02 | Personas & Product Vision

This is an individual assignment worth 15% of the overall course grade

Overview

Once we’ve collected the insights from our user research study, we’ll use that information in two ways. As you’ve engaged with your client and observed your users, you’ve gained a better understanding of who these people are. We use that information to craft personas. A persona helps us model, summarize and communicate research about the intended users of our application.

Through that process, you’ve uncovered several areas where you could identify capabilities on the website to address specific needs or desires of these personas. We want to capture those opportunities as areas to explore solution design in the form of our vision statement.


Assignment Components

Persona Development (60 points)

From your previous experience assignment, identify two distinct personas of people who want to engage with your client’s site. Your users should represent different experiences (for example, a fan and booking agent). As a best practice, create personas with names and imagery that reflect who the users are in realistic terms. For this assignment, end users should not be technical designers, developers or administrators. Incorporate the following:

  • Persona type
  • Persona’s fictional name
  • Job titles and major responsibilities
  • Demographics such as age, education, ethnicity, and family status
  • The goals and tasks they are trying to complete (related to your experience deconstruction)
  • Their physical, social, cultural and technological environment
  • A quote that sums up what matters most to the persona
Product Vision (40 points)

Amazon’s product teams create internal “imagine the future” press releases as a way for employees to explain their ideas to the organization and showcase how the solution will solve a customer problem. The benefit of the press release format is that it forces the product teams to simply explain complex ideas before any solution development begins.

The press release imagines what the outcome of the solution is – before you’ve built it.

“If you can’t come up with a compelling press release, the product you want to launch probably isn’t worth making.”

  1. Start with a headline that clearly names your solution in a way your target audience will understand
  2. Follow with a sub-heading that describes who the solution is for and what benefit they get (one sentence)
  3. Create a summary of the solution and the benefit. Assume your reader won’t read anything else, so make it good!
  4. Describe the problem your solution solves.
  5. Describe how your solution solves the problem.
  6. Provide a quote from a hypothetical customer that described how they experienced the benefit.
  7. Provide a closing and call-to-action wrapping up your solution and telling your reader what they should do next.

Adapted from: Amazon Press Release

For inspiration, check out the official Amazon Press Release repository.


Presenting Your Work

Summarize your two personas and press release on a one-page each equivalent document.

Previous Assignment Examples

Examples from a previous course can be found here. Note that the Press Release is a new assignment component for 2019. See above for press release examples or the Week 2 Lecture 2b live classroom presentation on Product Visioning in Blackboard.