The first step in every user centered design process is to build Personas as a base of every communication strategy to other team members and stakeholders. Build up a vision of the Product with personas, sketches and persona driven user stories. Optimizing the process of iteratively adapting at the big picture. Personas give the user a face and sketches of the context of use. A persona helps to empathize with the user, understand user behavior and deeper needs. The integration of personas with the individual user behavior makes the product bulletproof. In the beginning for each user centered agile development process three important elements have to be defined, the functions, the utilization context and the user behavior with the product. The talk demonstrate how necessary personas are for the user centered agile approach. Why personas are the foundation for each usability tests and explains step by step how they create a persona. Developers learn to get a better understanding for the user and their needs. Scrum describes how to organize an agile development process but neither exactly defines how to go on nor the needed tools to make the process user-centered.
6. KPS digital GmbH, an KPS AG Company
HOW CAN
WE... Stimulate necessary conversations
Advance with a shared vision
Create engaged teams
Generate trust
37. KPS digital GmbH, an KPS AG Company
AGILE ALLIANCE
https://www.agilealliance.org/glossary/personas/
When the project calls for it - for instance when
user experience is a major factor in project
outcomes - the team crafts detailed, synthetic
biographies of fictitious users of the future
product: these are called "personas".
38. KPS digital GmbH, ein Unternehmen der KPS AG
PERSONA HISTORY
UX MAGAZINE ART. #963
KYRA EDEKER, JAN MOORMAN
39. KPS digital GmbH, ein Unternehmen der KPS AG
HIERARCHICAL CLASSIC PERSONA
Fictional but research/data-based conglomerations of user
attributes
A persona is an archetypal representation of a user
Has a name, photograph, a story & byline
Pain points, goals, tools, characteristic detail
40. KPS digital GmbH, ein Unternehmen der KPS AG
YOU CAN’T NOT HAVE PERSONAS!
IF YOU DONT THEY WILL JUST BE:
PRESUMED DIFFERENT FOR EACH
TEAM MEMBER
ALL HIDDEN FROM EACH OTHER!
41. KPS digital GmbH, ein Unternehmen der KPS AG
STAKEHOLDER + TEAM ALIGNMENT
= FULL TEAM COHESION!
WHY PERSONAS?
42. KPS digital GmbH, ein Unternehmen der KPS AG
Y.A.N.Y.UYOU ARE NOT YOUR USER
MAKES IT
PERSONAL
43. KPS digital GmbH, ein Unternehmen der KPS AG
CREATING GREATER USER EMPATHY
IN AN AGILE TEAM THROUGHOUT THE
WHOLE PROCESS
WHY PERSONAS?
44. KPS digital GmbH, ein Unternehmen der KPS AG
UX MUST BE A COMPANY WIDE
RESPONSIBILITY
HELPS SHARE CUSTOMER
KNOWLEDGE ACROSS PRODUCT
TEAM AND COMPANY
WHY PERSONAS?
45. KPS digital GmbH, ein Unternehmen der KPS AG
WHAT ARE
ZOMBIE
PERSONA?
46. KPS digital GmbH, ein Unternehmen der KPS AG
HOLLYWOOD
RELEASES ZOMBIES
47. KPS digital GmbH, ein Unternehmen der KPS AG
ZOMBIES IN YOUR
PROJECTS
48. KPS digital GmbH, ein Unternehmen der KPS AG
Created at the beginning of a project them
never used
Discarded in a file system, alone
Forgotten about
Untended
Unused
ZOMBIE PERSONAS
ARE:
49. KPS digital GmbH, ein Unternehmen der KPS AG
ENCOURAGE YOUR TEAM TO
EMBRACE WEIRD SCIENCE: CREATE
LIVING BREATHING PERSONAS!
50. KPS digital GmbH, ein Unternehmen der KPS AG
EFFECTIVE PERSONA WORKSHOPS
INCLUDE PEOPLE WITH PRIMARY
EXPERIENCE OF USERS
AND THE TEAM WHO WILL USE THEM
51. KPS digital GmbH, ein Unternehmen der KPS AG
PRINT THEM BIG!
WALL MOUNT
THEM!
KEEP YOU PERSONAS ALIVE:
52. KPS digital GmbH, ein Unternehmen der KPS AG
PERSONAS NAMED
IN USER STORIES
AS {YOUR PERSONA} I WOULD LIKE
TO {HAVE A FEATURE} SO THAT I {GET
VALUE}
53. KPS digital GmbH, ein Unternehmen der KPS AG
PERSONA STICKERS ON USER STORY
CARDS
54. KPS digital GmbH, ein Unternehmen der KPS AG
GHOST PERSONAS:
NO SUPPORTING EVIDENCE
NO DATA
NO SUBSTANCE…
55. KPS digital GmbH, ein Unternehmen der KPS AG
ENSURE PERSONAS ARE BASED ON
GOOD QUANTITATIVE AND
QUALITATIVE SOURCES FROM!
56. KPS digital GmbH, ein Unternehmen der KPS AG
USE USER INTELLIGENCE FROM:
DATA ANALYSIS,
LOGS, GOOGLE
ANALYTIC,
57. KPS digital GmbH, ein Unternehmen der KPS AG
USE USER INTELLIGENCE FROM:
F2F INTERVIEWS
WITH USERS
USABILITY TESTING