For a lot of people, 2020 isn’t quite going as expected.

Maybe you’ve had a conference or two cancelled (like the Atlassian summit 😭). Perhaps your big team planning event is on the backburner. Or maybe your entire workforce has been told to work from home until further notice.

Amazon has stopped all non-essential travel and a number of big tech companies have encouraged employees to work from home, including Apple, Google, Microsoft, Twitter, Facebook, and HP (in some or all regions).

You think you’re disruptive? Well, clearly you haven’t met COVID-19!

The new pandemic has shaken things up. Record numbers of organizations are looking for ways to quickly adapt and transition their teams to working remote. It’s a huge challenge when you consider that agile is typically designed for face-to-face interaction - especially critical events like quarterly PI Planning.

We’ve put together some thoughts to help you quickly transition your team to distributed agile, based on our own experiences and working with big organizations who have been working with remote team members for awhile now. First thing’s first...

1. Don’t panic (about distributed agile)

We’re not qualified to tell you if you should panic about the pandemic (seriously though… you don’t need that much toilet paper). But we are qualified to tell you that a remote workforce isn’t as scary as it sounds. You’re going to be just fine.

Organizations like yours have been doing their thing with a distributed agile team for years now. One of our customers has a large distributed team and only does remote PI Planning. It's possible to pull it off.

2. Lead people on how to work from home

Some of the people on your team probably haven’t worked from home before. At least, not for an extended period. So, offer guidance on what’s expected and how they can make the most from working at home.

You know... like business up top, sweatpants on the bottom, and no one on the conference call will be any wiser.

But seriously, it’s a good idea to share guidance like:

• What equipment they’ll need
• A list of software and apps to download (with licensing info)
• Where to find information and access files (a single source of truth is best at all times, but especially when things are already a bit overwhelming)
• How to communicate virtually
• Ideal environments for focus and productivity
• How to block out noise and distractions
• Expected work hours
• How to switch off and take breaks

But a little guidance will go a long way in helping everyone feel more “at home” with the new work situation.

3. Encourage information sharing

You might already have a distributed agile team who are experienced with working remote. So, encourage the experienced remote workers to champion the practice and lead others.

Create a Slack channel or other environment dedicated to discussions about working from home, so that people can share tips and experiences, and ask questions. At Easy Agile, we've created a #remote channel to share our setups.

4. Get the right tools

If your team is working remote for the first time, they might not have all the bits and pieces they need at home to do their job, attend meetings, or show up properly to a remote PI Planning event.

Depending on their role, they may need:

• Computer - A desktop and monitor setup or a laptop with sufficient processing power for everyday tasks
• Meeting equipment - Webcam, headphones, and working mic
• Your preferred communication apps - Slack, Zoom, Google hangouts, Skype, or Microsoft Teams
• Security measures - Password managers, VPNs, and antivirus software
• Your project management tool - Jira, Trello, Asana, or Smartsheet
• Easy Agile Programs for PI Planning in Jira

5. Look at this as a pilot

More people want to work from home and it makes a lot of sense for businesses to encourage this new way of working. It can save a lot of money (one estimate suggests $10,000 per person per year) when teams stay at home. And you can save hundreds of thousands per PI Planning session when you don’t have to pay for flights, accommodation, and event space for a team of up to 100.

The remote work trend isn’t going away - even after the pandemic dies down. So, look at this as an opportunity to try distributed agile if you haven’t already. You could find it’s a better, more cost-effective way for you to get stuff done and give your employees what they want.

6.Trust your people

Nobody likes to feel watched while they’re working 👀 But especially not while they’re working from home. At home, your employees will probably:

• Face more distractions (like kids!)
• Step away to put a load of washing on
• Grab a coffee (and probably a few other things 😋🍛🍫🧁) from the kitchen

In between all of that, you need to trust that they’ll get their job done, do their best, and be productive - even if it happens outside of regular business hours.

Fortunately, if you’re agile, you likely have built a culture of trust already. So, keep up with regular communication, virtual standups, and transparency. This should be enough to monitor progress and keep your people accountable without micromanaging

7. Stay social

Even if you can’t meet face-to-face, create opportunities for your teams to come together virtually, socialise, and chat. Set up a non-work Slack channel, do regular video calls, and talk about more than just work. People, relationships, and connectedness matter even more when you can’t be in the same room together.

8. Get better at risk management

When all of this blows over (and it will), you’ll come out a much stronger organization than before. If a single team member, a whole team, or your entire organization need to work remote in the future, you’ll be able to easily switch gears with minimal disruption.

Use this opportunity to uncover risks you might not have considered previously. Ask questions like:

• What if half of us get sick and can’t work for a few weeks?
• What backup options are in place for our internet connection, files, and communications?
• What if our building is suddenly inaccessible?
• Become more aware of potential risks to your company so you can be better prepared in the future.

9. Look on the bright side

While a pandemic isn’t an ideal scenario, it’s okay to look for the positives, like:

• Your teams may find they love working from home
• Some distributed agile teams will find they’re actually more productive
• You'll get greater work/life balance
• No commutes
• More quality time with family
• Reduced emissions from cars and planes
• Quieter roads with fewer traffic jams and accidents

And maybe… just maybe… some of these changes will stick around for the better 🤞

What is a customer persona?

Customer Personas are fictional generalizations of your most valuable customers.

They help teams understand their customers by bringing together demographic information like age, gender, location, and income, alongside psychographic information like interests, frustrations, and personal or professional motivations.

What are user personas?

Now It might seem trivial at first, to come together as a team, mocking up what seems like fake dating profiles for your most important customers.

However, this exercise sets the foundation for other agile practices down the track, and its benefits are often undervalued.

Agile experts have called for more cross-functional teams, which means this knowledge of who the customer is, is no longer the sole responsibility of your Sales and Marketing team. Everyone is responsible for understanding who the customer is.

Teams that have a shared understanding and alignment around who is actually using the solution they are delivering are more likely to succeed.

Building customer personas helps teams to address the following questions:

• Who are our customers?
• What are their common behavioral patterns?
• What are their shared pain points (professional and personal)?
• What are their goals and objectives?
• What general demographic and psychographic information may influence their decisions?
• What drives them to make purchasing decisions?
• Is the customer the buyer or decision maker?
  

There are two steps you can take to answer these questions and start to identify who your customer personas are:

Firstly, broadly define your personas

It’s not crazy to think that most companies will have some broad idea of who at least some of their customer personas are. This knowledge is accumulated over time and is based on customer feedback, support requests, conversations/interviews, and initial market research.

This knowledge is not to be underestimated and is a great starting point before looking towards analytics to flesh these personas out into more specific detail.

Secondly, look towards insights and analytics

Once you’ve come up with a few customer personas, it’s time to flesh them out with qualitative and quantitative data.

So where can we find this information?

Look at sources like:

• Website Analytics
• Facebook Insights
• Customer Surveys & Polls
• Industry reports
• Customer Interviews or
• In-Product Analytics

After looking through all of this information you can map back the data against your original assumptions.

By the end of the exercise, you and your team should have a pretty good idea of who your customers are, and how to best service them, communicate with them and build solutions for them.

Customer personas in Jira

Once these personas have been developed, the challenge is choosing where to store them.

Making the personas highly visible should encourage your team to consider them each time new work enters the backlog. You want them to think, “What would Sam the System Administrator think about this new feature? Would she use it? How would she communicate its benefits to her team? What are some of the problems Sam may encounter on first use?”

That’s why we created an app for Jira - Easy Agile Personas.

Easy Agile Personas enables you to create and keep your user personas in Jira alongside your work, so the entire team can keep the customer in mind.

Whether you choose to use Easy Agile Personas or not, the customer personas you develop are vital to building user story maps.

Try it now

We’re excited to let you know that we’ve released a brand new app for Jira in the Atlassian Marketplace: Easy Agile Personas.

