Tuesday, February 13, 2007

Long Live the User (Persona): Talking with Steve Mulder

An interview with Steve Mulder, author of "The User Is Always Right" ...

"You’ve tried it all. User personas as posters, ala Alan Cooper, hanging on the office walls. User personas as cardboard cutouts, sitting at the conference table with you and your client. User personas as glossy deliverables. As paper mâché projects. As collages, comics, mood boards, Word documents, lists, charts, and just regular conversations.

Through all your attempts to bring user personas into your project, one thing remains consistent: user personas are hard to get right. And even if you get them right, they’re even more difficult to integrate into your day-to-day process.

Steve Mulder, user persona aficionado, has some suggestions. A whole book of them, in fact. That’s why Boxes and Arrows needed to interview him after getting a preview of his new book, The User is Always Right, late last year. Steve’s been kind enough to talk with us and to provide us with a free sample chapter below.

Liz Danzico: Congratulations on your book. What is The User Is Always Right, and, well, is it true?

Steve Mulder: This book was born out of the sinking feeling that, despite all the constant preaching about knowing your users, too many websites are created and grown without keeping users in mind. More companies are doing user research than ever before, but they’re challenged with making the results of that research understandable and actionable. Enter personas, which are generating more and more buzz.

But what are the various approaches to creating personas? How do I actually interview and survey users? How do I segment users and turn the segments into realistic personas? How do I use personas for directing overall business strategy, scoping features and content, and guiding information architecture, content, and design? The intent of this book is to give practical advice and direction on creating and using personas, and also to challenge all of us to bring personas to the next level.

So, is the user always right?

Yes, philosophically. Successful companies recognize that putting users at the center of decision-making is almost always a good idea. But taken literally, the book’s title is also a lovely, overstated attention-grabber. Let’s face it, users often can’t tell you the right direction for the website. But buried in their goals, behaviors, and attitudes (both stated and unstated) is everything you need to discover the right path. That’s why good user research isn’t just about listening to what users say."    (Continued via Boxes and Arrows)    [Usability Resources]

The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web

Recommended Book

Check-out more books at Usernomics.


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