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Persona modeler
 

Persona modeler

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    Persona modeler Persona modeler Presentation Transcript

    • Persona Modeler Revealing who is coming to your site Dana Chisnell @danachis #makingsense 1Friday, March 1, 13
    • MatthewFriday, March 1, 13
    • Matthew Attorney House in Tel Aviv Married Loves his Blackberry Hates email Reads NYTimes on iPad Addicted to Words With FriendsFriday, March 1, 13
    • Buying tickets on a university web site for the Big GameFriday, March 1, 13
    • EdithFriday, March 1, 13
    • Edith Follows American sports, especially baseball Hates ESPN.com Loves face-to-face onlineFriday, March 1, 13
    • DennisFriday, March 1, 13
    • Dennis Building contractor Cell phone is for calling home Very tuned in to current events Sees no usefulness in Facebook Recently more absent-minded Difficulty doing standard calculationsFriday, March 1, 13
    • JaneFriday, March 1, 13
    • Jane 1,000-acre farm Tweets soil chemical readings Tablet instrumented to aggregate dataFriday, March 1, 13
    • You: designer & developerFriday, March 1, 13
    • You: designer & developer How do you design for these people based on what you know?Friday, March 1, 13
    • You: designer & developer How do you design for these people based on what you know?Friday, March 1, 13
    • You: designer & developer How do you design for these people based on what you know? Think about each of the people as you answer these questions:Friday, March 1, 13
    • What can we say about how persistent the person is?Friday, March 1, 13
    • How pro-active will this person be in solving problems?Friday, March 1, 13
    • How easily will this person become frustrated?Friday, March 1, 13
    • How tech savvy is this person?Friday, March 1, 13
    • How literate is this person in the domain?Friday, March 1, 13
    • Little data, lots of assumptionsFriday, March 1, 13
    • How old are they?Friday, March 1, 13
    • How old are they? Matthew Blackberry-loving attorneyFriday, March 1, 13
    • How old are they? 54 Matthew Blackberry-loving attorneyFriday, March 1, 13
    • How old are they? 54 Matthew Edith Blackberry-loving ESPN.com-hating attorney Hangouts fanFriday, March 1, 13
    • How old are they? 54 83 Matthew Edith Blackberry-loving ESPN.com-hating attorney Hangouts fanFriday, March 1, 13
    • How old are they? 54 83 Matthew Edith Dennis Blackberry-loving ESPN.com-hating Facebookwhat? attorney Hangouts fanFriday, March 1, 13
    • How old are they? 54 83 28 Matthew Edith Dennis Blackberry-loving ESPN.com-hating Facebookwhat? attorney Hangouts fanFriday, March 1, 13
    • How old are they? 54 83 28 Matthew Edith Dennis Jane Blackberry-loving ESPN.com-hating Facebookwhat? Farmer nerd attorney Hangouts fanFriday, March 1, 13
    • How old are they? 54 83 28 60 Matthew Edith Dennis Jane Blackberry-loving ESPN.com-hating Facebookwhat? Farmer nerd attorney Hangouts fanFriday, March 1, 13
    • Friday, March 1, 13
    • How old are they? How educated are they? How much money do they make?Friday, March 1, 13
    • These don’t matter.Friday, March 1, 13
    • If demographics don’t matter, what do you do?Friday, March 1, 13
    • Ask the right questionsFriday, March 1, 13
    • 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 abilitiesFriday, March 1, 13
    • Friday, March 1, 13
    • • Attitude motivation, emotion, risk tolerance, persistence, optimism or pessimismFriday, March 1, 13
    • • Attitude motivation, emotion, risk tolerance, persistence, optimism or pessimism • Aptitude current knowledge, ability to make inferences, expertiseFriday, March 1, 13
    • • Attitude motivation, emotion, risk tolerance, persistence, optimism or pessimism • Aptitude current knowledge, ability to make inferences, expertise • Ability physical and cognitive attributesFriday, March 1, 13
    • ! A3Friday, March 1, 13
    • Technique ‣ Focus on the attributes that matter ‣ Account for what the user brings to the design ‣ Adjustable to context, relationships, domainFriday, March 1, 13
    • Tool ‣ Framework to think about provisional or proto- personas (little or no data) ‣ Schema to evaluate existing personas’ strength of coverageFriday, March 1, 13
    • Collaboration tool ‣ Do our personas cover all the right attributes? ‣ Have we heard from all the users we need to hear from?Friday, March 1, 13
    • Task + functionality Friday, March 1, 13
    • Task + functionality Friday, March 1, 13
    • Task + functionality Buying tickets on a university web site for the Big GameFriday, March 1, 13
    • Task + functionality Buying tickets on a university web site for the Big Game Home or visitor?Friday, March 1, 13
    • Task + functionality Buying tickets on a university web site for the Big Game Home or visitor? Suites or Varsity Club?Friday, March 1, 13
    • Task + functionality Buying tickets on a university web site for the Big Game Home or visitor? Suites or Varsity Club? Student section?Friday, March 1, 13
