Persona modeling process

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Persona modeling process

  1. 1. 4th International Conference on Knowledge Engineering and Ontology Development KEOD 2012 – Barcelona, Spain Persona Modeling Process: from Microdata-based Templates to Specific Web Ontologies Stefan Negru, Sabin Buraga FACULTY OF COMPUTER SCIENCE, AL. I . CUZA UNIVERSITY OF IASI, ROMANIA
  2. 2. MOTIVATION “The Semantic Web is not a separate Web but an extension of the current one, in which information is given well-defined meaning, better enabling computers and people to work in cooperation. “ -- Tim Berners-LeeFaculty of Computer Science UAIC Iasi, Romania KEOD 2012
  3. 3. AGENDA What are Personas Personas Methodology Personas Template Developed Microdata Schemas Microdata &/vs. RDFa Personas Ontology In Practice Future Work and ConclusionsFaculty of Computer Science UAIC Iasi, Romania KEOD 2012
  4. 4. WHAT ARE PERSONAS ? WHAT ARE PERSONAS GOOD FOR ?Faculty of Computer Science UAIC Iasi, Romania KEOD 2012 http://www.flickr.com/photos/10ch/1907964320/
  5. 5. PERSONAS METHODOLOGY A persona is the archetype of the ideal group of users for a certain product/application. It is used to collect user specific information (interests, goals, frustrations, etc.).Faculty of Computer Science UAIC Iasi, Romania KEOD 2012
  6. 6. PERSONAS METHODOLOGY • Often done on paper • Based on user interviews • Containing fictional information • Difficult to validate the information collected against real users • Difficult to select the right users, based on these personas for the usability testsFaculty of Computer Science UAIC Iasi, Romania KEOD 2012
  7. 7. PERSONAS METHODOLOGY What do we need to make it better ?Faculty of Computer Science UAIC Iasi, Romania KEOD 2012
  8. 8. PERSONAS REVIEWED… • Often done on paper • Based on user interviews • Containing fictional information • Difficult to validate the information collected against real users • Difficult to select the right users, based on these personas for the usability testsFaculty of Computer Science UAIC Iasi, Romania KEOD 2012
  9. 9. PERSONAS TEMPLATE 1. Type and Background Information 2. Main Details 3. Scenarios 4. Other DetailsFaculty of Computer Science UAIC Iasi, Romania KEOD 2012
  10. 10. ANOTHER (HTML5) TEMPLATE ?Faculty of Computer Science UAIC Iasi, Romania KEOD 2012 http://www.flickr.com/photos/bioxid/4293394187/
  11. 11. Microdata & RDFa Microdata • “mechanism allows machine-readable data to be embedded in HTML documents in an easy-to-write manner, with an unambiguous parsing model.” http://www.w3.org/TR/microdata/ • was initially designed as a simple subset of RDFa and Microformats, primarily focusing on the core features of RDFa. RDFa Lite • “RDFa Lite is a minimal subset of RDFa, consisting of a few attributes that may be used to express machine-readable data in Web documents like HTML, SVG, and XML.” http://www.w3.org/TR/rdfa-lite/ • contains all of the simplicity of Microdata coupled with the extensibility of and compatibility with RDFa.Faculty of Computer Science UAIC Iasi, Romania KEOD 2012
  12. 12. Microdata vs. RDFa Microdata RDFa 1.1 Lite* w3c working draft, part of HTML5 w3c standard as June 2012 Similar markup Anyone can define their own custom vocabularies Not supported datatypes of literals Not supported XML literals. Not supported vocab Not supported prefix * RDFa 1.0 was XHTML specific.Faculty of Computer Science UAIC Iasi, Romania KEOD 2012
  13. 13. Microdata & RDFa SOLUTIONS Some existing solutions to annotation the HTML5 template: Microdata schemas: http://schema.org/Person RDFa syntax using some existing vocabularies: http://xmlns.com/foaf/spec/ http://rdfs.org/sioc/spec/Faculty of Computer Science UAIC Iasi, Romania KEOD 2012
  14. 14. INCOMPLETE INFORMATION … [ a schema:Person; schema:givenName "Jane"@en-us; schema:familyName "Doe"@en-us; schema:gender "Female"@en-us; schema:birthDate "1989-05-11"^^xsd:date; schema:image <student.jpg>; schema:location [ a schema:Place; schema:name "City,Country"@en-us ]; schema:worksFor [ a schema:Organization; schema:jobTitle “Graduate Student"@en-us; schema:name "Univ. City,Country"@en-us ]; schema:alumniOf [ a schema:EducationalOrganization schema:name "Univ. City,Country"@en-us ] ]Faculty of Computer Science UAIC Iasi, Romania KEOD 2012
  15. 15. HOW TO IMPROVE IT ?Faculty of Computer Science UAIC Iasi, Romania KEOD 2012 http://www.flickr.com/photos/mmmmmrob/2547945441/
  16. 16. DEVELOPED MICRODATA SCHEMAS 1. Persona - An archetype representing a fictional person or a group of persons. 2. Scenario - a collage of events or series of actions and events, which takes place under certain conditions. 3. Context - The circumstances that form the setting for an event or a scenario. 4. Disability - Categories of physical or mental disabilities. 5. Other Schemas developed: UsabilityTesting, Task. These types are developed as extensions to schema.org.Faculty of Computer Science UAIC Iasi, Romania KEOD 2012
