Personas 2.0 <ul><li>Jeroen Vanattenhoven </li></ul>An enjoyable way to communicate your user data inside an organization
Overview What are we going to do today?
Overview <ul><li>Introduction to UCD – HCI </li></ul><ul><li>Introduction to User and Task analysis </li></ul><ul><li>Pers...
Overview <ul><li>Introduction to UCD – HCI </li></ul><ul><li>Introduction to User and Task analysis </li></ul><ul><li>Pers...
Introduction to UCD - HCI User-Centered Design – Human-Computer Interaction
Introduction to UCD - HCI <ul><li>Human-Computer Interaction </li></ul><ul><ul><li>Study all aspects that relate to and in...
Overview <ul><li>Introduction to UCD – HCI </li></ul><ul><li>Introduction to User and Task analysis </li></ul><ul><li>Pers...
Introduction to User and Task analysis User and Task analysis
Introduction to User and Task analysis <ul><li>Acquire insight in how users work </li></ul><ul><li>3 pillars </li></ul><ul...
<ul><li>Who are the users? </li></ul><ul><ul><li>Personal Characteristics </li></ul></ul><ul><ul><ul><li>Age </li></ul></u...
<ul><li>What do users do…? </li></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><ul><li>What goals do users currently have? ...
Introduction to User and Task analysis <ul><li>Interviews </li></ul><ul><li>Surveys </li></ul><ul><li>Observations </li></...
Overview <ul><li>Introduction to UCD – HCI </li></ul><ul><li>Introduction to User and Task analysis </li></ul><ul><li>Pers...
Personas What are Personas?
Personas <ul><li>What are Personas? </li></ul><ul><ul><li>Method </li></ul></ul><ul><ul><li>Representation  </li></ul></ul...
Personas <ul><li>Representation of end-users </li></ul><ul><ul><li>Personas are fictitious, specific, concrete representat...
Personas <ul><li>Method </li></ul><ul><ul><li>A method to get all stakeholders inside an organization focussed on the same...
Persona Process <ul><li>Creating Personas </li></ul><ul><ul><li>User research </li></ul></ul><ul><ul><li>Integrate data </...
Overview <ul><li>Introduction to UCD – HCI </li></ul><ul><li>Introduction to User and Task analysis </li></ul><ul><li>Pers...
Big Documents Do you enjoy reading 100+ page documents?
Big Documents <ul><li>Who likes to read 100+ page documents? </li></ul><ul><li>Documents </li></ul><ul><ul><li>About obser...
Overview <ul><li>Introduction to UCD – HCI </li></ul><ul><li>Introduction to User and Task analysis </li></ul><ul><li>Pers...
Creating Personas Different steps towards Personas
The Workshop – Creating Personas <ul><li>An overview (“Affinity Diagramming”) </li></ul>
Creating Personas <ul><li>Brainstorm about user groups </li></ul><ul><li>Convert factoids to post-its </li></ul><ul><li>Po...
2. Convert factoids to post-its
3. Post-its on the wall <ul><li>No order in the beginning </li></ul>
 / 20
 / 20
 / 20
6. Create skeletons & prioritize
Overview <ul><li>Introduction to UCD – HCI </li></ul><ul><li>Introduction to User and Task analysis </li></ul><ul><li>Pers...
Benefits Why use Personas?
Personas <ul><li>The benefit is (mainly) in the </li></ul><ul><ul><li>Process </li></ul></ul><ul><ul><li>Activity </li></u...
Overview <ul><li>Introduction to UCD – HCI </li></ul><ul><li>Introduction to User and Task analysis </li></ul><ul><li>Pers...
Methods Collaborative exercises using your design
Persona Walkthrough <ul><li>Gather all stakeholders </li></ul><ul><li>Put the design next to the Personas </li></ul><ul><l...
Feature Prioritization List <ul><li>To solve feature creep ( http:// en.wikipedia.org/wiki/Creeping_featurism ) </li></ul>
Feature Matrix <ul><li>Which features do </li></ul><ul><li>we implement first? </li></ul>
Moodboard <ul><li>Visual style </li></ul>
Overview <ul><li>Introduction to UCD – HCI </li></ul><ul><li>Introduction to User and Task analysis </li></ul><ul><li>Pers...
Personas 2.0 Using Web 2.0 to communicate Personas
Personas 2.0 <ul><li>When an organisation is spread geographically </li></ul><ul><li>Many people are already familiar with...
