Episode 5

Do you recognize this person? - Mark Thompson-Kolar, User Experience Researcher, Duo

Episode length: 14 minutes

Creating a customer persona requires lots of interactions with people, listening to their needs, and understanding the applications they use. If you don’t recognize the person being talked about as a product user, that’s a big warning sign that the persona created for the product isn’t quite right. Mark talks about the “Yes, and…” for a particular persona and the use cases for which the product was created.

Key Moments:

1:01 Mark explains all the types of research used to truly understand a persona.

3:00 How product principles can become culture drivers.

3:43 Which product principles are used most to develop personas.

5:04 How personas are validated with longitudinal personas.

6:21 Security employees are a persona, so if you must ask, do you recognize this person?

7:49 Deepening persona understanding by asking ‘yes, and…”

12:56 Mark’s favorite product outside of Cisco is the Comcast interface.

Episode Transcript: https://cisco.box.com/s/9cayz4uvciw7z5rwqklm6ekctbtqkp0q