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2015 COWAN+
THE VENTURE DESIGN PROCESS
How did the customer CUSTOMER Was the implemented
/user react? DISCOVERY & story relevant to the
EXPERIMENTS proposition?
?
E
M
WH
W
AT
S HO
PRODUCT &
IF
PROMOTION
?
VALUE
Did the PROPOSITIONS &
USER STORIES implementation ASSUMPTIONS
& PROTOTYPES deliver on
the story?
E?
AL
PIVOT?
SC
Do we understand
this person? What ?
AT
makes them tick? WH
Is the problem
PROBLEM relevant? Is the
PERSONAS WHO? SCENARIOS & proposition better
ALTERNATIVES
vs alternatives?
2015 COWAN+
THE VENTURE DESIGN PROCESS- PERSONAS
Do we understand
this person? What ?
AT
makes them tick? WH
PROBLEM
PERSONAS WHO? SCENARIOS &
ALTERNATIVES
2015 COWAN+
PERSONAS- THINK SEE FEEL DO
2015 COWAN+
PERSONA: BAD
Women
Age 28-45
Has kids
Socialize with other moms
Online with Facebook
86% said theyd like to be more
organized
70% said theyd use an application
that organizes them
2015 COWAN+
PERSONA: BAD
This is a huge population- Women
not exact
Age 28-45 Bullet points are almost never
Has kids vivid or detailed
2015 COWAN+
PERSONA: BETTER
the use of a first name helps w/
vividness (a little)
Mary the Mom
Mary is a mom by choice. She had a successful career in
accounting, but welcomed the opportunity to be a stay at home
these full sentences look like a good mom. She loves it. But its not like having kids purged her
start towards something vivid and creative, social instincts. She wants to connect, she wants to
detailed learn, she wants to interact. Being a mom is a job and she wants
to do it well. That means corresponding with other moms on
child education and keeping track of what works. She posts to
Facebook at least twice a week and responds to other moms
items more often than that.
this is a real photo of a relevant
She has a few blogs and publications she reads regularly
person taken with an iPhone in the
real world
2015 COWAN+
A LITTLE GAME FOR BETTER PERSONA DISCOVERY
OBJECTIVE:
Get a feel for whats real; start to create something vivid
2015 COWAN+
OUR CAST
Sally the
Single Mom
2015 COWAN+
WAKE UP!
2015 COWAN+
WAKE UP!
2015 COWAN+
GEARING UP FOR THE DAY
2015 COWAN+
AT WORK
2015 COWAN+
AFTER WORK
2015 COWAN+
PRE-BED
2015 COWAN+
BED
2015 COWAN+
GEAR
2015 COWAN+
IF I HAD 3 EXTRA HOURS
2015 COWAN+
ABOUT SALLY THE SINGLE MOM
Whats her favorite kind of music?
Where did she buy her last pair of shoes?
What movie did she last see?
What did she drink with dinner last night?
If she had a dog, what kind?
Whats her favorite magazine?
ALEX COWAN
alexandercowan.com
bit.ly/daynthelife @cowanSF
2015 COWAN+
THE ART OF CUSTOMER DISCOVERY
2015 COWAN+
THE USE OF PROBLEM SCENARIOS
P !
S NA
2015 COWAN+
PERSONAS- THINKS?
Thinks The cognitive part. Often: tension between how theyd ideally like things to be and how they are now.
[Persona] thinks [things should be different in a certain way]. This is important because [why?].
Sees
Feels
Does
2015 COWAN+
PERSONAS- THINKS?
Thinks The cognitive part. Often: tension between how theyd ideally like things to be and how they are now.
[Persona] thinks [things should be different in a certain way]. This is important because [why?].
Helen thinks the hiring process should be so much better- more systematic, fewer bad hires.
Sees
Feels
Does
2015 COWAN+
PERSONAS- SEES?
Thinks The cognitive part. Often: tension between how theyd ideally like things to be and how they are now.
[Persona] thinks [things should be different in a certain way]. This is important because [why?].
Sees The interactions that shape their Thinking- media, peers, education, training, casual observation.
