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The Persona Lifecycle: Keeping People in Mind Throughout Product Design (Interactive Technologies) by [Pruitt, John, Adlin, Tamara]
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The Persona Lifecycle: Keeping People in Mind Throughout Product Design (Interactive Technologies) Kindle Edition

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"Personas personified. The definitive word on why personas are better than people in guiding your designs. Filled with case histories, sidebars, and helpful, useful guidelines as well as deep, penetrating analyses. A big book, and for reason. This book is unique in that it is truly for everyone: the practitioner, the researcher, and the teacher. Did I say this was essential reading? Well, it is: if you use personas, if you have thought about using them, if you don't even know what they are, this is the book for you." - Don Norman, author of Emotional Design and The Design of Everyday Things

"Personas are powerful design tools, which are that much more dangerous if they are grounded in weak methodology. Pruitt and Adlin show you how to do personas right and how to base them on real user data. Follow their advice or risk disaster." Jakob Nielsen, author of Usability Engineering and Designing Web Usability: The Practice of Simplicity


If you design and develop products for people, this book is for you. The "Persona Lifecycle" addresses the how of creating effective personas and using those personas to design products that people love. It doesnt 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 User Research Manager for the Tablet & Mobile PC Division 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.

This book features presentation and discussion of the complete lifecycle of personas, to guide the designer at each stage of product development. It contains a running case study with rich examples and samples that demonstrate how personas can be used in building a product end-to-end. It offers recommended best practices in techniques, tools, and innovative methods. It contains hundreds of relevant stories, commentary, opinions, and case studies from user experience professionals across a variety of domains and industries.

Product details

  • Format: Kindle Edition
  • File Size: 50443 KB
  • Print Length: 744 pages
  • Page Numbers Source ISBN: 0125662513
  • Publisher: Morgan Kaufmann; 1 edition (4 Aug. 2010)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B006OM89KQ
  • Text-to-Speech: Enabled
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  • Word Wise: Not Enabled
  • Enhanced Typesetting: Enabled
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: #948,636 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Amazon.com: 4.7 out of 5 stars 22 reviews
29 of 30 people found the following review helpful
5.0 out of 5 stars One of THE HCI Resource Books for Your Shelf 22 Mar. 2007
By Marlene Lund - Published on Amazon.com
Format: Paperback
I should admit my bias up front. There are those who like little short books that make one point and make it over and over. There are many popular books in our field that are like that, filled with stories that all basically make the same point and are just a couple of hundred pages long. They are heavy on fun reading and pithy quotes, and light on meat. If my company doesn't buy them for me, I usually like to borrow these, read the first chapter and last chapter and skim the rest.

The Persona Lifecycle is the other kind of book. It is a book that is large because it is packed with information and ideas. It is big, because the topic is big. It is organized in a way that lets you take it down from the shelf and just read the bits that are relevant to the problem you have at the time. Are you trying to figure out how to get started? Are you trying to figure out how to engage your organization in the effort, and in user-centered design through the use of personas? Are you trying to figure out how to make your personas more effective? Are you trying to figure out how to drive more business value out of them? There is something for every situation.

There isn't just one way to get value from personas, and so a checklist or cookbook isn't appropriate. What are appropriate are principles that can be used to figure out an approach for a particular context, and lots of examples.

Furthermore, it is a book that doesn't just live in the world of theory, or pontificating about a point of view in order to justify a consulting business. It is a book that is filled with practical advice and the experiences of those who are using personas in their jobs.

This is a must-have resource for the HCI professional's shelf.
8 of 9 people found the following review helpful
5.0 out of 5 stars The persona book that every design professional and academic researcher needs 6 July 2006
By T. Miaskiewicz - Published on Amazon.com
Format: Paperback
I have been anxiously awaiting a "how-to" book on personas since Alan Cooper's 1999 book, "The Inmates are Running the Asylum." This book by Tamara and John not only covers in detail all the "how-tos" of persona creation and use, but also talks about why personas are effective. The chapters about storytelling and the psychological aspects of personas provide concrete and insightful evidence for why personas are an effective approach to user-centered design.

The book is well written, clearly organized, and a very easy read. Also, the use of case studies and stories from the field expand on the book's contents, and provide some interesting examples of how personas are being used today.

