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.. _ux-personas:
===========================
Meet the OpenStack personas
===========================
==================
OpenStack personas
==================
In order to share the knowledge about the target users, we have created these
representations of our key audience segments based on qualitative and
quantitative user research. The goals are to create more empathy for our
customers and to better display the different types of customers performing
different jobs.
We have identified five personas:
* Adrian - Infrastructure Architect
* Rey - Cloud Operator
* Taylor - Domain Operator
* Wei - Project Owner
* Quinn - App Developer
These personas are based on model companies and user ecosystems. Each
persona takes part in different cloud adoption stages and can assume multiple
roles within each company.
The personas
~~~~~~~~~~~~
The personas fall into different phases of the cloud adoption workflow based
on their specific contribution.
We created personas to help you better define the OpenStack end-users who
benefit from your OpenStack contributions. After much qualitative
and quantitative research, we identified five personas that embody the most
common roles performed by OpenStack users. We also considered where these
personas fit into the cloud adoption workflow and how their roles may change
depending on the size and user ecosystem of their company. You can utilize
these personas in the design and development stage to help ensure user-centric
contributions and well defined use cases. When used consistently, personas
can help ensure your contributions lead to a positive user experience for
OpenStack adopters.
.. toctree::
:maxdepth: 1
@ -36,6 +23,37 @@ on their specific contribution.
ux-personas/domain-operator.rst
ux-personas/project-owner.rst
ux-personas/app-developer.rst
ux-personas/model-companies.rst
Meet the personas
-----------------
:ref:`infrastructure-arch`
Adrian is responsible for the strategy and road-map for his companys
cloud and identifies reasons to compel management to adopt OpenStack for
production environments.
:ref:`cloud-ops`
Rey is involved in installing, operating, using, and updating the
OpenStack cloud services.
:ref:`domain-operator`
Taylor manages the relationship with the cloud services provider. This
includes managing quotas, number of users, applicable policies, and
support tickets.
:ref:`project-owner`
Wei manages projects by adding or removing project members access to
the cloud instance. Weis main concern is to have enough resources
available to support Weis projects.
:ref:`app-developer`
Quinn develops and deploys cloud applications but does not necessarily
know much about the underlying infrastructure of the cloud.
Role ecosystem
--------------
To better understand each persona role, see the following overall role
ecosystem, which is based on levels of abstraction from hardware to
application level. Within this ecosystem, we can see the current
personas as well as candidates for future personas.
.. The original SVG copy of this figure is available in
in the same directory.
@ -44,109 +62,28 @@ on their specific contribution.
:align: center
:width: 100%
The model companies
~~~~~~~~~~~~~~~~~~~
The personas in the above ecosystem fall into different phases of the cloud
adoption workflow and are seen as separate and distinct from one another.
Although it is advantageous to separate the personas based on typical users,
some people, whom the personas represent, can assume multiple roles
depending on their workplace and company responsibilities. To appreciate
the personas in a different role ecosystem, see the following
:ref:`model-companies`:
We have identified three organizational models that best exemplify the roles
that the personas assume depending on their ecosystems.
:ref:`Nikishi-University` - Academic/Nonprofit
Wants to provide cloud services to their internal labs and have bare metal.
Do not want to hire resources internally to deploy trunk.
.. important::
:ref:`CNBB-Securities` - Enterprise
Wants to provide cloud services to internal customers for applications that
are not customers facing. Has both bare metal and operations.
The institutions described in this document are fictitious and serve only
as representations of different organizational models.
:ref:`Rifkom` - Service provider
Wants to provide services to external customers that do not want or have
internal resources. Has both bare metal and operations resources internally.
Nikishi University - research
-----------------------------
:ref:`MOI` - Small/medium business
Wants to deploy customer-facing applications, but do not have bare metal or
a budget for operations resources.
