Ne vous trompez pas de « personas » Chroniques d’experts Marketing Le 30/01/2018 © Getty Images De nombreux utilisateurs de l’outil « persona » sont tombés dans le piège qu’il est pourtant censé permettre d’éviter. Théorisées dans les années 1990 par Alan Cooper, les « personas » sont des portraits robots de futurs clients ou utilisateurs. Un persona est ainsi constitué d’une trame narrative illustrée, qui décrit un individu et ses interactions avec son environnement. Ces portraits, agrémentés d’illustrations, invitent les métiers impliqués dans la définition d’un nouveau produit ou d’un nouveau service à sortir de leurs débats d’experts pour se concentrer sur les comportements attendus de l’utilisateur cible. Une méthode victime de son succès Outre leur rôle d’aide à la priorisation, les personas permettent aussi de créer une relation empathique avec l’utilisateur sans pourtant qu’il participe aux réunions de conception (lire aussi la chronique : « Relation client : c’est l’émotion qui compte »).
A chaque usage ses personas. Persona Template, for user-centered design process. As I’ve been writing up my design process, I’ve been creating some more tools and templates. Here is one for the ‘scoping’ and ‘understanding’ part of design work: the User Persona Profile document. (c) Margaret Hagan 2014, all rights reserved Two of the central principles of the user-centered design process are to Design For a Specific User, and to Know Your User in a meaningful way.
Rather than just start building a product, or trying to build for an average composite of 18-39 year-olds, the design process pushes the designer to construct a deliberate, thoughtful Persona, who will be the target audience. This Persona Document is meant to structure the user-centeredness for the designer — to make sure she understands the user she is building for, and also to discover hidden opportunities for making a great design. Please feel free to use this Persona Document as long as you attribute it back to me. Persona vs. Archetype: Which Is Better For Design Brainstorming? In my previous article about empathic design, we saw how the designer should put himself in the shoes of users in order to understand their needs and behaviors while using your product or application. Predicting user behavior is a very critical component, as both marketing and design processes depend on it to build a product that meets users’ expectations and achieves success in the market.
Many methods are used to accomplish this goal, including market segmentation, persona, and archetype. Each of these methods has its own approach, and in order to understand which method to use, we need to understand the differences between them. While the focus of today’s article is the persona and archetype, please note that we already covered market segmentation in detail in “What Is Market Segmentation and Why Designers Should Understand It.” What Is Persona? Simply put, persona is part of the process to create a character that represents the end consumer. What Is Archetype? Le designer est-il un manipulateur manipulé ? - Mais où va le Web. [NB] Il y a quelques semaines avait lieu le premier colloque de « design éthique (Ethics by design) » à l’ENS Lyon, dont j’avais interviewé les organisateurs. Je publie aujourd’hui la restitution de cette riche journée en reprenant l’excellent billet medium de Clémence Piteau, designer.
La conception numérique durable aussi appelée Ethics By Design était notre grand sujet de ce vendredi 12 mai à l’Ecole Normale Supérieure de Lyon. Nous étions plus d’une centaine de professionnels des interfaces numériques rassemblés autour d’une même réflexion : « Les comportements d’addictions et de compulsions numérique sont-ils la responsabilités des utilisateurs ou de ceux qui conçoivent ces outils ? » (Crédit photo : publié par Welcome Max sur Twitter) Photo d’Hubert Guillaud, rédacteur en chef de InternetActu.net, média de la Fondation internet nouvelle génération.
À ce stade, pouvons-nous reprocher aux utilisateurs d’être responsables de leur sur-connection ? Et micro-interactions : Customer-Centric – Gamestorming. Object of Play Scott Sehlhorst, President of Tyner Blain LLC, has developed an ingenious way to guide the development of your product by identifying your stakeholders. Before laying out a framework of requirements that your product must meet, it is necessary to know your most important users. Doing so not only allows you to prioritize changes based on what people will actually use, but also provides you with the opportunity to build loyal customers by addressing their needs.