I strongly recommend this book to any academic researcher in the HCI area, and any design professional that is currently using or trying to use personas in their organization. This is the book that will further legitimize and popularize the use of personas.
8 of 9 people found the following review helpful
5.0 out of 5 stars putting the user first 16 May 2006
By K. Geminder - Published on Amazon.com
Format: Paperback
I recently worked on a project with one of the authors (Tamara Adlin) that utilized the Persona Lifecycle spelled out this book. What an amazing process. The principles that Adlin and Pruitt have articulated in this process help bring user centered design methodologies front and center. This is especially useful in highly matrixed or cross functional organizations that have trouble working effectively togeher. You end up with one common vocabulary - around your users/customers - that help everyone in an organization stay focused on who they are designing/developing for. The process helps to diffuse the politics and eliminate mixed signals on strategy -- which is useful to people at all levels in an organization.
3 of 3 people found the following review helpful
5.0 out of 5 stars One of the best practitioners books I've read for a long time 21 Nov. 2007
By Colleen Dancer - Published on Amazon.com
Format: Paperback
Lately I've been disappointed in many of the so called practitioners books that have crossed my desk, they have been very light on detail, aimed at the novice and do not have enough detail for the experienced professional. This book was different.

Written in a way that makes it accessible to the novice, it is a book that begs to be read from cover to cover. Skimming it just makes you realise that there is so much information in it that you will have to allocate serious time to it. It is full of helpful suggestions, ideas and quotes from people using personas in the field. Importantly it also provides anecdotes of what didn't work for people. It provides plenty of concrete suggestions to implementing personas, and guides you through the lifecycle of them rather than just saying here they are, just use them.

All in all this is a very practical book, written by people experienced in the field, with some great chapters by other experts eg Whitney Queesenberry. I thoroughly recommend it.

4 of 5 people found the following review helpful
5.0 out of 5 stars This book is for you if you design and develop products and services for people. 22 Jan. 2007
By David Dick - Published on Amazon.com
Format: Paperback
If you are involved with designing and developing products and services for people, you know the importance of keeping the user (people) in mind throughout the product design. Designing for the users without involving real users is pointless. If you cannot involve the users, you can imagine them and create a personality to each and every one of them. Welcome to the next frontier for user-centered design: personas. If you want how to create and use personas to design products that people love I encourage you to read The Persona Lifecycle.

The Persona Lifecycle describes the value of personas, and offers detailed techniques and tools to conceive, create, communicate, and use personas to create [great] product designs. John Pruitt and Tamara Adlin provide examples, samples, and illustrations for persona practitioners to imitate and model. It is important to emphasize that the use of personas is a method that compliments other user-centered design techniques, including user testing, scenario-based design, and cognitive walkthroughs.

Personas are not always successful as a design solution, as the authors readily admit. That is why Pruitt and Adlin wrote The Persona Lifecycle: to provide solutions to some of the common problems practitioners have experienced when trying to create and use personas. The book begins with an introduction to personas (Chapter 1), followed by an overview of the persona lifecycle (Chapter 2), and five core chapters (Chapters 3 through 7) that cover the phases of the persona lifecycle.

In addition, the leading usability, Human-Computer Interaction, and customer experience experts have contributed the following chapters to this book:

- Larry Constantine: "Users, Roles, and Personas" introduces user roles in the context of usage-centered design and explores the relationships between user roles and personas. I found this chapter of particular interest because I am learning how to create use cases as a method of identifying system requirements. Giving the actors (users) personalities makes the use cases and tasks (roles) more meaningful.

- Whitney Quesenbery: "Storytelling and Narrative" provides guidelines to create a story, the elements of a good story, and the techniques to craft a story. A well-crafted story helps the design team to establish a situation or context, illustrate a problem or a positive experience, and propose a new solution for personas.

- Tamara Adlin and Holly Jamesen Carr: "Reality and Design Maps" describe how to create artifacts that help the design team to understand and communicate information about the ways that people achieve their goals and the ways they could achieve their goals with new tools.

- Jonathon Grudin: "Why Personas Work: The Psychological Evidence" describes the relationship of personas to the practice of marketing. Primarily, how to get the most from personas you have created to inform product design by looking for ways they can contribute to marketing and suggestions on how to create personas for marketing purposes.

- Bob Barlow-Busch: "Marketing Versus Design Personas" compares and contrasts the use of personas in marketing and design. Simply stated, a marketing persona tells the story of someone deciding to purchase a product, and a design persona tells the story of someone using it: one is a customer and the other is a user. The main purpose of a marketing persona is to understand the factors that influence people's purchase of products.

Each chapter is supported by testimonials from corporate presidents, handy details (important reminders, useful definitions, and a running case study that connects all of the lifecycle phases; and concludes with a summary that revisits key topics to prepare the reader for the next phase of persona development.

What I like about this book is that it is wholly dedicated to the personas. Pruitt and Adlin 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, and became the inspiration for this book. I should mention that since the publication of this book in April 2006, Steve Mulder and Ziv Yaar have published The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web (VOICES).

If you want to learn the techniques to inject accurate information about real users into the chaotic world of product development, you will find The Persona Lifecycle essential reading and a must have for your library.
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