At Nikishi university, each cloud user can potentially assume all personas'
roles. Although typically each individual specializes in two or more of the
roles. The Infrastructure Architect and the Cloud Operator roles
could be assumed by a single individual. Similarly, the Domain Operations and
Project Owner roles could be merged. This organizational model has a low
staffing budget and is concerned with capital expenditure causing them to
create their own implementation.
.. list-table:: **Nikishi University - Key Info**
:widths: 15 15 15 15
:header-rows: 1
* - Adoption model
- Process and compliance
- Skill depth
- Number of users
* - Roll your own
- Minimal
- Deep
- 100 to 999 users
CNBB Securities - large enterprise
----------------------------------
At CNBB Securities, the company's large organization chart represents each of
the personas. Depending on the company's culture of collaboration, the
personas could interact as if they were part of a single entity. However,
usually the Cloud Operator and the Infrastructure Architect interact as
service providers with the other personas. The personas within CNBB
Securities look for a fast implementation and are responsible for the
operations capital expenditure. The implementation has no customization and
the organization usually outsources its support.
.. list-table:: **CNBB Securities - Key Info**
:widths: 15 15 15 15
:header-rows: 1
* - Adoption model
- Process and compliance
- Skill depth
- Number of users
* - Distribution with professional services
- High
- Medium
- Over 10000 users
Rifkom - service provider
-------------------------
At Rifkom, employees provide services to external customers that do not want
or have the internal resources. Rifkom customizes solutions and
prioritizes a flexible approach to architecture. The highly skilled staff
represents the largest expenditure for Rifkom. Only Infrastructure Architects
and Cloud Operators work at Rifkom since the other personas are their
customers at MOI. Customers usually interact with Rifkom employees through a
ticket system.
.. list-table:: **Rifkom - Key Info**
:widths: 15 15 15 15
:header-rows: 1
* - Adoption model
- Process and compliance
- Skill depth
- Number of users
* - Roll your own
- Medium to High (depends on customer)
- Deep
- 1000 to 9999 users
MOI - customer
--------------
At MOI, speed and convenience rule. Its staff encompasses the roles of App
Developers, Project Owners, and Domain Operations. They do not perform any
customization of the cloud and are willing to sacrifice functionality in
order to save some costs. They interact with their cloud service provider,
Rifkom, through a ticket system in case of problems with their cloud
instance.
.. list-table:: **MOI - Key Info**
:widths: 15 15 15 15
:header-rows: 1
* - Adoption model
- Process and compliance
- Skill depth
- Number of users
* - Professional services
- Medium
- Minimal
- No OpenStack users

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@ -4,8 +4,12 @@
Quinn - application developer
=============================
Quinn develops and deploys cloud applications but does not necessarily know
much about the underlying infrastructure of the cloud.
Quinn spends very little to no time researching OpenStack. Quinn does not
care how the cloud instances used were installed, as long as they work
exactly as expected and the needed APIs do not change unexpectedly. Quinn
does not control what tool is used to install and maintain the cloud
instances. However, Quinn determines the requirements for those cloud
instances. Any changes made to the APIs greatly impact Quinn's work.
Cloud applications are defined as:
@ -41,28 +45,6 @@ Quinn performs the following tasks frequently:
* Deployment: Deploys applications to one or multiple cloud instances.
Key information
~~~~~~~~~~~~~~~
Quinn spends very little to no time researching OpenStack. Quinn does not
care how the cloud instances used were installed, as long as they work
exactly as expected and the needed APIs do not change unexpectedly. Quinn
does not control what tool is used to install and maintain the cloud
instances. However, Quinn determines the requirements for those cloud
instances. Any changes made to the APIs greatly impact Quinn's work.
The organizational models
~~~~~~~~~~~~~~~~~~~~~~~~~
The tasks that the persona performs within a certain organizational model are
important for the usability of your OpenStack development. Within a small
organization, such as Rifkom or Nikishi University, Quinn might be required
to assume some roles and responsibilities of a Domain Operator or a Cloud
Operator. Within a larger organization, like CNBB Securities, Quinn will
likely not work alone on an application. Multiple application developers
would need to access a single cloud to develop, test, and deploy the same
application, making user control a requirement for the cloud.
