putting people first

by experientia
by experientia
16 February 2006

The Persona Lifecycle: a field guide for interaction designers

Be the first to share
putting people first
by experientia

Persona_lifecycle
The Persona Lifecycle, First Edition : Keeping People in Mind Throughout Product Design

The Persona Lifecycle (AmazonElsevier) 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.

John Pruitt is the Usability Lead of the User Experience Team at Microsoft Corporation. Tamara Adlin is 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.

Chapter 1 – The Next Frontier for User-Centered Design: Making User Representations More Usable
Chapter 2 – The Persona Lifecycle: A framework for the persona approach
Chapter 3 – Phase 1: Family Planning (planning a persona effort)
Chapter 4 – Phase 2: Conception & Gestation (creating personas)
Chapter 5 – Phase 3: Birth & Maturation (launching and communicating personas)
Chapter 6 – Phase 4: Adulthood (using personas)
Chapter 7 – Phase 5: Lifetime Achievement and Retirement (ROI and reuse of personas)

Contributed Chapters:
Chapter 8 – Users, roles and personas (by Larry Constantine)
Chapter 9 – Storytelling and narrative (by Whitney Quesenbery)
Chapter 10 – Reality and Design Maps (by Tamara Adlin & Holly Jamesen)
Chapter 11 – Marketing versus design personas (by Bob Barlow-Busch)
Chapter 12 – Why personas work: The psychological evidence (by Jonathan Grudin)

Appendix A- Example Personas
Appendix B- Sample Image Release Form

Related materials

Personas: Practice and Theory (Word document, 644 kb, 15 pages)
Pruitt, John and Grudin, Jonathan, Microsoft (2003)

Personas, Participatory Design and Product Development: An Infrastructure for Engagement (Word document, 208 kb, 8 pages)
Grudin, Jonathan and Pruitt, John, Microsoft (2002)

Interview with John Pruitt (Channel 9 Forum)

(via John Morales of the Lucile Packard Children’s Hospital at Stanford)

Be the first to share
Related Article
24 January 2015
[Book] Beyond Design Ethnography
Beyond Design Ethnography: How Designers Practice Ethnographic Research Edited by Prof. Nicolas Nova along with Lysianne Léchot-Hirt of HEAD–Genève (CH), and Fabienne Kilchör and Sebastien Fasel (Emphase.ch) Head-Genève, January 2015 What do designers mean when they say they’re …
Related Article
23 January 2015
Designing a user experience for wearable devices
Gradinar Razvan discusses some of the questions that UX designers will need to consider when designing for wearables. In particular, he presents the key things that designers should keep in mind when they are designing …
Related Article
20 January 2015
Microsoft survey in 12 countries highlights people’s concerns about privacy
Microsoft’s second annual survey (pdf) of Internet users around the world has many obvious insights on the benefits of technology for how people shop, work, learn, and generally get stuff done, but only one real …
Related Article
19 January 2015
The agency is dead. Long live the agency.
The traditional agency model is physically more than alive on a small scale, but mentally has been stagnating, writes Tobias van Schneider, Product Design Lead at Spotify NYC: Agencies are now tasked to find their own voice, …
Related Article
19 January 2015
In the age of the Internet of Things, all products are software products
Esko Kilpi, the principal of Esko Kilpi Ltd, a leading research and consultancy firm focusing on the art of interaction, science of social complexity and the design of digital work, writes about how the value …
Related Article
18 January 2015
[Book] Inventing the Muslim Cool
At Experientia we believe in the importance of understanding cultural differences, no matter how wide they might be. There is not much qualitative research, it seems, that aims at understanding the lived experience of Muslim …
Related Article
5 January 2015
A manifesto for qualitative research (and more)
TNS, a global company specialised in market research, global market information and business analysis, has published some papers that are quite aligned with what the UX research and design community has been practicing for years …
Related Article
1 January 2015
The need for design history in HCI
Carl DiSalvo, an associate professor in the Digital Media program at the Georgia Institute of Technology, is struck that there is very little design history in HCI. Design history is important to HCI, he argues, …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

1 January 2015
Happy Playful New Year
21 December 2014
Experientia’s Twitter feed live

Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]

19 December 2014
Putting People First blog redesigned

Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.

27 November 2014
Why the world needs anthropologists – an update

Why the world needs anthropologists – Coming out of the ivory tower Location: Padua, Italy, Centro Culturale Altinate/San Gaetano Date and time: Friday, 5 December 2014, 13:00 – 18:00 Padua, Italy, 5 December 2014 – The second edition of the international symposium of applied anthropologists attempts to erase the boundary between ‘pure’ and ‘applied’ anthropology, […]

30 October 2014
The BancoSmart ATM by Experientia for UniCredit selected for ADI Design Index

Last year Experientia designed the interface of an ATM of UniCredit, a major Italian bank. The interface is now rolled out across the bank’s ATMs in Italy, to great satisfaction of the bank and the customers alike, since interaction speed is much faster and error rates went down dramatically. Last year UniCredit and Experientia also […]

29 October 2014
Experientia at EPIC: UX transforming a financial institution

In September 2014 Experientia gave a presentation on working as UX professionals with financial institutions at the EPIC conference in New York. The paper is now available on the EPIC site in HTML and PDF versions (free registration req’d). Abstract Application of a user-centered approach rooted in ethnographic methodologies facilitates a major European bank’s transition […]

See all articles