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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and Irene are secondary targets and will generally be considered in combination, as Preston is not allowed or able to use the PC and Internet alone. Elaine, the enlightened educator, is also a secondary target. A complete example foundation document (see Figure 4.30) for Tanner is provided in Appendix A. FIGURE 4.30 Tanner document. (Images courtesy of CanStockPhoto.) Step 6: Validate your Personas You have just spent a lot of time crafting a persona to stand in for the users you researched.

thought it was fun and interesting. There are considerable benefits and risks of using persona e-mail aliases. If you receive many e-mails, you can collect them and evaluate them at the end of the project to help in the measurement of ROI. You can argue, and show examples, that the personas were a well-used and effective means of conveying important user data. On the downside, in some cases, e-mail from personas can seem silly and possibly annoying. Anti-personas One way to enrich the

decisions being made, and to influence these decisions based on their expertise. Like most of the others on the team, they want to be able to plan their work for the coming development cycle. • The marketing team is getting information on the yet-to-be-built product from the executive staff and product and project managers. Their goal is to build a plan for advertising and launching the product when it is ready. Meanwhile, at G4K … THE G4K CORE TEAM IS READY TO PUT THEIR PERSONAS TO USE

get me wrong. But it is the only way to make sure you have dotted your i’s and crossed your t’s.” The preliminary results have been astounding. After relaunching last fall, Leo Schachter Diamonds has increased conversions (the number of users who clicked on “Find a Jeweler” and then entered an address to search for a local retailer) from 0.86% to an unheard-of 54.1%. That is an increase of 5,500% for a site that didn’t use cutting-edge design or technology, has no Flash, no video, no taking

might be based on ideas about the technology adoption life cycle. Geoffrey Moore, whose work greatly influences high-tech marketing, has written extensively on how the level of a market’s maturity and the product adoption behaviors of customers can signal which strategy is most likely to give you the best competitive advantage. As a market matures, customers choose to adopt technology products for vastly different reasons, which means that organizations must be prepared to switch strategies at

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