Persona Lifecycle (eBook)

Keeping People in Mind Throughout Product Design

Tamara Adlin, John Pruitt (Autoren)

eBook Download: PDF

2010 | 1. Auflage
744 Seiten
Elsevier Science (Verlag)
978-0-08-045573-0 (ISBN)

Infos

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.

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.

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.

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The Persona Lifecycle is a field guide exclusively focused on interaction design's most popular new technique. The Persona Lifecycle addresses the "e;how"e; 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. 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.

Inhalt

Front cover 1
ENTHUSIASTIC ENDORSEMENTS FROM BOTH FOUNDERS OF THE NIELSEN NORMAN GROUP! 2
THE MORGAN KAUFMANN SERIES IN INTERACTIVE TECHNOLOGIES 3
Title page 6
Copyright 7
front matter 8
DEDICATION 8
CONTENTS 10
ACKNOWLEDGMENTS 12
FOREWORD 16
body 20
1 THE NEXT FRONTIER FOR USER-CENTERED DESIGN 20
YOU ARE ALREADY A PROFESSIONAL IMAGINER 21
THIS BOOK IS ABOUT BUILDING PRODUCTS FOR PEOPLE 22
WHY DO WE NEED PERSONAS? 22
PERSONAS HELP MAKE USER-CENTERED DESIGN POSSIBLE 28
USER REPRESENTATIONS ARE NOT NEW AND WE CAN LEARN A LOT FROM THE PAST 38
THE NEXT FRONTIER FOR PERSONAS 53
SOUNDS GREAT! LET'S USE PERSONAS! ...IT'S EASIER SAID THAN DONE 54
THIS BOOK IS DESIGNED TO FILL IN THE GAPS 59
SUMMARY 62
2 OVERVIEW OF THE PERSONA LIFECYCLE 64
THE PHASES OF THE PERSONA LIFECYCLE 64
THE PERSONA LIFECYCLE IS DESIGNED TO ENHANCE, NOT REPLACE,YOUR EXISTING PROCESSES 69
PUTTING IT ALL TOGETHER:THE PERSONA LIFECYCLE IN ACTION 74
SUMMARY 81
3 PERSONA FAMILY PLANNING 84
SETTING THE SCENE: WHAT’S GOING ON IN YOUR ORGANIZATION NOW IF YOU’RE NOT USING PERSONAS? 84
WHAT IS FAMILY PLANNING FOR PERSONAS? 86
BUILDING A CORE TEAM 88
RESEARCHING YOUR OWN ORGANIZATION (ORGANIZATIONAL INTROSPECTION) 101
CREATE AN ACTION PLAN 116
DECIDE WHEN AND HOW TO INVOLVE CONSULTANTS 134
IDENTIFY DATA SOURCES AND COLLECT DATA 137
PLAN AND EXECUTE YOUR OWN Y USER RESEARCH 147
CONDUCT FIELD STUDIES TO GATHER QUALITATIVE DATA 148
COLLECT DATA THROUGH SECONDARY SOURCES 165
TRACK AND MANAGE DATA SOURCES AS YOU COLLECT THEM 174
SUMMARY 177
4 PERSONA CONCEPTION AND GESTATION 180
SETTING THE SCENE: WHAT’S GOING ON IN YOUR ORGANIZATION NOW? 180
WHAT IS CONCEPTION AND GESTATION FOR PERSONAS? 181
PERSONA CONCEPTION: STEPS 1, 2, AND 3 193
PERSONA GESTATION:STEPS 4, 5, AND 6 228
HOW TO KNOW YOU ARE READY FOR BIRTH AND MATURATION 287
SUMMARY 287
5 PERSONA BIRTH AND MATURATION 290
SETTING THE SCENE—WHAT’S GOING ON IN YOUR ORGANIZATION NOW? 290
WHAT IS BIRTH AND MATURATION FOR PERSONAS? 292
STEP 1: PREPARE FOR BIRTH AND BEYOND 293
STEP 2: BIRTH 306
STEP 3: MATURATION 321
PERSONA ARTIFACTS (THE WHAT AND HOW OF COMMUNICATING YOUR PERSONAS) 326
IF YOU ARE A CONSULTANT 358
SUMMARY 359
6 PERSONA ADULTHOOD 362
SETTING THE SCENE—WHAT’S GOING ON IN YOUR ORGANIZATION NOW? 362
WHAT IS ADULTHOOD FOR PERSONAS? 364
PLAN, DESIGN, EVALUATE, RELEASE: HOW TO USE PERSONAS DURING THE STAGES OF PRODUCT DEVELOPMENT 369
STAGE 1: USE PERSONAS TO PLAN YOUR PRODUCT 373
