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Class 3:Understanding    UsersInstructor: Abby Covert
Last Class we...                   2
Last Class we...• Discussed Complexity                             2
Last Class we...• Discussed Complexity• Learned how to use frameworks,  continuums and shared vocabulary to start  digging...
Last Class we...• Discussed Complexity• Learned how to use frameworks,  continuums and shared vocabulary to start  digging...
Last Class we...• Discussed Complexity• Learned how to use frameworks,  continuums and shared vocabulary to start  digging...
Homework Share                 3
Homework Share• Each team will have 5 minutes to present  the way they designed their framework and  what they learned fro...
Homework Share• Each team will have 5 minutes to present  the way they designed their framework and  what they learned fro...
I am aninformationarchitectI intend to                  because I believemake the unclear clear       everything is comple...
I am aninformationarchitectI intend to                  because I believemake the unclear clear       everything is comple...
What is a user?                  5
To understand     USers     Start withunderstanding people                       6
People’s Needs are very basicSelf Actualization   the motive to realize ones full potential   Esteem the positive or negat...
Because of basic needs, Users  Are individuals, acting similarly Self Actualization         Need to feel capable Esteem   ...
How Tounderstand USers Get Up Close and     Personal                    9
What do they consider:   What makes them feel:Appropriate?             special?frustrating?             Social?Dangerous? ...
Ideas to get up close and personal•   Talk to potential users•   Talk to actual users•   Talk to competitive users•   Spen...
What are you looking/listening for?•   Clues into their struggles•   Details of their context and circumstance•   Ways you...
Pop Quiz           13
Here are some user Groups you are      targeting a food delivery app to         A) What do you know about these users?    ...
To   Assume is to make anass of u and me                  15
Highlight all the things you “know”    that are really assumptions  How would you confirm or deny       those assumptions?...
Unlike people,All Users are not created   equally                 17
Prioritization of users is essential A) To assure that design decisions dont become    generic in the face of too many aud...
Introducing Personas:  Inventing people to   create consensus    amongst people                        19
Why personas work:• People like having someone to design for:  meaning there is already a persona or two living  in the he...
Elements of a good personaNeedssimplystated         Ways to     Clues into     Clues into         compare     Usage of    ...
Workshop:How to prioritize   Personas                    22
Persona Prioritization            Workshop• Step 1: Quiet time, everyone make a post-it  for each user type you can think ...
Homework• Provide a writeup of each persona type  you are choosing to focus on. In each  writeup, you must cover:  – What ...
Questions?CovertA@newschool.edu    @ Abby_The_IA  www.Abbytheia.com
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Understanding Users

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The third class of a 15 week course in Information Architecture taught at Parsons, the New School for Design. Topics include: Understanding Peoples Needs, Research tactics best suited for user understanding, How to use personas for consensus creation.

Published in: Design, Business, Technology

Transcript of "Understanding Users"

