The Persona Lifecycle

The Persona Lifecycle

Keeping People in Mind Throughout Product Design

1st Edition - April 24, 2006

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  • Authors: John Pruitt, Tamara Adlin
  • eBook ISBN: 9780080455730

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Description

The Persona Lifecycle is a field guide exclusively focused on interaction design's most popular new technique. The Persona Lifecycle addresses the "how" of creating effective personas and using those personas to design products that people love. It doesn’t just describe the value of personas; it offers detailed techniques and tools related to planning, creating, communicating, and using personas to create great product designs. Moreover, it provides rich examples, samples, and illustrations to imitate and model. Perhaps most importantly, it positions personas not as a panacea, but as a method used to complement other user-centered design (UCD) techniques including scenario-based design, cognitive walkthroughs and user testing. The authors developed the Persona Lifecycle model to communicate the value and practical application of personas to product design and development professionals. This book explores the complete lifecycle of personas, to guide the designer at each stage of product development. It includes a running case study with rich examples and samples that demonstrate how personas can be used in building a product end-to-end. It also presents recommended best practices in techniques, tools, and innovative methods and contains hundreds of relevant stories, commentary, opinions, and case studies from user experience professionals across a variety of domains and industries. This book will be a valuable resource for UCD professionals, including usability practitioners, interaction designers, technical writers, and program managers; programmers/developers who act as the interaction designers for software; and those professionals who work with developers and designers.  

Key Features

Features
* Presentation and discussion of the complete lifecycle of personas, to guide the designer at each stage of product development.
* A running case study with rich examples and samples that demonstrate how personas can be used in building a product end-to-end.
* Recommended best practices in techniques, tools, and innovative methods.
* Hundreds of relevant stories, commentary, opinions, and case studies from user experience professionals across a variety of domains and industries.

Readership

User-Centered Design (UCD)professionals, including usability practitioners, interaction designers; technical writers, and program managers, as well as programmers/developers who act as the interaction designers for software--or those professionals who work with developers and designers.

Table of Contents

  • ENTHUSIASTIC ENDORSEMENTS FROM BOTH FOUNDERS OF THE NIELSEN NORMAN GROUP!

    THE MORGAN KAUFMANN SERIES IN INTERACTIVE TECHNOLOGIES

    DEDICATION

    ACKNOWLEDGMENTS

    FOREWORD

    Chapter 1: THE NEXT FRONTIER FOR USER-CENTERED DESIGN

    YOU ARE ALREADY A PROFESSIONAL IMAGINER

    THIS BOOK IS ABOUT BUILDING PRODUCTS FOR PEOPLE

    WHY DO WE NEED PERSONAS?

    PERSONAS HELP MAKE USER-CENTERED DESIGN POSSIBLE

    USER REPRESENTATIONS ARE NOT NEW AND WE CAN LEARN A LOT FROM THE PAST

    THE NEXT FRONTIER FOR PERSONAS

    SOUNDS GREAT! LET’S USE PERSONAS! … IT’S EASIER SAID THAN DONE

    THIS BOOK IS DESIGNED TO FILL IN THE GAPS

    SUMMARY

    Chapter 2: OVERVIEW OF THE PERSONA LIFECYCLE

    THE PHASES OF THE PERSONA LIFECYCLE

    THE PERSONA LIFECYCLE IS DESIGNED TO ENHANCE, NOT REPLACE, YOUR EXISTING PROCESSES

    PUTTING IT ALL TOGETHER: THE PERSONA LIFECYCLE IN ACTION

    SUMMARY

    Chapter 3: PERSONA FAMILY PLANNING

    SETTING THE SCENE: WHAT’S GOING ON IN YOUR ORGANIZATION NOW IF YOU’RE NOT USING PERSONAS?

    WHAT IS FAMILY PLANNING FOR PERSONAS?

