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  1. 1. Personas Information Architecture
  2. 2. Personas <ul><li>Is a practical tool for interaction analysis. </li></ul><ul><ul><li>Personas help in defining the needs of the users of a given system and designing the system’s functionality from the point of view of a real user. </li></ul></ul>
  3. 3. What are Personas? <ul><li>Hypothetical (not real people) </li></ul><ul><li>Very specific (name, picture, background, goals) </li></ul><ul><li>They are not just job descriptions </li></ul>
  4. 4. Example <ul><li>Select a few key personas </li></ul><ul><li>The goals of these personas form the basis for the design of the system. </li></ul>
  5. 5. How to create Personas? <ul><li>Summarize findings of your research </li></ul><ul><ul><li>List your user’s goals and try to find patterns </li></ul></ul><ul><ul><ul><li>Technical know-how of user base </li></ul></ul></ul><ul><ul><ul><li>Age range, gender distribution (demographics) </li></ul></ul></ul><ul><ul><ul><li>Work flow </li></ul></ul></ul><ul><ul><ul><li>Usage patterns (your product and competitors) </li></ul></ul></ul><ul><ul><ul><li>Social patterns (how do they relate to family, friends etc) </li></ul></ul></ul><ul><ul><ul><li>Competitors product the user base is interested in </li></ul></ul></ul><ul><ul><ul><li>Non-competing products </li></ul></ul></ul><ul><ul><ul><li>Common gripes </li></ul></ul></ul><ul><ul><ul><li>Whish lists </li></ul></ul></ul><ul><ul><ul><li>Psychographics (moral values and cultural background) </li></ul></ul></ul>
  6. 6. How to create Personas? <ul><li>Information collected for your personas must be: </li></ul><ul><ul><li>Specific: each piece of information should be as precise as possible </li></ul></ul><ul><ul><ul><ul><li>“ Users like it to be easy” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>“ Users need to be able to complete the process in a half hour” </li></ul></ul></ul></ul>
  7. 7. How to create Personas? <ul><li>Information collected for your personas must be: </li></ul><ul><ul><li>Relevant: Relevant to your product not to everything on the web </li></ul></ul><ul><ul><ul><ul><li>“ Users like free stuff” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>“ Many users request free evaluation periods to know if paying will be worth it” </li></ul></ul></ul></ul>
  8. 8. How to create Personas? <ul><li>Information collected for your personas must be: </li></ul><ul><ul><li>Universal: Find things that are true for the entire site. </li></ul></ul><ul><ul><ul><ul><li>“ Users couldn’t find the submit button on the checkout page” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>“ We have a type of user who knows what he wants already and needs a way to speed through finding and buying” </li></ul></ul></ul></ul>
  9. 9. How to create Personas? <ul><li>Brainstorming section </li></ul><ul><ul><li>Invite stakeholders </li></ul></ul><ul><ul><li>Thing in terms of: Why do people use our product? How do they use it? </li></ul></ul><ul><ul><li>List characteristics of of your users </li></ul></ul><ul><ul><li>Combine characteristics and refine your personas </li></ul></ul><ul><ul><li>Create as many personas as the group feels it is needed to represent the user base </li></ul></ul>
  10. 10. How to create Personas? <ul><li>Prioritize and select Personas </li></ul><ul><ul><li>Primary </li></ul></ul><ul><ul><li>Secondary </li></ul></ul><ul><ul><li>Complementary </li></ul></ul><ul><li>Depending on the size you should reduce the total number of personas down to three to five. </li></ul>
  11. 11. How to create Personas? <ul><ul><li>Primary personas: common user types that are important to the business success of the product and needy from a design point of view: </li></ul></ul><ul><ul><ul><li>Beginner users </li></ul></ul></ul><ul><ul><ul><li>Technologically challenged users </li></ul></ul></ul><ul><ul><li>Each primary persona might need its own interface </li></ul></ul>
  12. 12. How to create Personas? <ul><ul><li>Secondary personas: power users that are less valuable for the business but cost a lot to support: </li></ul></ul><ul><ul><ul><li>Should be very different from primary personas </li></ul></ul></ul><ul><ul><li>Secondary personas use the same interface as primary personas but has special needs that should be taken into account during the design </li></ul></ul>
  13. 13. How to create Personas? <ul><ul><li>Complementary Personas: a user that has radically different needs and might need specialized design of her own. </li></ul></ul><ul><ul><ul><li>These users show us another side of the product that we might not have seen otherwise </li></ul></ul></ul>
  14. 14. How to create Personas? <ul><li>Make personas into real people: </li></ul><ul><ul><li>Initially you will have: </li></ul></ul><ul><ul><ul><li>Scott Seamus/ 20/ male/ single/ Schaumburg, IL </li></ul></ul></ul><ul><ul><ul><li>Sarah Carlson/ 26/ female/ married/ Washington, DC. </li></ul></ul></ul>