  17. 17. DEVELOPED MICRODATA SCHEMAS Other existing types have been reused: Person, Place, Event, Product, ImageObject etc. Other types might need to be defined: Emotion, Personality, SoftwareApplication etc.Faculty of Computer Science UAIC Iasi, Romania KEOD 2012
  18. 18. PERSONA - MICRODATA SCHEMA DEVELOPED Property Expected Type personaType Text minHeight, maxHeight, minWeight, maxWeight, minBustSize, maxBustSize, Float minWaistSize, maxWaistSize, minFeetSize, maxFeetSize experienceGoal, endGoal,lifeGoal, businessGoal, technicalGoal, Text experienceGoal experienceLevel, technicalLevel Text disability Disability or Text myerBriggs Personality or Text affectiveState Emotion or Text frustrationPOint Text userRole Text scenario Scenario or URL context Context topicInterest ThingFaculty of Computer Science UAIC Iasi, Romania KEOD 2012
  19. 19. SCENARIO - MICRODATA SCHEMA DEVELOPED Property Expected Type product Product or Application scenarioName Text userTask Text (or Task) productTask Text (or Task) interactionMedium (Touch, Gestural, Mouse+keyboard) Text context Context participant Person usabilityTest (a scenario might belong to an usability test) Text (or UsabilityTest) evaluatedElements (elements of the interface) TextFaculty of Computer Science UAIC Iasi, Romania KEOD 2012
  20. 20. Context - MICRODATA SCHEMA DEVELOPED Property Expected Type contextType Text location Place or PostalAddress event Event sensorData Text geo GeoCoordinates or GeoShape photos Photograph or ImageObject reviews ReviewFaculty of Computer Science UAIC Iasi, Romania KEOD 2012
  21. 21. USING THE MICRODATA SCHEMAS schema:personaType "Primary"@en-us; schema:mainPoint [ a rdf:Bag; rdf:_1 "Experience with Android OS;" @en-us; rdf:_2 "connected socially to most of her colleagues and some teachers. "@en-us.]; schema:technicalLevel "Medium"@en-us; schema:businessGoal "increase knowledge"@en-us; schema:experienceGoal "getting a proper education“ @en-us; schema:frustrationPoint [ a rdf:Bag; rdf:_1 "hard to use"@en-us, rdf:_2 "no feedback provided"@en-us. ]; schema:lifeGoal "be productive"@en-us; schema:scenario [ a <http://schema.org/Scenario>; schema:description "she will check grades and progress online"@en-us ] ] More details and examples are provided in our paper.Faculty of Computer Science UAIC Iasi, Romania KEOD 2012
  22. 22. HOW TO IMPROVE IT ? – PART 2Faculty of Computer Science UAIC Iasi, Romania KEOD 2012 http://www.flickr.com/photos/mmmmmrob/2547945441/
  23. 23. PERSONAS ONTOLOGY OVERVIEWFaculty of Computer Science UAIC Iasi, Romania KEOD 2012
  24. 24. PersonasOnto IN DETAIL Class Name Subclasses AffectiveState Emotion, Feeling, Mood Context Intangible, Tangible, Place, Time Disability VisualImpairment, HearingImpairment, GustatoryImpairment, IntellectualImpairment, MentalEmotionalDisorder, SomatosensoryImpairment, DevelopmentDisability Goals BusinessGoals, EndGoals, ExperienceGoals, LifeGoals, TechnicalGoals Organization Corporation, EducationalOrganization, GovermentOrganization, Group, MediumBusiness, NGO, SmallBusiness, SportsTeam Person Participant, Persona* Personality -- Resource Document, Image, Product Scenario -- Task InteractiveTask, NonInteractiveTask UsabilityTest -- *it can be viewed as a social role or character of a person.Faculty of Computer Science UAIC Iasi, Romania KEOD 2012
  25. 25. IN PRACTICE … • Using the obtained information from the personas document in order to replicate the desired context • The context has a direct impact on the user performance on certain tasksFaculty of Computer Science UAIC Iasi, Romania KEOD 2012
  26. 26. FUTURE WORK • Automate the process of preparing the personas document • Automatically validate persona information against real user information • Automatically select human (based on social network profile) for user testing/usability testingFaculty of Computer Science UAIC Iasi, Romania KEOD 2012
  27. 27. CONCLUSIONS • We developed • an HTML5 template for Personas • several Microdata Schemas • PersonasOnto ontology • These vocabularies open new possibilities regarding: • automatically validation and generation of personas • linking the data extracted with other data in the spirit of Linked Data initiativeFaculty of Computer Science UAIC Iasi, Romania KEOD 2012
  28. 28. RESOURCES Personas Template: • http://blankdots.com/open/personas/ Proposed Personas and Usability Testing extensions to schema.org • http://blankdots.com/open/schema/ PersonasOnto • http://blankdots.com/open/personasonto.owl PersonasOnto documentation using LODE service • http://tinyurl.com/personasontoFaculty of Computer Science UAIC Iasi, Romania KEOD 2012
  29. 29. THANK YOU Stefan Negru • stefan.negru@info.uaic.ro • http://blankdots.comFaculty of Computer Science UAIC Iasi, Romania KEOD 2012

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