[In certain situation], [person] sees [key observation of importance]. [Repeat, etc.]
Helen is at the tail end of every bad hire and sees the damage it does to the employee and company, alike.
Feels
Does
2015 COWAN+
PERSONAS- FEELS?
Thinks The cognitive part. Often: tension between how theyd ideally like things to be and how they are now.
[Persona] thinks [things should be different in a certain way]. This is important because [why?].
Sees The interactions that shape their Thinking- media, peers, education, training, casual observation.
[In certain situation], [person] sees [key observation of importance]. [Repeat, etc.]
Feels The emotional driver. What emotions around the relevant activity? What trigger emotions? Results?
When [some event], persona feels [emotion]. Its [cause] that make them feel this way.
Helen feels like crap whenever they have to let someone go. She hates it. The employee hates it. The manager
hates it. Its incredibly destructive and de-motivating for everyone involved.
Does
2015 COWAN+
PERSONAS- DOES?
Thinks The cognitive part. Often: tension between how theyd ideally like things to be and how they are now.
[Persona] thinks [things should be different in a certain way]. This is important because [why?].
Sees The interactions that shape their Thinking- media, peers, education, training, casual observation.
[In certain situation], [person] sees [key observation of importance]. [Repeat, etc.]
Feels The emotional driver. What emotions around the relevant activity? What trigger emotions? Results?
When [some event], persona feels [emotion]. Its [cause] that make them feel this way.
Draft Does for one of your personas
Does The actuals. What triggers? How often? For how long? How much money?
[Persona] [does activity] [x] times per [period]. Persona spends [$z] on [area] per [period].
Helen is responsible for recruiting 6-12 new positions per year, screening 25-50 candidates for each position.
2015 COWAN+
PERSONAS & PROBLEM SCENARIOS
2015 COWAN+
PERSONAS & PROBLEM SCENARIOS
PROBLEM SCENARIO
X
2015 COWAN+
PERSONAS & PROBLEM SCENARIOS
PROBLEM SCENARIO
What job(s) are you doing for the X
customer?
What existing need or behavior
are you fulfilling?
2015 COWAN+
PERSONAS & PROBLEM SCENARIOS
PROBLEM SCENARIO
X
ALTERNATIVE(S)
?
2015 COWAN+
PERSONAS & PROBLEM SCENARIOS
PROBLEM SCENARIO
X
ALTERNATIVE(S)
If they currently use
spreadsheets, watch them use it
?
and get a copy of it.
If they currently put notes on the family
fridge, ask about it, photograph it.
2015 COWAN+
PROBLEM SCENARIOS (JOBS TO BE DONE)
Hiring technical talent.
(Too Broad, Abstract)
2015 COWAN+
PERSONAS & PROBLEM SCENARIOS
PROBLEM SCENARIO
X
ALTERNATIVE(S)
?
2015 COWAN+
PERSONAS & PROBLEM SCENARIOS
2015 COWAN+
TESTING YOUR PERSONA HYPOTHESIS
Question Form Examples Questions (Enable Quiz)
Tell me about [yourself in the role of the persona]? - Tell me about being an HR manager?
- What do you most, least like about the job?
- What are the hardest, easiest parts of the job?
- Ive heard [x]- does that apply to you?
Tell me about [your area of interest]? - Do you do screen new candidates? If not, who?
- Can you tell me about the last time? What was the trigger?
- Who else was involved? What was it like?
Tell me your thoughts about [area]? - How should it ideally be done?
- How is it actually done? Why?
How do you currently [operate in area of interest- if you - How do you currently screen for technical skill sets?
dont have that yet]?ORHeres what I got on [x]- is that - Who does what?
right? - How does that work?
Whats [difficult, annoying] about [area of interest]? - Whatsdifficult about screening technical candidates?
How do you validate they have the right skill set?
- How are the actual outcomes? Examples?
What are the top 5 things you want to do better this year - What are the top 5 things you want to do better in technical recruiting and
in [general area of interest]? hiring?
2015 COWAN+