- FUBU: For Us By Us. Start with idea to build something for us. Product is built to solve a certain problem we face. Then audience diversifies and product evolves and no longer becomes for us
- FMBY: For Me By You. We take down requirements and hope that everything comes out OK.
- MSU: Making things up design.
- FTBU: For Them By Us.
Jeff explains that if a product is good, it is built for the people that will use it and that is not us.For them by us is user centered design. To build a good product we need to care about the user. Another way is to keep asking users what they want.
Jeff defines a pragmatic persona as a quick exploration of what we know about our users. We want to build them to start discussions about what we know and don’t and help drive mapping your user experience using stories.
Next Jeff goes over the process of creating a persona by walking through an example of a restaurant review application:
1. Identify kinds of users (user types or roles)
Determine the criteria that makes each type distinct. Identify high priority or focal types.
Think of different kinds of people that will use your product as user types (college students, business professional).
A user role describes the relationship a person has with your product. We change roles like changing hats. Think thing-doer (late night pizza buyer, daytime lunch seeker, penny pinching pizza buyer, married daytime lunch seeker). Isolate aspects that are relevant.
Next prioritize. The user types that are the most relevant to design depends on the business and product goals. Figure out which user types are most critical to achieve the goals and objectives. Refer to these user types as focal or primary. A typical system will have 2 or 3 focal users and several more that aren’t (make sure these are listed as well).
2. Profile Users (start with assumptions about users and then add additional info by doing research). Identify information about users relevant to the product. Profiling adds general information to user types like sizing, gender, domain knowledge, pains, goals, motivation, general activities, context, frequency, collaborators, and other products they rely on.