However, this is easier said than done, as many unidentified users are incorporated into your sphere of stakeholders indirectly through connections with those closer to the system (product). Number of Players 5 – 8 Duration of Play 1 hour How to Play 1. Innermost: The product (ex. 2. You can instantly play Customer-Centric online with as many members as you would like! Players can edit the placement and description of each icon, which everyone can view in real time. Personas are real people with changing needs – Design at IBM – Medium. As IBM Designers, we are well versed in the vernacular of IBM Design Thinking. We speak the language of hills, maps, loops, and personas. This story explores the last term in that list: personas. As a designer, I continually advocate the importance of a strong persona.
And, I believe, these personas need to be reevaluated and evolve throughout design thinking to continue to portray the real people we are designing for. A simple web search will yield the following: persona (Latin) — mask, character played by an actor. The word reflects the world of theater, and how those who take the stage become someone else. In the practice of IBM Design Thinking, there are several methods used to develop personas. In fact, there is documentation prepared showcasing these IBM efforts. But, too often I’ve witnessed personas value become weakened. Personas [shouldn’t be] just created and then forgotten — they [are] living, breathing characters that [permeate] all that we [do]. Personas | Usability.gov. DIY User Personas | UX Lady. Probably you already know what a persona is –if don’t check this -, and probably you, like me, build your first persona using some of the thousands personas layout you can find in the internet.
But as has happened to me you’ve probably also discovered this is not easy work… But you know, I love recipes, so here you have my own recipe to build user personas, step by step including 10 elements your persona should have. I create this guideline with the purpose to make the process of create personas a simple fill in the blank work, so I think could be useful for you too. Let me know! The guideline it is structured in 3 points: How to, with the step by step guide and the Interviews process.Layout, presenting the persona layout I use with 10 basic elements.Elements were I describe in details each one of the elements of the layout and the method used to obtain the information and measuring.
Each point follows a What? 1.1 Step by step (Modeling personas) What? A persona should include: Why? How? Why ? Personas | The Encyclopedia of Human-Computer Interaction, 2nd Ed. The persona method has developed from being a method for IT system development to being used in many other contexts, including development of products, marketing, planning of communication, and service design. Despite the fact that the method has existed since the late 1990s, there is still no clear definition of what the method encompasses. Common understanding is that the persona is a description of a fictitious person, but whether this description is based on assumptions or data is not clear, and opinions also differ on what the persona description should cover. A persona is not the same as an archetype or a person.
The special aspect of a persona description is that you do not look at the entire person, but use the area of focus or domain you are working within as a lens to highlight the relevant attitudes and the specific context associated with the area of work. Dorte is 53 years old and works as a secretary in her husband’s plumbing business in the suburbs of Copenhagen. 1. 2. What are User Personas? | Interaction Design Foundation. Personas are fictional characters, which you create based upon your research in order to represent the different user types that might use your service, product, site, or brand in a similar way. Creating personas will help you to understand your users’ needs, experiences, behaviours and goals. Creating personas can help you step out of yourself. It can help you to recognise that different people have different needs and expectations, and it can also help you to identify with the user you’re designing for.
Personas make the design task at hand less complex, they guide your ideation processes, and they can help you to achieve the goal of creating a good user experience for your target user group. As opposed to designing products, services, and solutions based upon the preferences of the design team, it has become standard practice within many human centred design disciplines to collate research and personify certain trends and patterns in the data as personas. Personas in Design Thinking. Les personas dans le Design thinking - NovoLaB.
Le premier à avoir imaginé le concept des personas est Alan Cooper dans son livre The Inmates are Running the Asylum. Son idée est de personnifier les utilisateurs de logiciels pour aider les développeurs à identifier les questions auxquelles pourraient être confronter les utilisateurs de ce logiciel. Le concept s’est élargi au marketing puis au Design thinking. L’idée est la même : identifier les clients auxquels sont destinés les services et produits créés. 1. Comment créer vos personas ? La création des personas commence par l’étude attentive des clients ou des utilisateurs de votre produit ou de votre service. La recherche d’information La méthode de recherche d’information sur les personas commence par la collecte d’informations : sur le CRM de l’entreprise. Le recours à des brainstormings est pertinent dans le cadre de la recherche d’information sur les utilisateurs et les clients.
