TECHNIQUE: Post Service Personas

Written By Joe Macleod

CURRENT PERSONAS

The data that we use as evidence to create personas comes from market research - which often focuses on feedback from current satisfied customers and surveys from potential customers - and so we miss the insights from recently departed customers. In short, personas are always looking forward from the current to the future and by their nature they are overly positive and fanciful.

POST SERVICE PERSONA

Post Service Personas consider the emotions of a user after they leave a service or product relationship. It aims to highlight the reasons for that departure and helps designers to consider and reflect on the closure experience of a service and the subsequent fall out.

Joe Macleod
Joe Macleod has been working in the mobile design space since 1998 and has been involved in a pretty diverse range of projects. At Nokia he developed some of the most streamlined packaging in the world, he created a hack team to disrupt the corporate drone of powerpoint, produced mobile services for pregnant women in Africa and pioneered lighting behavior for millions of phones. For the last four years he has been helping to build the amazing design team at ustwo, with over 100 people in London and around 180 globally, and successfully building education initiatives on the back of the IncludeDesign campaign which launched in 2013. He has been researching Closure Experiences and there impact on industry for over 15 years.
www.mrmacleod.com
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