The Persona Lifecycle

1st Edition

Keeping People in Mind Throughout Product Design

Authors: John Pruitt Tamara Adlin
Paperback ISBN: 9780125662512
eBook ISBN: 9780080455730
Imprint: Morgan Kaufmann
Published Date: 24th April 2006
Page Count: 744
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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 B


Description

If you design and develop products for people, this book is for you. 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.

John Pruitt is the User Research Manager for the Tablet & Mobile PC Division at Microsoft Corporation. Tamara Adlin is 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.

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.


Details

No. of pages:
744
Language:
English
Copyright:
© Morgan Kaufmann 2006
Published:
Imprint:
Morgan Kaufmann
eBook ISBN:
9780080455730
Paperback ISBN:
9780125662512

Reviews

"Personas personified. The definitive word on why personas are better than people in guiding your designs. Filled with case histories, sidebars, and helpful, useful guidelines as well as deep, penetrating analyses. A big book, and for reason. This book is unique in that it is truly for everyone: the practitioner, the researcher, and the teacher. Did I say this was essential reading? Well, it is: if you use personas, if you have thought about using them, if you don't even know what they are, this is the book for you." - Don Norman, author of Emotional Design and The Design of Everyday Things "Personas are powerful design tools, which are that much more dangerous if they are grounded in weak methodology. Pruitt and Adlin show you how to do personas right and how to base them on real user data. Follow their advice or risk disaster." Jakob Nielsen, author of Usability Engineering and Designing Web Usability: The Practice of Simplicity


About the Authors

John Pruitt Author

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 Author

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.