Digital Product Management

Session 4
Customer Persona
https://www.alexandercowan.com/hypothesis-driven-development-practitioners-guide/
Day In the Life Of (DILO)
• What time do you usually wake up? What usually • What’s a typical work afternoon like? Tell me about
wakes you? last Tuesday?
• What’s the first thing you do when you wake up? • What time do you typically knock off from work?
Why?
• What do you do after work/before dinner?
• What do you have for breakfast? With who?
• What do you typically do for dinner? With who?
• Any other morning rituals before you settle into
work? • Do you work after hours? On what? Why? For how
long?
• What’s the first thing you do when you start the
workday? • What do you do to unwind after dinner but before
bed?
• What’s a typical work morning like? Tell me about
last Tuesday? • Do you have a bedtime ritual?
• What do you do for lunch? What do you eat? • What time do you usually go to bed?
• Any other afternoon rituals? • What do you carry around with you during the
day?
• What are your guilty pleasures during the
workday? • If you had 3 hours where you weren’t obliged to do
anything at all, what would you do?
Journey Map
• We use journey mapping as an exercise for determining a list
of requirements for our project as well as uncovering hidden
issues.
• It also encourages the team to empathize with users.
• Journey maps are created after you’ve made personas for your
project
How do we do a journey map?
• Review the persona’s goals, values, and what makes them
stressed.
• Have one participant take on the role of the persona.
• Let others try to understand by asking questions, mapping the
use patterns
• The person playing the role of persona should start out by
identifying what their goal is. (Example: my goal is to book a hotel
for my vacation with my family).
• Next, have them identify the very first step that they might take in
order to achieve that goal. Note that this most likely will start
before the persona even gets on to the website or application
How do we do a journey map?
• Describe each step in detail.
• From here on out have the persona role player walk through
every possible step that they would take until just after they
reach their goal.
• The steps taken after the goal has been achieved are crucial
to note as it informs you where they are heading next.
• If you have an application, don’t start at logging in, instead
start at the motive that would make someone need to log in.
How do we do a journey map?
• Once you have documented the entire scenario, have the
non-persona role-playing participants provide feedback on
the journey. Now is an excellent time to ask clarifying
questions ranging from the order of steps that a persona
might take to more nuanced inquiries.
Recap
• User Persona
• A prototype of the user
• The iterative approach we do in customer development
• Ideate> Prototype> Test > Revise
• Day in the Life Of
• Customer/User Journey Mapping
• Understand the customer use context
• It may be done as Day In the Life Of (DILO) with Day Parting to understand the user’s
life/work and identify and place the problem in context so that it can be defined.
• It may be done with existing products or prototypes to trace the interaction of users
with the digital product.
• Very popular in service-businesses to improve service performance and customer
satisfaction by identifying pains and gains
Value Proposition Canvas
Jobs To Be Done
• Customers hire products to do the job they need to get done
• Products may change over time, but jobs may remain
• What is the customer trying to accomplish
• Customers have multiple jobs that they want to get done
• Get to a destination on time
• Find information easily
• Share memories and connect with friends
• Jobs Can be
• Functional
• Emotional
• Social
• What do you want to get done?
 Jobs To Be Done
When ______________ I want to ___________ So that I can_____________

Situation Motivation Outcome

When I am tired I want a quick snack So that I recover my energy quickly

When I teach I want to have easy access to all my So that I can check for examples and
notes solutions

When I check emails I want to see the important mails So that I can respond to them
immediately
 Jobs To Be Done
When ______________ I want to ___________ So that I can_____________

Situation Motivation Outcome

When I am travelling I want to check my office emails So that I can keep respond to
important ones

When I am traveling I want to stay connected to work So that I do not miss out on any thing
important

In the morning I want to remember every task for So that I can prioritize my task
the day
Pains and Gains
• Pains are problems and frustrations.
• Keep forgetting tasks
• Accidentally deletes email
• Important information gets lost
• Gains are those ideal outcomes
• What if I had some one to remind me everything
• A mailbox with only important emails
• All the data at fingertips