Persona driven agile development

KPS digital GmbH, an KPS AG Company
PERSONA
DRIVEN AGILE
DEVELOPMENTDEVDAYS 2017, VILNIUS

SENIOR UX MANAGER

KPS DIGITAL GMBH
AN KPS AG COMPANY
KPS digital GmbH, a KPS AG

WEBINTERFACE

HOW CAN
WE... Stimulate necessary conversations
Advance with a shared vision
Create engaged teams
Generate trust

WHO ARE
YOU?

WHAT’S
YOUR WORK
CONTEXT?

AGENCY
STARTUP
COACH
SMALL TEAM
LARGE TEAM
FREELANCE
CO-LOCATED WORK
ENTERPRISE
WHAT’S YOUR WORK
CONTEXT?

KPS digital GmbH, ein Unternehmen der KPS AG
WHAT ARE THE
QUALITIES OF
SATISFYING WORK?

TRUSTSATISFYING WORK

OWNERSHIPSATISFYING WORK

CREATIVITYSATISFYING WORK

EMPATHYSATISFYING WORK

EMPOWERMENTSATISFYING WORK

FLOWSATISFYING WORK

COMMUNICATIONSATISFYING WORK

FUNSATISFYING WORK

GOOD WORK COMES
FROM GOOD TEAMS

GOOD TEAMS
COLLABORATE
EFFECTIVELY

WHAT ARE THE
CHALLENGES
OF GOOD
TEAMS

BIG PICTURE

“WHO”,
“WHAT” AND
“WHY”
HELP THE TEAM UNDERSTAND

YOUR GOAL IS ALIGNMENT
People
Needs
Uses
Features
Business  
Opportunity
People
Product

ARTIFACTS DOCUMENT SHARED
BELIEFS People
Needs
Uses
Features
Business  
Opportunity
Personas,  
Scenarios
storyboards,  
wireframes,  
visual design,  
journey maps
User stories

PERSONAS ARE AN
IMPORTANT
ELEMENT OF THE
BIG PICTURE

GOOD PERSONAS
VISUALIZE THE
TEAM’S SHARED
UNDERSTANDING

WHY WILL YOUR PERSONA LOVE THIS
SOLUTION?
WHAT’S A BIG PAIN POINT YOU CAN
SOLVE?

WHATS
ABOUT AGILE

TWO KEY POINTS

MUST BALANCE
BUSINESS & USER
NEEDS

ITERATION IMPROVES THE PRODUCT
1
23
User Stories
Feedback Design & Development
1
23
Build
Learn Measure
1 2 3 4
Research Ideate Prototype Test

BUT WHAT ABOUT THOSE BIG
PICTURE AND USER NEEDS?

CREATE
PERSONA

HOW DO  
UX SPECIALIST  
DEFINE PERSONAS?

PERSONA HISTORY

AGILE ALLIANCE
https://www.agilealliance.org/glossary/personas/
When the project calls for it - for instance when
user experience is a major factor in project
outcomes - the team crafts detailed, synthetic
biographies of ﬁctitious users of the future
product: these are called "personas".

PERSONA HISTORY
UX MAGAZINE ART. #963
KYRA EDEKER, JAN MOORMAN

HIERARCHICAL CLASSIC PERSONA
Fictional but research/data-based conglomerations of user
attributes
A persona is an archetypal representation of a user
Has a name, photograph, a story & byline
Pain points, goals, tools, characteristic detail

YOU CAN’T NOT HAVE PERSONAS!
IF YOU DONT THEY WILL JUST BE:
PRESUMED DIFFERENT FOR EACH
TEAM MEMBER
ALL HIDDEN FROM EACH OTHER!

STAKEHOLDER + TEAM ALIGNMENT  
= FULL TEAM COHESION!
WHY PERSONAS?

Y.A.N.Y.UYOU ARE NOT YOUR USER
MAKES IT
PERSONAL

CREATING GREATER USER EMPATHY
IN AN AGILE TEAM THROUGHOUT THE
WHOLE PROCESS
WHY PERSONAS?

UX MUST BE A COMPANY WIDE
RESPONSIBILITY
HELPS SHARE CUSTOMER
KNOWLEDGE ACROSS PRODUCT
TEAM AND COMPANY
WHY PERSONAS?

WHAT ARE
ZOMBIE
PERSONA?

HOLLYWOOD
RELEASES ZOMBIES

ZOMBIES IN YOUR
PROJECTS

Created at the beginning of a project them
never used
Discarded in a ﬁle system, alone
Forgotten about
Untended
Unused
ZOMBIE PERSONAS
ARE:

ENCOURAGE YOUR TEAM TO
EMBRACE WEIRD SCIENCE: CREATE
LIVING BREATHING PERSONAS!

EFFECTIVE PERSONA WORKSHOPS
INCLUDE PEOPLE WITH PRIMARY
EXPERIENCE OF USERS
AND THE TEAM WHO WILL USE THEM

PRINT THEM BIG!
WALL MOUNT
THEM!
KEEP YOU PERSONAS ALIVE:

PERSONAS NAMED
IN USER STORIES
AS {YOUR PERSONA} I WOULD LIKE
TO {HAVE A FEATURE} SO THAT I {GET
VALUE}

PERSONA STICKERS ON USER STORY
CARDS

GHOST PERSONAS:
NO SUPPORTING EVIDENCE
NO DATA
NO SUBSTANCE…

ENSURE PERSONAS ARE BASED ON
GOOD QUANTITATIVE AND
QUALITATIVE SOURCES FROM!

USE USER INTELLIGENCE FROM:
DATA ANALYSIS,
LOGS, GOOGLE
ANALYTIC,

USE USER INTELLIGENCE FROM:
F2F INTERVIEWS
WITH USERS
USABILITY TESTING

PETER.ROZEK@KPS.DE
QUESTION?
FOR ELLEN

Persona driven agile development

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