Personas 101
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Personas 101: An overview on how to "really" get started with writing personas for practical use in your product management & product marketing role.
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Personas 101
- 1. How to Really Get Started so Personas Can Help You Succeed Personas 101
- 2. intro “You can’t solve a problem with the same thinking that created it.” Albert Einstein 2
- 4. Why invest in persona(s) creation and use?
- 5. How do you use persona(s)?
- 6. What is the structure of a persona?
- 7. How do you create a persona? (Steps 1-2-3-4)
- 10. Attitudes
- 11. Behaviors… of a user … … and/or buyer … … that remains conspicuous in the minds of those who design, build, and market products 4
- 13. To help in communicating the same information to all members of the team, reducing interpretation
- 14. To help in making the decisions about where to invest real $$ in the development (for users) and marketing (for buyers) processes5
- 17. Metrics – what are expected behaviors and success measures
- 18. Results?
- 19. Change misconceptions about market segments
- 21. Effective marketing messages & programs 6
- 24. Financial
- 25. End-userIt’s about value, not number! 7
- 27. Bullets work fine, if that is acceptable styleDon’t confuse market segment with market persona! 8
- 28. getting started…1-2-3-4 steps Involve many colleagues Research Analyze & write Communicate & use 9
- 30. Marketing
- 33. UI team
- 34. Sales
- 35. Customer supportstep 1 - involvement
- 37. Most common
- 38. Interviews
- 39. In person
- 40. phone
- 41. Field study
- 46. Comb company CRM data
- 47. “Friends & family” list
- 48. Mine Social media resources
- 49. Internet search
- 50. Facebook (better for consumer-based products)
- 51. LinkedIn
- 52. Twitter12
- 54. Key initiatives underwayWhat are their goals? What problems do they face? What is their ideal solution? Who makes the decisions? Budgeting process/authority/approvals? 13
- 56. Industry publications, trade associations, conferences
- 57. Vendors
- 60. Internal
- 61. External
- 62. Social media
- 64. step 2 - user persona questions What are they trying to do? How do they do it now? Who do they do it with? What do they want? (their vision) What are they willing to give up? Ask for A/B priority choices What competitive products do you like? Why? What would stop you from implementing …? (in person) Ask for a show & tell 15
- 66. Attitudes or beliefs that stop them from purchasing your product
- 67. What metrics matter to them?
- 68. What metrics do they use?
- 69. What are their alternatives to purchasing your product?
- 70. What alternatives do they use to solve their problem?
- 71. Role/influence in the decision process
- 72. What have they seen they like/dislike?
- 73. What did they see/hear that moved them to action? Why?16
- 74. step 2 - be prepared 17
- 75. step 2 - be prepared 18
- 76. step 2 - be prepared 19
- 77. step 2 - be prepared 20
- 79. Look at your research
- 80. Post-it exercise = great tool!
- 81. Develop personas
- 82. Word doc is fine!
- 84. Salient details for audience’s understanding
- 86. Test them
- 87. Revise if persona isn’t supported
- 88. Test them
- 89. Revise if persona isn’t supported
- 91. step 3 – “persona mapping” 22
- 92. step 3 – samples: end user http://www2.sims.berkeley.edu/courses/final-projects/travelite/design_business.htm 23
- 93. step 3 – samples: end user 24
- 94. step 3 – samples: buyer http://www.small-biz-marketing-tips.com/buyer-persona.html 25
- 95. step 3 – samples: buyer http://www.steptwo.com.au/papers/kmc_personas 26
- 97. What programs/marketing artifacts can benefit from the changes learned?
- 98. Web site
- 99. Sales presentations and brochures
- 100. Trade show booth
- 101. Targeted campaigns
- 102. How will product management help development incorporate?
- 103. User stories in agile environments
- 104. Prioritization lists for roadmaps
- 105. What will Sales do differently? Customer support? Executive Leadership?step 4 - closing the loop 27
- 107. what else? 29
- 109. On Twitter: @jidoctor
Editor's Notes
- The Webster and Oxford dictionaries actually define persona as “the characters of a drama, novel, etc.” In the world of product management/product marketing, there are many definitions with different words, but they all come down to the same meaning. A persona is a representation of your typical, average, most common, etc user if you are looking from a product management side and working on features, priorities and builds; or, the same of your buyer if you are looking at product marketing and trying to understand how to look at outbound activities that will resonate with your targets.
- You may hear different reasons about why you should invest in personas, but in the end it all comes down to two reasons:To keep your eyes on what real people want, not about making stuff up or guessing. There is a science to this art; and, To insure that all members of your team hear the same, understand the same, and have the same knowledge about the real people’s needs; and, Because real money is at stake. The economic challenges that we have been facing, the job cuts that resulted, the downturn in your sales all had an impact on real money in your company. If you’re going to make an investment, you want it to matter and be the right one with the desired impact. Making it up is not an option in this economy.
- There is no magic number for how many personas should be created. Generally, create one for each unique market segmentation you have identified; however, it is commonly accepted that you cannot manage more than 4-6 personas for either users or buyers.The number is less important than the value!
- Don’t use your existing customers – they already believe in the value of what you offer and are solving their problem with your solution.
- Don’t underestimate the “other” influence category! Spouses, neighbors, children, etc play a larger role than you might think.
- The post-it exercise allows you to write the data down from the different collection tools and group them into categories.
- If you don’t change your behaviors as a company, actions and outputs, from having developed personas – why did you invest in the development?