Your development
~~~~~~~~~~~~~~~~
@ -78,3 +60,18 @@ resources are missing in such a way, that Quinn can ask a Cloud or Domain
operator to add those resources. Quinn will not add the resources.
Therefore, ensure that notifications are clear and do not require any
advanced knowledge of OpenStack to identify the issues.
The organizational models
~~~~~~~~~~~~~~~~~~~~~~~~~
The tasks that the persona performs within a certain organizational model are
important for the usability of your OpenStack development. Within a small
organization, such as Rifkom or Nikishi University, Quinn might be required
to assume some roles and responsibilities of a Domain Operator or a Cloud
Operator. Within a larger organization, like CNBB Securities, Quinn will
likely not work alone on an application. Multiple application developers
would need to access a single cloud to develop, test, and deploy the same
application, making user control a requirement for the cloud. See
:ref:`model-companies` for more information on how Quinn fits into different
user ecosystems.

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@ -1,13 +1,15 @@
.. _cloud-ops:
======================
Rey - cloud operations
======================
====================
Rey - cloud operator
====================
Rey is involved in installing, operating, using, and updating the OpenStack
cloud services. Rey ensures that the cloud is up and running and must fix any
Rey ensures that the cloud is up and running and must fix any
issues as soon as possible. Collaborating with unskilled IT personnel is very
challenging for Rey.
challenging for Rey. Rey spends some time every day searching for information
on the OpenStack website, and has attended the OpenStack Summit once. Rey
uses any useful tool in operating the cloud. Rey's previous role as a
Linux system administrator influenced their decision to use OpenStack.
Key tasks
~~~~~~~~~
@ -25,26 +27,6 @@ Rey performs the following tasks very frequently:
* Update: Performs updates and verification of the OpenStack cloud.
Key information
~~~~~~~~~~~~~~~
Rey spends some time every day searching for information on the OpenStack
website and has attended the OpenStack Summit once. Rey uses any useful tool
in operating the cloud. Rey's previous role as a Linux system administrator
influenced the decision to use OpenStack.
The organizational models
~~~~~~~~~~~~~~~~~~~~~~~~~
The tasks that the persona performs within a certain organizational model are
important for the usability of your OpenStack development. Within a small
company, Rey might be required to assume some of the responsibilities of
both the Infrastructure Architect and the Domain Operator. Within a larger
company, multiple individuals could perform subsets of Rey's tasks. For
example, one person could be in charge of installing and updating the cloud
instances, while another could be in charge of monitoring operations and
usage, and yet another person could be in charge of solving issues. In
Rey's organization, Rey is responsible for all of these tasks.
Your development
~~~~~~~~~~~~~~~~
@ -102,3 +84,18 @@ anticipate and compensate when preparing a project:
The scale of quotas presents significant obstacles for operators. Consider
that Rey may need to manage over one thousand projects in a deployment.
The organizational models
~~~~~~~~~~~~~~~~~~~~~~~~~
The tasks that the persona performs within a certain organizational model are
important for the usability of your OpenStack development. Within a small
company, Rey might be required to assume some of the responsibilities of
both the Infrastructure Architect and the Domain Operator. Within a larger
company, multiple individuals could perform subsets of Rey's tasks. For
example, one person could be in charge of installing and updating the cloud
instances, while another could be in charge of monitoring operations and
usage, and yet another person could be in charge of solving issues. In
Rey's organization, Rey is responsible for all of these tasks. For more
information on how Rey fits into different user ecosystems, see
:ref:`model-companies`.

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@ -4,15 +4,16 @@
Taylor - domain operator
========================
Taylor manages the relationship with the cloud services provider. This
includes managing quotas, number of users, applicable policies, and support
tickets. Taylor does not have any major concerns about the underlying
Taylor does not have any major concerns about the underlying
infrastructure of the cloud and ensures that the :abbr:`SLA (Service-Level
Agreement)` is followed.
