The persona is design artifact that represents a large market of people regardless of age & gender (in most cases) that have the same problems, goals motivations and behaviors.
It can be created before research based on assumptions (Unvalidated Persona) and is always created after research. The goal is to capture the VALIDATED real world context, problems, behaviors/activities, needs/goals and motivations in one design artifact called the persona.
WHY ARE PERSONAS IMPORTANT?
– AUTOMATICALLY INTRODUCES USER CENTERED DESIGN
— KEEPS CONVERSATIONS USER FOCUSED AND NOT SOLUTION OPINION FOCUSED
– REMINDS US DAILY THAT WE ARE NOT THE USERS OF PRODUCT, SO WE MAKE ASSUMPTIONS ABOUT USERS 1ST
– HELPS US IDENTIFY THEM WHEN OUT IN THE WILD
– MAKES IT EASY TO INTRODUCE THE USER DURING MEETINGS, DEMOS AND STAKEHOLDER POP-INS
– ACTS AS A "MEDIUM" TO RESOLVE QUESTIONS, OPINIONS THAT IN CONFLICT, AND KEEPS US USER FOCUSED
USE THE TEMPLATES
CREATE A PERSONAS FOR EACH PERSONA
YOU HAVE TARGETED. LOOK AT YOUR PATTERNS
AND USE THE PROMPTS IN THE PERSONA FRAMEWORK TO HELP YOU FILL OUT EACH QUADRANT.
WHAT HAVE YOU CURRENTLY LEARNED ABOUT THEM?
WHAT PAINS DO THE PERSONA CURRENTLY HAVE?
ARE THERE DIFFERENT TYPES OF PERSONAS?
• FRED FREQUENT (FLIES OFTEN)
• OLIVIA OCCASIONAL (FLIES ON OCCASIONS)
• DENICE DAILY (COMMUTES ALMOST EVERY DAY)
• TOM TOURIST (1st TIME COMMUTER IN SF)