    BUILDING A CORE TEAM

    RESEARCHING YOUR OWN ORGANIZATION (ORGANIZATIONAL INTROSPECTION)

    CREATE AN ACTION PLAN

    DECIDE WHEN AND HOW TO INVOLVE CONSULTANTS

    IDENTIFY DATA SOURCES AND COLLECT DATA

    PLAN AND EXECUTE YOUR OWN PRIMARY USER RESEARCH

    CONDUCT FIELD STUDIES TO GATHER QUALITATIVE DATA

    COLLECT DATA THROUGH SECONDARY SOURCES

    TRACK AND MANAGE DATA SOURCES AS YOU COLLECT THEM

    SUMMARY

    Chapter 4: PERSONA CONCEPTION AND GESTATION

    SETTING THE SCENE: WHAT’S GOING ON IN YOUR ORGANIZATION NOW?

    WHAT IS CONCEPTION AND GESTATION FOR PERSONAS?

    PERSONA CONCEPTION: STEPS 1, 2, AND 3

    PERSONA GESTATION: STEPS 4, 5, AND 6

    HOW TO KNOW YOU ARE READY FOR BIRTH AND MATURATION

    SUMMARY

    Chapter 5: PERSONA BIRTH AND MATURATION

    SETTING THE SCENE—WHAT’S GOING ON IN YOUR ORGANIZATION NOW?

    WHAT IS BIRTH AND MATURATION FOR PERSONAS?

    STEP 1: PREPARE FOR BIRTH AND BEYOND

    STEP 2: BIRTH

    STEP 3: MATURATION

    PERSONA ARTIFACTS (THE WHAT AND HOW OF COMMUNICATING YOUR PERSONAS)

    IF YOU ARE A CONSULTANT

    SUMMARY

    Chapter 6: PERSONA ADULTHOOD

    SETTING THE SCENE—WHAT’S GOING ON IN YOUR ORGANIZATION NOW?

    WHAT IS ADULTHOOD FOR PERSONAS?

    PLAN, DESIGN, EVALUATE, RELEASE: HOW TO USE PERSONAS DURING THE STAGES OF PRODUCT DEVELOPMENT

    STAGE 1: USE PERSONAS TO PLAN YOUR PRODUCT

    STAGE 2: USE PERSONAS TO EXPLORE DESIGN SOLUTIONS

    STAGE 3: USE PERSONAS TO EVALUATE YOUR SOLUTIONS

    STAGE 4: USE PERSONAS TO SUPPORT THE RELEASE OF YOUR PRODUCT

    TRANSITIONING INTO LIFETIME ACHIEVEMENT, REUSE, AND RETIREMENT

    SUMMARY

    Chapter 7: PERSONA LIFETIME ACHIEVEMENT, REUSE, AND RETIREMENT

    SETTING THE SCENE: WHAT’S GOING ON IN YOUR ORGANIZATION NOW?

    WHAT IS LIFETIME ACHIEVEMENT, REUSE, AND RETIREMENT FOR PERSONAS?

    LIFETIME ACHIEVEMENT: MEASURE THE RETURN ON INVESTMENT (ROI) OF YOUR PERSONA EFFORT

    REUSE AND RETIREMENT: DECIDE HOW TO MANAGE THE TRANSITION TO THE NEXT PROJECT

    SUMMARY

    Chapter 8: USERS, ROLES, AND PERSONAS

    ROLES AND PERSONAS

    MODELING USERS WITH ROLES

    MODELING USER TASKS

    FROM ABSTRACT TASKS TO CONCRETE INTERFACES

    BOTH/AND MODELING

    IN PRACTICE

    PERSONAS OR NOT

    Chapter 9: STORYTELLING AND NARRATIVE

    PERSONAS WORK BECAUSE THEY TELL STORIES

    WE ARE WIRED FOR STORYTELLING

    SHARED STORIES CREATE CULTURE

    STORIES ARE NOT JUST FOR BEDTIME

    THE WELL-CRAFTED STORY

    STORIES WORK WHEN PEOPLE BELIEVE IN THEM

    PUTTING STORIES TO WORK

    STORIES AND SCENARIOS

    CRAFTING A STORY

    SUMMARY

    Chapter 10: REALITY AND DESIGN MAPS

    MAPS COMPLEMENT THE CREATION AND USE OF PERSONAS

    WHAT EXACTLY ARE MAPS?

