ENTHUSIASTIC ENDORSEMENTS FROM BOTH FOUNDERS OF THE NIELSEN NORMAN GROUP!
THE MORGAN KAUFMANN SERIES IN INTERACTIVE TECHNOLOGIES
DEDICATION
ACKNOWLEDGMENTS
FOREWORD
Chapter 1: THE NEXT FRONTIER FOR USER-CENTERED DESIGN
YOU ARE ALREADY A PROFESSIONAL IMAGINER
THIS BOOK IS ABOUT BUILDING PRODUCTS FOR PEOPLE
WHY DO WE NEED PERSONAS?
PERSONAS HELP MAKE USER-CENTERED DESIGN POSSIBLE
USER REPRESENTATIONS ARE NOT NEW AND WE CAN LEARN A LOT FROM THE PAST
THE NEXT FRONTIER FOR PERSONAS
SOUNDS GREAT! LET’S USE PERSONAS! … IT’S EASIER SAID THAN DONE
THIS BOOK IS DESIGNED TO FILL IN THE GAPS
SUMMARY
Chapter 2: OVERVIEW OF THE PERSONA LIFECYCLE
THE PHASES OF THE PERSONA LIFECYCLE
THE PERSONA LIFECYCLE IS DESIGNED TO ENHANCE, NOT REPLACE, YOUR EXISTING PROCESSES
PUTTING IT ALL TOGETHER: THE PERSONA LIFECYCLE IN ACTION
SUMMARY
Chapter 3: PERSONA FAMILY PLANNING
SETTING THE SCENE: WHAT’S GOING ON IN YOUR ORGANIZATION NOW IF YOU’RE NOT USING PERSONAS?
WHAT IS FAMILY PLANNING FOR PERSONAS?
BUILDING A CORE TEAM
RESEARCHING YOUR OWN ORGANIZATION (ORGANIZATIONAL INTROSPECTION)
CREATE AN ACTION PLAN
DECIDE WHEN AND HOW TO INVOLVE CONSULTANTS
IDENTIFY DATA SOURCES AND COLLECT DATA
PLAN AND EXECUTE YOUR OWN PRIMARY USER RESEARCH
CONDUCT FIELD STUDIES TO GATHER QUALITATIVE DATA
COLLECT DATA THROUGH SECONDARY SOURCES
TRACK AND MANAGE DATA SOURCES AS YOU COLLECT THEM
SUMMARY
Chapter 4: PERSONA CONCEPTION AND GESTATION
SETTING THE SCENE: WHAT’S GOING ON IN YOUR ORGANIZATION NOW?
WHAT IS CONCEPTION AND GESTATION FOR PERSONAS?
PERSONA CONCEPTION: STEPS 1, 2, AND 3
PERSONA GESTATION: STEPS 4, 5, AND 6
HOW TO KNOW YOU ARE READY FOR BIRTH AND MATURATION
SUMMARY
Chapter 5: PERSONA BIRTH AND MATURATION
SETTING THE SCENE—WHAT’S GOING ON IN YOUR ORGANIZATION NOW?
WHAT IS BIRTH AND MATURATION FOR PERSONAS?
STEP 1: PREPARE FOR BIRTH AND BEYOND
STEP 2: BIRTH
STEP 3: MATURATION
PERSONA ARTIFACTS (THE WHAT AND HOW OF COMMUNICATING YOUR PERSONAS)
IF YOU ARE A CONSULTANT
SUMMARY
Chapter 6: PERSONA ADULTHOOD
SETTING THE SCENE—WHAT’S GOING ON IN YOUR ORGANIZATION NOW?
WHAT IS ADULTHOOD FOR PERSONAS?
