremen.jpg

7. https://www.flickr.com/photos/hansthijs/3586762234/

8. http://memegenerator.net/instance/54376410

9. Persona

10. http://commons.wikimedia.org/wiki/File:Customers_in_the_Book_Department_at_Selfridge's_department_store_in_London_during_1942._D6590.jpg

11. Analysis
& Synthesis
http://commons.wikimedia.org/wiki/File:The_Thinker_Musee_Rodin.jpg

12. http://www.slideshare.net/toddwarfel/data-driven-personas

13. “Personas are to Persona Descriptions as Vacations are
to Souvenir Picture Albums”
– Jared Spool

15. https://www.flickr.com/photos/hansthijs/3586762234/

16. http://commons.wikimedia.org/wiki/File:So_happy_smiling_cat.jpg

17. https://www.flickr.com/photos/mattandjanet/103437949/

18. http://christmasstockimages.com/free/ideas_concepts/slides/christmas_ideas.htm

19. http://commons.wikimedia.org/wiki/File:Rows_of_Bookshelves.jpg

20. https://www.flickr.com/photos/library_of_congress/2163462230/
Sam Bossman,
VP of Sales

21. Pat Minion,
Sam’s PA
https://www.flickr.com/photos/powerhouse_museum/3876631361/

22. Problems…
• Large up-front investment of time, money & people
• Need a fairly good grasp of our target market
• Tends to result in set-and-forget persona.

23. Incremental Persona

24. 1. Define

26. http://www.slideshare.net/clevergirl/luxr-oneday-workshop/73

28. Apply the truthiness scale

30. MSU True

31. MSU True

32. http://commons.wikimedia.org/wiki/File:Cat_skeleton_-Booth_Museum,_Brighton_and_Hove,_East_Sussex,_England-20Oct2011.jpg

33. 2. Refine

35. https://twitter.com/guspower/status/448487628107575296/photo/1

36. 3. Realign

37. http://commons.wikimedia.org/wiki/File:International_tidyman.svg

38. http://pixabay.com/en/viewpoint-gazebo-lookout-point-99199/

39. http://pixabay.com/en/sign-signs-traffic-road-street-39400/

40. http://pixabay.com/en/traffic-sign-road-sign-shield-6664/

41. The Good, the Bad & the Ugly

42. Lets you get people starting
quickly & cheaply

43. Whole team approach
eases adoption

44. Integrates research & researchers

45. Continuous learning

46. No set & forget persona

47. Embraces change

48. Organisations still need to buy in

49. Folk forget refine & realign

50. http://memegenerator.net/instance/54379154

51. MSU True

53. http://pixabay.com/en/traffic-sign-road-sign-shield-6664/

54. DO LESS
MORE OFTEN
to do
MORE
Adrian Howard (@adrianh)
quietstars.com