L’analyse des informations C’est la deuxième phase de l’élaboration des personas. 2. Using Persona Empathy Mapping to Understand User Behavior. Persona is one of the tools that is used to build a better understanding of user behavior either in UX research or in marketing research by building a virtual avatar that represents the target consumer’s characteristics. However, achieving empathic design requires more than just drawing a virtual character that represent the target consumer, it also requires that designers put themselves in the shoes of the consumer to learn more about what they love, hate, think, and feel about the product. This target can be achieved through building a persona empathy map that can bridge the gap between the virtual character’s persona and the real consumer’s experience. While the persona aims to build a character that reflects the demographic data and interests of the target consumer, empathy mapping tends to focus on the sensory information about the consumer.
How to Build A Persona Empathy Map The persona empathy map is a large sheet of paper that has the character outlined and named in the middle. Creating Personas – prototypr. Getting started with IBM Design Thinking - practice - IBM Cloud Garage Method. Align. Innovate. Create. Maybe you think you have a great idea for a new product. Or, maybe you already created a product and your competitors just released an update that scares.
Either way, you need a proven process for innovating and delivering fast. IBM Design Thinking combines traditional techniques with new core practices IBM Design Thinking starts by bringing together a series of traditional design techniques, such as personas, empathy maps, as-is scenarios, design ideation, to-be scenarios, wireframe sketches, hypothesis-driven design, and minimum viable product (MVP) definition. Personas Start by getting to know the person or people that you intend to help with your product. You can gather this information from many sources, including surveys, forums, direct observation, and interviews.
Empathy maps After you define one or more personas, get to know them at a deeper level. As-is scenarios maps Next, take an in-depth look at your personas' primary task scenarios. To-be scenario maps. Smaply | Learning Resources. Personas. Stage 1 in the Design Thinking Process: Empathise with Your Users | Interaction Design Foundation. Design Thinking cannot begin without a deeper understanding of the people you are designing for. To gain those insights, it is important for design thinkers to empathise with the people they’re designing for to understand their needs, thoughts, emotions and motivations. The good news is that there are a wide range of methods you can use in order to learn more about people. Even better news: with enough mindfulness and experience, anyone can become masters at empathising with people. "Engaging with people directly reveals a tremendous amount about the way they think and the values they hold.
Sometimes these thoughts and values are not obvious to the people who hold them. Developing Empathy towards People Author/Copyright holder: Teo Yu Siang and Interaction Design Foundation. The five stages are not always sequential — they do not have to follow any specific order and they can often occur in parallel and be repeated iteratively. Assuming a Beginner’s Mindset Ask What? Interviews. 4 Common Mistakes to Avoid When Creating Personas. There is a rumor that at Amazon Jeff Bezos has an empty chair at meetings to stand in for the customer because decisions should be made with the customer at front of mind.
Creating personas is a similar act, only it fills in the details about your customers or your audience. It fills the empty chair. “Personas breathe real life into your audience so you don’t fall into the trap of depersonalizing your customers by thinking of them as users, rather than considering real flesh-and-blood people,” writes Ahava Leibtag, content strategist and president of Aha Media Group. “Personas help all content creators focus on the customer, making their needs, worries and responsibilities foremost, rather than our own.” Make sure you gather information that is specific to your mission. If you are a foundation that deals with education, you’ll want to gather info about whether your audience includes teachers, students, administrators, policy makers, or textbook publishers.
Talk to your sales team. 1. 2. Trouble with personas – uxdesign.cc. Le persona ou comment inviter vos utilisateurs dans votre atelier ? Recevez un extrait de notre guide de survie aux réunions pour transformer vos réunions en moments funs et productifs ! Voilà, vous avez votre idée de produit et vous en êtes persuadé, vous apportez la solution à un vrai problème, mais vous êtes-vous vraiment mis à la place de vos futurs utilisateurs ? Pas évident ! L’erreur est de penser solution, sans se mettre véritablement à la place de son / ses utilisateur(s) cible(s). Dans le design thinking, la toute première étape consiste à comprendre et à observer l’utilisateur dans son environnement pour identifier les problèmes qu’ils rencontrent. Le but est de se mettre dans la peau de l’utilisateur, comprendre ce qu’il vit, quels sont ces besoins et surtout les frustrations qu’il rencontre.
De cette façon, les solutions proposées sont centrées sur l’utilisateur et non sur la personne qui génère la solution. L’utilisation de cette technique oblige à centrer la réflexion de vos participants sur l’utilisateur. Comment définir un persona ?