Personas 2.0
References <ul><li>“ The origin of Personas” (Cooper) </li></ul><ul><ul><li>http://www.cooper.com/insights/journal_of_desi...
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20080418 Friday Food - Personas 2.0

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  • The term Personas is used to point to two things: the method and the representation of the target users.
  • Transcript of "20080418 Friday Food - Personas 2.0"

    1. 1. Personas 2.0 <ul><li>Jeroen Vanattenhoven </li></ul>An enjoyable way to communicate your user data inside an organization
    2. 2. Overview What are we going to do today?
    3. 3. Overview <ul><li>Introduction to UCD – HCI </li></ul><ul><li>Introduction to User and Task analysis </li></ul><ul><li>Personas </li></ul><ul><ul><li>What </li></ul></ul><ul><ul><li>Big Documents </li></ul></ul><ul><ul><li>Creating Personas </li></ul></ul><ul><ul><li>Benefits </li></ul></ul><ul><ul><li>Methods </li></ul></ul><ul><ul><li>Personas 2.0 </li></ul></ul>
    4. 4. Overview <ul><li>Introduction to UCD – HCI </li></ul><ul><li>Introduction to User and Task analysis </li></ul><ul><li>Personas </li></ul><ul><ul><li>What </li></ul></ul><ul><ul><li>Big Documents </li></ul></ul><ul><ul><li>Creating Personas </li></ul></ul><ul><ul><li>Benefits </li></ul></ul><ul><ul><li>Methods </li></ul></ul><ul><ul><li>Personas 2.0 </li></ul></ul>
    5. 5. Introduction to UCD - HCI User-Centered Design – Human-Computer Interaction
    6. 6. Introduction to UCD - HCI <ul><li>Human-Computer Interaction </li></ul><ul><ul><li>Study all aspects that relate to and influence interaction between humans and computers in order to improve that interaction </li></ul></ul><ul><li>User-Centered Design (Process) </li></ul><ul><ul><li>Process in which the needs, wants, and limitations of the end user of an interface or document are given extensive attention at each stage of the design process (Wikipedia) </li></ul></ul><ul><ul><li>Analysis (User and Task) </li></ul></ul><ul><ul><li>Design </li></ul></ul><ul><ul><li>Evaluation </li></ul></ul>
    7. 7. Overview <ul><li>Introduction to UCD – HCI </li></ul><ul><li>Introduction to User and Task analysis </li></ul><ul><li>Personas </li></ul><ul><ul><li>What </li></ul></ul><ul><ul><li>Big Documents </li></ul></ul><ul><ul><li>Creating Personas </li></ul></ul><ul><ul><li>Benefits </li></ul></ul><ul><ul><li>Methods </li></ul></ul><ul><ul><li>Personas 2.0 </li></ul></ul>
    8. 8. Introduction to User and Task analysis User and Task analysis
    9. 9. Introduction to User and Task analysis <ul><li>Acquire insight in how users work </li></ul><ul><li>3 pillars </li></ul><ul><ul><li>Who are the users? (users) </li></ul></ul><ul><ul><li>What do they do…? (goals, means, tasks) </li></ul></ul><ul><ul><li>Where? (context) </li></ul></ul>
    10. 10. <ul><li>Who are the users? </li></ul><ul><ul><li>Personal Characteristics </li></ul></ul><ul><ul><ul><li>Age </li></ul></ul></ul><ul><ul><ul><li>Gender </li></ul></ul></ul><ul><ul><ul><li>IT-background </li></ul></ul></ul><ul><ul><ul><li>… </li></ul></ul></ul><ul><ul><li>Physical Characteristics </li></ul></ul><ul><ul><ul><li>Physical constraints </li></ul></ul></ul><ul><ul><ul><li>E.g. children <> senior citizens </li></ul></ul></ul><ul><ul><ul><li>(colour) blindness </li></ul></ul></ul><ul><ul><ul><li>… </li></ul></ul></ul>Introduction to User and Task analysis / 67
    11. 11. <ul><li>What do users do…? </li></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><ul><li>What goals do users currently have? </li></ul></ul></ul><ul><ul><ul><li>What is still lacking or desired? </li></ul></ul></ul><ul><ul><li>Means </li></ul></ul><ul><ul><ul><li>What do they currently use? </li></ul></ul></ul><ul><ul><ul><li>What do they know about (future) technologies? </li></ul></ul></ul><ul><ul><li>Tasks </li></ul></ul><ul><ul><ul><li>What tasks are currently performed? </li></ul></ul></ul><ul><ul><ul><li>How (which steps, order, problems, difficulties, duration…)? </li></ul></ul></ul>Introduction to User and Task analysis / 67
    12. 12. Introduction to User and Task analysis <ul><li>Interviews </li></ul><ul><li>Surveys </li></ul><ul><li>Observations </li></ul><ul><li>Diaries </li></ul><ul><li>Blogs </li></ul><ul><li>Customer support </li></ul><ul><li>Marketing </li></ul>
    13. 13. Overview <ul><li>Introduction to UCD – HCI </li></ul><ul><li>Introduction to User and Task analysis </li></ul><ul><li>Personas </li></ul><ul><ul><li>What </li></ul></ul><ul><ul><li>Big Documents </li></ul></ul><ul><ul><li>Creating Personas </li></ul></ul><ul><ul><li>Benefits </li></ul></ul><ul><ul><li>Methods </li></ul></ul><ul><ul><li>Personas 2.0 </li></ul></ul>
    14. 14. Personas What are Personas?
