How do you get everybody in your company to understand your customers — especially if you’re not 100% certain yourself? You’ve got out of the building and talked to your customers, but how do you communicate and build on what you learned when you get back? We’ll show how to get the whole team involved in doing user research and building persona continuously. You’ll be introduced to a practical technique for integrating persona with lean approaches to product strategy and development.

1. Adrian Howard (@adrianh)
Lean Persona
UXPA UK, London, October 16 2014

2. + 

3. http://commons.wikimedia.org/wiki/File:Mr._Maji,_a_long-haired_orange_cat_with_white_muzzle.jpg

4. https://www.flickr.com/photos/2top/8507775261/

5. http://commons.wikimedia.org/wiki/File:Hello_Kitty-Bremen.jpg

6. https://www.flickr.com/photos/hansthijs/3586762234/

7. http://memegenerator.net/instance/54376410

8. Persona

9. http://commons.wikimedia.org/wiki/File:Customers_in_the_Book_Department_at_Selfridge's_department_store_in_London_during_1942._D6590.jpg

10. Analysis
& Synthesis
http://commons.wikimedia.org/wiki/File:The_Thinker_Musee_Rodin.jpg

11. http://www.slideshare.net/toddwarfel/data-driven-personas

12. https://www.flickr.com/photos/mattandjanet/103437949/

13. http://commons.wikimedia.org/wiki/File:Professor_Lucifer_Butts.gif

14. http://commons.wikimedia.org/wiki/File:Rows_of_Bookshelves.jpg

16. https://www.flickr.com/photos/hansthijs/3586762234/

17. http://commons.wikimedia.org/wiki/File:So_happy_smiling_cat.jpg

18. Problem?

19. ideas
learn build
data product
measure
Lean Startup
Customer Development + Agile + Lean

20. think make
check
Lean UX
Lean Startup + UX + Design Thinking

21. Problems…
• Large up-front investment of time, money & people
• Need a fairly good grasp of our market
• Tends to result in set-and-forget persona
• Introducing products changes the world
• Presented as truth

22. Personas are to Persona
Descriptions as Vacations are to
Souvenir Picture Albums
— Jared Spool
http://www.uie.com/brainsparks/2008/01/24/personas-are-not-a-document/

23. https://www.flickr.com/photos/library_of_congress/2163462230/
Sam Bossman,
VP of Sales

24. Pat Minion,
Sam’s PA
https://www.flickr.com/photos/powerhouse_museum/3876631361/

25. Lean Persona

26. 1. Define

28. http://www.slideshare.net/clevergirl/luxr-oneday-workshop/73

30. Apply the truthiness scale…

32. Made up sh*t True

33. Made up sh*t True

34. http://commons.wikimedia.org/wiki/File:Cat_skeleton_-Booth_Museum,_Brighton_and_Hove,_East_Sussex,_England-20Oct2011.jpg

35. 2. Refine

36. Add structure

38. Define rules…

39. https://twitter.com/guspower/status/448487628107575296/photo/1

40. http://commons.wikimedia.org/wiki/File:Big_Fat_Red_Cat.jpg

41. 3. Realign

42. http://commons.wikimedia.org/wiki/File:International_tidyman.svg

43. http://pixabay.com/en/viewpoint-gazebo-lookout-point-99199/

44. http://pixabay.com/en/sign-signs-traffic-road-street-39400/

45. http://pixabay.com/en/traffic-sign-road-sign-shield-6664/

46. The Good, the Bad & the Ugly

47. Communicates risk and
confidence, not truth

48. Lets you get people starting
quickly & cheaply

49. Whole team approach
eases adoption

50. Integrates research & researchers

51. No set & forget persona

52. Continuous learning

53. Embraces change

54. Organisations still need to buy in

55. Folk forget refine & realign

56. http://memegenerator.net/instance/54379154

57. Made up sh*t True

59. http://pixabay.com/en/traffic-sign-road-sign-shield-6664/

60. DO LESS
MORE OFTEN
to do
MORE
Adrian Howard (@adrianh)
quietstars.com