Personas ala Cooper

Personas ala Cooper Bruce Esrig and Adam Lerner IxDA Northern NJ 13 Jan 2010

Session agenda This overview presentation: Why personas matter Outline of Ch. 11 in Kim Goodwin’s Designing for the Digital Age. Slides and discussion about analyzing data A scripted mock interview (with observation guide) loosely based on the information about Carla Ramirez

Feature Creep How did that creepy feature get in this product? The technology can do it It makes sense to do considering all the other stuff that we already do Somebody thought it would be good

Scenario Bloat How did this system get so unwieldy? It had a cousin that did something related We decided to incorporate that functionality in our own system It was hard to ﬁgure out how to cram it in

Goal-directed design You have a lot of features in mind You have a lot of scenarios in mind Who is going to use those features, in what scenarios, and for what purpose? Prioritize the features that are most critical in the key scenarios to enable your primary persona to meet its highest-priority goals Starting with the personas and their goals ...

What Are Personas? A persona is a representative, idealized user The deﬁnition of the persona is derived from real data (research-based personas) or from surrogate data (...) In the data, it’s important to look for information about the persona’s working environment and activity ﬂows; their goals and frustrations; the skills and abilities that determine their success in achieving their goals; and the attitudes that determine their responses

Where does Persona data come from? Try to meet actual users and observe them doing what you want to support If you use a surrogate, try to ﬁnd sources who actually deal with users and customers: Customer support people and product managers

Analyzing Research Data to Create Personas 1. Divide interviewees by role if necessary 2. Identify behavioral and and demographic variables for each role 3. Map interviewees to variables 4. Identify and explain potential patterns 5. Capture patterns and deﬁne goals

Analyzing Research Data to Create Personas 6. Clarify distinctions and add detail 7. Fill in other persona types as needed 8. Group and prioritize personas 9. Develop narrative and other communication tools

References Kim Goodwin, Designing for the Digital Age, Wiley 2009. Elizabeth Bacon and Steve Calde, Death to Personas! Long Live Personas, http:// www.slideshare.net, July 2008 Todd Zaki Warfel, Data-driven Design Research Personas, http://www.slideshare.net, 2007

Appendix: Observation guide Goal of the series of interviews Characterize car buyers: who are they and what makes them do what they do?

Appendix: Observation guide Listen for factors related to behavior: Motivations and goals Tasks, with their frequency and duration Artifacts and information for tasks Attitudes towards tasks and artifacts Mental models

Appendix: Observation guide Note information about the subject and their environment: As a consumer: Age, family structure, geography As a professional: Company size, industry, geography Physical characteristics and environment

Personas ala Cooper

by Bruce Esrig on Jan 14, 2010

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Personas ala Cooper — Presentation Transcript