    15. 15. Personas <ul><li>What are Personas? </li></ul><ul><ul><li>Method </li></ul></ul><ul><ul><li>Representation </li></ul></ul><ul><ul><li>of target users </li></ul></ul>
    16. 16. Personas <ul><li>Representation of end-users </li></ul><ul><ul><li>Personas are fictitious, specific, concrete representations of target users that guide the design process (Cooper) </li></ul></ul><ul><ul><ul><li>Ficticious BUT based on data </li></ul></ul></ul><ul><ul><ul><li>Specific compared to user profiles </li></ul></ul></ul><ul><li>Represented by artefacts </li></ul><ul><ul><li>Documents </li></ul></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>Posters </li></ul></ul><ul><ul><li>… </li></ul></ul>
    17. 17. Personas <ul><li>Method </li></ul><ul><ul><li>A method to get all stakeholders inside an organization focussed on the same idea of who the end-users are </li></ul></ul><ul><ul><li>A usable way to communicate user research information </li></ul></ul><ul><li>Achieved by several, collaborative activities </li></ul><ul><ul><li>Workshops </li></ul></ul><ul><ul><li>Communication campaign </li></ul></ul><ul><ul><li>Design utilities </li></ul></ul>
    18. 18. Persona Process <ul><li>Creating Personas </li></ul><ul><ul><li>User research </li></ul></ul><ul><ul><li>Integrate data </li></ul></ul><ul><ul><li>Organize workshop </li></ul></ul><ul><li>Communicate inside the organization </li></ul><ul><ul><li>Communication campaign using artefacts </li></ul></ul><ul><li>Use Personas during design </li></ul><ul><ul><li>Persona Walkthrough </li></ul></ul><ul><ul><li>Feature Prioritization List </li></ul></ul><ul><ul><li>Feature Matrix </li></ul></ul><ul><ul><li>Moodboards </li></ul></ul>
    19. 19. Overview <ul><li>Introduction to UCD – HCI </li></ul><ul><li>Introduction to User and Task analysis </li></ul><ul><li>Personas </li></ul><ul><ul><li>What </li></ul></ul><ul><ul><li>Big Documents </li></ul></ul><ul><ul><li>Creating Personas </li></ul></ul><ul><ul><li>Benefits </li></ul></ul><ul><ul><li>Methods </li></ul></ul><ul><ul><li>Personas 2.0 </li></ul></ul>
    20. 20. Big Documents Do you enjoy reading 100+ page documents?