Customer focus isn’t easy.

• It’s easier to work on the things we like to work on.
• It’s easier to do what’s up next on the to-do list.
• It’s easier to delay the complex work until next month.

According to HubSpot, 96% of growing companies say that customer satisfaction is a key driver of their success.

Do your teams have a deep understanding of who your customers really are?

A good measure of customer focus is that everyone in a company can talk about key customer personas.

While some teams have talked about Personas in the past, we found that many do not store them in a central location and keep them updated as customer preferences evolve.

Even worse, software development teams working in Jira have limited visibility of how the issue they’re working on adds value.

That’s why we built Easy Agile Personas for Jira. (now available for a 30 day free trial on Cloud and Server)

The top 3 things you can do using Easy Agile Personas for Jira:

1. Create and maintain customer personas in Jira, where the entire team can access them
2. Use custom fields to link user stories to customer personas and rank the importance of the work
3. Plan your backlog based off customer value, not opinions.

After just a few weeks in beta, Easy Agile Personas has been installed over 40 times and is now the #1 Personas App on the Atlassian Marketplace.

Our goal: customer focus made easy.

P.S. Like what you see? We’d love some feedback. Please let us know your thoughts on the latest Easy Agile app by emailing us at hello@easyagile.com****

Creating a product roadmap in Jira can fulfill a few really important roles.

1. It can establish a vision for an agile team struggling for momentum.
2. It can communicate to the broader business what you’re planning to work on in future iterations or sprints.
3. It can help the product manager visually record dependencies between issues.

Bonus: by creating a Jira roadmap you won’t need to track down that one you created in Google Sheets or PowerPoint (or did I create it as a table in Confluence?) 🤷

Sorted. Sold. Show me how!

Ok — this is how you can create a free roadmap in Jira using Easy Agile Roadmaps:

Step 1. Go to the Atlassian Marketplace

Hop over to the Atlassian Marketplace page for Easy Agile Roadmaps.

Step 2. Start and install free 30 day evaluation

Press the yellow ‘Try now’ button to start your 30 day free evaluation. This means you can create a full roadmap and impress your team before you decide if it’s right for you.

You’ll need admin rights on your Jira to start a free evaluation. Or buy coffee for someone who does.

Choose from Cloud, Server or Data Center (whichever Jira hosting type your company uses).

Step 3. Open the roadmap

Once Easy Agile Roadmaps is installed, each Scrum and Kanban board in Jira will have a linked roadmap.

To open it up, look for the Roadmaps icon found in the Project Sidebar for all agile boards on Jira Server and for single-project agile boards on Jira Cloud.

If you’re on a multi-project agile board on Jira Cloud, the roadmap link can be found in the ‘…’ dropdown on the top right of your agile board screen.

Step 4. Add your first item to the Jira roadmap

Your blank roadmap should now be staring at you. ✅

You can add any issue type to a team’s roadmap. To access the issues from a team’s agile board, select the blue button marked either “Issues” or “Epics” in the top right of the roadmap.

Select the ‘Options’ dropdown to check the issue types you would like to appear in your roadmap backlog.

Then, drag and drop onto the roadmap. You can adjust the start and end dates and phasing of each issue by dragging the left or right ends of the coloured boxes.

If you’d like to send your roadmap to someone who doesn’t use Jira, you can export it as a PDF.

Congratulations! You just created a product roadmap in Jira. Now you can show it off to your team and delete your excel roadmaps FOREVER.

There’s a ton of other features that comes with Easy Agile Roadmaps, like Themes, Version Markers and Date Markers.

We’ll cover that in a future post. You can try out all of these in the free 30 day evaluation.

But for now, bask in the glory of your new roadmap.

Sit back and marvel at what you have created. You deserve it.

Try roadmapping today with Easy Agile Roadmaps for Jira

👉 👉 Read next: Principles of an Agile Product Roadmap

Are you keen to ensure your company is customer-centered? One good way to do that is to build personas.

Whether you’re a product owner, marketer, or salesperson, writing your company’s personas is kind of a big deal. (So, probably don’t delegate this job to the intern...)

That’s because your personas can be used to:

• Brainstorm new ideas
• Decide what products and features you should prioritize
• Better target your advertising and marketing creative
• Connect better with sales prospects and recommend the best solution to match their goals, problems, and pain points

Your personas will impact nearly all parts of your organization, so it’s important that you get them right. We know a thing or two about how to create personas (you might even say we’re experts 😏), so we’ve created this little guide to help you create yours like a pro.

Follow our 9 simple steps and you’ll end up with powerful personas that your whole team can use.

Ensure your team are aligned around customer archetypes with

Easy Agile Personas

Free Trial

Step 1 - Do your research

The best place to start is with your existing customers and prospects. You could run interviews and focus groups to find out more about who your customers are and what they want. Or create an online survey - you can set these up for free in Google forms.

Ask your customers about:

• Their age
• Their location
• What they’re qualified in
• Their title or job role
• Where they work
• Their family life
• How they’re currently using your product (or other products)
• What’s bothering them about your product (or other products)
• Relevant tasks they struggle with
• What they’d like to achieve in their work/life right now

Tip: it can sometimes feel a bit awkward if you ask personal demographic questions, so you could instead sum them up with one question: “How would you describe yourself?” This allows each respondent to decide how much detail they give you, and you might get some really valuable insights from an open-ended question.

Other research methods include:

• Analytics- Google analytics and social media analytics will usually display demographic Look at your analytics
• Forums- Join forums and closed groups where your audience likes to hang out, ask questions, and share about problems that are relevant to your product or service (just make sure you set a time limit for yourself so you don’t accidentally fall down a Reddit/Quora rabbit hole)
• Talk to your colleagues- Try to get your whole team involved and talking about your audience, especially the ones who regularly interact with customers

Step 2 - Analyze the data and identify your personas

Now that you’ve done the research, it’s time to figure out what it means. Keep an open mind as you look at the data because you want to create real personas, not something that backs your own internal narrative or the path you’ve been on until now.

Look for patterns in the data and see what the similarities and differences are. From here, you should be able to identify 3-5 distinct persona types. At this point, you might be tempted to create eleventy million personas, but don’t. You want to cover all your key user and audience types, and get reasonably specific.

Usually, less is best when it comes to personas because it means you can be more focused. After all, you can’t do everything and you know what they say… if you target everyone, you reach no one. The more your product and marketing is tailored to a specific group of people, the more they’ll be drawn to it. This could mean you’ll need to exclude some audiences from your personas who aren’t as good of a fit for you, and that’s okay.

Step 3 - Find a persona tool or template

Ideally, you’ll use an app or system that creates personas (like Easy Agile Personas for Jira). That way, you can integrate your personas into your processes, you won’t have to fiddle around with formatting, and they’ll be easier to update.

Some people have persona templates in google docs or Confluence.

Try Easy Agile Personas

Step 4 - Make them human

Before you put pen to paper, it’s a good idea to source a photo that helps define who your user persona is. That’s because the more authentic your persona, the easier it will be to relate to them and have empathy with them. And the easier it will be to write about them and come up with their story. When choosing your photo, try to find something that doesn’t look like a stock photo.

Next, give your personas real names that fit their demographics. Try to avoid boring cliches, but if you need some namning inspiration, you can trawl through the lists here.

In the personas, include information that helps you understand them as a person. You don’t need to share their full life story, but adding little details about their personality and motivations can help bring them to life.