    THE REALITY MAPPING PROCESS

    WHAT ARE DESIGN MAPS?

    THE DESIGN MAPPING PROCESS

    SUMMARY

    Chapter 11: MARKETING VERSUS DESIGN PERSONAS

    PERSONAS ALWAYS HAVE ONE FOOT IN THE WORLD OF MARKETING

    A PLACE FOR PERSONAS IN TODAY’S MARKETING REVOLUTION

    BUILDING PERSONAS SPECIFICALLY FOR MARKETING PURPOSES

    FLEXING YOUR DESIGN PERSONAS’ MUSCLES FOR MARKETING PURPOSES

    BUILDING YOUR BRAND WITH HELP FROM PERSONAS

    SUMMARY

    Chapter 12: WHY PERSONAS WORK: THE PSYCHOLOGICAL EVIDENCE

    INTRODUCTION

    UNDERSTANDING OTHER MINDS: WHERE DID THIS CAPACITY COME FROM?

    CONSCIOUS MODELS AND UNCONSCIOUS MODELS: WHY DOES IT MATTER?

    STUDIES OF ARTICULATED CONSCIOUS MODELS

    STUDIES OF UNCONSCIOUS MODELS

    PSYCHOLOGICAL EVIDENCE FROM WRITING

    PSYCHOLOGICAL EVIDENCE FROM ACTING

    SUMMARY: PSYCHOLOGICAL ACCURACY AND FICTIONAL PREPARATION

    PSYCHOLOGICAL ASSESSMENTS OF OTHER DESIGN METHODS

    FROM ENGAGEMENT TO CARING

    SUMMARY

    Appendix A: G4K ORGANIZATIONAL ARCHETYPE AND SAMPLE PERSONA

    Appendix B: EXAMPLE PERSONAS FROM REAL PROJECTS

    Appendix C: SAMPLE IMAGE RELEASE FORM

    REFERENCES

    CONTRIBUTOR INDEX

    SUBJECT INDEX

    ABOUT THE AUTHORS

    ABOUT THE ILLUSTRATOR

Product details

  • No. of pages: 744
  • Language: English
  • Copyright: © Morgan Kaufmann 2006
  • Published: April 24, 2006
  • Imprint: Morgan Kaufmann
  • eBook ISBN: 9780080455730

About the Authors

John Pruitt

John Pruitt is a User Research Manager for the Tablet and Mobile PC Division at Microsoft Corporation. Since joining Microsoft in 1998, he has conducted user research for a number of products including Windows 98SE, Windows 2000 Professional, Windows XP, and MSN Explorer, versions 6, 7 & 8. Prior to Microsoft, he was an invited researcher in the Human Information Processing Division of the Advanced Telecommunications Research Laboratory, in Kyoto, Japan, and also worked as a civilian scientist doing simulation and training research for the U.S. Navy.

John holds a Ph.D. in experimental psychology from the University of South Florida and has published articles and chapters on usability methods, skill training, naturalistic decision-making, speech perception and second-language learning. He has been creating and using personas for more than five years, continually developing a more rigorous approach to the method and mentoring numerous product teams at Microsoft and companies worldwide in adopting the technique. John has led workshops and spoken widely on the topic at both academic and industry events.

Affiliations and Expertise

Senior Program Manager, SharePoint, Microsoft

Tamara Adlin

Tamara Adlin is the Principal consultant at Adlin, Inc. She was formerly a Customer Experience Manager at Amazon.com. For the past six years, John and Tamara have been researching and using personas, leading workshops, and teaching courses at professional conferences and universities. They developed the Persona Lifecycle model to communicate the value and practical application of personas to product design and development professionals.

Affiliations and Expertise

Experience Strategist, adlin, inc.

Ratings and Reviews

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  • DevonSingh Wed Oct 31 2018

    Good book

    I’ve used this book to develop qualitative personas. Great!