Introduction to Personas in Product Management
Welcome to the session on Personas. In the last session, you learnt how to gather user feedback for product development.
In this session
As a product manager, the user is central to all your efforts. The products you develop should revolve around the user’s goals and needs. Conducting research and gathering information about your users is the first step, but you may wonder where to go from there. In other words, you may have mountains of data about the user’s background, motivations and goals, but it won’t mean anything until you start processing it and making some sense out of it.
You can achieve this by creating product artefacts. These are processes and methods you can use to understand the needs of your user and figure out ways to meet these needs in the form of a product that provides significant value as well as delight. Let’s start with the first product artefact—Personas.
A user persona is a representation of a particular user segment of your product or service and is created from the data gathered through user research. Creating personas for your user segments helps you identify and better understand the various kinds of people who would use your product. It also helps capture and organise your learnings from user research into tangible and useful resources which serve to improve and refine your product.
The broad agenda for the session is as follows:
Understanding the basics of personas
Learning about the elements of a persona and the process of building a persona
Revising and updating personas
Analysing some examples of personas in the industry
Session Objectives
By the end of this session, you will be able to:
Describe what personas are, and their importance in product development
Understand the elements that make a persona
Build a persona through a step-by-step process
Understand the process of revising and updating personas
Guidelines for in-module questions
The in-video and in-content (out of the video) questions for this module are not graded.
People you will hear from in this session
Subject Matter Expert
Anshumani Ruddra
VP of Product - Sports, Social and Gaming at Hotstar
Anshumani Ruddra is a mentor and advisor to a number of startups. He has successfully managed large products and has previously led diverse teams of developers, artists, game designers and product managers at Zynga. He also was the VP of Product at Practo, where he was responsible for all central products.
Industry Expert
Gaurav Joshi
Gaurav Joshi has been associated with UI/UX design throughout his career. He was earlier the Head of Design at Housing.com, where he led product design including design direction. He was previously associated with Delhivery as a UI/UX designer and front-end developer.
Presenter
Romil Desai