The Death (and Rebirth) of the Persona

PersonaDeathThe

Rebirthof the

&FRI 20TH MAY 2016

Kieron&VictoriaSTRATEGY EXPERIENCE

We work at

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personas?Why are we picking on

Because they are a fabulous tool, used horribly.

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Accepting Open-minded

Evolving Aware

We want you to be better designers. And better people.

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To stop thinking in binariesUs

Designer

Agency

Business

Them

User

Client

Customer

v

v

v

v

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21What do we want you to get out of this?

Tune up your empathy skills

(you little sociopaths)

Make something fast

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to startLets look at personas

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💩

20 minsActivity

- Open your pack - Review your bad persona - As a group discuss its

shortcomings (10 mins) - Share top 3 things on why it’s

bad (10 mins)

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?ThoughtsWhat are your

3 hallmarks of a bad persona

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TakeOur

Hyper-rational

Deliverable, not a design tool

Pretend to be human

Fit for a different time

Fixed not transient

Based on words, not feelings

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We’ve done it too.Which is why we’re

Standing here

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SayYou can’t trust what people

DoYou can trust what people

FeelYou probably don’t know what people

We’ve come to believe that…

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We believe mindfulness can help us be our most empathetic selves

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To get you in the mood.

A meditationmindful

ck!15

Welcome ba

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How did that make you

feel?

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Why are we banging on aboutempathy?

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The main tenet of design thinking is empathy for the people you're trying to design for. David Kelley IDEO FOUNDER & CHAIRMAN

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Data is us disconnecting

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I fear that we are beginning to design ourselves to suit digital models of us, and I worry about a leaching of empathy and humanity in that process Jason Lanier AWARD WINNING PHOTOGRAPHER

“

Data

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Pros ConsRemoves human emotions

Can process vast amounts of information

Once data is collected and analysed, decisions can be made swiftly

Removes human emotions

If the data isn’t complete or unbiased, basis for decision could be misleading

Could include old data that is no longer relevant or which has changed

With great data

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comes great responsibility

Emotion

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Pros ConsBased on past experience and knowledge of

the subject/issues at hand

Benefits from intuition

Can see the difference between common practice and unique circumstances for

specific clients or buyers

Might fail to recognise important but not obvious trends borne out of big data

analytics

Might make knee-jerk decisions without patience and supporting research

DataEmotion

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connectedness is an opportunity,

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And is the empathyto unlocking it.

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Meaningful connection

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Reflect

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Empathyˈɛmpəθi/

the ability to understand and share the feelings of another

noun

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Affective CognitiveEmpathyThere are 2 types of

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empathy is triggered by mirror neurons that fire when we watch someone perform an action in much the same way if we did it ourselves

Science bit

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So howempatheticare you?

20 minsActivity

- Empathy quiz - Answer the questions - Swap with someone - Share your scores

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a)

b)

c)

d)

Embarrassment

Fear

Sadness

Surprise

1 of20This face is expressing

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a)

b)

c)

d)

Flirtatiousness

Interest

Happiness

Politeness


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a)

b)

c)

d)

Sadness

Pain

Anger

Disgust


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a)

b)

c)

d)

Embarrassment

Sadness

Amusement

Shame


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a)

b)

c)

d)

Pride

Contempt

Excitement

Anger


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a)

b)

c)

d)

Fear

Interest

Surprise

Compassion


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a)

b)

c)

d)

Sadness

Shame

Disgust

Contempt


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a)

b)

c)

d)

Anger

Pain

Disgust

Sadness


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a)

b)

c)

d)

Desire

Embarrassment

Flirtatiousness

Love


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a)

b)

c)

d)

Shame

Anger

Sadness

Pain


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a)

b)

c)

d)

Compassion

Sadness

Anger

Interest


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a)

b)

c)

d)

Amusement

Desire

Surprise

Excitement


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a)

b)

c)

d)

Surprise

Interest

Desire

Happiness


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a)

b)

c)

d)

Sadness

Shame

Disgust

Compassion


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a)

b)

c)

d)

Disgust

Love

Contempt

Desire


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a)

b)

c)

d)

Sadness

Pride

Embarrassment

Shame


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a)

b)

c)

d)

Happiness

Desire

Politeness

Compassion


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a)

b)

c)

d)

Sadness

Shame

Embarrassment

Love


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a)

b)

c)

d)

Guilt

Sadness

Pain

Disgust


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a)

b)

c)

d)

Satisfaction

Flirtatiousness

Love

Compassion


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10 minsActivity

- Swap score card with the person next to you

- Total scores

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Here come the answers

Having empathy doesn’t necessarily mean we’ll want to help someone in need, though it’s often a vital first step toward compassionate action.

design—55

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What’s more important than process is mindset. And when it comes to interaction design, that mindset is having empathy for and understanding your users, and creating something great for them.

“

Peter Merholz PRODUCT & DESIGN LEADER

We hope you’re in the room

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Perspectives Needs Intentions

Empathy helps us to understand people’s

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More likely to help others in need even when doing so cuts against their self interest

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Empathy reduces

Bullying

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Empathy reduces

Predujice and Racism

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Empathy fights Inequality

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Empathy is good for Managers

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Empathy is good for your

Love life

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When you start to develop your powers of empathy & imagination, the whole world opens up to you Susan Sarandon ACTRESS & ACTIVIST

“

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experience affective Humans

empathyfrom

birth

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Active listening

How to cultivate your empathy

Shared identity

Human face

Elicit Altruism

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MindfulnessWhat is it? Why is it important?

