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Should we kill personas?Marine Barbaroux - @miss_embe
Head of UX, Red Gate
30 Apr 2014
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image: hugh mcleod - @gapidvoid
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image: Ben Melbourne - @benmel
1) the "cooper"
• Designed to create empathy.• Requires research up front. • They are not aligned with
MKT personas (MKT comes after design)
• Sometimes, they were not credible because they use irrelevant details
• They are hard to keep up to date
• They REQUIRE CUSTOMERS to be designed.
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2) the Lean UX ad-Hoc (or proto) personas
image: Jeff Gothelf
• Designed to create alignement in the team.
• Assumes the customer is an hypothesis like the others.
• Quicker to do, but can be very wrong, so you need to check your model exists --> there are many more things to check.
• Complexify hypothesis (don't know if your product or customers is wrong).
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images: @alanklement
3) No persona: Job stories instead of User stories
• Based on the "Job to Be Done" theory.
• Claims personas are reduced to demographics that don’t acknowledge causality.
• Decouple implementation with motivations and outcomes.
• Bring more context, situations and anxiety.
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image: (c) 1993 Steve McConnell
... but fundametaly, are they so different?
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image: @miss_embe
product maturity
cust
omer
bas
e/co
mpa
ny s
ize
ad-hoc persona
persona
JTBD
timeline
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• These tools are complementary• Always keep an eye on your users/customers• Keep an eye on their enviroment too: it might change their goals• It doesn't matter what persona artifacts look like• Understand the forces that drive your users/customers• Modify your views and product accordingly
conclusion
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www.cooper.com/journal/2014/04/barry-the-blog-post
asinthecity.com/2011/05/13/explaining-personas-used-in-ux-design----part-1/
asinthecity.com/2011/05/13/explaining-personas-used-in-ux-design----part-2/
www.udemy.com/ultimate-guide-to-ux/#/lecture/209590
www.jeffgothelf.com/blog/using-personas-for-executive-alignment/
jobstobedone.org/
insideintercom.io/using-job-stories-design-features-ui-ux/
Understanding the job by C.Christensen: www.youtube.com/watch?v=f84LymEs67Y
references