Taylor needs to know about any outages, both scheduled and unscheduled.
Unscheduled outages cause a lot of problems for Taylor, as ideally there
would never be an unscheduled outage.
Taylor spends no time researching OpenStack. It is likely that Taylor does
not even know that the cloud service provider uses OpenStack and does not
care how the cloud instances are run, as long as they run without unexpected
outages. Taylor expects to be provided with adequate monitoring tools. Adding
and removing users from the provided cloud services should be as easy as
possible, in Taylor's opinion.
Key tasks
~~~~~~~~~
@ -30,26 +31,6 @@ Taylor performs the following tasks very frequently:
* Ensuring SLA compliance: Monitors the various policies and support tickets
to ensure that the agreed terms are being fulfilled.
Key information
~~~~~~~~~~~~~~~
Taylor spends no time researching OpenStack. It is likely that Taylor does
not even know that the cloud service provider uses OpenStack and does not
care how the cloud instances are run, as long as they run without unexpected
outages. Taylor expects to be provided with adequate monitoring tools. Adding
and removing users from the provided cloud services should be as easy as
possible, in Taylor's opinion.
The organizational models
~~~~~~~~~~~~~~~~~~~~~~~~~
The tasks that the persona performs within a certain organizational model are
important for the usability of your OpenStack development. Within a small
organization, such as Rifkom or Nikishi University, Taylor might be required
to assume some roles and responsibilities of a Cloud Operator or a Project
Owner. Within a larger organization, like CNBB Securities, Taylor's tasks are
performed by the team managing the cloud services provider.
Your development
~~~~~~~~~~~~~~~~
@ -68,3 +49,15 @@ require any advanced knowledge of OpenStack to identify the issues.
If your development modifies the user management of the cloud, ensure to take
Taylor into consideration. User management should be as simple as possible
and it should not require deep knowledge about OpenStack.
The organizational models
~~~~~~~~~~~~~~~~~~~~~~~~~
The tasks that the persona performs within a certain organizational model are
important for the usability of your OpenStack development. Within a small
organization, such as Rifkom or Nikishi University, Taylor might be required
to assume some roles and responsibilities of a Cloud Operator or a Project
Owner. Within a larger organization, like CNBB Securities, Taylor's tasks are
performed by the team managing the cloud services provider. To see more on
how roles change within organizations, see :ref:`model-companies`.

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@ -4,13 +4,13 @@
Adrian - infrastructure architect
=================================
Adrian is responsible for the strategy and road-map for his company's cloud
and identifies reasons to compel management to adopt OpenStack for production
environments. The reasons that would deter Adrian from recommending OpenStack
are frequent instabilities, non-deterministic errors, the inability to create
an environment, and missing documentation. Similarly to the domain operator,
Adrian needs to know about any outage conditions that may occur on both
testing and production environments.
Adrian spends a lot of time reading and researching information about
OpenStack and other cloud technologies. Adrian has attended more than one
OpenStack summit, and contributes solutions to the community regularly. Adrian
values OpenStack and is committed to drive adoption. Adrian's priority,
however, is a fully functional and stable cloud that fulfills all of his
requirements. Your development affects Adrian if it modifies the scope,
implementation, or usage of OpenStack.
Key tasks
~~~~~~~~~
@ -31,35 +31,28 @@ Adrian performs the following tasks very frequently:
* Cloud planning: Defines and plans the cloud while considering hardware,
platform choices, services, and scale.
Key information
~~~~~~~~~~~~~~~
Adrian spends a lot of time reading and researching information about
OpenStack and other cloud technologies. Adrian has attended more than one
OpenStack summit and contributes solutions to the community regularly. Adrian
values OpenStack and is committed to drive adoption. Adrian's priority,
however, is a fully functional and stable cloud that fulfills all of his
requirements.