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Mindfulness is simply being aware of what is happening right now without wishing it were

different; enjoying the pleasant without holding on when it changes (which it will);

being with the unpleasant without fearing it will always be this way (which it won’t).

James Baraz NOTED MEDITATION LEADER

““

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Frames of Mindfulness THE GROUND RULES BY JON KABAT-ZINN

1. Here now

2. Non-judging

3. Patience

4. Be kind to yourself

5. Beginner’s mind

6. Trust

7. Non-striving

8. Acceptance

9. Letting go

10. Commitment

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Surround sound

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Reflect

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to hearears

to thinkmind

to seeeyes

to focusattention

to feelheart

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Active listening

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Reflect

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Why engage your

Senses?

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Sight Sound Touch Smell Taste

58% 41% 25% 31%45%

Percentages (%) indicate the effectiveness in memory recall

Untapped senses offer opportunity

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Sight Sound+ = 1,107%Super Additivity

RECALL

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Touch Smell

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Touch Sound

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Multi-sensory mindfulOk, let’s get

It’s Satsuma time!

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A moment to express emotion…

a truthNo one gives a 👉👌

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People don’t use Facebook for the UI.

They use it to keep in touch with their friends.

They don’t visit your website to see your gorgeous branding or engaging video.

They just want to get the information they need and get out.

some more truths

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People have no interest in using applications or websites.

They are tools for a goal.

They want to use your website or application for the smallest amount of time.

Just enough to achieve the result that they are looking for.

and to finish the rant

Get shit done well

Get shit done fast

Bolster my sense of self while getting shit done well and fast.

A common sense approach to needs*

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*patent pending

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How does that rant make you feel?

Who builds well? empathy

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Video

Movie

Art

Photo Poem

TV Show Song

Character

There are many great stories that have been told.

Pick one and tap into its latent ability to create empathy

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This is not a Storytelling pitch

(there is enough of them already out there)

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What if your personas

were hardly personas at all?

personaspersonas

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PreconceptionsAu revoir

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PrinciplesPersona-fication of these

Dawn & Derek just bought a new car.

They need insurance quickly.

This is such a boring task their eyes may start bleeding.

Dawn

Derek

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Active listening as

Dawn & Derek

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10 minsActivity

- Empathy map 2.0 - Create a multi-sensory

empathy map - Using whatever you can lay

your paws on

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Focus on the details.

Make us connect with a feeling.

Perhaps it’s a song to signal the beginning of the process, and one to signal completion?

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The continuum conundrum How can you communicate to us the

ways Dawn/Derek change?

We’re not static snapshots, so nor are they.

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go go go

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Presenting time!

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…kinda

Here’s one we made earlier

J.Views New York-based musician

J.Views’ latest musical experiment is the renowned DNA Project, a website presenting the step-by-step making of his next album in real-time.

J.Views invites his fans to follow his creative process in its entirety, providing access to the people, places, and sounds that inspire each song.

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Mindful Design SprintsSu Mo Tu We Th Fr Sa

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3 4 5 6 7 8 9

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Mindful Design Sprints

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Plan an empathy session at the start of the sprint

Develop a multi-sensory persona for each sprint

Check your multi-sensory persona every time you need an empathy kicker

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a great example

Data

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PRESENTS US WITH EVEN MORE. MORE TO GET RIGHT. AND MORE TO GET WRONG.

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3 ways of thinking about building empathy through data:

Measuring & tracking Building relationships Empathy at scale

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Devices tracking not only our outward expressions but also the inner manifestations of emotion.

Measuring & tracking

New tools for design research

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Measuring & trackingDevices that can sense, understand and adapt to emotions: devices that know how we’re feeling.

Emotionally intelligent tech

a mirror that could tell how bad your night's sleep was when you looked in it

a fridge that recognised what you were eating and advised you on your diet

a car that could help you understand exactly the impact of your stress levels as you drove to work

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Building relationships

Afiniti enhances human interactions in large enterprises by efficiently pairing customers with employees based on predicted interpersonal behavior.

Pairing callers and agents based on behaviour

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Building relationships

Ivy is an AI-driven system capable of handling 90% of the requests that come in from hotel guests. Ivy is programmed to escalate any expressions of dissatisfaction to humans.

Next generation of hospitality

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“We are entering an era that is unprecedented in human history, where you can transform the self and [you can] experience anything the animator can fathom.” - Jeremy Bailenson, director of Stanford University’s Virtual Human Interaction Lab

VR as the “ultimate empathy machine”?

Empathy at scale

https://vhil.stanford.edu/

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Takeaway We don’t need technology to feel empathy.

The question is, what would the world be like if we could better understand each other?

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ConclusionPersonas aren’t a marketing tool. They aren’t a static deliverable.

Personas should evolve over the course of a project. Proto-persona to a spectrum of needs.

They should inspire.

They never stop evolving…

Empathise!115

Don’t just design…

Massive Thank YouKieron&Victoria

Ta! Cheers!