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The Un-researched Persona

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This document discusses the importance of user research in developing effective personas for software projects. It provides examples of personas created both with and without research to highlight the benefits of research. Personas developed without research for a content management system lacked defining details and motivations. In contrast, personas created for a competitive product were improved through domain research, strengthening requirements and relationships with users. The document advocates spending time on research and sharing personas to realize benefits like a shared understanding, building empathy, and defining the right requirements to save development effort.

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The Un-researched Persona Nellie LeMonier Perforce Software UX Design
Nellie LeMonier UX research & design at Perforce Software Alameda, California
What is User Experience (UX)?
UX or UI
Engineering & UX
Why this talk? Research is important dont make a product without it.
Origins of Personas Customer Prints: by Angus Jenkinson for Customer Segmentation / Marketing (~1993) Personas: Alan Cooper for Software Development (~1995)
Why Personas? The Benefits Shared understanding Coherent story Reduce conjecture Build empathy Define the right requirement $$$ Save Development Effort
What is a Persona? Personification of the roles Role, professional background Identity and personality Technical expertise Goals & cares
An Example
The Un-researched Persona
The Un-researched Persona
Business Domain Personas are specific Dont believe in library of personas Define ecosystem
When are Personas Created? Early Before you start As you go
How are Personas created? Hypothesis Stakeholder Research Review Refine Analysis Hypothesis
Research is important dont make a product without it.
Research
Research
How are Personas Researched? Contextual inquiry / User observation Surveys Phone interviews Market research Domain research
Without research What could possibly go wrong?
Case Study: Content Management System (CMS) Developers came up with the personas No research was done to create these
CMS Case Study: Personas without research Larry Moe Curly End User Sys Admin Content Manager The dev team made these up
What was RIGHT with Larry, Moe and Curly? Comic relief United the team Gave them a common conversation Tasks for personas were defined
What was WRONG with Larry, Moe and Curly ? No motivating factors defined No domain expertise defined Did not reduce conjecture Curly couldnt type
CMS Personas Take 2 1. Larry, Moe and Curly were retired (RIP) 2. Research domain: internal interviews (1 day) 3. Research specific roles through interviews (1 week) 4. Synthesize new Personas (1 week)
CMS Personas Take 2 Aaron Maya Ed Front End Developer Content Editor Site Administrator
Take 2 Conclusions 1. Motivations are clear 2. Tasks are defined 3. Expertise known 4. Unifies product team
What was WRONG (PART 2) with Larry, Moe and Curly ? 1 of the users didnt exist 1 marketing persona wasnt defined (How to sell to these guys?) No consensus with stakeholders
Case Study: Bridge to Competitive Product (FUSION) Developer & UX came up with Personas Research done into domain
Case Study: Fusion Background Requirements driven by market need Pressure from lost sales Internal users of competition Domain was somewhat known
Case Study: Fusion Step 1: Persona Hypothesis Evan Greg System Administrator Git Developer Vera Raina Tom P4V Developer Release Engineer Tech Lead
Case Study: Fusion Step 2: Research Research Plan with Goals Survey via Twitter, Forums, and Sales Team Phone Interviews Site Visits Remote Screen Sharing
Case Study: Fusion Step 2.5 Share Research Doing research is cool, but sharing it is even cooler
Mental Model Explanation of someones thought process on how something works GOAL MESSAGE EXPECTATION USER
P温顎鉛
About P温顎鉛 Huge Perforce fan boy & early Perforce Admin Becoming a Git/GitHub fan boy 15 years dev management
Peter: Using GitHub News feed
Peter: Using GitHub Review changes of other developers
Peter: Using GitHub Review changes of other developers
Peter: Using GitHub Review changes of other developers
Peter: Using GitHub Commenting on changes
Peter: Using GitHub Commenting on changes
Peter: Using Perforce Review Daemon - > P4Web Code review tool - > set up, not cohesive experience P4V -> history view more clicks to visually diff
Peter: Using SourceTree
Why are users choosing these tools? Align with mental model of needs Effectiveness of access Remove barrier to information Make development more effective Effective development means making more awesome software faster
Case Study: Fusion Step 3: Analysis Hypothesis is a little wrong Secondary persona is really primary Primary persona is really secondary Other requirements and influencers
Case Study: Fusion Step 4: Refine Hypothesis Tom Evan Tech Lead System Administrator Greg Git Developer
Case Study: Fusion Step 5: Stakeholder Review
Perforce Git Fusion Product Personas 49
Product Persona Tom Release Engineering Manager The devil is in the details Extensive experience delivering solutions that use diverse technologies Adept at meeting strict deadlines Wants to be the hero, failure is not an option Who he is: Profession: Director of Release Engineering Education: Masters in Computer Engineering, UC Berkeley, 2001 Age: 38 Home Life: Married with 3 children. Volunteers with his church 2 weekends a month. Personality: Dynamic leader who loves thinking on a large scale. Technical expertise: Has deep understanding in development and configuration processes and strategies. Expert in Gerrit, Git, ClearQuest, OracleDB, and mySQL which hes used to create and automate the ALM processes and his company. Goals: Allow users to re-use code. Ensure that everything is tested by automation. Bugs can easily be traced and fixed. Configure new modules. Organize who has access to what. Ensure users can easily follow a workflow strategy. Understand how product dependencies work. Provide solution that scales to 700 users.
Product Persona Evan Enterprise Version Management System Administrator My job is to protect my companys crown jewels Extensive experience in development and source control First adopter of new technology The security, reliability and performance of the site are his first priorities Who he is: Profession: System Admin in IT Department Education: BS Mechanical Engineering, University of Illinois, 1980 Age: 54 Home Life: Single. Rides motorcycles in his spare time. Into gaming. Personality: Not afraid of new technology, likes a challenge and solving problems but also appreciates products that just work as their supposed to. Technical expertise: Has experience administrating Perforce, ClearCase, and SVN. Also has experience coding in Perl and Python. Goals: Easily set up and configure a Git Fusion server. Create and manage user access to Perforce, GF and Gerritt. Ensure that systems are backed up, secure, auditable, and highly available. Full access, when he needs it, to all systems he maintains. Enforce SOX compliance requirements through systems he maintains. What he cares about: Wants Perforce up and running, responsive with no down or slow time. Downtime means complaints and idle employees. 51
Case Study: Fusion Research Benefits Business domain more defined Requirements for other products Persona accuracy Strengthen relationships with users Build the product customers want to buy
Survey to UX Practitioners
How Many Projects Used Personas?
How Much Do You Know About the Business Domain?
Why Dont You Take The Time to Research? Enough known Someone else did the research Research time not important Research important, no time
Other Reasons For No Research: Lack of interest from stakeholders Lack of budget for any research Out of scope Organization does not value research Does not believe there are changes to the domain, research was done years ago
How Long Did You Spend Researching Personas?
Share the Personas Stakeholders Marketing / Sales Product Management Product Team Keep the Personas Alive
Why Personas? The Benefits Shared understanding Coherent story Reduce conjecture Build empathy Define the right requirement $$$ Save development effort
The (OTHER) Benefits of Research Build trust with your users Build a relationship Usability testers ready Expand stakeholders Learn of Other opportunities Make MORE $$$ Make a better product
Thank you for listening. Questions? Nellie LeMonier Twitter: @NellieLeMonier or @gmail

