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Hienadz Drahun - Design with Temperament - Design by Fire Cafe

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How about having an universal set of proven and reusable behavioral user models? These models can be used for creating interaction design, building content strategy or optimizing for …

How about having an universal set of proven and reusable behavioral user models? These models can be used for creating interaction design, building content strategy or optimizing for conversion.

You can quickly build user models applying simple and effective approach that uses behavioral archetypes based on Temperament types (also called MBTI by some people) with interpretation for design. We will go beyond the classical MBTI approach and will touch some secrets based on years of practical experience.

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  • 1. Design with Temperament Hienadź “Gena” Drahun
  • 2. http://www.slideshare.net/Hienadz.Drahun/50-visual-definitions-of-user-experience
  • 3. http://en.wikipedia.org/wiki/World_of_Tanks
  • 4. https://www.allsecur.nl
  • 5. Do not have access to user research?
  • 6. • Actionable and simple • Universal • Reusable • Proven What about having a set of user models:
  • 7. 4 Types of Temperament
  • 8. Design practice Bryan Eisenberg Theory David Keirsey http://www.keirsey.com/ http://www.bryaneisenberg.com/
  • 9. http://www.keirsey.com/sorter/instruments2.aspx Keirsey Temperament Sorter (KTS-II)
  • 10. Quick (Lymbic Mode) Based on Emotions (Right Brain) Based on Facts (Left Brain) Deliberate (Cerebral Mode) How do we make decisions?
  • 11. Traditionalist Quick (Lymbic Mode) Based on Emotions (Right Brain) Based on Facts (Left Brain) Deliberate (Cerebral Mode)
  • 12. • Dependable, helpful, and hard-working • Dutiful, cautious, humble, and focused on credentials and traditions; • Concerned, trust authority, seek security, prize gratitude “ Work hard today, to feel good tomorrow” Traditionalist
  • 13. • Browses methodically, using primary navigation • Looks for Detailed Product Information, Comparisons • Contact, Shipping & Retour Info; • Feeling of Familiarity, Trust & Security; • “DIY” – “help yourself” approach “What your product does? How it does it?” Design for Traditionalist
  • 14. Rationalist Hedonist Traditionalist Socializer- Philanthropist Quick (Lymbic Mode) Based on Emotions (Right Brain) Based on Facts (Left Brain) Deliberate (Cerebral Mode)
  • 15. Eye-tracking of “Traditionalist” http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
  • 16. Hedonist Quick (Lymbic Mode) Based on Emotions (Right Brain) Deliberate (Cerebral Mode) Based on Facts (Left Brain)
  • 17. Eye-tracking of “Hedonist” http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
  • 18. Socializer- Philanthropist Quick (Lymbic Mode) Based on Emotions (Right Brain) Deliberate (Cerebral Mode) Based on Facts (Left Brain)
  • 19. • Oriented on personal development, seek their true self; • Ready to help and trust, but are cautious; • Loving, kindhearted, and authentic. • Enthusiastic, trust their intuition, yearn for romance “Communicate to make myself and the world better” Socializer- Philanthropist
  • 20. • Want it “quick & easy” but are cautious, value personal communication; • Who are you? What are your ethical & moral values? (“About us”, etc.) • Whom have you already helped? • How can I help others? “How does your product make the world better?” Design for Socializer
  • 21. Eye-tracking of “Socializer” http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
  • 22. Rationalist Quick (Lymbic Mode) Based on Emotions (Right Brain) Based on Facts (Left Brain) Deliberate (Cerebral Mode)
  • 23. • Pragmatic, skeptical, self-contained, and focused on problem-solving and systems analysis; • Ingenious, independent, and strong willed; • Even-tempered, trust logic, yearn for achievement, seek knowledge, prize technology, and dream of understanding how the world works. “Be the best” Rationalist
