Module 05: Personas and Scenarios

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Module 05 in the one-week intensive for community college instructors, offered by MPICT.org.

Module 05 in the one-week intensive for community college instructors, offered by MPICT.org.

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  • 1. Personas and Scenarios What is a persona? ! "A persona is a user archetype you can use to help guide decisions about product features, navigation, interactions, and even visual design." — Kim Goodwin
  • 2. Personas and Scenarios What is a persona? ! "A persona encapsulates and explains the most critical behavioral data in a way that designers and stakeholders can understand, remember, and relate to. Unlike simple lists of findings or other types of models, personas use storytelling to engage the social and emotional aspects of our brains, which helps each team member either visualize the best product behavior or see why the recommended design is good." — also Kim Goodwin
  • 3. Personas and Scenarios What is a persona? !
  • 4. Personas and Scenarios What is a persona? !
  • 5. Personas and Scenarios What is a persona? !
  • 6. Props http://www.uie.com/brainsparks/2013/06/28/ kim-goodwin-using-scenarios-to-design- intuitive-experiences/ Podcast transcript: http://www.uie.com/brainsparks/2013/06/28/kim- goodwin-using-scenarios-to-design-intuitive-experiences/
  • 7. Why personas? Remember, you are not the user. The user might not be the user. ! The "average" user doesn’t exist, and we can’t design for everyone. ! The trick is designing for the right people. ! (Pro tip: pewinternet.org is a great resource for learning about digital users.)
  • 8. And why? Personas can help us gain empathy and insight. http://www.teachthought.com/learning/the-role-of-empathy-in-learning/
  • 9. Example
  • 10. Example name type/title image age summary quotation narrative that includes mental model, drive, concerns, frustrations, others relevant to understanding the behavior pattern
  • 11. Example
  • 12. Personas Everything in the persona’s descriptions tells you something important about her attitudes, goals, behaviors, plans.
  • 13. Personas Even fictitious details (based on composites from your research) help make this seem like a real person. With whom all team members and stakeholders want to be empathic.
  • 14. Personas What can they be used for? ! — Defining and designing the product — Communicating with stake-holders about your audience — Building consensus and rallying a team around a goal —Marketing the product — Developing documentation — Even prioritizing bug fixes
  • 15. Personas are NOT What are personas NOT? It’s true, it can be confusing. ! — NOT the "average user" — NOT a market segment — Not a role (in the sense of enterprise software development) !
  • 16. Why do personas work? They encourage us to relate to users in human ways. Without having to actually handle live humans during the design process.
  • 17. Why do personas work? They present collected data as people, not abstract ideas. !
  • 18. Why do personas work? Quick! Think of "wizard". ! Got it?
  • 19. Why do personas work? Was it… !
  • 20. Why do personas work? Was it… ! (grey or white,doesn’t really matter)
  • 21. Why do personas work? Was it… !
  • 22. Why do personas work? Was it… !
  • 23. Why do personas work? Was it… !
  • 24. Why do personas work? Would you react to these the same way? ! Would you design for these the same way? ! People engage with people in a special way. !
  • 25. Why do personas work? And don’t forget the storytelling. ! "Good data, rigorous analysis, and compelling, human presentation are all essential to making personas work." — Kim Goodwin
  • 26. Counterpoint "[T]he more we use proxies to convey information, the more we are relying on all of the communicating parties having the same set of reference points.That’s why it’s so important in a design process that any type of information vessel be treated not as a static artifact, but as a material that we can work with to clarify interpretations and surface assumptions." — Dan Soltzberg (http:///www.portigal.com/blog/ major-mccheese/) ! A persona is not a category to market to.And don’t forget there are real users you need to serve.
  • 27. Building Personas "Creating personas involves identifying the critical behavior patterns and turning them into a set of useful characterizations… . It’s entirely possible that your initial impression of the pattern is correct, but in many cases the obvious pattern is based on demographics rather than behavior, or is otherwise missing some critical factor." — Kim Goodwin
  • 28. Building Personas REMEMBER: ! — Find patterns — GOOB! Get Out Of the Building, do field work
  • 29. Building Personas See Kim’s book for a more rigorous, in-depth process (useful in large companies or projects)… ! Let’s go with a more lightweight and rapid approach.
  • 30. Building Personas See Kim’s book for a more rigorous, in-depth process (useful in large companies or projects)… ! Let’s go with a more lightweight and rapid approach. Jeff Gothelf,@jboogie
  • 31. Building Personas Lightweight Personas ! —A model of what we know today — Low investment
 — Easy to improve — (And as you can see, all you need is pen and paper.)
  • 32. Building Personas What info do we need? ! — Name and sketch — Demographic info — Needs
 — How we address needs !
  • 33. Building Personas Group exercise: create two personas ! — Name and sketch — Demographic info — Needs
 — How we address needs ! — Each group will share one persona with the room !
  • 34. Building Personas What did you find? ! !
  • 35. Scenarios Not the same as personas. ! ! ! !
  • 36. Scenarios Not the same as personas. ! ! ! !
  • 37. User stories and roles are often narrow problem definitions. ! ! ! ! Why Scenarios?
  • 38. User stories and roles can represent single needs, single emotions. ! Your product or service shouldn’t. ! Think of the user, facing the whole shebang. Why Scenarios?
  • 39. Building Scenarios The end goal of buying a TV is WATCHING TV. ! It’s not having the pleasure of buying a dang TV. ! For all journeys: What starts it? What steps along the way?
  • 40. Building Scenarios DO ! — Where — When — Why
 — How — How often
 — With whom
 — With what tools & information FEEL ! —About their tools and tasks as they stand WANT ! — To learn? — To accomplish? — To feel?
  • 41. Building Scenarios Step 1 Step 2 Step 3 Step 4 Do Feel Want
  • 42. Building Scenarios Note: ! These are communication and generative tools. ! They don’t prioritize issues. ! Though they can help find common pain points. ! Or even a business case.
  • 43. Building Scenarios Partner exercise (20 minutes): ! 1. Tell the story of a recent episode (~10m) ! 2. Outline the steps ("I need…" to "I’m happy") across the top ! For each step: 1. Do: task flow, info shared, tools used, etc. 2. Feel: about that experience 3. Want: to learn, to accomplish, to feel
  • 44. Building Scenarios Step 1 Step 2 Step 3 Step 4 Do Feel Want Sharing time
  • 45. Building Scenarios Scenarios are about what happens in the magic future, not the past (or the present). ! (From an awesome Kim Goodwin workshop.)
  • 46. Building Scenarios Make a to-do list. ! Each persona’s typical "journeys" (maybe 2-3). ! They can be big or small journeys, but always from the start to the finish. ! A person’s whole day may be one scenario, or constant task-switching.
  • 47. Building Scenarios
  • 48. Building Scenarios
  • 49. Building Scenarios What can you fix? ! Reduce frustration? ! Reduce anxiety? ! Reduce the user’s workload: — cognitive — memory — motor !
  • 50. Building Scenarios What can you fix? ! "What would a thoughtful human do?"— Goodwin
  • 51. Building Scenarios Let’s give it a shot.
  • 52. Building Scenarios Let’s share.
  • 53. Use Cases
  • 54. Building Scenarios If you’ve worked with project requirements…
  • 55. Next up: Maps and flows ddt@twoangstroms.com twitter web