More Related Content

The Un-researched Persona

  • 1. The Un-researched Persona Nellie LeMonier Perforce Software UX Design
  • 2. Nellie LeMonier UX research & design at Perforce Software Alameda, California
  • 3. What is User Experience (UX)?
  • 6. Why this talk? Research is important dont make a product without it.
  • 7. Origins of Personas Customer Prints: by Angus Jenkinson for Customer Segmentation / Marketing (~1993) Personas: Alan Cooper for Software Development (~1995)
  • 8. Why Personas? The Benefits Shared understanding Coherent story Reduce conjecture Build empathy Define the right requirement $$$ Save Development Effort
  • 9. What is a Persona? Personification of the roles Role, professional background Identity and personality Technical expertise Goals & cares
  • 13. Business Domain Personas are specific Dont believe in library of personas Define ecosystem
  • 14. When are Personas Created? Early Before you start As you go
  • 15. How are Personas created? Hypothesis Stakeholder Research Review Refine Analysis Hypothesis
  • 16. Research is important dont make a product without it.
  • 19. How are Personas Researched? Contextual inquiry / User observation Surveys Phone interviews Market research Domain research
  • 20. Without research What could possibly go wrong?
  • 21. Case Study: Content Management System (CMS) Developers came up with the personas No research was done to create these
  • 22. CMS Case Study: Personas without research Larry Moe Curly End User Sys Admin Content Manager The dev team made these up
  • 23. What was RIGHT with Larry, Moe and Curly? Comic relief United the team Gave them a common conversation Tasks for personas were defined
  • 24. What was WRONG with Larry, Moe and Curly ? No motivating factors defined No domain expertise defined Did not reduce conjecture Curly couldnt type
  • 25. CMS Personas Take 2 1. Larry, Moe and Curly were retired (RIP) 2. Research domain: internal interviews (1 day) 3. Research specific roles through interviews (1 week) 4. Synthesize new Personas (1 week)
  • 26. CMS Personas Take 2 Aaron Maya Ed Front End Developer Content Editor Site Administrator
  • 27. Take 2 Conclusions 1. Motivations are clear 2. Tasks are defined 3. Expertise known 4. Unifies product team
  • 28. What was WRONG (PART 2) with Larry, Moe and Curly ? 1 of the users didnt exist 1 marketing persona wasnt defined (How to sell to these guys?) No consensus with stakeholders
  • 29. Case Study: Bridge to Competitive Product (FUSION) Developer & UX came up with Personas Research done into domain
  • 30. Case Study: Fusion Background Requirements driven by market need Pressure from lost sales Internal users of competition Domain was somewhat known
  • 31. Case Study: Fusion Step 1: Persona Hypothesis Evan Greg System Administrator Git Developer Vera Raina Tom P4V Developer Release Engineer Tech Lead
  • 32. Case Study: Fusion Step 2: Research Research Plan with Goals Survey via Twitter, Forums, and Sales Team Phone Interviews Site Visits Remote Screen Sharing
  • 33. Case Study: Fusion Step 2.5 Share Research Doing research is cool, but sharing it is even cooler
  • 34. Mental Model Explanation of someones thought process on how something works GOAL MESSAGE EXPECTATION USER
  • 36. About P温顎鉛 Huge Perforce fan boy & early Perforce Admin Becoming a Git/GitHub fan boy 15 years dev management
  • 37. Peter: Using GitHub News feed
  • 38. Peter: Using GitHub Review changes of other developers
  • 39. Peter: Using GitHub Review changes of other developers
  • 40. Peter: Using GitHub Review changes of other developers
  • 43. Peter: Using Perforce Review Daemon - > P4Web Code review tool - > set up, not cohesive experience P4V -> history view more clicks to visually diff
  • 45. Why are users choosing these tools? Align with mental model of needs Effectiveness of access Remove barrier to information Make development more effective Effective development means making more awesome software faster
  • 46. Case Study: Fusion Step 3: Analysis Hypothesis is a little wrong Secondary persona is really primary Primary persona is really secondary Other requirements and influencers
