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The Persona Lifecycle: Keeping People in mind throughout product design

Arrangementet er afholdt
(blev afholdt mandag, 8. november 2004, kl. 12:00-15:00)


The Persona Lifecycle:
Keeping People in Mind throughout Product Design

John Pruitt, Microsoft

Whether they're called user archetypes, profiles, or personas, they are all representations of an individual--or set of individuals--that embody the characteristics of a target user population. Personas are fictional characters based on real users which are meant to aid in the design and development process. Popularized by Alan Cooper in his 1999 book, The Inmates are Running the Asylum, the buzz around personas just keeps increasing, yet there is little practical information available to user experience professionals who want to try this new and exciting user-centered design (UCD) tool. At their best, personas translate raw information about users into highly specific, data-driven, and actionable design targets that streamline the product design and development process. At their worst, personas can dangerously detract from other user-centered design techniques and lead to an accumulation of unverified assumptions masquerading as true understanding--the antithesis of UCD. This talk describes a metaphorical framework, the persona lifecycle, along with a few selected best practices to help practitioners create and use personas with success.

14.00   Questions from the audience
14.30   Coffee

Engaging Personas!
Lene Nielsen, Copenhagen Business School

What is it to identify with a written description? and how do you write a persona that engages the reader?

15.45   Questions


  John Pruitt is a Usability Lead for the Windows User Experience Group at Microsoft Corporation, working on the next generation of the world's most widely used software platform (codename "Longhorn"). 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 four years, continually developing a more rigorous approach to the method and mentoring numerous product teams at Microsoft and elsewhere in adopting the technique. John is currently working with Tamara Adlin of on a personas methods book to be published by Morgan Kaufmann, and has led workshops and spoken widely on the topic at academic and industry events.


The Persona Lifecycle

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