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Page 1: Bring Your Customers to Life With Personas - Tash Keuneman

#atlassian

Page 2: Bring Your Customers to Life With Personas - Tash Keuneman

TASH KEUNEMAN • UX DESIGNER • ATLASSIAN • @TASHJ

Bringing your customers to lifeHow to build great products for them, not you

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“I have too many things to do and not enough time.”

Harvey does not identify as a technical person nor does he crave the latest gadgets. His assistant set up his blackberry. Harvey has a business or traditional design background HUK�KVLZU»[�\UKLYZ[HUK�[OL�[LJOUPJHSP[PLZ�VM�ZVM[^HYL�KL]LSVWTLU[��/L�Q\Z[�^HU[Z�Z[\ќ�[OH[�^VYRZ��/HY]L`�PZ�]LY`�RUV^SLKNLHISL�PU�OPZ�V^U�ÄLSK�HUK�PZ�OHWW`�[V�[HRL�YLJVT-mendations from William, Alana and Emma. However, if he feels software will risk their ZLJ\YP[`�VY�I\KNL[��VY�P[�[HRLZ�[VV�SVUN�[V�JVUÄN\YL��/HY]L`�PZ�X\PJR�[V�ZH`�UV��/HY]L`�uses email, social media channels and reads the news online. He craves predictability and control.

Harvey the Hesitant

His CompanyTEAM SIZE 20

COMPANY SIZE 1000

WORKS REMOTELY Occasionally

PURCHASING POWER Purchaser

SkillsTECH PROFICIENCY +�+�+�+�+

DESIGN +�+�+�+�+

PROGRAMMING +�+�+�+�+

SECURITY +�+�+�+�+

SUPPORT +�+�+�+�+

TESTING +�+�+�+�+

PROCESS EFFICIENCY +�+�+�+�+

ANALYTICS +�+�+�+�+

MANAGEMENT +�+�+�+�+

MARKETING +�+�+�+�+

DEV OPS +�+�+�+�+

NEW PRODUCT LOVE +�+�+�+�+

His Career“I want to make it to the top level of a company.”

Loves• Reliable products• Time saving tricks• Note taking apps• Great teams managers• Running

Hates• Agile• Paperwork• Software that updates � MYLX\LU[S`• Flash

Software & Languages • Evernote• 4PJYVZVM[�6ѝJL• Adobe Illustrator• Gmail• *VUÅ\LUJL

Hang Out Places• New York Times• Harvard Business Review• NPR

He Thinks Atlassian Is...Ants Seemingly chaotic but working towards a greater good

User Personas

Needs• Minimal fuss products• Things work smoothly together• :PTWSPÄLK�MLH[\YLZ• Only show me what’s

relevant

Goals• Put structure and protocols in my company• Maintain life/work

balance• Maintain leadership position

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H A R V E Y

Is this going to be good for us in the long run? I hope we’ve made the right choice.

/HY]L`�PZ�MHJ[\HS��YLZLY]LK��[OVYV\NO��HUK�IP[�YPZR�H]LYZL��/L�ULLKZ�[V�RUV^�HSS�[OL�facts before making a decision, and needs

to balance lots of competing priorities. He’s

]LY`�HKLW[�^P[O�ZWYLHKZOLL[Z��I\[�OL�KVLZU»[�PKLU[PM`�HZ�H�[LJOUPJHS�WLYZVU��/L�JYH]LZ�predictability and control, and sometimes

he’s a bit uncomfortable when it comes to

collaborating with workmates.

He tends to be the one to tick the box on

software purchases, but as long as teams are

LɉJPLU[��OL�KVLZU»[�JHYL�^OH[�[OL`�\ZL��;V�YLSH_��/HY]L`�^H[JOLZ�,UNSPZO�7YLTPLY�3LHN\L��HUK�OPZ�MH]V\YP[L�[OPUN�PZ�OPZ�2PUKSL�-PYL�

Appetite for leadership

Appetite for collaboration

Patience for problem-solving

A B O U T H A R V E Y H A R V E Y ’ S A T T I T U D E S

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\

@atlassian

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design.atlassian.com

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TASH KEUNEMAN • UX DESIGNER • ATLASSIAN • @TASHJ

Thank you!Want to know how to use personas?

See Sherif’s talk at 2pm ThursdayFor design workshops in action see Jay’s talk at 1:30pm today


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