The organizational models
~~~~~~~~~~~~~~~~~~~~~~~~~
The tasks that the persona performs within a certain organizational model are
important for the usability of your OpenStack development. Within a small
organization, such as Rifkom or Nikishi University, Adrian might be required
to assume some roles and responsibilities of a Cloud Operator or, more
rarely, a Domain Operator. Within a larger organization, like CNBB
Securities, Adrian's tasks are performed by the team planning and implementing
the cloud instances.
Your development
~~~~~~~~~~~~~~~~
Adrian's main concern is the cloud's architecture. Adrian interacts directly
with OpenStack and has probably developed any pieces that were needed. Your
with OpenStack and has probably developed many pieces that were needed. Your
development targets Adrian if it makes any changes to the way clouds are
implemented and deployed. Any new features, fixes, and limitations are
important to Adrian.
If your development modifies the scope, implementation, and usage of
OpenStack ensure to take Adrian into consideration.
The reasons that would deter Adrian from recommending OpenStack
are frequent instabilities, non-deterministic errors, the inability to create
an environment, and missing documentation. Similarly to the domain operator,
Adrian needs to know about any outage conditions that may occur on both
testing and production environments.
The organizational models
~~~~~~~~~~~~~~~~~~~~~~~~~
Within a small organization, such as Rifkom or Nikishi University,
Adrian might be required to assume some roles and responsibilities of a
Cloud Operator or, more rarely, a Domain Operator. Within a larger
organization, like CNBB Securities, Adrian's tasks are performed by the
team planning and implementing the cloud instances. See :ref:`model-companies`
for more information on how Adrian fits into different user ecosystems.

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@ -0,0 +1,133 @@
.. _model-companies:
===================
The model companies
===================
This page allows you to see how different companies and user ecosystems
influence a specific persona's role. We have identified four model companies
with three organizational models that best exemplify the companies decision
to adopt OpenStack. Use these companies to help refine your use cases for a
specific type of organizational paradigm. The factors we chose to distinguish
the different model companies include the cloud adoption model, operations,
security needs, and compliance.
.. important::
The institutions described in this document are fictitious and serve only
as representations of different organizational models.
.. _Nikishi-University:
Nikishi University - research
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
At Nikishi university, each cloud user can potentially assume all persona
roles. Although typically each individual specializes in two or more of the
roles.
.. list-table:: **Nikishi University - Key Info**
:widths: 15 15 15 15
:header-rows: 1
* - Adoption model
- Process and compliance
- Skill depth
- Number of users
* - Roll your own
- Minimal
- Deep
- 100 to 999 users
* The roles of :ref:`infrastructure-arch` and :ref:`Cloud-Ops`
could be assumed by a single individual.
* The roles of :ref:`Domain-Operator`, :ref:`Project-Owner`,
and :ref:`app-developer` could be merged.
This organizational model has a low staffing budget and is concerned with
capital expenditure, which influenced their decision to create their own
implementation.
.. _CNBB-Securities:
CNBB Securities - large enterprise
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
At CNBB Securities, the company's large organization chart represents each of
the personas. Depending on the company's culture of collaboration, the
personas could interact as if they were part of a single entity.
.. list-table:: **CNBB Securities - Key Info**
:widths: 15 15 15 15
:header-rows: 1
* - Adoption model
- Process and compliance
- Skill depth
- Number of users
* - Distribution with professional services
- High
- Medium
- Over 10000 users
* Usually the roles of :ref:`Cloud-Ops` and :ref:`Infrastructure-Arch`
interact as service providers with the other personas.
The personas within CNBB Securities look for a fast implementation and are
responsible for the operations capital expenditure. The implementation has no
customization and the organization usually outsources its support.
.. _Rifkom:
Rifkom - service provider
~~~~~~~~~~~~~~~~~~~~~~~~~
At Rifkom, employees provide services to external customers that do not want
or have the internal resources. Rifkom customizes solutions and
prioritizes a flexible approach to architecture. The highly skilled staff
represents the largest expenditure for Rifkom.