PLAN, DESIGN, EVALUATE, RELEASE: HOW TO USE PERSONAS DURING THE STAGES OF PRODUCT DEVELOPMENT
STAGE 1: USE PERSONAS TO PLAN YOUR PRODUCT
STAGE 2: USE PERSONAS TO EXPLORE DESIGN SOLUTIONS
STAGE 3: USE PERSONAS TO EVALUATE YOUR SOLUTIONS
STAGE 4: USE PERSONAS TO SUPPORT THE RELEASE OF YOUR PRODUCT
TRANSITIONING INTO LIFETIME ACHIEVEMENT, REUSE, AND RETIREMENT
SUMMARY
Chapter 7: PERSONA LIFETIME ACHIEVEMENT, REUSE, AND RETIREMENT
SETTING THE SCENE: WHAT’S GOING ON IN YOUR ORGANIZATION NOW?
WHAT IS LIFETIME ACHIEVEMENT, REUSE, AND RETIREMENT FOR PERSONAS?
LIFETIME ACHIEVEMENT: MEASURE THE RETURN ON INVESTMENT (ROI) OF YOUR PERSONA EFFORT
REUSE AND RETIREMENT: DECIDE HOW TO MANAGE THE TRANSITION TO THE NEXT PROJECT
SUMMARY
Chapter 8: USERS, ROLES, AND PERSONAS
ROLES AND PERSONAS
MODELING USERS WITH ROLES
MODELING USER TASKS
FROM ABSTRACT TASKS TO CONCRETE INTERFACES
BOTH/AND MODELING
IN PRACTICE
PERSONAS OR NOT
Chapter 9: STORYTELLING AND NARRATIVE
PERSONAS WORK BECAUSE THEY TELL STORIES
WE ARE WIRED FOR STORYTELLING
SHARED STORIES CREATE CULTURE
STORIES ARE NOT JUST FOR BEDTIME
THE WELL-CRAFTED STORY
STORIES WORK WHEN PEOPLE BELIEVE IN THEM
PUTTING STORIES TO WORK
STORIES AND SCENARIOS
CRAFTING A STORY
SUMMARY
Chapter 10: REALITY AND DESIGN MAPS
MAPS COMPLEMENT THE CREATION AND USE OF PERSONAS
WHAT EXACTLY ARE MAPS?
THE REALITY MAPPING PROCESS
WHAT ARE DESIGN MAPS?
THE DESIGN MAPPING PROCESS
SUMMARY
Chapter 11: MARKETING VERSUS DESIGN PERSONAS
PERSONAS ALWAYS HAVE ONE FOOT IN THE WORLD OF MARKETING
A PLACE FOR PERSONAS IN TODAY’S MARKETING REVOLUTION
BUILDING PERSONAS SPECIFICALLY FOR MARKETING PURPOSES
FLEXING YOUR DESIGN PERSONAS’ MUSCLES FOR MARKETING PURPOSES
BUILDING YOUR BRAND WITH HELP FROM PERSONAS
SUMMARY
Chapter 12: WHY PERSONAS WORK: THE PSYCHOLOGICAL EVIDENCE
INTRODUCTION
UNDERSTANDING OTHER MINDS: WHERE DID THIS CAPACITY COME FROM?
CONSCIOUS MODELS AND UNCONSCIOUS MODELS: WHY DOES IT MATTER?
STUDIES OF ARTICULATED CONSCIOUS MODELS
STUDIES OF UNCONSCIOUS MODELS
PSYCHOLOGICAL EVIDENCE FROM WRITING
PSYCHOLOGICAL EVIDENCE FROM ACTING
SUMMARY: PSYCHOLOGICAL ACCURACY AND FICTIONAL PREPARATION
PSYCHOLOGICAL ASSESSMENTS OF OTHER DESIGN METHODS
FROM ENGAGEMENT TO CARING
SUMMARY
Appendix A: G4K ORGANIZATIONAL ARCHETYPE AND SAMPLE PERSONA
Appendix B: EXAMPLE PERSONAS FROM REAL PROJECTS
Appendix C: SAMPLE IMAGE RELEASE FORM
REFERENCES
CONTRIBUTOR INDEX
SUBJECT INDEX
ABOUT THE AUTHORS
ABOUT THE ILLUSTRATOR