Step 5 - Write your personas

When writing your personas, it’s all about telling their story (the TL;DR version). Depending on how you plan to use your personas, you might include details like:

• How their day is structured
• How they got to where they are now (in life/career)
• What they’re currently thinking about
• What keeps them up at night

Key sections could include:

• Name
• Demographics (like gender, age, location, qualifications, occupation, income, marital status, and kids)
• Goals/needs
• Values
• Information sources (like books, podcasts, news sites, blogs, TV, radio, thought leaders, and social media channels)
• Technology (including devices, browsers, and software/apps)
• Pain points, fears, and objections
• Personality traits (you might refer to DISC, Enneagram, and even Love Languages)
• Skills and tools
• Quote (a sentence or two in their own words that captures their thoughts or position, ideally a survey answer or quote from interviewing one of your customers)

You don’t have to use all of the above sections. You’ll need to keep your personas succinct (1-2 pages), which means avoiding fluff and editing out details that aren’t relevant or useful.

Step 6 - Refine

Now that your personas are written, it’s time to involve the rest of your team and get feedback on the personas. Many of them will have different perspectives on who your personas are and what your audience’s key problems and pain points are. So, let them poke holes in the stories and add other important details you may have missed.

There’s also a side benefit to refining your profiles with the help of your team members. If they’re involved in creating the personas, they’ll be much more likely to use them at the end.

Step 7 - Make them pretty

Scrappy personas can work, but if you create a better user experience, your personas will probably get used more often.

You can jazz up your personas with icons, illustrations, and brand colors. Add graphs and charts to visually represent data (like where your persona sits on a personality trait scale). And use headings to break the persona up into sections and make it easier to scan. Dot points, bolding, italics, and highlights can also help key information to stand out.

Step 8 - Incorporate them into your processes

Your marketing, sales, and development teams can all do better work when they use personas. So make sure that your shiny new personas are incorporated into all relevant business processes and made accessible to the whole team. Upload them to the cloud, link them to your project management tool (like Jira), and ideally, your user stories and backlog to add context there.

Step 9 - Notice the difference

With personas, your teams are equipped with a much better understanding of your users and audience. The impact of this could be that:

You’ll become more user focused

Personas force your team to think about the user first, empathise with your customers, and see them as real people with real needs. For example, your team might want to work on a new feature that allows users to login using Facebook (everybody else is doing it!), but first they check to see how each persona would use this feature. Turns out, none of your personas are heavy Facebook users so it’s unlikely this feature would get used. Instead, your team decides to prioritize updates to the dashboard that could help two of your personas achieve a specific goal.

Your product will improve

If you’re focused on what your users want and need, your product will get better. Linking new features and work to what your personas need will help shape your product and make it more valuable over time.

You’ll see the value in your work

A task becomes more than just a thing on your to-do list when it’s linked to a persona. Your team aren’t just marketers, salespeople, and developers - they’re problem solvers.

Your marketing is more relatable

Personas help your marketing team know your customers better - their problems, goals, desires, and even how they talk. Your marketing team can use these insights to create marketing collateral that’s more relatable and engaging - that talks directly to your personas.

Your comms become more aligned with your releases

For example, your marketing team could filter all of the issues scheduled in an upcoming release by Persona. They might see that the majority of stories the development team will be working on directly relate to the Busy Mum persona. Having this information allows them to tailor their go-to-market communication to the Busy Mum persona, which can help warm up this audience, ready for the new release.

You’ll have your priorities sorted

You’ll be able to prioritize better and justify your actions by bringing it back to your personas. Instead of following your own agenda, your customers’ priorities become your priorities. You can sort tasks by which persona it will benefit and by how much (in Easy Agile Personas, we have an “Importance to Persona” custom field). For example, you might see that your team hasn’t worked on any of theStay At Home Dad persona’s stories for a while, so you shift gears to work on his top priority feature.

That’s why great personas should be your #1 resource when making key business, product, and marketing decisions so that you always look at things through the lens of your customers. Now you’ve got your personas, go forth and create!

User persona template

Building a buyer persona doesn’t have to be overwhelming. Most personas follow a similar structure, so starting with a template lets you focus on the details that make each customer unique. Use insights from your research to give each persona depth, helping you better understand and connect with your audience.

How to fill out each section

Title and Persona Name
The persona title captures who this buyer is—think industry, job role, or even an aspiration that differentiates them from others. Adding a specific name and photo brings the persona to life, making it easier to keep real people in mind when you reference their profile.

Short Bio
A brief bio tells their story. Include what drives them, the challenges they face, and any standout traits. This quick summary puts a face to the data, helping everyone relate to the persona as a real individual.

Personality Traits
Understanding your persona’s personality can be key to creating messages that resonate. Using popular frameworks like Myers-Briggs or DISC can help capture traits such as decision-making styles, communication preferences, and whether they prefer a big-picture view or detailed information.

Motivations and Goals
Describe what moves this persona forward. It could be their career ambitions, personal values, or specific needs related to your product. This section also highlights what makes them trust a brand or commit to a purchase, giving you clues about how to build connections.

Challenges
Highlight the issues this buyer faces, especially those that your product or service addresses. Consider including fears or frustrations that might keep them up at night. These insights reveal the ways your product could simplify their lives or solve a pressing problem.

Tools and Technology
Identifying the tools and tech your persona uses helps refine how you reach them. This could include the platforms they rely on or the skills they need for their work. It also hints at their preferred ways of communicating, making your outreach efforts more personalized.

Feel free to customize this template to capture additional details that enhance your understanding of each buyer type. Keep it brief—one page is ideal—to ensure it’s an accessible, go-to resource that keeps your team aligned and informed.

Try Easy Agile Personas

If you’re using Jira, we have a super simple way you can incorporate personas into your workflow 👇

Easy Agile Personas is our latest solution for teams that use Jira. Capture personas alongside your team’s Jira board and make it easier for your team to stay aligned on priorities and focus on the most important thing - your customers!

Try the 30-day free trial and see how easy it is to build personas into your team’s everyday tasks!

Easy Agile Personas

It might seem trivial at first, to come together as a team, mocking up what seem like fake dating profiles for your most important customers. However, this exercise sets the foundation for other agile practices down the track, and its perceived benefits are often undervalued.

Teams that have a shared understanding and alignment around who is actually using the solution they are delivering are more likely to succed.

Agile practices have called for the development of cross-functional team members, which means this knowledge of who the customer is, is no longer the sole responsibility of a (traditional) Sales and Marketing team.

Definition: What is a Customer Persona?

Let’s dive straight in.

Customer Personas are fictional generalisations of your most valuable customers. They help teams understand their customers by bringing together demographic information like age, gender, location, and income, alongside psychographic information like interests, frustrations and personal/professional motivations.

Building customer personas helps teams to address the following questions:

• Who are our customers?
• What are their common behavioural patterns?
• What are their shared pain points (professional and personal)?
• What are their universal goals/objectives?
• What general demographic and psychographic information may influence their decisions?
• What drives them to make purchasing decisions?
• Is the customer the buyer / decision maker?

Why are Customer Personas Important in Agile Software Development?

I think by now, you’re starting to see that building customer personas provide value to the team, but just in case you’re not quite on the customer-persona train, here are a few really important reasons:

Customer Personas help identify customer specific needs and wants:

This understanding ensures that Product Managers, Designers, Developers etc. are delivering solutions that actually address real user challenges.

Personas provide a “face” to the user story:

This helps the team have a shared understanding of who their customers are and creates buy-in and empathy.

Targeted/Segmented MarComs:

Understanding your customers needs, challenges and behavioural influencers, allows you to better understand what content will appeal to them best, by segmenting your customers by persona type and tailoring your marketing communications to each specific group.

Before We Start: Customer Persona Overview

Let’s look at an overview of what “goes into” building customer personas and some discovery questions to help get you started.

As you can see, a lot more thought goes into creating customer personas than simply guessing and gut feeling. So how do we go about defining all of the elemets listed above, and more specifically, what questions are we hoping to answer about our customers along the way?

Let’s take a look at some discovery questions:

Location: where do people from this persona live?

Age: what is the average age/age range of this persona?

Gender: are people representative of this persona predominantly male or female?

Relationship Status: Single? Married? Children?

Interests: what are the general interests of people in this persona?

