📚
Platform as a Product
  • Foreword
  • What is an Internal Developer Platform?
    • Introduction
    • From DevOps to IDPs
    • Case Studies
    • Challenges and Risks
    • Opportunities and Rewards
    • Platform as a Product
  • Setting Goals & KPIs
    • Introduction
    • DORA Metrics
    • SPACE
    • Productivity Metrics
      • At LinkedIn
    • Adoption
  • Starting from scratch
    • Introduction
    • Starting without a PM
    • Hiring a PM
      • Job Description
      • Reporting Lines
  • Understanding your users
    • Introduction
    • Jobs To Be Done
    • Segmenting Your Audience
      • Conducting Research
      • Imagining User Personas
      • Defining User Profiles
    • Observing User Behavior
      • Telemetry
      • Analytics
    • Mapping User Sentiment
      • Qualitative Measures
      • Quantitative Measures
      • CSAT / NPS
    • Bringing Everything Together
      • Sharing Your Findings
      • The Work is Never Done
  • Deciding Platform Scope
    • Introduction
    • Creating a Capability Map
    • Value Proposition Canvas
    • Aligning on Product Features
      • Roles and Responsibilities
      • Golden Paths & Paved Roads
  • Gathering ideas
    • Introduction
    • Using UX Research Techniques
    • Aligning with Senior Leaders
    • Talking to Users
    • Working Across Groups
    • Dogfooding
  • Creating a Roadmap
    • Prioritizing Projects
    • Getting Feedback
  • Documenting the Platform
    • Scaling the Team
    • Knowledge Framework
    • Page Analytics
  • Marketing The Platform
    • Introduction
    • CRM to the rescue
    • Internal Communications
      • Instant Messaging
      • Regular Newsletter
    • User Advisory Groups
    • Office Hours
    • Internal Conferences
    • Communities of Practice
  • Conclusion
  • Research
    • Sources
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  1. Understanding your users
  2. Segmenting Your Audience

Imagining User Personas

PreviousConducting ResearchNextDefining User Profiles

Last updated 2 years ago

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Personas describe the users of the platform. There is a wide variety of individuals with different backgrounds, experiences and comfort level with the technologies in play that the platform needs to cater to. By identifying personas, that's to say archetypes that can be used to think through how users will use the platform, we have a common basis on which to build.

Examples of characteristics that could be clustered together to form personas:

  • Tenure in the company

  • Group, department or team

  • Age

  • Specialisation

  • Seniority or level

For each persona it's useful to capture key information, as well as create a character that the entire platform team can reason about. This could mean creating the following "bio" for each persona:

  • Job summary.

  • Jobs to be done.

  • Motivations.

  • Frustrations.

Below is an example of a few potentials personas at Deliveroo.

TODO

Once you have the personas define, you can use them to zero in on specific problems each persona can have or, when offering a new capability, making sure it is useful and easily adoptable by each persona.

LogoDeveloper Portal PersonasIkenna's Blog
LogoPersonas – A Simple IntroductionThe Interaction Design Foundation
LogoThe complete guide to developer personasDeveloper Marketing Alliance
LogoDeveloperExperience/Personas - MozillaWiki
LogoCloud Personas - Fedora Project Wiki
LogoWhy we use personas in product developmentGitLab
LogoPersonasGitLab