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The users at the end of the mouse - using the 3As to model personas
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The users at the end of the mouse - using the 3As to model personas


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  • That was really interesting. It's getting quite creepy with how much information and demographics are out there when it comes to customer reporting. It actually makes you think that turning a profit on ad campaigns shouldn't be that hard when you can pick and choose your exact audience.
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  • STYLISTICALLY: The initial silhouettes of the participants were imaginatively stimulating. It was very interesting to discover how my assumptions did not match the silhouettes actual identities (on slide 15)
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  • EDUCATIONALLY: The discussion about the crossroads of “attitude” “aptitude” and “ability” was helpful. Good use of clear examples. Very well thought-out presentation, thanks for sharing.
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  • Hi, Are you well?
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  • Very attractive... Thanks for sharing.
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  • 1. Users:those mysterious creatures at theother end of the mousePersona modeler@danachis
  • 2. MatthewAttorneyHouse in BrooklynMarriedLoves his BlackberryHates emailReads NYTimes on iPadAddicted to Words With Friends
  • 3. Buying tickets on auniversity web sitefor the Big Game
  • 4. EdithFollows Detroit TigersHates ESPN.comLoves face-to-face online
  • 5. DennisBuilding contractorCell phone is for calling homeVery tuned in to current eventsSees no usefulness in FacebookRecently more absent-mindedDifficulty doing standard calculations
  • 6. Jane1,000-acre farmTweets soil chemical readingsTablet instrumented to aggregate data
  • 7. • Personas: Archetypal users ‣ Composites of real users ‣ Function or task-based
  • 8. 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:
  • 9. What can we say about how persistent the person is?
  • 10. How pro-active will this person be in solving problems?
  • 11. How easily will this person become frustrated?
  • 12. How tech savvy is this person?
  • 13. How literate is this person in the domain?
  • 14. Little data, lots of assumptions
  • 15. How old are they? 54 83 28 60Matthew Edith Dennis JaneBlackberry-loving Facebookwhat? Farmer nerdBrooklyn attorney Hangouts fan
  • 16. How old are they? How educated are they?How much money do they make?
  • 17. These don’t matter.
  • 18. If demographics don’t matter, what do you do?
  • 19. 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
  • 20. • Attitude motivation, emotion, risk tolerance, persistence, optimism or pessimism• Aptitude current knowledge, ability to make inferences, expertise• Ability physical and cognitive attributes
  • 21. ! Persona modeler
  • 22. Persona modeler is a technique‣ Focus on the attributes that matter‣ Accounting for what the user brings to the design‣ Adjustable to context, relationships, domain
  • 23. Persona modeler is a tool‣ Framework to think about provisional or proto-personas (little or no data)‣ Schema to evaluate existing personas’ strength of coverage
  • 24. Persona modeler is a collaboration tool‣ Do our personas cover all the right attributes?‣ Have we heard from all the users we need to hear from?
  • 25. Task +functionality Buying tickets on auniversity web site for theBig GameHome or visitor?Suites or Varsity Club?Student section?Drunk girls section?
  • 26. 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?
  • 27. Ask the right questions• Which one is the most tech savvy - 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? Or who will call the 800 number to order rather than using the web site?• Who will have the most advanced tech vocabulary when they do call for support?
  • 28. 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
  • 29. M M M! Where does Matthew fit?
  • 30. EdithAvid sports fanFollows Detroit TigersHates ESPN.comLoves face-to-face onlinePicked up Skype early, quicklyPrefers Google HangoutsDropped FaceTime - gestures were frustrating
  • 31. E E E! Where does Edith fit?
  • 32. DennisBuilding contractorMarried to a nurseThey have 2 kids8-year-old cell phoneGets current events on the WebSees no usefulness in FacebookTrouble sleeping, easily distractedIraq + Afganistan: Blunt Force Brain Trauma
  • 33. D D D! Where does Dennis fit?
  • 34. Jane1,000-acre farm12 different systems every dayTweets soil chemical readingsSmartphone alerts from exchangesTablet instrumented to aggregate dataMinimized manual inputArthritic thumbsNeeds stronger progressive lenses
  • 35. J J J! Where does Jane fit?
  • 36. D M E J DM E J MJ D E! Persona modeling
  • 37. How dodesigndecisionschange withtheseattributes?
  • 38. Subtlety ofaffordancesSize of targetsDirectness of thehappy pathFeedback modalitiesLabeling & triggerwordsAmount of copyWording ofinstructions &messages
  • 39. If you had this tool, what would you do next?What would be different for your design?
  • 40. Persona modeler• Designing for attitude, aptitude, & ability• Accounting for what the user brings to the design• Checking that personas cover the right things
  • 41. 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
  • 42. Where to learn moreDana’s blog: templates, examples, and links toother resources from
  • 43. DanaChisnelldana@usabilityworks.netwww.usabilityworks.net415.519.1148@danachis