The Essential Persona Lifecycle: Your Guide to Building and Using Personas

Morgan Kaufmann
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The Essential Persona Lifecycle: Your Guide to Building and Using Personas offers a practical guide to the creation and use of personas, which can help product designers, their team, and their organization become more user focused. This book is for people who just need to know what to do and what order to do it in. It is completely focused on practical tools and methods, without much explanation on why the particular tool or method is the right one.

The book discusses the five phases of persona lifecycle:

  • Family planning — Basic ideas and a few tools that will help one get organized
  • Conception and gestation — Step-by-step instructions to move from assumptions to completed personas
  • Birth and maturation — Strategic techniques to get the right information about ones personas out to ones your teammates at the right time
  • Adulthood — Specific tools that will ensure that ones personas are used by the right people at the right times and in the right ways during the product development cycle
  • Lifetime achievement and retirement — Basic ideas and a few tools to you measure the success of the persona effort and prepare for the next one
  • Practical and immediately applicable how-to reference guide for building and using personas – from planning, creating, launching, evaluating, and determining ROI
  • Invaluable guide that gives you a quick reference for incorporating personas into a product development process
  • Features all the essential how-to material from its parent book, The Persona Lifecycle, as a quick, at your fingertips companion
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About the 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.

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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Additional Information

Publisher
Morgan Kaufmann
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Published on
Mar 20, 2010
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Pages
240
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ISBN
9780123814197
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Language
English
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Genres
Business & Economics / Production & Operations Management
Computers / General
Computers / Human-Computer Interaction (HCI)
Computers / Social Aspects
Computers / User Interfaces
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Content Protection
This content is DRM protected.
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Read Aloud
Available on Android devices
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In their groundbreaking book Revolutionizing Product Development, Steven C. Wheelwright and Kim B. Clark demonstrated how project leaders for product development could apply new innovations to bring products to market at breakneck speed. Now, in their new work, they address the general manager's role in leading product development efforts -- at the functional, unit, group, and corporate levels.

Up to now, senior managers have merely approved or rejected proposals at the beginning of a project and rushed in at the end to resolve problems. This traditional approach to product development no longer works, the authors contend. A fundamental shift in the role of senior management is taking place: the entire spectrum of new product development is now the responsibility of the general manager -- from pre-project planning to completion. Wheelwright and Clark draw on their combined consulting experience and numerous examples -- such as Kodak, Honda, Hewlett-Packard, and Gillette -- to explain how this new role can be successfully executed in today's competitive arena.

The authors show how the margin for error in new product development has become razor thin. Pre-project planning, they show, takes the guesswork out of development so that projects run smoothly from start to finish. Second, they describe how to choose a set of projects that match a company's specific strategic objectives, resources, and "organizational horsepower" -- enabling the development of consistently successful products and capabilities over time. Finally, they reveal how to create a plan for action: how to determine project sequence, what measurements and incentives are crucial, and, most important, how to capture project learning and integrate it back into the ongoing stream of product development.

Wheelwright and Clark conclude that the opportunity for rapid, significant development lies in managerial leadership of pre-project planning and commitment to improvement at every step of the product's life cycle. They provide managers with the tools needed to master these processes, making this book necessary reading for every manager who wants the upper hand in bringing timely, efficient, high-quality new products to market.
Foundations of Sustainable Business is designed to introduce future business leaders to the most important social and environmental issues of our generation. From the perspectives of a business thought-leader and a public interest policy expert, the text provides a comprehensive, balanced introduction to sustainable business that integrates sustainable policies into all core business functions, including leadership, finance, accounting, risk management, marketing, supply chain management, and operations.

Presenting sustainability as a strategic priority for all aspects of business, the text clearly defines all key concepts and shows how social, economic, and environmental trends are interconnected and relevant to corporate strategy. While the text provides an honest look at climate change, human trafficking, and environmental issues such as water shortage and ecosystem health, all normative guidance is based on traditional business value propositions, taking into account cost, risk, strategy, marketing potential, and operational feasibility.

Additionally, the text offers a variety of pedagogical tools in each chapter to provide an engaging, qualitative-based learning process.  Each chapter ends with original cases with focused questions that test comprehension of concepts. With in-chapter discussion questions, illustrative diagrams, ethical dilemmas, managerial insights, links to fascinating TED Talk videos, and on-point Harvard Business Review cases, Foundations of Sustainable Business is user-friendly for instructors and accessible to students.

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This updated edition offers even more templates and content than the widely used earlier editions and complies with the latest project management standard, the PMBOK® Guide Sixth Edition.
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.
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Building on the insights of thinkers from Plato to McLuhan, Carr makes a convincing case that every information technology carries an intellectual ethic—a set of assumptions about the nature of knowledge and intelligence. He explains how the printed book served to focus our attention, promoting deep and creative thought. In stark contrast, the Internet encourages the rapid, distracted sampling of small bits of information from many sources. Its ethic is that of the industrialist, an ethic of speed and efficiency, of optimized production and consumption—and now the Net is remaking us in its own image. We are becoming ever more adept at scanning and skimming, but what we are losing is our capacity for concentration, contemplation, and reflection.

Part intellectual history, part popular science, and part cultural criticism, The Shallows sparkles with memorable vignettes—Friedrich Nietzsche wrestling with a typewriter, Sigmund Freud dissecting the brains of sea creatures, Nathaniel Hawthorne contemplating the thunderous approach of a steam locomotive—even as it plumbs profound questions about the state of our modern psyche. This is a book that will forever alter the way we think about media and our minds.
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