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Question 2: How does your organization think and communicate about users? Question 3: How is user information incorporated into the product design and development process? Now you know the problems.

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Are personas the solution? Assumptions exist. Assumption personas merely articulate them Assumption personas are easy to create and help people understand why personas are valuable Assumption personas can prompt data collection Assumption personas, communicated and used properly, are simply not that risky When are assumption personas a bad idea? Collecting assumptions to create assumption personas How long does it take to create assumption personas?

Step 1: Identify and collect existing assumptions Meet with stakeholders and leaders Schedule a two-hour individual brainstorming session with the product team Send out an e-mail questionnaire Review existing product vision, strategy, and design documents Step 2: Create assumption personas Track and Manage Data Sources as you Collect them Create a data-collection-by-topic spreadsheet Create a data source index Summary 4.

The Persona Lifecycle: Keeping People in Mind Throughout Product Design

What is Conception and Gestation for Personas? The six-step conception and gestation process How long does conception and gestation take? If you only have a week or two: low-budget approaches Create assumption personas Create quick data-driven personas If you have several weeks or more: Getting the most out of your data How many personas should you create?

The argument for a single primary persona Creating the one person to design for: Great in theory; complicated in practice When should I determine how many personas to create?

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Persona Conception: Steps 1, 2, and 3 Step 1: Identify important categories of users Why should I try to identify categories of users before I look at the data? Thinking about user roles, user goals, and user segments User roles User goals User segments Hold a meeting to determine categories of users Step 2: Process the data Data processing methods Collaborative assimilation has side benefits Assimilation works well, but it does have a few drawbacks Plan your assimilation meeting Describe the goal and outcome of the meeting Identify key data points factoids in the data sources Transfer factoids to sticky notes Post user category labels around the room Assimilate the factoids Label the clusters of factoids Data tends to cluster in expected and unexpected ways Know when to stop Step 3: Identify subcategories of users and create skeletons Identify subcategories of users Clusters identify groups of facts; subcategories identify groups of people When does a difference merit a subcategory?

The Persona Lifecycle : Keeping People in Mind Throughout Product Design by Tamara Adlin

What if we end up creating a lot of categories and subcategories? Create skeletons How many skeletons should I create? What is Birth and Maturation for Personas? What is Adulthood for Personas? How much time did your personas take? How much did your personas cost in other ways?

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ROI question 2: In what measurable ways did personas improve your product? Look for increased efficiency in the design and development processes Measure the value of avoiding unnecessary work Find out if personas improved communication—especially across teams Trace process improvements to the use of personas ROI question 4: Is your company more user-centered with personas than it was before?

Suggestions for measuring organizational changes Was the desire for a cultural shift one of the reasons for trying personas?

Is it still valid for the next project? Step 3: Decide to reuse, reincarnate, or retire your personas Reusing your personas Your personas might be happier in a new home Create a persona library Manage the reuse of personas Reincarnating your personas reusing some or all of your data Reincarnating personas Evolving versus reincarnating your personas Retiring your personas Summary 8.

Elements of every Map: titles, steps, questions, comments, and design ideas Steps blue sticky notes Comments green sticky notes Questions yellow sticky notes Design Ideas pink sticky notes Why use Maps?

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Chapter 3: Persona Family Planning. Chapter 4: Persona Conception and Gestation.

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Chapter 5: Persona Birth and Maturation. Chapter 6: Persona Adulthood. Chapter 8: Users, Roles, and Personas.

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Chapter 9: Storytelling and Narrative. Chapter Reality and Design Maps. Chapter Marketing Versus Design Personas. Illustration: Dartmouth Publishing, Inc.