Personas ala Cooper

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A guide to our IxDA Northern NJ session on personas and their value. Personas are archetypal actors in the environment you are designing for. Based on chapter 11 in Kim Goodwin's book "Designing for the Digital Age".

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  • Personas ala Cooper

    1. 1. Personas ala Cooper Bruce Esrig and Adam Lerner IxDA Northern NJ 13 Jan 2010
    2. 2. 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
    3. 3. 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
    4. 4. 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
    5. 5. 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 ...
    6. 6. 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
    7. 7. 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
    8. 8. 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
    9. 9. 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
    10. 10. 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
    11. 11. Appendix: Observation guide Goal of the series of interviews Characterize car buyers: who are they and what makes them do what they do?
    12. 12. 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
    13. 13. 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

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