Language: what is the primary language used by people in this persona?

Favourite Websites: where do people in this persona go to learn new information?

Education: what level of education do they have?

Job Title: what is/are typical job titles for people in this persona?

Responsibilities: what does a typical work day look like for people in this persona?

Frustrations: biggest challenges for people in this persona?

Motivations: what motivates people in this persona to be successful?

Personal/Professional Goals: what do they wish to achieve?

Getting Started: Building Customer Personas

It’s time to start creating our personas, and we’re going to break the process down into 2 steps;

• Broadly define your personas
• Look towards analytics and layer results

1. Broadly Define Your Personas

It’s not crazy to think that most companies will have some broad idea of who at least some of their customer personas are. This knowledge is accumulated over time and is based on customer feedback, support requests, conversations/interviews and initial market research.

This knowledge is not to be underestimated and is a great starting point before looking towards analytics to flesh these personas out into more specific detail.

Keep in mind that a single team member will not be able to paint a holistic picture of who the customers are. The qualitative methods of gathering information we listed above will call upon the knowledge of Customer Service, Sales, Marketing, Product Managers, Researchers etc. This is very much a team exercise.

Example: Online Stationary Retailer

If we took an example of an online stationery retailer, it would be simple to identify two broad potential customer personas:

End Consumer — customers purchasing for themselves online

Wholesale Accounts — wholesale buyers purchasing on behalf of businesses that will stock the stationery in their own retail stores (online or flagship)

We can see from the ‘personas’ listed above that we have a vague idea about their roles in the purchasing cycle, but that’s about the extent of it. We need to build on these personas to humanise them, and get a better understanding of their holistic relationship with our product.

2. Look Towards Analytics and Layer Results

Now that we’ve established at least a few customer personas, it’s time to flesh them out with qualitative and quantitative data.

So where can we find/gather this information?

• Google Analytics Audience Reports
• Facebook Insights
• Social Media Listening Tools e.g. Hootsuite, Tweetdeck etc.
• Customer Surveys & Polls
• Industry/Market Reports
• Customer Interviews/Support & Feature Requests (note: you should have a streamlined way of capturing and sharing this information with your team)
• In-Product Analytics

After looking through all of this information, trying to answer some of the discovery questions we mentioned earlier, you’ll need to look for commonality between datasets. Think of it this way:

The customer personas you and your team were able to broadly define are attached to funnels. Once you and your team find commonality in data sets, feed this information down the funnel of the customer persona it relates to (perhaps this is a completely new customer persona that you and your team didn’t know that you had).

By the end of the exercise, you and your team should have a pretty good idea of who your customers are, and how to best service them, communicate with them, build solutions for them etc.

Once these personas have been developed, they should live somewhere where the whole team can see them.

Don’t be afraid to sit at your desk and think “What would Sam the System Administrator think about this new feature? Would she use it? How would she communicate its benefits to her team? What are some of the problems Sam may encounter on first use?” etc.

Easy Agile Personas for Jira

Interested in capturing your customer personas alongside your backlog in Jira?

Try Easy Agile Personas for Jira free from the Atlassian Marketplace.

Need help getting started with Easy Agile Personas? Check out our documentation, or get in touch with one of the Easy Agile Partners.

What is Cloud Fortified?

The Atlassian ecosystem keeps growing, and today there are over 5,300 apps and more than 1,600 partners, with customers installing so many products that meet a multitude of needs.

Atlassian products set a strong foundation of security and reliability and it only makes sense that the apps that clip onto these products are just as safe and secure. This is particularly true for enterprise organizations pursuing cloud migration who want to ensure their apps meet cloud security standards.

Enter Cloud Fortified.

The Cloud Fortified program and badge makes it super simple for customers to identify enterprise-ready cloud apps with additional security, reliability, and support.

In November 2021, the Easy Agile team proudly said “Wooohooo!” as we became Cloud Fortified across our full product range 🙌 🙌

Easy Agile Trust Center: You have put your trust in us and our products. Maintaining this trust will continue to be our priority.

What Easy Agile apps are Cloud Fortified?

Easy Agile TeamRhythm

Support your team from planning through to release and retrospective, and deliver products that your customers value, with our intuitive, agile solution in Jira.

Try Easy Agile TeamRhythm for free here

Register for a demo

Free Trial

Easy Agile Programs

The complete PI Planning solution for Jira. Ideal for distributed, remote or face-to-face Program Increment Planning.

Try Easy Agile Programs for free here

Register for a demo

Free Trial

Easy Agile Roadmaps

The simplest and most flexible roadmapping tool for Jira.

Try Easy Agile Roadmaps for free here

Register for a demo

Free trial

Easy Agile Personas

A customer centric approach to backlog refinement.

Try Easy Agile Personas for free here

Register for a demo

Free trial

Why is Cloud Fortified so important?

At Easy Agile, our customers are our highest priority. Cloud Fortified demonstrates our commitment to cloud security based on Atlassian’s programs and standards. It also is an easy way for our stakeholders to know that we meet Atlassian-aligned performance and reliability requirements and abide by strict support SLAs for an excellent cloud experience at scale.

Maximum security and continuous monitoring

Our Cloud Fortified apps are subject to the following four initiatives, which identify vulnerabilities at scale and shows our commitment to fixing these vulnerabilities and meeting Atlassian’s security baseline:

• Ecoscanner: Atlassian’s Ecoscanner platform continuously monitors all Marketplace cloud apps for common security vulnerabilities.
• Vulnerability Disclosure Program: Through this program, customers and security researchers can report cloud app vulnerabilities to Atlassian and Marketplace Partners. Atlassian runs this program and defines the parameters for all cloud apps.
• Cloud App Security Requirements: Atlassian has defined a minimum set of mandatory requirements that all Marketplace cloud apps must meet to ensure security best practices across our ecosystem.
• Security Bug Fix Policy: All Marketplace Partners are expected to meet Security Bug Fix SLAs to ensure cloud app vulnerabilities are addressed promptly.

Easy Agile also actively invests in two additional programs:

• Marketplace Bug Bounty Program: Through this program, we proactively combat security risks before they arise by incentivizing security researchers to find vulnerabilities
• Security Self-Assessment Program: Through this program, Easy Agile complete an annual security assessment that Atlassian reviews and approves.

Reliability at Scale

As Cloud Fortified apps, Easy Agile products undergo additional checks for service reliability and performance at scale, measured and monitored against service level indicators and objectives. We also proactively check to ensure future compatibility with Atlassian’s Jira to avoid disruptions. This means our Easy Agile apps are less likely to break in response to a Jira update.

As part of the Cloud Fortified certification, Easy Agile were also required to confirm our incident and change management process, that is integrated with Atlassian’s to allow for faster recovery time and continuous improvement. That means in the case of an incident there is a verified process to get back online fast.

Responsive Support

When you need help with one of our products, know that we will be there. Our Cloud Fortified apps abide by strict support SLAs. If one of our Easy Agile apps has a problem, we will get back to you within 24 hours, 5 days a week during local business hours.

Read more about our Service Level Agreement and commitment to you.

Our Support

Learn more about our Security practices

The Easy Agile Trust Center has been created to help you and your team feel confident in our products security, reliability and privacy. If you want to learn more about how we are looking after your security needs, visit our Easy Agile Trust Center.

Learn More

Whether you’re a marketer, a salesperson, a product manager, or even a developer, your work comes back to one thing: the customer.

When you understand who they are, what they want, how they talk, and how they get things done, you can make better products and promote them in the right way to the right people.

One of the most powerful ways to understand your customer better is to create buyer personas. That’s why we’ve put together a comprehensive guide that includes everything you need to know to create, refine, and use your buyer personas.

What are buyer personas?

Buyer personas lay out the typical characteristics of someone who is likely to buy your products - usually on a single page.