  • 24. • Perfectionists, look for the best and most efficient way to make things done; • Very quick in judging about what is not best or “suspicious”; • Masters of comparison & verification; • Feel flattery and “desire to sell” “Give me the facts to proof that your product is the best option” Design for Rationalist
  • 25. Eye-tracking of Rationalist http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
  • 26. Quick Based on Emotions Based on Facts Deliberate
  • 27. Practical Application • Information Architecture; • Content Strategy/ Creation; • Visual Design; • Design for Conversion & Persuasion; • Personas / User models; • Walkthroughs; • Journey Maps; • Content Audits for
  • 28. Design with Temperament Part 2: Secrets
  • 29. ? What is the distribution of temperament types Rationalist Hedonist Traditionalist Socializer- Philanthropist
  • 30. Rationalist <10% Hedonist ~ 35% Тraditionalist ~45% “Approximate” numbers (±5%) Socializer- Philanthropist 10%+
  • 31. For which temperament should we design first?
  • 32. HEDONISTS FIRST 100% 35%
  • 33. Second?
  • 34. HEDONISTS FIRST TRADITIONALISTS SECOND 100% 80%
  • 35. Designing for only 2 temperament types = 80% of audience!
  • 36. It is already enough (for a good start)
  • 37. Traditionalist Hedonist eCommerce Games News/ Content Help & Service «Casual» shopper «Targeted» shopper «Grinder» «Hardcore» gamer «D.I.Y» «Scanner» «Casual» gamer «Help me...»
  • 38. Product focused Browsers Researchers Bargain hunters One-time shoppers 5 Types of E-Commerce Shoppers Traditionalist Hedonist Traditionalist Hedonist Hedonist http://www.nngroup.com/articles/ecommerce-shoppers/
  • 39. PHILANTROPISTS NEXT HEDONISTS FIRST TRADITIONALISTS SECOND 90%
  • 40. 3 temperament types = 90% of audience!
  • 41. RATIONALISTS IF YOU DARE! PHILANTROPISTS NEXT HEDONISTS FIRST TRADITIONALISTS SECOND 100%
  • 42. Temperament type is not a category
  • 43. Rationalist Hedonist Traditionalist Socializer- Philanthropist =  Two people of the same temperament are not the same
  • 44. Only the minority of people has “bright” temperaments
  • 45. Temperament type is not a category but rather a space, shape
  • 46. Temperament type is not a category but rather a space, shape, which can change with time
  • 47. Traditionalist Hedonist In a good mood Tired Concentrated Serious decision Minor decision Familiar environment New environment Following decisions First decision
  • 48. True good intentions Sympathetic, authentic people Checkable, concrete results Socializer- Philanthropist
  • 49. Temperament type is not a category but rather a space, shape, which can change with time and not only…
  • 50. ~50% ~25% ~20% ~45% ~35% >10% <10% Distribution by Gender … (approximate)
  • 51. Hienadź “Gena” Drahun @HDrahun Hienadz.drahun hienadzdrahun Thank you!
  • 52. History of the Web & Temperament Types
  • 53. Rationalist’s Web 0.x (1991-1993)
  • 54. Traditionalist’s Web 1.x (1994 - 2004)
  • 55. Hedonist’s Web 2.x (2004 - )
  • 56. Socializer’s (?) Web (2004 - )
  • 57. Want some more?
  • 58. “Earthlings” (70-80%) “Martians” (20-30%) Plato 340 BC Guardian Artisan Philosopher Scientist Aristotle 325 BC Proprietary Hedonic Ethical Dialectical Galen 200 AD Phlegmatic Sanguine Melancholic Choleric Adickes 1907 AD Traditional Innovative Dogmatic Agnostic Springer 1914 AD Economic Esthetic Religious Theoretical Fromm 1947 AD Receptive Exploiting Hoarding Marketing Keirsey 1987 AD Guardians Artisans Idealists Rationals PTypes 2001 AD Traditionalist Hedonist Idealist Rationalist Matching Temperament Types
  • 59. Rationalist Hedonist Traditionalist Socializer- Philanthropist Technology Adoption Lifecycle “Crossing the Chasm”
  • 60. http://www.bryaneisenberg.com/wp-content/uploads/2013/10/persona-attributes-raw.png?66ae93
  • 61. http://www.bryaneisenberg.com/wp-content/uploads/2013/10/persona-attributes-raw.png?66ae93
  • 62. Barbarian Assasin Wizard Temperament Types in RPG Monk Traditionalist Hedonist Socializer- Philanthropist Rationalist
  • 63. Bartle’s 4 Players Types Rationalist Traditionalist Socializer- Philanthropist Hedonist Rationalist Hedonist
  • 64. Lazzaro’s “4 Keys 2 Fun” http://xeodesign.com/research.html Rationalist Traditionalist Socializer- Philanthropist Hedonist