characters at work the use of person as in product management brain mates 100712051602 phpapp02
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8/2/2019 Characters at Work The Use of Person as in Product Management Brain Mates 100712051602 Phpapp02
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Characters at workThe use of personas in product management
White paper | presentation July 2010
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Adrienne Tan, co-founder of brainmates has published a white paper
on a topic that is highly relevant to product managers.
Overview
The origin of the persona tool
Use of personas and their benefits
Types of persona includingprimary and secondary buyers,
negative personas and family
personas
Tips and guidelines on goodpersona development
Ways to avoid pitfalls and
challenges related to personas
To get your free copy of the white paper please email [email protected]
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Effective product management requires practitioners to solve
lucrative customer problems that drive significant value forbusinesses over a period of time.
Product managers love to solve problems
The brainmates Product Delivery
Cycle provides a structure that
defines tools and activities thathelp companies deliver
profitable products and services
Personas can be used to help todefine, develop and deploy
products that solve customer
problems.
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What are personas?
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A key tool for product managers
User personas are “archetypical” customers of a product or service
User personas bridge the gap between an abstract target market group and
real customers.
Developing a persona helps product managers focus on the goals,
motivations and behaviours of their target customer and provides a
meaningful way of focussing on the whole target market group.
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Benefits of creating personas
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Encourage product managers to think of the buyer and/or user of
their product
Distil large target markets into a single person that stakeholders can
relate to and understand
Provide a focal point for planning and help solve disagreements
over product decisions
Provide product managers with solid evidence against other interestgroups who are making uninformed or snap decisions
Benefits of creating personas
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It’s easier to satisfy your customer
when you know your customer
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Knowing the customer helps businesses to make the right product
decisions and deliver optimal value to the customer
If the customer’s needs and wants are met then customers are
more likely to be satisfied.
This will help the business to differentiate and stand-out from the
competition
Developing a persona helps keep product definition and development
focused on the customer which in turn leads to revenue generation and
achievement of business goals and objectives
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A brief history of personas
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The term user persona was coined by Alan Cooper in 1998 in his
book ‘The inmates are running the asylum’
User personas were borne to prevent software from being
developed in an ad hoc, random or accidental manner
User personas helped teams ensure products were user driven,
not feature driven
Personas are now a heavily researched area of productmanagement, development and related disciplines
A brief history of personas
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Product managers, user experience designers and developers use
personas to:
Fuel ideation and development processes
Create products and services including physical goods, retail
experiences, software applications and more Test, refine and improve the experiences involved in using
products and services
Anticipate future opportunities
Identify factors of value on which to differentiate fromcompetitors
Use of personas today
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Types of personas
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Several personas can be created and each provides different insights
that help in product design, development and deployment
Types of personas
Learn more about the definition,
development of, and uses of each of theseperson types in the full white paper.
Freely available by contacting
Primary persona
Secondary persona
Negative persona
Group or family persona
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Personas should be developed during the Product Planning stage
When to create personas
The Market Requirements
articulate customer
requirements which may include
buyers and users.
It’s best to ensure a solid
understanding of the ‘customer’
before preparing requirements
that feed into later stages of product requirements
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How to create personas
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Creating personas requires a combination of quantitative and
qualitative analysis. The steps below explain the subsequent process
and these are defined in full detail in the white paper.
How to create personas
1. Market segmentation
2. Customer research – primaryand secondary
3. Complete persona – using the
brainmates persona template
To get your free copy of the white paper please email [email protected]
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There are some common pitfalls and risks associated with
creating personas:
Be focused – where appropriate, it’s better to create multiple
personas than to try to wrap different customers into one
Don’t act on assumptions or hunches – base persona details onreal, accurate and validated information
Ensure you review personas with all stakeholders – customer
service, operations, sales, research, marketing and other staff
Where possible, gather direct input from real customers
Persona beware!
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Ultimately, it’s about
understanding your customers
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The use of personas in product management and related disciplines
can help internal and external stakeholders to better understand the
target market and customers.
These ‘Characters’ help bring life to otherwise dry and complex
statistics and profiles.
Personas transform data and details into true and meaningful insight.
Personas are a useful tool for product managers in the definition,development and deployment of products and services
Conclusions
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email [email protected]
to request your free copy
Request the white paper
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Product innovation and design.
brainmates leads companies to define, develop anddeploy customer-centric products and services.
Phone: +61 (2) 9232 8147
Email: [email protected]
Web: www.brainmates.com.au