STAGE 2: USE PERSONAS TO EXPLORE DESIGN SOLUTIONS 396
STAGE 3: USE PERSONAS TO EVALUATE YOUR SOLUTIONS 415
STAGE 4: USE PERSONAS TO SUPPORT THE RELEASE OF YOUR PRODUCT 431
TRANSITIONING INTO LIFETIME ACHIEVEMENT, REUSE, AND RETIREMENT 446
SUMMARY 447
7 PERSONA LIFETIME ACHIEVEMENT, REUSE, AND RETIREMENT 450
SETTING THE SCENE: WHAT’S GOING ON IN YOUR ORGANIZATION NOW? 450
WHAT IS LIFETIME ACHIEVEMENT, REUSE, AND RETIREMENT FOR PERSONAS? 451
LIFETIME ACHIEVEMENT: MEASURE THE RETURN ON INVESTMENT (ROI) OF YOUR PERSONA EFFORT 452
REUSE AND RETIREMENT: DECIDE HOW TO MANAGE THE TRANSITION TO THE NEXT PROJECT 502
SUMMARY 513
8 USERS, ROLES, AND PERSONAS 516
ROLES AND PERSONAS 521
MODELING USERS WITH ROLES 525
MODELING USER TASKS 528
FROM ABSTRACT TASKS TO CONCRETE INTERFACES 530
BOTH/AND MODELING 532
IN PRACTICE 533
PERSONAS OR NOT 536
9 STORYTELLING AND NARRATIVE 538
PERSONAS WORK BECAUSE THEY TELL STORIES 538
WE ARE WIRED FOR STORYTELLING 539
SHARED STORIES CREATE CULTURE 540
STORIES ARE NOT JUST FOR BEDTIME 541
THE WELL-CRAFTED STORY 547
STORIES WORK WHEN PEOPLE BELIEVE IN THEM 550
PUTTING STORIES TO WORK 553
STORIES AND SCENARIOS 553
CRAFTING A STORY 560
SUMMARY 571
10 REALITY AND DESIGN MAPS 574
MAPS COMPLEMENT THE CREATION AND USE OF PERSONAS 574
WHAT EXACTLY ARE MAPS? 575
THE REALITY MAPPING PROCESS 583
WHAT ARE DESIGN MAPS? 605
THE DESIGN MAPPING PROCESS 608
SUMMARY 618
11 MARKETING VERSUS DESIGN PERSONAS 620
PERSONAS ALWAYS HAVE ONE FOOT IN THE WORLD OF MARKETING 621
A PLACE FOR PERSONAS IN TODAY’S MARKETING REVOLUTION 625
BUILDING PERSONAS SPECIFICALLY FOR MARKETING PURPOSES 633
FLEXING YOUR DESIGN PERSONAS’ MUSCLES FOR MARKETING PURPOSES 640
BUILDING YOUR BRAND WITH HELP FROM PERSONAS 646
SUMMARY 658
12 WHY PERSONAS WORK: THE PSYCHOLOGICAL EVIDENCE 660
INTRODUCTION 660
UNDERSTANDING OTHER MINDS: WHERE DID THIS CAPACITY COME FROM? 662
CONSCIOUS MODELS AND UNCONSCIOUS MODELS: WHY DOES IT MATTER? 663
STUDIES OF ARTICULATED CONSCIOUS MODELS 664
STUDIES OF UNCONSCIOUS MODELS 665
PSYCHOLOGICAL EVIDENCE FROM WRITING 672
PSYCHOLOGICAL EVIDENCE FROM ACTING 674
SUMMARY: PSYCHOLOGICAL ACCURACY AND FICTIONAL PREPARATION 676
PSYCHOLOGICAL ASSESSMENTS OF OTHER DESIGN METHODS 676
FROM ENGAGEMENT TO CARING 679
SUMMARY 679
Appendix A G4K ORGANIZATIONAL ARCHETYPE AND SAMPLE PERSONA 682
ORGANIZATIONAL ARCHETYPE: GIGANTIC FOR KIDS (G4K), INCORPORATED 682
AN EXAMPLE PERSONA,TANNER THOMPSON, THE TENACIOUS TINKERER 686
RESEARCH REFERENCES 696
Appendix B EXAMPLE PERSONAS FROM REAL PROJECTS 699
QUARRY INTEGRATED COMMUNICATIONS & REALSUITE INCORPORATED
MENTOR GRAPHICS 703
ZYLOM MEDIA GROUP 705
Appendix C SAMPLE IMAGE RELEASE FORM 708
REFERENCES 710
ADDITIONAL RESOURCES 722
ABOUT THE AUTHORS 740
ABOUT THE ILLUSTRATOR 741
Indices 724
CONTRIBUTOR INDEX 724
SUBJECT INDEX 726

Produkt-Details

• Erscheint lt. Verlag: 4.8.2010
• Sprache: englisch
• Themenwelt: Mathematik / Informatik ► Informatik ► Programmiersprachen / -werkzeuge
• Themenwelt: Informatik ► Software Entwicklung ► User Interfaces (HCI)
• Themenwelt: Mathematik / Informatik ► Informatik ► Theorie / Studium
• ISBN-10: 0-08-045573-5 / 0080455735
• ISBN-13: 978-0-08-045573-0 / 9780080455730