Using personas to designbetter election web sites@danachis
MatthewAttorneyMarriedLoves his BlackberryHates emailReads NYTimes on iPadAddicted to Words With Friends
Find where to votein the next election
EdithFollows Detroit TigersHates ESPN.comLoves face-to-face online
DennisBuilding contractorCell phone is for calling homeVery tuned in to current eventsSees no usefulness in FacebookRecent...
Jane1,000-acre farmTweets soil chemical readingsTablet instrumented to aggregate data
Personas: Archetypal users‣ Composites of real users‣ Function or task-based
You: designer & developer            How do you design for these people            based on what you know?            Thin...
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?
Persona modeleraccounts for what the user brings to the designis a framework for personashelps teams evaluate the strength...
Ask the right questions• persistence with tech• tolerance for risk & experimentation• how patient, how easily frustrated• ...
• Attitude motivation, emotion, risk tolerance, trust, persistence, optimism or pessimism• Aptitude current knowledge, abi...
!    Persona modeler
Task +functionality	Find out where to voteNew to the area?Dropping a vote-by-mail ballot?Early voting?
Ask the right questions• Who is the most persistent when it comes to working  with technology?• Who is the most likely to ...
Ask the right questions• Which one is the most tech savvy - expert? Which one  strikes you as the least tech savvy?• Which...
MatthewAttorneyHouse in St Paul, marriedAssistant books reservationsLoves his BlackberryHates emailReads NYTimes on iPadAd...
M            M                 M!    Where does Matthew fit?
EdithAvid sports fanLives in Miami, votes in RochesterFollows Detroit TigersHates ESPN.comLoves face-to-face onlinePicked ...
E                 E          E!    Where does Edith fit?
DennisBuilding contractor in DuluthMarried to a nurseThey have 2 kids8-year-old cell phoneGets current events on the WebSe...
D                D    D!        Where does Dennis fit?
Jane1,000-acre farm in Dillworth12 different systems every dayTweets soil chemical readingsSmartphone alerts from exchange...
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...
Subtlety ofaffordancesSize of targetsDirectness of thehappy pathFeedback modalitiesLabeling & triggerwordsAmount of copyWo...
Writing instructions voters understand1. Explain how to vote2. Put instructions where voters need them3. Help voters preve...
1. Explain how to vote2. Put instructions where voters   need them3. Help voters prevent making   errors4. Write short sen...
If you had this tool, what would you do next?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...
Field Guides seriesResearch          Research          SOP and Usability   Researchcommissioned by   commissioned by   and...
Coming soonEffective election Delivering useful Effective design          Designing multi-department         voter educati...
Field GuidesTo Ensuring Voter Intentcivicdesigning.org       /fieldguides
DanaChisnelldana@usabilityworks.netwww.usabilityworks.net415.519.1148@danachis
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Using voter personas to understand who is coming to your election department web site

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Using voter personas to understand who is coming to your election department web site

  1. 1. Using personas to designbetter election web sites@danachis
  2. 2. MatthewAttorneyMarriedLoves his BlackberryHates emailReads NYTimes on iPadAddicted to Words With Friends
  3. 3. Find where to votein the next election
  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 FacebookRecently more absent-mindedDifficulty doing standard calculations
  6. 6. Jane1,000-acre farmTweets soil chemical readingsTablet instrumented to aggregate data
  7. 7. Personas: Archetypal users‣ Composites of real users‣ Function or task-based
  8. 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. 9. What can we say about how persistent the person is?
  10. 10. How pro-active will this person be in solving problems?
  11. 11. How easily will this person become frustrated?
  12. 12. How tech savvy is this person?
  13. 13. How literate is this person in the domain?
  14. 14. Little data, lots of assumptions
  15. 15. How old are they? 54 83 28 60Matthew Edith Dennis JaneBlackberry-loving ESPN.com-hating Facebookwhat? Farmer nerdSt Paul attorney Hangouts fan
  16. 16. How old are they? How educated are they?How much money do they make?
  17. 17. These don’t matter.
  18. 18. If demographics don’t matter, what do you do?
  19. 19. Persona modeleraccounts for what the user brings to the designis a framework for personashelps teams evaluate the strength of their knowledgeabout users
  20. 20. 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
  21. 21. • Attitude motivation, emotion, risk tolerance, trust, persistence, optimism or pessimism• Aptitude current knowledge, ability to make inferences, expertise• Ability physical and cognitive attributes
  22. 22. ! Persona modeler
  23. 23. Task +functionality Find out where to voteNew to the area?Dropping a vote-by-mail ballot?Early voting?
  24. 24. 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?
  25. 25. Ask the right questions• Which one is the most tech savvy - expert? Which one strikes you as the least tech savvy?• Which one is the most likely to call the office to help them get out of some tech pickle? Or who will call the office rather than using the web site?• Who will have the most advanced tech vocabulary when they do call for support?
  26. 26. MatthewAttorneyHouse in St Paul, 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
  27. 27. M M M! Where does Matthew fit?
  28. 28. EdithAvid sports fanLives in Miami, votes in RochesterFollows Detroit TigersHates ESPN.comLoves face-to-face onlinePicked up Skype early, quicklyPrefers Google HangoutsDropped FaceTime - gestures were frustrating
  29. 29. E E E! Where does Edith fit?
  30. 30. DennisBuilding contractor in DuluthMarried 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
  31. 31. D D D! Where does Dennis fit?
  32. 32. Jane1,000-acre farm in Dillworth12 different systems every dayTweets soil chemical readingsSmartphone alerts from exchangesTablet instrumented to aggregate dataMinimized manual inputArthritic thumbsNeeds stronger progressive lenses
  33. 33. J J J! Where does Jane fit?
  34. 34. D M E J DM E J D E MJ! Persona modeling
  35. 35. How dodesigndecisionschange withtheseattributes?
  36. 36. Subtlety ofaffordancesSize of targetsDirectness of thehappy pathFeedback modalitiesLabeling & triggerwordsAmount of copyWording ofinstructions &messages
  37. 37. Subtlety ofaffordancesSize of targetsDirectness of thehappy pathFeedback modalitiesLabeling & triggerwordsAmount of copyWording ofinstructions &messages
  38. 38. Writing instructions voters understand1. Explain how to vote2. Put instructions where voters need them3. Help voters prevent making errors4. Write short sentences5. Use short, simple, everyday words6. Use active voice7. Write in the positive8. Instructions with multiple steps should be numbered9. Keep paragraphs short10. Separate paragraphs with a space
  39. 39. 1. Explain how to vote2. Put instructions where voters need them3. Help voters prevent making errors4. Write short sentences5. Use short, simple, everyday words6. Use active voice7. Write in the positive8. Instructions with multiple steps should be numbered9. Keep paragraphs short10.Separate paragraphs with a space
  40. 40. If you had this tool, what would you do next?What would be different for your design?
  41. 41. Persona modeler• Designing for attitude, aptitude, & ability• Accounting for what the user brings to the design• Checking that personas cover the right things
  42. 42. 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
  43. 43. Field Guides seriesResearch Research SOP and Usability Researchcommissioned by commissioned by and Civic Life commissioned byEAC NIST Project NIST
  44. 44. Coming soonEffective election Delivering useful Effective design Designing multi-department voter education for vote-by-mail language ballotsweb sites Research partially Research partially Funding yet to be Funding yet to be funded by funded by secured secured Kickstarter Kickstarter
  45. 45. Field GuidesTo Ensuring Voter Intentcivicdesigning.org /fieldguides
  46. 46. DanaChisnelldana@usabilityworks.netwww.usabilityworks.net415.519.1148@danachis
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