  1. 1. Class 3:Understanding UsersInstructor: Abby Covert
  2. 2. Last Class we... 2
  3. 3. Last Class we...• Discussed Complexity 2
  4. 4. Last Class we...• Discussed Complexity• Learned how to use frameworks, continuums and shared vocabulary to start digging into complexity 2
  5. 5. Last Class we...• Discussed Complexity• Learned how to use frameworks, continuums and shared vocabulary to start digging into complexity• Completed a group framestorm 2
  6. 6. Last Class we...• Discussed Complexity• Learned how to use frameworks, continuums and shared vocabulary to start digging into complexity• Completed a group framestorm• Decided on groups and areas of complexity each will dig into this semester 2
  7. 7. Homework Share 3
  8. 8. Homework Share• Each team will have 5 minutes to present the way they designed their framework and what they learned from doing this exercise 3
  9. 9. Homework Share• Each team will have 5 minutes to present the way they designed their framework and what they learned from doing this exercise• Each person on the team will be responsible for calling out one thing they did not know when they started this process 3
  10. 10. I am aninformationarchitectI intend to because I believemake the unclear clear everything is complexput the what architecture framesbefore the how problems, design solves themfacilitate understanding understanding isorganize meaning, always good but it iscreate clarity and equally important toestablish truth not understand support goals, makers clarity is a and users prerequisite of truthby: Abby Covert & Dan Klyn 4
  11. 11. I am aninformationarchitectI intend to because I believemake the unclear clear everything is complexput the what architecture framesbefore the how problems, design solves themfacilitate understanding understanding isorganize meaning, always good but it iscreate clarity and equally important toestablish truth not understand support goals, makers clarity is a and users prerequisite of truthby: Abby Covert & Dan Klyn 4
  12. 12. What is a user? 5
  13. 13. To understand USers Start withunderstanding people 6
  14. 14. People’s Needs are very basicSelf Actualization the motive to realize ones full potential Esteem the positive or negative evaluation of the self Belonging the Need to be an accepted member of a group Safety being protected against failure, damage, error & accidents Physiological mechanical, physical, and biochemical functions Thanks Abe Maslow! 7
  15. 15. Because of basic needs, Users Are individuals, acting similarly Self Actualization Need to feel capable Esteem Want to be part of things Belonging Flee from Danger & Uncertainty Safety Prefer the Easy Road Physiological 8
  16. 16. How Tounderstand USers Get Up Close and Personal 9
  17. 17. What do they consider: What makes them feel:Appropriate? special?frustrating? Social?Dangerous? Connected?Easy? capable? Confident? 10
  18. 18. Ideas to get up close and personal• Talk to potential users• Talk to actual users• Talk to competitive users• Spend time shadowing users in their real lives (get permission, please)• Watch users using equivalent or similar things to what you are making• Use competitive things in the market• Social media listening• Blogs, customer reviews, forums… the internet is HUGE 11
  19. 19. What are you looking/listening for?• Clues into their struggles• Details of their context and circumstance• Ways you hadnt thought of solving the problem at hand• Reactions to ways you have thought of solving the problem• Priorities within the problem space (what hurts most/most often)• Details around timelines, processes, handoffs and collaborations involved in the problem space 12
  20. 20. Pop Quiz 13
  21. 21. Here are some user Groups you are targeting a food delivery app to A) What do you know about these users? B) What might you want to know? C) How would you go about finding answers?• Fast Food Eaters• Single Moms with Teenage Kids• Single Men 18-35 14
  22. 22. To Assume is to make anass of u and me 15
  23. 23. Highlight all the things you “know” that are really assumptions How would you confirm or deny those assumptions? 16
  24. 24. Unlike people,All Users are not created equally 17
  25. 25. Prioritization of users is essential A) To assure that design decisions dont become generic in the face of too many audiencesB) To allow for prioritization of research effortsC) to Create another filter by which feature level prioritization can occur 18
  26. 26. Introducing Personas: Inventing people to create consensus amongst people 19
  27. 27. Why personas work:• People like having someone to design for: meaning there is already a persona or two living in the head of every member of your team.• Personas inspire teams to work towards a shared vision instead of many disparate ones
  28. 28. Elements of a good personaNeedssimplystated Ways to Clues into Clues into compare Usage of Usage of to other other things Channels users and key moments 21
  29. 29. Workshop:How to prioritize Personas 22
  30. 30. Persona Prioritization Workshop• Step 1: Quiet time, everyone make a post-it for each user type you can think of• Step 2: Group them into clusters by how they might think about or interact in your problem space• Step 3: Pick 3-5 clusters of people that seem like the ones most important to reach 23
  31. 31. Homework• Provide a writeup of each persona type you are choosing to focus on. In each writeup, you must cover: – What you feel you know today – What you want to know – How you could best find answers to your questions (don’t worry about access restrictions, thing big for this part)• Each team is responsible for turning in 3 to 5 write-ups by next class via email. 24
  32. 32. Questions?CovertA@newschool.edu @ Abby_The_IA www.Abbytheia.com
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