  • 47. Case Study: Fusion Step 4: Refine Hypothesis Tom Evan Tech Lead System Administrator Greg Git Developer
  • 48. Case Study: Fusion Step 5: Stakeholder Review
  • 49. Perforce Git Fusion Product Personas 49
  • 50. Product Persona Tom Release Engineering Manager The devil is in the details Extensive experience delivering solutions that use diverse technologies Adept at meeting strict deadlines Wants to be the hero, failure is not an option Who he is: Profession: Director of Release Engineering Education: Masters in Computer Engineering, UC Berkeley, 2001 Age: 38 Home Life: Married with 3 children. Volunteers with his church 2 weekends a month. Personality: Dynamic leader who loves thinking on a large scale. Technical expertise: Has deep understanding in development and configuration processes and strategies. Expert in Gerrit, Git, ClearQuest, OracleDB, and mySQL which hes used to create and automate the ALM processes and his company. Goals: Allow users to re-use code. Ensure that everything is tested by automation. Bugs can easily be traced and fixed. Configure new modules. Organize who has access to what. Ensure users can easily follow a workflow strategy. Understand how product dependencies work. Provide solution that scales to 700 users.
  • 51. Product Persona Evan Enterprise Version Management System Administrator My job is to protect my companys crown jewels Extensive experience in development and source control First adopter of new technology The security, reliability and performance of the site are his first priorities Who he is: Profession: System Admin in IT Department Education: BS Mechanical Engineering, University of Illinois, 1980 Age: 54 Home Life: Single. Rides motorcycles in his spare time. Into gaming. Personality: Not afraid of new technology, likes a challenge and solving problems but also appreciates products that just work as their supposed to. Technical expertise: Has experience administrating Perforce, ClearCase, and SVN. Also has experience coding in Perl and Python. Goals: Easily set up and configure a Git Fusion server. Create and manage user access to Perforce, GF and Gerritt. Ensure that systems are backed up, secure, auditable, and highly available. Full access, when he needs it, to all systems he maintains. Enforce SOX compliance requirements through systems he maintains. What he cares about: Wants Perforce up and running, responsive with no down or slow time. Downtime means complaints and idle employees. 51
  • 52. Case Study: Fusion Research Benefits Business domain more defined Requirements for other products Persona accuracy Strengthen relationships with users Build the product customers want to buy
  • 53. Survey to UX Practitioners
  • 54. How Many Projects Used Personas?
  • 55. How Much Do You Know About the Business Domain?
  • 56. Why Dont You Take The Time to Research? Enough known Someone else did the research Research time not important Research important, no time
  • 57. Other Reasons For No Research: Lack of interest from stakeholders Lack of budget for any research Out of scope Organization does not value research Does not believe there are changes to the domain, research was done years ago
  • 58. How Long Did You Spend Researching Personas?
  • 59. Share the Personas Stakeholders Marketing / Sales Product Management Product Team Keep the Personas Alive
  • 60. Why Personas? The Benefits Shared understanding Coherent story Reduce conjecture Build empathy Define the right requirement $$$ Save development effort
  • 61. The (OTHER) Benefits of Research Build trust with your users Build a relationship Usability testers ready Expand stakeholders Learn of Other opportunities Make MORE $$$ Make a better product
  • 62. Thank you for listening. Questions? Nellie LeMonier Twitter: @NellieLeMonier or @gmail

Editor's Notes

  • #9: infer what a real person might need. Such inference may assist with Brainstorming, Defining use case, and Defining features From personas we can learn how to market and sell our product
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