Personas aren’t profiles of real people. You shouldn’t use real names, photos, or personal information on your buyer personas. But they should reflect the general behavior and goals of your real customers

You might create a buyer persona for your ideal customer, or several types of ideal customers that regularly buy your product or service. For example, at Easy Agile, we have personas for the most common roles/titles of our ideal customers, like:

• Release Train Engineer
• Product Manager
• Product Owner
• Scrum Master
• Developer

You might also create anti-personas for the types of customers you don’t want to attract.

What are some other names for buyer personas?

You might know “buyer personas” by a different name, depending on your industry, department, or how you plan to use the persona. For example:

• User persona (if your product is software and your user is also the buyer)
• Audience persona
• Customer persona
• Buyer avatar
• Customer avatar
• Ideal audience avatar
• Buyer profile

While there are some slight differences between some of these names and how they're used in marketing or product management, they are often used interchangeably with "buyer persona".

What are buyer personas used for?

Buyer personas can be used in just about any role or department.

The main purpose of buyer personas is to gain a deeper understanding of your customers. This will help you:

• Improve targeting and reach
• Increase conversions
• Increase ROI and profitability
• Communicate more effectively
• Identify pain points
• Create products that solve problems
• Improve the user experience
• Improve customer loyalty
• Offer the best value to your best customers
• Help the customers who need your product or service the most

Why create buyer personas?

It’s clear that buyer personas are useful for a lot of different things. But let’s take a closer look at the top 6 benefits.

1. Increase revenue

One case study found ROI increased by 124% by using personas as part of a marketing strategy. Another case study found that personas have the potential to significantly increase time spent on a website and could boost marketing revenue by 171%. This makes sense when you consider that the insights from personas can allow you to use your marketing budget to better target and convert customers.

2. Make good decisions fast

Whether you’re a marketer, salesperson, or product manager, you won’t always have time to run a proper analysis, get consensus from your team, or survey your audience before you make a decision. Fortunately, with a clear picture of your audience always at your fingertips, you can make snap decisions with confidence. Buyer personas allow you to anticipate how a feature or change will impact the buyer (and therefore your conversions, retention, and bottomline) by seeing things from their perspective (goals, objectives, fears, and motivations).

3. Understand how people buy

Buyer personas can help you map out the customer journey, showing how your audience goes from the first point of contact with your brand to purchasing your product. Personas can reveal what issues matter to them, what content they’d like to consume, what platforms they prefer to consume it on, and what products they’re most likely to invest in first. When you understand how people prefer to buy from you, you can make this more streamlined by:

• Creating different funnels for different personas
• Showing people the right thing at the right time
• Tackling objections with your content
• Focusing on the most effective channels for your audience

4. Talk directly to your ideal audience

With clearly defined buyer personas, your team will have the data needed to target ads directly to your ideal audience. Not only that, but they’ll be able to use ad creative that talks to your audience pain points and uses language that they can understand. In turn, this should lead to more clicks, more conversions, and more customers that are the ideal fit for your product.

5. Be more consistent

Buyer personas can help your whole team get on the same page about who your customers are and how to target them. This can help you deliver more consistent messaging and support for customers, which will help build customers’ trust, confidence, and loyalty.

6. Stay focused on the customer

One of the top benefits of using buyer personas is that they help keep your team focused on what’s important: the customer. With so much data available these days, it can be easy to get lost in the numbers. And it’s just as easy to go down rabbit holes, chasing features you want to work on without fully considering what’s best for the customer. With customer personas, it’s much easier to remember that real people buy your product - and that your job is to deliver value to them above all else.

How to research your buyer personas

Don’t assume you know everything there is to know about your audience - real data should inform your buyer personas. Here are some ways you can research your buyer personas:

Survey customers

Customer surveys are one of the most powerful ways to gather data. You can create online surveys through tools like SurveyMonkey or Google Forms, then send these to your existing customers or prospects. Use these surveys to ask questions about audience demographics, habits, goals, challenges, fears, objections, platforms, technology, and preferences. This data will directly inform each section of your buyer persona, so make sure you ask questions that are most relevant to understanding your buyer and how they might find, purchase, or use your product.

Interview key customers

One-on-one customer interviews or focus groups are another powerful way to learn about your audience. Unlike an online survey, this format is more flexible. You could start with some questions to help start a discussion, and then dig further based on the answers that come up. It does, however, require more of a time commitment from you and your customers, so be sure to offer a fair incentive.

Review your database

If you already have a list of current or previous customers stored in your database, they can be a really valuable source of information. Look through the list and see what trends and categories emerge. For example, you might find buyers from small, medium, and large companies. Or you might find that most of your customers fit into one of 3-4 departments or roles, like marketing, sales, and project management. Once you can categorize your customer list, you’ll be able to see how different customer types use your product, consume your content, and other useful insights.

Check your analytics

Analytics can be a goldmine for researching your customers. You likely have access to analytics from your product, any social media pages, and your Google analytics. This data can reveal demographic information, typical usage patterns, preferred devices, preferred social media channels for different audience groups, what they search for, and more.

Do social listening

Social listening means monitoring your social media channels to see what your audience is saying. You might uncover valuable feedback, pain points, objections, and topics that your audience is interested in. You could also find this information by looking at competitors’ channels, searching for industry keywords, and even looking at online forums. Sometimes the best way to get to know your audience is when they’re asking for help or recommendations from their peers.

Talk to your team

Finally, ask your team members to share their audience insights. Especially those that regularly talk to customers, like salespeople and customer support. They’re probably familiar with the types of people who buy your product, their biggest challenges, and the questions they need answers to.

A simple buyer persona template

You don’t have to start your buyer personas from scratch. Most buyer personas follow roughly the same format, so find a buyer persona template that fits your needs and goals and start with that. Use the data you’ve collected from your research to fill out a profile for each of your ideal customers.

Let’s go through the above sections on your buyer persona template.

Title and name

The persona title helps you identify the buyer group you’re referring to. Depending on your product, this might be their industry, demographic, job title, aspiration, or something else that helps differentiate them from your other buyer groups.

But sometimes a title isn’t enough. Naming your buyer persona and giving them a photo helps to humanize your buyers. It can help you remember that while the profile is fictional, real people buy and use your products.

Bio

A short bio can help to tell your buyer’s story, summarizing their personality, fears, challenges, and their main goals. While you’ll have all these details listed elsewhere on the buyer persona, putting it in story form can also help to humanize your buyer and make this information more meaningful and memorable.

Personality

The personality section is usually based on one of the popular personality tests, like Myer Briggs, DISC, or Enneagram. This can be helpful to understand tendencies like introversion vs extraversion, decision making styles, and how much information your buyer is likely to need when choosing or using your product.

Motivations and goals

Under motivations, list the things that help move your buyers onto the next step in the buying process. You might include things like fears and goals, but also external triggers like ideas and anything that might help them trust your brand or product.

Your buyers’ goals or objectives might include their bigger vision for their career or life, but also the smaller goals that they want to accomplish by interacting with your brand or buying your product.

Challenges

Challenges should summarize any problems your buyer is experiencing that relate to your product - or the reason they might buy your product. You could also touch on fears and pain points, or create a separate section for these.

Tools and technology

Tools and technology are especially useful if your buyer needs specific skills or integrations to effectively use your product. Or it might just reveal how they prefer to communicate - whether via social media, email, or phone.

You can, of course, add other sections to your buyer persona. It all depends on how much information you need to get a clear understanding of your customer, target them, and have meaningful conversations with them. At the same time, keeping your persona short (a single page is ideal) and straight to the point will make it easier for your team to use.

How many buyer personas should you create?

Most organizations will need around 3-4 personas to cover most of their audience groups. But the right number of buyer personas will depend on how diverse your audience is.

