miércoles, 18 de febrero de 2015

Personas Make Users Memorable for Product Team Members

Persona-Focused Design

The main benefit of using personas is that they create a common, more
precise vocabulary for describing a certain type of user and thus focus
design efforts on a common goal. In meetings, the persona’s name acts as shorthand for the full set of attributes, desires, and behaviors
that need to be considered when making design decisions. If instead you
tried to reference what “the users” would want, each individual in your
meeting would interpret who those users are and their needs
differently. Further, this “user” definition would shift based on each
person’s mental model
of what is being discussed. Framing a statement around a specific
persona breaks the listeners out of self-referential thinking and
removes the speaker’s reliance on opinions, shifting the discussion away
from personal judgments toward that particular persona’s needs. Once
the team can easily picture the same set of users, it can create better
designs for them.

When making design-strategy decisions, those functionalities that
would most benefit a persona should inform which features to implement
and prioritize. Usually, one or two personas should be identified as the
main targets for a product, or for a feature set within a larger
product. Avoid wasting time designing and building extraneous features
that aren’t useful to the target persona(s). This practice of focusing
on only pleasing a particular user—or even two users—helps designers
avoid having to create an interface that handles every edge case
imaginable. You can’t design something to please everyone! But, it is
possible to design an experience that is enjoyable and usable to a
defined set of target users.

Personas Make Users Memorable for Product Team Members
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