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The concept of working with personas is getting more and more popular, a lot of companies have embraced the tool or method and use it in many different ways. However I get a lot of reactions from people that struggle with developing and using personas. Here are a few tips to make them better. From time to time I am organizing an open workshop, somewhere between Düsseldorf and Amsterdam: Deutsch / German www.creative-companion.com/Data-Storytelling-with-personas/persona-workshop-deutsch.html Nederlands/Dutch www.creative-companion.com/Data-Storytelling-with-personas/persona-workshop-nederlands.html
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HOW TO MAKE AND USE PERSONAS
5 Tips to make better personas for design
How to make and use personasCREATIVE COMPANION 2010 october 04
INTRO
The concept of working with personas is getting more and more popular, a lot of companies have embraced the tool or method and use it in many different ways.
However I get a lot of reactions from people that struggle with developing and using personas. Here are a few tips to make them better.
Christof Zürn
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How to make and use personasCREATIVE COMPANION 2010 october 04
WHY USE PERSONAS?
Important part of a briefing for different agencies or departments
short visual summary instead of long reports
reusable for different projects, like design, programming, SEM, etc.
Decision making instrument to guide and direct discussions, meetings and presentations
A ‘tool’ against ‘groupthink’ or taste, or too corporate information
Better product qualitybetter match with the user
It is used world wide by a growing number of companies
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How to make and use personasCREATIVE COMPANION 2010 october 04
‘PER SONARE’ MEANING ‘TO SOUND THROUGH’
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Source: Wikipedia. In ancient Latin, persona meant "mask." Today it does not usually refer to a literal mask but to the "social masks" all humans supposedly wear.
How to make and use personasCREATIVE COMPANION 2010 october 04
PERSONAS ARE ...
... a vivid, story based, trusted description with pictures
... exemplarily goals, tasks, attitude, behaviour
... based on facts, observations, interviews with ‘real people’
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How to make and use personasCREATIVE COMPANION 2010 october 04
1. HAVE EVERYONE OPERATING OFF THE SAME DEFINITION OF PERSONA
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TARGET GROUP
ARCHETYPE
STEREOTYPE
PERSONA
PSYCHOLOGICAL TYPES
AVERAGE CUSTOMER
CUSTOMER PROFILE
How to make and use personasCREATIVE COMPANION 2010 october 04
2. MAKE A CHOICE AND FOCUS
There should always be a persona that is a little bit more important than the others: primary persona
The next most important are secondary personas
The one we would wish to have in the near future: aspirational persona
For who you are not designing: anti persona
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How to make and use personasCREATIVE COMPANION 2010 october 04
3. MAKE THE PERSONAS FOR THE AUDIENCE THAT HAS TO WORK WITH IT
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businesssales
marketing designers
textual visual
How to make and use personasCREATIVE COMPANION 2010 october 04
4. THE CORE POSTER
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NAME | DESPRIPTOR | PERSONA TYPE
KEYVISUAL | BEHAVIOUR | MEDIA
TEXT DESCRIPTION
WHO | WORK | LIFE | BEHAVIOUR
FOCUS AREA | REFERENCE | SOURCES | CONTACT | PERSONA WEBSITE
DATE | VERSION NUMBER
CENTRAL QUOTE
How to make and use personasCREATIVE COMPANION 2010 october 04
5. USE ANALOG AND DIGITAL MEDIA
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+Use the media that works best in your company. Use digital (social) media tools to keep up.
How to make and use personasCREATIVE COMPANION 2010 october 04
KEEP IN MIND
“Personas are not real people ... they are hypothetical archetypes of actual users ... defined with significant rigor and precision“Alan Cooper, the inmates are running the asylum
“It’s not about how you sell something, it’s about how people buy!” Michel Miller, Persuasion architect – Futurenow
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How to make and use personasCREATIVE COMPANION 2010 october 04
MORE INFORMATION?
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READ CONTACT
Christof Zürn