The main point here is that your buyer personas shouldn’t cover every possible buyer - only your ideal prospects. Consider the 80/20 rule - it’s likely that 20% of your customers are responsible for 80% of your sales, so don’t be afraid to prioritize the 20%. Including personas that aren’t ideal customers will take the focus away from those that are.

Tip: If you’re struggling to categorize your audience into groups and narrow down your buyer personas, try a card sorting exercise. Create mini profiles for all your audience types on separate cards and then eliminate the audiences that aren’t profitable or ideal customers. Then group the remaining profiles together based on similar demographics, challenges, and goals. When you can’t easily combine any more cards to make groups, stop the exercise. These are your buyer personas.

Start using your buyer personas

Buyer personas are incredibly versatile - any part of your business that interacts with customers or impacts them can benefit from using buyer personas. So, don’t leave them sitting in a folder somewhere… start incorporating them into your teams’ processes right away.

Now that you know just about everything there is to know about buyer personas… now’s the time to create yours and (most importantly) incorporate them into your processes so that you can reach more of your best customers and build a better product for them.

Get a headstart with Easy Agile Personas for Jira

If you use Jira, you can add your buyer personas inside the platform by following this step-by-step guide. Sign up with Easy Agile Personas for Jira and link your personas to issues in your backlog and story map.

In the meantime, we’ve got more articles you might want to check out, like:

And tag us on Twitter @EasyAgile if you’d like to share how your teams create buyer personas and build them into your processes!

Being agile vs doing agile – what’s the difference?

Organizations around the world have recognized the need to respond rapidly to meet the challenges of constant change. As a result, they’re racing to adopt agile ways of working, with the pandemic accelerating agile adoption.

Those who get it right can make a powerful impact on their bottom line and their competitive edge. But for others, the benefits may yet to be seen.

This is where ‘doing agile’ versus ‘being agile’ can make all the difference. Because to truly reap the benefits of agile methodology, organizations need to shift from doing to being.

This article will explain the difference between being agile vs doing agile. Plus, we’ll take you through some of the common challenges many organizations face in their agile journey.

Key points

• To realize the full potential of agile ways of working, teams must cultivate an agile mindset as well as adopt agile processes.
• Moving from ‘doing agile’ to ‘being agile’ takes time, coaching, and a new approach to management.
• Done right, being agile can amplify customer satisfaction, employee engagement, growth, and profitability.

Why agile, and why now?

Agile had already been rising in popularity for over 20 years, but once the pandemic hit, this growth accelerated.

Across every industry, being able to deliver digital experiences is now crucial. Organizations now need to act and think like software companies, with a laser focus on the customer’s online experience. Together with an active approach to finding customers, you need to deliver real value to stand out from competitors.

For organizations looking to survive - and thrive - in this environment, many are turning to agile frameworks to rapidly add customer value and drive business results. Being agile allows teams to:

• Make the complex simple – by working within a clear, structured framework, chaos turns to order.
• Maintain a clear overview – agile teams have a shared understanding of their progress towards their goals.
• Replicate success – if a team finds an effective way to deliver results, they can repurpose and share solutions across the organization.
• Create an aligned, purposeful culture – when hundreds of people across one organization form dozens of agile teams, they build a stable backbone, walking the same path towards the same goal.

"Agile organizations, viewed as living systems, have evolved to thrive in an unpredictable, rapidly changing environment. These organizations are both stable and dynamic. They focus on customers, fluidly adapt to environmental changes, and are open, inclusive, and nonhierarchical; they evolve continually and embrace uncertainty and ambiguity. Such organizations, we believe, are far better equiped than traditional ones for future."

- McKinsey & Company

What does it mean to be agile?

Many organizations incorporate a few agile processes to manage projects. But that doesn’t mean teams have fully understood and embraced the agile methodology. It could be that they’re ‘doing agile’ rather than actually ‘being agile’.

Here’s the difference between the two:

Doing agile

‘Doing agile’ is the misconception that if you do agile things your company will become agile and responsive to change. Organizations that have fallen into this trap may go through the motions of some agile processes, such as daily stand-ups, sprints, and retrospectives. Teams are structured to be small, cross-functional, and collaborative. But by stopping there, those teams don’t become truly agile and they may struggle to see results.

While agile ceremonies, tools, and structures are critical in implementation, they are only part of what makes an organization agile.

Being agile

‘Being agile’ means you incorporate the above activities but go beyond the processes. This means applying an agile mindset and agile values to all areas of the organization. Teams will need training to master the agile mindset and push through any challenges along the way. It takes more time and effort than simply doing agile, but it’s critical if you want to reap the benefits.

What’s an agile mindset?

Embracing an agile mindset means understanding and living its four core values. To be agile, you need to:

1. Respect people - Recognize that people are critical to the success of your organization. Ensure people share common goals, feel safe and empowered to share ideas, and adopt a ‘we’ versus ‘I’ mentality.
2. Optimize flow - Build in quality at each increment so you can identify issues and course-correct early. This helps maximize value and minimize waste while creating a consistent, sustainable flow of work.
3. Encourage innovation - Foster experimentation with collaboration, constructive feedback, and autonomy. Schedule time and space for creativity and ideas to flow.
4. Relentlessly improve - Keep in mind that there is no endpoint with the agile mindset. It’s about continuous improvement, so you need to continually reflect and improve future processes as part of an ongoing practice.

To take these values and make them the foundation of working across your organization, you need to combine agile processes with an agile mindset. Without the agile mindset, you’re not ‘being agile’, and your processes won’t deliver your organization’s full potential.

"The agile mindset is a thought process that involves undersatdning, collaborating, learning, and staying flexible to achieve high-performing results. By combining the agile mindset with processes and tools, team can adapt to change and deliver incremental value to their customers."

- Atlassian

Agile processes and tools aren’t enough

Agile processes, including the ceremonies, tools, and apps, are there to support the mindset of the team. But without getting the mindset right across your organization, you won’t be truly agile.

Fostering the agile mindset gives an organization the ability to rapidly move in any given direction at any given time to deliver the best value to customers. Teams who’ve mastered agile are usually:

• Autonomous and empowered to make decisions around the product and customer experience.
• Able to adapt to change quickly.
• Always willing to learn something new.

Engaged with a shared purpose and collaborative culture.

"It's about being able to pivot to change. Whether that's in terms of people, or resources or budget - whatever that looks like for an organization. If you're able to quickly shift from one area of focus to another before your competitor does, then you have a competitive advantage in the market."

- Sean Blake, Head of Marketing, Easy Agile

Common challenges to look out for as you move from doing agile to being agile

The sooner you can act and move from doing agile towards being agile, the sooner your customers, employees, and your bottom line will benefit.

Here are a few common challenges and tips to overcome them.

• People might hold onto old habits
  People find change hard, especially when habits are ingrained. You might find some people dig their heels in, clinging to the old way of doing things. It’s important to remember it can take time, and people will need support to learn new ways of working. Be sure to bring in plenty of opportunities for feedback and discussion so you can reiterate as a team to find a process that works for your organization.
• It’s not just the team who needs to be coached
  Being agile is a mindset for the entire organization, including managers and executives. If your leaders don’t understand and support agile, it will be hard to get traction and shift old processes and hierarchies. Scrum Masters and Agile Coaches need to spend time coaching leaders to develop new agile mindsets and capabilities.
• For many organizations, being agile requires a new style of management
  The traditional command-and-control management style may have worked in the industrial age. But now it’s a mismatch for the way organizations and people need to work today, and it doesn’t support the agile mindset. To be agile, teams need the trust, autonomy, and ability to take an idea through to execution without any roadblocks. Senior executives must get behind this multifaceted cultural-transformation effort for this to happen.

Are you ready to be agile?

Moving beyond agile processes to scale an agile mindset across an organization isn’t something you can tackle overnight. It takes time, effort, training, and leadership support to internalize agile values and move beyond the command mindset of the past.