.. list-table:: **Rifkom - Key Info**
:widths: 15 15 15 15
:header-rows: 1
* - Adoption model
- Process and compliance
- Skill depth
- Number of users
* - Roll your own
- Medium to High (depends on customer)
- Deep
- 1000 to 9999 users
* Only the roles of :ref:`Infrastructure-Arch` and :ref:`Cloud-Ops` exist at
Rifkom. The other personas are their customers at MOI.
Customers usually interact with Rifkom employees through a ticket system.
.. _MOI:
MOI - customer
~~~~~~~~~~~~~~
At MOI, speed and convenience rule. They do not perform any customization of
the cloud and are willing to sacrifice functionality in order to save some
costs. They interact with their cloud service provider, Rifkom, through a
ticket system in case of problems with their cloud instance.
.. list-table:: **MOI - Key Info**
:widths: 15 15 15 15
:header-rows: 1
* - Adoption model
- Process and compliance
- Skill depth
- Number of users
* - Professional services
- Medium
- Minimal
- No OpenStack users
* MOI's staff encompasses the roles of :ref:`App-Developer`,
:ref:`Project-Owner`, and :ref:`Domain-Operator`. Other roles are external.

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@ -4,11 +4,13 @@
Wei - project owner
===================
Wei manages projects by adding or removing project members' access to the
cloud instance. Wei does not know the underlying infrastructure nor the
OpenStack projects involved. Wei's main concern is to have enough resources
available to support Wei's projects. Therefore, if a project runs out of
quota, Wei does not want to have to wait for the operators to raise it.
Wei does not know or care about whether OpenStack is being used for the cloud
instance that the projects use or not. Wei's concern is to have enough
resources whenever they are needed. If Wei's requests for additional
resources take too long to be fulfilled, Wei will start looking for
alternatives until the project's needs are met.
Therefore, if a project runs out of quota, Wei does not want to have to wait
for the operators to raise it.
Key tasks
~~~~~~~~~
@ -24,14 +26,19 @@ Wei performs the following tasks very frequently:
* Managing projects: Coordinates project resources to ensure its success and
the OpenStack cloud is another resource among many other.
Key information
~~~~~~~~~~~~~~~
Your development
~~~~~~~~~~~~~~~~
Wei does not know or care about whether OpenStack is being used for the cloud
instance that the projects use or not. Wei's concern is to have enough
resources whenever they are needed. If Wei's requests for additional
resources take too long to be fulfilled, Wei will start looking for
alternatives until the project's needs are met.
When your development affects the behavior of the capacity of cloud
instances, you should consider Wei as an interested party. Ensuring that
changes to the capacity of cloud instances can occur as easily and as quickly
as possible certainly has a positive impact on Wei's work, for example.
However, Wei does not perform those changes in capacity directly.
Finally, consider that Wei is a highly skilled developer with little
knowledge of OpenStack and with little time for long, complex research.
Therefore, your solutions for Wei must be focused on enabling others to
provide the needed resources as quickly as possible.
The organizational models
~~~~~~~~~~~~~~~~~~~~~~~~~
@ -49,18 +56,6 @@ owner and the company could have several projects.
Whatever the case, it is highly likely that Wei is an experienced application
developer as well. See the information pertaining to the application
developer persona here: :ref:`app-developer`
developer persona here: :ref:`app-developer`. To see more on
how roles change within organizations, see :ref:`model-companies`.
Your development
~~~~~~~~~~~~~~~~
When your development affects the behavior of the capacity of cloud
instances, you should consider Wei as an interested party. Ensuring that
changes to the capacity of cloud instances can occur as easily and as quickly
as possible certainly has a positive impact on Wei's work, for example.
However, Wei does not perform those changes in capacity directly.
Finally, consider that Wei is a highly skilled developer with little
knowledge of OpenStack and with little time for long, complex research.
Therefore, your solutions for Wei must be focused on enabling others to
provide the needed resources as quickly as possible.