The Persona Lifecycle: Keeping People in Mind Throughout Product Design (Interactive Technologies)

The Persona Lifecycle: Keeping People in Mind Throughout Product Design (Interactive Technologies)

John Pruitt

Language: English

Pages: 744


Format: PDF / Kindle (mobi) / ePub

If you design and develop products for people, this book is for you. The Persona Lifecycle addresses the “how” of creating effective personas and using those personas to design products that people love. It doesn’t just describe the value of personas; it offers detailed techniques and tools related to planning, creating, communicating, and using personas to create great product designs. Moreover, it provides rich examples, samples, and illustrations to imitate and model. Perhaps most importantly, it positions personas not as a panacea, but as a method used to complement other user-centered design (UCD) techniques including scenario-based design, cognitive walkthroughs and user testing.

John Pruitt is the User Research Manager for the Tablet & Mobile PC Division at Microsoft Corporation. Tamara Adlin is a Customer Experience Manager at For the past six years, John and Tamara have been researching and using personas, leading workshops, and teaching courses at professional conferences and universities. They developed the Persona Lifecycle model to communicate the value and practical application of personas to product design and development professionals.

* Presentation and discussion of the complete lifecycle of personas, to guide the designer at each stage of product development.
* A running case study with rich examples and samples that demonstrate how personas can be used in building a product end-to-end.
* Recommended best practices in techniques, tools, and innovative methods.
* Hundreds of relevant stories, commentary, opinions, and case studies from user experience professionals across a variety of domains and industries.

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the results of your survey. “The personas are coming” posters “The personas are coming” posters (see Figure 5.4) generate buzz around the idea of using personas as design targets. They are useful if your company has never used personas before (to get people wondering what personas are and what it means that “they’re coming”) and if you are introducing a new set of personas to colleagues who already have experience using personas (“Oh! We’re getting new ones! I wonder who they are this time?”).

user research. Your personas probably had a staying power and a “stickiness” that far outlasted other reports you previously used to convey user research. Was there a perception among your teammates that communication was eased or more efficient related to target users because of the use of personas? Story from the field PERSONAS DEPERSONALIZED OUR DISCUSSIONS —Damian Rees, Usability Engineer (formerly at BBC) The first time I introduced them to the BBC was on a large project a lot of people

then listen at length to pieces of this music, deciding which passages the character would like best and, more important, why… . With a full character analysis will come relaxation, an easy response of the senses, and concentration. An obituary for method acting proponent Marlon Brando began [Lyman 2004], “In preparing for his first film role, as a paraplegic veteran in The Men (1950), he spent weeks living at a veterans’ hospital; many of the film’s first audiences came away perplexed,

representations of users vary in their degree of abstraction, specificity, and realism, as well as in their adherence to or reliance on data. Given your product team’s needs and your available resources, you could use simple user classes or categories of users (e.g., Internet Intenders versus Internet Enthusiasts) that include little detail and are based only on intuitions or logically defined characteristics. With more effort, those simple classes could take the form of narrative scenarios,

you design it right the first time. In other words, using the personas will help you (and even force you to) make good decisions about your product earlier in the design process, which should eliminate some of the churn and pain of having to undo bad decisions. Ask everyone to let you know when and if the use of personas interferes with their work, and pledge to remove any difficulties as soon as you hear about them. Remind everyone that your role will continue as the “owner” of the persona

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