You may face challenges along the way, you’ll discover there’s always more to learn, and you must be agile in your adoption of agile.

But the prize for true agility is significant, including increasing customer satisfaction, boosting employee engagement, and improving productivity - making it well worth the investment.

Agility helps modern organizations thrive through change in an uncertain and unpredictable world. For most of us, it’s no longer a desirable way of working - it’s essential.

Is agile now distributed?

It’s no secret that our work has completely changed in the last two years. Today’s work environment has seen companies embracing a hybrid or fully remote business model, with studies showing that only 4% of workplaces are going back into the office full-time.

In the Agile Manifesto, one of the original principles states, “individuals and interactions over processes and tools.” While this may still ring true, we know now more than ever that our tools empower our interactions and facilitate our processes.

Multiple industries that have adopted the agile framework have shown an increase in distributed agile teams. In fact, according to the 15th State of Agile Report, 89% of agile teams are distributed. Only 3% of these teams will return to the office full-time post-Covid. This is because remote workers have better focus and productivity, are less likely to leave their job, and cost the business less.

Distributed agile is no longer a new concept but our lived reality.

How do we prepare for agile ceremonies such as PI Planning, initially designed to happen face-to-face? How do we retain the most valuable element of face-to-face communication without collocating?

The challenges of PI Planning with a distributed team

Traditionally, activities like PI Planning in agile are designed for team members in the same room to interact in person.

PI Planning is a 2-day event that brings all members of an Agile Release Train (ART) together to plan their next Program Increment (PI).

As the 15th State of Agile Report showed, 89% of agile teams are now distributed. For a distributed team, your options are to fly in employees for each PI Planning session or to support a distributed PI Planning session.

While this is nice, it can be a pricey (and disruptive) exercise for any organization, especially if you need to do it 4 or 5 times a year.

Performing distributed PI Planning also brings up a challenge with using a physical program board. Those at home cannot access or contribute to the physical PI Planning board in the same way as their collocated colleagues. As a result, their ideas can go unheard, and their ability to contribute to the program board is limited.

Distributed PI Planning - Best Practice

Instead of flying your remote team to a central location to run PI Planning in person, distributed PI Planning involves using cloud-based tools to plan and run your next Program Increment virtually.

Even if the methods are a little different from distributed PI Planning, the process and desired outcomes are the same:

• A senior representative discusses the current state of the business
• Product Management presents the current program vision
• Product Owners and teams breakout separately to discuss how they’ll achieve desired outcomes
• Teams identify and visualize cross-team dependencies and work to remove blockers
• Everyone comes together to agree on a committed plan via your Program Board

6 tips for setting up distributed PI Planning

Distributed PI Planning is no longer a temporary exception. Whether PI Planning is distributed or not, we need to ensure we maintain the same quality and outcomes that PI Planning aims to achieve - to align all teams within the Agile Release Train.

To help you through this, we’ve prepared the following 6 tips to help you prepare for distributed PI Planning.

These tips aren’t things that we’ve just brainstormed. We’ve learned these things from speaking to our customers by trawling the forums and talking to experts in the field.

1. Get the basics right

The three basics are communication, preparation, and execution.

Let’s start by talking about communication and preparation. It is essential to provide appropriate tools for online interactions for each stage of the PI Planning process: for product managers to collaborate and facilitators to manage the process-both leading up to and during the event. We also need to ensure team members can access all relevant current information, collaborate effortlessly, and access support.

Scaled Agile recommends having pre-PI Planning meetings scheduled anywhere from 2-6 weeks in advance, depending on the complexity of your solution train.

Lastly, let’s talk about execution. The execution should flow if we are communicating well and are prepared. But we need to be prepared that some things can still go wrong. Technology will fail us. People can still have problems accessing the tools we’ve set up. Execution won’t always be seamless, but iteration is a principle of agile.

2. Set the agenda early, as early as possible

Why is that? Well, think about your employees working from home. They’re working with their pets or family around, and if they know that they have PI Planning, they need to know what is expected of them.

This allows time for employees to inform their families of their commitments for that day, set up a space with no distractions, and be mentally prepared for a few days of planning.

Also, let’s not cram the agenda full of all the events we need to hold. Let’s make sure we have enough time to schedule multiple breaks throughout the day, as studies show that humans are more likely to experience mental exhaustion after a day of video conferencing.

While it’s essential to use the tech, it can get a little bit much. Set up rules about who can talk and when to use the mute button. This will avoid interference and background noise disrupting your team’s focus.

3. Choose your tools wisely

Distributed agile teams can simulate the best of the in-person experience by selecting tools built for distributed and hybrid teams: video conferencing platforms, team chat, virtual program boards, and interactive collaboration spaces.

Whatever tools you choose, the key is finding solutions for colleagues to connect in real-time, whether in the same room or on the other side of the world.

Set up the tools, test them, and introduce them to all participants before the PI Planning session. To avoid overload and confusion, select tools that work together seamlessly.

4. Practice

We’re not going to get this right the first time. We’re going to have to rehearse. We’ll have to work out how we do things like confidence votes. Will we use the poll function on Zoom, or will we use Slack?

Everyone prefers to finish early rather than run out of time. Let’s build some slack into the agenda.

Acknowledge that there’s always room for improvement and build that into our planning. Let’s give our people a chance to communicate back to us, whether by a retrospective or by opening up a channel for feedback. We’re not just getting feedback on how the last planning session went but also on how we are finding working together more generally.

5. Make it accessible

When dealing with different time zones, you should extend the PI Planning agenda from 2 days to 3-4 days to ensure all critical parts of the PI Planning session are placed at a reasonable time for all time zones.

Set up each meeting via Google Calendar or any calendar device your team may already be using. Ensure each meeting is named, followed by a description, so attendees know what to prepare and which tools are relevant for this meeting. Make sure the correct attendees have all been sent invitations to the forum before the event.

We’ll have trouble setting up people on new tools and getting them access to their needed resources. It will be great if tech support is available throughout PI Planning. That will be easier for some people than it is for others. But it’s crucial if things go wrong.

We’re going to need a backup in place. Your tools will need to be reliable, and you will need tech support to help fix them quickly.

We will need more facilitators than we usually do to be able to answer all of these questions throughout the week.

Some people may not be used to using the tools that we’re suggesting that they use. So is there training available to help them get up to speed?

6. Level up the human experience

Seize opportunities to ensure agile teams feel as if they are working together when they are actually apart so that members see themselves as part of a community with:

• Shared understanding – Clarity of vision, mission, purpose, and visibility into what team members are doing, facilitating learning loops among colleagues.
• Shared empathy – Forging human connections with our tribe creates the psychological safety to learn, grow and iterate.
• Shared experience – Creating a sense of team place, identity, and building together.

How to excel at distributed PI Planning with Easy Agile Programs and Welo

The most challenging part of distributed PI Planning is providing the positive aspects of the in-person experience to a distributed team: fluid movement around and between rooms to collaborate, easy ways to contribute to brainstorming sessions and keep whiteboards up to date and accessible, and natural social interactions that build trust and camaraderie.

Easy Agile Programs offers a complete PI Planning solution that makes scaled cross-team planning and execution easy. With a seamless Jira integration, it’s a powerful yet simple-to-use tool to scale planning and maintain alignment across distributed, hybrid, or remote teams during planning and throughout execution.

Welo offers interactive collaboration spaces that amp up the human experience for distributed and hybrid teams. It replicates the in-person experience of fluid interactions, effortless collaboration, and human connections among colleagues–beyond the isolated video. Welo’s visual orientation enables each person to be present in the context of space and to navigate to be with people and groups as they choose.

With these two tools, you can set your Agile Release Train up for success for PI Planning. Here’s how:

Select professionally-designed virtual spaces

Bring online the best of the brick-and-mortar spaces you used for in-person PI Planning–from plenary to break-out rooms to spots for casual socializing.

