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 ESPN.com-hating 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:http://usabilitytestinghowto.blogspot.com/Download templates, examples, and links toother resources from www.wiley.com/go/usabilitytesting