    • Task + functionality Buying tickets on a university web site for the Big Game Home or visitor? Suites or Varsity Club? Student section? Drunk girls section?Friday, March 1, 13
    • Ask the right questionsFriday, March 1, 13
    • Ask the right questions • Who is the most persistent when it comes to working with technology?Friday, March 1, 13
    • Ask the right questions • Who is the most persistent when it comes to working with technology? • Who is the most likely to experiment and create workarounds when something doesn’t work the way they expect?Friday, March 1, 13
    • Ask the right questions • Who is the most persistent when it comes to working with technology? • Who is the most likely to experiment and create workarounds when something doesn’t work the way they expect? • Who do you think will give up when they encounter frustrations out of impatience?Friday, March 1, 13
    • Ask the right questionsFriday, March 1, 13
    • Ask the right questions • Which one has the most tech expertise? Which one strikes you as the least tech savvy?Friday, March 1, 13
    • Ask the right questions • Which one has the most tech expertise? Which one strikes you as the least tech savvy? • Which one is the most likely to call tech support to help them get out of some tech pickle?Friday, March 1, 13
    • Ask the right questions • Which one has the most tech expertise? Which one strikes you as the least tech savvy? • Which one is the most likely to call tech support to help them get out of some tech pickle? • Who will have the most advanced tech vocabulary when they do call for support?Friday, March 1, 13
    • MatthewFriday, March 1, 13
    • Matthew Attorney House in Tel Aviv, married Assistant books reservations Loves his Blackberry Hates email Reads NYTimes on iPad Addicted to Words With Friends Doesn’t spend a lot of time on the Web Avid hiker and birder Bad knees Needs Rx eyepiece for scopeFriday, March 1, 13
    • ! Where does Matthew fit?Friday, March 1, 13
    • M ! Where does Matthew fit?Friday, March 1, 13
    • M M ! Where does Matthew fit?Friday, March 1, 13
    • M M M ! Where does Matthew fit?Friday, March 1, 13
    • EdithFriday, March 1, 13
    • Edith Avid sports fan Follows Detroit Tigers Hates ESPN.com Loves face-to-face online Picked up Skype early, quickly Prefers Google Hangouts Dropped FaceTime - gestures were frustratingFriday, March 1, 13
    • ! Where does Edith fit?Friday, March 1, 13
    • E ! Where does Edith fit?Friday, March 1, 13
    • E E ! Where does Edith fit?Friday, March 1, 13
    • E E E ! Where does Edith fit?Friday, March 1, 13
    • DennisFriday, March 1, 13
    • Dennis Building contractor Married to a nurse They have 2 kids 8-year-old cell phone Gets current events on the Web Sees no usefulness in Facebook Trouble sleeping, easily distracted Served in the military: Blunt Force Brain TraumaFriday, March 1, 13
    • ! Where does Dennis fit?Friday, March 1, 13
    • D ! Where does Dennis fit?Friday, March 1, 13
    • D D ! Where does Dennis fit?Friday, March 1, 13
    • D D D ! Where does Dennis fit?Friday, March 1, 13
    • JaneFriday, March 1, 13
    • Jane 1,000-acre farm 12 different systems every day Tweets soil chemical readings Smartphone alerts from exchanges Tablet instrumented to aggregate data Minimized manual input Arthritic thumbs Needs stronger progressive lensesFriday, March 1, 13
    • ! Where does Jane fit?Friday, March 1, 13
    • J ! Where does Jane fit?Friday, March 1, 13
    • J J ! Where does Jane fit?Friday, March 1, 13
    • J J J ! Where does Jane fit?Friday, March 1, 13
    • ! A3 Persona modelingFriday, March 1, 13
    • M M M ! A3 Persona modelingFriday, March 1, 13
    • M E M E E M ! A3 Persona modelingFriday, March 1, 13
    • D M E DM E D E M ! A3 Persona modelingFriday, March 1, 13
    • D M E J DM E J MJ D E ! A3 Persona modelingFriday, March 1, 13
    • How do design decisions change with these attributes?Friday, March 1, 13
    • How do design decisions change with these attributes?Friday, March 1, 13
    • Friday, March 1, 13
    • Subtlety of affordances Size of targets Directness of the happy path Feedback modalities Labeling & trigger words Amount of copy Wording of instructions & messagesFriday, March 1, 13
    • Friday, March 1, 13
    • If you had this tool, what would you do next?Friday, March 1, 13
    • If you had this tool, what would you do next? What would be different for your design?Friday, March 1, 13
    • A3 Persona modelerFriday, March 1, 13
    • A3 Persona modeler • Designing for attitude, aptitude, & ability • Accounting for what the user brings to the design • Checking that personas cover the right thingsFriday, March 1, 13
    • Big ideasFriday, March 1, 13
    • Big ideas Persona modeler: fast way to visualize users by asking 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 personasFriday, March 1, 13
    • Where to learn more Dana’s blog: http:// usabilitytesting.wordpress.com Download templates, examples, and links to other resources from www.wiley.com/go/usabilitytestingFriday, March 1, 13
    • Dana Chisnell dana@usabilityworks.net www.usabilityworks.net 415.519.1148 @danachisFriday, March 1, 13