Rather than feel confined to a static rectangle, people see themselves and others in context, move themselves in and between spaces to connect with colleagues before, during, and after PI Planning events.

Welo spaces also provide PI participants ready access to up-to-date, relevant resources, such as Jira and Easy Agile apps used across all events.

Establish the Business Context

All Agile Release Train members can access information about the program in Easy Agile Programs. For example, in the objectives section below, you could link to a pre-recorded video of the business owner addressing the company-level objectives. Hence, teams know that their team-level objectives must ladder to this. This ensures that all members of the Agile Release Train see your business owner face to face in that distributed way and that they always have access to this video throughout PI Planning.

After viewing the information about the program, the Product Manager can create features in Jira ahead of the PI Planning event to be discussed and broken down in planning. Easy Agile Programs seamlessly integrates with Jira, so there's no need to double-handle the work. They are ready to schedule onto a visual timeline for everyone to see what the team has committed to during PI Planning.

Set up your SAFe Program Board

The SAFe Program Board is a critical tool and output of PI Planning; It is a visual summary of features or goals, cross-team dependencies, and other factors that impact their delivery. Not only does this help with transparency, but it also increases flexibility, which helps minimize delays and unhealthy dependencies.

Ensure you have a digitized SAFe Program Board set up before the PI Planning session. Easy Agile Programs replicates the physical program board. A board that everyone has the same view of and can access. Learn how to set up a SAFe Program Board with Easy Agile Programs here.

Prepare your Team Planning Board

The Team Planning Board represents a scrum or kanban board which is included in the Program. This is where the teams will plan their work in the team breakout sessions during PI Planning.

If you have set up your Program Board with Easy Agile Programs, prepare the team Planning Boards by adding each team to the Program ahead of PI Planning. Once teams are added, Planning Boards are automatically created and ready for team breakout sessions. Teams can create team-level PI objectives, break down features into user stories, estimate issues to understand capacity, and create dependencies with other teams.

Moving forward

With distributed PI Planning a reality for nearly 90% of agile teams, the good news is that new solutions are being developed to work with your current tools–powering employee engagement, fluid collaboration, and efficient processes critical to successful outcomes and career satisfaction.

Equip your remote, distributed or co-located teams for success with a digital tool for PI Planning.

Easy Agile Programs

Join a demo

If you’re like most companies, you probably already have user personas that you use in your software development teams.

Or customer personas that you use in your marketing and sales teams. Personas are used for understanding the user, creating user stories, prioritizing issues, and creating targeted marketing collateral.

But most teams still aren’t using personas to their fullest extent. So, we’ve put together our top 10 tips to help you get maximum value from your personas 👇

1. Know how you’ll use them

Before you create your personas, it’s a good idea to get clear on why they’re so important and how you’re going to use them. Otherwise, some team members (not you, of course) might be tempted to skim through the process so they can get back to the real work.

User personas aren’t just a sales or marketing thing - everyone should know who the customer is so they can do a better job of serving them.

Your personas will give you key demographic and psychographic information, how users behave, and what their pain points/goals/objectives are. Plus other factors that influence how they use your product, whether they’re ready to buy (or not), and what will make them sign up (and stick around).

👀 Oh and if you’re part of a cross-functional, agile team, you’ll get even more value from your user personas. Your dev team can use them to identify what customers need and want (so they can prioritize and deliver these solutions). Plus, agile user personas create a face for your user stories so your team can more easily understand who your customers are and empathize with them.

It’s much easier to create something for Johnny Biggles who is a 38yo farmer in East Ireland than it is to create something for an undefined user with equally undefined needs.

Read more in our previous blog about why you need customer personas in agile software development.

2. User, not buyer focused

Your marketing team might’ve created customer personas in the past to talk about user roles (aka job titles) or market segments (aka buyer demographics)… but these aren’t necessarily the same tools as user personas.

And in fact, they probably shouldn’t be “owned” by your marketing team, but by your product owner - although it’s ideal if your whole team can collaborate on them.

Your personas are made-up profiles that describe current and future users of your product (who aren’t necessarily the buyers or decision makers).

Your user personas should have names (that feel like they fit the person), ages (not an age range), and locations (not a general area).

You should have a persona for each category of users that you’d want to uniquely experience the product. In other words, each of your user personas should have specific preferences, goals, and expectations.

3. Do your research

If you haven’t already, do some research on your audience and market using stakeholder interviews, surveys, industry reports, and analytics tools so you know who your users are.

Ask questions to determine demographics, geographics, psychographics, and behaviours. You should start to see patterns emerge which will help you create 3-5 personas that represent the majority of your users.

4. Use a template

Don’t be tempted to get all creative with your user personas.

In this previous blog, we share an example user persona template if you want some inspiration. ✨

5. Keep it relevant

Once you get started with writing your user personas, you might find yourself filling up pages and pages of information, especially if you discover lots of interesting things about your users. But try to rein yourself in a bit and keep your personas to 1 page or less so they’re quick and easy to read.

Focus on attributes that are relevant to understanding how your users interact with your product, and not necessarily every aspect of their daily lives.

That’s why you’ll rarely see things like “Betty likes to eat porridge for breakfast” and “John enjoys long sunset walks at the beach”. Although these could be relevant insights for your product - no judgement!

If in doubt, remember the purpose of your user personas: they should help you back up your decisions with a legitimate, specific need and scenario.

You should have just enough relevant information to be able to answer “what would [user persona name] do?”

6. Keep it real

Your user personas are made up, but they should still feel like real people. Here are some tips to keep them real:

• Cut out any stereotypes and jargon
• Don’t overdo the demography details
• Focus on details that are most relevant to using your product
• Don’t use images that look like stock images
• Base the info on what you know about real people
• Try to resist telling a story that fits the products and features YOU want to build and instead focus on real goals and challenges

7. Focus on your best customers

You can’t target everyone, so don’t try to. So, limit yourself to writing anywhere from 3-5 user personas. These personas should represent your best customers and key user groups.

They won’t include everyone and they shouldn’t. That’s because if you have too many user personas, your team will find it much harder to prioritize user stories and target their marketing efforts 🎯

Less is more (effective).

8. Incorporate them into your processes

Many organizations invest time in creating user personas only to have them collect virtual cobwebs in a Google Drive somewhere 🕸️But user personas work best when used regularly and incorporated into daily/weekly processes.

For example, your marketing team might pick a persona to focus their content efforts on for the week. Your sales team might glance at the objections listed on each of your key personas to help guide calls with potential customers.

Or your agile team might bring out the user personas to help with user story mapping so they can write more realistic user stories 👌

9. Give access to your whole team

User personas are useful for all your team members - from marketing and sales to design and development. So, make sure everyone knows they exist and where to find them.

If your team is partly remote/distributed, make sure your personas are accessible in the cloud. Or better yet...

10. Link them to your project management tool

If you’re using a project management tool like Jira, you should take a look at Easy Agile Personas for Jira. This tool allows you to capture your user persona details in the same place as your user stories, backlog, and tasks.

Which means your team enjoys:

• Better alignment on who the users are and what they need
• Extra context for each task
• The ability to prioritize the backlog and deliver on what’s most valuable to users
• A tailored view of the current issues and stories linked to each of your user personas
• All the info they need, all in one place

Bonus tip: let your user personas evolve

Just like Pokemon, your personas need to level up and evolve, too 🔥 That way, you’ll be better equipped for battle… or to deliver a well-loved product and marketing that hits the mark every time. Either way 🤷

But times change, technology changes, and so do your users. That means your user personas need to change, too. So, if you’ve already got some customer/user personas, take this chance to review them, update them, and make sure they’re being used effectively by your team. And if your team uses Jira, make sure you sign up for a free trial of Easy Agile Personas to add them to your Jira board.

Got questions about user personas or just wanna hang out with us? We’d love to hear from you over on Twitter or LinkedIn.