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You strive to be ‘user centric’, but when you haven’t done the background research, who exactly is the user you are talking about? You’ve likely found that many conversations still revolve around, “I think we should” rather than about what your target users would need. Personas solve this problem by creating a realistic profile that represents a segment. Even if you don’t have a lot of time to do up-front primary research to inform your personas, you can create assumptive personas based on the knowledge within your team. This will help to focus conversations and decisions and give you a clear direction for where to focus your research efforts.In this class, I’ll outline what personas are, why they are useful, and how to create them. You will have the opportunity to practice creating your own assumptive personas based on the knowledge of your ‘team’, identify the key assumptions that are critical to your team’s success, and craft a research plan to validate those assumptions.
Jeremy Kriegel has been designing great experiences for 15 years. Just as we need to understand the needs and context of users to craft a design solution, Jeremy believes that success also requires us to look at the business context to craft an appropriate design process. From start-ups to Fortune 100 companies, as a consultant or on an internal team, he has seen a lot of different scenarios that each required their own approach. He brings this diversity of experience to bear in adapting UX to agile methodologies, finding the balance appropriate for each business. Currently, Jeremy leads the UX team at Cambridge Interactive Development Corp, the company behind Everest Poker and the Everest Gaming suite.