Creating simple user personas

Photo by Daria Nepriakhina on Unsplash

Personas are a great place to start with user centred design, particularly if the whole practice is new to your organisation. This is because they can provide a quick and cheap way of ensuring your project puts the different types of user at the heart of your service design process.

Personas are fictional representations of the different types of potential users of your service. Well written ones can bring the important user types to life, which is why it helps to make them as realistic as possible. They also help to give the project team focus, by constantly reminding them of what really matters to their users. Finally, they are a great way of engaging stakeholders with your work, introducing personality and something relatable.

They can have their downsides though:

  • often personas aren’t based on user research, but assumptions
  • they can sometimes focus on what user’s want rather than what they need
  • they can get stale quickly – don’t fall into the trap of not updating them or using the same personas over and over again
  • They should not be the only form of user centred design that is used in a project – personas are not a shortcut or a tick in a box

So make sure you use them properly, and most importantly of all – do your research first!

To make your life easier, here is a simple template to use for your user personas. Feel free to amend it in any way you like to make it work for you.

Hope it’s useful!

CDO chat with Ben Unsworth

It’s taken a while to record the second CDO Chat video, but today I finally had the joy of an hour of Ben Unsworth‘s virtual company!

Ben has done loads in digital government, including stints at the Home Office and with FutureGov, and these days he is the Director for Service Transformation at Essex County Council.

In this video, we talk about Ben’s role and what it encompasses, the importance of accessibility in digital services, the roles needed to make change happen, and the impact of the lockdowns and the future of work. Oh, and of course we hear a little about his shed too.

If audio is more your thing, you can grab that on Soundcloud.

A CDO chat with Ben Unsworth

It’s taken a while to record the second CDO Chat video, but today I finally had the joy of an hour of Ben Unsworth‘s virtual company!

Ben has done loads in digital government, including stints at the Home Office and with FutureGov, and these days he is the Director for Service Transformation at Essex County Council.

In this video, we talk about Ben’s role and what it encompasses, the importance of accessibility in digital services, the roles needed to make change happen, and the impact of the lockdowns and the future of work. Oh, and of course we hear a little about his shed too.

If audio is more your thing, you can grab that on Soundcloud.

Legends of Low Code online event

Photo by Annie Spratt on Unsplash

Update 16/7/2021 – here’s a link to the recording of this session.

On Tuesday 13 July, between 2pm and 3.30pm I will have the pleasure of chairing a panel session discussing the use of low code platforms in local government.

I’ve been involved in the implementation of low code in a couple of councils, and in the right circumstances it’s a great fit. In the panel session, I’ll be exploring what those circumstances are, and what some of low code’s pitfalls are, as well as what it is brilliant at.

I’m going to be chatting with the following ‘legends of low code’:

  • Kev Rowe, Croydon Council
  • Craig Barker, Cumbria County Council
  • Clare Evans, Tewkesbury Borough Council
  • Ben Evans, Ashfield District Council
  • Lee Gallagher, Hertsmere Council

Big thanks to Nick Hill for organising the panel – as well as being informative, it should be good fun too.

Matching user needs with tech capabilities

Photo by Patrik Michalicka on Unsplash

Something that I have found helps an awful lot is having a simple way to match identified user needs with the technology capabilities needed to meet them.

It helps in two main ways:

  • by encouraging people to consider the user needs they are trying to meet before thinking about technology solutions (always tempting, but dangerous!)
  • by reinforcing the message about capability-based technology delivery, as opposed to always thinking in terms of single monolithic systems

By considering user needs first, then identifying individual capabilities to meet them, it’s possible to come up with solutions that are more likely to succeed and can often be cheaper and quicker to implement.

A good example of when I used this was when I was advising on a new intranet project. The initial requirements list had all sorts of stuff in it – HR policies, telephone directory, social networking, better collaboration (whatever that means!), and loads of others.

I was able to break it down into the needs we were trying to meet, and then come up with the technology capavilities to meet those needs. I found that adding an extra translation layer betwene the teo – tasks – helped with doing this. Here’s an example below:

  • User need: I need to know if my pay will increase this April
  • Task: quickly and easily access details of pay grades and scales, via search or navigation
  • Technology capability: publish pages of content

Pretty obvious perhaps. But let’s look at another need:

  • User need: I would like to understand the organisation’s policy on remote working
  • Task: find and read a policy document
  • Technology capability: share and manage versions of documents

Now, traditionally both of these things are requirements for an intranet. But broken down in this way, we can understand that we need an intranet to publish pages of content, but perhaps for the sharing of formal documents, a more specific capability is needed?

I then add a fourth column, which outlines the potential technology to deliver the capability. In the latter case, this could be a system such as Sharepoint or Google Drive, which may already exist in the organisation.

By following this process through with all the identified user needs, you’ll end up with a list of what technology you’ll need, along with a map of what you already have that can do those things, and where you have gaps.

To make it super easy, here’s a Google Doc template, with a worked example for the intranet, that you can copy and make use of.

Hope that’s useful!