    21. 21. Big Documents <ul><li>Who likes to read 100+ page documents? </li></ul><ul><li>Documents </li></ul><ul><ul><li>About observations </li></ul></ul><ul><ul><li>About many people </li></ul></ul><ul><ul><li>With many details </li></ul></ul><ul><li>Personas are specific, concrete, personal </li></ul><ul><li>Film, Television, Novels => empathy </li></ul>
    22. 22. Overview <ul><li>Introduction to UCD – HCI </li></ul><ul><li>Introduction to User and Task analysis </li></ul><ul><li>Personas </li></ul><ul><ul><li>What </li></ul></ul><ul><ul><li>Big Documents </li></ul></ul><ul><ul><li>Creating Personas </li></ul></ul><ul><ul><li>Benefits </li></ul></ul><ul><ul><li>Methods </li></ul></ul><ul><ul><li>Personas 2.0 </li></ul></ul>
    23. 23. Creating Personas Different steps towards Personas
    24. 24. The Workshop – Creating Personas <ul><li>An overview (“Affinity Diagramming”) </li></ul>
    25. 25. Creating Personas <ul><li>Brainstorm about user groups </li></ul><ul><li>Convert factoids to post-its </li></ul><ul><li>Post-its on the wall </li></ul><ul><li>Cluster & label </li></ul><ul><li>Review of the clusters </li></ul><ul><li>Create skeletons & prioritize </li></ul><ul><li>Create Personas </li></ul>
    26. 26. 2. Convert factoids to post-its
    27. 27. 3. Post-its on the wall <ul><li>No order in the beginning </li></ul>
    28. 28. / 20
    29. 29. / 20
    30. 30. / 20
    31. 31. 6. Create skeletons & prioritize
    32. 32. Overview <ul><li>Introduction to UCD – HCI </li></ul><ul><li>Introduction to User and Task analysis </li></ul><ul><li>Personas </li></ul><ul><ul><li>What </li></ul></ul><ul><ul><li>Big Documents </li></ul></ul><ul><ul><li>Creating Personas </li></ul></ul><ul><ul><li>Benefits </li></ul></ul><ul><ul><li>Methods </li></ul></ul><ul><ul><li>Personas 2.0 </li></ul></ul>
    33. 33. Benefits Why use Personas?
    34. 34. Personas <ul><li>The benefit is (mainly) in the </li></ul><ul><ul><li>Process </li></ul></ul><ul><ul><li>Activity </li></ul></ul><ul><ul><li>Collaboration </li></ul></ul><ul><ul><li>Communication </li></ul></ul><ul><li>Every stakeholder starts thinking </li></ul><ul><ul><li>What would Karl Ziegler do? </li></ul></ul><ul><li>Creating empathy for the user </li></ul><ul><li>A lot more enjoyable than big documents </li></ul>
    35. 35. Overview <ul><li>Introduction to UCD – HCI </li></ul><ul><li>Introduction to User and Task analysis </li></ul><ul><li>Personas </li></ul><ul><ul><li>What </li></ul></ul><ul><ul><li>Big Documents </li></ul></ul><ul><ul><li>Creating Personas </li></ul></ul><ul><ul><li>Benefits </li></ul></ul><ul><ul><li>Methods </li></ul></ul><ul><ul><li>Personas 2.0 </li></ul></ul>
    36. 36. Methods Collaborative exercises using your design
    37. 37. Persona Walkthrough <ul><li>Gather all stakeholders </li></ul><ul><li>Put the design next to the Personas </li></ul><ul><li>Walk through the application </li></ul><ul><li>Think about your Persona </li></ul><ul><ul><li>What would he/she like? </li></ul></ul><ul><ul><li>What would or would not work? </li></ul></ul>
    38. 38. Feature Prioritization List <ul><li>To solve feature creep ( http:// en.wikipedia.org/wiki/Creeping_featurism ) </li></ul>
    39. 39. Feature Matrix <ul><li>Which features do </li></ul><ul><li>we implement first? </li></ul>
    40. 40. Moodboard <ul><li>Visual style </li></ul>
    41. 41. Overview <ul><li>Introduction to UCD – HCI </li></ul><ul><li>Introduction to User and Task analysis </li></ul><ul><li>Personas </li></ul><ul><ul><li>What </li></ul></ul><ul><ul><li>Big Documents </li></ul></ul><ul><ul><li>Creating Personas </li></ul></ul><ul><ul><li>Benefits </li></ul></ul><ul><ul><li>Methods </li></ul></ul><ul><ul><li>Personas 2.0 </li></ul></ul>
    42. 42. Personas 2.0 Using Web 2.0 to communicate Personas
    43. 43. Personas 2.0 <ul><li>When an organisation is spread geographically </li></ul><ul><li>Many people are already familiar with the Web (2.0) </li></ul><ul><li>Blogs </li></ul><ul><li>Videos (Films) </li></ul><ul><li>Website </li></ul><ul><li>Emails </li></ul>
    44. 44. Personas 2.0
    45. 45. References <ul><li>“ The origin of Personas” (Cooper) </li></ul><ul><ul><li>http://www.cooper.com/insights/journal_of_design/articles/the_origin_of_personas_1.html </li></ul></ul><ul><li>“ The Inmates Are Running The Asylum” (Cooper) </li></ul><ul><li>“ The Persona Lifecycle” (Pruitt, Adlin) </li></ul>
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