Seeing audiences take shapePersona modeler@danachis
MatthewAttorneyHouse in BrooklynMarriedLoves his BlackberryHates emailReads NYTimes on iPadAddicted to Words With Friends
Buying tickets on auniversity web sitefor the Big Game
EdithFollows Detroit TigersHates ESPN.comLoves face-to-face online
DennisBuilding contractorCell phone is for calling homeVery tuned in to current eventsSees no usefulness in Facebook
Jane1,000-acre farmTweets soil chemical readingsTablet instrumented to aggregate data
You: Designer            How do these people fit into your            audience?            Think about each of the people a...
What can we say about how  persistent the person is?
How pro-active will this person      be in solving problems?
How easily will this person     become frustrated?
How tech savvy is this person?
How literate is this person in                 the domain?
Little data, lots of assumptions
How old are they?      54                 83                28              60Matthew             Edith             Dennis...
How old are they?       How educated are they?How much money do they make?
These don’t matter.
If demographics don’t matter, what do you do?
Ask the right questions• persistence with tech• tolerance for risk & experimentation• how patient, how easily frustrated• ...
• Attitude motivation, emotion, risk tolerance, persistence, optimism or pessimism• Aptitude current knowledge, ability to...
!    Persona modeler
Persona modeler is a tool‣ Focus on the attributes that matter‣ Accounting for what the user brings to the design‣ Checkin...
Task +functionality	Buying tickets on auniversity web site for theBig Game
MatthewAttorneyHouse in Brooklyn, marriedAssistant books reservationsLoves his BlackberryHates emailReads NYTimes on iPadA...
M            M                 M!    Where does Matthew fit?
EdithAvid sports fanFollows Detroit TigersHates ESPN.comLoves face-to-face onlinePicked up Skype early, quicklyPrefers Goo...
E                 E          E!    Where does Edith fit?
DennisBuilding contractorMarried to a nurseThey have 2 kids8-year-old cell phoneGets current events on the WebSees no usef...
D                D    D!        Where does Dennis fit?
Jane1,000-acre farm12 different systems every dayTweets soil chemical readingsSmartphone alerts from exchangesTablet instr...
J                    J              J!    Where does Jane fit?
D M        E J         DM        E J    D     E   MJ!        Persona modeling
How dodesigndecisionschange withtheseattributes?
Subtlety ofaffordancesSize of targetsDirectness of thehappy pathFeedback modalitiesLabeling & triggerwordsAmount of copyWo...
What would you do next if you had this tool?What would be different for your design?
Persona modeler• Designing for attitude, aptitude, & ability• Accounting for what the user brings to the design• Checking ...
Big ideasPersona modeler: fast way to visualize users byasking important questions framework for talking about who users a...
Where to learn moreDana’s blog:http://usabilitytestinghowto.blogspot.com/Download templates, examples, and links toother r...
DanaChisnelldana@usabilityworks.netwww.usabilityworks.net415.519.1148@danachis
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This is a talk I gave for the first time at UPA Boston in May 2012. It's about a model I've been using to understand users for several years. What will you do with this tool?

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  1. 1. Seeing audiences take shapePersona modeler@danachis
  2. 2. MatthewAttorneyHouse in BrooklynMarriedLoves his BlackberryHates emailReads NYTimes on iPadAddicted to Words With Friends
  3. 3. Buying tickets on auniversity web sitefor the Big Game
  4. 4. EdithFollows Detroit TigersHates ESPN.comLoves face-to-face online
  5. 5. DennisBuilding contractorCell phone is for calling homeVery tuned in to current eventsSees no usefulness in Facebook
  6. 6. Jane1,000-acre farmTweets soil chemical readingsTablet instrumented to aggregate data
  7. 7. You: Designer How do these people fit into your audience? Think about each of the people as you answer these questions:
  8. 8. What can we say about how persistent the person is?
  9. 9. How pro-active will this person be in solving problems?
  10. 10. How easily will this person become frustrated?
  11. 11. How tech savvy is this person?
  12. 12. How literate is this person in the domain?
  13. 13. Little data, lots of assumptions
  14. 14. How old are they? 54 83 28 60Matthew Edith Dennis JaneBlackberry-loving ESPN.com-hating Facebookwhat? Farmer nerdBrooklyn attorney Hangouts fan
  15. 15. How old are they? How educated are they?How much money do they make?
  16. 16. These don’t matter.
  17. 17. If demographics don’t matter, what do you do?
  18. 18. Ask the right questions• persistence with tech• tolerance for risk & experimentation• how patient, how easily frustrated• tech savviness, expertise• strength of tech vocabulary• physical or cognitive abilities
  19. 19. • Attitude motivation, emotion, risk tolerance, persistence, optimism or pessimism• Aptitude current knowledge, ability to make inferences, expertise• Ability physical and cognitive attributes
  20. 20. ! Persona modeler
  21. 21. Persona modeler is a tool‣ Focus on the attributes that matter‣ Accounting for what the user brings to the design‣ Checking that personas cover the right things‣ Scales for the amount of data you have
  22. 22. Task +functionality Buying tickets on auniversity web site for theBig Game
  23. 23. MatthewAttorneyHouse in Brooklyn, marriedAssistant books reservationsLoves his BlackberryHates emailReads NYTimes on iPadAddicted to Words With FriendsDoesn’t spend a lot of time on the WebAvid hiker and birderBad kneesNeeds Rx eyepiece for scope
  24. 24. M M M! Where does Matthew fit?
  25. 25. EdithAvid sports fanFollows Detroit TigersHates ESPN.comLoves face-to-face onlinePicked up Skype early, quicklyPrefers Google HangoutsDropped FaceTime - gestures were frustrating
  26. 26. E E E! Where does Edith fit?
  27. 27. DennisBuilding contractorMarried to a nurseThey have 2 kids8-year-old cell phoneGets current events on the WebSees no usefulness in FacebookTrouble sleeping, easily distractedPTSD
  28. 28. D D D! Where does Dennis fit?
  29. 29. Jane1,000-acre farm12 different systems every dayTweets soil chemical readingsSmartphone alerts from exchangesTablet instrumented to aggregate dataMinimized manual inputArthritic thumbsNeeds stronger progressive lenses
  30. 30. J J J! Where does Jane fit?
  31. 31. D M E J DM E J D E MJ! Persona modeling
  32. 32. How dodesigndecisionschange withtheseattributes?
  33. 33. Subtlety ofaffordancesSize of targetsDirectness of thehappy pathFeedback modalitiesLabeling & triggerwordsAmount of copyWording ofinstructions &messages
  34. 34. What would you do next if you had this tool?What would be different for your design?
  35. 35. Persona modeler• Designing for attitude, aptitude, & ability• Accounting for what the user brings to the design• Checking that personas cover the right things
  36. 36. Big ideasPersona modeler: fast way to visualize users byasking important questions framework for talking about who users are can tell which users might be missing works with any amount of data middle ground between demographics and research-based personas
  37. 37. Where to learn moreDana’s blog:http://usabilitytestinghowto.blogspot.com/Download templates, examples, and links toother resources from www.wiley.com/go/usabilitytesting
  38. 38. DanaChisnelldana@usabilityworks.netwww.usabilityworks.net415.519.1148@danachis
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