personas tool for empathy
DESCRIPTION
A 20 minute presentation delivered at this year's Intranets conference, held in Sydney.TRANSCRIPT
steve baty
1 Designing for people
steve baty
http://en.wikipedia.org/wiki/File:Pound_layer_cake.jpg
steve baty
http://www.monarchcakes.com.a
u/history.htm
steve baty
steve baty
2Introducing personas“The persona is a powerful, multipurpose design tool that helps overcome several problems that currently plague the development of digital products. Personas help designers:
1 Determine what a product should do and how it should behave.
2 Communicate with stakeholders, developers, and other designers.
3 Build consensus and commitment to the design.4 Measure the design’s e!ectiveness.5 Contribute to other product-related e!orts such as
marketing and sales plans.”
Alan Cooper, About Face.
steve baty
http://uxmag.com/articles/personas-the-foundation-of-a-great-
user-experience
steve baty
2Introducing personasYes, but really they’re about empathy.
steve baty
‣ Conduct first-hand research
‣ Include the broader team
‣ Develop an intimate knowledge of each persona
‣ Be relevant to the immediate design objectives
‣ Provide rich scenarios for each persona
Jared Spool, http://www.uie.com/articles/successful_persona_projects
25 factors for successful personas
steve baty
2Introducing personas
In other words, work hard at developing empathy.
Why empathy?“At its heart, design seeks to purposefully improve the lot of some segment of humanity through the enablement or improvement of some human endeavour. To understand the gap or the current shortcomings of that human endeavour design undertakes direct, primary research with our 'target' segment—along with whatever secondary to tertiary research is appropriate. More importantly, and philosophically, design seeks such understanding from the perspective of the people engaged in the end result—our target a.k.a. the people we are attempting to help.
Our tool here, and the vehicle for such understanding, is empathy.“
steve baty
3Empathy in disruptive innovation“Being truly insightful involves immersing yourself into the world of your customers to try to see how things look from their viewpoint.”
Luke Williams, Disrupt
steve baty
steve baty
4Empathy in Blue Ocean Strategy“Instead of concentrating on customers, they need to look to non-customers. Instead of focusing on di!erences, they need to build on power commonalities.”
W. Kim Chan & Renee Mauborgne: Blue Ocean Strategy.
steve baty
Thank you Steve Baty Principal Email: [email protected]: @docbaty
References ‣http://johnnyholland.org/2009/03/why-shouldnt-i-kill-personas/‣http://www.uie.com/articles/successful_persona_projects‣http://www.uxmatters.com/mt/archives/2009/04/user-research-for-personas-and-other-audience-models.php‣http://www.core77.com/blog/articles/the_character_of_design_by_steve_baty_21975.asp‣http://www.informationdesign.org/archives/personas/‣Disrupt: Think the unthinkable to spark transformation, Williams, L.‣Blue Ocean Strategy: How to create uncontested market space and make the competition irrelevant. W. Kim Chan & Renee Mauborgne