Desenvolver Personas - parte I

Na sequência deste postal, comecei a estudar o capítulo 4 do livro "The Persona Lifecycle: Keeping People in Mind Throughout Product Design" de John Pruitt e Tamara Adlin.
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A ferramenta, usado no mundo do software, parece-me muito interessante para caracterizar os clientes-alvo e as experiências que procuram e valorizam.
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"The six-step conception and gestation process
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Persona creation is largely a serial and straightforward process in which you summarize, cluster, analyze the data to discover themes.

You use these themes to generate rough persona “skeletons.” You then cull and prioritize the skeletons to focus only the most important, most appropriate, targets. Finally, you enrich skeletons into full personas by making the details concrete and adding personality and a story line.
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Conception
Step 1: Identify important categories of users. If you can, identify categories of users that are important to your business and product domain. Identifying these categories now (even if they are based solely on assumptions) will help you structure your data processing and build a bridge between the ways people think of users today and the data-driven personas you will create.
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Step 2: Process the data. Process your raw data to extract information relevant to your user and product domains and then identify themes and relationships.
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Step 3: Identify and create skeletons. Evaluate your processed data to verify the categories of users and to identify subcategories of users. Create skeletons, which are very brief (typically bulleted) lists of distinguishing data points for each subcategory identified.
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Gestation
Step 4: Prioritize the skeletons. Once you have a set of skeletons, it is time to get feedback from all stakeholders. You will evaluate the importance of each skeleton to your business and product strategy and prioritize the skeletons accordingly. Your goal is to identify a subset of skeletons to develop into personas.
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Step 5: Develop selected skeletons into personas. Enrich the selected skeletons to create personas by adding data, concrete and individualized details, and some storytelling elements to give them personality and context.
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Step 6: Validate your personas. Once you have added details, it is important to double-check to make sure your final personas still reflect your data."
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Continua.